Why Angelenos Should View Art as Central to Their Quality of Life
The 21st century will be an important one for design and the arts as the economy becomes more tied to the information-communication revolution. It will also be an era in which we expand beyond the margins of our current roles in art and design--pushing the envelope of creativity with advanced technological tools.
The California economy has been built upon the independent, original thought of its entrepreneurs who have been trailblazers in creating the entertainment, computer and multimedia industries. And Los Angeles has been in the vanguard for change, setting trends rather than following them. The talents of our artists and designers have made our city a fashion capital and international fine arts center, as well as an inspiration to the toy industry.
While the world now looks to L.A. for leadership in design for everything from clothing to cars to computer graphics, maintaining this edge in the next century will fall on the shoulders of the artists and designers who are in college today. Thus, our arts institutions increasingly will be challenged to stay ahead of the curve. They must teach their gifted young students how to channel their ideas and take advantage of evolving technologies so that they can lead California companies to successfully compete in global markets.
Over the years, the creativity and excellence of our fashion design students have provided the talent for L.A.’s $15-billion apparel industry, which now has pushed ahead of New York’s. In fact, European designers now come to Southern California to see what’s hot. More than 6,000 local firms are directly involved in the industry, including 4,000 manufacturers, and their numbers are growing. Our ties to the entertainment world and easy access to the Pacific Rim contribute to the city’s attraction for internationally recognized designers such as Isaac Mizrahi, Richard Tyler, Calvin Klein, Ralph Lauren and Adrienne Vittadini who have their roots in Los Angeles.
Another industry that continues to experience expansion in the L.A. area is the toy business. Currently generating $4.3 billion in sales worldwide, it supports more than 500 toy companies throughout Los Angeles County and provides jobs for about 6,000 Angelenos. El Segundo-based Mattel is the nation’s largest major toy manufacturer, posting $3.2 billion in global sales in 1994. As a growth industry, it has great potential for design students, so starting this fall, the Otis College of Art and Design will offer a bachelor’s degree program in toy design. It will focus on helping students marry their creative skills to toy design.
On the technology front, Los Angeles clearly is a leader in the burgeoning multimedia and digital imaging business. Fine arts and design institutions will play an increasingly important role in ensuring that we remain on the cutting edge of developments in this arena. We must educate our students to be proficient in the new technologies so they can take advantage of the high-paying positions that will open up in the “multimedia gulch” developing on the Westside. Well-trained designers who have the creativity and vision to compete in the global marketplace will be in great demand by such innovative companies as Digital Domain, DreamWorks SKG and Silicon Graphics. And design institutions must be willing to draw upon these industry leaders to help educate our students.
Special talent deserves and requires special training. As engineering turns on pure science, so fine art informs design. Unfortunately, the last 20 years have seen a decline of the arts in California’s elementary and secondary schools, so many gifted students will not be exposed to the potential of art and design in their lives. Exposure is the spark that will ignite the flame to be fanned by the arts experience. The importance of design all too often is left to the subconscious rather than the conscious part of life. But every object that humanity creates and uses it designs. The competitive edge is achieved not only through cost and efficiency, but also through design and function.
A simple illustration of this point is that Braun, the German appliance maker, outsells Mr. Coffee in coffee makers--not because it makes better coffee but because its design is more appealing. Why is it, therefore, that the arts increasingly have been viewed as frivolous rather than central to the quality of life, the enhancement of our environment or competitiveness in the marketplace? It must be understood that the arts are a language acquired in the same way we acquire our verbal and written communication skills--through education.
Clearly, Los Angeles is a dynamic environment for fine artists. Three of the leading professional arts colleges in America are located here: the California Institute of the Arts, Arts Center College in Pasadena and Otis College of Art and Design. These institutions provide the basis for the artistic and cultural development of our community.
Los Angeles has taken a leadership role in art and design. As these roles change and expand, so must our mission as educators ensuring that our students are well prepared to tackle the new challenges of the coming millennium.
