Thought up in Barcelona 1

Innovation in products and services

Among all possible cities, there is a Barcelona that creates, a Barcelona that breaks
new ground, a Barcelona that turns innovative ideas into realities, a Barcelona that
conceives products and services that captivate the world, a Barcelona that is, in a
word, innovative.
A Barcelona that surprises Barcelonans themselves, as they discover, as will those
who have a glance at this book, that right in their hometown there are people
creating the car of the future, carpets that practically fly, dolls in the image of our
friends, lights that illuminate major airports and landmark buildings, perfume-fla-
voured sweets and rapid medical diagnoses for patients in Sweden and England.
These are just a few examples that demonstrate how Barcelona is able to reinvent
itself and evolve from a traditional industrial city to a city of new skills, one that cre-
ates, invents and brings the world new products, new solutions, new processes that,
when all is said and done, make our lives better and easier. This is the raison d’être
of modern design: imagination at the service of people, of which Barcelona is an
outstanding proponent.
The people of Barcelona have always been inquisitive, open, creative and enterpris-
ing, willing to take risks and aware of events the world over. These qualities fostered
by the city are the essential ingredients for success in our times. And they are, let
us not fool ourselves, the qualities that fuel the economic growth – wealth – of cities
competing in a global world; a wealth without which the city could not achieve its
goals in terms of social cohesion, coexistence and integration of all the flows, tan-
gible and intangible, that converge upon it.
Taken all together, these things, big and small, conceived in the Barcelona of today,
and presented in this book, provide us with an overview of what we need to meet
the challenges of the knowledge society. Still, we are aware that such creative
endeavours depend on our having the best infrastructures, being in touch with the
world, opening windows and our minds, assuming risks, creating and attracting
talent and, in short, keeping our nose to the grindstone: for, as Picasso (who got an
education in Barcelona, among avant-gardes and dreams of Paris) said: Inspiration
exists, but it has to find you working.
Jordi Hereu Mayor of Barcelona

Thought up in Barcelona is knowledge and city. It is ideas rendered reality in the
form of product, service or process, designed locally and often found globally.
It is applied innovation with the Barcelona stamp. An entire catalogue of goods
and services that show that Barcelona is also on the map of innovation for its
ideas. An innovative spirit that we must promote and make known in the world,
but also among ourselves cast light on its value in making our city more economi-
cally dynamic, in creating more and better jobs, in building our future.
In an ever more globalized world where sameness seems the rule, we often ask
ourselves what differentiates people and territories. And in the 21st century,
beyond culture, geography, climate or character, innovation emerges as differ-
entiating value; for, to differentiate, you must innovate.
In this context, just as companies compete, so do territories, and thus we must
bolster the value of localness, its certificate of origin, its stamp, as a means of
identification and as a mark of quality, benefiting the local economy and enrich-
ing us in myriad ways.
Competitive businesses make competitive territories, but it is innovative people
that make businesses competitive. Innovative and enterprising people with ideas
which they put into practice successfully. And Barcelona has its fair share of
outstanding innovative and enterprising people. This book contains a selection
of this innovation with the Barcelona stamp, in the form of ideas, goods and ser-
vices, all of them coming form businesses that operate, and above all think, cast-
ing an eye round the world from our city.
There are products from a whole range of sectors, from design to legal services,
some higher profile than others, from businesses big and small. Some products
are new; they simply never existed before. In others the innovation lies in the
production or marketing of something that was already available. All these inno-
vations, however, share one thing: they have broken new ground in their markets
and achieved the recognition of the sector, often at the global level.
Thought up in Barcelona, in the form of a wide-ranging sampler, seeks to high-
light these initiatives, to familiarize the city with its innovative side, and to make
it grow.
Go on, keep on innovating, Barcelona…
Maravillas Rojo Councillor for Employment and Innovation and President of Barcelona Activa

Innovation means making new products and offe-
ring new services, or adding new value to existing
ones. That is how we will see it in the pages that
follow. Innovation is the final link in the chain of
research and development. It is also reinventing
things, looking at them from a different angle or,
simply, with a creative spirit endeavouring to arrive
at fresh ways to satisfy old and new needs.
We understand innovation in a broad sense, in a
sense that embraces different sectors of industry
and trade. Sometimes it is a system of management;
other times the design of an object; in some cases
the innovation does not lie in the product itself, but
in the way the latter is marketed.
The purpose of this book is to offer a sample, and
hence an incomplete record, of the sort of innova-
tion we can find today in the city of Barcelona and
its metropolitan area.

In these times of globalization, of work in large
multidisciplinary teams, of hybrids, of multicultu-
rality it might seem bold to focus on a specific point
on the map, a theme such as innovation. Around the
world, products and services are becoming more and
more similar: fruit of a variety of inputs, they emerge
from networks branching out to the four corners
of the globe. This, which is already quite evident in
science, is beginning to happen in other sectors too.

Furthermore, we now see cool hunters hanging out
on the sidewalk cafés of el Born, looking around,
observing, and sending off photos of our youth in
flip-flops and customized jackets. The colours of the
city are the subject of discussion at design forums.
The ‘silver’ city inspires all, including, for example:
Volvo’s designers; a small, dynamic ‘concept lab’
belonging to the Danish firm Lego; or the omnipre-
sent Yahoo. The metropolitan area’s urban deve-
lopment model is worthy of the consideration of a
Harvard dean , while architects of international
renown feel their curricula remain incomplete so
long as they have not added a building of their own
to the city’s landmarks. Barcelona must have some
attraction if talent from abroad chooses this city as
a place to carry out projects that are in their very
essence bold. The city and its surroundings provide
a welcoming, productive and inspiring environment.
At once, the cultural and social dynamics of all
Barcelonans are empowering tools for creativity.
—Pez de Plata. Ciutat / Creació / Color. 006. BMW Initiative Award for Innovation.
—ROWE, Peter G.: Building Barcelona. A second renaixença. 006. Ed. Barcelona Regional / ACTAR.

In this book we find large infrastructures of support
for innovation, little plant pots of sweet tokens
which provide a new model of test of ‘commitment’,
dolls made in the image of the customer, ‘accessible
lawyers’ operating at street level, fashion from the
young international catwalks, complex software
systems, a ‘glamorous’ top-selling lunch bag, etc...
All of them have emerged from Barcelona; they have
been ‘conceived’ here. From our point of view each
innovation is as important as the next; for us the
important thing is that you appreciate them when
you see them all together, for one thing we like is a
good ‘mezclum’.
Intentionally, what we show in this book are the
‘products’, understanding the latter in the broad
sense of the word. But we cannot forget the vast
importance of the people involved, both the ‘crea-
tors’ and their customers. They are the ones who
‘live’ and ‘make’ the atmosphere of the city.

One of the conclusions that we can derive from this
brief study is, at the very least, that the tertiary
sector is crucial to the future of the city. In an era
marked by strategic delocalization, with free global
movement of capital, the people of Barcelona will
have to find a way to offer new service products,
new ways of offering existing products, and innova-
tion in the world of ideas.
As an asset, talent now far out ranks industrial
land or labour. We must know how to identify
talent, keep what is home-grown and attract what
we need from elsewhere. Henceforth, ‘value’ will be
found in the intangible, and together we must join
forces to avoid missing the boat.

20 Simplex System azúamoliné + Industrias Cosmic
24 Medical Telediagnosis Telemedicine Clinic
28 Le Cool Magazine René Löngren + Vasava
32 La Caixeta CaboSanRoque
36 The hydrogen-powered bus Transports Metropolitans de Barcelona
40 Wilico B-100 FuturLink
42 Maxima Speed INDO
46 Winter collection Custo Barcelona
52 Aquiles Gutmar / Promaut / UPC
54 Sweets-on-a-stick Escribà
60 Concept Lab LEGO®
68 Nomad Sennse Consultants + Valira
72 A Totes Hores A Totes Hores
74 GADU System Clavegueram de Barcelona S.A.
78 Chic Basic Born H. Bertrand / A. Montesinos + Equip XCL
82 Speak and Play with the Three Babies
Cromosoma / Televisió de Catalunya

84 Modular Naguisa Bench Escofet 1886 + Toyo Ito Associates
88 Radiofrequency Monitoring System + MapEM WaveControl
90 One Digital Legends
94 Mare Nostrum Barcelona Supercomputing Center
100 Lolitas Maria del Mar González
104 Yahoo! Research Barcelona Yahoo!
110 Flying Carpet Emiliana Design + nanimarquina
114 Lo más Legal Lo más Legal
116 The Pau Claris housing building Pich-Aguilera arquitectes
120 Sweet Innovation Papa Bubble
124 Ona/Tower Node + Envac
126 Skirt Txell Miras
130 Versatility Concept Car Volvo
134 K-Sample Sales Kinetical
136 Centre for Genomic Regulation CRG
140 The illumination of the Torre Agbar Light Led
146 El Bulli Workshop El Bulli

A complete washbasin set
designed for versatility
with a minimum
of materials
SIMPLEx SYSTEM
bathroom set including
washbasin,
stool and mirror

20 Design

Thought up by Produced by

azúamoliné Industrias Cosmic
www.azuamoline.com www.icosmic.com

Simple, multifunctional bathroom fittings is what marks
this collection. The main unit is a rotational moulded
polypropylene washbasin that can be used just about
anywhere: in addition to the bathroom, laundry rooms,
garages, storage rooms, gardens and other spaces. The
only requirement is a hosepipe fitting. That’s its virtue:
easy installation and maximum versatility.
The full set also includes a mirror and a space-saving
stool that doubles as a storage container and can be used
in the bathroom, the bedroom, playroom – wherever. More
than any purely formal aspect, the common thread in this
bathroom fitting set is versatility.

