The Liaison Agency Flanders Europe and Design Flanders, Agency Economy invite you for :
OPEN DAYS 2009 -
"European Design as an expression of Creativity & Innovation"
SPEAKERS CONTENT DETAILS
Date and time: Tuesday 6th of October 2009,
13:30 - 18:30
The Open Days 2008 conglomerate "Creativity & Innovation" raised awareness on the sector's economic impact on regional development and regional economic growth, shifted focus from one exclusively on the creative industries as an emerging new business sector to a focus also on ‘ordinary' and existing businesses and on creativity as a strategic tool for innovation and business development with a view to fostering growth and development in Europe's cities and regions. Participation of 280 people from most EU countries in the two workshops
The proposed Open Days 2009 conglomerate "European Design as expression of Creativity & Innovation" wishes to build on last year's success and continue and contribute to raised awareness on the sector's economic impact on regional development and regional economic growth. This year, however, with a twist and a shift of focus to the importance of Design : both management and application in the creative industries and ‘ordinary' and existing businesses and on design as an expression of creativity as a strategic tool for innovation and business development.
« Design for user-centred innovation is the activity of conceiving and developing a plan for a new or significantly improved product, service or system that ensures the best interface with user needs, aspirations and abilities, and that allows for aspects of economic, social and environmental sustainability to be taken into account. »
•1. Detailed workshop programme
Full Programme : http://www.vleva.eu/content/4302
•1.1. Work shop 1 - DESIGN POLICY and MANAGEMENT
Date and time: Tuesday 6th of October 2009, 14:00 - 16:15
Venue: Liaison Agency Flanders Europe, Kortenberglaan 71, 1000 Brussels
The workshop will be organised as a combination of plenary presentations followed by panel discussions and contributions from the audience and then interactive breakout sessions where regional examples will be showcased.
The focus of the first work shop is on the DESIGN POLICY and MANAGEMENT for creative industries and the creative sector as an emerging business sector with large potential and added value for the local-regional economies. The European Commission will issue a Communication on design to be published during the European Year of Creativity and Innovation in 2009. This non-legislative policy document is aimed at the other European institutions, notably the European Parliament and the Council of the European Union, and will include guidance to EU Member States on national design promotion strategies in addition to other measures to support the growth of Europe's design industries and to stimulate the wider adoption of design by Europe's 23 million Small and Medium-sized Enterprises. Members of the European Institutions will give some background into the strategic research agenda's of different DG's that focus on the topic of the workshop.
With presentations and best practices from the participating regions, the session will explore the characteristics of the DESIGN POLICY and MANAGEMENT. Furthermore, the session puts up for discussion local-regional framework conditions supportive of the design sector as well as the question of what and how the sector adds value to the local-regional economies. The European Commission will reinforce its efforts to build up a knowledge base for design activity and design policy in Europe. The European project ADMIRE, supported by the Commission under PRO INNO Europe, is currently conducting a mapping study of design and design management in Europe. This information will be complemented by data from existing tools such as the INNO-Policy Trendchart, the Inno barometer and the European Innovation Scoreboard, which will give design a more prominent place from 2008 onwards. The ADMIRE project was launched in January 2007. ADMIRE aims to encourage companies - especially SMEs - to introduce design management procedures in order to improve their competitiveness. To this end, the ADMIRE project intends to stimulate innovation, establish a European knowledge-sharing platform, organise the European Design Management Award <http://www.designmanagementeurope.com/> and to identify and test new activities to promote design management.
It should be emphasised that at the regional and local level DESIGN is an important tool in the innovation & creativity process. Also the regional and local level the governance it has a link to the growth and jobs strategy, especially, although not exclusively, through their contribution to the National Reform Programmes works differently in the different regions. We are numerous regions with different types partners and different approaches towards ‘creativity & innovation' and we define it differently -as ‘creativity based innovation' and ‘ technology based innovation'.
MODERATOR Mr Johan Valcke, Flanders Design (BE) & Board Member BEDA: "Design Flanders promotes designers and their designs and stimulates companies and the public to use design"
KEY NOTE SPEECHES
Presentation no. 1 Mrs. Charlotte Arwidi, of DG ENTR will discuss the integration of design into European innovation policy and into European policy in a larger perspective. She will present the results of a public consultation on a Commission document on "Design as a driver of innovation". [The online publication and launch of the consultation will take place late March/early April. The document will not contain policy recommendations, but is expected to raise awareness in the Member states and contribute to the European policy debate.] The result of the consultation will feed into the new European plan for innovation, planned for late 2009/early 2010. She will also briefly discuss other existing and ongoing Commission initiatives in the area of design.
