On the way to maturity
Anthony de Taranto, newly elected president of the FDA, sees great opportunities on the international scene for his association and for German architects and designers./i>
Mr de Taranto, last autumn you were elected as the new president of the FDA - Forum Design and Architecture under the auspices of the FAMAB e. V., Rheda-Wiedenbrück. In what state did you find the organisation, which has existed to represent the interests of the trade fair architects and designers for five years now, and what are your plans?
As one of its founding members I was involved in the FDA from the outset. So I always had plenty of opportunity to introduce my ideas and make my mark. We are still a very small group, but one that plays an important role in the association as a whole. With just the components design and architecture on board, FAMAB can cover the complete range of the trade fair world in an appropriate and attractive way. Our plans for the future aim at closer networking of all branches of FAMAB and therefore a more attractive and comprehensive range of offers from the customers viewpoint. The German trade fair industry is the worldwide leader, in quality and quantity, and the aim is to step up our efforts to export this product even more successfully.
In December, FAMAB presented the ADAM award for outstanding trade fair appearances for the fifth time. To what extent do you see your members and colleagues represented here?
The ADAM is intended to benefit the entire German trade fair industry. We welcome the contributions of design teams outside the FDA because only if we expose ourselves to open competition will the quality of such an event improve. External contacts also allow us to find new designers with a suitable profile, and so ensure a breath of fresh air and the expansion of the FDA.
Are there any plans for a (ldquo-)junior ADAM (rdquo) as an award for ambitious young creative talents?
At past meetings, this topic has cropped up several times and it meets with enough enthusiasm for us to be able to introduce a prize for newcomers to the profession soon. We have to decide whether a standard award would be most beneficial or whether a flexible solution like a special prize would be better.
Do you think enough is being done to secure the training of young trade fair architects?
There is nothing better than well-qualified professionals. That applies to all sectors of a modern society. The trade fair industry has enormous potential for an improvement in general standards. We all know that most presentations at tradeshows are mediocre. So, in this respect there is a considerable requirement for well-qualified trade fair designers. But we must avoid the pitfall of institutionalising the training. In conventional architecture that has already resulted in an oversupply of architects for which our society has not got enough work. This could end in disastrous competition. A general training in architecture is a much better option for young talent than premature specialisation.
How do you judge the position of German trade fair architects on the international scene?
About two thirds of the 150 leading trade fairs in the world are staged in Germany. The design standard is unbeaten here. The rest of the world knows that. German trade fair architects are not only expected to show a certain aesthetic self-assurance but are also appreciated for the rather stereotypical qualities of reliability, punctuality, precision and so forth. German trade fair architects stand for both functionality and aesthetics. They are by no means mutually exclusive!
FAMAB started an International Chapter a year ago to help its members and partners abroad. Is the FDA planning anything of the sort?
FDA members are admittedly a little reticent in this respect. Nevertheless international networking is important for survival in the age of globalisation. Witness the role of "German design as an export success", as I mentioned earlier. But for now, we will have to mature a little more at a national level before choosing the right moment to go international.
Interview: Anja Wagner
m+a report Nr.1 / 2006 vom 13.02.2006
m+a report vom 13. Februar 2006