The most versatile collection
Versatility is the word to describe the Simplex system.
Thanks to modern, innovative rotational moulding tech-
nology, the Simplex elements are rounded, simple and
attractive with all the hard-wearing qualities of plastic.
The washbasin incorporates a concealed water intake,
drainage system and wall mounts, and works with either
a hose support or taps. It is portable and easy to clean,
and in both the washbasin and the stool the tough mate-
rials and absence of sharp edges make them appropriate
for situations in which safety and durability are priorities.
Indeed, due to its peculiar features, the Simplex system
has been used in several international humanitarian aid
campaigns, which shows that it has a role in the world
beyond that of a mere consumer product.

You only need a space
fitted with a hose pipe.
And that’s its virtue:
easy installation and
maximum versatility

Azúamoliné, an innovative and prestigious team
The Simplex system was designed by Martín Ruiz de Azúa
(City of Barcelona Prize 2000) and Gerard Moliné (ADI-FAD
Medal 2002).
These two outstanding designers explain their philosophy
as follows: “Together we do experimental and conceptual
design which serves us in our more commercial work; for
us, innovation is the key, and innovation does not usually
arise from form but from new features. We enjoy reflect-
ing on everyday situations in which there is something
missing, a problem or an opportunity for improvement.
Objects are often the motor of relations between people,
and a well-designed product generates positive behaviour
patterns. We like to think that the user shares our ideas
and that, in the end, it is also the user who lends meaning
to our work.”

Thanks to modern, innovative
rotational moulding technology,
the Simplex elements are
rounded, simple and attractive
with all the hard-wearing
qualities of plastic

Diagnosis
online
MEDICAL TELEDIAGNOSIS
or how to offer a remote clinical
diagnosis service

24 Medicine

The new technologies are constantly offer- Telemedicine Clinic, with headquarters in
ing new possibilities. Communication and the Barcelona. But the most interesting part is
idea of in situ presence are changing radically that the services are for public hospitals in
in our times. And if that is so, it is thanks to England, Norway and Sweden (evidently,
the drive, genius and wisdom of innovators the company is working to expand to other
like David Bäckström, founder of Telemedi- countries), and offer simultaneous diagnosis
cine Clinic. by specialist doctors from seven European
Bäckström is a Swedish economist who spot- Union countries. With the Telemedicine Clinic
ted the need and the possibility of setting up system, direct contact with the patient is no
a distance service in clinical radiology diag- longer necessary. Who says distance is a
nosis. And with that goal, in 2002 he founded problem?

Thought up by

Telemedicine Clinic
www.telemedicineclinic.com

Thanks to this First European centre
Telemedicine Clinic is the first telemedicine
telediagnosis service, centre in Europe. It provides not only high
Barcelona offsets quality diagnostic services, training and sup-
port to public healthcare providers across
the shortage of doctors the European Union, but also research and
in Northern Europe development for employment of telemedi-
cine-based solutions. Telemedicine Clinic
was set up to meet the increasing demand for
medical expertise in many European regions
where a scarcity of medical specialists has

caused problems in the delivery of healthcare
services. As such, this covers all long term
needs for specialized demands and the best
medical resource distribution destined for the
healthcare sector.

Distance diagnosis: the innovation factor
and competitiveness
Undoubtedly, the key to success here is hav-
ing a distance diagnosis service which relies
on the top specialists wherever they may be
found. As David Bäckström, the company’s
managing director, explains “when Telemedi-
cine Clinic started, in England there was a
serious public health problem due to the wait-
ing lists, above all in cases of highly special-
ized diagnoses for which the public university
hospitals have few resources.”
In order to redress this problem, Bäckström
thought that, exploiting the possibilities of
telecommunications, Barcelona would be an
excellent base from which to offer a distance
diagnosis service with high added value.
Today, Telemedicine Clinic is the leader in its
sector and offers complete, immediate diagno-
sis by the top specialists. It is simply a matter
of sending the images from the hospital where
the patient is and where the radiography was
taken to the Telemedicine diagnosis centre in
Barcelona. Evidently, this instantaneous trans-
fer of information is possible thanks to the new
communication technologies (in this case, the
images are sent across a secure VON solu-
tion). In the next step, the specialist doctors
(located in Barcelona or elsewhere) interpret
the images and, then, send the information to
the doctor who is personally responsible for
the patient, so that the illness can be dealt
with quickly and with the best possible care.

Diagnostic services
Telemedicine Clinic provides specialized
radiological diagnostic services by means of
telemedicine. At present, it is the largest tele-
medicine and magnetic resonance diagnosis
centre in the European Union, with 55 special-
ists in seven European countries.
And when we speak of diagnosis with high
added valued, we are referring to the fact that
the diagnostic services include double read-
ing of all the material, second opinion and
support in the implantation of new diagnostic
methodologies.
In radiology, Telemedicine Clinic offers ser-
vices in Magnetic Resonance Imaging (MRI),
Computed Tomography (CT) and conventional
radiology.

Telemedicine Clinic
provides not only distance
diagnosis services, but it
seeks to establish a more
efficient way of employing
and allocating medical
resources

Essential cultural
agenda,
on your computer
LE COOL MAGAzINE
Barcelona’s
what’s-on review

28 Communication

Barcelona net surfers enjoy a weekly cultural
and entertainment agenda sent out via e-mail
every Thursday. But if Le Cool was going to be
the trendiest and coolest guide in the city, it
was also going to need an identity very much
of its own.
To this end, René Löngren, founder and direc-
tor of the magazine, turned to the creative
team at Vasava to give his publication the right
look in accord with his goals.
As they tell it at Vasava: “Löngren was quite
certain about what he wanted. He gave us an
idea of what he was looking for and we came
up with the concept of how Le Cool should
look. Barcelona, a city with a full cultural and
entertainment calendar every week of the
year, needed an electronic magazine like this.

Thought up by Designed by

René Löngren Vasava
www.lecool.com www.vasava.es

The first issue of Le Cool was published
in Barcelona in February, 2003, and
since then they’ve launched editions for
Madrid, Lisbon, Amsterdam and Istanbul

Le Cool’s design With these premises, the creative process
was similar to the other information architec-
is contemporary, ture projects we develop at the studio. We
functional and started by stipulating the amounts of informa-
tion, text and visual, then we decided on the
uncluttered, with tool and the technologies with which to con-
enough good taste to struct the magazine and finally we resolved
the formal aspect.”
stand out among the
dozens of emails that Clean info

pour into average inbox Le Cool Magazine is a what’s-on e-magazine,
with an ever positive and evocative attitude,
on any given day giving readers information and recommenda-
tions about activities and events in the city:
art, fashion, cinema, concerts, DJ sessions.
It is also an intelligent guide to bars, restau-
rants, shops and other experiences that are
worth your while.
Le Cool also is a free subscription info trawl-
ing service, bringing home every seven days
the pick of what you won’t want to miss the
next week.
Le Cool’s design is contemporary, functional
and uncluttered, with enough good taste to
stand out among the dozens of emails that
pour into average inbox on any given day.

But the most outstanding thing about Le Cool Vasava
is the quality of the information it supplies, Vasava is a communication studio founded
and the fact that it is unsullied by commercial in Barcelona in 1997. The staff is made up of
interests. 15 young people from a range of professional
The first issue of Le Cool was published in backgrounds with the ability to develop differ-
Barcelona in February, 2003, and since then ent projects for different supports. Their latest
they have launched editions for Madrid, Lis- project is Vallery (www.vallery.es), the Vasava
bon, Amsterdam and Istanbul. They have also gallery- shop offering their peculiar view of
published a book: Le Cool Changed My Life the latest international trends in design, illus-
– A Weird And Wonderful Guide To Barcelona, tration and the new graphic formats: a space
which took the printed guide market by storm where you can see an exhibition, purchase a
in 2004. book or walk away wearing an exclusive piece
of clothing.