Presentation no. 2 Mr. Roger O'Keeffe, of DG EAC will give a speech on the European Year of Creativity and Innovation 2009, the importance of the creative and innovation for Cities and Regions in Europe and the initiatives presented in 2009 in the context of this European Year. Creativity and innovation contribute to economic prosperity as well as to social and individual wellbeing. The European Year of Creativity and Innovation aims to raise awareness of the importance of creativity and innovation for personal, social and economic development; to disseminate good practices; to stimulate education and research, and to promote policy debate on related issues, including the important topic of Design.
http://create2009.europa.eu/index_en.html
Presentation no. 3 Mr. Jan R. Stavik, of BEDA will give a speech on the Bureau of European Design Associations. BEDA exists to ensure permanent liaison between the professional societies of designers, the promotional, educational, research, social and design management organisations and networks within the countries of Europe, and to act as a liaison between the Union and the authorities oft he EU. January 2009 sees the start of the year to celebrate BEDA's 40th Birthday. Initiated in London in 1969 BEDA has been working towards the development of design as a key component of the European culture and economy for four decades. It is fitting and appropriate that BEDA‘s birthday coincides with the 2009 European Year of Creativity and Innovation.
http://www.beda.org/: Website The Bureau of European Design Associations
REGIONAL SHOW CASES
- Regional Showcase no. 1
Mr. José Luis Sánchez, General Director of Innovation and Business Development from Grupo Sodercan, - Cantabria Region (ES)- "Design as key factor towards the development of innovative technological industries in Cantabria" Grupo Sodercan, which is the Regional Development Agency of Cantabria, supports the development of industrial and technological design through different actions included in the Cantabria Governance Plan and the R&D Regional Plan. Grupo Sodercan is currently supporting the development of the design policy as a key component of its innovation policy. The main example of this strategy is the design in the field of components developed by the Technological Centre of Components (CTC). This area includes the development of knowledge and technological advances to improve the generation and design of products, processes and services as well as the means of production.
- Regional Showcase no. 2
Prof.Stuart Bartolomew, Principle and Chief Executive, The arts Institute at Bournemouth, South West UK Region (United Kingdom): "Advanced education and scholarship in arts, design and media"
The Arts Institute at Bournemouth is a specialist provider of advanced education and scholarship in arts, design and media. The specialist institute is small by comparison to other Higher Education institutions, but has a significant regional, national and international reputation and, in particular, in its capacity to progress students into the creative industries. The Arts Institute at Bournemouth offers the means for students to acquire the professional skills and knowledge for careers within the creative economy, which is worth €60bn per year to the UK.
- Regional Showcase no. 3
Mr. Pekka Timonen , Cultural Director, City of Helsinki (Finland) - "Helsinki's bid for the World Design City 2012"
Mr. Pekka Timonen is the Cultural Director of the City of Helsinki since 2005. He has been running the preparations of Helsinki's bid for the World Design City 2012. Previously, he has worked as the director of the Finnish Cultural Institute in Budapest, led Kaapelitehdas (Cable Factory), the biggest centre for creative industries in Finland, and worked as a production manager of the Helsinki City of Culture Foundation when Helsinki was one of the European Capitals of Culture in 2000.
- Regional Showcase no. 4
Mrs. Klara De Smedt, of Designcenter | De Winkelhaak, Antwerp (Belgium) "An Urban regeneration project focused on Design", This project has stimulated the regeneration around Antwerp Central Station. Once a glorious shopping area, the street had suffered from the displacement of leading shops in the direction of the river banks. Until November '98 prostitution, crime and drug abuse ruled the neighbourhood. After the approval of a city plan for the surroundings of the new HST railway station the city council could exile the prostitution from the area, renew the streets and start an ambitious premises policy.
