Wonderland's Mark Lin on supporting young design talent: "Never lose sight of the people you are designing for"

Every year, the iF DESIGN STUDENT AWARD invites students and recent graduates from around the world to submit ideas and concepts that address real-world challenges. Participants have the opportunity to compete for a total prize fund of EUR 50,000 annually.

We are happy to have WONDERLAND as a top-class sponsor among such sponsors as Compal Electronics, Haier Design, Hoto, Xiaomi.

Caring for the youngest is not a novum for Wonderland – they are one of the internationally leading manufacturers of nursery products, including car seats, baby strollers, travel cots, and highchairs, for children and families. Sustainability is at the heart of the company, says Mark Lin, Associate Vice President of Legal Affairs and Compliance at Wonderland Group. We talked to him about true design talent, their criteria for the iF DESIGN STUDENT AWARD and their efforts towards sustainability.

Why does WONDERLAND support young talents in the iF DESIGN STUDENT AWARD? What is your motivation?

Mark Lin: At Wonderland, we support young designers because we believe that the most impactful innovations emerge from a deep understanding of people and a commitment to solving real-world problems. As a company dedicated to creating products that improve everyday life, we recognise that successful design requires more than just creativity. It requires striking the right balance between user experience, aesthetics, safety, functionality and feasibility. By supporting the iF Design Student Award, we aim to inspire the next generation of designers to adopt a human-centred approach, challenge established practices and transform ideas into meaningful solutions. By nurturing young talent today, Wonderland is investing in the innovations that will help to shape a better future tomorrow.

What do you expect from the participants of the award? What do student concepts have to have in order to be awarded, what do you look for?

Mark Lin: I hope participants demonstrate creativity and a deep understanding of the challenges they are trying to solve. The most effective designs are often based on careful observation, meaningful user insights and genuine empathy for the intended users. To me, great design is not about creating products for their own sake. It's about identifying meaningful opportunities and developing solutions that are desirable, feasible and impactful. I am particularly interested in designs that thoughtfully balance user experience, aesthetics, safety, sustainability and broader social value.

Do you think young designers/students are under much more pressure today (AI, more and different competition etc.) – and how can awards help?

Mark Lin: In many ways, the environment faced by young designers today is more complex than that faced by previous generations. Rapid technological advances, the rise of AI, changing societal needs and growing global competition have increased expectations and accelerated the pace of change. The challenge is no longer just about accessing information, but also about learning how to evaluate it critically, develop independent perspectives and maintain creativity in an increasingly dynamic world.

At the same time, however, today’s students have access to opportunities and resources that were unimaginable just a decade ago. Through programmes such as the iF Design Student Award, we continue to see emerging designers demonstrate remarkable curiosity, adaptability and forward-thinking ideas.

The true value of these platforms extends far beyond the competition itself. They provide a space for participants to test their ideas, learn from diverse viewpoints and receive valuable feedback from industry experts. Such experiences help young designers to develop the judgement, resilience and problem-solving skills required to transform promising concepts into impactful solutions.

How does the company and especially design of products (made for families) profit from young designers and are there certain programs for young professionals at WONDERLAND?

Mark Lin: Young designers can bring tremendous value to companies, as they tend to approach challenges with fresh perspectives and fewer preconceived constraints. They also tend to have a more intuitive understanding of emerging lifestyles, evolving user expectations and new technologies, leading to innovative approaches to design and problem solving.

At Wonderland, we see working with young designers as a chance for both sides to learn from each other. Through initiatives such as the Great Design Award and our support of programmes like the iF Design Student Award, we aim to encourage emerging talent and gain insights into new ideas, design approaches and future trends.
These interactions help us to stay connected to the evolving needs of future generations, to challenge our own assumptions and to maintain a culture of curiosity and innovation. In this way, the value extends well beyond recruitment; it is about fostering an ongoing dialogue between the design industry and the next generation of designers.

When you work together or when you come in contact with young designers getting started – what are their biggest challenges? What did you experience?

Mark Lin: One of the biggest challenges for young designers is turning promising ideas into solutions that can be successfully implemented in the real world.

Many emerging designers offer fresh perspectives and highly creative concepts. However, developing a deeper understanding of user behaviour, market realities, manufacturing considerations and implementation constraints often comes with experience. This means there are opportunities to further refine aspects such as usability, feasibility, and execution.

In my view, exceptional design is not solely defined by originality. Rather, it is the ability to balance creativity with practicality while thoughtfully addressing user needs, functionality and aesthetic quality. It is this balance that transforms a good idea into a meaningful and lasting solution.

The Sustainable Development Goals by the UN are at the core of the whole iF DESIGN STUDENT AWARD competition every year. What role does sustainability play at WONDERLAND?

Mark Lin: At Wonderland, we no longer view sustainability as an added feature — it is a fundamental consideration in how we design and develop products.

We take a holistic approach, considering the environmental impact of products throughout their lifecycles — from material selection and manufacturing processes to packaging, product longevity and end-of-life considerations. We believe that sustainability is most meaningful when it is integrated into decision-making from the outset, rather than being treated as a separate objective.

As our products are designed for infants, children and families, we recognise that sustainability cannot compromise safety, quality or user experience. As designers and manufacturers, one of our ongoing responsibilities is to strike the right balance between environmental performance, durability, safety and everyday usability.
Ultimately, we believe that truly sustainable design is about creating products that reduce environmental impact and deliver lasting value to users.

What is your advice to young aspiring design talents and why should young people participate in the iF DESIGN STUDENT AWARD?

Mark Lin: My advice to aspiring designers is to focus on understanding the problem before developing a solution. Great design is not just about products or aesthetics; it's about understanding people, identifying unmet needs and creating meaningful solutions. I encourage young designers to seek out diverse experiences, engage directly with users and maintain a sense of curiosity. The most valuable insights often stem from observation, empathy and challenging assumptions.

Great design is rarely about adding complexity. More often than not, it's about finding the simplest, most intuitive way to solve a complex problem while balancing functionality, usability and aesthetic quality. Above all, never lose sight of the people you are designing for.