DESIGN SECTOR Barcelona Catalonia

8/10/2019 DESIGN SECTOR Barcelona Catalonia

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The designsector inBarcelona


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EditionBarcelona City CouncilEconomic, Business and Employment AreaLlacuna 16208018 Barcelonawww.bcn.cat/barcelonabusiness

With the help of

Front page photo: Albert Font(Flying Carpet designed by Ana Mir + Emili Padrsfor Nani Marquina)Design and layout: g.grac

D.L. (Copyright):Barcelona, September, 2011

01. Barcelona, the Mediterranean is innovation hub 0502. 10 reasons to invest in Barcelona 0603. Design, a strategic sector for Barcelona and Catalonia 0804. 10 reasons to invest in the design sector in Barcelona

and Catalonia01. Large-scale design projects 1002. Design associations and concentration of creative talent 1203. Barcelona, model for an accessible city 1404. Design in retail sales, hotels and restaurants 1605. Design training and management 1806. The Catalan design system 1907. Barcelona, corporate headquarters for design studios 2008. The Barcelona brand 2209. Barcelona Design Innovation Cluster 2410. Testimonials about Barcelona and design 25

05. Links 26

Table of contents


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Barcelona , located in northeast Spainon the Mediterranean coast, is one ofthe main European metropolises andthe center of an extensive metropolitanarea with more than 160 municipalities,home to nearly 5 million inhabitants. It isthe economic, cultural and administrativecapital of Catalonia and leads an emer-ging economic area in southern Europe,with 17 million inhabitants and morethan 800,000 companies. This Euro-mediterranean region, which includesthe Balearic Islands, Valencia, Aragonand southeast France, focuses mainly onnew strategic sectors that are competi-

tive and international and is consolidatingits position at international level as one ofthe main European metropolises.

With a long industrial tradition and adense business fabric, Barcelonaseconomic structure is highly diversied.More traditional sectors coexist withnew sectors of emerging activities tocreate new knowledge clusters thatprioritize specialization and competitive-ness, focus on internationalization, andhelp create a dynamic and innovativeeconomy in the city, driving Barcelonasstrategic leadership in these elds.Catalonia is currently home to more

than 3,400 international companies andreceived 37% of all foreign investmentin Spain in 2010; with 90% this investedin the Barcelona area.

Taking into account the gross valueadded by sector of activity, Catalonia,in terms of industry, carries the mostweight of all autonomous communitiesin Spain (25.2%) and, regarding ser-vices, is ranked second in the nation forgross value added generated (18.2%of the total). Catalonia concentrates23% of all innovative companiesand 20% of the total expenditure on

innovative activities in Spain.Additionally, Barcelonas entrepreneu-rial activity rate in 2010 was 5.5%,above both the Spanish and Europeanaverages according to the Global En-trepreneurship Monitor (GEM) 2010.

Barcelonas trade fair, Port, Airport,Zona Franca Consortium, BarcelonaTourism Consortium, Barcelona CityCouncil and new technological innova-tion districts are the main driving forcesbehind international economic activityin the Barcelona area. In this regard,and given the importance of innova-

tion in fostering the competitiveness,productivity and internationalization ofcompanies, the design sector is key forBarcelona and Catalonia.

Barcelona and its metropolitan area arehome to the most important companiesand training centers in the Spanishdesign sector, as well as boasting thehighest concentration of design com-panies and professional associations inSpain. The city has become a benchmarkin Spain for a number of reasons inclu-ding the 22@Barcelona district, which isa proneerin innovation and technology

district, a large network of leading servicecompanies, a deeply rooted entrepre-neurial spirit and a long educational andbusiness tradition in the design sector.

Catalonia and Barcelona are currentlybenchmark destinations for interna-tional companies that want to establisha design studio, students looking forthe best educational opportunities inthe country, and professionals from alldesign disciplines that are looking forinspiration,enjoy quality cultural diversity,inspiring architectural heritage and anideal climate and lifestyle to developdesign projects.

Barcelona, the Mediterraneansinnovation hub

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EURO-MEDITERRANEANREGIONCATALONIABARCELONA


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10 reasons to invest inBarcelonaBarcelona offers anumber of differentelements that makeit an attractive placeto live, work and dobusiness. Today thecity is a highlyinteresting locationfor new economicactivities. Somegood reasons toinvest here are asfollows.