Original soundtracks
for home movies
LA CAIxETA
a giant music box
filled with surprises

La Caixeta is the latest show new show loaded with poetry,
by a rather unique band in which, once again, stan-
called CaboSanRoque. And dard instruments share the
if we say unique it is because stage with musical automa-
32 Music CaboSanRoque is more than tons that beggar belief. All
a band. Rather, we might call this to create the soundtrack
them an orchestra, given the for a series of amateur f ilms
array of over 40 instruments from the 1970s, rescued, of
and musically-inclined ‘toys’ course, from the rubbish bin,
(in the broadest sense of the where they were about to be
word), and most homemade condemned to oblivion.
from all sorts of recycled In this show, CaboSanRoque
materials and objects found place four of their charac-
on the street. ters/musicians (Roger Aixut,
Ramon Garriga, Josep Seguí
Imagination and poetry… and Laia Torrents) inside a
With their characteristic 27-cubic-metre metal struc-
imaginative spirit, CaboSan- ture, in which cinema, music,
Roque have come up with a automatons and musicians in

The musicians and handypersons
of CaboSanRoque have built a
giant box into which they venture,
switching on and off their
homemade musical automatons

Thought up and produced by

CaboSanRoque
www.cabosanroque.com

In La Caixeta, CaboSanRoque
take their innovative ability
for combining music and
recycling a step further.
Now they add in home movies
abandoned to fate

action put us through a whole
array of sensations.
In La Caixeta, this indefinable
ensemble arm themselves
with their recycled instru-
ments to offer us a play-
ful combination of music
and images, musicians and
automatons, randomness and
intentionality, divergences
and synchronism; in short, a
show full of visual poetry that,
in the meantime, reminds us
that anything can be useful
and even beautiful.
The musicians and handyper-
sons of CaboSanRoque have
built a giant box into which
they venture, switching on their fate. In pursuing their microcosm. And all that, of
and off their homemade musi- ends, they have created an course, without forgetting the
cal automatons while playing entire microcosm self-con- role of the musician-manipu-
their own instruments, either tained in a cubic space where lators; for the most astound-
standard or invented, in order anything can happen. ing part of the show is to see
to weave an original, poetic The idea is quite simple: Roger Aixut, Ramon Garriga,
soundtrack. perform, live on stage, the Josep Seguí and Laia Torrents
soundtrack for a series of scrambling about to order to
A brave new microcosm… films found on the street. stop and start of the automa-
La Caixeta moves us because The execution is nothing tons in time to squeeze a few
CaboSanRoque show their short of astounding. From notes out of whatever instru-
ability to take their innovative a xylophone-playing teddy ment their have in their hands
concept of music combined bear to a little electric train at the time.
with recycling to another that activates a series of per- In basic terms, La Caixeta by
level. This new production cussive devices, to a pair of CaboSanRoque is a box filled
also demonstrates their abil- toy cars racing round a tiny with surprises, genius and
ity to lend new meaning to a track strumming out chords imagination, with a result
mixed bag of home movies on a guitar, CaboSanRoque that is, as one critic put it,
someone had abandoned to soon ensnare us in their cubic “hypnotic”.

Cell-powered
Bus
THE HYDROGEN-POWERED BUS
the cleanest way
to get around the city
by public transport

36 Transportation

Barcelona is a pioneer in the The CUTE project
development of ecological public This European Union project seeks
transport, with buses that run on to promote the use of hydrogen
hydrogen cells and, even more sig- cells as a form of clean energy for
nificantly, the start-up of the first public transport. Thus, Barcelona
solar-powered hydrogen production has become a leader in the develop-
plant. ment of an innovative, ecological
Since 2003, Barcelona has been and sustainable technology. And
committed to sustainability in it is so in both the use of hydrogen
public transport, including a pilot vehicles – an advanced technology
programme with hydrogen-pow- which may prove to be the eco-
ered buses, as part of the project logical alternative that ensures the
Clean Urban Transport for Europe sustainability of urban passenger
(CUTE). transport – and infrastructure, in
the form of a new fuelling station.

Implemented by

Transports Metropolitans de Barcelona
www.tmb.net

The vehicles run on compressed hydrogen stored
in tanks in the roof. The buses are quiet-running,
emission-free and thus promise an environmentally-
friendly future for public transport

With the Metropolitan Transport of A sustainable hydrogen plant
Barcelona (TMB) as the operator, BP Barcelona, however, is a step ahead
as fuel supplier, and Mercedes Benz of its sister cities in the project
supplying the vehicles, Barcelona is with a new, state-of-the-art hydro-
at the forefront in the development gen station.
of hydrogen-powered buses. The station was built by the energy
company BP at the TMB bus facili-
Specifications of the buses ties in Zona Franca, and is designed
The vehicles, built by Mercedes to produce and store the gas as well
Benz, run on compressed hydrogen as refuel the buses.
stored in tanks in the roof. The Covering an area of 1,100m 2, this is
buses are quiet-running, emission- the first plant in Europe to use solar
free and thus promise an environ- energy to produce hydrogen, and it
mentally-friendly future for public is the distinguishing mark of the
transport. They have a total length project in Barcelona: a totally eco-
of 12 metres and a low platform. logical and sustainable project in its
On a single fuelling, they can cover use of a renewable energy source to
a distance of 200 to 250km, with produce the hydrogen necessary to
a maximum speed of 80km/hour. carry out the pilot programme.
They have a capacity for 70 pas-
sengers.
The model shares all the advanced
access features of the latest genera-
tion of city buses in Barcelona, with
space reserved for people in wheel-
chairs and a platform at the middle
door operated by the driver upon
user’s request to facilitate boarding
for people with reduced mobility.

Hydrogen just might become the alternative
energy par excellence in the 21st century,
given that the supply is limitless and the
emissions absolutely innocuous

The plant in Zona Franca
is the first in Europe to use solar
energy to produce hydrogen

Sunlight Solar panels

Water Oxygen

Electrolysis plant
Hydrogen tanks
Hydrogen

Hydrogen cell

Only water
vapour
emissions

Hydrogen Hydrogen dispenser
container

Electrons

Protons

Electric motor

A new channel for multimedia
communication
WILICO B-100
wireless access point

How would you like to arrive in a An innovative concept
city you’ve never visited before in communications
and, by means of a discrete but FuturLink is a Catalan company
powerful device, download an entire founded in 2003 with the mission to
travel guide on to your mobile phone develop and innovate products and
or PDA? And how about going to the applications which interact with
supermarket and having at your mobile phones in proximity, using
fingertips complete information short-range wireless technologies
about any product that strikes your like Bluetooth, Wi-Fi, RFID or UWB.
fancy? Or, perhaps, if you are a FuturLink now has customers round
40 Telecommunications car dealer you would like prospec- the world, thanks to a range of
tive buyers to be able to have the products that includes the Wilico
specifications for the latest model terminal, which is subject to con-
in their pocket? stant upgrading and updating, as
These are some of the possibilities is the entire software platform
offered by the Wilico B-100; these necessary for realizing its commu-
and many others, because indeed nication capabilities. Wilico access
developers are only starting to points are used in implementing
explore the possibilities of Blue- new proximity marketing strategies
tooth-based proximity marketing, through mobile phones with Blue-
and FuturLink has positioned itself tooth, and they incorporate Fenix
at the forefront of such efforts. Wi-Fi gateways to offer secure
FuturLink, a hi-tech company and Internet access services, in both
leader in the development of mobile public and private spaces, when
phone interactive products and PDA, laptop or smartphone users
applications, came up with the are within the area of mobility.
idea, and now manufactures and And while the true novelty is the
distributes the Wilico B-100. The communication concept made pos-
B-100 is completely new informa- sible by the Wilico B-100 access
tion access point which enables point, which is wholly produced by
businesses and public institutions Futurlink, no less important is the
to interact with their customers realization and constant updat-
and service-users on site. ing of the application platform: in
Spotting an opportunity for the other words, the development of
future of communications, the the software to enable advanced
FuturLink’s founding quartet dynamic management and remote
— David Masó, Josep Manel Gil, updating of the multimedia content
Josep Cedó and Marc Dalmau — have of the access point by means of an
developed an innovative product Ethernet connection.
that has made their company a
leader in the sector.
FuturLink
www.futurlink.com

The technology, for
receiving and sharing
information via Bluetooth
links, opens new
possibilities in mobile
phone communication
and marketing

Technology and
design to create
differentiating
features
MAxIMA SPEED
the fastest edger
on the global market

42 Optics

Maxima Speed is considered the fastest edger
on the world market, and is the top-of-the-
range automatic edger from the optics maker
INDO.
Maxima Speed combines exclusive design
with high performance, which for INDO has
been the key to penetrating market segments
which demand productivity and high efficiency
from equipment. The quality of the system
earned it a nomination for the Award of Excel-
lence from the Optical Laboratory Association
of the United States as the best edger of 2001,
a nomination which was repeated in 2002.
Moreover, despite being an industrial product,
not a single detail of its appearance has been
left to chance. Design makes the difference.
For Santiago Albert, director of RD for
INDO’s industrial products division, Maxima
Speed is proof that technical differentiation
without strong visual identification won’t do in


INDO
www.indo.es

Maxima Speed is the result of a clearly
structured RDI programme, to which
we should add now ‘D’ for design

the market. And, in the case of Maxima Speed,
the visual identification is the result of the
INDO concept, in which design has three basic
functions: a practical function, related to use;
an aesthetic function, and a symbolic function.
These functions make INDO stand out from its
competitors and have won the appreciation of
opticians.

A product for professionals
The main advantages of the system are speed
at which it executes edging tasks, which
means optimization of the work cycles and
reduced down time.
Maxima Speed is aimed at professionals
with a heavy work flow, and incorporates
five edging programmes and two grooving
programmes, plus a polisher and a beveller.
One of the main features of the machine is its
adjustable operating pressure and automatic
clamping pressure, using a sensor attached to
the lens support.

Design as a difference
In Maxima Speed, INDO has not only come up
with an excellent edger in terms of its techni-
cal qualities, but one which stands out on the
market thanks to its distinguished design. It
has all the qualities of a hi-tech product, at the
same time as it lends itself to a strong interre-
lation with the user and the public.

