Académique Documents
Professionnel Documents
Culture Documents
Ciudad de Diseo
Diez Aos del CMD
Becerra, Paulina
Diez aos del CMD / Paulina Becerra ; Anabella Rondina ; Hugo Kogan. - 1a ed. - Ciudad Autnoma de
Buenos Aires : Gobierno de la Ciudad de Buenos Aires, 2013.
208 p. ; 35x19 cm.
ISBN 978-987-673-020-4
1. Polticas pblicas. 2. Diseo. I. Rondina, Anabella II. Kogan, Hugo III. Ttulo
CDD 352.14
Idea Original
Hugo Kogan
Maquetacin original
Martina Mut, Diseo Shakespear
Fotografas
Maximiliano Bort
Sergio Salerno
Melina Polenta
Mariano Bonacorsi
Guadalupe Bracuto Verona
Federico Kulekdjian
Correccin de textos
Celia Tab
Traduccin
Estudio de Traducciones Lucila Valle
Compilacin preliminar
Silvia Fbregas
Colaboradores
Equipo de trabajo CMD
Javier Castillo Cabezas
Renata Gamelo
Control de impresin
Mara Eugenia Freyre (Mendiroz Diseo)
Agradecimientos
A Adrin Lebendiker y Rafael Kohanoff, por el impulso inicial en la creacin del CMD.
A Ronald Shakespear y su equipo de trabajo, por su generosidad y colaboracin en
el proceso de desarrollo del libro.
A la Red de Amigos por su apoyo continuo en el crecimiento de la institucin.
A todas las personas que formaron y forman parte del CMD, por poner su pasin
y su conocimiento en este proyecto.
A las empresas, instituciones y profesionales que acompaaron el crecimiento del CMD.
La mejor manera de predecir el futuro
es disearlo.
Richard Buckminster Fuller
Autoridades
Jefe de Gobierno
Ing. Mauricio Macri
Vicejefe de Gobierno
Lic. Mara Eugenia Vidal
Jefe de Gabinete
Lic. Horacio Rodrguez Larreta
Nuestro papel, desde el Gobierno, es abrirles las puertas a todos ellos para que
crezcan, potenciando y canalizando su energa y traducindola en mejor calidad de
vida para los vecinos. Desde el primer da trabajamos en esa direccin, estimulando
el desarrollo econmico de la Ciudad, promoviendo el agregado de valor y generando
fuentes de trabajo y oportunidades para todos.
El diseo es, en ese sentido, una herramienta muy potente y en pleno crecimiento en
Buenos Aires. Por eso fue nombrada como la 1ra Ciudad de Diseo en el marco de la
RED de Ciudades Creativas de UNESCO.
Con enorme satisfaccin, en octubre de 2010 finalizamos la obra del edificio donde
funciona el Centro Metropolitano de Diseo (CMD), en el corazn de Barracas. Un
espacio de ms de 14000 m2 con el que impulsamos el desarrollo de los barrios de la
zona Sur y marcamos un antes y un despus en la Ciudad.
Uno de los aportes fundamentales del CMD al contexto local lo contituy la instalacin del
diseo como herramienta clave para la dinamizacin del desarrollo econmico de la ciudad.
Durante estos diez aos se logr dilucidar de modo evidente que el diseo contribuye
al crecimiento de las empresas, y a la generacin de beneficios cualitativos y
cuantitativos econmicos y sociales.
El CMD ha sido una institucin fundamental para la difusin de esta visin estratgica
as como para el acompaamiento a las organizaciones que decidieron apostar
por la incorporacin del diseo como motor de los negocios. El intenso trabajo en
comunicacin, asistencia, promocin y generacin de espacios que ha encarado el
CMD son aportes invaluables en la construccin del camino para otorgarle al diseo y
a la innovacin la importancia necesaria en trminos econmicos y culturales.
El primer paso fue la inauguracin de la obra completa del predio, con la habilitacin
de sus 14.000 m2 para alojar programas existentes y generar nuevas iniciativas. El
segundo paso es la Ley de Distrito de Diseo de modo tal que la zona logre convertirse
definitivamente en un polo territorial asociado al diseo, la creatividad y la innovacin.
El proyecto apunta a la atraccin e instalacin en la zona Sur de Buenos Aires, de
PyMES, profesionales y emprendedores que lleven a cabo actividades productivas y de
servicios que hagan un uso intensivo del diseo.
El Gobierno de la Ciudad lidera este proceso ofreciendo un edificio pblico que cuenta
con la infraestructura necesaria para acompaar y dar soporte a este desarrollo,
y promueve algunas reas del barrio de Barracas como zonas libres de impuestos
municipales para empresas productivas y de servicios que compitan en base al diseo.
La misin del CMD focaliza sus esfuerzos en la articulacin de los distintos actores
de toda la cadena de valor con el objetivo de que el diseo se inserte en el sistema
productivo y mejore la competitividad, entendiendo a esta disciplina como un valor
en alza y como un factor ineludible para que las empresas crezcan y para que sus
productos y servicios satisfagan a los usuarios y clientes.
10 Introduccin
125 Historia
163 Equipo
Traducciones
170 Ingls
188 Portugus
10
Hace ms de 10 aos
La dcada de 1990 se caracteriz por una fuerte desindustrializacin, que a la vez
desplaz de los espacios lgicos de ejercicio de la profesin a miles de diseadores
profesionales formados en la universidad. Se abra as una brecha cada vez ms
profunda entre la produccin y la capacidad de generar valor agregado. Esta brecha
es crtica para el desarrollo y crecimiento de una ciudad que quiera erigirse sobre
proyectos competitivos e innovadores.
As, en ese primer espacio, se instal un laboratorio de pruebas a pequea escala, como
anticipode un proyecto mayor y ms ambicioso. Aquel pequeo CMD fue la semilla de lo
que hoy es la institucin ms importante de promocin del diseo en la Argentina.
Por el otro lado, las empresas no manifestaban una gran predisposicin por el diseo,
y tampoco saban con claridad cmo abordar el campo de trabajo con la participacin
de los diseadores. El CMD se propuso ser un facilitador para la comprensin de este
proceso, y el Programa de Incorporacin de Diseo se convirti as en una herramienta
clave para que el diseo se integrara con las prcticas de la empresa de modo efectivo.
Buenos Aires Ciudad de Diseo
Una dcada
promoviendo
el diseo y
la innovacin
El Centro Metropolitano de Diseo (CMD) es una institucin pblica
dependiente de la Direccin General de Industrias Creativas de la
Ciudad de Buenos Aires, que acta dentro del mbito del Ministerio
de Desarrollo Econmico.
Misin Contribuir a mejorar la dinmica de los negocios a travs del manejo efectivo
del diseo.
Asistir a la comunidad de profesionales del diseo en la insercin sostenible
de sus capacidades como herramienta de innovacin y competitividad en las
empresas.
Promover el uso y la buena gestin del diseo como elemento estratgico
y factor clave de innovacin en el mbito empresarial y como disciplina que
mejora la calidad de vida de las personas.
Impulsar Buenos Aires Ciudad de Diseo como punto de referencia del
diseo en Amrica Latina y en el mundo.
Objetivos
Colaborar, apoyar y estimular iniciativas privadas o pblicas vinculadas
al diseo.
Incrementar el uso del diseo en los procesos de innovacin por parte de
las empresas.
Coordinar la interaccin entre diseadores, gerentes de diseo, ejecutivos,
empresarios, directores de polticas pblicas y acadmicos.
Colaborar con la internacionalizacin del sector.
Acompaar a emprendedores locales que quieran desarrollar empresas con
participacin del diseo e incubar propuestas que demuestren ser las de
mayor capacidad de crecimiento.
Asesorar y dar servicios a empresas y entidades por medio de programas y
proyectos especficos.
Contribuir activamente a la formacin de una red nacional de centros,
institutos y organizaciones para fortalecer el espacio institucional del diseo.
Auspiciar, promover y conducir investigaciones para una exitosa gestin de diseo.
Fortalecer el posicionamiento de Buenos Aires como ciudad creativa UNESCO,
en el marco del programa Red de Ciudades Creativas de la Alianza Global.
16
Franois Truffaut
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
Distrito de diseo
18
Concentrar talento en
la zona Sur
El Gobierno de la Ciudad Autnoma de Buenos Aires, cre el Centro
Metropolitano de Diseo, entendiendo que la Ciudad ha sido
tradicionalmente un nodo cultural de importancia en el contexto
latinoamericano, por su atractivo tanto para el turismo como para
inversiones y desarrollos de gran impronta cultural.
La promocin del
territorio busca explotar
el potencial de la zona a
travs de su identificacin
con las actividades y la
economa creativa.
La construccin de un Distrito de
Diseo requiere la combinacin de interaccin y entretenimiento, como los
mltiples instrumentos, entendiendo a puntos de encuentro y la cafetera.
la conformacin de un cluster como un
proceso complejo y de largo plazo. Para Promover la responsabilidad social
ello, se desarroll una estrategia que y ambiental: para generar un crculo
involucra acciones tendientes a abordar virtuoso a travs de los valores del
los distintos elementos del sistema: desarrollo sostenible. Para ello, se
apoyar especialmente a empresas
Invertir en el atractivo de la zona: a que tengan o que busquen obtener
travs de la promocin del edificio como certificacin social y ambiental, se
sede de actividades convocantes, tanto trabajar en campaas barriales de
Buenos Aires Ciudad de Diseo
El CMD y su entorno
Impulso a la competitividad
El ncleo estratgico de las acciones del Centro Metropolitano
de Diseo lo constituye la incorporacin de valor agregado en
toda la cadena productiva. La gestin estratgica y la innovacin,
concebidas como un modelo de pensamiento para la accin, guiaron
el desarrollo de las ms diversas herramientas orientadas a impulsar
la competitividad de las empresas de la Ciudad tanto en el pas como
en el exterior.
Difusin y sensibilizacin
Festivales
Profesionales,
empresas, instituciones
educativas y de
promocin -tanto locales
como internacionales-
confluyen en los
festivales para
compartir sus
desarrollos y visiones.
38
Concursos
La calidad, originalidad
e innovacin de las
propuestas son aspectos
clave en la evaluacin de
los certmenes.
40
Al exhibir pblicamente
los resultados de
los talleres se logra
mayor escala en la
sensibilizacin de los
actores involucrados.
Talleres de desarrollo
Consultora y asistencia
tcnica
La convergencia de
diseadores y empresarios
en un mismo proyecto
promueve una competitividad
compartida a la vez que
impulsa la inversin en
innovacin y diseo.
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
Las operaciones por
sistema de valor han
recorrido una gran
diversidad de industrias y
sectores de consumo.
Sistema de valor
comunicacin,
Estas operaciones proponen avanzar instituciones educativas, de fomento y
en el complejo camino de construir sectoriales, y usuarios
sistemas innovadores en tecnologas y instituciones tecnolgicas
La bsqueda de nuevas
tipologas y soluciones
para el usuario son
objetivos clave en las
operaciones por sistema
de valor.
50
Diseo argentino en
el mundo
Buenos Aires es una ciudad global, una de las grandes metrpolis del
mundo y una de las puertas de ingreso en Amrica Latina. El atractivo
turstico y cultural que la distingue junto a su intensa actividad
comercial y a su envidiable posicin geogrfica resultan estratgicos
en el mapa de competitividad internacional. Se trata de una ciudad
que se destaca por lo mucho que tiene para compartir en materia de
diseo: trayectoria y antecedentes histricos, patrimonio y cultura
material, capacidades de formacin profesional, talento creativo y
propuestas comerciales.
Redes internacionales
El edificio es anfitrin
de las ms diversas
actividades, incluyendo
eventos internacionales
de carcter cultural y
comercial.
Conferencia CMD
El apoyo a diseadores
y proyectos productivos
emergentes es uno de los
focos de la estrategia de
internacionalizacin.
Comercio Exterior
Colombiamoda, Medelln
Primer arribo en 2010, en formato de stand a la feria Colombiamoda. Se
decide investigar las posibilidades de este mercado ya que dicha feria es
una de las ms importantes del sector en Amrica Latina y la que cuenta
con mayor participacin de compradores no solo de la regin sino tambin
internacionales.
Segn un relevamiento hecho previamente a la misin, se obtuvieron
respuestas muy positivas por parte de varias empresas que haban
abordado esta plaza previamente, en formato de desfiles junto a otras
instituciones oficiales, por lo que se decide asistir con una presencia ms
fuerte, en forma conjunta con la Fundacin Exportar y con la exposicin
de diferentes marcas argentinas.
Los resultados fueron ms que positivos por lo que se propone repetir
nuevamente la participacin en la feria en 2011, con una apuesta an
ms fuerte, contando con tres espacios en la misma feria, para dar lugar a
diseos de autor y a marcas industriales con formato de franquicias.
68
El acompaanmiento
de proyectos creativos
busca fomentar una
empresarialidad dinmica
y con valor agregado.
Incubacin y promocin de la
empresarialidad creativa
En la bsqueda de dinamizacin de
empresarios y emprendedores que
apostaban al diseo y a la creatividad
como base para la conformacin de
nuevos negocios, el CMD fue pionero a
travs de la creacin de un programa
de asistencia integral bajo el nombre de
IncuBA. Desde sus inicios este programa
se encuentra en un constante proceso
de crecimiento, de generacin de
desafos y desarrollos que permiten al
programa adaptarse a las necesidades
evolutivas de los proyectos y sus equipos
de trabajo.
Buenos Aires Ciudad de Diseo
cinco etapas:
1- Los emprendedores presentan sus
proyectos a travs de alguna de las
entidades patrocinantes, quienes
muchas veces los ayudan a ajustar la
propuesta y preparar la presentacin.
2- Se realiza una entrevista uno a uno, con
el equipo de cada uno de los proyectos
presentados.
3- Un comit de evaluacin conformado
por empresarios y consultores expertos
en diversos campos considera cada
una de las presentaciones tomando en
cuenta tanto la carpeta de postulacin
como la entrevista personal.
4- Los proyectos seleccionados pasan a
una instancia final: el elevator pitch (una
presentacin de la idea de negocios
que se debe realizar en 5 minutos, el
tiempo de un viaje en ascensor con un
inversor potencial) frente a un jurado de
especialistas.
5- Los proyectos seleccionados son
comunicados pblicamente y
Buenos Aires Ciudad de Diseo
El proceso de
incubacin se focaliza
en la busqueda de
competitividad y en el
fortalecimiento del equipo.
76
atraccin turstica.
El abordaje del problema de la
Siguiendo una lnea similar, durante comercializacin desde diferentes
Diez Aos del CMD
Creacin de conocimiento
para el desarrollo local
Decir que el conocimiento es el elemento clave para el desarrollo,
ya sea econmico, social, cultural o en cualquier otro campo es a
esta altura evidente. El diseo y la innovacin no son excepciones a
esta regla.
El Instituto Metropolitano de
Diseo e Innovacin
La generacin continua
de publicaciones permite
ampliar, en tiempo y
territorio, el alcance de
las investigaciones y
conferencias.
cientfico-tecnolgicos y observatorios
econmicos de la Ciudad, el pas y la
regin. Esta red le permite construir un
puente para que fluya el conocimiento y
las demandas entre academia e industria,
Buenos Aires Ciudad de Diseo
El Centro de Investigacin,
Desarrollo, Innovacin y
Diseo en Ingeniera
En los procesos de
desarrollo de nuevos
productos y procesos,
las tecnologas de
prototipado y testeo
acortan el tiempo de
llegada al mercado.
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
El modelado y prototipado
digital se conectan con
los sistemas de CAD-CAM
para facilitar el proceso
de ingeniera y diseo.
Las conferencias se
organizan alrededor de
temticas estratgicas
para el desarrollo de
los negocios en el
contexto local.
Herramientas y acciones
del exterior del pas, que ofrecen a la el management. Desde sus pginas se
comunidad sus experiencias alrededor difunde la tarea de los diseadores y, en
del diseo estratgico y la innovacin, en particular, de las empresas que apuestan
este espacio de intercambio y reflexin. al diseo en sus industrias: indumentaria,
La Conferencia CMD es una
plataforma que permite
acercar el conocimiento
y la experiencia de
profesionales y empresas
internacionales.
Diversos referentes
internacionales del
diseo y lo negocios
forman parte de cada
una de las ediciones de
la Conferencia.
96
Las publicaciones
y exposiciones son
dispositivos didcticos
para la transferencia
de experiencias,
metodologa y enfoques
conceptuales.
98
Diez Aos del CMD
Fortalecimiento de la
clase creativa
Cuando la meta es construir un contexto frtil para la innovacin
y los negocios creativos, el perfeccionamiento, especializacin y
actualizacin de los actores del territorio se convierten en un aspecto
fundamental. Buenos Aires tiene el privilegio de contar con una
abundante oferta de carreras universitarias y terciarias relacionadas
con los campos del diseo, reconocidas en el contexto regional e
internacional por su calidad y experiencia. No obstante, las condiciones
cambiantes de la globalizacin y la creciente demanda de capacidades
especficas en el mercado profesional requieren una constante
actualizacin y perfeccionamiento de la formacin de base.
Nuevos negocios y
emprendimientos
sientan tambin que estn preparados creativas, por el que pasaron cerca
para identificar los procesos correctos de 30 empresas y/o estudios,
y necesarios para alcanzar el mejor conformando directorios
Diez Aos del CMD
El abordaje de
los seminarios se
caracteriza por la
bsqueda de sinergias
entre los participantes,
y el enriquecimiento de
sus proyectos.
104
Las jornadas y
encuentros con expertos
buscan fortalecer
las capacidades de
los profesionales y
empresarios locales,
de manera que pueda
fertilizar el clima de
negocios de la ciudad.
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
A travs de cursos,
seminarios y talleres se
aborda el amplio rango
de temas y problemas
que atraviesan a los
emprendimientos y
empresas creativas de
la Ciudad.
La capacitacin
en negocios se
complementa con la
formacin de oficios,
promoviendo la
complementariedad de
actividades productivas
asociadas a las
empresas creativas.
Sustentabilidad
La inclusin laboral
y la enseanza de
tcnicas se combinan
en las escuelas de
oficios, en las que
prima el aprender
haciendo.
Escuelas de oficios
> La compra y reciclaje de un sector del predio en uno de los vrtices del
ex Mercado, a fin de adecuar un espacio fsico para que el CMD pudiera
comenzar sus actividades.
El proyecto
El proyecto combin
tecnologa y diseo
arquitectnico
para lograr una
infraestructura de punta
para el CMD.
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
Una de las premisas
del proyecto fue
conservar las fachadas,
manteniendo el vnculo
con el barrio.
La flexibilidad de los
espacios del predio
permite transformarlo
completamente para
adecuarse a los eventos.
primera serie de incubadoras dos salas ms all de los cambios de gestin, dio
de capacitacin. En una segunda etapa, a continuidad al proyecto, favoreciendo
partir de 2007, se agregaron incubadoras, el proceso de posicionamiento del CMD
espacios de capacitacin, las dos como referente regional.