06. Human resources prepared for the futureHighly responsible; highly productive, one of the best in Europe according to theOECD; 8 public and private universities; a number of prestigious business schoolsincluding ESADE, IESE and EADA; 33 international schools; wide-spread use ofnew technology and a natural tendency for innovation and creativity.

07. Excellent quality of lifeRanked rst among European cities for quality of life*. Temperate climate, sun,beach, skiing; great cultural activities; an ample network of quality educational ins-titutions; modern and accessible healthcare system; easily accessible using publictransport; and a network of natural parks surrounding the city.

08. Large-scale urban-planning projects for the futureTransformation of 1,000 ha and 7 million m2 of oor space.Llobregat Area: commitment to logistics, aerospace and mobility, with expansionof the port and airport.Bess Area: urban renewal, universities and research and innovation centers;Porta Europa-La Sagrera: arrival of the high-speed train; 22@Barcelona: the newtechnology and innovation district, and the Diagonal-Bess Campus for activitiesrelated to energy, water and sustainable mobility.Valls Area: strategic concentration of technology, nanotechnology and researchfacilities; the Alba Synchrotron, the Valls Technology Park and the UAB Re-search Park.

09. Competitive real estate marketWide range of ofces, retail spaces and industrial warehouses with excellentprice/quality balance and a high occupation rate.

10. Unique public/private cooperation Barcelona City Council and the Catalan Government are highly committed tocompanies; success of traditional public/private collaborations has been key toBarcelonas transformation.

*According to Cushman & Wakeeld, European Cities Monitor 2010.

01. Strategic geographic locationTwo hours by road from France and one day from the main Europeancities. The gateway to Southern Europe and capital of the Union for theMediterranean, Barcelonas port, airport, logistics parks, internationaltrade fairs and city center are found within only a ve-kilometer radius.

02. Comprehensive transport infrastructureA network of motorways connected to Europe; the fastest growing air-port in Europe; the top Spanish port and largest container port in theMediterranean; wide reaching underground, train and bus networks;high-speed train connection since 2007, and connections to the Euro-pean rail network as of 2013.

Center of a large, dynamic and diverse economic areaThe Barcelona area has nearly 5 million inhabitants. It is the capital of Ca-talonia, with 7.5 million inhabitants, and the center of the MediterraneanBasin, an economic area with 18 million inhabitants. It accounts for 70%of Catalonias GDP, and is the sixth largest urban area in Europe and hasthe fth highest concentration in Europe in terms of industry.

04. Successful foreign investment Barcelona is ranked the fth best city in Europe for business*, and Cata-lonia accounts for approximately 34% of all foreign investment in Spainand is home to more than 3,400 foreign companies.

05. Internationally renowned positioningBarcelona tops a number of international rankings, which rate its urbanenvironment, ability to attract foreign capital, entrepreneurial spirit andquality of life very highly.

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Design,a strategicsector forBarcelona andCatalonia

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Barcelona has long beencommitted to design as oneof the ten strategic sec-tors that make up the citysportfolio, understandingthat design is a sector thatadds value to Barcelonasproposal and one of the keydriving forces behind theeconomy, knowledge andinnovation. Design hasbecome one of the most

important elements in busi-ness strategies. Beingdifferent, innovative andcompetitive in a globalizedworld entails applyingsuccessful design mana-gement. Furthermore, fewplaces in the world canboast their own distinctivedesign culture. Catalonia,and Barcelona in particular,are two of these places.

Over the past 25 years, Barcelonahas positioned itself as one of thedesign capitals of the world. Its risebegan in the 1980s, with the Bar-celona design boom. Two differentphenomena coincided with thiseffect: the citys professional andteaching foundations and its designculture, which had always beenvery active and saw an opportunityto grow and expand. Internally, thedesire of society, institutions andbusinesses to modernize was veryimportant. Furniture, graphics, leisureareas, and urban spaces were at thecore of this new type of consump-tion. Meanwhile, abroad, Europeand the world discovered a country(Catalonia) and a capital city (Barce-lona) with new ideas and conceptsin the eld of design. The decade ofthe eighties was also a time whenBarcelona and the main Catalancities became more service orientedand cultural tourism blossomed.All of this has led to an increasingawareness in Barcelona over recentyears of the citys status as a globaldesign capital.