At INDO, the main
innovation has been
to incorporate design
throughout all phases of
RD and in the search for
new products

Quality is not a differ-
entiating factor: it
is a requirement.
Technological differ-
entiation is essential, but
not sufficient in itself.
The answer, innovation,
lies in design

Since the 1980s, the INDO’s industrial prod-
ucts division has sought to set itself apart
from its competitors with innovative design
and lots of personality. Each advance on the
technological level is matched with an image
that gives the product an added edge. Maxima
Speed is the prime example of this. INDO sees
design as an integral part of the development
process for new products.

INDO, technology, innovation and design
since 1937
INDO was founded in Seville in 1937. Two
years later, the company moved to Barcelona,
where they started manufacturing their own
products: optical lens and glasses. From the
outset, the company pursued its own ambi-
tious policy of technological and scientific
development, and in the 1940s opened 40
outlets in Seville, Barcelona, Madrid and
Valencia.

The art of mix
WINTER COLLECTION
designed to fend off the cold
without sacrificing
the company’s hallmark style

46 Fashion

With each new collection, Custo Barce-
lona, best known for its kaleidoscopic
print shirts, breaks new ground with
fresh mixes of textures, volumes, sizes,
fabrics and prints, all in an expanding
range of clothes.
Indeed, at Custo it’s been some time since
the shirt evolved from a simple support
for the entertainment of the in-house
graphics team into a broad spectrum of
cuts and patterns. Without sacrificing
the unique Custo style, the new winter
shirt collection abounds in long sleeves
and box necks, but the most original
models boast puffs on the back, “bat”
sleeves, bell cuts, lantern sleeves and
tunic forms. Featuring superimposition,
we find halter tops, short sleeves, mini-
dresses, tops gathered beneath the bust,


Custo Barcelona
www.custo-barcelona.com

At Custo it’s been a while
since the shirt evolved from
a simple support for the
entertainment of the in-house
graphics team to a broad
range of cuts and prints
short boleros, blouse skirts and 1980s T-
shirts with Japanese sleeves. Custo’s
innovative bent, then, is reflected in
the mission to continue evolving its
products.
Jerseys and jackets, too, exhibit a pano-
ply of volumes conjured out of elastic
waists and sleeves gathered at the cuff.
In some cases, the pieces are short-
ened to lend them a certain retro air; in
others, they are lengthened, as in the
kimono cardigan and knitted tunics. In a
collection strong on diversity and sheer
numbers of different models, we find all
manner of knit jerseys and jackets, as
well as a huge variety of trims, finishes
and wools. Nor is there any shortage of
jeans or short skirts, or the now classic
biker jacket (with modified proportions),
a broad range of unmistakably Custo
dresses, as well as men’s wear.

The centrepiece: Coats
But if there is one thing in this collec-
tion that stands out for originality and
distinction, it’s the coats, the prime
novelty of the season. The people from
Custo admit they’ve never put so much
energy into coats, and the result is an
entire range from loose overcoat-types

reminiscent of the early-20th-century chi-
noisseries, to intricately detailed ‘poor-
boy’ tweeds, sailor coats, three-quarter
jackets with fur neck and cuffs, bomber
jackets, silk-and-faux-leather anoraks,
and a notable presence of a particular way
of dealing with “double face”: jacquards
– wool or silk shells lined with colourful
acrylic plush.

Working together to innovate
In the confection of this symbiosis,
Custo Barcelona worked with one of the top
acrylic plush makers in the world. Redion-
gots, coats with a Siberian air and old-
style belted long coats exploit the latest
textile technology for all its aesthetic
and functional worth.
Eye-catching too are the metallic fin-
ishes, especially interesting when
applied to knits with the ‘foil’ tech-
nique, a heat treatment by which wool is
coated with shiny metallic dye.
And speaking of innovation, it’s also
worth noting the incipient appearance of
print patches on some of the denim pieces,
something which signals a whole new ter-
ritory for a fashion house that makes
an art of the mix. And not to forget, of
course, the prints, which on this occasion
range from Hindu mythology to Manga com-
ics, psychedelia, Japanese flowers, num-
bers and letters, and cybernetic effects,
among other motifs.

Custo Barcelona, in the vanguard of fashion
Brothers Custodio and David Dalmau
founded their first fashion design com-
pany in the early 1980s. It wasn’t long
before they had established a name clearly
identifiable with an original and inno-

vative style of their own. The profes-
sional experience they acquired during
that phase, in matters of design as well
as manufacturing and management, proved
invaluable in preparing them for the
adventure they embarked on in 1996 with
the creation of Custo Barcelona. After
making their debut in the US, they soon
carved out a considerable stake of their
own in that country’s star system.
Custo Barcelona clothes sell in shops all
over the globe and grace each season of
New York Fashion Week. From the outset,
the firm has always focused much of its
energy on a quest for new graphic effects
and fabric printing technologies in the
continual pursuit of ways to break new
ground in clothing.

In the confection of this
symbiosis, Custo Barcelona
has worked with one of
the top acrylic plush makers
in the world

From the outset, the firm has always focused much
of its energy on a quest for new graphic effects and
fabric printing technologies in the continual pursuit
of ways to break new ground in clothing

A device to deal with danger
from a distance
Aquiles
a new portable robot, deactivates explosives
and has industrial uses

52 Engineering


Gutmar / Promaut / UPC
www.gutmar.com www.promaut.com www.upc.es

In a joint project, Gutmar, a RD efforts
company specialized in hi-tech The Aquiles is the result not only
mechanization and assembly of of the collaboration between busi-
components and subsets, and Pro- ness and academia, but its study
maut, expert in electronic design and design became possible after
and fabrication, have developed and a major effort in RDI. Indeed,
built a new robot called Aquiles. the Aquiles is in itself a research
The idea emerged after the 2004 and development project aimed at
Madrid train bombings, when it was acquiring new knowledge and at
became apparent that there was no the development of a functional
robot on the market able to deac- prototype, which, in turn, has been
tivate explosives in tight spaces, successfully employed to justify
such as the aisle of an aeroplane, the efforts put into RDI.
underground train or bus. The Starting with the experience
Aquiles has multiple functions and gained by security forces in the
applications such as, for example, improvement and maintenance of
in negotiations in kidnappings, explosives deactivation robots, the
inspection of heavily polluted sites Aquiles demonstrates the techni-
or the detection and deactivation cal, industrial and commercial
of mines in potentially mined fields. viability of a versatile robotic
platform which, adapted to on-site
A uniquely versatile robot needs and situations, serves as a
The main aim of the Aquiles project foundation for the development of
was the research and development world-class robotic technology.
of a new type of robot: versatile On the basis of an open, modular
and modular, manually transport- architecture, conceived of to have
able, for use in high-risk missions the capacity to incorporate new
which require a high level of reli- technologies and market solutions,
ability, robustness and security. in the areas of mechanics, elec-
The Aquiles offers solutions tronics and communications, the
adapted to the needs and to the Aquiles can serve as a mobile base
fields of work of security forces, platform for the industrial devel-
the military and specialized indus- opment of mobile robotic solutions
trial units employed in complex as well as other more specific
operations, such as: gathering evi- solutions in the areas of security,
dence for subsequent evaluation, vigilance and manipulation in a
inspecting of tunnels and water military or civilian context.
mains and sewers, vigilance of NBC
(nuclear, biological and chemical)
sites, or defusing bombs.

The Aquiles has multiple
applications, given that its basic
conception lies in versatility,
transportability and flexibility
thanks to the adaptation of several
manipulating arms

Sweet
flowers
in a pot!
sweets-on-A-stick
a pot planted
with edible flowers

54 Feed

Thought up by

Escribà
www.escriba.es

It is not exactly a plant or a sweets, and certainly a way of holding the most mouth-
bouquet of flowers, nor is it making a stellar impression watering gifts we might wish
a cake or a box of sweets. But and offer that token of appre- to share. In addition, while the
has a bit of all of those things! ciation which, besides, you can ‘container’ is standardized in
It’s a surprise that is sure to share right then and there. a few pot sizes, we can choose
light up the smile of whoever The brochette, basically a the ‘content’ to suit our fancy,
is waiting for us to show up. sweet-on-a-stick, and one of in other words, to the taste of
A pot of Escribà’s sweet bro- Escribà’s wittiest products, the person who is to receive
chettes is gift of (depending is rendered anew with this the gift. For, beyond the
on how you look at it) edible presentation in a plant pot, incredibly colourful and tasty
flowers or very ornamental a most original support for collection of brochettes on

Christian likes nothing more than to spread smiles
and joy: that’s his motto, and based on that premise
he gives free rein to his artistic talents in order
to come up with the most mind-boggling creations

the menu designed by Chris- spreading smiles… But beyond the personal
tian Escribà, undoubtedly, if Above all, Christian likes to whims and desires of each
you have a different idea for spread smiles and joy: that is customer, at the Escribà cake
what to ‘plant’ in the pot, here his motto, and based on that shop the brains are always
they will make it a reality. premise he gives free rein to hard at work to think up
From original mint leaves, to his artistic talents in order to simple, original tokens for us
diminutive versions of classic come up with the most mind- to make a good impression
pieces of patisserie, to avant- boggling creations. Without and spread a bit of smiles
garde forms of sweets in a doubt, his cakes and sweets and joy ourselves. And that is
thousand colours, Escribà’s are among the most extraor- precisely the point about the
brochettes are, in themselves, dinary and imaginative in the plant pots with sweets-on-a-
true works of art. world. stick.

