On December 5th, Professor Frank Zebner, the dean of the Hochschule für Gestaltung Offenbach gave a lecture of "Designing, Design, Designer". More than 300 teachers and students from Gengdan Academy of Desing participated in this activity. The lecture was hosted by Professor Xiao Yong and translated by HFG researcher Wang Hui. Frank around the development of Bauhaus style, Hochschule für Gestaltung, and Hochschule für Gestaltung Offenbach. He analyzed the classic products of each generation during the development of German modern design. At the same time, he also introduced the upcoming IDC projects.

Professor Frank emphasized that design should focus on systematical construction and anticipation of future products. System construction is about thinking about the product modeling in a rational way. The theory of "less is more" is applicable at anytime. Taking the design that his students made for Audi a decade ago as an example, he interpreted intuitively that "design is the correct direction and prediction of the future". He pointed out that design drawing can make the audience feel the beauty of machinery. Designers should collect three-dimensional images of facial organs and designing the most suitable product shape based on the data to make the design more user-friendly. Professor Frank showed a large number of design works and teaching cases, focusing on how designers design with both aesthetics and function in mind.

After the lecture, Professor Frank had a discussion with the audience. This lecture enabled the students to have a deeper understanding of the nature and meaning of design.