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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow January 22@Update Brakfast
January 22@Update Brakfast
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Business Design and Creativity

The current economic situation is causing economists, sociologists and politicians from around the world to reflect on what can be done and how this crisis, which seems to have no end in sight, can be controlled. Countries find themselves immersed in a heated battle to control their deficit and cut back on spending. At the same time, new outlooks and opportunities must be considered in order to move forward. As has happened at other times in history, it seems that the creativity of businesspeople and creators will have to be what contributes new energy to help find new opportunities for the future. Design as a paradigm and lifestyle must be involved in an ongoing, fruitful dialog with research.
The first of the 2012 breakfasts, organized in collaboration with the Barcelona Design Center (BCD) presented design and creativity as key elements for encouraging business development. The event took place in the Media-TIC Building auditorium, in the 22@ district.

First of all, Josep Miquel Piqué, of the Barcelona City Council, and Pau Herrera, president of the BCD Barcelona Design Center Executive Committee, welcomed participants. Both highlighted the strategic importance of design and Barcelona’s vocation for driving this activity and strengthening the Barcelona brand both to project the city abroad and to attract foreign designers to the city. The BCD works to bridge the gap between design and products or enterprise.
The book ‘Las ruedas mágicas de la creatividad’ (The Magical Wheels of Creativity) proposes new techniques to revitalize the imagination and look at the world creatively

Then, Carlos Rabate, chief operations officer at INDRA SW Labs presented his book ‘Las ruedas mágicas de la creatividad’ (The Magical Wheels of Creativity) and spoke about new techniques that can revitalize the imagination and put a new paradigm of creativity into practice in companies. Rabate explained that we can all modify our brains in order to look openly at the world around us. “Learning limits what we see,” the brain contracts after a certain point, and human beings live out their days repeating what they have learned. “Learning isn’t metaphysical, but physical,” he says.
‘Las ruedas mágicas de la creatividad’ is inspired by Renaissance-era magic and invites the reader to develop their own imagination using games involving the senses and the power of symbols and diagrams. The author proposes a magical voyage that will help us build a new language for our imagination that dynamizes the traditional thinking process. “There are things that only a child can understand,” they have a lineal interactivity and don’t yet see the world according to the canons established in the brain through restrictive education. Everything we learn throughout our lives determines our vision of a divided reality, only seeing a very small part. Carlos Rebate recalled Rabindranat Tagore’s words: that true education springs from within, it is not imposed from without. This would allow us to recover our vision of the world. Everything we are is determined by stimulation, he said, and this makes us shortsighted, unable to see reality as a whole. According to Carles Rebate’s theory, systematic reform of the imagination can help up force our brains to take on an inquisitive attitude to drawn us out of ourselves and open up a whole universe of opportunities. A computer engineer that has also studied philosophy and artificial intelligence, Carlos Rebate believes that the experience he proposes begins with regenerating our own selves, which will then lead to marvelous personal and business projects.
ESCOFET is committed to research and creativity as an ongoing dialog with architects and designers
Afterwards, Enric Pericas, architect and director of Elements Urbans d’ESCOFET 1886, spoke about the company’s commitment to research and creativity as an ongoing dialog with architects and designers. ESCOFET has had a long, fruitful history designing and creating solutions for urban spaces throughout its more than 125 years of existence. This company recently received the Barcelona Chamber of Commerce award.
Pericas explained one of the company’s secrets: they believe that it is key to work closely with the designers, as they have done over the five generations that have worked with the company since it began. Pericas began his work at ESCOFET in 2001, as Director and Editor of Urban Elements, a position he currently combines with his work as an architect and professor of architecture.
Enric Pericas gave a quick overview of the company’s most noteworthy projects over the past 125 years and explained that the company’s philosophy emphasizes the importance of the project and of the creative personality. They don’t believe in the need for a method or a strategic plan. Inspiration comes from ongoing work. One of the architects that worked with ESCOFET was Antoni Gaudí, who helped introduce them to industrial paving, as in Gaudí’s mind, the company was too artisanal and meticulous. An example of ESCOFET’s work can be seen in Casa Batlló, as well as the flower tiles that decorate the sidewalks of many of Barcelona’s streets. In the sixties, ESCOFET created the paving stones for the Rambla and those for the sidewalks on Passeig de Gràcia. In the seventies, explained Pericas, ESCOFET reinvented itself and moved towards manufacturing cement with value added, for example for the Sagrada Família.
The company currently has 48 design products in their catalog, which they market around the world. One example is a modular bench that can be found in numerous cities. Pericas explained that his company believes in excellence in modeled cement. They also work to create cement that generates a series of products made of lighter liquid stone. “At times it looks like wood,” he said.
To finish up the January Breakfast, Josep Miquel Piqué spoke of the importance of companies innovating, being aware of the fact that creativity is a challenge that can help them get through these difficult times. 22@ currently offers a number of different aid mechanisms to collaborate with companies and people on projects geared towards the district.
Josep Miquel Piqué announced that the February Breakfast will focus on the events of the World Mobile Congress (http://www.mobileworldcongress.com/ ) which will take place in Barcelona from 27 February to 1 March.

INDRA Presentation
ESCOFET Presentation

Key ideas

-For a design company, direct, ongoing contact with creators is key. Inspiration comes from daily effort and a close study of ideas contributed by these creators
-The book ‘Las ruedas mágicas de la creatividad’ is inspired by humanistic ideas developed during the Renaissance and invites the reader to jump start their imagination in order to set off on a magical voyage that will help them build a new language to dynamize the traditional thinking process.

Attendees speak

-It’s difficult to change, but we must seek out new perspectives, new ways of thinking. By stepping outside of ourselves, we can find new mechanisms to re-construct projects that are currently stuck in the mud. I will read this book; hopefully we can all be a bit more optimistic.
-There are people who haven’t yet reached forty, who are young, but aren’t willing to open themselves up to the world. They are too restricted by the educational constraints they learned at school and at home. I think they should give their imagination a chance to create, be more creative, dream and generate new wealth.

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