120
El predio mantiene
la esttica industrial,
creando edificios
adentro del edificio.
ubicado entre las calles Dorrego, central del Distrito de Diseo, constituido
Zapiola, Concepcin Arenal y Ramn como un hito urbano y arquitectnico
Freire, fue gestionado por el Centro genuino, y como motor de desarrollo a
Diez Aos del CMD
La distribucin funcional
se hace evidente a
travs de los bloques
que conforman el predio.
124
Diez Aos del CMD
Historia
126
Resea histrica
En 1999, dentro del marco de la evidencia la necesidad de fortalecer la
Secretara de Industria, Comercio y industria local y la produccin de valor
Trabajo (SICT) del GCABA, se realizaron agregado como medio para alcanzar un
una serie de actividades relacionadas, cierto nivel de desarrollo.
directa o indirectamente, con la
Una vez instalado y con una
promocin del diseo como disciplina
infraestructura propia, el Programa del
orientada a la generacin de valor
CMD comienza a desplegarse tanto en
agregado e innovacin. Se trataba de
actividades como en organizacin interna.
polticas de impulso del desarrollo y del
La reunin del personal en un edificio
incremento de la competitividad de la
propio gener una cohesin en el equipo
economa local. El plan de accin se
de trabajo que se tradujo inmediatamente
orient principalmente a la atencin de
en una proactividad orientada a fortalecer
las pequeas y medianas empresas y a la
los planes ya lanzados, y a programar
insercin de los profesionales del diseo
nuevos eventos complementarios.
en la estructura productiva local.
Parte de las actividades que an hoy
Apoyndose en esa experiencia, dentro se desarrollan como por ejemplo el
de la SICT se cre el Programa Centro programa Incuba4 y los festivales fueron
de Diseo Metropolitano1 (ms tarde creadas en ese perodo.
renombrado Centro Metropolitano
El equipo comenz a crecer como
de Diseo2), con el propsito de
respuesta al aumento de la demanda
estimular la produccin a travs de
de servicios por parte de los ciudadanos
la creacin de un valor agregado que
mayormente profesionales de
permitiera a las empresas competir en
diseo y empresas PyME. Se fueron
mejores condiciones, contando con la
incorporando personas con perfiles
incorporacin, al mismo tiempo, de mano
tcnicos especializados, en bsqueda
de obra especializada con alto grado de
de objetivos concretos. Las tareas se
capacitacin.
distribuyeron entre los integrantes del
Su carcter de Programa le otorgaba programa, quienes deban manejar
un cierto dinamismo con respecto a por igual las cuestiones tcnicas como
la posibilidad de realizar actividades administrativas.
diversas con un mnimo esfuerzo
El segundo hito en la historia del CMD
administrativo. En paralelo, surge la
llegara en 2003, con el paso a la
oportunidad de recuperar un antiguo
Secretara de Cultura5. Este pasaje
predio el ex Mercado del Pescado
marc un crecimiento institucional
para convertirlo en un edificio donde el
de suma importancia, no solo porque
Programa pudiera instalarse y crecer.
significaba de hecho una ampliacin
En julio de 20013 se aprueba el llamado de recursos econmicos y humanos,
al concurso nacional de anteproyectos sino porque el Programa del CMD
para contratar las obras de refaccin y se convirti en la Direccin General
remodelacin del edificio del ex Mercado de Diseo (DGD), dependiendo de la
del Pescado, y el 18 de diciembre Subsecretara de Gestin e Industrias
del mismo ao se inaugura el edificio Culturales. Este ascenso en la estructura
fundacional El Pescadito, con una provoc una modificacin radical en la
superficie de 500 m2. organizacin interna puesto que oblig
a formar un rea de Administracin
Este sera el primero de los hitos en la que pudiera encargarse de las tareas
historia del Programa, ya que implic correspondientes al nuevo rango, junto
la formalizacin de las actividades de con el fortalecimiento de las reas de
Buenos Aires Ciudad de Diseo
El Despegue
El Origen
En 1998, siendo entonces el Secretario La idea del uso del diseo como
de Promocin Social del Gobierno de la herramienta estratgica y competitiva
Ciudad de Buenos Aires, recib el encargo para el desarrollo de nuevos productos
de la creacin y conduccin de una nueva o mejora de los existentes surge as
secretara que abarcara las reas de con mucha fuerza. La tarea era clara:
Industria, Comercio y Trabajo. vincular el diseo con la produccin.
2009
2007
Inauguracin de 2etapa de la obra CMD (1780 m ) 2
2003
Inauguracin de 1etapa de la obra CMD (1620 m2)
BAND-MODABA
Expo Puente de Memoria (expo 40 aos de la
muestra del CIDI)
Operacin Slix
INCUBA II
Buenos Aires Ciudad de Diseo
Diez Aos del CMD
BAND-MODABA-DIBA
Creacin de la Asociacin Amigos del CMD (Red de Amigos)
Publicacin de investigacin Identidad estratgica.
2004 Alternativas locales en mercados globales.
Ingreso a la red ICSID
Operacin Brico
Ferias El Dorrego (6 ediciones)
INCUBA III
NDBA-MODABA
2002 Publicacin 1ra Revista Interfase
Premio y muestra Madame Frou Frou
Lanzamiento del Programa INCUBA
Operacin ucalis
Muestra 5 diseadores argentinos en Miln
Buenos Aires Ciudad de Diseo
134
Diez Aos del CMD
Memoria de
gestin
136
DISTRITO
DISTRITO
Av. Vlez Sarsfield Australia Av. Pinedo, su continuacin Av. Ramn Carrillo Brandsen
General Hornos Av. Don Pedro de Mendoza Riachuelo.
Talleres de oficios
2007-2011. Taller de Oficios Textiles (Cosiendo Redes, Fundacin Paz). 66
cursos, 1249 personas capacitadas.
2011. Taller de Oficios de Marroquinera (CIMA). 15 cursos, 148 personas
capacitadas.
2011. Taller de Oficios Tecnolgicos (Programar). 2 cursos, 34 personas
capacitadas.
2010. Taller de Peletera (FACIF).
INCORPORACIN DE DISEO
2002. ucalis
6 alianzas, 19 productos, 21 participantes, 12 proyectos.
Empresas: Amube, Dyprom, Genoud, Gowas, Pascual, Easy, Petrilac.
Estudios: Nodo, Zumdisegno, Mathov, Miki Friedenbach, Maturano, Vico.
Instituciones: INTA, Secretara de Agricultura, Ganadera, Pesca y Alimentos
(Nacin), Asociacin Forestal Argentina.
Talleres de desarrollo
2011. Workshop Bamb
7 encuentros, 25 participantes, 20 proyectos presentados. Coordinadores:
Gestin de Diseo del CMD.
2011. Workshop de Diseo Sustentable: Ideas con Intencin, septiembre,
Mendoza Design week
40 participantes.
2010. Workshop de Seda, 20 de mayo al 12 de agosto, CMD
8 encuentros, 25 participantes. Coordinacin: Oficina de Moda CMD.
2010. Workshop Bamb
6 encuentros, 40 participantes, 17 proyectos finales. Coordinadora general:
Mariana Salgado.
2010. Workshops de Experimentacin Sustentable, en el marco de la
muestra Futurables
1- Diseo hacker (2 y 3 de diciembre). Coordinador: Manuel Rapopport. 20
participantes.
2- Diseo Cartonero (6 de diciembre). Coordinadores: Santiago Morahan y
Ana Lisa Alperovich. 12 participantes.
3- Ecodiseo y Madera (13 de diciembre). Coordinador: Felipe Robledo. 20
participantes.
2009. Workshop de Reuso (MuEco Moda + Levis + Estudio Furia), 14 de
octubre, CMD
Coordinacin: Guillermo Tragant-Furia. Evaluadores: Equipo CMD + Furia +
Levis. 9 participantes.
2009. Workshop de Adobe, material natural, 30 de septiembre al 13 de
octubre
6 encuentros, 20 participantes. Coordinadores: Leandro Laurencena y
Maximiliano Cifuni.
2008. Workshop de Reuso, 17 de noviembre al 1 de diciembre, CMD
Coordinacin: Natalia Hojman y ngeles Estrada. Colaboradores: Mnica Van
Asperen, Alejo Estebecorena, Agustina Lagomarsino, Estudio Mateos-Davenport,
Laura Martnez y Patricia Bares. Comit de evaluacin: Carolina Muzi, Mnica
Cohen, Arturo Grimaldi, Alejandra Dasso, Rosa Arena y Leandro Prez.
6 encuentros, 25 participantes.
2006. Workshops Infinit Gifts and Home y Retail and Product, 14 de
agosto al 16 de noviembre
25 diseadores, 50 proyectos, 6 seleccionados / 29 diseadores, 65
proyectos, 5 seleccionados.
Coordinacin: Paulina Becerra y Mariana Berkenwald.
2006. Workshop Stone 2018 Jeans Revolution, 16 de noviembre al 19
de diciembre
17 diseadores, 30 proyectos, 40 productos.
Buenos Aires Ciudad de Diseo
Concursos
2011. Nuevos Uniformes para la Feria del Libro de Buenos Aires. Feria del
Libro, CMD, Satorilab y Santana Textiles
250 proyectos presentados, 6 finalistas, 1 ganador y 3 menciones
especiales. Premio de $7000, la produccin de la coleccin ganadora y
libros especializados.
Jurado: Camila Milessi, Emiliano Blanco, Alejandro Ogando, Anabella
Rondina, Gabriela Adamo, Lujn Cambariere y Alejandro Sarmiento.
2010. CODE, City Of Design
220 propuestas, 10 finalistas, 60 posters. Premio de U$S 2000.
Jurado: Vernica Devalle, Esteban Javier Rico, Germn Daz Colodrero,
Carolina Ruggero y Akiko Moriyama (Kobe, Japn).
Muestras en Berln, Buenos Aires, Kobe, Montreal, Nagoya, Shanghai y
Shenzhen, junto con los elegidos de cada una de stas, en una muestra
compuesta por unos 70 posters.
2010. Concurso Ciudad Emergente, 2 al 6 de junio, Festivales-CMD
Proyectos Ganadores: Beln Amigo, Valeria Vigilante , Daniela Carreras y
Joan Martorello. Curadora: Victoria Salas.
2010. XI Concurso de Diseo de Indumentaria y Accesorios en Piel, FACIF-
SAGA-IFTF-CMD
Jurado: Sebastin Calfun, Hermanos Estebecorena, Fabin Medina Flores,
Cora Groppo, Gustavo Lento, Gabriel Levy Polat, Graciela Pagliuca, Vicky
Salas, Nadine Zlotogora.
1er y 2do premio: pasaje, estada y curso completo en el SAGA DESIGN
CENTER, en Dinamarca.
140
INCORPORACIN DE DISEO
Consultora
2011. Programa CMD-CAF. 10 consultoras, 48 empresas
Empresas: Produccin Safari, HG, Tiana, Conexia, Motivarte, Herrajes
Bis, Vivatia, Orismos, Farmacia Once, Needtime, Flexafil Sabilex, Victoria
Outdoor, Clase Viva, Kikai Labs, Ediciones Iamiqu, Wilcoxx, Leader Music,
Santarrosa, CODES, Gua leo, Springwall, Casa Landau, Donato Delego,
Valena, Copelle, Liguori S.R.L (Amalio Russo), Geson S.A, INMEC S.R.L.,
Casa Lady S.R.L., Joria S.R.L., La Leopolda, Stampin Marek, Rossi y Caruso,
Snoop Consulting, Dicrom Ingeniera S.A.
Consultoras: Agencia Quiero, BCK ID SRL, Cohan Design Group, Grupo KPR,
Icograma, ImagenHB, In Situm, Remolino S.A., Tholon Kunst, Total Tool ,
Tridimage, Fashion Foward Estudio, Munda Didimo.
2002-2011. Asistencia a empresas, instituciones, diseadores y
emprendedores
2500 empresas, emprendedores y profesionales asistidos.
Muestras
2011. Diseo en Ascenso,
6 empresas, 5 locaciones, 3 cmaras empresarias.
Rasti, Temacasa, Ideal Sanitarios, Essen, Siglo XXI, Beat Bang,
ADIMRA, CIAI, CIMA, Central Park, CMD.
142
INCORPORACIN DE DISEO
Eventos de promocin
2011. Foro de productos sustentables, 29 de julio al 17 de junio, CMD
50 asistentes. Empresas invitadas: Chunchino, Neumtica, Gualicho y
Diseaveral. Expositores: Participantes de los workshops de bamb y
seda. Moderadora: Adriana Marina. Proyectos: Foro de Moda tica, Sume
Materiales, Aude Messanger, Cosecha Vintage y Tamara Lisenberg.
2010. Circuito de Vidrieras Integrando al Futuro (21 al 30 octubre,
Palermo, San Telmo y Barracas)
25 participantes. Curadores: Adriana Marina y Rodrigo Valdidielso.
2010. CONEXA FEST. Encuentro de Tecnologa y Creatividad (29 al 31 de
octubre, CMD)
7 conferencias. 16 artistas digitales. 100 profesionales asistentes.
2009. Circuito de Vidrieras Integrando al Futuro (17 al 31 de octubre,
Palermo, San Telmo)
17 participantes. $5000 en premios (Fundacin Banco Ciudad).
2009. Mes del Diseo en Buenos Aires (1 al 31 de octubre)
130 actividades simultneas.
2008. Jornadas de Reflexin Integrando al Futuro (14 y 15 de noviembre, CMD).
Oradores internacionales: Marco Capellini, Harold Picchi, Alex Blanch. 100
asistentes.
146
INCORPORACIN DE DISEO
INTERNACIONALIZACIN
Misiones comerciales
2011. Tokyo Rooms (GCBA)
Luria, Jess Fernndez, Gorrin Bolsas de Viaje, Cecil Sain, Petite M.
2011. GDC San Francisco
Vrtigo, Red Katana, Eudaimonia, Hungry Game, Axeso 5, Band of Coders,
Globant, Mindset Design, QB9, Games & Webs.
2011. Ronda inversa de negocios (en el marco del FID),
6 compradores (Argentina, Panam , Rep. Dominicana, Paraguay y Bolivia),
32 oferentes, 112 reuniones realizadas.
2011. DMY Berln
6 empresas: Cabina, Experiencia Visual, Estudio Lascano, Grupo Bondi,
Indarra, M2, NoBrand.
2011. Feria Colombiamoda (GCBA-Cancillera Argentina y Fund. Exportar)
Alicia Fuhr Lingerie, August Ballerinas, Mara Rivolta, Leandro Domnguez,
Jess Fernndez, Mariana Arbusti, Kostume, Gretaflora, Ruma Zapatos,
Vestidor de Reinas, Cosecha Prendas Vintage, God is DJ, Mariela Calv,
Puro, Chelarikids, Mimo & Co, Grisino, Pat-us, Gato Tomas, Narciso
Underwear, Koso Srl, Chibel.
2010. Tokyo Rooms (GCBA-Cancillera de la Nacin)
Gretaflora, Iskin, Jess Fernndez, Kostume, Leandro Domnguez, Pampa &
Pop, Paula Ledesma, SixFeet, Viva la Vida, Cora Groppo, Cosecha Vintage,
Renato Belforte, Carla Di Si, 12-Na, Baumm.
2010. London Design Festival
Coconut Lounge, Estudio Bringas, Estudio Kotta, Estudio Lascano, Grupo
Bondi, Manifesto Argentina SR, Tec Art y Vag Concept.
2010. GDC San Francisco
QB9 S.R.L., Redondear (ganadora del concurso SuperApra), Evolution
Businessmart, Trans Urban S.A., ARX Solutions S.A., Sabarassa, Games
& Web S.R.L., Hungry Game S.A., Feeling Vrtigo, Cyberjuegos.com S.A.,
Canned Brains S.A., SIA Sistemas S.A.
2010. Feria Costa Rica Fashion Week junto a CIAI
Caro Cuore, Prototype, Malas Bolgias, Canvas.
2010. Feria Colombiamoda (Medelln)
Cesartori, Mara Lizaso, Vestite y Andate, Mariana Arbusti, Alicia Fuhr, La
Martingala, Mariela Calv.
2010. DMY Berln
Azzularq, Estudio Diseaveral, Planar, Gabriela Horvat, Remolino, Nobrand, Gruba.
2009. Tokyo Rooms, junto a Cancillera de la Nacin
Aire del Sur, Baumm, Carolina K, Cosecha Vintage, Divia Shoes, Doblele, HE
Hermanos Estebecorena, Kostume, Marina Callis, MI-Cuero, Pebeta Teta,
Pesqueira, SixFeet, Sol Rojo, Tamara Lisenberg .
2009. Premium Exhibitions, Berln Fashion Week
3 empresas de indumentaria y 8 empresas de accesorios. Empresas
participantes: Baumm, Jess Fernndez, Kostume, Las Katz, Mara Lizaso,
Marina Callis, Neumtica, Mishka, Pebeta Teta, SixFeet, Solrojo.
2008. Tokyo Rooms, junto a Cancillera de la Nacin
Cecilia Gadea, Divia Shoes, Fiorini Wichmacki, Formosa Croco Bags, Jess
Fernndez, Juana de Arco, Kukla, Las Katz, Marina Callis, Pesqueira, Tienda
Malba, Tramando.
148
INTERNACIONALIZACIN
Promocin en el exterior
2011. Seminario Diseo, Desarrollo Local y Competitividad (21 de
septiembre, Universidad Mayor, Santiago, Chile).
2011. Seminario Internacional Cultura e Desenvolvimento Local (25 al
27 de octubre, Porto Alegre, Brasil).
2011. IXEL MODA 2011 4to Congreso Latinoamericano de Moda (26 al 28
de septiembre, Cartagena de Indias, Colombia).
2011. Seminario Internacional: Polticas Culturales (12 y 13 de mayo,
Santiago, Chile).
2011. Recife Summer School (8 de febrero, Recife, Brasil).
2011. 8th European Conference on the Challenges of Design in Europe (10
y 11 de enero, Pars, Francia).
2010. Revela Design, Cidades Criativas (8 al 11 de noviembre, Recife, Brasil).
2010. Conferencia Internacional MOB Design (25 y 26 de agosto, San
Pablo, Brasil).
2010. 3er Congreso Iberoamericano de Cultura (1 al 4 de julio, Medelln,
Colombia).
2010. Segundo Encuentro de Economa Creativa (17 al 20 de mayo
(Valparaso, Chile).
2010. Abedesign Brasil Design Week-Expomanagement (5 al 7 de
noviembre, San Pablo, Brasil).
2010 Pasarela Raz Diseo (10, 11 y 12 de diciembre, Santiago, Chile).
2009. 5 Congreso Internacional de Creatividad e Innovacin (noviembre,
Cceres, Espaa).
2009. International Academic Forum of Design 2009, Shenzhen-China (11
y 12 de octubre, Shenzhen, China).
2007. Congreso Factor Clave (11 al 13 de octubre, Tecnolgico de
Monterrey, sede Quertaro, Mxico).
Buenos Aires Ciudad de Diseo
Redes internacionales
UNESCO. 1 Ciudad de Diseo, en el marco del programa Ciudades Creativas
Buenos Aires, (Argentina), Montreal (Canad), Nagoya (Japn), Shanghai
(China), Shenzhen (China), Graz (Austria), Saint-tienne (Francia), Berln
(Alemania), Kobe (Japn), Pekn (China) y Sel (Corea del Sur).
