frog design Offers Unique View of TEDGlobal 2009 Conference in Special Edition of design mind Magazine

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"The Substance of Things Not Seen," through the eyes of global innovation firm frog design / Essays, interviews, and art featuring TEDGlobal speakers and attendees / Extending the conversation about ideas presented at the conference in Oxford in July

The Substance of Things Not Seen

Global innovation firm frog design today released a special edition of its award-winning design mind magazine, devoted exclusively to TEDGlobal (the twin conference of the annual TED conference in Long Beach, California), which took place from July 21-24, 2009 in Oxford, England.

Sixty speakers and performers as well as 700 attendees from diverse backgrounds, disciplines, and cultures came together to explore, discuss, and celebrate the conference theme, "The Substance of Things Not Seen."

frog design, a TEDGlobal partner, also produced the official program guide for TEDGlobal. The special edition of its design mind publication captures key moments of the conference - among them talks by British Prime Minister Gordon Brown, author and philosopher Alain de Botton, and Nigerian novelist Chimamanda Ngozi Adichie - and features interviews with and essays from many of the most intriguing TEDGlobal speakers and attendees. Furthermore, the magazine contains behind-the-scenes impressions of "the making of" TEDGlobal as well as observations from the social gatherings and adjunct events at the conference.

Highlights include:

  •     Icarus Unbound: Adventurer Bertrand Piccard prepares for the first solar-powered flight around the world.
  •     Behind Closed Doors: Photographer Taryn Simon captures "America's Hidden and Unfamiliar Places."
  •     Hiding in Plain Sight: Journalist Misha Glenny investigates the underworld of organized crime.
  •     A New Way to See: Scientist and installation artist Beau Lotto envisions a synesthetic model of education.
  •     Eyes Can Hear: Pop singer Imogen Heap visualizes her music.
  •     21st-Century Medievalism: Political scientist Parag Khanna describes the new global powers in a multi-polar world.
  •     Small World: Willard Wigan's micro-sculptures fit within the eye of a needle.
  •     Sitopia: Architect Carolyn Steel proposes a new model for feeding the world's expanding cities.
  •     The D in TED: Journalists Andrian Kreye and Antonia Ward examine the changing concept of design.
  •     The Wounded Man: Writer Andreas Salcher explains why early childhood traumas break some but motivate others to greater achievements.
  •     The Invisibles: Writer Becky Blanton reviews her trip to homelessness and back.
  •     Public Diplomacy 2.0: Digital governance expert Evgeny Morozov argues that governments need to upgrade their social media outreach.

In addition, the magazine includes a special TED bonus session on "The Meaning of Business" with contributions from Beth Comstock, chief marketing officer and senior vice president of GE; Henry Tirri, senior vice president, head of the Nokia Research Center; as well as Dev Patnaik, founder and principal of Jump Associates, and author of the book Wired to Care.

design mind was the first publication invited to fully document a TED conference. Granted unlimited access to TEDGlobal in Oxford, the frog design team returned home with thousands of photographs, as well as books full of notes, sketches, illustrations, and many insights and fascinating encounters.

"Our goal was to turn the ideas presented at TEDGlobal into rich content that extends the dialogue between speakers and audience beyond the conference," said Sam Martin, editor-in-chief of design mind. "It's an opportunity to experience the conference in a different medium and at your own pace. Both those who were there and those who weren't can delve more deeply into the passions and ideas shared at TEDGlobal, and learn more about the topics and the people who took part on-stage and off."

Bruno Giussani, European director of TED, who curated the TEDGlobal 2009 conference and served as the guest editor for the design mind issue, said: "The design mind magazine is a beautiful and compelling publication that provides a new perspective to everyone who follows TEDGlobal. It is both a souvenir and a conversation starter, offering Oxford attendees and the broader TED community a look at the conference that goes far beyond the events it chronicles."