- Regional Showcase no. 5
Prof. Gerda Roper, Dean School of Arts and Media, University of Teesside(North East of England) "the Institute of Digital Innovation" Teesside have recently built the Institute of Digital Innovation which provided starter units, technology and business support to their graduates and emerging SME's through its DigitalCity Fellowship Scheme - Teesside has real expertise in games design, digital imaging etc and the University has produced excellent graduate support linked to industry to enable new digital SME's to thrive. http://www.tees.ac.uk/sections/about/digitalcity.cfm
•1.2. Work shop 2 - Design in SME's and industries
Date and time: Tuesday 6 10 2009 : 16:45 - 18:30
Venue : Liaison Agency Flanders Europe, Kortenberglaan 71, 1000 Brussels
Building upon workshop 1, this workshop shifts focus from the DESIGN POLICY and MANAGEMENT to one on DESIGN in SME's and industries. It explores how DESIGN can be a strategic tool for innovation and how to explore and establish synergies between creative and traditional industries. Design promotion centres have often been driven in the past by a traditional craftsmanship culture that entails a strategy focused mainly on product design and on the performance of products in the market place. While at the same time the design profession was fundamentally changing with packaging design, corporate design and web design as driving forces.
The economic and managerial context of "design added value" with regional or national design promotion centres acting as centres of resources for integrating design into SMEs. SMEs are a very interesting target for design promotion centres, who can help in improving an SMEs competitive edge and performance. It should not be forgotten that designers are often SMEs also.
The workshop will be organised as a combination of plenary presentations followed by panel discussions and contributions from the regions : best practices of regional examples will be showcased. The plenary presentations will set the scene for the regional showcases by presenting different approaches to the theme ‘resources for integrating design into SMEs" and by bringing into play overall and essential questions such as driving forces and framework conditions for bringing this creativity & innovation into play in the local-regional economies.
MODERATOR Mrs Ingrid Vandenhoudt , Flanders Design (BE)
PLENARY PRESENTATIONS
Presentation no. 1
Mr. Matthew Desmier, Head of Enterprise Unit - The Arts Institute at Bournemouth (South West UK), Member of Steering Committee - South West Design Forum and Acting Chair - Dorset Design Forum
The South West Design Forum is run by designers for designers and is aimed at developing and strengthening the design industry across the South West of England. It fosters the regional strengths in design and represents the South West nationally and internationally. The forum has grown organically over the past five years and now has 1300 members and satellite fora in the six counties of the South West. The South West Design Forum has been instrumental in developing a programme of continuous professional development for the design industry and in the construction a tool to provide evidence on the return of investment in design. The forum has integrated itself within the Higher Education provision in the South West and has assisted the region to gain its national and international prominence.
Presentation no. 2
Mr. Stéphane Simon, Operating Director of the Lieu du Design, Paris, Région Ilè-de-France (France) Design in the Paris Region involves 4,000 companies and over 30,000 people in generating annual revenue of €2.5 billion. Nearly two-thirds of French designers, working in a large number of independent agencies and 120 in-house design offices are also based here. It all helps to make the region a center of creative excellence that simply attracts good design. So perhaps it's not surprising that the region decided to create what Regional Council Chairman Jean-Paul Huchon calls "A unique and permanent forum for meetings and discussion". He sees Le Lieu du Design as "A place in which to promote industrial design and eco-design as the basis for sustainable development". It's an approach he describes as aiming "To make daily life easier, more pleasant and more comfortable", as well as "Safer and more respectful of our environment".
Presentation no. 3
Mrs. Marriet Mittendorf, Councillor responsible for design, Municipality of Eindhoven (the Netherlands)
Eindhoven organises an annuel Design Week. Einhoven also lead ADMIRE, a project in the European PRO-INNO ACTIONS program, demonstrated and promoted the that well managed design means even better business. Eighteen partners from fourteen European countries will work together on the establishment of a true European Design Management Award for organisations that integrate design in a successful way in their company's management, policy and strategy. It will also challenge European regional authorities to stimulate innovation through design with a European Design Agenda that supports design economy and promotes design to a broad audience. ADMIRE, a project in the European PRO-INNO ACTIONS program (DG Enterprises and Industry of the European Commission), has realised ambitious objectives in the field of promoting good design management. ADMIRE aims at stimulating companies - especially SMEs - to come into action and enhance innovation and competitiveness of their companies by the implementation of good design management. This will enable them to innovate and differentiate their products and services in a successful way, which will contribute to the innovative power and strength of regional and European economy in general.
The round of plenary presentations will be concluded by a brief panel discussion on Design innovation in SME's and local-regional framework conditions with input and questions from the audience. Participants will then be introduced to different regional cases and best practices.