- 1ra Cumbre de Ciudades de Diseo de la UNESCO (25 de octubre de 2010,
Kobe, Nagoya, Montreal, Berln, Shenzhen, Sel y Buenos Aires).
- Foros UNESCO 2006: Diseo y Empresas / Diseo y Profesionales / Diseo
e Instituciones Educativas.
- Workshop Diseadores para Diseadores. Oradores: Arian Hassani, Adrin
Lebendiker, Agustina Peretti, Emmanuele Vieira (Canad), y Alexandra
Martini (Berln).
ICSID. Miembro desde 2004.
173 organizaciones de ms de 50 pases.
Conferencia CMD
2011. Nuevos Escenarios para el Diseo (28 y 29 de octubre, CMD)
250 participantes, 7 oradores internacionales y 8 oradores nacionales. Paula
Zuccotti (Seymour Powell, Gran Bretaa), Bryan Boyer (Sitra, Finlandia), Chris
Domina (IDEO, EE.UU.), Takashi Honda (Design Studio CRAC, Japn), Franoise
Seince (Les Ateliers de Paris, Francia), Jorgelina Capaccio y Peter Kronstrm
(Future Lounge, Dinamarca/Arg), Martn Zabaleta (In/situm, Arg), Juan
Kayser (TotalTool, Arg), Roberto Sablayrolles (Tasty Concepts, EE.UU.), Ale
Paul (Sudtipos, Arg), Hernn Thomas (UNQ, Arg), Alejandro Sarmiento y Lujn
Cambariere (Satorilab, Arg) y Patricia Kistenmacher (Lego, Arg).
150
INTERNACIONALIZACIN
(Patagonia Exotic Leather), Rubn Contreras (Guenguel), Ricardo Paz (Arte tnico
argentino), Carlos Hinrichsen (ICSID Interdesign Chile 2003), Walter Paulino Llampa
Diez Aos del CMD
NUEVAS EMPRESAS
Incubacin
2011. IncuBA VII, 120 proyectos presentados, 43 evaluados y 20
seleccionados.
Fabulsico - Caracolores - Carro - Gualicho - Pe-Guadalupe -
Totebag - Banzai - Pomada - Chforo - Sofa Willemes - M2 emedos
- Azzularq - Grupo Bondi Concreto Abstracto - Greca - De la tienda -
Goldmine Studio - Oh!fx - Oh! Gift Card - Hellboyz - G/D - Martiarena.
2008. BAemprende, 38 proyectos presentados, 21 evaluados y 7
seleccionados, 78 mentores inscriptos, 10 entrevistas emprendedor-
mentor, 4 procesos de mentora.
Alta Rama - Andamio - MB Juguetes Conceptuales - Tiempo Libro
Editores - Di Luca-Fras & Asociados - Expolenguas - Replicantes.
2007. IncuBA VI, 57 proyectos presentados, 47 evaluados y 14
seleccionados.
Lisobono - Editorial Teseo - Mercer Quinteros - Fortia - Rincones de
Arte - E-Ciencias - Floripondias - Arte a Babor - Kunawa - 3R Desing -
Mateos Davenport Desing - Amor Animal - Bike Rental - Cineescuela.
com
2006. IncuBA V, 59 proyectos presentados, 58 evaluados y 13
seleccionados.
Creactivity - Demed (Desarrollos Mdicos) - El chamn estudios
- Exxel Comunicaciones SRL - Fbrica inaudita de sonidos - Luca
Magnani - Montn Ideas - MU! Diseo Industrial, Nolineal - Papersip -
RV Branding - Sergio Coln - Wow Creadores de Asombro.
2006. IncuBA IV, 38 proyectos presentados, 37 evaluados y 11
seleccionados.
Akasha Group - Basso Brovelli - Bondel - Bixi - Estudio Diseaveral
- Gruba - Luz Verde (ex Grupo Comacuatro)- Koch - Minimento -
Singular In - Sur Solar.
2004. IncuBA III, 112 proyectos presentados, 52 evaluados y 9
seleccionados.
A3 estudio - Alta Rama - Artisticsoft - Control DVD - El Punto sobre
las es - Estudio Fretto Mejas - Malditomaus - Auque Mustad (ex
Memories) - Replicantes - Sol Rojo.
2003. IncuBA II, 299 proyectos presentados, 97 evaluados y 12
seleccionados.
Abracadabra - Antinomia - Ideasamedida (Arte Argentino
Incorporado) - Baba - Dosmsuno - Enclave Producciones - Interargen
Producciones - Minimademalis - Nat Fun Art - Silvia Haritchabalet -
Objetos Luminosos - TresalCubo.
2002. IncuBA I, 161 proyectos presentados, 141 evaluados y 13
seleccionados.
Al Tun Tun - Animat Inc. - Arsba - Avioncitos de papel - Bolsos Urbanos
- Buenos Aires Study - Calma Chicha - Deux Grphica - Mapas de
Buenos Aires - RedComm TOOLS - Sastrera Argentina - Soma Libros -
Tangotoon
152
NUEVAS EMPRESAS
Camadas Diseo Industrial Audiovisuales Industrias Culturales Moda Otros servicios Turismo Totales
IncuBA V 14% 6 10 11 10 7 58
IncuBA VI 10% 1 10 14 10 2 47
Baemprende 15% 0 3 13 4 3 38
Ferias Comerciales
2011. Tienda CMD, 16 al 17 de diciembre, CMD
15 empresas incubadas, 3 espacios comerciales, 7 actividades
complementarias.
2011. Tiendas Incuba en CasaFoa
3 tiendas, 19 empresas.
La Kermesse: Arte a Babor, Caracolores, Chforo, De La Tienda,
Fabulsico y Minimento.
La nobleza de los materiales: Oh!fx, 3R Design, M2 emedos,
Banzai, Azzularq y Pomada.
Tienda Paraso: mercer.quinteros, Gualicho, Fieltro Patagonia,
Greca, PE marroquinera, totebag y Sofa Willemes
2007. 2 ferias de diseo, 202 emprendimientos, 40000 visitantes.
2006. 4 ferias de diseo, 202 emprendimientos, 74800 visitantes.
Dorrego 1 - Dorrego 2 - Dorrego 3
2005. 4 ferias de diseo, 445 emprendimientos, 61000 visitantes.
Dorrego Fase 1 - Dorrego Fase 2 - Dorrego Fase 3 - Dorrego Fase 4
2004. 6 ferias de diseo, 504 expositores, 150.000 visitantes.
Dorrego Mayo (Hombre, Mujer, Casa)- Dorrego Junio y Julio (Hombre,
Mujer, Casa) - Dorrego Chicos - Dorrego Moda (Moda BA) - Dorrego
Equipamiento (BAND) - Dorrego Fiestas.
INVESTIGACIN
Revista
2001. Interfase N 1.
2001. Interfase N 2, 50 pginas, 8 artculos.
2002. Interfase N 3, 44 pginas, 16 artculos.
2003. Interfase N 4, 46 pginas, 14 artculos.
2003. Interfase N 5, 46 pginas, 13 artculos.
2006. IF 1 - Diseo y comercializacin, 94 pginas, 14 artculos.
2006. IF 2 - Materiales, 104 pginas, 14 artculos.
2007. IF 3 - Industrias culturales, 104 pginas, 16 artculos.
2007. IF 4 - Diseo y gastronoma, 112 pginas, 17 artculos.
2009. IF 5 - Transferencias de diseo, 110 pginas, 17 artculos.
Buenos Aires Ciudad de Diseo
CAPACITACIN
Cursos y seminarios
2011. Seminario Diseando conceptos, diseando estrategias, 16 de
septiembre, Rosario, X Saln Diario La Capital
2011. Seminario de Moda tica: Tendencias Globales, desafos locales,
16 de mayo, CMD
Oradores: ngeles Estrada Vigil, Carolina Curat, Adriana Marina, Federico
Bietti, Harold Picchi, Mara Fernanda Soria, Mara DOvidio, Mara Pazo,
Rodrigo Valdivielso, Jos Sarasola, Suzie Hall, Ana Troncoso, Soledad Torres
Agero, Kate Holzman, Mnica Tedesco, Stella Beliaeva.
2011. Ciclo de Gestin de Empresas de Moda
5 mdulos, 460 participantes.
- Mdulo I: Moda y Negocios, 5 de abril al 24 de mayo, CMD
8 jornadas, 97 participantes. Oradora: Patricia Jablonka.
- Mdulo II: Comunicacin Visual de Moda, 9 al 30 de agosto, CMD
4 jornadas, 83 asistentes. Oradores: Betina Surez, Soraya Fragueiro,
Soledad Depresbtero, Carolina Curat, Damin Martnez Lahitou, Gustavo
Schotz y Damin Fernndez Pedemonte.
- Mdulo III: Imagen de Moda, 11, 18, 25 de octubre, CMD
3 jornadas, 115 personas. Oradores: Jimena Nahon, Natasha Ygel, Jazmn
Calcarami y Roxana Harris.
- Mdulo IV: Marketing y Moda, 6, al 27 de septiembre
4 jornadas, 124 asistentes. Oradores: Diego A. Ontiveros, Carolina Curat,
Francisco Corallini, Bixti, Almacn de Belleza, Gabriel Pardo.
- Mdulo V: Seminario de Comercio Exterior, 8 al 29 de noviembre, CMD
4 jornadas, 41 participantes.
2011. Seminario de Diseo y Negocios
Nivel 1. 803 inscriptos,
Nivel 2. 96 empresas asistentes.
2010. Seminario de Diseo y Negocios
Nivel 1. 710 participantes,
Nivel 2. 40 asistentes.
2010. Seminario Comunicacin Visual de Moda (2 al 30 de noviembre).
Cinco charlas en conjunto con Gestin de Moda y Diseo del IAE Business
School y la Facultad de Comunicacin Universidad Austral. Oradores: Isabel
Robertson Lavalle, Damin Fernndez Pedemonte, lvaro Gonzlez Alorda
(ISEM-Madrid), Tito valos y Carolina Curat.
99 asistentes.
2010. Ciclo de capacitacin Industrias creativas en cruce, 24 de junio al
22 de julio
150 participantes.
La msica y el cine, la TV y la publicidad / La msica y los videojuegos /
La msica y las aplicaciones mviles.
2009. Seminario de Diseo y Negocios.
Nivel 1. 200 asistentes.
2009. Ciclo de talleres y charlas sobre negocios y diseo,
27 talleres, 3000 personas capacitadas.
2008-2010. FACI - Federacin Argentina de la Comercializacin e
Buenos Aires Ciudad de Diseo
Industrializacin de la Fauna
3 ediciones, 45 alumnos.
Diez Aos del CMD
Talleres
2009. Talleres preparatorios para el Concurso Incuba VII
10 talleres, 100 emprendedores capacitados.
2009. Taller Cmo hacer investigacin de mercado con escasos
recursos, 9 de diciembre-CMD
2009. Ciclo de talleres para emprendedores
30 talleres, 1400 participantes.
2006. Workshop Genius Loci CMD | Domus Academy
26 alumnos, 6 empresas patrocinantes, 1 institucin adherida.
2006. Taller de Imagen Empresaria, Chaves-Fontana-Bellucchia-Jaluff
31 alumnos, 4 empresas, 1 empresa patrocinante.
2005. Taller de Diseo de Imagen Empresaria, Chaves-Fontana-Beluccia
24 diseadores, 4 especialistas en comunicacin, 4 empresas
participantes.
2003. Clase abierta Introduccin al curtido y acabados del cuero, a cargo
de CITEC-INTI (Centro de Investigacin y Desarrollo del Cuero), 19 de
septiembre, CMD
Charlas y conferencias
2011. Topomorfosis: una investigacin, un mtodo. Por Helosa Crocco, 11
de mayo
2011. Clnica Tendiendo a la consultora
3 mdulos. Oradores: Anabella Rondina, Frank Memelsdorff, Eduardo
Bianco, Hugo Kogan, IMDI + OIC, Mariana Massigoge, Alejandra Busceme.
2011. Paisajismo en el CMD: Ciclo de charlas sobre el Diseo del Paisaje,
15 de agosto
2011. Jornada Interactiva. Edutainment - Diseo de interfaces - Congreso
Interactivo y Redes Sociales, 29 de octubre, CMD
2011. Jornada Emprendedora para Proyectos Creativos, 18 de noviembre
2011. Gestin e innovacin en modelos de negocios. Por Mauricio
Santilln, 2 de agosto
2011. Gestin cultural y diseo. Por Toni Puig.
2011. Foro y debate sobre productos sustentables Programa Integrando
al futuro, 29 de julio
2011. Foro Moda tica: Tendencias Globales, desafos locales, 16 de
mayo, CMD
Oradores: Adriana Marina, ngeles Estrada Vigil, Carolina Curat, Federico
Bietti, Harold Picchi, Mara Fernanda Soria, Mara DOvidio, Mara Pazo,
Rodrigo Valdivielso, Suzie Hall, Stella Beliaeva, Ana Troncoso, Soledad
Torres Agero, Kate Holzman, Jos Sarasola, Mnica Tedesco.
2011. Emprendimientos sustentables en Amrica Latina. Desarrollo de
negocios en diseo: creatividad e innovacin, 30 de julio
2011. Design Storytelling. Por Giulio Ceppi, 10 de agosto
2011. Cmo se logra un producto de diseo exitoso? Por Laura Polinoro,
24 de agosto, CMD
158
CAPACITACIN
2007. Ciclo de charlas sobre Cine junto a CIC, CIEVyC, FADU, Cine Hecho
por Vecinos de Tandil
2006-2011. Foro de instituciones educativas de diseo de la Ciudad de
Buenos Aires, FIEDBA
Instituciones que han participado de FIEDBA en estos aos: El Taller de
Diseo y Oficios, Escuela Argentina de Moda, Fundacin de Altos Estudios
en Ciencias Comerciales, Fundacin Gutenberg, Image Campus, Instituto
de Tecnologa ORT, Integral Instituto Superior de Diseo, Nueva Escuela,
Universidad Abierta Interamericana, Universidad Argentina de la Empresa,
Universidad de Belgrano, Universidad de Buenos Aires, Universidad de
Ciencias Empresariales y Sociales, Universidad de Flores, Universidad de
Palermo, Universidad Maimnides.
2006. Curso de Especializacin en Tratamiento de Pieles. Curso terico-
prctico, FACIF CMD
2006. Ciclo de charlas y expos sobre industria grfica II
2004. Primer Foro Argentino de Diseo, 7 al 10 de junio, Saln Auditorio
del Buenos Aires Design
2004. Ciclo de conferencias - Dis Interactivo
2004. Diseo de Exportacin - CMD + RED EXPORT. Auditorio Standard
Bank, junto al rea de Comercio Exterior de Desarrollo Econmico
2004. Conferencia Diseo Estratgico por Thomas Bley, presentado por
Gui Bonsiepe, 26 de julio, CMD
2003. Seminario de diseo sustentable, 21 y 28 de octubre, CMD
2003. Primer Seminario Internacional de Diseo de Piedras Patagnicas
Ornamentales, 13 al 17 de octubre, Auditorio del Bs.As. Design y el CMD
20 participantes, Oradores: Viviana Haddad (Italia); Arq. Marco Giunta
(Italia); Arq. Diana Cabeza (Argentina); Lic. Mara Beatriz Ponce (Argentina);
Ing. Piero Primavori (Italia); D.I Alejandro Sarmiento (Argentina).
2003. Jornada Acadmica sobre Diseo y propiedad intelectual, 2 de
septiembre, CMD
2003. Encuentros sobre Herramientas para el diseo y produccin de
Luminarias, 27 de noviembre al 11 de diciembre, CMD
Disertantes: Rubn Amarilla, Lucas A. Pellazza, ngel Cirocco, Guillermo
Zucal, Alberto Schiuma, Magdalena Boggiano, Romina Hamra, Walter
Fernndez, Adrin Perez.
2003. Curso Herramientas para la toma de Decisiones, 4 y el 5 de
septiembre, CMD
30 participantes, Facilitadora: Patricia Jablonka.
2003. Ciclo de charlas sobre Envases y embalajes, 8 de agosto al 30
de septiembre
2003. Charla El Desafo del Comercio Exterior, 23 de septiembre, CMD
2003. Charla Diseo de calzado, 19 de septiembre, CMD
2003. Imaginaria 2003. El diseo como vnculo con la economia, la
industria y la sociedad, Centro de Investigaciones en Diseo y
Comunicacin CMD, 4 de octubre, CMD
2003. Ciclo de capacitacin Hacia una industria de Juegos y Juguetes,
23 de septiembre al 16 de diciembre
14 mdulos temticos, Disertantes: Pablo Medina, Marisa Snaidman,
lvaro San Sebastin, Sebastin Ackerman, Norberto Baldoni, Gonzalo
Campos, Patricia Bars, Cristina Zunino, Omar Snyman, Sergio Heredia,
Mara Raquel Fernndez, Carlos Braunstein, Patricia Jablonka, Pablo Javier,
Ing. Bruzone, ngel Prez, Gisela Piluso, Ing. Raimondi, Claudio Taddeo, Ral
Ruibal, Hernn De Mayolas.
160
CAPACITACIN
INFRAESTRUCTURA
Premios y reconocimientos
162
Diez Aos del CMD
Equipo
164
Gente de Diseo
Dos de las caractersticas ms distintivas equipos de trabajo organizados alrededor
del CMD son la energa y el compromiso de del objetivo planificado. Esto permite
sus equipos. Esto ha sido, sin lugar a dudas, una distribucin del trabajo en funcin
un factor fundamental para la construccin de las capacidades tcnicas de cada
de un perfil institucional innovador y equipo, y genera un mecanismo en el
dinmico, que se atrevi a desarrollar que la interaccin entre los distintos
actividades y programas pioneros tanto en grupos es fluida. As, la concepcin del
el contexto local como latinoamericano. resto de las reas como clientes y/o
proveedores internos mantiene altos los
La constitucin del Centro como un niveles de exigencia y calidad, y resulta
lugar de aprendizaje y potenciacin fundamental para la coordinacin de
para profesionales y tcnicos funcion proyectos complejos.
como una fuente de motivaciones que
favoreci la circulacin de personas El apoyo permanente de profesionales
y que al mismo tiempo mantuvo a la consagrados y empresarios locales,
institucin con un alto nivel de actividad que acompaaron y promovieron a este
y profesionalismo. plantel de caractersticas particulares
ha sido fundamental para el desarrollo
La plantilla de recursos humanos estuvo de las acciones del CMD. Solidario con
histricamente conformada por una estos conceptos, ante cada proyecto
mayora profesional: en promedio, el es el equipo el encargado de definir
sesenta por ciento de los miembros del y distribuir las responsabilidades, las
equipo CMD provino de diferentes carreras metodologas de trabajo y la utilizacin
de formacin universitaria (diseo, de los recursos disponibles. Este
administracin, economa, sociologa, sistema de clulas de trabajo aporta
comunicacin, ingenieras, etctera). flexibilidad y dinamismo a la organizacin
de programas y actividades.