All the stakeholders involved in thedesign sector are currently wor-king to create a solid and cohesivesystem. The outlook is optimistic.Barcelona is now the center ofoperations for designers from morethan 55 countries, and home togreat, internationally renownedprofessionals who favor the creationof a powerful and differentiated citybrand, with a knowledge and trai-ning industry driven by roughly 50educational centers and institutionssuch as BCD, FAD and the industrysprofessional associations. Thissituation is further strengthened bynew projects raising awareness ofthe sector and integrating it into theCatalan culture and business fabric,like the Barcelona Design Festival,Barcelona Design Innovation Cluster(BDIC) and Design Hub Barcelona,the gateway to 22@Barcelona, thecitys innovation district.

This document aims to describe the basiccharacteristics of the design sector in Ca-talonia and the city of Barcelona today andin the future, via ten strategic focal points:01 Large-scale design projects02 Design associations and concentrationof creative talent03 Barcelona, model for an accessible city04 Design in retail sales, hotels andrestaurants05 Design training and management06 The Catalan design system07 Barcelona, corporate headquarters fordesign studios08 The Barcelona brand09 Barcelona Design Innovation Cluster10 Testimonials about Barcelona anddesign

An important hub of foreigninvestmentThe Barcelona area is an importanthub for attracting foreigninvestment, particularly in industryand advanced services. The citysstrong points are:1. Catalonia has the largest andmost consolidated base of foreigncompanies in Spain, nearly 34% ofwhich have their headquarters orcarry out their main activity in Cata-lonia. The Barcelona area concentra-tes 90% of all foreign companies inCatalonia.2. 5% of foreign companies inBarcelona carry out design activities.


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10 reasons to invest inBarcelonaandCatalonia

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Catalonia has used designto create an image of aprogressive and trend-setting city and Barcelonahas been the epicenterof this Mediterranean and

universal design image.Furthermore, the city hasbeen the cradle oflarge-scale Catalan designprojects and has fosteredits own personality andstyle that have spreadthroughout Catalonia andbeen popularized aroundthe world.

The city is currently tacklingnew challenges that will allowit to take a central position indesign over the coming years.Events like the BarcelonaDesign Festival and projectssuch as Design Hub Barcelonaand the Barcelona DesignInnovation Cluster guaranteethe continued dominance ofdesign in culture and as astrategic element in thecountrys business fabric.

1992 Olympic Games. Thephenomenon of Olympic Barcelonawent beyond just the year 1992.The Olympic Games acted as a mi-lestone that caused stakeholdersin the elds of design and architec-ture, which were very active in pre-paring the citys bid in the eighties,

to join forces during the Barcelonadesign boom.

Primaveres del Disseny (DesignSprings) were biyearly events heldbetween 1991 and 2001, whichhelped nurture and grow localdesign culture, raising awarenessamong the general public throughactivities involving the culturalsubsystem, part of the sector andcity institutions. These events weretruly a central element aroundwhich design was structured andthis brought about a renovationof ideas, as well as facilitating theincorporation of a new generationof professionals.

The Year of Design , held in 2003to celebrate the one hundredthanniversary of FAD (Association

01.LARGE-SCALEDESIGNPROJECTS

for the Promotion of the Arts andDesign), became an expanded ver-sion of the Primaveres del Dissenywith widespread media coverageand promotional resources. Itraised awareness of the value ofdesign among the general publicand vindicated the term designas an element of cultural, socialand economic progress.

BCN Design Week , organizedannually by BCD BarcelonaDesign Center since 2006, hasbecome an enriching location forthe professional design world tomeet with the business world, withimportant international repercus-sions. It aims to foster more wide-spread knowledge of design andits strategic value among a varietyof target audiences, strengthen

relations between design andenterprise, and promote Barcelonaas a city of creativity, design andknowledge.

Design Hub Barcelona is theumbrella encompassing collectionsfrom pre-existing museums (theMuseum of Decorative Arts, theTextile and Clothing Museum andthe Graphic Arts Board) and aimsto observe the past and presentof the design world objectively inorder to drive research and pro-mote activity in this field. The newmuseum will be one of the maindriving forces behind a designculture in Barcelona, as well asan important showcase for recentCatalan design.

Barcelona Design InnovationCluster (BDIC) follows the 22@Barcelona cluster model applied inthe city and facilitates the stra-tegic concentration of the maineconomic, institutional, teachingand innovation stakeholders inthe sector in order to strengthenBarcelonas international leader-ship in the design and innovationarena.

