In September 2002, the innovative Designed for Use exhibition from the UK will be shown in Beijing at the Academy of Arts and Design, Tsinghua University. Brought to China by the British Council, this inspiring display of new products and technology showcases British designers' distinctive approach to industrial design.

　　Designed for Use is an exhibition about an approach to design, about how to generate products that are not only practical, effective and beautiful but integral to business success. Every object in the exhibition tells a story of how perceptive design links business strategy to customer needs. Whether a train or a remote control, a stapler or a complex new technology, every example demonstrates how good design delivers objects invested with values on many levels.

　　The exhibition includes products developed by a range of outstanding British design consultancies. We are used to recognising individual designers for their creative vision but these consultancies work in teams with a broad range of skills and knowledge about process, technology and human needs. They liase closely with clients across the globe creating products that communicate to customers, win brand loyalty and prove the benefits of integrating intelligent designsintosthe heart of a business.

　　"I am sure Designed for Use will be of enormous interest to Chinese designers, business people and the general public. This exhibition offers a deep insightsintosthe design process which will stimulate our shared interests in achieving excellence, enhancing economic performance and improving the quality of life," said Michael O'Sullivan, Cultural Counsellor and Director of the British Council, China.

　　Designed for Use means fit for purpose. It is a principle that champions and motivates the end-user. It generates objects that function as we wish. It's all about performance: how easy and rewarding the product is to use. It often requires a great deal of research and development, testing and tuning and it can be fundamental to our lives.

　　The products in this exhibition have been dividedsintoscategories; Function, Interaction and Experience. These are the key criteria product designers must consider. Visitors to the exhibition will come away with a greater understanding of what British product design entails and the benefit of a close working relationship between client and consultant.

　　Created by the British Council, the UK's Design Council, and Trade Partners UK, the exhibition is being staged in Beijing together with the Academy of Arts and Design, Tsinghua University. As part of the programme, the Tsinghua International Design Management Forum will coincide with the exhibition and include expert speakers from China and the UK. The exhibition will also travel to Guangzhou.

　　The British Council operates in China as the Cultural and Education Section of the British Embassy. The British Council continues to contribute energetically to the promotion of British design overseas through exhibitions and projects that stimulate exchanges within the international design community.