REGIONAL SHOW CASES
- Regional Showcase no. 1,
Prof. Alessandro Deserti, of the Politecnico di Milano, Milan, Lombardia Region (IT) will present the Milano-Brianza Design Cluster. The presentation will be focalized on the characteristics of the Milano-Brianza Design Cluster, with the following structure : The history of the Milano-Brianza design cluster, the design Milano-Brianza cluster at work and the future challenges. Almost all the histories of Italian design show how design culture was born in the close relation between SMEs and professionals. Starting from those sectors today we would normally call "design-oriented", and mainly locating in the area stretching from Milano to Como, Italian SMEs historically develop a symbiotic relationship with design, which becomes the engine of innovation: a driver to build their identity, and emerge in the domestic and in the international markets. The mechanisms to explain how the Milano-Brianza cluster works have to be found in the cultural background, but we cannot understand them completely unless we refer to the idea of a Design System. This System includes celebrated brands and professionals, but also specialized companies working in the supply chain, professional with peculiar skills integrating the work of the designers, companies providing specialized services, magazines spreading culture and communicating the products, schools training human resources, fairs attracting buyers, complementary sectors building and overall area brand, a city and an entire region living immersed in design as an everyday thing.
- Regional Showcase no. 2,
Mrs. Maria Bonnafous-Boucher, Directeur de la recherche of Advancia et Negocia, of the Chambre de Commerce et d'Industrie de Paris (FR) will talk about "Creativity and Innovation, linking disjointed worlds : The Research Chair in Creation and Creativity". She will present the Research Chair in Creation and Creativity addressing issues such as : The development of the function of creation - as a means to achieve innovation and as a management practice on one hand, and the development of artistic practices steeped in those of management, marketing and entrepreneurship on the other, create a mirror effect and raise questions linking disjointed worlds. This continuity between disconnected worlds linked by the same value, that of creation for innovation, is therefore an opportunity for knowledge; it is thus an entirely scientific question. Creativity can be seen as an infinite, developing process, seeking out the ‘new' with a view to innovation and therefore to what is useful; but isn't it in conflict with creation as a symbolic representation of something whose end result is not useful per se ?
- Regional Showcase no. 3,
Prof. Michael Tovey, Director for Design at the Coventry School of Design, Coventry Universtity - West Midlands Region (United Kingdom): ‘Design support for niche vehicle companies, taking microcab as an example.'
Design and Visual Arts at Coventry University is about being engaged in an exciting, stimulating and challenging world of images, objects and ideas. Students specialise in Graphic Design, Fine Art, Crafts or Illustration, taught by top level creative practitioners who encourage students to develop their own potential at the Coventry School of Design.
(see http://wwwp.coventry.ac.uk/cu/schoolofartanddesign )
- Regional Showcase no. 4,
Prof. Małgorzata Wyszogrodzka- Trzcinka, Head of Designing Basics Course, Faculty of Design and Interior Architecture, Academy of Fine Arts and Disign in Lodz, Lodz Region (Poland)- "The Role of Institutions of Higher Art Education in Training Designers for Various Branches of Industry"
She studied at the State High School of Fine Arts in Łódź, at the Faculty of Fashion and Textile Design. She got a diploma in the Studio of Knitted Fabric Design run by Professor Kazimiera Frymark- Błaszczyk and in the Studio of Painting run by Professor Zdzisław Głowacki. Since 1975 she worked as a didactic worker at the Chair of Knitted Fabric, the Faculty of Fashion and Textile Design, the State High School of Fine Arts in Łódź. Since 2003 she worked at the Faculty of Industrial Forms(at present the Faculty of Design and Interior Architecture), since 2005 she had been the Head of the Studio of Design Basics,in a position of professor ordinarius.
- Regional Showcase Case no. 5
Mr. Dirk Vens managing director of Curana, & Adriaan Debruyne, Designer of Curana, Flanders (Belgium) Curana has become a strategic development partner for the big European bicycle manufacturers and is closely involved in the technological product innovations of these companies. They are becoming a global trendsetter in innovation in this sector. At Curana they investigate, design, invent, surprise, create, engineer, produce, ... The innovative reputation of the Curana company is growing, they are winner of the European Design Management Award in 2008. (seehttp://www.belgiandesignforum.be/ see ambassadors, design in SME's, short film.)
