The Duncan Anderson Design Lecture Series Presents

Designers In Their Own Words

Through the years, the Duncan Anderson Design Lecture Series has invited top professionals to share their knowledge and experience with design students at CSULB. This coming year marks the expansion of that series to a bi-monthly event. Thanks to Cecelia Anderson-Malcolm and the Duncan Anderson Endowment, CSULB now has an ongoing design lecture series to rival those at private design schools. The CSULB Industrial Design Program is working closely with IDSA-LA, and its student chapters, to schedule an exciting line-up of speakers. Please let your chapter officers know of professionals you want to meet and hear at future events.

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FALL  2015


The Department of Design at California State University, Long Beach is located at 6241 East University Drive, Long Beach, CA 90815.

Parking is available in the “Foundation Lot” located across from the Design building main entrance on E University Drive. Parking is $5.

Thursday, September 3, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Concept Zombie

What is Creativity? Is creativity a form of energy?
What is it like being a creative problem solver?

"Creativity is intelligence having fun.” –Albert Einstein

"Creativity is a natural extension of our enthusiasm.” –E. Nightingale

“Creativity is allowing yourself to make mistakes. Art is knowing which
ones to keep.” –Scott Adams

Fernando Del Rosario is a creative director within the advertising, marketing, graphic design industry. His background consist of working with Y&R advertising, BBDO, Wunderman, Cambell-Ewald, David & Goliath and Innocean World Wide. Fernando has had the wonderful opportunity to work on incredible brands like: Hyundai, Kia, Lincoln, Mercury, Chevrolet, Jeep, Chrysler, Dodge, Jaguar, Toyota, Hot Wheels, Mattel, Spinmasters, Bandai, Playmates Toys, Taco Bell, Arby’s, Carl’s Jr., CA Lottery, Dryer’s Ice Cream, Motorola, Yokohama Tires, Southern California Edison and Sony, Warner Bros.

In the midst of a prospering creative career, Fernando has carved out a time to teach and mentor students at the Art Institute of California for the last 12 years. And have attained his Masters Degree in Educational Leadership.

And still through out his years of creative and professional experience,
Fernando still asks and explore the question…”What is Creativity?”

Thursday, September 17, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Senior Designer, Honda R&D Europe (Italia)

Communicating Design in the
Multicultural Environment

Join senior motorcycle designer Adrian Sellers as he shares some of his experiences as a designer working between countries and discusses the importance of a global perspective and cultural introspection in communicating design intent.

Adrian graduated with honors from the Rhode Island School of Design with a BFA in Industrial Design, during which he realized that things with wheels were really cool.  And so followed an MA in Automotive Design, with distinction, from Coventry University, UK. He immediately moved to California, where he would spend the next nine years working in the US power sports industry, first for Kawasaki and then for GK Design International, the consultancy charged with designing Yamaha Motors’ product range.  In 2012, he moved to Rome, Italy
to work with Honda R&D’s European studio.

He has been responsible for concept and production design across the motorcycle, scooter, ATV, side-by-side, water craft, snowmobile and generator markets. While with GKDI, he designed concepts behind the V-Star 950, VStar 1300 Deluxe, 2010 YZ 450F, Bolt and Stryker motorcycles, among others, working with the head offices in Japan to strike a balance between the needs
of production and the successful translation of American culture through these products. While at Honda R&D he has focused on advanced concept creation for EU markets and brand communication, ensuring concept integrity from first presentation to final production. To these ends he works mostly on things the public will never see, and occasionally, as in the case of the Forza 125 and some upcoming releases at the 2015 EICMA show in Milan, on things you do.  He has also been responsible for the Honda Motors 2014 and 2015 EICMA display designs and the 2012 Yamaha / Star IMS display.

Thursday, October 1, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery

A Frank Discussion with Design


Moderated Panel with Q&A

This moderated Panel will open with introductions of our guest speakers and a small snapshot of their path to entrepreneurship. We will cover several topics that highlight the benefits and challenges of doing your own thing. There will
be stories of success and tragedy, boom and bust, and how to maintain your business and stay creative.

The final portion of the evening will be open Q&A. the audience will get the opportunity to ask questions to one or all the panelists.

Thursday, October 15, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Director, Industrial Design, Exemplis LLC

Finding your ideal new employer in
today’s marketplace

Join Jay Czerwinski in an open Q&A session as he shares experiences transitioning from a highly structured leading home improvement manufacturer in a corporate environment to an innovative and entrepreneurial commercial office seating solutions manufacturer.

