The Design sector in Barcelona and Catalonia

Barcelona City Council Government of Economic Promotion Catalonia www.bcn.cat/barcelonabusiness Invest in Catalonia www.22barcelona.com www.investincatalonia.com Economic Promotion is the department With headquarters in Barcelona and 35 of Barcelona City Council dedicated to overseas offices, ACC1Ó, through Invest promoting Barcelona as an attractive in Catalonia, provides advisory services place to do business and to supporting and assistance adapted to the needs companies, professionals and institu- of companies interested in setting up tions interested in setting up and doing or expanding their operations and business in the city. investments in Catalonia. 22@Barcelona is one of the city of Barcelona’s strategic projects. A space where companies and institutions from the Media, Medical Technology, ICT, Energy and Design Barcelona Chamber of sectors can interact with knowledge Commerce centres like universities and R&D centres to foster economic deve- www.cambrabcn.es lopment and innovation has been The Barcelona Chamber of Commerce created in the central neighbourhood is the institution that represents of Poblenou. companies in the city of Barcelona. Through its individualized services for companies and its actions, it promotes its member companies and business in Catalonia.

Presentation Index Barcelona and Catalonia 06 Catalonia and its capital, Barcelona, has always been a welcoming place; throughout history different peoples have passed through and almost all 10 reasons to invest 08 have established themselves here. This has made Catalonia a very welcoming, tolerant, and dynamic place which is open to all that is new. Design: a strategic sector Catalonia and Barcelona have now become one of the main economic hubs of for Barcelona and Catalonia 10 Europe. A driver of the Spanish economy, 21st century Catalonia is an innovative country with a highly-qualified labour force, an enviable geographical position 10 reasons in favour of the Design Sector (at the heart of Europe and connected to the rest of the world thanks to its for Barcelona and Catalonia 12 Mediterranean ports and its international airports) and top-notch infrastructure and facilities that draw important investments year after year. 01. Large design projects 12 It is a pleasure to present this economics dossier that shows the characteristics 02. Design associations and the concentration of creative talent 14 of one of Catalonia’s and Barcelona’s main business sectors both in terms of 03. Barcelona: model of an accessible city 16 weight in the overall economy, its importance in comparison with other 04. Design in commerce and the hotel and food services industry 18 European regions, and in terms of the importance given to it by companies, universities and centres of research working in this area: Design sector. 05. Training in design and design management 20 Thanks to the collaboration of the principal four institutions in the economy of 06. The Catalan design system 22 the city of Barcelona and of Catalonia, this dossier shows what Catalonia can 07. Barcelona: headquarters of corporate design centres 24 offer companies in its role as a cutting-edge business country in this economic sector. 08. The Barcelona Brand 26 09. Barcelona Design Innovation Cluster 28 We remain at your disposal to help you and advise you with your investment. 10. Testimonials on Barcelona and design 29 Glossary 30 04 Presentation The Design sector in Barcelona and Catalonia 05

Barcelona and Catalonia Barcelona, located in northeast Spain on the The foundation of economic growth –highly relevant in recent years– Mediterranean coast, is one of the main can be found in this metropolis with a polycentric and economically European metropolises and the centre of an diversified business structure, which fosters its role as an incubator for extensive metropolitan area with more than new ideas, companies and products. 160 municipalities, home to nearly 5 million If we look at the gross value added by sector of activity, Catalonia, inhabitants. It is the economic, cultural and regarding industry, is the autonomous community that carries the most administrative capital of Catalonia and leads the weight in Spain (24.4%) and is ranked second, for the service sector, emerging economic area of southern Europe, in the gross national value added generated (19.5% of the total). In with 17 million inhabitants and more than Catalonia, companies in industrial sectors that have a high or mid-high 800,000 companies. This Euromediterranean technology content and knowledge-based services make up 28.2% of region, which includes the Balearic Islands, the national total. Valencia, Aragon and southeast France, focuses Additionally, Catalonia’s entrepreneurial activity rate for 2008 was 7.3%, mainly on new strategic sectors that are above both the Spanish and European averages, according to the report competitive and international and is being from the Global Entrepreneurship Monitor (GEM) 2008. consolidated internationally. The Barcelona Fairgrounds, the Port, the Airport, the Zona Franca Consortium, the Barcelona Tourism Consortium and the new technological innovation districts are the main driving forces behind international economic activity in the Barcelona area. Given the importance of innovation in fostering competitiveness, productivity and internationalization of companies, the design sector is key for Barcelona and Catalonia. Barcelona and its metropolitan area are home to the most important companies and training centres in the Spanish design sector, as well as the highest concentration of design companies and professional associations in Spain. The city has become a benchmark in Spain, with aspects like the 22@Barcelona district, the top innovation and technology district, a large network of leading service companies, a deeply rooted entrepreneurial spirit and a long educational and business tradition in the design sector. Currently Catalonia and Barcelona are benchmark destinations for international companies that want to establish their design studio, students that want the best educational opportunities in the country, and professionals from all design disciplines to seek out inspiration and enjoy quality cultural diversity, inspiring architectural heritage and an ideal climate and lifestyle to develop design projects. Barcelona Catalonia Euro-Mediterranean region 06 Barcelona and Catalonia The Design sector in Barcelona and Catalonia 07