Otra de las caractersticas del equipo
es su juventud. Para estas personas, En esta dinmica particular es importante
el CMD resultaba la oportunidad de reconocer la influencia que ejerci el
encontrar un espacio de desarrollo diseo del edificio. La planta abierta, los
profesional a travs de la implementacin espacios de encuentro e intercambio,
de proyectos innovadores. Por distintas las oficinas vidriadas y accesibles,
circunstancias econmicas y culturales, promovieron la construccin de redes
durante la primera dcada fue frecuente internas de cooperacin que fortalecieron
la contratacin de profesionales jvenes, el modelo de gestin del CMD.
reforzando el sentido de dinamismo y
Buenos Aires Ciudad de Diseo
mostr ser un ejemplo de innovacin. son el motor real detrs de cada accin y
Si bien existe un organigrama para programa en particular. Sin cada uno de
definir responsabilidades, las distintas ellos, nada de lo que se registr en este
actividades son llevadas a cabo por libro habra sido posible.
Equipo de trabajo CMD (2001-2011)
Abbas, Sol Drucaroff, Sergio Mosquera, Valeria
Ackermann, Sebastin Esmerado, Alejandro Munar, Natalia
Aldao, Fernando Fabre, Anala Nspolo, Leonardo
Alfano, Mara Cecilia Fbregas, Silvia Nieves, Laura
Amadeo, Marcos Fernndez, Gabriela Offenhenden, Camila
Ambrosio, Federico Fernndez, Guillermina Paz, Matilde
Amenta, Fernanda Fernndez, Martn Pellegrino, Alberto
Anstegui, Vanesa Rut Ferrero, Alba Prez Moralejo, Adriana
Arias, Florencia Ferri, Nidia Petroni, Guillermo
Arrospide, Viviana Frione, Carmina Pizzabiocche, Georgina
Avogadro, Enrique Gaidelewiz, Laura Polemann, Mara Martha
Ayerza, Gloria Galanternik, Nomi Ponce, Luca
Bacchiani, Mara de los ngeles Garca Mangini, Ileana Quercia, Antonella
Barbieri, Julieta Gerst, Martn Quintana, Florencia
Beaudroit, Manuel Gibert, Magdalena Ramrez Gonzlez, Toms
Becerra, Paulina Gonzalez King, Javier Raso Caprari, Ernesto
Belvedere, Laura Gonzlez Viana, Gisela Reisinger, Andrs
Berkenwald, Mariana Gonzlez, Blas Remondino, Gabriel
Bibiloni, Leopoldo Gonzlez, Javier Reyes, Jael
Bircher, Marisa Gonzlez, Marcela Ricchiardi, Marcela
Blanco, Carlos Gonzlez, Mercedes Rimuli, Vernica
Bluguermann, Vernica Gonzlez, Omar Rodrguez, Emiliano
Bolla Agrelo, Carola Grandoso, Omar Rolleri, Sofa
Bonacorsi, Mariano Gribnicow, Andrs Rondina, Anabella
Bracuto Verona, Guadalupe Grillo, Santiago Ruggero, Carolina
Braun, Silvia Guarinof, Genaro Saint-Agne, Laura
Bresler, Diego Horta, Nadia Salas, Mara Victoria
Buero, Francisco Hubert, Agustina Snchez, Mara
Bujn, Mara Andrea Iglesias, Ignacio Sanguinetti, Marco
Burgueo, Mara Fernanda Izbicki, Javier Santos, Carolina
Burn, Liliana Jablonka, Patricia Scagliusi, Arnaldo
Caballi, Mariano Jaliff, Roco Segu, Romina
Calzada, Irma Keppert, Paula Sicorsky, Paula
Camino, Germn Kilberg, Silvia Suetta, Myriam
Campos, Eugenia Krupa, Daniel Sztarkman, Damin
Campos, Luca Landaburu, Susana Taurizano, Diego
Cano, Matas Lardone, Vctor Hugo Terrizano, Mariana
Carrizo, Cecilia Lebendiker, Adrin Timpano, Anah
Cervini, Anala Locatelli Hoops, Miriam Tocino, Mara Alejandra
Csar, Rubn Lpez Vigo, Roberto Toledo, Mariano
Cohen, Alberto Lpez, Sandra Torregiani, Luciana
Colomino, Mariel Madia, Luciano Trapani, Matas
Coppola, Fernando Mapis, Gabriela Ungaro, Alejandra
Cordes, Alejandra Mardaraz, Javier Viegas Mendona, Yanina
Coronel Andrada, Valeria Margarucci, Adriana Viera, Mabel
Creide, Fernanda Martn, Fernanda Vilches, Csar
Dspolo, Luciana Massigoge, Mariana Weisse, Diego
Dvalos, Mariana Mndez, Jos Winnicki, Guillermo
Di Blasio, Julieta Mndez, Mara Jos Wolosiuk, Ana
Di Pietro, Sergio Miranda, Adrin Ziegler, Rodolfo
Domnguez, Lucio Molteni, Mara Pa Zukernick, Melina
Donohoe, Mara Jos Molteno, Mara
Doz Costa, Josefina Mosquera, Mara Laura
166
Acompaando el crecimiento
Referencias de imgenes
Pg. Referencia
19 Mural sobre la Calle Villarino, que reproduce la obra Orquesta Tpica de Antonio Berni. Por
detrs se ven los tanques de agua del edificio CMD
20 Arriba: Banderines de sealizacin pblica dentro del Distrito de Diseo.
Abajo: Fachada de la Estacin Yrigoyen sobre el pasaje Juan Darquier.
21 Fachada del CMD sobre la calle Villarino en 2006, en la que puede verse el frente original
del edificio.
22 Edificio Central Park, ubicado en las calles Iriarte y Vieytes
23 Arriba Izq.: Frente del Circuito Cultural Barracas,
Abajo Izq.: Calle tpica de Barracas
Derecha: Azulejos decorativos en una vivienda
24 Vistas del entorno del edificio CMD desde su terraza.
25 Puente del Ferrocarril General Roca sobre la avenida Surez
26 Vista de la obra en construccin del Auditorio CMD desde una de las terrazas.
27 Mural con cermicas bajo el ttulo Sur, paredn y despus instalado sobre una fachada de la
calle Algarrobo frente a la puerta principal del CMD (Arq. Rodolfo Sorondo)
28 Torre de tanques de agua y techos del edificio CMD, vista desde el andn de la Estacin Yrigoyen
29 Instalacin de rboles multicolores en el marco de la 28va edicin de Casa FOA, en la calle central
del CMD.
33 Tienda Incubados CMD en Casa FOA 2011. Diseo del espacio: Gruba
34 Muestra Integrando al Futuro 2008
35 Frentes de locales intervenidos dentro del Circuito de Vidrieras, Integrando al Futuro.
36 Muestra de una seleccin de ciclomotores antiguos marca Vespa en la Calle Central del CMD, en
el Festival Internacional de Diseo, 2010
37 Arriba: Interior de la instalacin bajo el nombre de SENT.I, en uno de los contenedores del Festival
Internacional de Diseo, 2006. Autora: Brenda Rodriguez. Colaboradoras: Natalia Abramzon y
Luca Gilmour.
Centro: Muestra de indumentaria en el marco del FID 2010
Abajo: Interior de la instalacin Hecho con Desechos en uno de los contenedores del Festival
Internacional de Diseo, 2006. Autores: Victoria Daz, Natalia Hojman, ngeles Estrada Vigil.
Colaboradores: Antonio Brunetti, Julio Hilger, Jaquelina Flores, Juan Franco, Javier Ledesma,
Luca Penedo.
38 Paneles de proyectos presentados, en la sesin de Evaluacin por el Jurado del Premio Citron
Crative Technologie.
39 Arriba: Hugo Kogan, jurado del Premio Citron Crative Technologie, evaluando los trabajos
presentados
Abajo: Proyecto Amigo, ganador de la 1 edicin del Premio Citron Crative Technologie.
Autores: Carlos Alfredo Pereyra, Sebastian Pablo Salanova y Alejandro ArielConzn
40 Estantera Bubbles, Ganadora del Primer Premio (compartido) del Premio Ternium Siderar de
Diseo en Acero, edicin 2004. Autores: Ivan Longhini y Patricia Nardini
41 Detalle del tapado diseado por Laura Valenzuela para la muestra Zoom (2006), inspirado en el
Museo de Arte Decorativo.
42 Muestra del proceso y los resultados del Interdesign Workshop (ICSID), en el predio El Dorrego, en
el marco del FID 2006.
43 Visita de exploracin y taller de trabajo en un establecimiento productivo de Bamb, en el marco
del Workshop de exploracin
44 Reunin de coordinacin con los diseadores y emprendedores seleccionados para la misin al
DMY (describir que es DMY) Berln, en el patio del CMD
45 Reunin de asistencia, en el marco del programa de asesoramiento en negocios y diseo, en el
patio del CMD
46 Exhibicin de los prototipos desarrollados en diversas operaciones por Sistema de Valor y talleres
de experimentacin material, en una de las terrazas del CMD
47 Algunos productos desarrollados en el marco de la operacin Objetos Cotidianos (2005)
Arriba: Mantel CuadriYo diseado por Carlos Mathov y Andrea Schwartzmann para Colortex.
Abajo izq.: Olla diseada por Alejandro Sarmiento para Essen Aluminio.
Abajo der: Pava Ronda, diseada por Javier Castillo Cabezas, Javier De La Fuente y Fabricio Piscia
para Guadix.
48 Conjunto de mobiliario para nios Cha diseado por Diseo Blanco para De Vinco y Feraz, en el
marco de la operacin Slix (2003)
49 Arriba: juego de living compuesto por bancos, mesa y estantera modular diseado por el Estudio
Pomada para la Cooperativa de Carpinteros de Ushuaia y los Carpinteros de Tolhuin, en el marco
de la operacin Lenga (2011)
Abajo: detalles del recibidor Cascada y el Sistema Oh! Diseados por Bossi-Sanguinetti-Wolf para
el Establecimiento Maderero Chodorge, y Sistema E+ diseado por Axoma Diseo y Peterle Studio
Design para Esperanza S.A., ambos en el marco de la operacin Brico (2004)
50 Mobiliario para exterior desarrollado en el marco de la operacin ucalis (2002)
Buenos Aires Ciudad de Diseo
Arriba izq.: Lnea Hi-Deck diseada por Mathov|Diseo (Carlos Mathov) para Genoud Foresto Industrial
Arriba der.: Reposera plegable desarrollada por Maturano y Avalle (Daniela Maturano) para
Muebles Pascual
Abajo izq.: Silla plegable de la lnea de equipamiento de jardn Criolla, diseada por Miki
Diez Aos del CMD
Los datos de las imgenes incluidas en el libro fueron resultado de un intenso proceso de bsqueda en el que
se intent registrar a los autores y ttulos de los trabajos y proyectos mostrados. Pedimos disculpas en el caso
que hubiremos cometido algn erro, aclarando que fue nuestro objetivo respetar las autoras respectivas.
170 10 YEARS OF CMD The City Government is leading this process by
providing a public building with the necessary
ENGLISH
Buenos Aires has the privilege of being a city infrastructure to accompany and support this
known for its history, culture and vitality. But its development, while developing some areas of the
most distinctive feature is its people, the energy Barracas neighbourhood as zones free of municipal
of its entrepreneurs who combine passion, taxes for manufacturers and for services competing
creativity, and talent to constantly face new on the design business.
challenges and projects.
The Design District is an important challenge. We
Our role, from the government, is to open doors for hope to, along with other districts which already
all of them to grow, encouraging and channelling operate successfully, promote the involvement of all
their energy and translating it into better quality players in the local economic and social system, but
of life for residents. From day one we have especially to motivate businessmen, professionals
worked in that direction, stimulating the economic and entrepreneurs to incorporate design both in
development of the City, promoting added value practice and in their business strategy. We believe
and generating jobs and opportunities for all. this can be an irreplaceable vector for improved
Design is, in that sense, a very powerful and business competitiveness and performance both
tool for growth in Buenos Aires. So Buenos Aires within the country and in international markets.
was appointed as the 1st City of Design in the
framework of the UNESCO Creative Cities Network. Francisco Cabrera
With great satisfaction we completed, in October Minister of Economic Development
2010, the construction of the building which houses Government of the City of Buenos Aires
the Metropolitan Design Centre (CMD), in the heart
of Barracas. An area of over 14,000 m2 with which
we promote the development of the southern
districts, and mark a "before and after" in the City.
A CREATIVE CITY BY DESIGN
A little more than ten years ago, the City of Buenos
In its ten years of action, the CMD has become a
Aires created the Metropolitan Design Centre
regional reference, fulfilling its main objective: to
(CMD), and thus began the task of promoting
be the main public promoter of the economic and
design. The challenge has renewed and increased
cultural importance of design.
continuously, giving rise to ever more ambitious
and innovative goals. As a result the CMD has
It is a great source of pride to present, through the
positioned itself, both in Latin America and the
pages of this book, the story of an iconic institution
world, as an indisputable pacesetter of public policy
for the City of Buenos Aires. One aimed at
for development and study of design.
achieving a better quality of life for people who live
in, and pass through, it.
Thanks to a sustained commitment to promoting
design and the City of Buenos Aires' distinctive
Mauricio Macri
characteristics - a critical mass of talented
Head of Government
professionals specialized in design; public
of the City of Buenos Aires
investment; infrastructure; quantity and quality
of local production; etc. - the United Nations
Educational, Scientific and Cultural Organization
DESIGN, COMPETITIVENESS (UNESCO) appointed Buenos Aires as the first City
AND ECONOMIC of Design within the program of the Creative Cities
Network of the Global Alliance for Cultural Diversity.
DEVELOPMENT
This recognition has renewed existing commitment
One of the CMD's fundamental contributions to to work together with designers; entrepreneurs;
the local context is the installation of design as and the community at large, convinced that beyond
a key tool for promotion of the city's economic its obvious economic implications design is also
development. an improvement factor for society as a whole. It
contributes to the progress of the city, which raises
During these ten years, the contribution design the quality of life and general well-being, especially
makes to business growth, and to the generation of in these times, all sustainably.
qualitative and quantitative benefits economically
and socially was clearly elucidated. The CMD's mission focuses its efforts on
coordinating the various participants of the entire
The CMD has been a key institution for the value chain, with the objectives of introducing
dissemination of this strategic vision and for the design into the production system and improving
accompaniment of those organizations which competitiveness. This discipline is understood as
decided to incorporate design as a driver of a rising and indispensable factor for businesses
business. The intense work in communication, growth with their products and services satisfying
support, promotion and creation of spaces that the requirements of users and customers.
CMD has addressed are invaluable contributions
in building a road which provides necessary We are now proud to present our vision of design
importance to design and innovation in economic and how its incorporation can improve the local
and cultural terms. system, while sharing the strategic guidelines of
our main lines of action with readers. Additionally,
The City of Buenos Aires stands as a pacesetter in we have made a significant effort in compiling
Latin America, a status which makes the task of all actions carried out in this decade of work in
defining the necessary public policies for the sector which our vision has materialized. Thus, the book
even more important. It is in this sense that we we offer reflects the memory of a pioneering and
decided to continue the CMD building project and innovative institution, which we have the pleasure
even go further, betting on its growth. and privilege of continuing to enrich with multiple
proposals and initiatives.
The first step was the inauguration of the complete
work of the site, with the authorization of the use of We hope that our story becomes a motivation to
Buenos Aires Ciudad de Diseo
Concentrating Talent in the South of the City In these territorial initiatives the private sector,
The Government of the Autonomous City of Buenos Government, educational institutions and non-
Aires created the Metropolitan Design Centre governmental organisations (NGOs) interact,
(CMD), understanding that the City has traditionally and have as their main objective economic
been a significant cultural node in the context development, social inclusion of specific sectors of
of Latin America, attractive for both tourism and the population and urban revitalisation.
large investments & developments of cultural
significance in the mind of Latin Americans. The central objective is to re-order the production
network of the city, building new hubs and generating
For a decade, they developed a political strategy new centres capable of competing internationally
with actions and financial budget for the creation to attract investments around, in this case, the
of an organisation exclusively dedicated to this activities related to the intensive use of design.
important sector. The Design District is a project
that seeks to promote the establishment of design To achieve this, it is proposed to encourage the
activities in the neighbourhood of Barracas, giving establishment of companies which offer design
scale to the mission of the Metropolitan Design services and those which demand these services
Centre to be the main promoter of the economic within one territory, promoting the effective
and cultural importance of design. incorporation of design in manufacturing as a
competitive tool. The Design District is specially
To the International projection of Local Design, oriented towards manufacturing industries which
promotion, possible areas for marketing, promotion make intensive use of design for manufacture and
and training of the professional public and sale of:
increasing awareness of a need for a sustainable - Textiles in general, including clothing and home
future were supplemented with a specific law for the textiles
creation of a Design District, a new phenomenon in - Tapestries and carpets
the region. - Suitcases, bags, leather goods and saddles
- Shoes
Barracas Design District is the corollary of more - Jewellery, fashion jewellery, watches and glasses
than a decade promoting the huge amount of - Household equipment, including home appliances
design activity in the city. - Furniture, box spring beds and mattresses
- Electric lamps and lighting equipment
Buenos Aires City of Design - Housewares, dishes, utensils and ornaments
In 2005, the United Nations Educational, Scientific - Games and toys
and Cultural Organisation (UNESCO), as part of
its Creative Cities Network program of the Global We must not overlook the integration of
Alliance for Cultural Diversity, appointed Buenos educational, professional or art and craft
Aires as the first City of Design, to be joined later institutions, and its role as the driving force in
by Berlin, Montreal, Nagoya, Kobe, Shenzhen, the system. Thus, universities, schools, technical
Shanghai, Seoul, Saint-Etienne and Graz, to form institutes, and tertiary education not only ensure
a Network of Design Cities both dynamic and the continued training of those who will give life to
mutually enriching. the district, the "creative" class linked to design.
Buenos Aires was chosen for its strong public and The convergence of all these players in the same
private encouragement of insertion and disciplined territory is essential to build a territorial system
development of design. It also has a wide range of which promotes a virtuous circle of alliances, while
professionals and Centres of Study, Research and contributing to the construction and positioning
Innovation and can generate excellent opportunities of a City brand linked to a creative sector and also
to spot new consumer trends which inspire facilitating the urban development of the city.
companies to develop new products.
In this context, the Directorate General for Creative
CMD's role was instrumental in this appointment. Industries promotes the Design District Act, seeking
Ten years of institutional presence in the particular to create a scenario which encourages investment
context of the City of Buenos Aires, helped the in the territory, through the establishment of
industry related to design gain special importance. companies with creative profiles and possibilities
As evidenced by the proliferation of trade fairs, of Internationalisation. This incentive suggests
exhibitions, competitions, educational offerings, the urban revitalisation of Barracas, generating
enterprises, companies, etc. movement and quality jobs, and serving local
businesses with cultural proposals.
Buenos Aires Ciudad de Diseo
Its position as the reference City for design to Latin lines from Banco Ciudad (City Bank), accompanied
America resulted in a fertile field whose main factors by development policies and tools for the
are the production of assorted consumer goods incorporation of design and internationalisation of
and the expansion of the so-called new media design-based businesses.
technologies. Altogether Buenos Aires has grow into
a model for the management of a creative economy.
