What Design Can Do & Paul Smith: 'I am what I am'

“What I do is I touch people, with friendliness, or with emotion or by making them feel better or enjoy the experience of walking in my shop,” revealed Sir Paul Smith, iconic designer when questioned about his job. “So I am just a normal guy.” The self-made man was one

of the fashion guest speakers invited to speak at the fourth edition of 'What Design Can Do,' (WDCD) the two day annual conference held in Amsterdam, the Netherlands that explores the power of design and its effect on the world today.

Formed in 2011 by a group of designers from several fields, this year's edition takes places at Stadsschouwberg and runs from May 8-9. Accompanying the main conference are numerous interactive workshops, films, and discussions. “Designers can be an important part of social change,” commented creative director Richard van der Laken, one of the initiators of WDCD. “Designers can be game changers, especially in periods of crisis,” by solving old problems in new, innovative ways and using the social power of design to touch people.