DEA presentation (Arquilla - Genco - Mortati)

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Triggering design innovation in a territory of SMEs: the DEA case study.

Presented at CIPED October, 11th 2011, Lisbon (Portugal).

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DEA presentation (Arquilla - Genco - Mortati)

  1. 1. CIPED 2011 / Lisboa, 11-10-2011 Triggering design innovation in a territory of SMEs: the DEA project and the DEA TV. CIPED 2011 VI International Congress of Design Research Venanzio Arquilla, Davide Genco, Marzia Mortati Dipartimento INDACO, Politecnico di MilanoTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 1
  2. 2. CIPED 2011 / Lisboa, 11-10-2011 INTRODUCTIONThe DEA experience contributes to the field of design thinkingin companies by enabling innovation and by developing the industrial,local and national socio-economical system by design. The need of SMEs to open up for collecting new and useful knowledge for development The opportunity for the designers to be at the center of knowledge exchange processes for generating new values The role of the University to act as center of excellence that can take on the role of facilitator of knowledge exchange processesTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 2
  3. 3. CIPED 2011 / Lisboa, 11-10-2011 CONTEXT Cluster THE MARKET PLACE EVOLUTION- fast and fluid changing- increasingly aggressive competition Sub-supply chains> Model EvolutionFrom Local to Global Network- new abilities to generate visionsand interpret the signs of these changesTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 3
  4. 4. CIPED 2011 / Lisboa, 11-10-2011 CONTEXT DESIGN DRIVEN INNOVATION UNIVERSITY & RESEARCH CENTERSTransformation in a territory can betriggered by activating a knowledge LOCALexchange network between industrial INSTITUTIONSsystems, institutions, universities, DESIGNERS & ENTERPRISES MEDIATORSresearch centers and young creatives. Territorial SERVICE PANELSDesign as a strategic tool TERRITORYfor sustainable innovation SERVICE PORTAL Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 4
  5. 5. CIPED 2011 / Lisboa, 11-10-2011 ACTION RESEARCH SEMINAL PROJECTS 2000 2005 2006 2007 > 100 enterprises, designers, resultsTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 5
  6. 6. CIPED 2011 / Lisboa, 11-10-2011 ACTION RESEARCH CONSIDERATIONS After 3 years of experimentation, results: Designers > Entrepreneurs global contexts, market trends, users lifestyles, systemic vision Entrepreneurs > Designers concretizing the design activity, steering choices Design culture + Product culture = positive cognitive circuit + Projects going over the objectives set by both actors + Long term relations established + New businesses founded by the participantsTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 6
  7. 7. CIPED 2011 / Lisboa, 11-10-2011 ACTION RESEARCH CONSIDERATIONS The main result of these initiatives has been to underline that design can enable a systemic dimension of innovation. The experimentation allowed in fact the development of relationships, opportunities for discussion, and design activities to achieve sustainable innovation in a troubled system (the Italian productive system). Overall, it has been a seminal phase.The main limit of these first experimentations has been the sporadic nature of actions.Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 7
  8. 8. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE THE MODEL Step Who What Outcome 1 University, local authority Fund raising Project sustainability Collection of interested 2 Local authority Project and call promotion entrepreneurs Workshops for selected Design awareness and 3 University entrepreneurs project ideas Selection of companies Selection of the companies 4 University, local authority and design audit and final definition of the brief 5 University Call for designers Selection of designers 6 Companies, designers Project development Prototype development Visibility, reputation, 7 University, local authority Dissemination new relationships.Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 8
  9. 9. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE THE PROCESS DEA TV, a new format for spreading innovation Design Salone del mobile 2010, Milano Open Innovation 0 model Projects monitoring ap r ‘1 pr ’10 Results Designers selection according to briefs t ‘0 9- a spreading sep Ideas evaluation, entrepreneurial case studies ept ‘0 9 Projects development -s and project setting jun Call for designer 5 projects: ‘09 Zona F Counseling activities for partecipating in the call 27 jun 105 subscriptions Pietra trentina Dagostin ma g ‘09 5 proposals selected ideas: 5 selected CasSa Borealis Training activities for enterprises r- Daniela Maurer ma Gruppo Futuristi Rovereto Mirko Franzoso Gianmoena Marmi Martina Sangalli pr 5 thematic workshops ‘09 Dagostin Piter Perbellini Research on territory ma r- a 60 companies involved Rustiklegno Edoardo Perri Santoni Vetri Call for companies In collaboration with Report -’08 Design e Artigianato in Trentino PROVINCIA AUTONOMA DI TRENTO Assessorato all’Industria, Artigianato e Commercio ‘07Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 9
  10. 10. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE Designer Piter Perbellini Company Rustiklegno Designer Edoardo Perri Company Santoni Vetri 1st EDITION Sector Wood Sector Glass Designer Mirko Franzoso Company Gianmoena Marmi Sector Bathroom 5 projects Designer Daniela Maurer Company Zona F Designer Martina Sangalli Company Dagostin Sector Craftsmen Sector FoodTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 10
  11. 11. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE Designer Walter Giovanniello Company La Tecnica Designer Alberto Benedetti Company Trainottiplast 2nd EDITION Sector Furniture Sector Plastic Designer Simone Castiglione Company Cova Cucine Sector Kitchen 10 projects Designer Luca Papini Company Innova Designer Gaston Pisoni Company C.A.R.e.S. Sector Air-conditioning Sector MechanicsTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 11
  12. 12. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE Designer Francesca Macchi Company Molino Pellegrini Designer Alessandra Colombo Company Cartotrentina 2nd EDITION Sector Food Sector Packaging Designer Angela Violino Company Fabio Vettori Sector Child 10 projects Designer Michele Panzeri Company Consorzio Trentino Golf Designer Manuel Viliotti Company CTC Sector Sports Sector Sustainable buildingsTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 12
  13. 13. Promotional activity CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE RESULTS SPREADING Web DEAtv http://youtu.be/E2R8f5bcLgsTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 13
  14. 14. CIPED 2011 / Lisboa, 11-10-2011 DEA’S EXPERIENCE FUTURE DEVELOPMENTSThe success obtained locally convinced CEii and ProvinciaAutonoma di Trento, in collaboration with Politecnico di Milanoand DesignHub.it to develop DEA into a real support service for SMEs. Create a system that can support design activities: new products and services through pilot projects. Raise awareness of design as a strategic lever.Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 14
  15. 15. CIPED 2011 / Lisboa, 11-10-2011 CONCLUSIONS DEA is a new way to interpret the relationship between University, enterprises and territory that is based on a real application of design thinking to concrete cases. Through these processes the University enables a local network and has the possibility to study the territory to define new models and practices. The action-research methodology adopted allows to empirically transferring the acquired knowledge on the territory itself that could in turn generate innovation.Triggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 15
  16. 16. CIPED 2011 / Lisboa, 11-10-2011 Triggering design innovation in a territory of SMEs: the DEA project and the DEA TV. Thanks. www.designhub.it/dea www.youtube.com/designeartigianatoTriggering design innovation in a territory of SMEs. The DEA project and the DEA TV. / Arquilla, Genco, Mortati 16

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