Tools for strengthening the Design creative industries to enhance their work. In
District this sense, the strong concept "Design for all" is
Building a design district requires the combination understood as a way to show how it links to value
of multiple tools, understanding that the formation and employment generation, as well as the impact
of a cluster is a complex and long term process. In of their products in the life of people.
order to do this, a strategy that involves actions to
address the various elements of the system was
developed: DESIGN INCORPORATION
Investing in the attractiveness of the Boosting competitiveness
neighbourhood: through the promotion of the The core strategy of the Metropolitan Design
building as headquarters for convening activities, Centre is the incorporation of added value along
aimed at the general public and professionals the production chain. Strategic management and
or pacesetters in the design industry. Minimise innovation, conceived as a model of thought to
deterrents to visits and increase the time spent by shape action, guided the development of diverse
visitors, through the provision of spaces specialised tools designed to boost the competitiveness of city
in design such as shops and bookstores, and also businesses both at home and abroad.
interaction and entertainment venues, such as
meeting points and a cafeteria. The CMDs central task is to accompany businesses
in support of their steps towards improving their
Promoting social and environmental responsibility: competitiveness in their productive sectors and
to create a virtuous circle through sustainable also to foster the creation of new design-intensive
development values. To do this, support will be businesses, including all those which incorporate
especially granted to companies that have, or seek symbolic elements such as production values, and
to obtain, social and environmental certification, build upon the positioning of the City of Buenos
neighbourhood awareness campaigns will be Aires as a City of Design.
introduced, benefits will be offered to investors
in sustainable construction, and so on. The goal Since its inception the Centre has led an activity plan
is to turn the district into a Green centre, bringing which highlights a specific program of Strategic Design
together businesses managed with a new vision of in companies, focusing on strengthening economic
design and sustainability. development and innovation, especially in SMEs.
Promoting the employability of district residents: In summary, these are its main objectives:
through the promotion of training via art and craft Promote and coordinate the incorporation of
schools, providing assistance and incubation design in businesses as a way to strengthen
to socially-based entrepreneurs, working with competitiveness.
organisations which support the social economy in Support the professional development of
the supply of social microcredit for working capital, designers in the City.
among other initiatives. Invite SMEs to participate in the program
"Incorporating Design in Businesses", aimed at
Encouraging the incorporation of design in society: supporting the inclusion of strategic product
leading a specific program of strategic design development projects and improving business
oriented towards public and private organisations, services.
training professionals to foster their incorporation Conduct a design consultancy program, which
into enterprises, supporting the creation of allocates its resources to the creation of the
manufacturing and design service businesses, and companys products and services, incorporating
promoting the internationalisation of offers which design.
make a strategic use of design. Support initiatives which promote design as a
strategic tool, through exhibitions, conferences
Spreading the culture of design: concentrate and meetings between professionals and
and promote the proposals of cultural and entrepreneurs.
commercial events associated to design, such as
fairs, exhibitions, courses, seminars, workshops, The Program of Design Incorporation in Business
conferences, etc., so that the CMD becomes addresses the needs of businesses, entrepreneurs
the main platform to raise awareness of the and professionals, organized according to the
advantages which design offers for economic and requirements of each sector and the necessary
cultural development. tools for such purposes.
While disseminating the importance of design Development workshops are project spaces
does not necessarily lead to its incorporation by which offer an interesting balance between
companies, it nevertheless represents a major step experimentation and training. They look to combine
towards understanding the benefits and advantages the professional strengthening of both designers
of design for improving production and services in and creatives, through learning that originates in the
both public and private organisations. process of study & development, and demonstration
of the potential that design has.This underpinning
Contests and awards is also supported by the tangible results which
The awards, a permanent source of stimulus and are achieved and which manage to have a strong
challenge for businesses and professionals, invite industrial, visual and conceptual impact.
to stretch the boundaries of that which is known,
to innovate and improve the quality of services The workshops are organized around joint activities,
and products and as a consequence contribute in which members of the manufacturing industry
to improved profitability and to the creation of a enterprises, cooperatives, and associations
physical environment in alignment with social and meet along with a group of design professionals.
technological trends. Under the coordination of a team of specialised
professionals, methodologies for material,
Many businesses choose to rely on the creation of typological and formal study are introduced, to add
a contest to position their brand or to explore new value through design to a selection of products and
territories to generate innovative concepts and services with specific objectives but which are not
products. These actions contribute indirectly to the yet marketable.
creation of a fertile environment that fosters the
emergence of new talents, giving them visibility Among the most substantial activities developed
and incentives. with these concepts we find the Wicker Exploration
Laboratory, the Bamboo and Silk Workshops,
When these initiatives are related to the field of and workshops implemented in partnership with
design and project, the CMD becomes a strategic companies such as Easy, Infinit and Stone, or
partner, facilitating activities and management and workshops for the reuse of waste materials. About
providing specialised assistance. 250 professionals participated in these projects
which, in turn, allowed the creation of more than
In these projects the CMD takes charge of the 200 exploration projects.
management and the task of accompanying
businesses and organizations, by running Contests Bamboo Workshop
for professionals and students in the field of design - The Bamboo exploration workshop is a forum
in its various forms - so that more than one objective for active experimentation which proposes to
can be simultaneously strengthened: designers and entrepreneurs the challenge of
- Provide design professionals with the Contest working with sustainable materials. The workshop
terms and conditions. had two editions, each of six rounds, in which
- Promote young talents, recognising and supporting more than 60 people participated and generated
them with their training through awards and 37 projects.
experience.
- Highlight the efforts of businesses and / or While the goal of these activities is not to achieve
Buenos Aires Ciudad de Diseo
organizations to incorporate design into their a commercial product, the results transcended
manufacturing, particularly where this pursuit is the impact in terms of communication (through
aimed at projects with the potential for productive articles in the local press, websites and exhibitions)
integration. constituting the germination of business ventures
Diez Aos del CMD
- Provide support to businesses and organisations to and initiatives. Here we include a few examples:
improve their market positioning. - Kyhais the name of a bamboo-framed Paraguayan
- Generate a demonstrative effect with respect to hammock. During the week following the IDF,
the enormous changes introduced by the use of where prototypes were displayed, its designer
design as a competitive tool, raising awareness of received 6 orders and is beginning to manufacture
a wide range of organisations. a series of the product.(Santiago Mlega)
- Boo // Long Term Vision was the title of a project Armed with this report, the company is in a position to
addressing the design of eyeglass frames in chart a plan of action based on its recommendations,
bamboo and wood. This project led to the opening where the CMD acts as process facilitator, by providing
of a new product line for a family SME which the links with other financial and technical assistance
designer is part of, and the creation of a venture entities or service providers, as the project requires.
which is now accompanied by INCUBA (Romina
Schejtman) This program is based on the understanding that
- Bamboo Penswas the proposal of the designer of design is a tool which adds value, employment and
the company TECART incorporating a new line of productivity to the industry and which provides
bamboo products to its range, under the premise concrete solutions to businesses. The program
of sustainability. (Yamila Garab) assists city SMEs, which are advised by teams of
- Bamketa de Vetamboo was the name of the design consultants.
first prototype developed by a research group
formed by industrial designers as a starting Value Chain
point for the proposition of a bamboo furniture The operations of design and development for
line.(Maximiliano Carrizo,Muriel Clemenceau, products in value chains are programs which
Cecilia Chevalier, Walter Herrera, Mariano Lopez) replicate, to scale, the conditions for coordination
- Banzaiwas the name taken by a venture emerged necessary to support a process of systemic
from an exploration workshop, being its main innovation in a productive line. To this end,
product a Longboard named Mantra. The project participants are called to work with a common goal:
was later winner of the INCUBA contest, joining the creation and marketing of new high value-
the ventures which the CMD accompanies. added products, with the application of design as a
(Eugenio Levis and Marcelo Eleta) strategic development tool.
The process begins with the development of a While the structure of the value chain can significantly
diagnosis of the current situation of the company vary from one industry to another, we can identify
at macro level, plus defined expectations for some of the regular participants of a Venture:
improvement, along with the development of - suppliers of raw materials
an analysis of the company, the industry and - manufacturers of finished goods
trends - both nationally and internationally - from - manufacturers of semi-finished products, parts,
the perspective of strategic design. These tools and accessories
promote perception of new business opportunities - manufacturers of complementary products
and lead to recommendations for design strategies - distributors
through use of projection matrices. Finally, the - traders
conclusions of these analyses and suggestions for - design, marketing and communication studios,
the planning and implementation of actions are - education, promotion & sectorial institutions,
compiled into a Final Report. and users
- technological institutions
176 With the establishment of collaborative Following this purpose, the CMD (Metropolitan
partnerships between the different parts of Design Centre) is supported by two international
the supply chain, a swift response can be given networks, the UNESCO Creative Cities Network
to diversity, to the turbulence of technological and the ICSID Network, to establish a smooth and
change and to the risks derived from participation efficient relationship between cities and institutions
in a global economy, and also to cover flaws in which share the vision of design as an energiser of
productive resources; of costs or efficiency; in industry and material culture.
finances; and of information technology.
UNESCO Creative Cities Network
The first experience of this type of program was In 2005, Buenos Aires was the first city to be
called ucalis and operated within the chain of designated City of Design by UNESCO, within
forestry-furniture, promoting the use of Flooded the framework of the Creative Cities Network
Gum tree (eucalyptus grandis) for production of program. This network brings together creative
garden furniture in Argentina. Then other ventures cities so that they can share knowledge, practical
followed: Slix - working with willow wood to produce skills, experience, management techniques and
interior furniture; Brico - with a proposal for pinewood technologies. Cities can apply for admission to the
storage furniture; Objects for Daily Use (Objetos network and join the program, and thus ensure the
Cotidianos) - centred in creating products for the possibility to play a continuing role as centres of
home; Silver Fur (Piel Plata) - which used chinchilla creative excellence, while also providing support
fur as a source of development; and Lenga - focusing to other cities - especially those in developing
on the use of beech wood for small furniture. countries - to promote the cultivation of their own
creative economy.
These value chain operations have proven their high
potential for creation of synergies between design and Thus, Buenos Aires shares the appointment as
businesses, building networks between producers a City of Design with Santa Fe (USA), Montreal
and professionals which promote long-term vision. (Canada), Nagoya (Japan), Shanghai (China),
Shenzhen (China), Graz (Austria), Saint-tienne
(France), Berlin (Germany), Kobe (Japan), Beijing
INTERNATIONALISATION (China) and Seoul (South Korea).
The internationalisation of those strategic sectors Founded in 1957, ICSID has acted as catalyst for
linked to production, where design adds value, is professional associations, promotional societies,
based on a number of key pillars: educational institutions, public institutions and
Strengthening institutional relations with the enterprises with the goal of creating a diverse and
UNESCO Network of Cities of Design and the network inclusive system which is always positioned at the
of organisations nucleated around the ICSID; forefront of industrial design progress.
Consolidating the International Design Festival,
encouraging the participation of public and The ICSID network, made up of over 170 members
private institutions, academies and both local from six continents, brings together design centres,
and foreign designers; professional associations, universities and institutes
The promotion of the Latin American Design Forum, of higher education, as well as private companies.
formed in 2010, which presents Buenos Aires as a
design hub for Latin America, to the world and for The CMD has been part of this network since 2004,
the world as a gateway to Latin America; actively participating in meetings and conferences,
The development and consolidation of a trading and also leading activities of high territorial impact
platform which introduces strategic markets to such as Interdesign Workshops.
address in the design sector, such as the cities of
London and Berlin, or countries like Japan and, of CMDs participation in this institutional network
course, Latin America, allows expansion of activities which take place
Invigorating local conditions through international in the local context, also enriching insights by
Buenos Aires Ciudad de Diseo
lectures and seminars in Buenos Aires, which sharing experiences and perspectives with peer
function as bridges with trends, companies and institutions, leading professionals and scholars of
international experts. international renown.
The formation of the Design District as a public
Diez Aos del CMD
According to a survey carried out prior to the associated with design and creative industry in the
mission, there were very positive responses from territory specified by the Design District.
several companies which had previously addressed
this market with fashion shows together with other Applicant projects must develop in open
Diez Aos del CMD
government institutions, so it was decided upon to competition, through sponsoring institutions which
have a stronger presence, together with the Export are responsible for providing technical assistance,
Foundation (Fundacin Exportar) showing different as well as for monitoring the evolution of the
Argentine brands. enterprises. A jury of experts evaluates from the
presented projects and selects those with greatest
potential, giving them the following benefits:
- Physical incubation space for a year, with diversified industries, attracting capital; investors;
the possibility of up to one renewal, in an and customers for incubated companies, reuniting
environment of innovation and collaborative work. concepts with the technological incubator of
- Fixed telephone services, Internet access, security Buenos Aires, and relating to the Technological
and cleanliness. District South of the City of Buenos Aires.
- Technical assistance and tutoring, provided by the
sponsoring entity. As a result of this experience, it is possible to provide
- Ongoing training and participation in network tools and opportunities to assist projects which are
building activities with entrepreneurs from the growing. These management tools allow conversion
other programs from the Ministry of Economic of the CMD to become a business accelerator.
Development, and the participating entities.
The Incuba program, in combination with the
The process of application and evaluation of capabilities CMD's infrastructure provides, offers
projects is carried out under the eye of experts to a unique opportunity to generate synergies among
identify the most promising proposals. At the same entrepreneurs; businessmen; and professionals.
time, the linking of Incuba with other sponsoring The combination of programs and activities
entities can expand the scope of competition, and ensures an interesting volume of movement of
build stronger links between all parties. entrepreneurs, generating an atmosphere of
experimentation and collective learning that not
The call consists of five stages: only favours individual enterprises, but provides a
1- The entrepreneurs present their projects via any fertile climate for the emergence of new initiatives.
of the sponsoring entities, who often help them
adjust the proposal and prepare the presentation. Strategic alliances
2- A 1-1 interview is held, with each presented To achieve higher goals, the CMD has forged
project team. strong links with institutions sharing its mission
3- An evaluation committee comprised of to support and promote the formation of creative
entrepreneurs and expert consultants in various and innovative companies. The Incuba program
fields considers each presentation, taking into is an example of seeking institutional synergies
account the application folder as well as the whereby each entity adds value to the offering
personal interview. towards entrepreneurs and businessmen. Building
4- Those projects selected will go to a final strategic alliances has become an essential task
stage: the "elevator pitch" (the business idea is in the growth of the programs and actions seeking
presented in 5 minutes, the time of an elevator a boost in the context of entrepreneurship in
ride with a potential investor) before a jury of Buenos Aires.
specialists.
5- The selected projects are announced publicly An interesting example is the Dinmica.SE program,
and called to start the incubation process. created in 2005 with the commitment of various
institutions: General Sarmiento National University,
As already mentioned, the role of sponsoring University of San Andrs, National Technological
entities is key to their development, both in the University (Faculty Regional General Pacheco)
process of call as in assistance. These institutions and the Metropolitan Design Centre. This alliance
are responsible for: sought to provide a fertile environment for
- Distributing the features of the Incuba program entrepreneurs; professionals; and businessmen
between the different areas (university, business through specific services:
associations, NGOs, etc.) where there may be - Training of entrepreneurs
projects with potential to apply to the program. - Project Acceleration Tutoring
- Seeking and identifying new design; creativity; - Networking and mentoring
or innovation-based business projects, - Financial assistance through links with investors
and providing technical assistance for their and financial institutions
formulation.
- Supporting strategic management and business The program was co-financed by the Multilateral
advancement, creating follow-up activities for the Investment Fund, via the Inter-American
actions included in the business plan. Development Bank until 2009, having also the
- Facilitating contact and interaction between contribution of Buenos Aires South Corporation;
entrepreneurs and potential suppliers; Karel Steuer Chair of Entrepreneurship - UdeSA;
customers; partners and/or investors. and Santander Rio bank's Universities Program.
- Assisting entrepreneurs with access to relevant Through this program it was possible to train
networks for project advancement. over 1,000 entrepreneurs; over 50 trainers/
- Arranging regular activities for network building consultants, select and finance with seed capital
and/or training for all program participants. more than 150 projects; and be recognised by
the Government of the City of Buenos Aires as an
Throughout its eight seasons the program has institutional network of the "Buenos Aires Does
assisted more than 140 companies in the City, Business" programme.
selected from over 750 applicants. So far the CMD
has incubated over 30 projects within the building. The programme Buenos Aires Emprende, another
Those pursuing the idea of launching and running case in which strategic alliances were key to the
their own business face on-going challenges, generation of new shares, was promoted by the
presenting a number of questions and uncertainties Ministry of Economic Development (GACBA). It
which are endured and solved against the backdrop aimed to promote the creation and development
of an incubator. That is why, even from the of new ventures with innovative features, thus
beginning, training courses were developed aimed strengthening and expanding the network of
at all those with an idea for a project, and who organisations dedicated to supporting the
were seeking to develop a dynamic venture (with development of new production, commercial and/or
projected growth in capital and human resources). services projects. Within this context the CMD, as a
specialist in entrepreneurial matters, have the duty
The CMD organises events for submission of to disseminate the program and identify innovative
business plans, coordinating and controlling the and economically sustainable projects.
process of evaluation and selection of projects
to develop new ventures. Also administering The applications by the various institutions
assistance to teams; tutors; mentors; trainers; undergo an evaluation process, offering a range
investors; financial institutions; legal and of benefits to selected projects. This includes a
accounting advisers which are linked to companies, Non-Refundable Contribution (ANR) to support
and organising awareness and dissemination the implementation of the actions included
activities in other institutions, building institutional in the approved business plans and technical
networks which support entrepreneurs. assistance provided by the sponsoring agencies.
Also, entrepreneurs become part of the Porteo
Over the years the CMD has gone through a (Buenos Aires) Entrepreneurs Network, harnessing
program growth process with more projects and these benefits through inter-company synergy.
180 Spaces for commercial promotion propose tools and action programs aimed at
While supporting entrepreneurs and businessmen improving competitiveness;
in managing their businesses and organizations is support the integration and intensification of
essential for proper insertion in the economic context, design in the context of production and services;
one of the biggest weaknesses of creative companies, Disseminate valuable experiences and best
as much those of production as of services, is how practices associated with the incorporation of
they meet the market. The CMD is committed to design and innovation.
providing support to the commercialisation stage,
whether for entering the local market or for finding The Metropolitan Institute of
market share in other locations.