10 reasons to invest Barcelona offers a number of different elements that make it an attractive place to live, work and do business. The city today is a highly interesting location for new economic activities. Some good reasons to invest are as follows: 01 Strategic geographic location 06 Human resources prepared for the future Two hours by road from France and one of the main European cities. Gateway to Southern Europe Highly responsible; highly productive, one of the best in Europe according to the OCDE; 8 public and private and capital of the Mediterranean Union, Barcelona has a port, airport, logistics parks, international universities and prestigious business schools: ESADE, IESE, EADA, IESKA; 27 international schools; wide- fairgrounds and city centre in only a five-kilometre radius. spread use of new technology; predisposed to innovation and creativity. 02 Complete transport infrastructure 07 Excellent quality of life Two hours by road from France and just two hours flying time from most major European cities. Ranked number one in European cities for quality of life*. Stable climate, sun, beach, skiing; great cultural Gateway to Southern Europe and capital of the Mediterranean Union, Barcelona has a port, airport, activities; network of 4,500 educational institutions; modern and accessible healthcare system. Easily logistics parks, international fairgrounds and city centre in only a five-kilometre radius. accessible using public transport. A system of natural parks surrounding the city. 03 Centre of a large, dynamic and diverse economic area 08 Large-scale urban-planning projects for the future The Barcelona area has nearly 5 million inhabitants. It is the capital of Catalonia, with 7 million Transformation of 1,000 ha and 7 million m 2 of ceiling. Llobregat Area: commitment to logistics and inhabitants, and is the centre of the Mediterranean rim, an economic area with 18 million internationalization, with expansion of the port and airport; Besòs Area: urban renewal, sustainability and inhabitants. It concentrates 70% of the GDP of Catalonia and it is the sixth largest urban area in research centres; La Sagrera-Sant Andreu: arrival of the high-speed train; Poblenou-22@Barcelona: the Europe and the fifth in industrial concentration in Europe. new technology and innovation district. 04 Successful foreign investment 09 Competitive real estate market Ranked the fourth best city in Europe for business *, Barcelona accounts for approximately 20% Wide range of offices, retail spaces and industrial warehouses with excellent price/quality balance and a of all annual foreign investment in Spain. In Catalonia there are more than 3,000 foreign companies, high rate of occupation. approximately 34% of all those operating in Spain. Barcelona is also being consolidated as a centre for European headquarters of multinational companies. 10 Unique public-private cooperation 05 Renowned international position The Barcelona City Council and the Catalan Government are dedicated to companies; success of the traditional public/private collaborations has been key to Barcelona’s transformation. Barcelona is ranked highly in a number of international lists, which rate its urban infrastructure, ability to attract foreign capital, entrepreneuring spirit and quality of life highly. * According to the European Cities Monitor 2007 Research from Cushman & Wakefield. 08 10 reasons to invest The Design sector in Barcelona and Catalonia 09