With vocation and imagination, Christian Escribà has
followed in the steps of his father, Antoni Escribà,
known wide and far as the wizard of chocolate-
making, and whom he has now surpassed in the
personalization of all his cakes and confectionary

If you have a different idea for what to ‘plant’
in the pot, here they will make it a reality.
That is Escribà’s speciality: make a reality of
the cake each customer wants

A Mediterranean touch
for a company
devoted to kids
concept lab leGo® Barcelona

60

Barcelona is home to Concept Lab, an overseas satellite of the concept
development department of the Danish toymaker LEGO®. The department, which
operates on the basis of in-house networking and direct contact with children,
is the breeding ground for the company’s particular innovation processes
and new products, as LEGO® seeks to remain faithful to its founding values of
constructiveness while satisfying the changing tastes of kids round the world.
As part of the firm’s global strategy, Barcelona has become one of the key pieces
in its mission to spot new trends and new opportunities for innovation.

Thought up by

LEGo®
www.lego.com

In recent years the toy sector has undergone profound and radical change. The
new technologies have has a huge impact on the sector and even for the young-
est children it is not hard to find as favoured playthings such hi-tech products as
videogame consoles and MP3 players. In toys today, tradition faces direct com-
petition from hi-tech.
Given the circumstances, those box loads of toy cars, dolls, coloured fishes and
the like passed down from parents to offspring, are in grave danger of extinc-
tion, even if only slowly. Moreover, there are other factors operating in the mar-
ket which make even more difficult the road to success for a new toy. From the
unpredictable, rapidly changing character of consumers, to the delocalization
of manufacturing in countries with cheap labour, the market has suffered a sea
change in recent years.
The LEGO ® people had a good idea of the dangers and pitfalls which lay ahead
as the company entered the 21st century. And the management saw clearly that
the solution lay in a commitment to innovation throughout the company: from the
business model to the product, including communications and the all processes
that go into the cycle of development and production. A large part of this com-
mitment involves the development of new concepts in toys, necessarily leading to
the design of new toys. And in this progression of accumulating innovation, local
input takes on a role of vast importance. This is where Barcelona comes in.

A familiar and educational toy
The fact that children can try out different combinations with the same pieces
stimulates their imagination and helps them to create a world of their own. This,
without doubt, is one of the keys to the success of LEGO ® and, at once, one of the
principles that has guided the firm practically since its founding.
Currently, LEGO ® is owned by the founder’s grandson Kjeld Kirk Christiansen
and continues to base its business on the classic building bricks which have
retained their popularity generation after generation. This continuity, along with

the incorporation of different processes of innovation, has enabled the firm to
add new concepts and parallel technologies into its toys without straying from
the company original concept. As part of the processes of adapting and updat-
ing LEGO ® toys to different sectors and markets, the company has developed a
series of different lines of toys to suit children of different age groups, the result
being the categories Baby, Quatro, Duplo, System and Technic. Then there are
even newer products, such as Mindstorms (robot-building sets) or Bionicle
(construction of action figures), both of which are good examples of the capacity
which this group has shown for adapting to changing times.

the child is the star
But the appearance of new products like Mindstorms or the Bionicle collection
is no accident; rather it is the successful outcome of a comprehensive innovation
process based on day-to-day in-depth, creative research. The Danish group has
always maintained within its structure a line of research which seeks, above all,
direct contact and experience with the final consumer: the child. And it pursues
this through working (or playing) with children from the world over and, for the
past two years, with the children of Barcelona. The choice of Barcelona was not
by chance. The city holds out new perspectives and brings in a particular Medi-
terranean vision. The Danish firm chose the city for its growing reputation as a
city of design and as a place of particular interest for its dynamic, cosmopolitan
and open character.
With a workforce of some 4,500 people round the world, LEGO ® does most of
its manufacturing at its home factory in Denmark, with facilities in other coun-
tries and external suppliers accounting for the rest. The final decorating and
packaging of the finished product is done mostly in the US and Denmark. But
this production network and the manufacturing of new products depends on
a previous process of conceptualization, research, development and innova-
tion. And here is where one of the group’s strong points lies. Both the concept

and the development of the product are done by the department of Global
Innovation Marketing (GIM), made up of a creative team of 150 designers of
18 different nationalities. GIM, which is responsible for opening up new paths
and perspectives in research, has its headquarters at the firm’s main facility
in Billund, Denmark. But offshoots of this department, the Concept Labs, are
scattered round the world in the form of satellite laboratories, one of which is
located in Barcelona.
As Marta Tantos, Design Manager at the LEGO ® Concept Lab in Barcelona,
explains, “we are the ones who detect current needs in order to visualize them as
the future needs of our main consumer: children. Our mission is to innovate in
order to create new play experiences without straying from the basic principles
of LEGO ®.”
The Barcelona Concept Lab belongs to a network which also includes other
major cities round the world, like Los Angeles, Tokyo and Munich, as well as Bil-
lund. These satellite groups are comprised of teams of two to four people who, at
the same time, work with local networks of freelance collaborators and design-
ers, experts and schools, yet always in contact with the rest of the members of
Concept Lab. In the end, “what the Danish firm seeks is to keep the creative force
alive in order to reinvent itself on a daily basis according to the input in the form
of local trends and cultural inspirations”. Thus the process is based on local expe-
rience but nonetheless obtains results to satisfy the tastes of a global market.
Barcelona, then, has established itself for LEGO ® too as place of special interest
in the world. And this is due, as Marta Tantos tells us, to “its emerging character
as an ideal city in the task of detecting new trends”.

The Barcelona Concept Lab belongs to a network which
also includes other major cities round the world, like
Los Angeles, Tokyo and Munich, as well as Billund

experience and networking
LEGO ® is, in reality, more than a product, an entire experience. Marta Tan-
tos describes it as follows: “One of the big advantages that LEGO ® has is the
strength of the name. It is known all over the world, for both the logo and the
brick, and that is certainly so because, on the one hand, it was the first toymaker
with a construction system using bricks, but, more so, because the experience of
playing with LEGO ® is so creative, genuine and high-quality that it sticks in the
memory in everyone who uses it.”
In pursuing this objective, two main points define the processes of innovation at
the Danish toymaker. On the one hand, the effective networking among the dif-
ferent components that make up GIM and Concept Lab, and, on the other, the
contact and the experience with kids. The Danish group firmly believes that you
cannot innovate in toys if you do not have input from the main user as a key factor
in generating new ideas which can lead to new products.
Concept Lab must be able to synthesize the abstract and move “from inspiration to
systematic study” and, thus, the input from children will in the end be very impor-
tant. “In order to create toys you have to know children,” Marta Tantos explains.
“You have to share children’s experiences throughout their development; you have
to know how children grow up and, so any research process must be focused on
the final consumer and on what methods we can use to get to know that person,
as well as knowing the types of situations in which they might find themselves, how
society is changing and how those changes might affect him or her.”

Barcelona holds out new perspectives and brings in
a particular Mediterranean vision. The Danish firm
chose the city for its growing reputation as a city of
design and as a place of particular interest for its
dynamic, cosmopolitan and open character

tools of innovation
Working within the framework dictated by GIM, the Concept Lab satellites take
an active role in the product concept and development phases. Basically, their
job is to discover new trends and to understand the motivations behind the play
experience. Systemization and creativity can coexist in a successful innovation
process.
Which is why at LEGO ® they work with methods that lay the foundations for
direct experience with the final consumer and with the retailers; methods such
as direct observation and participation in the experience of purchasing and
playing, sessions with children, interviews with parents and salespeople, tests
of new concepts or the observation of the environment, displaying or the access
and appearance of packaging. Thus, the role of Concept Lab is to provide a first
foundation in the development of the product. Innovation, in any case, is not an
isolated action; rather it is the product of a continuum over time. Which is why
of equal important are the research tools used to identify local trends, as well as
the capacity for networking in order that such trends can be assumed within the
company’s overall strategy. Thus, the professionals at Concept Lab have to be
strong on integration, flexibility, networking and, above all, passion for continu-
ous creativity and contact with children.
In short, in this globalized world LEGO ® not only provides the tools for play, but
also to create one’s own toys, and even to share them. In short, LEGO ® innovates
as it fosters innovation among others... with Barcelona as one of its key players.