Design and Innovation (IMDI)
The IMDI looks to instil strategic thinking and
Among its main tasks the CMD assists production
design innovation within the projective and
and service companies and enterprises, which
productive cultures. A concept comprising of
are committed to using design as a competitive
the creation and supply of strategic design tools,
business tool, and facilitates access to business
aimed at designers and entrepreneurs to generate,
events of the sector. Often calls are made to
communicate, and distribute innovative products
maximize CMD's institutional space with national
and services related to the desires and aspirations
trade fairs such as Expomueble (CAFyDMA);
of the target market. From this, organized actions
Expomedical (CAEHFA); Alimentek (IAE); Expo
are targeted at three key areas:
Regala (Kephirah); Expotoons; ArgenGrfica (FAIGA);
- content generation through research;
Buenos Aires Fashion; Efica; Emitex; Cemca;
- content compilation, edition and publication via
MAByN; etcetera. It is identical to the commitment
Documentation and
to international fairs where the CMD has a
- communication of content through Training.
presence: Colombiamoda (Medellin, Colombia);
Bread and Butter (Berlin, Germany); 100% Design
Since its creation, the IMDI pursued a primary
(London, England); among others.
goal: working to explore issues related to local
businesses, with strategic design as axis. The
One of the initiatives with massive local impact
objective of the research, then, is to identify
was "Ferias El Dorrego" which, based on the
obstacles for the implementation of trade and
phenomenon of independent design fairs,
propose some practical ways to address them.
contemplated various activities of a similar
The decision to focus on the study of local
vein: events and exhibitions supported by
experiences was taken from these ideas,
differentiated products. The aim was to create an
incorporating them as a mechanism that promotes
easily accessible commercial space for emerging
good practice, while it elucidated that the local
enterprises, often operating as many designers'
context should not impede the incorporation and
first direct selling point. Lectures; exhibitions;
innovation of design. The analysis, documentation
concerts; fashion shows; and other activities
and discussion of these cases raised awareness
were organised around the trade show, giving
and training of businessmen, entrepreneurs and
greater visibility and generating a new centre of
professionals from a perspective different to that of
touristic attraction.
academic research.
Along similar lines, during various festivals and
The Institute aims to meet the production systems
events "shop window circuits" were coordinated,
need of a space for reflection, integrating its reality
consisting of a presentation of signage and branding
and projection. It also seeks to address the training
from established commercial premises. Thus,
and information needs of design professionals, so
continuous supply of products and commercial
as to be able to offer strategic and comprehensive
proposals brings more visibility, facilitating brand
solutions to both industry and the community.
identification by consumers and users.
At the same time, it acts as a liaison with other
Finally, to promote the purchase of products and
academic institutions and as promoter in the
value-added services, trade talks are regularly
fields of research and transfer, and is joined in
held with both domestic and foreign buyers.
this purpose by universities, technologic-scientific
Businessmen and entrepreneurs can utilise these
centres and economic observatories of the city, the
to present their catalogues and make direct contact
country and the region. This network allows building
with potential customers.
a bridge for the flow of knowledge and demands
between academy and industry, where the State
Approaching this marketing problem from different
ranks as an active link in synergy generation.
angles has allowed the CMD to position itself as a
strategic partner, facilitating market integration of
The Institute is, therefore, a space for active reflection
creative products and services.
which stimulates an interdisciplinary approach to the
analysis of the complex relationship between design,
management, production and consumption.
RESEARCH AND
TRANSFERENCE The Centre for Research,
Development, Innovation and
Knowledge creation for local Design in Engineering (CIDIDI)
development The creation of CIDIDI came from the opportunity
To say that knowledge is the key element for of linking hard engineering knowledge with soft
development, whether in economic, social, cultural imprint of design. Somehow, this program looks
or any other field is at this point evident. Design and to bring together and combine the different
innovation are no exceptions to this rule. approaches to innovation, making them available
to industry. Thus, technological innovations can be
The need for theoretical and empirical knowledge embedded in products which are then absorbed by
appropriate to the problems within this context society through design.
led the CMD to build two institutional spaces
unprecedented in, and specific to, the country: the This was formalized through an agreement between
Metropolitan Institute of Design and Innovation the Faculty of Engineering of the University of
Buenos Aires Ciudad de Diseo
(IMDI) and the Centre for Research, Development, Buenos Aires (FIUBA) and the Government of the City
Innovation and Design in Engineering (CIDIDI). Both of Buenos Aires, with the participation of the CMD as
are oriented towards developing research which a link, with the primary purpose of providing services
offers a new perspective on applied design in for the development of the metalworking industry.
Diez Aos del CMD
Amongst the principal activities of knowledge Consistent with its objectives, since its inception
transfer, there is emphasis on the CMD Conference, the CMD provided training and advice in order to
a zone of information and training which connects promote the incorporation of new knowledge in the
various participants in the productive system. design disciplines and creative industries, as well
Designers and entrepreneurs, both locally and as to business and management capabilities thus
abroad, participate in these events offering their enabling more sophisticated local capabilities.
experiences around strategic design and innovation
to the community, in this space for exchange The completion of the construction of the building
and reflection. As with other exchange activities, allowed for the expansion of training programs for
this functions in the style of a "powerhouse" of an ever growing public, and it became host to many
information and contacts for the convening of the national and international visitors, conferences and
various activities organized by the CMD. workshops. Through agreements and associations
with chambers, industries and foundations, for over
In the same vein, the publications are oriented a decade the CMD managed to become a powerful
towards the transmission of this baggage, leader in professional training and updating, and
becoming educational bridges of learning and also managed to provide one of the first training
sharing. Theory and experiences combine to give experiences for arts and crafts, fundamental in the
tools to participants in the local context, with the design industry.
use of colloquial and accessible language. Free
access to most documents via the web is a plus The core idea of the training is across all activities,
which aids its dissemination. as it relates the "business" as motivator of the
company with the management of design within its
Another platform which forms a connection structure, whatever the industry to which it belongs
between international and local levels is iF may be.
Magazine, the only magazine in the country
dedicated exclusively to design issues. Its central In this spirit, the training activities aim to:
themes point to the relationship between design, offer and explore tools and methodology to
production, innovation and management. Its pages develop profitable and sustainable creative
spread the work of designers and, in particular, businesses;
companies committed to design in their respective strengthen entrepreneurial skills, with emphasis
industries: apparel, accessories, products, on the specifics of design projects and the
packaging, audio-visual, graphic, shows, etc. development of new products; collections; brands
From the point of view of institutional networks, it is or and visual communication systems, among
important to mention the accompanying Forum of others;
Educational Institutions of Design of Buenos Aires, supplement the available formal training
created within the context of the City of Buenos with specialization and updating activities for
Aires being declared "City of Design" by UNESCO. professionals and businesses;
The Forum comprises representatives of various promote and support spaces for training in
educational institutions - both private and state craftsmanship and skills necessary to implement
managed - and is aimed at improving the academic creative businesses;
quality and generating common activities, spaces enhance the generation of knowledge networks
for academic debate and exchange. Internally through the exchange of experiences among
this group is organized into three committees: companies, designers, advanced design
Education, Research and Management, to discuss students, entrepreneurs and workers.
and contribute to specific actions on issues which
concern them. New businesses and ventures
The field of business generation and reformulation
An essential complement to these activities will be has traditionally been an area which requires a
the CMD Library, a bibliographic querying centre continuous updating of information and a constant
dedicated to collecting publications related to design search for tools and methodologies which facilitate
and business, available to the entire community. the analysis, planning and management of value
propositions.
The CMD Library is intended to be a Latin
American reference as a privileged space for The training of professionals and entrepreneurs
specialized consultation, both online and in in aspects related to building business looks,
person. The publications file will not be limited therefore, to strengthen the conditions for
182 developing their own ideas and to promote their Sustainability
ability to recognize opportunities in profitable The vision proposed by the CMD is that companies
businesses where design is a key tool for creating build their businesses in the future under a
new visions, products or services. model of sustainable development. For this they
created the Sustainable Design program, which
Seminars, conferences and workshops pursue aims to position the values and approaches of
the aim of updating methods of working, so that sustainability:
participants can prepare an analysis of the current - promote conscious consumption in the public;
and future states of their business and thus feel - encourage discussion on corporate social
that they are well equipped to identify the correct responsibility, sustainable design and fair trade
and necessary processes to achieve the best between professionals and productive sectors;
development scenario. - spread patterns of production, marketing
and consumption that include economic,
Concepts and tools of strategy, management, environmental and social sustainability values;
marketing, intellectual property, legal aspects, - enrich and improve the productive network and
communication and advertising converge in these quality of life of the inhabitants of the City through
areas of learning and sharing, with the presence effective management of sustainable design.
of, on the other hand, prominent specialists
convened by the CMD, who enrich the content with From these core ideas, actions were identified
their presentations which are varied due to their and organised which tend to have an effect on
individual perspective. generation of changes in the medium and long
term, and implementation of strategic actions.
Among the initiatives which form part of this Among them we can mention conferences, study
line of work, a highlight is the seminar "Design days, workshops and the development of a Shop
and Business, concepts which unite", aimed at Window Circuit, where designer brands with stores
entrepreneurs, designers, businessmen and design in commercial areas presented new products and
studios that need to correct the course of their prototypes made from production waste.
projects. This seminar is organized into three axes:
1- Providing basic training in administration; The CMD acts as protagonist now, assuming that
strategy; and legal aspects, and already has the effects force everyone to take responsibility
over 500 participants. for the future, with the active involvement and
2- Having a sectorial approach (industry, trade awareness of all members of society regarding their
and services) and aimed at design firms and production and consumption behaviours.
creative industries, having trained about 30
companies and/or studios, forming "directories" Craftsmanship schools
3- Building a bridge between designers and A critical element in the consolidation of a
companies interest in the incorporating, or competitive production system is the training
improvement associated with design. of resources and capabilities applicable for the
various tasks applied in those industries which
On a deeper, more personalised level, there are intensively use design. That is why the CMD worked
business advisory actions, aimed at businesses on building alliances and networks that help
within the creative industries: design, editorial, to provide spaces for training and employment
music, audio-visual, multimedia, gastronomy, integration complementary to the creative
tourism, textiles and accessories, etc. In these industries.
individual meetings, a team inter-disciplined in
design and economics provides, together with One of the first experiments was the Leather Goods
the employer or entrepreneur, a diagnosis of the School, developed together with the Industrial
situation, which also examines possible criteria and Chamber of Leather Manufactures (CIMA Cmara
guidelines to strengthen business management. Industrial de las Manufacturas del Cuero). In this
Entering markets, market strategy development, space workshops are held to teach the making of
attraction and retention of customers, definition leather goods and garments. These courses are
of a cost structure and prices for products and/ attended by both designers and untrained students
or services, and the creation of supply networks, seeking to develop skills to start working in the
among many others issues, are part of the concerns production sector.
of the attendees which are usually addressed in the
workshops. Also, nodes are often linked to other Another example along the same lines is the Fur
programs or actions which are organized by the CMD. School, consisting of training workshops on the
making of fur goods, aimed at people wanting to
One emergence of such programs, which learn the craft for incorporating into the labour
demonstrates the role as interface that the CMD market.
has built in the industry, is the activity of building
and strengthening networks, carried out on a regular Together with the Peace Foundation (Fundacin
basis - every two months - which groups together Paz) a comprehensive program called Sewing
about 80 people. These spaces for meeting and Networks (Cosiendo Redes) was developed, which
sharing allow the strengthening of links and facilitate teaches pattern making, tailoring and dressmaking,
network building among the participants in the and provides advice about the clothing trade. This
different editions of the seminars. platform is aimed at both the unemployed and those
looking for a job in the fashion industry. It works
The main activities of the Program are: around a wide range of products and technologies in
- Design consultancy for businesses which want to the textile sector - clothing: knitting, weaving, pattern
incorporate design in processes, products and making, cutting, tailoring, etc.
services. It provides a diagnosis of the state of the
business to identify specific aspects for improvement. In the framework of the Programming Courses
- Business advice for creative companies. It offers (Cursos Programar), developed in partnership with
a space to jointly develop an assessment and the Developing Argentina Foundation (Fundacin
advice to strengthen business management. Desarrollar Argentina), courses on Java Programming
- Design + Business Seminar for designers, and Technical Support are provided, aimed at young
advanced design students and business leaders. graduates of public middle schools, as a means to
Buenos Aires Ciudad de Diseo
It offers tools and methodologies to develop introduce them into industries related to Information
profitable business which include design in their and Communication Technologies.
products and services.
- Image development seminars for fashion The various training programs of the CMD aim
Diez Aos del CMD
businesses and designers. They offer at strengthen not only human resources - giving
complementary modules which develop topics support and knowledge to develop skills with a
such as product and brand image, communication strong orientation toward production and business
elements for fashion, web 2.0, etc. They are held - but especially networks and links, so that a system
at different times of the year, at the CMD or at providing a fertile land for the development of
other institutional settings. creative industries can be built.
INFRASTRUCTURE outlined, which served to establish the functional
characteristics of the building for its subsequent
An Idea Factory for the City recycling. The start was the repurposing of a 500
A building is much more than a physical space. square meter property, located at the corner of
It works as an introduction to an organisation Santa Mara and Villarino streets, which would be
as well as representing the vision for the the foundational headquarter of the Centre. This
future of an organization pushing it to achieve space, which later became known colloquially as
incremental goals. As is the case with the CMD, El Pescadito (The Little Fish) for its obvious
its infrastructure has been established as one association with the neighbouring land, was
of its most significant material expressions, inaugurated on December 18, 2001, and three years
accompanying its development and giving visibility later was awarded the Biennial SCA-CPAU Award.
to the magnitude of its actions.
The construction criterion was critical when
The former Fish Market building, today the home of determining its image. The revaluation of the
the CMD and the epicentre of the Design District, is Barracas district's industrial footprint was the key
projected as a space for innovation, a node to draw from which the building could be considered: an
in entrepreneurs, businessmen and professionals ensemble of elements with formal and functional
from diverse sectors, who seek a creative and certain autonomy which constituted a kind of creative city
vision of the future of their activities in the City. - powerhouse. This neo-industrial aesthetic would
mark the identity of the CMD.
The strategic location of the site was successful
and meets two objectives: to revitalize the south Since its opening, The Pescadito was the workplace
of Buenos Aires - the creation of the Design for twenty professionals and administrative workers
District of the City and, in turn, maintain a close carrying out the programs. The CMD became home
connection with the rest of the city. Therefore, the to numerous events for training, dissemination
former estate of the Wholesale Fish Market was and exchange, understanding its importance as an
identified and consolidated as the ideal place for engine of regional growth in the development of the
locating the Centre. southern area of the city of Buenos Aires.
The Market ran from 1934 to 1976, and was an The final project of the building, which included
important urban and neighbourhood commercial the entire block, was planned in three stages.
centre. The property was not used after that The first one, inaugurated in 2003, added two
time, and so the building had to be recovered and training rooms to the first series of incubators.
renovated to fit its new roles. The guiding idea The second stage, as from 2007, saw the addition
for this project was to reassess the nature of the of incubators, training spaces, two terraces for
existing infrastructure and make it a landmark for exhibitions and administration offices. Finally, in
the area, on these main axes: 2010, the rest of the property was inaugurated,
The purchase and recycling of a sector of the completing the building program as it had been
property in one of the corners of the former planned. The decision, the project and the
Market, in order to have a physical space where completion of the work to recycle and adapt the
the CMD could start its activities. former Fish Market was made possible by a strong
A subsequent call to the National Preliminary Design commitment from the Government of the City
Competition for the recycling of the former Market which, through public investment and stable politics
to develop an ambitious infrastructure program, regardless of administration changes, continued
consistent with the objectives of the Centre. the project, promoting the process of positioning
the CMD as a regional reference.
The project
The Project to make the former Fish Market The coordination of an agenda of urban actions
adequate developed from the National Preliminary in the Barracas neighbourhood, with participation
Design Competition, conducted between 2001 of other areas of the government as well as public
and 2002, which received over eighty competing and private players, aimed to achieve a synergistic
proposals. The overall project objective was to build process which contributed to the redevelopment of
a strong relationship with the environment, with a this area of the city by way of a series of harmonized
clear connection to the Hiplito Yrigoyen railway actions. The success of this policy continued by
station and the nearby Riachuelo neighbourhood. stimulating the creation of the Design District.
In order to fulfill this concept, recognizable shapes
in the Barracas landscape were taken to give The CMD story had another key area: El Dorrego.
identity to the works: water towers, cranes, railway This 8000 square meter area, located between the
buildings, visible beyond the limits of the Riachuelo streets Dorrego, Zapiola, Concepcin Arenal and
coast, which became unavoidable features. Ramn Freire, was managed by the Centre between
2003 and 2007. The goal, in this case, was to get
The winning project proposed a building consisting closer to the commercial area in the neighbourhood
of a semi-cloister on two levels, with a central gable of Palermo, an area strongly identified with design,
roof and an arrangement of parallel aisles, with a with cultural and commercial promotion activities
perpendicular interior street. The incubators are that brought together various sectors related to
located in existing buildings, around the edge and in design and production.
a new pavilion which completes the block. Sectors
for administration, exhibition, education, auditorium The launching of El Dorrego was instrumental
and library were located inside the cloister, all areas in the Nuevo Colegiales area's revitalization
expressly for public use. The larger naves have the program, which currently forms the nucleus of the
functional places, colloquially called boats, for their largest audio-visual activity in the City. So it was
modular type, entirely wooden construction and subsequently decided to use this building as the
their proximity to the river. epicentre for the Audio-visual District.
The main feature of the building, from its inception, The Metropolitan Design Centre (CMD) is
was its transformation ability, its ability to house recognized today as the centrepiece of the Design
heterogeneous and seasonal activities. With its 14 District, established as an architecturally authentic
thousand square meter area, it ranks as the largest city landmark and as an engine of development
design centre in Latin America, while it is, and through the programs and projects it leads, not only
will remain, the headquarters of many activities: for design but also focused on the Citys economic
entrepreneurial incubation, training courses, and cultural sectors.
cultural activities, laboratories and development
workshops, exhibitions and dissemination events,
library and documentation centre. TEAM
The core of the program was its plan in stages, Two of the most distinctive features of the CMD
allowing gradual expansion of its infrastructure. are the energy and commitment of its teams. This
At the beginning of the project, a program was has undoubtedly been a key factor in building
184 an innovative and dynamic institutional profile, which the expansion and scaling of the Metropolitan
had the courage to develop pioneering activities and Design Centre and the Department of Creative
programs both locally and in Latin America. Industries, in order to generate greater symbolic
The formation of the Centre as a place of learning and value, social and economic impact of design and
empowerment for professionals and technicians worked creative industries in the City of Buenos Aires, the
as a source of motivation, which in turn favoured the rest of the country and the region.
movement of people while keeping a high level of activity
and professionalism within the institution. The objectives with which it began its actions are:
To work together with the CMD in line with
The staff historically consisted of a majority of its objectives, priorities and public policies,
professionals: on average sixty percent of the CMD identifying opportunities for the development of
team members came from different university resources to implement programs and activities;
majors (design, management, economics, To consolidate as a tool to support the mission
sociology, communication, engineering, etc.). and management of the CMD, accompanying its
Another particular element of the members profile work as co-protagonist of its growth;
is their youth. For these people, the CMD was To promote the economic and cultural importance
an opportunity to find a space for professional of design and creative industries; devising
development through the implementation of strategies, actions and initiatives to attract
innovative projects. Due to various economic and resources to fund the programs and activities
cultural circumstances in the first decade young promoted by the CMD;
professionals were frequently hired, reinforcing the To create strong relationships between
sense of dynamism and flexibility. companies, institutions, organisations,
professionals and consumers that are related to
In organizational terms, the CMD has shown to the creative economy, to generate cooperation
be an example of innovation. Even though there and partnership ventures;
is an organization chart to define responsibilities, To assist new businesses based on design and
the different activities are carried out by work creative industries.
teams organized around the planned objective.