Design: a strategic sector for Barcelona and Catalonia Barcelona has long been Over the past 25 years, Barcelona has positioned itself as one of the committed to design as one world design capitals. Its rise began in the 1980s. It was in this decade The objective of this document is to describe the basic current and of the 10 strategic sectors that the Barcelona design boom took place. Two different phenomena future characteristics of the design sector in Catalonia and the city that make up the city's coincided to produce this: a professional and teaching background of Barcelona by means of 10 strategic lines: and a culture of design in the city, which had been very active and portfolio, understanding now saw an opportunity for growing and expanding. Internally, the 01 Large design projects that design is the sector that adds value to the desire of the society, institutions and businesses to modernize was 02 Design associations and the concentration of creative talent very important. Furniture, graphics, leisure areas, and urban spaces Barcelona proposal and is centred the image of the new design consumption. Meanwhile, 03 Barcelona: model of an accessible city one of the key driving forces of the economy, outside, Europe and the world appeared to be discovering a country 04 Design in commerce and the hotel and food services (Catalonia) and a capital city (Barcelona) with new ideas and concepts industry knowledge and innovation. in the area of design. It was also in the 1980s that Barcelona and the main Catalan cities began to orient themselves toward the service 05 Training in design and design management Design has become one of the key elements of sector and cultural tourism began to boom. All of this has meant that, 06 The Catalan design system over recent years, Barcelona has become aware of its identity as a business strategies. Being world design capital. 07 Barcelona: headquarters of corporate design centres different, innovative and competitive in a globalized Currently, all the industries associated with the design sector are working 08 The Barcelona Brand world means applying to create a solid and cohesive system. The situation is optimistic. 09 Barcelona Design Innovation Cluster Barcelona is currently the centre of operations for designers from more design management with than 50 countries; it has big, internationally recognized professionals 10 Testimonials on Barcelona and design guarantees of success. who favour the creation of a powerful and differentiated image brand; Also, there are few places it has a knowledge industry; and training is driven by almost 50 training in the world that can boast centres and institutions such as the BCD Barcelona Design Centre, the their own distinctive design FAD and the industry's professional associations. This situation is culture. Catalonia and, strengthened by new projects to publicize and integrate the sector in especially, Barcelona are Catalan culture and business fabric, such as the Barcelona Design two of these places. Innovation Cluster (BDIC) or the future Design Hub Barcelona, the gateway to 22@Barcelona, the city’s innovation district. An important focus of foreign investment The Barcelona area is an important centre for attracting foreign investment, particularly in industry and advanced services. The following are the city's strong points: 1. Catalonia has the largest and most consolidated base of foreign companies in Spain; nearly 34% of these companies have their headquarters or main activity in Catalonia. The Barcelona area concentrates 90% of foreign companies in Catalonia. Source: “La inversió estrangera a l’àrea de Barcelona" (Foreign investment in the Barcelona area) 2. 5% of foreign companies in Barcelona carry out design activities. Catalan Investment Agency and Economic Promotion Department of Barcelona City Council (2007) 10 Design: a strategic sector for Barcelona and Catalonia The Design sector in Barcelona and Catalonia 11

10 reasons in favour of the Design sector 01 Barcelona Design Week. BCN Design Week has been organized since Large design 2006 on an annual basis by BCD Barcelona Design Centre, and has created an enriching and internationally recognized meeting point for the projects professional design world and the business world. Its objectives are to promote a wider knowledge of design and its strategic value among the different target populations, to strengthen relations between design and enterprise and to promote Barcelona as a city of creativity, design and Catalonia has used design to create an image of progress and trend-setting. knowledge. Barcelona has been the epicentre of this Mediterranean and universal design Design Hub Barcelona. Design Hub Barcelona is the umbrella that image. Furthermore, the city has been the cradle of large Catalan design encompasses the pre-existing museums – the Museum of Decorative Arts, projects and has fostered its own personality and style, which have spread the Textile and Clothing Museum, and the Graphic Arts Museum– and aims throughout Catalonia and been popularized throughout the world. to observe the past and present of the design world in order to drive research and promote activity in this field. The new museum will be one The city is currently facing new challenges to achieve a central position in design in the of the main driving forces behind design culture in Barcelona, and an coming years. Events such as the BCN Design Week and projects such as the future Design important showcase for Catalan design from recent years. Museum and the Barcelona Design Innovation Cluster guarantee the hegemonic continuity Barcelona Design Innovation Cluster. This initiative follows the cluster of design in the culture and as a strategic element in the business fabric of Catalonia. model used by the city in 22@Barcelona, facilitates the strategic concentration of the industry's main economic, institutional, teaching and 1992 Olympic Games. The phenomenon of the Olympic Barcelona goes innovation stakeholders in the sector with the aim of strengthening beyond 1992.The olympic games acted as a milestone that captivated Barcelona’s leadership in the design field. energies which, in the areas of design and architecture, were very active (for more information, see page 28). in preparing the city's candidacy in the 1980s, during the Barcelona design boom. Design Springs. The "Primaveres del Disseny" (Design Springs) events are biennial events that were held between 1991 and 2001 and fed and grew the native design culture and publicized it among the population through their activities, which involved the participation of the cultural subsystem, part of the sector and city institutions. The Springs constituted a central element of design and propitiated a renovation of ideas, as well as facilitating the incorporation of new generations of design professionals. Year of Design. The "Any del Disseny" (Year of Design), celebrated in 2003, on the occasion of the centenary of the creation of the FAD (Promotion of Art and Design), became an expanded version of the Design Springs with widespread media coverage and promotional resources; it brought the value of design closer to society and proclaimed the term "design" as an element of cultural, social and economic progress. 12 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 13

