Play the System
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is a platform for parametric design in graphic design. It documents the work of students and teachers at the Department of Design at Hamburg University of Applied Sciences (HAW), who are investigating the significance of the system as a conceptual model and design method under the title “Parametric Design in Graphic Design.”

Design is less about intuitive, even ingenious “strokes of genius” and more about a holistic and rule-based (systemic and systematic) process of gaining knowledge and shaping form. It is becoming increasingly important to be able to design dynamic systems that both guide and inspire the design process.

Parametric design refers to this design in and of systems—with rules, their modes of operation, and systematic manipulability. The research project, led by Prof. Heike Grebin, is an integral part of teaching and aims to raise awareness of design as a performative process.

Play the System brings together selected study projects in which the system plays an important role as a design method – whether analog or digital. The works are created in a fruitful symbiosis of theory, design, and technology. Socially relevant issues and positions from philosophy, art, and avant-garde design from around 1900 to the present day are repeatedly discussed.

Play the System is an invitation to become aware of the systemic competence of graphic design and to gain the maturity to use the tools of digital design critically.

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Play the System Projects /

p143 Fashion + Graphics

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The Armgartstrasse tour does not feature traditional fashion shows, but it does always include surprising presentation formats. This time, the fashion students teamed up with communication design students to develop the theme. In the age of digitalization, artificial intelligence is becoming increasingly present, technological advances are being accelerated by human intervention, and the digital world is learning faster than ever. Will we one day reach a point where artificial intelligence has caught up with human intelligence? This is where the performance comes in—an abstract interplay of fashion, animation, and projection. The symbiosis of body and space was turned into a spectacular show that captivated the audience.