Design Innovation

creative industries/ regional developments and

societal challenges
Gerin Trautenberger (BA hons)
microgiants GmbH /European Design Innovation Initiative
Design
innovation
Design Innovation Initiative: 2012
For complex societal problems, design can
offer people-centred approaches that can
achieve better solutions.
SOCIETAL CHALLENGES _ Europe 2020
Growth
Wealth
Sustainability
EDII European Design Innovation Initiative
European Commission, DG Enterprise and Industry
creativwirtschaft.at
Europa / Horizon 2020
10%
15%
20%
25%
30%
1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009
Manufacturing, value added (% of GDP, Source World Bank
10%
15%
20%
25%
30%
1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009
Manufacturing, value added (% of GDP, Source World Bank
Manufacturing, value added (% of GDP) Source: Worldbank
USA
OECD
EU
AUSTRIA
DENMARK
GERMANY
PORTUGAL
GREAT BRITAIN
250
Each 100 investment
in design equals 250
turnover.
3
5
6
.
0
0
0
number of enterprises in austria
10%
creative industries
1
2
7
.
0
0
0
employees
9
2
.
0
0
0
self-employed
1
8

5
0
0

0
0
0

0
0
0

Total turnover

more than mechanical

and chemical industry
7

2
0
0

0
0
0

0
0
0

net added value

100
2011/2012
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
WIEN
LINZ
St. PLTEN
KLAGENFURT
GRAZ
INNSBRUCK
BREGENZ
SALZBURG
EISENSTADT
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
5,0
WIEN
LINZ
St. PLTEN
KLAGENFURT
GRAZ
INNSBRUCK
BREGENZ
SALZBURG
EISENSTADT
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
2011/2012
7,4
5,0
WIEN
LINZ
St. PLTEN
KLAGENFURT
GRAZ
INNSBRUCK
BREGENZ
SALZBURG
EISENSTADT
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
10,0
7,4
5,0
Krems a.d. Donau
Tulln
Gnserndorf
Neukirchen
Wr. Neustadt
Eisenstadt Land
Baden
Waidhofen/ Ybbs
Graz Umgebung
Salzburg Land
Dornbirn
Feldkirch
Wels Linz Land
Steyr
Urfahr Umgebung
WIEN
LINZ
St. PLTEN
KLAGENFURT
GRAZ
INNSBRUCK
BREGENZ
SALZBURG
EISENSTADT
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
> 10,0
10,0
7,4
5,0
Korneuburg
Mdling
Wien /U.
Wien /U.
Wien /U.
Krems a.d. Donau
Tulln
Gnserndorf
Neukirchen
Wr. Neustadt
Eisenstadt Land
Baden
Waidhofen/ Ybbs
Graz Umgebung
Salzburg Land
Dornbirn
Feldkirch
Wels Linz Land
Steyr
Urfahr Umgebung
WIEN
LINZ
St. PLTEN
KLAGENFURT
GRAZ
INNSBRUCK
BREGENZ
SALZBURG
EISENSTADT
in Prozent
distric boarders
federal states
100 50 0
Numbers of CI companies as percentage of
total numbers of companies in austrian regions (districts).
percent
Italy
CH
Germany
Slovenia
Hungary
Czech Republic
Slovenia
2011/2012
cross-border CI
17%
city-dependent
CI
24%
intrinsically
motivated urban CI
31%
rural creative
entrepreneurs
28%
Typology of Creative Industries
geographical location
rural urban
s
i
z
e

o
f

e
n
t
e
r
p
r
i
s
e
S
m
a
l
l

S
i
z
e
>

1
0

e
m
p
l
o
y
e
e
s
2011/2012
location factors for CI
s
a
t
u
s
f
a
c
t
i
o
n

o
f

l
o
c
a
t
i
o
n

f
a
c
t
o
r
Importance of location factors
less
satised
entirely
satised
less important important
job market
R&D Infrastructure
educational facilities
the region
creative environments
acess to markets
real estate
proximity to customers and partners
transit routes
general quality of life
soft location factors
hard location factors

trgt zur Wettbewerbsfhigkeit und zur Markenbildung der Regionen bei,

und untersttzt die Bewltigung von Krisen und Strukturwandel

ist Innovationspool und ein Innovationsvehikel. Somit ein Werkzeug

zur regionalen intelligenten Spezialisierung

strkt so die regionale Resilienz, Nachhaltigkeit und Nahversorgung

ist Grundlage fr regionale Identitten nach innen und Image nach auen

schat Perspektiven - verhindert Brain Drain und trgt zur Attraktivitt und zur Vitalitt
einer Region bei

Kreative Menschen in den Regionen entwickeln neue Denkanstze und Modelle fr ihre
Region