02 Design associations and the concentration of creative talent Catalonia has a long tradition of associations, which manifests itself in the over one thousand associations from many different sectors. In particular, the design sector includes nearly a dozen entities that represent the interests of the profession and which have been decisive in the growth of design in Catalan society and culture. In recent years, Barcelona has become one of the favourite basis for architects, designers, photographers, illustrators and creative professionals from all over the world. All these professionals, together with the ones who have always lived in the city, are currently one of the biggest international talent banks. One of the reasons for this continuous concentration of talent is the support and representation in society provided by the sector's different professional associations. The association that brings together most of the In Catalonia, the design sector includes nearly subsectors within design is the FAD, which currently a dozen entities that represent the interests has more than 1,200 members. A FAD (art and of the profession and which have been crafts) has 139 members; ADG FAD (graphic design decisive in the growth of design in Catalan and visual communication) has 524 members; ADI society and culture. FAD (industrial design) has 240 members; ARQ-IN FAD (architecture and interior design) has 281 members; and Moda FAD (image and fashion) has 56 members. Other associations include the ADP (Association of Professional Designers) with 118 members, the Catalan Professional Association of Decorators and Interior Designers (CODIC) with nearly 300 members, and the Catalan Professional Association of Graphic Designers with 535 members. Of note are Terminal B, a virtual database of talent in Barcelona, the BCD online directory of professionals and the directories of the different associations and professional organizations mentioned above. Another initiative that favours encouraging and developing talent is the FAD Incubator, a platform designed to promote creators who are starting out as professionals in the area of design and which provides research grants in the area of design aimed at young creators. 14 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 15

03 Barcelona: model of an accessible city Barcelona is a city conceived from the principle of "Design for All". This has allowed it to become one of the most accessible cities in the world for all The figures of an accessible people in all their diversity, i.e., respecting the gender, culture, skills, age Barcelona and language of everyone. A paradigmatic city that has served as a model • The Barcelona City Council is working to install for other Catalan capitals and a benchmark for European cities, which are new traffic lights throughout the city. All of advancing in the pedestrian-oriented design of their historic centres, the these new lights have acoustic signals for the construction of safer and healthier cities and the provision of services blind. Installation is scheduled to be completed closer to their citizens. by June 2011, at which time all traffic lights in the city will be accessible. Although it was certainly not called that, "Design for All" in Barcelona began in the middle • Public transport in the city aims to cover the ages. Even then, the city was being designed with thought to improving cleanliness, safety travel needs of all residents. Therefore, all TMB and communication. This tendency to design for people has continued throughout the entire mobile units are accessible (approximately 1,000 history of the city and has been extended in recent years to situate Barcelona as one of units). 89.6% of the bus lines are totally the model cities in terms of accessibility and adaptation of design to the needs of the citizen. accessible, taking into account that companies What defines a well designed city? The ability (of the city itself) to adapt to the needs of other than TMB also run busses in the city. all, while respecting the rights of others. Needs such as the ability to move comfortably • Barcelona has made a commitment to and safely through the city, on foot or by public transport, having services close at hand, eliminating barriers in municipal buildings. 224 ensuring that services and the environment are comprehensible and functional for everyone buildings have already been adapted and 151 and, above all, ensuring that use of the city is an enriching experience. are semi-accessible (the disabled can access them with help). • The city currently has ten integrated and accessible play areas for children, one in each of the municipal districts. • Barcelona has three accessible beaches (Barceloneta, Nova Icària and the Forum bathing area) with elements such as ramps to access the water, amphibious chairs, adapted changing rooms, parking spaces for people with disabilities, and special support services for people with disabilities. Barcelona has reached high levels of excellence in the design of the city and its model has been "An ordered design" exported widely to other cities. Now, the challenge consists in continuing to innovate in the same line, The Design for All Foundation defines the design of Barcelona as an "ordered design". while contributing design solutions to new areas, This is the result of factors such as the fact that the street furniture is aligned, green as is happening with waste collection, the spaces and facilities are distributed in the territory so that they can be reached on foot adaptation of metro stations and bus stops, and and there are streets exclusively for vehicles such as bicycles, whereas others are sports activities for people with disabilities in a strictly for pedestrians. Furthermore, one of the key points in the design of Barcelona number of facilities around the city through the is having managed to combine respect for diversity, hygiene, safety and functionality “Barrier free sports” program. with aesthetics. All these aspects make living in Barcelona a pleasant experience. 16 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 17