Jay is a 1996 Duncan Anderson Scholarship winner and a 1998 Industrial Design graduate from California State University, Long Beach. Directly out of school, he immediately joined Black & Decker’s plumbing division and enjoyed 16+ years of consistent success and promotion through mergers, acquisitions, and integrations in a large corporate environment at the Hardware and Home Improvement Group for Stanley Black & Decker and Spectrum Brands. In these organizations, Jay developed his world-class design leadership and built a globally situated design team across 8 major brands including Kwikset, Baldwin, Weiser, EZ Set, Stanley, National Hardware, Black & Decker and Pfister, functionally operating as independent business units.

However, working for a company for a decade and a half is probably a thing
of the past and in a 2015 corporate restructuring, Jay found himself in a new territory; unemployed. Looking for that perfect new job today is much different than back in the ‘90s and he would like to share with you the tools and techniques he used to find his most recent employer.

Now with Exemplis Corporation in Cypress, CA Jay is set to have another successful design run in a very exciting and new entrepreneurial environment. Only this time, the company growth will come at a much faster pace that emulates core values of the company – fast delivery and turnaround of custom solutions at a great value (And in a way that feels great!). Exemplis was founded in 1996 in Orange County, California with the goal of providing outstanding design, comfort and value in office seating. Its trusted brands include market share leader SitOnIt Seating, and IDEON lounge seating and tables.

Thursday, October 29, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Senior Principal, Studio One Eleven

The “Network of Practice”

Join Founding Principal and architect of Studio One Eleven, Alan Pullman,
as he shares his insight on the “network of practice.” In modern day real estate practice, many experts weigh in to create successful cities, projects and places. The most successful projects are the ones that are highly collaborative with numerous influencers involved. Alan will discuss examples and share his thoughts on why being well networked in today’s day and age is critical to
the success of your work and practice. As founder of Studio One, Alan Pullman, AIA, leads design teams on mixed-use, urban infill and adaptive reuse
projects. With over 20 years of experience in architecture and urban design,
Mr. Pullman’s work spans scales from The Bloc – a one square-city block mixed-use repositioning project to the contextually sensitive Courtyard Lofts
and 4th + Linden, both winners of several local and national AIA awards.

Other notable projects include Formosa South at The Lot – home to Funny or Die and OWN Network headquarters; Dalton, a transit-oriented mixed-use project in Pasadena, CA; the revitalization of the Lincoln & Rose shopping center in Venice, CA; the sustainable development of the Long Beach Conservation Corps Environmental Education Center; as well as various streetscape and storefront revitalization programs through public agencies.

In addition, Alan has led planning efforts such as Downtown Long Beach Visioning which studied the city’s growth over a 15-year period and informed
the City on how the urban form should develop.

Pullman is a registered architect in California and an active member of the American Institute of Architects and the Urban Land Institute, where he serves on the Inner-City Council. He is also a board member for the Long Beach Conservation Corps and is an advisor to the Long Beach East Village Steering Committee. Pullman received his Bachelor of Architecture degree from Syracuse University.

Thursday, November 12, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Creative Director, Broadcast Design International Inc.


Thursday, December 3, 7:00 – 9:30 pm

In The Duncan Anderson Design Department Gallery


Principal/Owner, Atelier Manferdini

Big Picture

Elena Manferdini, principal and owner of Atelier Manferdini, has over fifteen years of professional experience in architecture, art, design, and education.

In 2004 she founded Atelier Manferdini in Bologna, Italy and in 2009 she established her firm in Venice, CA. The office has completed design, art and architectural projects in the US, Europe and Asia. Notable among the firm’s projects are the Pavilion for the Museum of Contemporary Art in Los Angeles, Bianca, a three stories boat in Japan, and a series of interior design renovations in Los Angeles. The firm has collaborated with internationally renowned companies such as: swarovski, Sephora, Driade, MTV, Fiat, Nike, Alessi, Ottaviani, Moroso, Valentino, Arktura, Lerival and BMW. Elena Manferdini’s work has appeared internationally in books, professional journals and reviews.She has been featured in several publications: Domus, New York Times, Elle, Vogue, ID, Icon, Form, Contemporary, Metropolis, and Architectural Design are selected examples. In 2013 a monograph on the firm’s work "Elena Manferdini" was published by Equalbooks.

Elena currently teaches at the Southern California Institute of Architecture
(SCI-Arc) where she is the Graduate Chair. She is also held the Howard Friedman Visiting Professor of Practice at the University of California Berkeley (UCB) and various Visiting Professor Positions at Cornell University, University of Pennsylvania and Seika University.

She frequently lectures, and her work has been exhibited internationally in
both architecture and art museums.