The Danish group firmly believes that you cannot
innovate in toys if you do not have input from the
main user as a key factor in generating new ideas
which can lead to new products

Invent a new product
to reinvent
a company’s future
nomAd
a bag for carrying
a picnic lunch discreetly
and in style

68 Design

The strength of Nomad is that there was
no product like it on the market


Sennse Consultants Valira
www.sennse.com www.valira.com

Sennse Consultants oversaw order to discover unsatisfied whatever eatery that happens
and carried out the innovation needs, the basis for creating to closest at hand. In this
process which enabled the added value. case, the classic lunch box or
Valira company to launch on the range of plastic contain-
the market Nomad, a highly nomad, an innovative ers to be had on the market
successful product thanks to solution for bringing your has always been the best way
which the firm has been able lunch from home to store food and tote it to
to survive the heavy competi- Every day more and more peo- and fro. But… where do we
tion from China. The secret: ple eat lunch out, with neither leave the lunch box? How do
focus innovation on people in the time nor the desire to go we carry it without having to

Valira saw that the launch
of its new product on the
market resulted in a 4%
increase in its total sales

resort to some old carrier bag successful new product.
we find round the kitchen? But it is not that easy: as
To solve this problem, Valira, Gregor Gimmy, managing
a Catalan company which partner at innovation experts
makes household goods, Sennse Consultants, says
with the inestimable aid of “innovation does not begin
Sennse Consultants through- with brainstorming for ideas
out the innovation process, for new products; it begins
has brought out Nomad, with research into consumer
an elegant, functional bag needs and into the company’s
made out of quality, hi-tech capabilities.”
materials, for carrying food And this is the case of the
prepared at home discreetly Nomad bag. A client, Valira,
and in style. The Nomad bag turned to Sennse Consultants
is specially designed to hold because it saw that the sales cial resources, productive
two 100% air-tight plastic of its plastic containers were resources, etc.) and research
containers, a piece of fruit dropping due to the competi- into technologies, led to the
or other dessert, serviette tion from China. Hence, they discovery, evaluation and exe-
and cutlery. Inside, the bag is were prepared to embark on cution of new market oppor-
lined with hygienic, metallic a process of innovation which tunities, as well as what new
insulating fabric. would enable them to take features to offer in the prod-
a whole new angle on the uct. This does not mean cre-
But, how does the creation market and discover how they ating a new need, but rather
of a new product come could offer consumers new discovering a latent need, one
about? added values. which consumers do not know
Following the launch of this At this point, Sennse Con- they have.
new product on the market, sultants began their par- It is at this stage that it
Valira saw their total sales ticular research process, becomes apparent that,
rise by 4%, a rate significantly which, based on studies of rather than in improving the
above what would be generally user experience, analysis of technology of the containers,
considered to be a case of a company capabilities (finan- the opportunity lies in a solu-

It’s not about creating a new need,
but discovering a latent need…
one which consumers did not
know they had

tion to the aversion caused cific advice on how the client
in users by the lack of discre- can bolster its capabilities.
tion and style found in the Finally, they reached the
available home-packed lunch definitive design stage of
containers. the new lunch bag. Sennse
With this goal, Sennse Consultants also assumed the
Consultants embarked on a role of overseer in the product
new stage: innovation strat- development and manufac-
egy – idea development, turing, as well as the defini-
experimental prototype tive design of the bag and its
production and even spe- entire visual identity.

24-hour shopping
A totes Hores
the first automatic supermarket

72 Services

The concept is new. The system,
on the other hand, is familiar to all.
Just like an automatic cash or video
dispenser, A Totes Hores raises
the curtain on the first automated
supermarkets in Spain.
“Times change, technology evolves,
society adapts and the market
offers new business opportuni-
ties.” This is the vision and phi-
losophy of the partners at A Totes
Hores, who have successfully
developed and patented a simple,
low-cost system that operates
like an intelligent automatic shop
remotely controlled via the Inter-
net. A Totes Hores has opened fran-
chises in several Spanish cities and
in Andorra.

Thought up by

A Totes Hores
www.atodashoras.com

Thanks to a simple, quick and
efficient automatic system, A Totes
Hores opens a new age in 24-hour
downtown shopping

Applying
advanced
technologies
to prevent
flooding
GAdu
Advanced urban
drainage management
in Barcelona

74 Urban services

The city of Barcelona has a long history of
flooded streets following the torrential rains
common in spring and autumn around the
Mediterranean basin. To prevent flooding due
to excess rainfall, the Barcelona City Coun-
cil has for the last twelve years depended
on Advanced Urban Drainage Management
(GADU), based on a precise, exhaustive
knowledge of the system, comprehensive
planning, real-time complete coordinated
management, and an environmentally-sound
sustainable focus on the complete water cycle.
The name GADU stands for a work philosophy
based on the application of the most advanced
technologies in all aspects of sewerage sys-
tem management. This philosophy is at root of
all of the technological developments carried
by the city sewerage company, Clavegueram

Thought up and managed by

Clavegueram de Barcelona S.A.
www.clabsa.es

de Barcelona S.A. (Clabsa), since was created
in 1992, which have been coupled with a major
investment effort aimed at equipping the city
of Barcelona with the infrastructures neces-
sary to control, in conditions of heavy rainfall,
flooding and spillage into receiving environ-
ments.
The GADU system is based on complete and
detailed computerized information about the
territory, comprehensive planning of sewer-
age, stormwater drainage and the relations
with wastewater treatment and the receiving
environment, a complete and coordinated
exploitation in real time of necessary planning
and projects, and, above all, a focus on the
environment, sustainability and quality.

sewerage and drainage infrastructures in
Barcelona
Effective application of GADU would be
impossible were it not for the large number
of sensors and automatic switches through-
out the city’s extensive sewerage network, in
addition to a whole series of infrastructures,
much of which is highly advanced technologi-
cally, and the constant efforts of Clabsa in the
area of RD.
Among these infrastructures is the Territorial
Information System (SITE), a comprehen-
sive technological system that is key to any
intervention in the sewerage system and, in
general, all urban services, as well as urban
planning and development.

Effective application of GADU would
be impossible were it not for the large
number of sensors and automatic switches
throughout the city’s extensive sewerage
network

Princely
accommodation
cHic BAsic Born
a hotel where the guest is the star

78 Services

Thought up by Designed by

Hugo Bertrand Equip XCL
Albert Montesinos Xavier Claramunt, Martín Ezquerro, Marc Zaballa
www.chicandbasic.com www.xclaramunt.com

This is a new sort of establishment rooted
in the bed breakfast model, but with
a personality of its own marked by style

Visitors to the city now have a new innovative in the best sense of the
choice of hotel at Carrer Princesa, word: respect for the architecture
50, an establishment which, despite of the building, integration in the
its moderate prices, skimps not surrounding neighbourhood and,
on the details, making your stay above all, inside the commitment
an experience nothing short of to an elegant, sober aesthetic with
unique with hi-tech facilities, a strong personality of its own.
professional services and, above The result is Chic Basic: innova-
all, an atmosphere that can only be tion to create an original, distinc-
defined as chic. tive image.
This is a new sort of establish-
ment rooted in the bed breakfast An atmosphere for dreamers
model, but with a personality of its You must experience Chic Basic
own marked by a clear style. The Born, the Chic Basic hotel chain’s
concept is simple enough: an urban first establishment, to understand
hotel with a casual atmosphere, what architect-designer Xavier
quality facilities and service – and Claramunt and team (Equip XCL)
affordable rates. The mise en scène is were aiming for when they settled on

The interior gets its character from its
arrangement in rooms with the aim of
creating little paradises that contribute to
the feeling of belonging to a larger space

their approach to the interior spaces, volutes and cornices, which, in fact,
all of which have their role in the help add an elegantly chic air to an
hotel’s concept, in the building and aesthetic and spatial arrangement
in a lively historic neighbourhood. marked by a distinct minimalism.
The building is over 100 years old, The interior, centred on the large
with ceilings seven metres high lobby with its marble staircase, gets
and a grand first floor, which fol- its character from its arrangement
lowing Claramunt’s intervention in rooms with the aim, as Claramunt
receives us with halls draped in explains, “of creating little para-
colourful curtains, and rooms with dises that contribute to the feeling
a glass-enclosed shower smack dab of belonging to a larger space. The
in the middle and a lighting system device seeks to create the sensation
to colour the arctic white walls to that one is in a large space, a bas-
suit the mood of the moment. Plus tion of intimacy in an apparently
there’s the common area with music large house. And all that in order to
and cosily cushioned furnishings achieve a new experience… to feel a
and a massage chair. Finally, there’s bit like a princess of old…”
the White Bar, already one of the one
of the in spots of Barcelona by night. the chic Basic chain
The Xavier Claramunt team won the Chic Basic isn’t just a hotel, it’s
Contractworld 2007 architecture a concept in accommodation that
and design prize for this project. extends beyond the Born establish-
ment to a hotel and apartment chain
reconceive space, respect history marked by the idea of BB with style.
The idea was to create a different Today, Chic Basic also has other
sort of space in order to offer guests establishments, including hotels
a unique experience, for them to in Madrid and Barcelona on carrer
feel like princes and princesses Tallers, as well as a collection of
for a night. The refurbishment of apartments throughout the city of
the building (which had previously Barcelona. All, of course, without
suffered a somewhat careless inter- diverging from the concept of afford-
vention) has expressly conserved able urban chic comfort of the origi-
original decorative elements such as nal Born hotel.

An animated way
to learn English
Hello!
Speak and play with the three BaBieS
the triplets speak english

Shoes!

82 Education


Cromosoma / Televisió de Catalunya
www.cromosoma.com/3BB www.tv3.cat

The scripts have been The Triplets just keep on breaking
new ground. Now, under the mul-
developed to parallel the timedia animation and production
company Cromosoma and with the
processes of language
! co-production of the Catalan TV3,
acquisition in young brains, kiddies’ favourite cartoon show will
be providing fun, easy and effective
using repetition and visual lessons in English.
One of the novelties is that the
support as necessary aids series is actually aimed at the
earliest age group: children 1 to 4
to effective learning years of age.
The basic idea is an English learn-
ing method featuring the char-
acters from the Catalan cartoon
Toys series known round the world, with
a set of materials and support
platforms, for a comprehensive and
innovative project.
The idea is to offer entertaining
educational material specifically
designed for young children to
listen to, play and become familiar
with English from an early age. The
collection consists of ten interac-
tive DVDs, each of which is accom-
panied by an exercise book. A native
English-speaking actor helps the
children through the exercises in
the book.