04 Design in commerce and the hotel and food services industry Urban commerce is the commerce model of Catalonia and Barcelona. One of the distinctive characteristics of many Catalan stores is the design component. It is an element which, as well as giving an avant-garde image, turns businesses and stores into convivial spaces and frameworks for relationships, as well as establishing them as references for consumerism. Design and Commerce Every year, 1500 traders modernize their establishments in Catalonia, and 68% of Catalan businesses consider design to be an important factor in generating new ideas. This is a symptom of the fact that design is gaining weight in the retail sector and is becoming established as a winning strategy for reaching new consumer profiles and providing better products and services. Specialists in interior design and design of commercial establishments agree that any place in Barcelona is suitable for a commercial establishment with a strong design component. Nevertheless, there are specific arteries in Barcelona that concentrate more of the unique stores, such as the Born, Raval, and Gràcia neighbourhoods. The Raval neighbourhood, at the heart Innovation in catering of the city, is an important centre of establishments with a design component and of innovative hostelry businesses. The Born neighbourhood The culinary offer of Catalonia is one of the is one of the areas with most art and fashion establishments and stylish economic activities that has experienced most establishments; its streets are home to fashion and accessory shops, design growth in recent years. The establishments not studios, art galleries, hotels and restaurants. Two of the most important only concern themselves with quality and commercial arteries of the city, Passeig de Gràcia and Rambla de Catalunya, originality in their kitchens, but also seek spaces offer an interesting mix of art, culture, history and commerce. Some of where design and architecture make eating a the most prestigious international fashion names are to be found there pleasant activity in all senses. Following are and from these arteries have arisen some of the biggest commercial ideas some of the best-known examples: El Bulli and projects with greatest repercussion in the city, such as the Vinçon store. and Ferran Adrià, who uses design and experimentation to research pure flavours and impossible preparations. His collection of The new hoteliers products, "Faces", has been developed by different prestige designers. Grupo Tragaluz, The rise of tourism has propitiated creation of singular hotels which, with a dozen premises in Barcelona and one in thanks to design and new and innovative concepts, attract new clients Calella de Palafrugell, has a marked who are keen to enjoy their stay as yet another experience. In a sector Mediterranean and cosmopolitan personality that contributes 14% of native wealth, creating new business concepts and is characterized by the interior design of is an obligation. Creativity, design, wellness, and gastronomy are some its premises and its corporate image. Finally, of the most commonly used terms by the new hoteliers when creating Oriol Balaguer, with his Barcelona store, which, exclusive hotels with the added value contributed by design and as well as a chocolate and pastry studio, is a architecture. Following are some notable examples: the Mandarin Oriental centre for developing new products and recipes Hotel, Omm Hotel, Axel Hotel, Casa Camper Hotel in Barcelona, Hotel with an avant-garde presentation. Me and the Les Cols Hotel in Olot (Girona). 18 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 19

05 Training in design and design management Particularly thanks to the Foreign students see Catalonia as the ideal place to portfolio of Barcelona, study this discipline, thanks to the variety of training There are currently almost 50 training centres in Catalonia enjoys an options and the inspiring culture of the country. Barcelona, teaching design to more than 6000 excellent reputation in students per year, according to the Catalan In Catalonia and Barcelona, there is a tradition of Autonomous Government. They include the Europe in design training. design teaching that is well consolidated and following: integrated in the local environment. The fact that many centres are the result of civil initiatives also Bau School of Design distinguishes it from teaching programs in the rest LAI School of Design of Spain. Eina School of Art and Design Elisava School of Design The distinction of studying in Barcelona: "I studied in Barcelona" ESADE Chair of Design Management Barcelona is internationally well-positioned, above big European capitals with a similar Vic School of Art and Design tradition, such as Milan and Paris, and very close behind London. This reputation Massana School means that studying in Barcelona is a distinctive characteristic on the CV of future Llotja School of Design professionals. ESDI School of Design IED Istituto Europeo di Design IDEP Institute of Design and School of Image University of Girona University of Barcelona Technical University of Catalonia 20 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 21

