BEIJING – On September 25, the 6-day Design & Video Trip started at the Orange Hall of the Southern Section, Taiguli, Sanlitun, Beijing. Design & Video Trip was a joint event of Beijing Design Week and China International Film Festival London 2014. Through video shows, public forums, dialogues, workshops and theme events, it was intended to explore a path to enable communication between design and practice, and to explain the complicated social and cultural relations between physical products, superficial phenomena and pure imagination.

As an important component of Design & Video Trip, the video show attracted 30 participants from across China and elsewhere in the world to contend for Best Video Design of the Year of Beijing Design Week 2014. Eventually, Design for Desire, a brand commercial from CAMERICH, a top furniture brand of China, won the favor of both the judge panel and the visitors with strikingly beautiful visual effect, deeply touching dance design and the underlying collision of rationality and passion, and thus won the grand award.

Through the elegant dance of two performers, Design for Desire tells the story about the convergence of dream and rationality. Dream is all about passion and romance, like a bird flying in the air, or a boat sailing on the sea; rationality, on the other hand, like the nestle of the bird or the harbor of the boat, is the reality, or the foundation for continued progress. In the movie, after all the actions and entangling of the dancers, all the fireworks and lighting effects, everything ends up in a perfect peace. This is how design goes, too. A rational exhibition of passion, or a passionate interpretation of rationality. Similarly, with all of its colorful, passionate episodes, life will eventually settle down in a sweet peace. With vivid language, the movie conveys CAMERICH's ideas about dream, rationality, design and life.

"As a representative of China's high-end furniture brands, CAMERICH is granted the award at Beijing Design Week. It's a great honor for us," said Shirley Wang, CAMERICH Brand Operating Director, "Design for Desire contains CAMERICH's concern and care about its customers. We know that, the passion to improve the home life of consumers around the world would be in vain without elegant, stylistic product designs, exquisite craftsmanship and caring after-sale service." 

Sun Qun, Vice Director of Beijing Design Week Organizing Committee, said: "CAMERICH excelled among numerous Chinese and international competitors because of two reasons. First, Design for Desire is strikingly beautiful and meaningful from the artistic point of view; second, we wish this would encourage more Chinese furniture brands to follow the suit of CAMERICH to help Designed-in-China play a bigger role in the world market. We look forward to the day when Designed-in-China will eventually be accepted by the world, like Made-in-China is today."

While Made-in-China is already a part of Chinese brands, Designed-in-China is on the way to reshape the image of the country. The success of a design work, including the awards that it receives, might shine like a meteor, but when it is integrated into the growth of a business, or even that of Designed-in-China, it will be remembered forever.