San Diego, CA

San Diego, California, has a very unique aura that encapsulates the quality of life one can be experience there: perfect blue skies, omni-present Pacific waters, laid-back, friendly, and sunny. It is quintessentially Californian.

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Around Balboa Park – one of the largest urban parks in the United States, North Park, South Park and Hillcrest are young and vibrant districts filled with restaurants, bars and shops. There is strong potential for more design content in San Diego: from signage to retail, restaurants, products and place branding (see our interview with designer Bennett Peji).

The beach is part of San Diego longest traditions. Surfing culture is strongly associated to the city and its identity (see our report and interview with Tim Bessell). Beyond this reputation San Diego is also one of the most cultural cities in the United States with countless museums and theaters across the city. Our favourite is MCASD at La Jolla where the exhibition MIX on contemporary San Diego architects and designers is showcased until September 2009.

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The Pearl is a great addition to the city and the current place-to-be with its very lively bar restaurant, film screenings above the pool and themed parties.

Functional Art – Tim Bessell

Tim Bessell is a surfboard shaper and shop owner who likes to experiment with his creative and craftsmanship skills. We had the great pleasure to see him, in his workspace, shape a board for an hour and a half. But what we also discovered was Tim’s enthusiasm for what he calls functional art (and what we call design). With a major in psychology and a minor in fine arts, Tim sees the therapeutic virtues of board shaping and looks at his craft as a form of expression. Beyond surfing, which he likes to refer to as “an indigenous culture in San Diego”, he paints big pictures on cardboard, designs furniture and is working a large-scale initiative called Bessell Modular Living Systems, a sustainable architecture project using old ship containers.

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Before, during and after shaping sessions, Tim uses his creative mind to make things: from chairs to paintings, energy windmills and modular houses. Looking at his work it is undeniable that design skills are transferable and applicable in many areas – in this case from surfboard design to architecture. While talking with him we understood how surfing could lead to architecture as they are both means to improve people’s quality of life.

Environmental Graphics – Peji Design

Bennett Peji kindly welcomed us on a Sunday afternoon in his studio located in the Gas Lamp District of San Diego. Bennett wanted to be an architect but ended up becoming a graphic designer with a strong passion for “place making”. To him, graphic design is a key component of the built environment. It is through branding that districts can express their story and deliver a stronger sense of cultural identity for their community.

For the Asia Pacific Historic District in downtown San Diego, a visual identity has been developed to reflect the culture of three different countries: China, the Philippines and Japan. In the past, people from all three countries co-existed in the neighborhood.

Place branding at Bennett Peji Design follows a 17 step-process that ultimately leads to various visual systems such as logos, banners, street furniture, maps, etc. Branding a district can positively affect its image and economy. With a newly branded Asia Pacific Historic District (due in 2010), the goal is to attract more retailers and draw pedestrians from the nearby Gas Lamp District.

“Design can make visible the cultural richness of a city”. At Peji Design, the cultural dimension of design is highly viewed. In a diverse city like San Diego, design is a process that can connect people with their district in a meaningful way.