When concrete
is as light
as river water
modulAr nAGuisA BencH
the most original application
for precast concrete

84 Design

Thought up and produced by Designed by

Escofet 1886 Toyo Ito Associates
www.escofet.es www.toyo-ito.co.jp

The Naguisa bench is an urban furnishing with the
capacity to transform the space of a large square or
park into a landscape in harmony with its presence

When Japanese architect Toyo Ito wanted someone to manufacture his Naguisa
modular concrete bench, he turned to Escofet 1886 and their exclusive precast
concrete system.
Naguisa is a series of modular precast concrete benches gracing Island City
Park at the centre of an artificial island in Hakata bay, in the city of Fukuoka,
Japan. The modular benches form curves 11 and 7.5 metres in diameter over-
looking the pond in front of the Grin-Grin Centre, a complex of three green-
houses half-submerged in the artificial landscape, also by Toyo Ito.

A flexible, imaginative bench
The basic module of the Naguisa bench is a curved section 4 metres long in
which the concave parts serve as a seat and the upper part, with its organic
form, serves as a backrest. The complete series comprises four types of modu-
lar curved sections: two with a radius of 3.75 metres and two with a radius of
5.5 metres. All of them can be assembled to create rings, wave-like figures or
free forms.
The Naguisa bench was conceived for pilot use at Island City Park with the
intention of developing it beyond the strict functional limits of a conventional
bench, with its gentle, natural forms spurring the imagination of its users to
inform the evolution of an artificial landscape.

Hi-tech production
In the development of the bench, Escofet 1886 tested the ergonomics of the
modules with a series of milled polystyrene prototypes. Using these models, the
architects tried out different textures and colours.
The high-strength precast concrete modules are reinforced with a stainless
steel skeleton. The surface of the seat is rough and the back is smooth and shiny.

A bench as sinuous as a river
The Naguisa bench was designed for integration in an urban setting or large
parks. Its gentle curves evoke the course of a river calling ambivalently for a

Escofet 1886’s exclusive precast
concrete technology made
the Naguisa bench possible

decent life and, at once, stirring the imagination of its users. In short, it is an
urban furnishing with the capacity to transform the space of a large square or
park into a landscape in harmony with its presence.
The modules are designed for flexible assembly and use, and it is also notewor-
thy that it has also been conceived as the ideal urban furnishing for narrow
pedestrian streets or small natural spaces.

At the service of the urban landscape
Escofet has also designed and manufactures numerous urban elements, some
of which are found in Barcelona: among them the traditional panot tiles seen on
the pavements of the Eixample, the pavements of a large part of the Port Olímpic
and the Diagonal Mar axis, as well as the new and original benches along the
Gran Via.

Taming the jungle
of radiofrequencies
around us
smrF and mapem
a new radiofrequency capture
and monitoring system

88 Engineering

The SMRF’s
applications range
from controlling
emission sources to
monitoring specific
sensitive points


Wavecontrol
www.wavecontrol.com

The SMRF (Radiofrequency Moni- versity of Catalonia, and consists Monitoring stations
toring System), with its MapEM of a series of monitoring stations The monitoring stations consist
(electromagnetic map) application, at key locations and controlled basically of an electromagnetic
generates the highest precision remotely from a computerized con- field capture and measurement
radiofrequency maps in real time. trol centre. block, a data treatment, averaging
On the strength of its effective- The monitoring stations measure and memorization block and a com-
ness and innovative technology, the electromagnetic field con- munication device to send the data
the system has been acquired by stantly (24 hours a day, 365 days to the control centre.
the Catalan government and imple- a year) and take an average of the
mented throughout Catalonia. levels obtained, based on which the Data control centre
different standards are defined. The data control centre is, in
Surrounded by electromagnetic The measured data is sent to the reality, the software component
radiation control centre, where it is proof the system. It receives from
The effects of electromagnetic cessed and visualized. the remote monitoring stations
radiation on living beings are a The SMRF’s applications range periodic reports with all the lev-
cause for concern among many from controlling emission sources els measured since the previous
people today. All electrical and to monitoring specific sensitive report. It can also programme
electronic devices produce radia- points, as well questions of mobile different parameters into the
tion. However, there are essential telephony coverage in general. stations.
infrastructures, such as mobile Finally, with the graphic applica-
telephone base stations, which tion MapEM even the tiniest detail
produce electromagnetic radiation can be visualized with the greatest
in their operation. precision.

Permanent monitoring 24 hours
a day
SMRF is a newly designed system,
developed and manufactured by
WaveControl in collaboration with
the Electromagnetic Compatibility
Group from the Polytechnic Uni-

Mind-blowing heroes
and simulations,
in the palm of your hand
one
top-rank fighting game
design for nokia’s n-Gage
portable console

90 Entertainment

oNE has revolutionized
3D graphics and taken
the N-Gage’s capabilities
to the limit


Digital Legends
www.digital-legends.com

ONE, an EME (Meristation Excellence) award-
winning videogame, is the first project for
Nokia by the Barcelona firm Digital Legends.
In just four years of existence, Digital Legends
has emerged as a top player in the global
videogame industry thanks to ONE, a fight-
ing game for the Nokia N-Gage mobile phone
console.

in the graphic forefront
ONE has received unanimous praise from the
experts in the sector as the first completely 3D
portable console game, which gives a mea-
sure of the capabilities of the Barcelona firm in
graphics technology.
ONE is a fighting game for players over 14
years-of-age that gives the player huge lever-
age in customizing the fighters with 300 dif-
ferent components to choose from, in addition
to the possibility of choosing from among a
dozen landscapes inspired in real-world set-
tings. The game can be played in pairs, using
Bluetooth technology (each player with his
or her own console), or singly against the
machine itself or on Arena, the N-Gage vir-
tual community, pitting oneself against local,
national or international competition.

A 15-person team
The creation of a videogame like ONE entails,
of course, the creation of an entire virtual
world of landscapes and street-fighting. To
this end, a team of 15 people spent over a year
working with the Finnish multinational and
the results were good enough to make them
one of Nokia’s main suppliers. In developing
the game, the company worked closely with a

team of specialists in acrobatics and mar-
tial arts. Apparently, the fine job done by
Digital Legends exceeded all expectations.
Moreover, Nokia is convinced that ONE
and its spin-off ONE Who’s Next will prove
a big boost for the sales of their mobile
phone console.
In 2005, Gamespot, a leading videogame
magazine, put ONE on its Most Wanted
shortlist of games. Among other kudos,
ONE was also nominated for Best Cell
Phone Game of 2006 at the Academy of
Interactive Arts and Sciences Awards (the
‘Oscars’ of videogames).

digital legends
Digital Legends was founded in May, 2001,
by Ángel Cuñado, Xavier Carrillo, José
Luis Vaello and Jean Philippe Raynaud,
under the aegis of the La Salle-Cidem
Trampolí Tecnològic. Their first goal was to
develop new graphic motors for the design
of ultimate generation games, and they
soon obtained results which certified their
savoir-faire right through the entire cycle of
RDI.
In 2003 Digital Legends was signed up as
a registered developer for the Microsoft
XBOX platform and, by April, 2004, they
were closing a deal with Nokia as a First
Party developer of the ONE game for the
N-Gage platform.

Currently, Digital Legends is diversifying
the development of videogames on other
technological platforms. With its strategic
agreements with Nokia, world leader in
mobile telephony, and NCsoft, world leader
in online gaming, the Barcelona firm is
assured of international recognition and
the continuance of their operations in two
of the biggest growth areas in the industry,
according to a study by ABI Research.

This is a fighting game
that gives players
maximum leverage in
customizing their game,
its characters, with
300 different components
to choose from, and
another twelve real-world
landscapes to place
them in

An advanced tool
at the service of research
mAre nostrum
Barcelona’s supercomputer

94 Engineering

Thought up by

Barcelona Supercomputing Center
www.bsc.es

The Mare Nostrum is one of the putation (with specialized areas in
most powerful supercomputers in supercomputation and computer
Europe, and it is also the reason architecture), in areas such as e-
the Barcelona Supercomputing Science which require supercom-
Centre (BSC) is able to carry out its putation resources, and in the life
mission of technological research, and earth sciences.
development and management to
facilitate advancements in science. mare nostrum, an advanced tool
In this context of multidisciplinary serving research
approach, the BSC boasts a large The specifications of this ‘toy’ are
number of researchers and experts spectacular, and they demonstrate
in high performance computing how far ultimate-generation tech-
who work with this supercomput- nology can go.
ing tool towards the advancement The machine, the most power-
of science. ful in Europe, is configured in
Directed by Professor Mateo 29 computing racks with a peak
Valero, this supercomputation cen- performance of 42.35 teraflops
tre inherited the tradition of the (42.35 billion floating point opera-
European Centre for Parallelism of tions per second), 9.6 terabytes of
Barcelona and its purpose is to be main memory, equivalent to 18,000
a centre for research in supercom- home PCs.

