Design & Society: Design as a Force for Behavioral Change at Scale in Kazakhstan

Abstract

Through an examination of the relationship of politics and aesthetics this paper challenges outdated human-centered modes of design in order to offer a new framework—Design & Society—which accounts for the role that politics, ideologies, systematic relationships, context and narratives play and have played in shaping the lived reality of past, contemporary and future life. Through a deep examination of the politico-design economy of Astana (since renamed Nur-Sultan) championed by former president of Kazakhstan Nursultan Nazarbayev this paper peels back the strategic layers for the creation of Astana. Relevant to designers, policy-makers, futurists, business interests, and those studying the urban environment in general as well the nation of Kazakhstan in particular, this paper unravels the layers of history, demographic pressures, and geopolitical posturing that have intentionally placed Astana as a force changing Kazakh society forever by causing behavioral change at scale. This paper outlines a three-stage process of creation: conceptualization, materialization, and realization to track the design process of Astana and its effects at large on a personal level for millions of Kazakhs. In the conceptualization stage, the paper tracks the motivators from the past, the present considerations and future goals for the design of Astana. In the materialization stage, the threads are weaved together into the architecture of the three most prominent buildings in the Kazakh Capital: The Palace of Peace and Accord, Khan Shatyr Shopping Center and Baiterek tower. In the realization stage, the impact on the individuals of Kazakhstan is considered. Through this study, the dance of Design & Society and the ever evolving impact of one onto the other is presented as a key lens for all future studies of design.