Keynote Speaker at the EPDE 2009
Conference theme ‘Creating a Better World’
Since graduating from the Royal College of Art, Assa Ashuach now works as practicing designer, and as an academic at London Metropolitan University where his demonstrates an exemplary combination of research, teaching and industrial collaboration. His particular strengths are in creating new products by working with new technologies and developments in manufacturing where design is not just about form, function or emotion, it is about challenging and modifying traditions based on modern technologies. Examples of his work include instructing rapid prototyping machines through artificial intelligence which he likens to a growing process enabled by a DNA code and refers to as Digital Forming ® . He also seeks to develop new materials needed to fulfil a purpose from the outset of a design project, rather than leaving the material selection to the latter stages. Structures, porosity, flexibility and fluidity are all considered early on, and as a result his designs often have a unique and exquisite form.