CONCLUSIONS
REGIONAL SHOW CASES
Prof. Alessandro Deserti, of the Politecnico di Milano, Milan, Lombardia Region (IT) will present the Milano-Brianza Design Cluster. The presentation will be focalized on the characteristics of the Milano-Brianza Design Cluster, with the following structure : The history of the Milano-Brianza design cluster, the design Milano-Brianza cluster at work and the future challenges. Almost all the histories of Italian design show how design culture was born in the close relation between SMEs and professionals. Starting from those sectors today we would normally call "design-oriented", and mainly locating in the area stretching from Milano to Como, Italian SMEs historically develop a symbiotic relationship with design, which becomes the engine of innovation: a driver to build their identity, and emerge in the domestic and in the international markets. The mechanisms to explain how the Milano-Brianza cluster works have to be found in the cultural background, but we cannot understand them completely unless we refer to the idea of a Design System. This System includes celebrated brands and professionals, but also specialized companies working in the supply chain, professional with peculiar skills integrating the work of the designers, companies providing specialized services, magazines spreading culture and communicating the products, schools training human resources, fairs attracting buyers, complementary sectors building and overall area brand, a city and an entire region living immersed in design as an everyday thing.
- Regional Showcase no. 2,
Mrs. Maria Bonnafous-Boucher, Directeur de la recherche of Advancia et Negocia, of the Chambre de Commerce et d'Industrie de Paris (FR) will talk about "Creativity and Innovation, linking disjointed worlds : The Research Chair in Creation and Creativity". She will present the Research Chair in Creation and Creativity addressing issues such as : The development of the function of creation - as a means to achieve innovation and as a management practice on one hand, and the development of artistic practices steeped in those of management, marketing and entrepreneurship on the other, create a mirror effect and raise questions linking disjointed worlds. This continuity between disconnected worlds linked by the same value, that of creation for innovation, is therefore an opportunity for knowledge; it is thus an entirely scientific question. Creativity can be seen as an infinite, developing process, seeking out the ‘new' with a view to innovation and therefore to what is useful; but isn't it in conflict with creation as a symbolic representation of something whose end result is not useful per se ?
- Regional Showcase no. 3,
Prof. Michael Tovey, Director for Design at the Coventry School of Design, Coventry Universtity - West Midlands Region (United Kingdom): ‘Design support for niche vehicle companies, taking microcab as an example.'
Design and Visual Arts at Coventry University is about being engaged in an exciting, stimulating and challenging world of images, objects and ideas. Students specialise in Graphic Design, Fine Art, Crafts or Illustration, taught by top level creative practitioners who encourage students to develop their own potential at the Coventry School of Design.
(see http://wwwp.coventry.ac.uk/cu/schoolofartanddesign )
- Regional Showcase no. 4,
Prof. Małgorzata Wyszogrodzka- Trzcinka, Head of Designing Basics Course, Faculty of Design and Interior Architecture, Academy of Fine Arts and Disign in Lodz, Lodz Region (Poland)- "The Role of Institutions of Higher Art Education in Training Designers for Various Branches of Industry"
She studied at the State High School of Fine Arts in Łódź, at the Faculty of Fashion and Textile Design. She got a diploma in the Studio of Knitted Fabric Design run by Professor Kazimiera Frymark- Błaszczyk and in the Studio of Painting run by Professor Zdzisław Głowacki. Since 1975 she worked as a didactic worker at the Chair of Knitted Fabric, the Faculty of Fashion and Textile Design, the State High School of Fine Arts in Łódź. Since 2003 she worked at the Faculty of Industrial Forms(at present the Faculty of Design and Interior Architecture), since 2005 she had been the Head of the Studio of Design Basics,in a position of professor ordinarius.
- Regional Showcase Case no. 5
Mr. Dirk Vens managing director of Curana, & Adriaan Debruyne, Designer of Curana, Flanders (Belgium) Curana has become a strategic development partner for the big European bicycle manufacturers and is closely involved in the technological product innovations of these companies. They are becoming a global trendsetter in innovation in this sector. At Curana they investigate, design, invent, surprise, create, engineer, produce, ... The innovative reputation of the Curana company is growing, they are winner of the European Design Management Award in 2008. (seehttp://www.belgiandesignforum.be/ see ambassadors, design in SME's, short film.)
CONCLUSIONS