06 The Catalan design system The Catalan design system is essentially made up of the agents who ADP - Association of Professional Designers. Association that operate in the design sector, which consists of the supply and defends the professional interests of the sector. demand of design services and the professional relations established between them, and is supported by a group of entities BCD - Barcelona Design Centre. Foundation dedicated to dedicated to promoting, publicizing and producing training and promoting design in enterprise. research in design. BEDA - The Bureau of European Design Association. European body that defends the value of design at European-Community These entities together form the cultural subsystem within the overall level. design system. The close links between this subsystem and the design supply agents form the design community in Catalonia. ‘CODIG' - Catalan Professional Association of Graphic Designers. The attached drawing suggests an ordered reading of the Catalan design Professional association. system. The triangular distribution makes it possible to situate the agents of the cultural subsystem according to their proximity to the demand, DfA - Design for All Foundation. Institution dedicated to research the supply, or research and the creation of the design culture. on and promotion of design for all. DfW - Design for the World. NGO for design projects. ED’s. Design schools with their own qualifications, and associated with whom the Autonomous University of Barcelona (UAB), Ramon Catalan design system Llull University (URL), Pompeu Fabra University (UPF) and the (cultural subsystem agent in relation to the sector) (1) University of Girona (UdG). Demand Supply EDFP. Vocational-training design schools. (companies) Red Sidi APD CODIG EDIT. Publishers of books and journals aimed at disseminating the EDFP Cambra BCD knowledge and information generated by the world of design. Beda FAD FAD Promotion of Art and Design. Association of associations Fira DfW for promoting design in the world of culture. DfA XCT MD Edit MD. Museum of Design - Design Hub Barcelona. Copca CIDEM XIT UAB URL RED - Network of Design Companies. Association of companies ED’s UPF UdG for promoting and consolidating the design market. GC XCR UB U Universities UPC SIDI - International Selection of Equipment Design for Habitat. Ajt.B URL Association of companies for promoting and consolidating the design market. Culture (1) disseny_Cat: elements for a design policy in Catalonia. U. Universities with their own qualifications in design studies: Calvera, Anna i Monguet, Josep M. Barcelona: CIDEM, 2007. Technical University of Catalonia (UPC) and University of Barcelona (UB). 22 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 23

07 Barcelona: headquarters of corporate design centres Barcelona has a consolidated business fabric based on small and medium enterprises (SMEs); there are more than half a million SMEs in Catalonia, representing 99.7% of all businesses and Barcelona is home to 77% of all the SMEs in Catalonia. This business fabric is forging ahead with the Catalan design system. In terms of both the traditional industrial sectors and the services and emerging sectors, the business fabric shows a potential for growth and innovation through design. Sectors such as furniture, lighting, packaging, textiles, and the automotive industry are some of the examples. Four examples of “Corporate Design Centre” Roca, a company founded in 1917, Alstom Transport set up its HP has based its World Division Volvo has had its design centre has pioneered the creation of a "Design and Styling" centre in of Design of Products for the in Barcelona since 2000. It has a specialized design department for Santa Perpètua de Mogoda Graphic Arts Business in Sant team of 10 people. developing all kinds of bathroom (Barcelona) in 2007. Its role is to Cugat del Vallès since 2003. Volvo has design studios in products. work on interior-design projects Barcelona is characterized by an Sweden and California and for the entire group, developing Roca design is based on open and cosmopolitan decided to establish one in products in conjunction with its experience and innovation: the environment that provides southern Europe, with the aim technical experts. experience of a world leader in continuous exposure to the of penetrating the small-car bathroom fittings and innovation Barcelona has a large latest trends in art, design, culture that is so strongly understood as something more infrastructure ready to thought, society, etc. The city rooted here. We chose than just colours and forms. The encourage design in all its has a strongly humanistic Barcelona because the city incorporation of new young forms: model making, character linked to its combines the most traditional designers of different nationalities engineering, design consultancy, Mediterranean cultural tradition and artistic design with and with different specialities into R&D centres, universities, and and provides a quality of life another, more dynamic and the Barcelona Innovation Lab, and wide experience in the fields of that is difficult to find in other experimental, vision. Here, we their work in coordination with all colours and textures. European cities. can work with a small company the teams from the different and be more productive than David Cuttcliffe, Jordi Morillo, countries where Roca is Director of the Alstom Transport design Head of industrial design, Large Format the central studio in Göteborg, established facilitates the studio in Catalonia Printing, HP and closer to the ideas and development of new products needs of the end user. and technologies to meet new David Ancona, social challenges and the new Director of design of Volvo Strategic needs of the customer. Design Barcelona Josep Congost, Design Manager, Roca 24 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 25