This allows distribution of work based on the
technical capabilities of each team, and provides a HISTORICAL OVERVIEW
mechanism for fluid interaction between different
teams. Thus, the creation of other customer In 1999, within the framework of the Ministry of
and/or internal supplier areas maintains high Industry Trade and Labour of the Government of the
levels of demand and quality, and is essential for Autonomous City of Buenos Aires (GACBA), a series of
coordinating complex projects. activities were undertaken relating, directly or indirectly,
to the promotion of design as a discipline oriented
The constant support of local entrepreneurs and towards the creation of added value and innovation.
renowned professionals, who accompanied and
promoted this staff of special characteristics, has The objective was aimed at implementing policies
been instrumental in the development of the actions which would multiply job opportunities and promote
of the CMD. Supportive of these concepts, each social balance by stimulating development and
project team is in charge of defining and distributing increasing the competitiveness of the local economy,
responsibilities, working methodologies and the through incorporation of industrial design and
use of available resources. This system of "work technological innovation in the production system for
cells" provides both flexibility and dynamism to goods and services in the City. At the same time, it
the organization of programs and activities. In this was a plan directed primarily to attend to small and
particular dynamic it is important to recognize the medium enterprises as well as integrating design
influence exercised by the buildings design. The professionals in the local productive structure.
open plan, the spaces for encounter and exchange
and the glazed and accessible offices promoted the Based on that experience, the Centre of Metropolitan
building of internal networks of cooperation which Design Program1 (later renamed Metropolitan Design
strengthen the CMDs management model. Centre2) was created with the purpose of stimulating
production through the creation of added value,
It is true that people are a key factor in all organizations, allowing companies to better compete and at the
but in the particular case of the CMD, human resources same time adding skilled labour with a high level of
were the real engine behind every particular action training. In this structure, the CMD depended on the
and program. Without each of them, nothing of what Ministry of Industry, Trade and Labour (SICT).
appears in this book would have been possible.
This stature as a Program lent it a certain dinamism
with respect to the possibility of performing
CMD FRIENDS NETWORK various activities with minimal administrative
effort. However, operating in the overcrowded
Accompanying growth SICT building prevented fluidity in day to day work,
The growth of the CMDs activities led, in 2005, which partly hindered its activities. At that time
to the creation of the CMD Friends Network (Red the opportunity arose to redevelop some former
Amigos CMD) - founded by a group of businessmen premises - the former Fish Market - to turn it into a
and professionals - called Association of Friends suitable building for the program to function.
of the Metropolitan Design Centre of the City of
Buenos Aires (Asociacin de Amigos del Centro In July 20013 a national competition for
Metropolitano de Diseo de la Ciudad de Buenos preliminary designs was approved, to contract
Aires), with the aim of cooperating with the mission refurbishment and remodelling of the former
and goals of the CMD. Fish Market building, and the inauguration of
the building foundations - called "Pescadito"
The Friends Network coordinates the relationship (Little Fish) - with an area of 500m2 took place on
between the institution and the private sector December 19th the same year.
to generate resources for the development of
programs which promote the link between company This would mark one of the highlights in the impact
and design in all its disciplines. of the program within the GCABA structure, since it
Buenos Aires Ciudad de Diseo
On 1st July 2000, the Metropolitan Design Centre Keeping alive the feeling lived that day when we
was presented to the public: a festival was held opened "El Pescadito" (The Little Fish), the first
there, where prizes were awarded for the first stage of the project in Barracas, 48 hours prior to
design-identity-innovation competition, which the the resignation of De La Ra. A country which now
same secretariat had convened. faced an uncertain chasm and we, in a kind of refuge,
opening a space for the future with design; innovation;
It is, for me, a great satisfaction to witness how, and new ventures as standards of our project.
since that moment, and with an idea that at
one point seemed too pretentious, the CMD has At that time CMD was a dream, dreamt step by
continued to grow with the creation of new areas; step, where each step and each program were
new projects; incubators; etc. closely linked to the design and construction of the
building. An emblem of modernity implanted in a
Today it is an indispensable reference for companies forgotten neighbourhood, which summarised in its
interested in the design and improvement of their tour the ambitious proposal: incubators for creative
products; for designers who find in the Centre a think companies; incorporated hoteliers; cultivation of
tank and meeting place; as well as for innovative spaces for networking and sharing; classrooms/
professionals and entrepreneurs. workshops for training; exhibition spaces; and
working positions both open and flexible. In short:
Rafael Kohanoff a factory of ideas; projects; and ventures which
Former Minister of Industry, Trade and Labour were attracted by passion; energy; and vitality, and
was built upon every day with input from designers,
The Launch businesses and management.
I directed the Metropolitan Design Centre from a
year before its official opening in December 2001 During those years we obtained the designation
until late 2007, at the current site which once was of City of Design by UNESCO; opened Incuba,
home to the Barracas Fish Market. creative business incubator in the city; the design
management magazine 'IF'; the IMDI Research
For seven intense years, the foundation occurred Institute; the annual conferences; the Design
against a backdrop marked by a dizziness which Festival; the early stages of the old Fish Market
permeated the changing national political and redevelopment; the design assistance programs
economic context. At the same time, a tide of for businesses, the Friends Network; and a set of
creativity, design and entrepreneurial possibilities initiatives which, with varying degrees of success,
began to sprout in the City of Buenos Aires. formed the basis of a sustainable program which
Buenos Aires Ciudad de Diseo
city in which the State again played the central hundreds who passed through it, as the pride of
role as promoter and coordinator of public policy being part of an experience which without doubt left
instruments. For small and medium enterprises, as indelible marks in all our lives.
well as new ventures, it provided more and better
tools to help them be innovative; competitive; Adrin Lebendiker
and differentiate themselves in a context which, Former General Director for Cultural Industries & Design
188 plo territorial associado ao design, criatividade
10 ANOS DE CMD e inovao. O projeto se prope a atrao e
PORTUGUS
instalao na zona Sul de Buenos Aires, de MPEs,
Buenos Aires tem o privilgio de ser uma cidade profissionais e empreendedores que realizem
que se destaca pela sua histria, sua cultura e sua atividades produtivas e de servios que faam uso
vitalidade. Mas o mais distintivo dela sua gente, intensivo do design.
a energia de seus empreendedores que combinam
paixo, criatividade e talento para encarar O Governo da Cidade lidera este processo
constantemente novos desafios e projetos. oferecendo um prdio pblico que tem a
infraestrutura necessria para acompanhar e
O nosso papel, desde o Governo, abrir as portas dar suporte a este desenvolvimento, e promove
para todos, para que cresam, potenciando e algumas reas do bairro de Barracas como zonas
canalizando sua energia e traduzindo-a em melhor livres de impostos municipais para empresas
qualidade de vida para os moradores da cidade. produtivas e de servios que compitam baseadas
Desde o primeiro dia trabalhamos nessa direo, no design.
estimulando o desenvolvimento econmico da
Cidade, promovendo o agregado de valor e gerando O Distrito de Design um desafio importantssimo.
empregos e oportunidades para todos. Esperamos que, junto com outros distritos que j
funcionam com sucesso, promova o compromisso
O design , nesse sentido, uma ferramenta muito de todos os atores do sistema econmico e social
potente e em pleno crescimento em Buenos Aires. local, mas principalmente que motive empresrios,
Por isso foi nomeada a 1ra Cidade de Design no profissionais e empreendedores a incorporar o
marco da REDE de Cidades Criativas da UNESCO. design na prtica e estratgia de seus negcios.
Achamos que este pode ser um vetor insubstituvel
Com enorme satisfao, em outubro de 2010 na melhora competitiva e no desempenho das
finalizamos os trabalhos no prdio onde funciona o empresas no pas assim como nos mercados
Centro Metropolitano de Design (CMD), no corao internacionais.
de Barracas. Um espao de mais de 14.000 m2
com que impulsamos o desenvolvimento dos Francisco Cabrera
bairros da zona Sul e marcamos um antes e um Ministro de Desenvolvimento Econmico
depois na Cidade. Governo da Cidade de Buenos Aires
que decidimos dar continuidade ao projeto do Agora temos o orgulho de apresentar a viso que
Edifcio CMD e inclusive ir alm, apostando em seu temos do design e de como possvel melhorar
crescimento. o sistema produtivo local com sua incorporao,
enquanto compartilhamos com os leitores as
Diez Aos del CMD
mais de uma dcada de promoo da atividade de indstria da manufatura, que faz uso intensivo do
design, to abundante na Cidade. design para a elaborao e venda de:
- produtos txteis em geral, incluindo vestimenta e
Buenos Aires Cidade do Design txteis para o lar
Diez Aos del CMD
Os dois guias foram editados em verso digital, Em linhas gerais, o CMD e as diferentes
com o objetivo de ampliar a difuso para o pblico organizaes promotoras empresas, instituies
em geral sobre o setor produtivo do design e da pblicas, ONGs - trabalham no desenvolvimento
moda e, em particular, para serem utilizados integral das chamadas pblicas para prmios
como ferramentas de consulta pelas organizaes e concursos, procuram jurados de renome que
interessadas na incorporao do design. endossem a convocatria, tanto nos sistemas de
apresentao de projetos, como nos mecanismos
As exposies, coerentes com o contexto, so de difuso dos resultados. Isto cria uma sinergia
apresentadas como plataformas de sensibilizao entre o setor pblico e o privado, facilitando a
e promoo das iniciativas emergentes que se abordagem do design como ferramenta de suporte
relacionam com a aplicao criativa do design, para a melhoria competitiva e para a inovao,
com vistas gerao de valor agregado para a enquanto se trabalha na promoo e apoio aos
produo, tanto em termos econmicos como profissionais do setor.
ambientais, sociais e culturais.
Convocatrias de sucesso propostas por empresas
Estas aes so direcionadas retomada de de alta notoriedade, como o Prmio Madame Frou
projetos e produtos associados aos principais eixos Frou, o Prmio Citron Crative Technologie ou o
de atuao do design, de acordo com os interesses Concurso Masisa, explicam o impacto que estas
e perfis das empresas envolvidas no processo, iniciativas tm para o meio empresarial local e para
com a inteno de promover uma viso de futuro os profissionais.
proativa e posicionar a produo argentina como
uma contribuio da Amrica Latina para o Como verdadeiras plataformas de visibilidade
desenvolvimento local e regional. e dinamizao, os concursos atuam como uma
efetiva ferramenta para conseguir os resultados
Buenos Aires Ciudad de Diseo
tecnolgicas e aos riscos derivados de participar de associado aos negcios da cadeia produtiva do
uma economia global. Tambm, cobrir a escassez design.
em recursos produtivos, os custos ou compensar o
seu excedente; sejam financeiros ou de tecnologia
Diez Aos del CMD
Deste modo, Buenos Aires foi nomeada Cidade Nesta perspectiva, o Festival prope mostrar
do Design junto com Santa F (EUA), Montreal a infinidade de formas nas quais o design est
(Canad), Nagoya (Japo), Shanghai (China), presente nos mbitos mais diversos como, por
Shenzhen (China), Graz (ustria), Saint-Ettinne exemplo, no transporte urbano, na comunicao, na
(Frana), Berlim (Alemanha), Kobe (Japo), Pequim alimentao, no trabalho, na arte, nos negcios, na
(China) e Seul (Coria do Sul). cultura; e definitivamente, em nossa vida cotidiana.
A nomeao da UNESCO reconhece o investimento O CMD tem realizado trs edies desta
e a trajetria da cidade em sete eixos estratgicos: iniciativa. Entre 2006 e 2011 passaram pela
indstria do design bem estabelecida; sua programao mais de 100 mil pessoas,
- paisagem cultural marcada pelo design e a 250 Instituies internacionais e do pas, e se
arquitetura moderna (plano de ordenao do desenvolveram mais de 400 atividades, entre
territrio urbano, espaos e prdios pblicos, workshops, exposies, apresentaes de produto,
monumentos, meios de transporte, sinalizao, palestras, rodadas de negcios e concursos.
tipografia urbana, por exemplo);
- escolas de design contemporneo, centros de O Festival se constitui assim em um hub
investigao em design; que conecta os atores do sistema de design
- grupos de criadores e de designers com uma produtores, profissionais, comercializadores,
atividade continuada no plano local e/ou nacional; instituies educativas e cmaras, entre outros-
- tradio na organizao de sales, manifestaes com o pblico geral, atravs de atividades
e exposies dedicadas ao design; informativas, formativas, ldicas e participativas.
- possibilidade para os designers e urbanistas
locais de aproveitar os materiais prprios e as A misso do Festival Internacional de Design
condies e entornos urbanos/naturais; enfrentar o grande desafio de transformar
- indstrias criativas inspiradas no design, como Buenos Aires em uma ampla plataforma, na qual
a arquitetura e o design de interiores, estilismo a regio possa estabelecer vnculos com o resto
de moda e design txtil, acessrios e joalheria, do mundo atravs das diferentes disciplinas
comunicao visual, design digital e interativo, do design, de forma que se torne umaestao
design urbano, design para o desenvolvimento obrigatria do circuito internacional da vanguarda
sustentvel. e das novas tendncias.
relacionados com a gesto dos negcios, entrar neste mercado com marcas de design de
tendncias, novas tecnologias e outras temticas autor a importncia que o design de autor tem em
concernentes ao setor da moda para formar Berlim, em todas as suas reas.
PMEs criativas de design, com o objetivo de
Diez Aos del CMD
que tenham uma melhor preparao para ser Ao mesmo tempo, tanto Berlim como Buenos Aires
sustentveis no decorrer do tempo e serem so Cidades do Design nomeadas pela UNESCO, um
capazes de competir tanto no mercado local ponto em comum muito importante neste aspecto.
quanto no internacional.
- Espao Internacional de Negcios: uma srie A misso esteve composta por nove empresas,
de encontros de negcios com potenciais que tambm visitaram a feira Bread & Butter que
se realiza no mesmo momento, visto que todas Incubao e promoo do empresariado
as atividades ligadas moda na cidade de Berlim criativo
confluem na mesma semana oficial dedicada a Buscando a dinamizao de empresrios e
esta indstria. empreendedores que apostavam no design e na
criatividade como base para a conformao de
Os bons resultados obtidos na Alemanha novos negcios, o CMD foi pioneiro atravs da
impuseram a deciso de se fazer uma segunda criao de um programa de assistncia integral
aposta, agora mais dirigida pontualmente para a chamado IncuBA. Desde o incio este programa tem
feira Bread & Butter, cujo perfil foi mais alentador fomentado um constante processo de crescimento,
para as empresas. de gerao de desafios e desenvolvimento que lhe
permite adaptar-se s necessidades evolutivas dos
Colombiamoda, Medelln projetos e a suas equipes de trabalho.
Primeira participao em 2010, em formato
de stand na feira Colombiamoda. Se decidiu O objetivo principal de IncuBA apoiar o processo de
investigar as possibilidades deste mercado, j que criao e consolidao de novos projetos. Tambm se
esta feira uma das mais importantes do setor prope como um espao para favorecer o intercmbio
na Amrica Latina, e a que tem maior participao de experincias e o networking entre empreendedores
de compradores, no s da regio mas tambm e especialistas nas diferentes temticas.
internacionais.
Trata-se de um programa de incubao fsica para
Segundo um levantamento feito antes dessa projetos ou empreendimentos baseados em design,
misso, vrias empresas que tinham abordado este criatividade e inovao, com menos de 24 meses de
mercado anteriormente, em formato de desfiles existncia e que se desenvolvam dentro da cidade.
junto com outras instituies oficiais, obtiveram Esta incubao fsica tem como duplo objetivo
respostas muito positivas, pelo que se decidiu oferecer facilidades para os empreendedores
investir com uma presena mais forte, junto assim como aumentar o estabelecimento de
com a Fundao Exportar e com a exposio de empreendimentos associados ao design e s
diferentes marcas argentinas. indstrias criativas no territrio geogrfico da cidade
que compreende o Distrito do Design.
Os resultados foram muito positivos, e se decidiu
repetir a participao na feira novamente em Os projetos candidatos incubao devem ser
2011, com uma aposta ainda mais alta, com trs apresentados em uma convocatria aberta
espaos na mesma feira, para dar lugar a designs atravs de instituies patrocinadoras, que so
de autor e a marcas. encarregadas de oferecer assistncia tcnica e
monitorar a evoluo dos empreendimentos. Um
jri de expertos avalia e seleciona entre os projetos
NOVAS EMPRESAS apresentados aqueles que tm maior potencial,
viabilizando os seguintes benefcios:
Negcios criativos para a cidade - Espao para incubao fsica por um ano, com
As indstrias criativas contemplam em seu possibilidade de at uma renovao, em um
valor agregado a diversidade e a identidade ambiente de inovao e trabalho colaborativo.
cultural, e so consideradas estratgicas para - Servios de telefonia fixa, Internet sem fio,
o desenvolvimento da cidade e da regio. A segurana e limpeza.
aposta na gerao de novas empresas criativas - Assistncia tcnica e tutoria, pela entidade
e inovadoras um dos pilares do Centro patrocinadora.