Qualizierte kreative Arbeitskrfte mit hheren Einkommen verschaen den

Gemeinden ein hheres Kommunalsteueraufkommen
Creative Industries contribute to a repositioning
of cities and regions.
capacity to
compete brand
building
structural change
h
a
n
d
l
i
n
g

t
h
e

c
r
i
s
i
s
innovation
pool
means of
innovation
s
m
a
r
t

s
p
e
c
i
a
l
i
s
a
t
i
o
n
regional
resilience
l
o
c
a
l

s
u
p
p
l
y
regional
identity
brain
drain
new
perspectives
v
i
t
a
l
i
t
y

a
n
d

a
p
p
r
e
c
i
a
t
i
o
n
new methods
new models
new ideas
CREATIVE INDUSTRIES
and REGIONS
DESIGN INNOVATION INITIATIVE
DG Enterprise & Industry
The European Design Leadership Board was
established in early 2011 by Commission
Vice President Antonio Tajani.
6 areas for strategic design actions
21 recommendations
One Co-Design Workshops with
over 50 key stake holders
534 Projects
Study: The Creative Motor for Regional Development
Supported Projects by the DG Regio and Structural Fonds
2011/2012
2011/2012
highly innovative and dynamic
Spot Markets
no long term partnership
burn out
difcult market entry
for newcomers
No networking
possibilities
highly networked
Main Centers
resilient structures
stable and dynamic
CoIIaboration
tendency for closure
No Networked Clusters
freezing structure
Development Production Marketing Sales
traditional value chain (supply chain)
within a single company
New value creation system
Apprenticeship and vocational trainings
600 apprentices
VINCI Vouchers IN Creative Industries
Develop and implement a voucher scheme to encourage
the wider use of innovative creative industries services by
companies or organisations from other sectors
20a 5000 pilot project then for one of three regions -
Austria, Ireland and Spain
Strengthen & professionalise SMEs innovation
capacity (smes are buying ci)
Create new relationships
between creative service providers on a national
and European level
Develop a Best Practice model
for a national Austrian creative voucher scheme
VINCI as a trigger
Policy learning
(Provisional Logo)
2011/2012
international designers
Open Design Pop-Up Store,
Graz 2011
local production
fabrication on demand
no shipping costs
28 products and furniture
400 visitors
24 days store open
local value creation
5 000 visitors online
Global Design
Local Production
radius 150 km
b
Open Design Pop-Up Store,
Graz 2011
Bbda
by Evan Jones,
made of 20 000 pics from ickr
Bbda
www.ronen-kadushin.com
bna
by Laura K. on LOOKBOOK.nu
Bb
droog: make-me.com
Bba
Film setting Graphic design Layout Lithography Blue print Print Binding
Editorial design < 1990
Design
Desktop Publishing 2005
Design
PRODUCT DESIGN 2012
Future Factory
production back to Europe
production on demand
collaborative fabrication
own production
Love the machine, hate the factory!
Cory Doctorow
MI68IANI8
IN8I8IAL E8IN Mh
MI68IANI8
Contact:
Gerin Trautenberger (BA hons)
Phone: +43 699 1902 96 06
Email: gerin@microgiants.com
Blog: gerin.microgiants.com
Twitter: g_rin
Microgiants Industrial Design GmbH
Westbahnstrasse 9/33b
1070 Wien
Credits
*Folie 02: Design Natascha Siencik@Microgiants
*Folie 05: Worldbank http://data.worldbank.org/indicator/NV.IND.MANF.ZS/countries/1W-AT-DE-FR-GB-US?display=graph
*Folie 07: 3 KreativeIndustries Bericht, cwa (Creative Industries Austria), Design Council UK (Design Innovation)
*Folie 08-11: 5 KreativeIndustries Bericht, cwa (Creative Industries Austria),
*Folie 13: Study The creative motor for regional development, BMUKK 2011
*Folie 14: FAS Netzwerkstudie 2010 (cwa)
*Folie 18/22: Microgiants, Open Design POPUp Store
Folie 21: TShirt: Monsterbild (www.flikr.com von SOCIALisBETTER) bHoodie Illustration: Jake Burke ohne c
Folie 23 Evan Jones, Flickr Bilder CC-by-SA see :http://www.flickr.com/photos/28594411@N06/3850745177/in/photostream/hotos/
28594411@N06/3754427478/in/photostream
Folie 24: Mbeldesign: Ronen Kadushin http://www.ronen-kadushin.com/ bna
Folie 25: Bild Pour Clochard, http://lookbook.nu/look/99245-POUR-CLOCHARD-CHANEL, b by Laura K. on LOOKBOOK.nu
, http://www.flickr.com/photos/28594411@N06/
Folie 26: http://www.ditmar-neumann.de/fotosatz.html, http://www.aurelmaerki.ch/assets/images/auftraege/druckprozess.jpg
Folie 29: http://www.archdaily.com/36439/pike-loop-a-robot-built-installation-in-nyc/
*Folie 34: bersetzung Gerin Trautenberger, Schaubild: http://scottfisk.com/
*Folie 35: Rss Icon: http://www.easyvectors.com/browse/signs-symbols/new-rss-icon b StylishLab
*Folie 35: Washingtonhof: cc-by-sa Autor:Binter ba (email Erlaubnis )
Kirschblten: flickr, http://www.flickr.com/photos/nofrills/50338893/ nd (email Erlaubnis )
*
http://www.flickr.com/creativecommons/by-2.0/
http://www.flickr.com/creativecommons/
http://www.easyvectors.com/ Free Comercial Use
http://de.wikipedia.org/wiki/Creative_Commons
http://de.creativecommons.org/category/praxisbeispiele/
c