08 The Barcelona Brand Barcelona can compete with other European capitals such as Berlin, London, Milan, and Amsterdam. The design provided in Barcelona has a characteristic. This has been possible thanks to the convergence of different factors that have managed to build a value brand, the "Designed in Barcelona" stamp, recognized and coveted by both local and international products. The values of the "Designed in Barcelona" brand are: Tradition: Gaudí, Dalí, Miró, Tàpies, Picasso… Graphic and visual creation has been an inherent element to Catalonia since the Modernism period. The work of immortal and legendary artists such as these continues to be valid and exemplifies the great tradition of the community as a creative place. Culture: there are two design cultures in Catalonia. The very traditional culture of design as a cultural and artistic discipline, which was founded in the 1980s, and the modern and functional culture that understands design as a strategic tool in business and as a business opportunity. Creativity and inspiration: Barcelona is the source of stimuli for a creator. This includes the urban design, the architecture, the commerce, the bilingual situation, but also the system of activities, daily life, popular culture and leisure facilities. Furthermore the city now has many foreign students and this makes it particularly comfortable for new arrivals. Architecture: the perfect distribution and design of the Eixample area, the Collserola tower, the Agbar tower, the Palau Sant Jordi, the Forum building, and the constant presence of Gaudí in the Sagrada Família, the Parc Güell, etc. On the city streets, façades from the Modernism period coexist with new architecture, creating an urban landscape that unites tradition and modernity. Designers: the large network of design professionals from all disciplines who are based in Barcelona makes the city a worldwide reference capital for this discipline. Barcelona is currently the place of residence and centre of operations for designers from more than 55 countries. Knowledge and experience: the training and professional tradition of Barcelona makes the city a hotbed of ideas and somewhere you can always learn. The city is committed to the knowledge economy, with initiatives such as 22@Barcelona. Innovation: design applied to people's requirements, design that is responsible and respects the environment, design applied to the competitive requirements of enterprise. These are the principal routes of innovation of design in Barcelona, reaching its highest expression at 22@Barcelona. Momentum: Now is a good time in Barcelona. The eclectic nature of the ideas that move the city is ideal for developing new paths in the creation and conceptualization of design projects. 26 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 27

09 Barcelona Design Innovation Cluster 10 Testimonials on Barcelona and design Barcelona has been committed to the cluster model for some time as a way to strengthen its strategic sectors – like design – with the aim of making the city one of the main innovation and knowledge-economy platforms in the world. The Barcelona Design Innovation Cluster (BDIC), a project of excellence and innovation with international projection, Barcelona has an open and dynamic mentality. It stands out in the is a clear example of this dedication. minds of people all over the world as a place of great cultural richness, which is exciting and contemporary. The Barcelona City Council currently promotes a number of strategic Michael Thompson sectors that follow the cluster model driven by 22@Barcelona: Design, President of BEDA, The Bureau of European Design Associations (2007-2009) Media, ICT (Information and Communication Technology), Medical Barcelona is a city where social innovation, which is much more Technology, Energy and Mobility, logistics and aerospace, among others. valuable than purely technological innovation, is very strong. This model facilitates growth and synergies among the city’s economic Bill Sermon stakeholders while, at the same time, increasing productivity and capacity Vice president for design of Nokia Multimedia for innovation and internationalisation. Likewise, it also creates the Fresh, iconoclastic, rebellious, ironic, human, of sophisticated necessary conditions to welcome companies and innovative talent from simplicity, surprising... These are some of the attributes that define around the world, while fostering the creation of a professional the "Designed in Barcelona" stamp. I think it has a lot to do with community with links to the global network. what the city itself has tried to be for more than a century. To do this, the design sector counts, since 2009, with the Barcelona Design Jordi Morillo Head of industrial design, Large Format Printing, HP Innovation Cluster (BDIC), an initiative promoted by the BCD Barcelona Design Centre and 22@Barcelona that brings together innovative companies Every time I visit Barcelona, I'm impressed by it. It has a marvellous that can provide or need design services, support organizations, and public mix of creativity, seriousness, enchantment, intelligence, beauty, bodies, in order to increase competitiveness in sectors where design is a modernity and classicism. But it is also a real and highly inclusive strategic element and can facilitate innovation. city, where the elderly are also respected and have their space. The mission of this cluster is to position Barcelona, and by extension Catalonia, Barcelona seems to combine most of the good things of the city as a hub of excellence on an international level in innovation through design. while being able to eliminate the bad things. It has the liberal and In order to achieve this, four initial strategic areas have been established village-like air of Amsterdam, the grandeur and elegance of Paris, (d-Health, City, Integral Concepts and Transport Experiences) which will be and the creativity and eccentricity of London. It gives the impression subjected to detailed strategic analysis to create an action plan with the of having a convincing and conclusive decision-making process in aim of improving competitiveness of companies and economic, institutional, urban development and planning, which is never excessive as in educational and innovation stakeholders in the sector. Shanghai or Dubai. It has a sort of ancient sovereign beauty, like that of the difference banks Stockholm, but is, at the same time, decidedly contemporary. And, above all, the people of Barcelona are pleasant, hospitable and affectionate people. Peter Kersten Ambassador of BNO Association of Dutch Designers “Barcelona is a living city. There is constant debate and everyone there has something to say. In this way, I think Barcelona is a very rich city because it has no barriers and enjoys great diversity and plurality. I prefer to be here, enjoying Barcelona, than working in my London office for 30 years.” Norman Foster Architect 28 10 reasons in favour of the Design sector The Design sector in Barcelona and Catalonia 29