Tim Leberecht, frog design's vice president of marketing and communications, and the publisher of design mind, said: "For a design and innovation firm such as frog, TED is a wonderful gift. TED's philosophy is a perfect match with frog's interdisciplinary approach to creativity and innovation. With the design mind magazine, we hope to add value to the global TED community while at the same time benefiting from first-hand access to some of the world's most remarkable ideas and thinkers. We're very excited about this unique partnership."

The design mind TEDGlobal edition, "The Substance of Things Not Seen," was unveiled at an exclusive TED Salon in London last week, featuring TEDGlobal speakers, contributors to the magazine, and special guests. The magazine will be distributed to the TEDGlobal attendees and through the TED Book Club. It is also available in select bookstores and online at

About design mind
design mind is the award-winning publication of global innovation firm frog design. Written and designed by frog's employees as well as featuring contributions from guest writers and artists, it provides perspectives on industry trends, emerging technologies, and global consumer culture. The Web site is updated daily with blogs, videos, and podcasts. The print version is published three times a year. The special TEDGlobal issue, "The Substance of Things Not Seen," is the fourth print edition after "Numbers" (July 2008), "Motion" (January 2009), and "Power" (June 2009). design mind was selected as a winner for 365: AIGA Annual Design Competitions 30, STEP Magazine's STEP Inside Design 100, and Creativity + Commerce, Print Magazine's International Business Graphics Review.

About frog design
frog design is a global innovation firm that helps the world's leading companies create and bring to market meaningful products, services, and experiences. frog's multidisciplinary process reveals valuable consumer and market insights, and inspires lasting, humanizing solutions. With a team of more than 400 designers, technologists, strategists, and analysts, frog delivers fully convergent experiences that span multiple technologies, platforms, and media. frog works across a broad spectrum of industries, including consumer electronics, telecommunications, healthcare, media, education, finance, retail, and fashion. Clients include Disney, GE, HP, Logitech, Microsoft, MTV, Seagate, Siemens, Yahoo! and others. Founded in 1969, frog is headquartered in San Francisco, with studios in Austin, New York, Seattle, Milan, Amsterdam, Stuttgart, and Shanghai. frog design is an independent division of Aricent, a global innovation, technology, and services company, focused exclusively on communications. Aricent is owned by Kohlberg Kravis Roberts & Co., Sequoia Capital, The Family Office, and Flextronics.

About TED
TED stands for Technology, Entertainment, Design. It started in 1984 as a conference bringing together people from those three worlds. Since then, its scope has broadened to include science, business, the arts, and the global issues facing our world. The annual conference now brings together the world's most fascinating thinkers and doers, who are challenged to give the talk of their lives - in 18 minutes. Attendees have called it "the ultimate brain spa" and "a four-day journey into the future." The diverse audience - entrepreneurs, scientists, creatives, philanthropists - is almost as extraordinary as the speakers, who have included Bill Clinton, Bill Gates, Jane Goodall, Sir Richard Branson, Philippe Starck, Isabel Allende and Bono.

TED was first held in Monterey, California, in 1984. In 2001, Chris Anderson's Sapling Foundation acquired TED from its founder, Richard Saul Wurman. In recent years, TED has expanded to include an annual international conference, TEDGlobal; media initiatives, including TEDTalks (available with subtitles in 40+ languages) and; the TED Fellowship; the TED Prize; and the newly launched TEDx initiative. TEDGlobal 2009, "The Substance of Things Not Seen," was held July 21-24, 2009, in Oxford, UK. TEDIndia will be held in Mysore, India, November 1-4, 2009. TED2010, "What the World Needs Now," will be held February 9-13, 2010, in Long Beach, California, with a TEDActive simulcast event in Palm Springs, California. TEDGlobal 2010, "And Now the Good News," will be held July 13-16, 2010, in Oxford, UK.

For more info on TED:
For more info on TEDGlobal 2010:
Kerry Emberley (US, Asia)
frog design inc.
San Francisco
+1 415 609 4292

Till Grusche (Europe)
frog design BV
+ 31 (0)62 503 4660


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