From cosmological simulation to new
drug development
Among the innovative applications from the
areas of e-Science executed so far by Mare
Nostrum, there are a number of examples of
‘Grand Challenges’; in other words, applica-
tions characterized for their exceptional
scientific interest and exceptional demand
for supercomputation resources. Applica-
tions such as cosmological simulation of the
formation of the structure of the universe,
turbulence simulation for aerodynamic
studies of aircraft and ships, predicting
air quality and the impact of dust from the
Sahara on Europe, and interaction among
proteins for the development of new drugs,
among other, have achieved results never
before obtained by any other research cen-
tre on the world stage.

The mission of the BSC is
to carry out technological
research, development
and management to
facilitate advancements
in science

the space in the chapel The facility’s second area is in the
The Mare Nostrum is something garden: underground, square-plan
special. And therefore it is also premises for the cooling system,
located in rather peculiar space. generator and transformers. A
Combining the modernity of racks third area, along one side of the
and other hi-tech items with the chapel, houses the electrical con-
serenity of a space conceived for trol boards, fire detection and
meditation and thought, the super- extinguishing systems, the unin-
computer hums away endlessly terruptible power supply systems
in the former chapel of the Torre and connection points to the scien-
Girona, a room also once used as an tific communications network, the
auditorium. Scientific Ring.
In any event, the facility comprises The other spaces in the chapel have
three areas: a first space at the cen- been remodelled for visitors and
tre of the chapel, where the super- information exchange, in order to
computer sits in a large glass enclo- be able to show the general public
sure, a rectangular cube measuring the sort of research that can be
9 x 18 x 5 metres; over 19 tonnes of done with the aid of this unique
glass and 26 tonnes of steel went and powerful tool for processing
into its construction. information.

The Mare Nostrum’s main memory
is equivalent to 18,000 home PCs!

Do you want a doll that looks like you?
or do you want to look like a doll?
lolitAs
dolls born in Barcelona

With her hand-crafted, made-to-order dolls, fashion designer
Maria del Mar González has created an entire world. Working
with just fabric, needle and thread, supplemented by a good
deal of ingenuity and imagination, she makes dolls with sur-
prising personality, in an astounding display of imagination
in dressing and personalization.

100 Design

creating one’s own aesthetic world
Moreover, with accessories such as handbags, belts or T-
shirts, anyone can be a bit Lolita. Lolitas are quite special
creatures. No two are alike, because no two people are alike,
and they all look like something out of an animated film.
Cool and with a life of their own, almost.

A story of fun and passion
Lolita is a young brand, as young as Maria del Mar’s nephew,
Marc, who is now three and a half. It all began with the idea
of making a gift for him and for her other three nieces and
nephews.
Maria del Mar is a fashion designer and she has always liked
making things with any old bit of fabric she finds around
the house or that she thinks might have some use. Indeed, as
she says, “with a needle and thread, I’m happy…” And that is
how she came up with the idea for a gift: a fun photo frame
with a matching doll, a different one for each child. Some
friends saw what she’d done and encouraged her to do more and
show them around. And one day, Maria del Mar took her dolls


Maria del Mar González
www.lolitasbcn.com

Give Maria del Mar a photo of yourself and
she’ll turn you into a cool Lolita rag doll.
And always hand-made!

to Merkafad in Barcelona, just to see what would happen. And
what happened was that everyone was taken with the idea, she
sold her entire stock and the orders started raining in from
everywhere.
Since that day, Maria del Mar hasn’t stopped working on
her pet project, and with each day another Lolita story has
appeared. For each Lolita is another story, and each story
has its own Lolita doll. Now she does dolls in different
sizes, T-shirts, bags… and they are sold in Barcelona, Valen-
cia, Madrid, Bilbao, Jaen, Almeria, Seville, Paris and Tokyo…
In Barcelona you can find them at Novedades, in Carrer Peu de
la Creu, 24. On the web, too, where you can make up your own
story and the doll you want.

A doll for everyone
As Maria del Mar says, anyone can be Lolita. The only require-
ment is a sense of fun and the desire. If you have always
wanted to have a doll as a faithful reflection of yourself,
or if you want to surprise someone with a different, unique
gift, there is nothing like a Lolita.

Research and innovation
with a look to the future
of the Internet
Yahoo! Research Barcelona

104

The future of Internet business depends on innovation as a crucial factor in
research into new applications to bolster interactivity with the user. This is the
pillar of the US company Yahoo!’s strategy as it looks to the future of its business
and research programme carried out in the global Internet company’s laborato-
ries in Silicon Valley, Berkeley, New York, Santiago de Chile and, now, Barcelona.

Yahoo! is a global Internet firm, with headquarters in Sunnyvale (California), and
one of the most visited online destinations in the world. The goal at Yahoo! is to
be the leading online provider of services essential to the lives of its users and
to offer complete marketing solutions for businesses which reach Internet users
worldwide. Which is why this US multinational annually invests 317.4 million
euros in research and development, the only road to acquiring the ability to offer
innovative services.

Thought up by

Yahoo!
http://research.yahoo.com

Yahoo! Research develops world-class science, which will deliver the next genera-
tion of businesses to the company. Yahoo! Research scientists study data-driven
analysis, high-quality search, algorithms and economic models. They are true
web explorers, tireless bloodhounds sniffing out the clues that users leave on the
net and that can guide the experts in finding new and better solutions for a given
problem. Among other target areas, they study search fields, the links they gen-
erate, the paths and relations between links and Internet navigation, in addition
to the keywords in documents and information which can lead more quickly and
efficiently to the desired results.

Working with University
Directed by the web-mining expert Dr Ricardo Baeza-Yates, the Yahoo! Research
centre in Barcelona is linked to the Barcelona Media Centre for Innovation, a
non-profit institution with support from local businesses, the Barcelona City
Council and the Catalan government, and has ties to the Universitat Pompeu
Fabra (UPF). The centre’s facilities will eventually be at Parc Barcelona Media in
the city’s hi-tech 22@ district, but for now, and until the new centre is ready, the
laboratory is operating out of UPF’s Estació de França campus.

Innovation as a key to business
Why is it that when we key in one or another search word we land at a certain site?
Do we users like the way the information is presented? How would we change it?
Why do certain Internet sites achieve such overwhelming global success? The
research efforts carried out under the leadership of Ricardo Baeza-Yates will find
the answers, and solutions, to these and many other questions. And, that, with a
virtual, infinite world behind the computer monitor. Which is why it is so impor-
tant to have the best web mining experts on board.
Indeed, Yahoo! handles one of the largest data bases in the world, and its
researchers explore the information it contains, individually and collectively, at
the same time as they protect the privacy of their users and set the standards for

others to follow in terms of user value. The twelve members who now make up the
company’s Barcelona research group work in data analysis and the development
of new services focusing on upgrading Internet data searching. They are young
people of different nationalities whose working language is English. Their job will
be, in simple terms, to analyze thousands of bits of data using different systems
and technologies, such as the application of algorithms and quicksort practices.

The importance of the algorithm
Currently, the boom in new information sharing formulas designed by expert
users also means the appearance of new algorithms which a company like Yahoo!
must know how to compile and assess. On the basis of these ground-breaking
advances, the Barcelona centre will focus its research on three areas: upgrading
text search systems, faster access to information, and video, one of the company’s
strategic commitments.
Among the research perspectives open before the Barcelona RD centre,
Baeza-Yates stresses that “the big challenge is to know where most to exploit the
power of users; what are the mechanisms to encourage participation from the
public, as well as finding a way to deal with spam.”

Main lines of research
Web mining activities (search for and exploitation of implicit information) com-
prise the main thread in the research carried out by the Barcelona group. This
means having to shift through a daily flood of information in order to discover
the relations that are established between Yahoo! and its users and between the

The boom in new information sharing formulas
designed by expert users also means the
appearance of new algorithms which a company
like Yahoo! must know how to compile and assess

users themselves, as well as what business perspectives are suggested by these
relations and/or certain formulas of user organization or information sharing
which emerge spontaneously on the web (as in the case of YouTube).
With these goals the RD activities in Barcelona focus on Internet search differ-
entiation and systems upgrading.
Yahoo! aspires to maintain links with communities of developers and will stress
how to use what people do on the web to upgrade rankings and searches, or
how to document a search by an expert. As Baeza-Yates explains, “there’s a huge
potential because we are still just scratching the surface of the massive amount
of data on the web and Barcelona will be a first-class tool in the search for better
ways of searching for and classifying all that information.”
Another of the top priorities at the Barcelona RD centre will be image search-
ing, something which is still impossible. They are looking into how, for example,
you post a photo of someone and look for where the same image appears else-
where on the Internet.
In short, the Yahoo! research centre in Barcelona is another link in the global
chain of innovation that the company is developing as part of its international
operations. Within a global RD strategy, Barcelona will be magnet for Internet
research scientists and focus its research on the quest for new forms of finding,
sharing and classifying information.

Web mining activities – search for and
exploitation of implicit information –
comprise the main thread in the research
carried out by the Barcelona group

More than
just a carpet
FlYIng caRpeT
a new way of living at home

110 Design


Emiliana Design nanimarquina
www.emilianadesign.com www.nanimarquina.com

Flying Carpet
is a whole new class
of home furnishing

Who hasn’t at least once in their life dreamt of sitting down
on a flying carpet and being swept away through the sky?
Well, to satisfy the imagination and, above all, the comfort
of those who like to relax and feel like they were floating on
air, but without having to leave home, designers Ana Mir and
Emili Padrós offer an innovative, original and fun solution
in their Flying Carpet.

Thought up in Barcelona 1

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