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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow April 22@Udate Breakfast
April 22@Udate Breakfast
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Open design, an innovation tool for business development



Design has always been a fundamental part of business development and has brought elements to productivity that are essential to the creative process. In the ongoing need to research and innovate on previous values we can find the evolutionary keys of business and its products.

The April 22@Update Breakfast focused on Open Design, an innovation tool for business development. It took place in the Auditorium at Pompeu Fabra University and featured Viviana Narotzky, president of the ADI-FAD; Alessandro Rancati, member of the 22@Network, Innovation Committee; and Borja Piñeiro, coordinator of Design Ideas Market, accompanied by designer and entrepreneur Pau Sabater.

The event was opened by Enric Urreta, member of the 22@Network Board of Directors, who highlighted the value of design as a key element for the development of companies in their creative process or in research.

Afterwards, Urreta introduced Viviana Narotzky, president of the ADI-FAD, who spoke about the work being carried out by the FAD. She also introduced the concept of open design, the central focus of the Barcelona Design Festival 2012. Narotzky started off with an overview of the history of Fostering Arts and Design (FAD), a private, independent, non-profit organization that was founded in 1903 to promote design and architecture as part of the country’s cultural and economic life.

The FAD has become the benchmark center for design and architecture in Catalonia and Spain, promoting creative culture through exhibitions, awards and other events. The FAD is an “association of associations”, explained Viviana Narotzky. It is broken down into five associations representing five disciplines of design (Graphic Design; Interior Design; Industrial Design; Arts and Handicrafts; Image and Fashion). This structure fosters and coordinates projects through interdisciplinary, transversal debate.

The FAD carries out many important tasks in Barcelona’s design arena, including projects like the FAD incubator, exhibitions and the creation of a highly useful database for professionals in the field. Some of their most noteworthy initiatives are the Laus Awards in Graphic Design, Advertising and Visual Communication, and the FAD Awards for Architecture and Interior Design. As President of the Industrial Design Association, Viviana Narotzky highlighted the Delta Awards for the best Industrial Design projects, promoted by the ADI-FAD, which enjoy great international projection, she said.

Since last year, the FAD has organized ‘FADfest’ during the Barcelona Design Festival as a visibility platform where they propose contents and provide support for companies in organizing activities during the festival. This congress was created to bring an open outlook of sharing to the whole design community, born out of open code practices, copyleft, co-creation and co-working. This year’s Barcelona Design Festival expects to multiply the presence of FADfest in international media. To this end, they will draft a communication plan to give the initiative strategic visibility abroad. FADfest will take place on 2 and 3 July.

The technological revolution has also revolutionized industrial design

Open Design. As the President of the ADI-FAD explained, the concept of participative, shared design is the creative point industrial design has now reached. We have moved from Fordism (the concept of centralized mass production with a single design and license) towards a progressive decentralization of distribution (post-Fordism). We now work with a much more evolved idea: the network, which is based on much more accessible online distribution.  Open Design works with direct-access licenses, specified through a shared digital language that allows users to reconfigure and broaden the scope of the initial design. Open Design, explained Viviana Narotzki, allows products to be manufactured with machines available on the market, moving away from the old system of exclusive, artisanal molds that did not allow for distributed manufacturing on different scales.

The technological revolution has also revolutionized industrial design and the manufacturing and distribution system, she explained. Websites like ‘MakeMe’, which is currently in the Beta stage, will allow users to download industrial designs and adapt them to their own specific needs.

People with a creative attitude wonder and question their values and hope to be able to change towards a new paradigm that will allow them to rule their own future

In his intervention, Alessandro Rancati, member of the 22@Network Innovation Committee, presented examples of open design and innovation using a Design Thinking tool developed by the Committee and made available to companies and entrepreneurs. The Map of Design Thinking is a technique used to represent knowledge and works like a geographic map, organizing companies’ coordinates, entrepreneurs’ and workers’ moods, and the ‘what’ and ‘why’ they want to manufacture specific products. All these aspects are organized in space, with a guide to improving values and production elements.

Alessandro Rancati said that people with a creative attitude wonder and question their values and hope to be able to change towards a new paradigm that will allow them to rule their own future. New concepts and realities like Open Design, Speed Painting and Fast Drawing bring new opportunities for generating design and creative processes with the advantages of a multiplicative process.