Metropolitano de Design, como uma via para - Capacitao permanente e participao em
dinamizar a rede produtiva e a qualidade de vida atividades de networking com empreendedores
dos cidados. de outros programas do Ministrio de
Desenvolvimento Econmico e as entidades
A promoo de empreendedores e novos participantes.
empreendimentos tem sido abordada atravs da
convergncia de mltiplas ferramentas, orientadas O processo de candidatura e avaliao de projetos
principalmente para a assistncia tcnica e utiliza o olhar de expertos para identificar as
financeira para a gerao e crescimento de novos propostas com maior potencial. Ao mesmo tempo,
empreendimentos e empresas. a articulao do Incuba com outras entidades
patrocinadoras permite ampliar o alcance da
Este eixo de ao guiado com a inteno de: convocatria e construir vnculos mais slidos entre
contribuir para a identificao, projeo, as partes.
visibilidade e valorizao do papel central
das Indstrias Criativas no desenvolvimento Ento, a convocatria consta de cinco etapas:
econmico da Cidade de Buenos Aires; 1- Os empreendedores apresentam seus
promover o desenvolvimento da rede de micro, projetos atravs de alguma das entidades
pequenas e mdias empresas (pmes) e a patrocinadoras, que muitas vezes ajudam o
associao intersetorial atravs do incentivo a candidato a ajustar a proposta e preparar a
redes, comunidades, pools e clusters; apresentao.
fomentar a diversidade e a identidade 2- Realiza-se uma entrevista 1 a 1 com a equipe
produtivas, atravs da convivncia entre de cada um dos projetos apresentados.
expresses criativas diferenciadas, e o 3- Um comit de avaliao formado por
posicionamento local e internacional da marca empresrios e consultores experientes
Buenos Aires; em diversas reas avalia cada uma das
promover o acesso a atividades criativas, apresentaes, considerando tanto a proposta
sua produo, distribuio e consumo, com apresentada como a entrevista pessoal.
aes para o desenvolvimento do mercado e 4- Os projetos selecionados passam a uma
infraestrutura local; instncia final: o elevator pitch (uma
fortalecer a institucionalidade e a gesto apresentao do modelo de negcios em 5
pblica de indstrias criativas incorporando minutos, o tempo de uma viagem em elevador
processos de planejamento estratgico, com um potencial investidor) diante de um jri
profissionalizando o setor pblico; de especialistas.
apoiar o processo de digitalizao e a insero 5- Os projetos selecionados so comunicados
plena na sociedade do conhecimento, publicamente e convocados para iniciar o
contribuindo para a conexo do sistema processo de incubao.
educativo com o sistema produtivo para a
transferncia multilateral de experincias; Como j foi mencionado, o papel das entidades
contribuir para a internacionalizao de parceiras, chave para o desenvolvimento dos
empresas e para o posicionamento internacional encubados do programa, tanto no processo de
de Buenos Aires como cidade criativa. convocatria quanto no de assistncia. Estas
instituies esto encarregadas de:
198 - Difundir as caractersticas do programa no crescimento dos programas e aes que
Incuba nos diferentes mbitos (universitrio, procuram dinamizar o contexto empresarial da
associaes empresariais, ONGs, etc.) onde Cidade de Buenos Aires.
possam existir projetos com possibilidades de
participar no Programa. Um exemplo interessante o programa Dinmica
- Buscar e identificar projetos de novas empresas SE, criado em 2005 a partir do compromisso de
baseados no design, na criatividade e/ou inovao, diversas instituies: Universidade Nacional de
e oferecer assistncia tcnica para sua formulao. General Sarmiento, Universidade de San Andrs,
- Apoiar a gesto estratgica e o avano do negcio Universidade Tecnolgica Nacional (Faculdade
e realizar atividades em continuidade com as Regional General Pacheco) e o Centro Metropolitano
aes includas no plano de trabalho. de Design. Esta aliana buscava oferecer um
- Facilitar o contato e a interao dos mbito frtil para empreendedores, profissionais e
empreendedores com possveis fornecedores, empresrios, atravs de servios especficos:
clientes, scios e/ou investidores. - Formao de empreendedores
- Assistir os empreendedores no acesso a redes - Tutorias de acelerao de projetos
relevantes para o avano do projeto. - Redes de contato e mentoring
- Organizar atividades peridicas de networking - Assistncia financeira atravs da vinculao com
e/ou capacitao para todos os participantes investidores e entidades financeiras
do Programa.
O programa foi co-financiado pelo Fundo
Em suas oito edies, o Programa tem oferecido Multilateral de Investimentos, atravs do Banco
assistncia a mais de 140 empresas da Cidade, Interamericano de Desenvolvimento(BID) at o ano
selecionadas entre mais de 750 candidatas. de 2009, contando tambm com a contribuio
Atualmente, o CMD tem mais de 30 projetos da Corporao Buenos Aires Sul, a Ctedra Karel
incubados dentro do seu sede. Steuer de Entrepreneurship UdeSA, e o Programa
Universidades do Banco Santander Rio.
Os desafios permanentes com que se deparam
os que perseguem a ideia de empreender e levar Atravs deste programa foi possvel capacitar
adiante sua empresa, apresentam uma infinidade mais de 1.000 empreendedores e mais de 50
de perguntas e incertezas que encontram solues formadores/consultores, selecionar e financiar
no contexto de uma incubadora. por isso que, com capital mais de 150 projetos, e alcanar o
tambm desde o incio, so oferecidos cursos de reconhecimento do Governo da Cidade de Buenos
capacitao orientados para todos aqueles que Aires como entidade da rede institucional do
com uma ideia de projeto pretendiam desenvolver Programa Buenos Aires Empreende.
um empreendimento dinmico (com projeo de
crescimento em capital e recursos humanos). O Programa Buenos Aires Empreende, outro caso
em que as alianas estratgicas foram chave
O CMD organiza convocatrias para a apresentao para a gerao de novas aes, promovido
de planos de negcios, coordena e controla o pela Secretaria de Desenvolvimento Econmico
processo de avaliao e seleo dos projetos (GCABA) e tem como objetivos fomentar a criao
para desenvolver novos empreendimentos, e o desenvolvimento de novos empreendimentos
dirige as equipes de assistncia, os tutores, de caractersticas inovadoras assim como
mentores, capacitadores, investidores, entidades fortalecer e expandir a rede de entidades
financiadoras, assessorias legal e contbil, que dedicadas a apoiar o desenvolvimento de novos
so vinculadas s empresas parceiras, organiza projetos e processos produtivos, comerciais e/
atividades de sensibilizao e divulgao em outras ou de servios. Dentro deste contexto, o CMD,
instituies, constri redes interinstitucionais que como entidade especializada na temtica
do suporte aos empreendedores. empreendedora, tem como misso a difuso do
programa e a identificao de projetos inovadores e
Nestes anos tem acontecido um processo de economicamente sustentveis.
crescimento do programa, com um aumento
no nmero de projetos, uma maior diversidade Os postulados das diferentes instituies
de indstrias envolvidas, atraindo capitais, so submetidos a um processo de avaliao
investidores e clientes para nossas empresas oferecendo aos projetos selecionados uma srie
incubadas, unindo-nos em conceitos e resultados de benefcios que incluem uma Contribuio No
com a incubadora tecnolgica de Buenos Aires Reembolsvel (CNR) para apoiar a execuo das
e visando estreitar as relaes de parceria com aes includas nos planos de negcios aprovados
o Distrito Tecnolgico da zona Sul da Cidade e a assistncia tcnica oferecida pelas entidades
Autnoma de Buenos Aires. patrocinadoras. Os empreendedores tambm
passam a fazer parte da Rede de Empreendedores
Como resultado desta experincia, possvel de Buenos Aires, potencializando esses benefcios
oferecer ferramentas e oportunidades para assistir atravs da sinergia interempresarial.
projetos que se encontram em pleno crescimento.
Estas ferramentas de gesto permitem fazer do Espaos de promoo comercial
CMD um acelerador de negcios. Embora o apoio a empreendedores e empresrios
na gesto de seus negcios e organizaes seja
A conjuno do programa Incuba com as fundamental para sua insero mais adequada no
capacidades que oferece a infraestrutura do contexto econmico, uma das maiores fraquezas
CMD apresentam uma oportunidade nica para das empresas criativas tanto de produo como
a gerao de sinergias entre empreendedores, de servios - o encontro com o mercado. Seja
empresrios e profissionais. A combinao de para ingressar no mercado local ou para buscar
programas e atividades garante um volume mercado em outras localidades, o CMD est
interessante de circulao de empreendedores, comprometido em oferecer tambm um suporte
gerando um ambiente de experimentao e para a etapa de comercializao.
aprendizagem coletivo que favorece tanto os
empreendimentos individuais, quanto promove um Dentro de suas tarefas fundamentais, o CMD
clima frtil para o surgimento de novas iniciativas. acompanha as empresas e empreendimentos
produtivos e de servios que apostam no
Buenos Aires Ciudad de Diseo
entorno, estabelecendo uma clara conexo com a tal como havia sido projetado. A deciso, o projeto
estao ferroviria Hiplito Yrigoyen e a faixa do Rio e a finalizao da obra de reciclagem e adaptao
Riachuelo, nas proximidades do edifcio. do antigo Mercado do Peixe foi possvel graas
ao forte compromisso do Governo da Cidade,
Para cumprir com este conceito, se tomaram formas que atravs do investimento pblico e com uma
reconhecveis na paisagem do bairro de Barracas poltica contnua, para alm das mudanas na
gesto municipal, deu continuidade ao projeto, O apoio permanente de profissionais renomados
favorecendo o processo de posicionamento do e empresrios locais, que acompanharam e
CMD como uma referncia regional. promoveram este pessoal de caractersticas
particulares foi fundamental para o desenvolvimento
A coordenao de uma agenda de aes urbanas das aes do CMD. Solidria com estes conceitos,
no bairro de Barracas, com a participao de outras ante cada projeto, a equipe encarregada de definir
reas do Governo e de atores pblicos e privados, e distribuir as responsabilidades, as metodologias
teve como objetivo realizar um processo sinrgico de trabalho e a utilizao dos recursos disponveis.
que contribusse para a requalificao desta rea Este sistema de clulas de trabalho contribui para
da cidade com uma srie de aes orquestradas. a flexibilidade e o dinamismo na a organizao de
O sucesso desta poltica continuou, estimulando a programas e atividades.
criao do Distrito do Design.
Nesta dinmica particular importante reconhecer
A histria do CMD teve outro espao fundamental: a influncia que o design do prdio teve. A planta
El Dorrego. Este prdio de 8000 metros quadrados, aberta, os espaos de encontro e intercmbio,
localizado entre as ruas Dorrego, Zapiola, os escritrios com amplas janelas em vidro e
Concepcin Arenal e Ramn Freire, foi gerido pelo acessveis, promoveram a construo de redes
Centro de 2003 a 2007. O objetivo, neste caso, foi internas de cooperao que fortaleceram o modelo
a aproximao com o corredor comercial da zona de gesto do CMD.
de Palermo, bairro fortemente identificado com
o design, com atividades de promoo cultural e Embora em todas as organizaes as pessoas
comercial que reuniam diversos setores do design sejam chave, no caso particular do CMD os
e da produo. recursos humanos foram o verdadeiro motor por
trs de cada ao e programa em particular. Sem
O lanamento de El Dorrego foi fundamental para o cada um deles, nada do registrado neste livro teria
programa de revitalizao da rea Novo Colegiales, sido possvel.
que na atualidade o nucleo do maior cluster de
atividade audiovisual da Cidade. Foi assim que
posteriormente decidiu-se utilizar este edifcio REDE AMIGOS DO CMD
como epicentro para o Distrito Audiovisual.
Acompanhando o crescimento
O Centro Metropolitano de Design reconhecido O crescimento das atividades do CMD propiciou,
hoje em dia como a central do Distrito do Design, em 2005, a criao da Rede Amigos do CMD,
constitudo como um ponto de referncia urbano fundada por um grupo de empresrios e
e arquitetnico genuno, e como motor do profissionais e denominada Asociacin de Amigos
desenvolvimento atravs dos programas e projetos del Centro Metropolitano de Diseo de la Ciudad
que lidera, no focados apenas no design, mas de Buenos Aires (Associao de Amigos do Centro
extensivo aos diferentes setores econmicos e Metropolitano de Design da Cidade de Buenos
culturais da Cidade. Aires), com a finalidade de colaborar com a misso
e os objetivos do CMD.
As equipes de trabalho foram formadas segundo todo o mundo, com o propsito de favorecer o intercmbio de
experincias, conhecimentos e formao em estratgias empre-
1 Resoluo N 124/99 sariais e tecnologia. Trata-se, assim, de impulsionar, na escala
2 Resoluo 267/02 local, processos de capacitao que fomentem a diversidade
3 Decreto N 947/ GCABA/ 01 dos produtos culturais nos mercados locais e internacionais, a
4 Decreto Nro. 744/02 criao de emprego e desenvolvimento econmico e social.
Esta nomeao reconhecia explicitamente o empreendedores e autores como veculo de
impacto das polticas pblicas relacionadas com diferenciao.
a promoo e a difuso do design na Cidade,
servindo como um importante instrumento de Assim, comearam a se multiplicar novas lojas de
legitimao das atividades da DGD, tanto no mbito design, feiras de designers, empreendimentos
interno do GCABA como para o pblico em geral. e empresas que incorporavam designers. Este
novo cenrio e um contexto de revalorizao dos
Em 2006 a estrutura administrativa do governo foi produtos locais por parte dos consumidores,
reorganizada atravs da lei de Ministrios. Com foram a plataforma que permitiu uma rpida
a aplicao desta lei, a DGD tornou-se DGICyD implantao e reconhecimento do Centro
(Direo Geral de Indstrias Culturais e Design) e Metropolitano de Design.
passou, junto com a Subsecretaria de Indstrias
Culturais, a depender novamente do Ministrio Meu trabalho comeou com uma pequena equipe
de Produo8 (ex-Secretaria de Desenvolvimento formada pelas designers Mara Snchez e Vicky
Econmico). Esta mudana na posio relativa Salas, ambas protagonistas dos debates ocorridos
no significou apenas uma modificao no na gesto prvia minha, sobre como deveria ser
organograma, mas reconheceu de modo implcito um programa de design que assistisse s PMEs.
o design como uma ferramenta para alcanar o
desenvolvimento econmico. Ento achei um legado que mostrava duas facetas
contraditrias. Por um lado, a percepo da
Com a posse da nova equipe de governo em importncia e da necessidade de poder contar
dezembro de 2007, o Ministrio foi renomeado com polticas que promovessem a introduo das
como Ministrio de Desenvolvimento Econmico9, metodologias projetuais nas empresas, algumas
e sob a rbita da Subsecretaria de Investimentos reservas oramentrias para realizar isto e algumas
foram reunidos em uma mesma estrutura, a iniciativas orientadas a sensibilizar empresrios
Direo Geral de Indstrias Criativas (DGIC), e e a visibilizar os designers. Por outro lado, havia
diferentes programas associados com este setor. algo de cansao nos potenciais beneficirios dos
Foi assim que o CMD passou a alojar, com um programas, como resultado das dificuldades para
prdio ampliado graas obra parcial terminada concretizar e sustentar os projetos, reforado pelo
em 2007, no apenas o programa de promoo e forte repdio que grande parte da sociedade da
difuso do design, mas tambm o Observatrio de poca sentia por tudo que cheirasse a poltica e ao
Indstrias Criativas, os programas BA Set (Buenos Estado.
Aires Set de Filmagens), Opo Livros, Opo
Msica e Audiovisual. Em virtude disto, decidimos aproveitar o j
instalado: o nome, a inteno, a idia de faz-lo
A inaugurao do prdio completo, no ano 2010, em algum Mercado abandonado dos que existiam
marca um quarto momento na sua histria, na cidade, e avanar pelo caminho dos feitos
completando finalmente a infraestrutura que para deixar para trs o desnimo das promessas
permite realizar em toda sua amplitude os frustradas.
programas e projetos do CMD, agora dentro de uma
DGIC que depende diretamente do Ministrio de Ainda tenho viva a sensao que se vivia o dia
Desenvolvimento Econmico. que inauguramos O Peixinho, primeira etapa do
projeto em Barracas, 48 horas antes da renncia
No dcimo aniversrio de sua criao, o CMD de De la Ra. Um pas que se abria em um
comea uma nova etapa de crescimento e abismo incerto e ns, em uma espcie de refgio,
expanso, no apenas localmente, mas tambm inaugurando um espao para o futuro, com o
regional e globalmente. Certamente, sua trajetria design, a inovao e os novos empreendimentos
e sua proposta atual o posicionam como uma como bandeiras de nosso projeto.
instituio de referncia no pas, na Amrica Latina
e no mundo, ao mesmo tempo que se apresentam Nessa poca o CMD era um sonho, sonhado
novos desafios e oportunidades. passo a passo, e onde cada etapa e cada
programa estavam intimamente ligados ao
A Decolagem projeto e construo do prdio, um emblema de
Eu dirigi o Centro Metropolitano de Design de um ano modernidade implantado em um bairro esquecido,
antes de sua inaugurao oficial, em dezembro de que sintetizava em seu percurso a ambiciosa
2001, at o final de 2007, na atual sede onde alguma proposta: incubadoras para empresas criativas,
vez funcionou o Mercado de Peixe em Barracas. hotel de empresas constitudas, espaos para
cultivar o networking e o intercmbio, aulas/
Foram sete anos intensos, fundacionais, marcados workshops para capacitao, espaos para
pela vertigem que impregnava o instvel contexto exposies, empregos abertos e flexveis.
poltico e econmico nacional, assim como pela Definitivamente: uma grande fbrica de idias,
mar de criatividade, design e possibilidades projetos e empreendimentos que atraa por sua
empreendedoras que comeava a se viver na paixo, energia e vitalidade, e se construa dia a dia
Cidade de Buenos Aires. com a contribuio dos designers, das empresas e
dos que o geriam.
Como designer eu fazia parte de uma jovem equipe
de economistas, tecnlogos e urbanistas, liderados Nesses anos obtivemos a nomeao de Cidade
por Eduardo Hecker, que estabeleceu uma agenda do Design pela UNESCO; inauguramos a Incuba,
produtiva para a cidade onde o Estado voltava a a incubadora de empresas criativas da cidade,
desempenhar o papel central como promotor e a revista de gesto de design IF, o Instituto
articulador de instrumentos de polticas pblicas, de Investigao IMDI, as conferncias anuais,
que deram s pequenas e mdias empresas e o Festival de Design, as primeiras etapas da
aos novos empreendimentos mais e melhores obra do antigo Mercado de Peixe, os programas
ferramentas para diferenciarem-se, serem de assistncia em design para empresas, a
inovadores e competitivos em um contexto em Associao de Amigos, e um conjunto de iniciativas
que, logo aps a profunda crise de 2001, podia- que, com maior ou menor sucesso, conformaram
se vislumbrar um cenrio mais favorvel para o uma base programtica sustentvel que mais
desenvolvimento de nossa economia. adiante foi continuada e impulsionada.
O design, que durante quase duas dcadas havia Hoje o CMD tem novos desafios e projetos, mas sua
sido desacoplado dos processos de produo existncia e vigncia nos retornam os esforos que
industrial em nosso pas, produto de um curioso fizemos por ali e nos orgulham de ter feito parte de
paradoxo que combinava a queda da nossa uma experincia que, sem dvidas, deixou marcas
indstria manufatureira com o surgimento de novas inapagveis em nossas vidas.
e massivas carreiras universitrias desta disciplina,
voltando cena, principalmente pelas mos de Adrin Lebendiker
8 Decreto N350/2006 Ex-Diretor Geral de Indstrias Culturais e Design
9 Decreto N 2075/07
206 A Origem No dia 1 de julho de 2000, o Centro Metropolitano
Em 1998, quando secretrio de Promoo Social de Design foi apresentado cidade: no local
do Governo da Cidade de Buenos Aires, me foi organizada uma festa popular onde foram
encomendaram a criao e conduo de uma nova entregues os prmios do primeiro concurso
secretaria que abrangesse as reas de Indstria, de design-identidade-inovao, que a prpria
Comrcio e Trabalho. secretaria tinha lanado com uma grande
convocatria.
Dentro dos principais eixos da minha gesto
destacava-se a necessidade de criar aes que , para mim, uma enorme satisfao ver como
acrescentassem competitividade das PMEs a partir desse momento, e com uma idia que
industriais da cidade, e que sem dvida deviam inicialmente parecia pretensiosa demais, o CMD
agregar valor e melhorar os produtos que fabricavam. no parou de crescer, com a criao de novas
reas, novos projetos, incubadoras, etc.
A cidade tinha importantes indstrias vinculadas
ao design nos setores: txtil, de vesturio, Hoje uma referncia insubstituvel para
calado, couro, grfica, informtica, embalagem, as empresas interessadas no design e no
mobilirio, vidro, plstico, entre outras. Isto aprimoramento de seus produtos, para os
representava ento 74% das empresas radicadas designers que encontram no Centro um lugar
em Buenos Aires, ou 55% da mo de obra e 44 % de reunio e usina de ideias, e tambm para
do valor da produo. profissionais e empreendedores inovadores.