Glossary Entities associated with Design for All Foundation IED Istituto Europeo di Design State bodies design www.designforall.org www.ied.es DDI State Company for the A FAD Association of Artists and Promotion of Art and Design FAD LAI, School of Design Development of Design and Innovation Artisans www.fadweb.org www.laiedu.org www.ddi.es www.a-fad.org RED Spanish Association of Design University of Barcelona (UB) – Federation of Spanish Bodies for the Interdisciplinary Association of Spatial Companies Faculty of Arts Promotion of Design Design ARQ-IN FAD www.red-aede.es www.ub.edu/bellesarts www.federaciondiseno.net www.arquinfad.org SIDI Salón Internacional de Diseño, SL University of Girona (UG) – Ministry of Industry, Tourism and Association of Art Directors and Graphic www.sidi.es Polytechnic School Commerce Designers ADG FAD www.udg.edu/cid/gedidp www.mityc.es www.adg-fad.org Technical University of Catalonia (UPC) Association of Industrial Designers ADI www.disseny-upc.net Educational centres FAD www.adifad.org Bau School of Design Business organizations www.baued.es Association of Professional Designers Barcelona Chamber of Commerce Local and regional bodies www.cambrabcn.es ADP Eina School of Art and Design www.adp-barcelona.com www.eina.edu 22@Barcelona www.22barcelona.com Image and Fashion Association MODA Elisava School of Design FAD www.elisava.es ACC1Ó www.modafad.org www.acc10.cat ESADE Chair of Design Management Association of Goldsmiths and esade.edu/research/designmanagement Barcelona Activa Silversmiths ORFEBRES FAD www.barcelonactiva.cat Vic School of Art and Design www.orfebresfad.org Barcelona Cultural Institute – www.eartvic.net BCD, Barcelona Design Centre Barcelona City Council Editors Massana School www.bcn.cat/cultura Barcelona City Council - Economic Promotion www.bcd.es www.escolamassana.es 22@Barcelona BEDA The Bureau of European Economic Promotion – ACC1Ó. Government of Catalonia Llotja School of Design Barcelona City Council Designers' Associations Barcelona Chamber of Commerce www.llotja.es www.bcn.cat/barcelonabusiness www.beda.org With the collaboration of: ESDI, School of Design Invest in Catalonia Catalan Professional Association of BCD Barcelona Design Centre www.esdi.es www.investincatalonia.com Decorators and Interior Designers Design www.codic.org IDEP Institute of Design and School of Glòria Escoruela - g.grafic Image Catalan Professional Association of www.idep.es Graphic Designers www.dissenygrafic.org Printed in China Barcelona, June 2010 30 Glossary The Design sector in Barcelona and Catalonia 31

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The Design sector in Barcelona and Catalonia

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