Faced with questions of Why and How, Rancati explained the philosophy that motivates this new Design Thinking tool developed by the Innovation Committee. Suggestions for generating Open Design projects are clear, simple and specific. On one hand, this promotes that each company think like a service platform. And a platform “doesn’t produce: it facilitates and connects”, explained Alessandro Rancatti. On the other hand, Design Thinking “creates a vision and works with topics, letting others find what to fill them with.” With Design Thinking, it is also important to “forget personal ego, as the essence of Open is allowing others to be successful.”

The Design Ideas Market is carrying out highly interesting tasks that put creators and entrepreneurs in contact with investors to help find business opportunities on the market.

Borja Piñeiro, BCD coordinator of the MID -Design Ideas Market, and Pau Sabater, designer and entrepreneur, explained how to put into practice the initiative of connecting creators and entrepreneurs with companies and investors, thus helping them jump start their projects and get them to market. Borja Piñero said that “an entrepreneur is someone who has a project and reactivates the economy.” Entrepreneurs are unique in their ability to make risky decisions. Unfortunately, continued Piñeiro, there are few entrepreneurs, because people are afraid to take risks, especially in times of crisis but also due to a lack of education and business training or a lack of creativity and investors.

Therefore, this Design Ideas Market that Piñeiro has coordinated since last year aims to launch innovative projects on the Design Ideas Market. The Design Ideas Market is carrying out highly interesting tasks that put creators in touch with investors to help them find business opportunities on the market.
The specific project presented at the April Breakfast was that of young Pau Sabater, who created ‘¿Trapos sucios?’ and ‘Juga pel planeta’. ‘Trapos sucios’ is based on the idea of recycling 1,200 uniforms that workers renew every so often and are still usable. Instead of throwing them away, Pau Sabater came up with the idea of recycling them, making urban design products like bags and backpacks. Through the Design Ideas Market, he contacted a brand that manufactures bags, ‘Vaho Works’, and the first recycled bags are about to hit the market, with a very trendy design. ‘Juga pel planeta’ proposes taking advantage of a children’s park to create a hydraulic watering system that has already contacted with BDU and Richter.

Pau Sabater explained that the Idea Market has given his proposals “motivation, feasibility and investors, in addition to contact with other entrepreneurs.” “Pau is a success story”, said Borja Piñeiro, who also explained that a committee analyzed the 150 proposals the BCD received and selected the best 18 projects. These 18 were invited, in addition to 22 other projects that hadn’t yet developed their idea sufficiently, to a physical marketplace where they had the chance to present and develop their ideas personally. Of these 40 projects, 34 attracted demand, and 68 meetings were generated with a possibility for purchase. They have just launched the 2012 edition to create entrepreneurs and talent.

We now have 117 companies and institutions involved in the development of 22@Barcelona

To finish up the Breakfast, Josep M. Piqué of the Barcelona City Council encouraged companies to continue moving to the 22@ district, as there is a path for those who have great ideas and thoughts and there are people who are finding success here. After the incorporation of the ARED foundation, he said, “we now have 117 companies and institutions involved in the development of 22@Barcelona and relationships in the district.”

Josep M. Piqué said that we are currently experiencing a revolution in the economic market and we can't hope to pull out of the crisis only through inertia, collectively, but that each entrepreneur must fight individually. Piqué reminded participants that BizBarcelona, a meeting place for businesspeople, entrepreneurs, investors and advisors, will take place on 13 and 14 June. This event will bring together solutions for starting up, growing and internationalizing companies and business projects.

Finally Enric Urreta reminded those in attendance that the first event of the AGOR@Network_Barcelona Global Trends will take place on 14 May at the Hotel Me in 22@. This initiative will be a discussion lunch held periodically with an internationally renowned speaker who will give their view of future trends in their sector or specialty. The inaugural session will be given by the Mayor of Barcelona, who will speak about Barcelona and the challenges it is facing for the future.

Key ideas

-Open design works with direct-access licenses, specified through a shared digital language that allows users to reconfigure and broaden the scope of the initial design.

-New concepts and realities like Open Design, Speed Painting and Fast Drawing bring new opportunities for generating design and creative processes with the advantages of a multiplicative process.

-An entrepreneur is someone who has a project and reactivates the economy. Entrepreneurs are unique in their ability to make risky decisions.

Attendees speak

-I agree; we must change the paradigm if we don’t want to bury our companies in our own solitude. We can't think that we’re the best and that we don’t need to share the benefits with others. We must move into the world of ideas and produce what is really in demand on the market. I’m always going to events where I can share ideas and synergies with other entrepreneurs; it’s essential.

-The time has come when we must sit down and think. I don’t see this as a waste of productive time. Constant movement, without thinking about what we are doing, isn’t always enriching. It can lead us into monotony and the loss of our own raison d’être.







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