The document discusses the exhibition 'This is Tomorrow,' which explores collaboration among architects, painters, and sculptors, highlighting the challenges in achieving the ideal of symbiotic art and architecture. It outlines various design models (1.0, 2.0, 3.0) that reflect the evolution of design thinking and collaboration methods, stressing the importance of multidisciplinary teams and innovation. Additionally, it introduces the UNESCO Creative Cities Network, aimed at promoting cultural and creative industries for sustainable urban development.

1. Pedro Medina
IED Madrid Publishing Director
Pedagogical Models & Methods
DesignPass & IED Sapere

2. Structure
Inspiration
Previous Experiences
DesignPass & IED Sapere

3. Inspiration

4. This is Tomorrow

5. This is Tomorrow

6. This is Tomorrow

7. This is Tomorrow
Peter Smithson

8. This is Tomorrow
Peter Smithson, Eduardo Paolozzi, Alison
Smithson & Nigel Henderson

9. This is Tomorrow
Introduction 1
DESIGN AS A HUMAN ACTIVITY
The exhibition called This is Tomorrow is devoted to
the possibilities of collaboration between architects,
painters, and sculptors (…) Early modern art is full of
theories concerning the integration of all the arts,
with realisation of the ideals scheduled for another
time. But yesterday’s tomorrow is not today - and the
ideal of symbiotic art architecture has not been
achieved.

12. Design models 1.0 / 2.0 / 3.0
“Design Future Leadership” (by Manuel Jiménez)
Modelo reconsiderado
de liderazgo del
“próximo diseño”
Modelo
diseño
tradicional
diseño 1.0 diseño 2.0 diseño 3.0
Proceso mágico oculto
Habilidades de salida
>dar forma
>estética Habilidades de salida
+
Observación del
comportamiento de usuario
equipo
de proyecto
tradicional
equipo
de proyecto
multidisciplinar
Habilidades de salida
+
Observación del
comportamiento de usuario
+
Co-creación
participatoria
Habilidades de salida
+
Optimización del
comportamiento
de equipo
+
Colaboración
equipo
de proyecto
multidisciplinar
Proceso exteriorizado
>Orientación adaptable
>Escala adaptable
>Proceso adaptable
Proceso exteriorizado
>Orientación del diseño de producto
>Escala de producto
>Proceso de diseño de producto
Interconexión
de herramientas
entrantes y salientes
Modelo de
diseño de producto
innovador

13. Professional trends
TRADITIONAL DESIGN CURRENT DESIGN
DESIGN 1.0 / DESIGN 2.0 DESIGN 3.0
Design as
To
Shape(things)
Design as
Process
Way of Thinking

14. Relationship
with users
Exclusive Inclusive-collaborative
TRADITIONAL DESIGN CURRENT DESIGN

15. Professional system
TRADITIONAL DESIGN CURRENT DESIGN
To work
lonely
Team with
transversal skills +
customers + users
Team with
individual skills
Challenges

16. Previous Experiences

17. Mapping Madrid
PHE 09

19. Project culture
Manifesto

21. MadridDesignNet

22. MadridDesignNet

23. MéxicoDesignNet

25. Report
2011
1.600 students
13 cities
18 universities
80 workshops
100 professionals
1 lecture
2 awards
2 exhibitions
Milano
Salone del Mobile 2012
60.000 visitors
130 press accreditations
2010
1.000 students
17 cities
17 universities
50 workshops
80 professionals
1 lecture
1 exhibition
Shanghai
Expo 2010
22.000 visitors
80 press accreditations
1 workshop

26. Route
2010 2011 2014
How to improve the city?
Projecting the concept of
city
How to improve the services of a
city?
Understand how to live within the city
How to start an economy based on
innovation and design?
Create an ecosystem of innovation
Expo Universal
Shanghai - 2010
2012
Salone del Mobile
Milan - 2012

28. 1. Companies
Participation of 122 companies
Selection: 6 companies

29. 2. Ideas competition
360 participants from 49 countries
360 project proposals
160 crafts
110 tourism
90 gastronomy

30. 360 proposals from

31. 120 selected ideas
Totale voti
18743

32. 42 selected projects

33. IED Madrid. Centro Superior de Diseño
Peru Model Innovation Hub
Citizens
Culture Institutions
Companies
HUB

34. IED Madrid. Centro Superior de Diseño
Innovation project for Peru
Partners
Citizens
Universities
Companies Professionals
Designers

35. Cagliari
Lima
Madrid
Venezia
São Paulo
Hong Kong
Rio de Janeiro
Torino
Milano
Firenze
Roma
Barcelona
Como
Matadero
22@Barcelona
Miami Design District
Euromediteranée
Nantes
IED Madrid. Centro Superior de Diseño
International network

36. DesignPass & IED Sapere

38. UNESCO Creative Cities Network
(UCCN)
http://en.unesco.org/creative-cities/

39. What is the UCCN?
· Created in 2004 to promote cooperation
with and among cities which identify
creativity as a strategic factor for
sustainable urban development.
· Common aim: placing creativity and
cultural industries at the heart of urban
development plans and cooperate
actively at the international level.
· 69 cities from 32 different countries.
· 7 creative fields: Crafts and Folk Art,
Media Arts, Film, Design, Gastronomy,
Literature, Music.

40. UCCN vision and objectives
Strengthening the creation, production
and dissemination of cultural
activities, goods and services
Developing hubs of creativity and
innovation, broadening opportunities
for cultural creators and professionals
Improving access to and participation
in cultural life, particularly for
vulnerable groups and individuals
Fully integrating culture and creativity
into sustainable development plans

47. Process

48. Structure

49. Digital platform

56. Services & Possibilities
· International workshops simultaneously
in other countries
· Platform to develop research groups
· Online training
· Development and monitoring online
projects, exhibitions and publishing
· Companies involved will have their own
space to develop a privileged relationship
with all users
· Showcase for projects and portfolios

57. Difficulties & Challenges
· Semi-open platform: private research +
public results
· Copyright / collective creativity
· Collective intelligence:
transdisciniplinarity = complementarity +
new methodologies
· Creative community: IED community +
collaborators

58. Pedro Medina p.medina@madrid.ied.es