VCU news

By Malorie Burkett

RICHMOND, Va. – Fitch, a leading, international design consultancy firm, has teamed with Virginia Commonwealth University’s School of the Arts in Qatar (VCUQ) to begin work on the design and branding of the Doha Asian Games in 2006.

The firm recently opened a start-up office in the VCUQ building at Education City in Doha, Qatar, where students and faculty will be able to work on the design and serve as resources for the project over the next three years.

“The presence of Fitch at VCU Qatar is an important step in establishing Doha as a design center of excellence in this region,” said Mary McLaughlin, associate dean for Academic Affairs, VCU Qatar. “This project is a unique opportunity to forge cooperative relationships with the State of Qatar and the business community in a once in a life-time enterprise.”

McLaughlin also said the project will support interdisciplinary collaboration and coordination and will spur the three major programs offered at VCUQ – graphic design, interior design and fashion design.

The relationship with Fitch began when VCU Qatar officials asked London-based Fitch staff to visit the VCUQ campus and also meet the Doha Asian Games organizing committee. Fitch and VCUQ determined that a collaboration would benefit both the school and firm, and as a result, the company was invited by the Qatar Foundation to open an office with the intent of working on the design for the Doha Asian Games.  Among the various assignments, the project will include designing more than 50 uniforms for sports related activities, food service and security personnel.

More than 40 countries will participate in 33 competitive sports during the 15th Asian Games in Doha, Dec. 1 – 15, 2006.

A senior client manager and a studio designer from the Fitch London office will staff the Qatar start-up office along with a coordinator selected from the VCUQ faculty and four VCUQ graduates who will spend part of their work period in London.

Five VCUQ alumni already have been involved with Fitch, working with the company in London and Qatar this year to brainstorm the conceptual and visual themes that they believe will help to communicate the unique qualities of Qatar and Qatari culture to the world.

“Supporting the establishment of design offices and enterprises and partnering with them in the development of current and future projects is a critical component of VCU Qatar's strategy to assist in these efforts,” said John DeMao, associate dean for VCU Qatar. “Fitch International helps address that task precisely, providing comprehensive design expertise to business, industry, and government and world-class in-house apprenticeship opportunities for alumni, internships for students and a professional working ‘laboratory’ for faculty.”

VCU-Qatar was the first American university in Qatar’s Education City in Doha, a new initiative with branch campuses of the world’s top universities. VCU, with a nationally ranked, leading arts and design school, is the first four-year American university in Education City to graduate students. It was established by the Qatar Foundation for Education, Science, and Community Development. VCU Qatar offers students the opportunity to earn a Bachelor of Fine Arts degree in Communication Arts and Design, Fashion Design and Merchandising, or Interior Design as well as special educational opportunities in the design professions.

Fitch is a branding and design network that employs more than 600 people globally. The firm specializes in trends, strategy and design, with 20 offices in 12 countries. Some of their clients include Microsoft, Toyota, Nokia, Maytag, Audi, Johnson & Johnson and Virgin Atlantic.