Barcelona Design Festivalis a festival created by BCD andFAD with two main focal points:BCN Design Week and theFADfest, an event focusing on theeconomic and cultural aspects ofdesign. An agenda of more than50 activities is structured aroundawards, the city, business, debateand exhibits.


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10 reasons to invest inBarcelonaand Catalonia

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Catalonia has a longtradition of associations,which shows itself in morethan one thousand asso-ciations from a variety ofsectors. In particular, thedesign sector includes adozen entities that watchout for the professions

best interests and havebeen decisive in thegrowth of design inCatalan society andculture.

In recent years, Barcelona has be-come one of the favorite locationsfor architects, designers, photogra-phers, illustrators and creative pro-fessionals from all over the world.These professionals, together withthose that who have always livedin the city, are currently one of thebiggest international talent resour-ces. One of the reasons for this

ongoing concentration of talent isthe support and representation insociety provided by the sectorsdifferent professional associations.

The association that bringstogether the most subsectors ofdesign is FAD, which currently hasnearly 1,200 members:- A FAD (arts and crafts)has 139 members;- ADG FAD (graphic design andvisual communication)has 524 members; - ADI FAD (industrial design) has240 members;

- ARQ-IN FAD (architecture andinterior design)has 281 members, and- Moda FAD (image andfashion)has 56 members.

Additionally, the sector is alsorepresented in the city by ADP(Association of Professional

Designers) with 118 members,the Catalan Ofcial Association ofInterior Designers and Decorators(CODIC), with nearly 300 mem-bers, and the Catalan ProfessionalAssociation of Graphic Designers,with 535 members. Additionalprojects of note include TerminalB, a virtual database of talent inBarcelona, the BCN online designdirectory and the directories of theaforementioned associations.

02.DESIGNASSOCIATIONS ANDCONCENTRATIONOF CREATIVETALENT


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Barcelona is a city based onthe principle of Design forAll. This has allowed it tobecome one of the mostaccessible cities in theworld for people in all theirdiversity regarding res-pect for different genders,cultures, skills, ages and

languages. The city bench-mark that has been usedas the model for the restof the Catalan capitals anda watershed for Europeancities, which are movingtowards pedestrian-centrichistorical areas, buildingsafer and healthier cities,and providing people-frien-dly services.

Although the term Design for Allwas most certainly not used at thattime, the concept began in Barce-lona in Medieval times. Even then,the city was designed with the aimof improving cleanliness, safetyand communication. This tendencyto design for people has conti-nued throughout the citys historyand has been extended in recent

years to the point where Bar celonahas become a model in terms ofaccessibility and the adaptation ofdesign for peoples needs.

What defines a well-designed city?The citys own ability to adapt tothe needs of each resident, whilerespecting the rights of others,such as moving comfortably andsafely through the city, on foot orpublic transport, having compre-hensive, functional services foreveryone, and, above all, ensuringthat living in or visiting the city isan enriching experience.

Well-structured designThe Design for All Foundationdefines Barcelonas design as awell-structured design. This isdue to factors like having well-alig-ned street furniture, green spacesand facilities distributed throug-hout the territory so that they canbe reached on foot, and streets setaside exclusively for vehicles such

as bicycles or strictly for pedes-trian use. Furthermore, one of thekey points in the design of Barce-lona is that the city has managedto combine respect for diversity,hygiene, safety and functionalitywith aesthetics. All these aspectsmake living in Barcelona a plea-sant experience.

Barcelona has reached high levelsof excellence in city design and itsmodel has been exported to manyother cities. Now, the challenge liesin continuing to innovate along thesame line, while also contributingdesign solutions to new areas, asis happening with regards to wastecollection, the adaptation of metrostations and bus stops, and sports

activities for people with disabilitiesin a number of facilities aroundthe city through the Barrier FreeSports program.

Figures on accessible Barcelona- Barcelona City Council is working to install new traffic lightsthroughout the city, with permanent acoustic signals for theblind. According to forecast, in a few months all trafic lights inthe city will be accessible.- Public transport in the city aims to cover the travel needs ofall residents. Therefore, all TMB mobile units are accessible(approximately 1,000 units). 89.6% of the bus lines are totallyaccessible, taking into account that companies other than TMBalso run busses in the city.

- Barcelona has made a commitment to eliminating barriers inmunicipal buildings. 224 buildings have already been adaptedand 151 are semi-accessible (the disabled can access them withhelp).- The city currently has ten integrated, accessible play areas forchildren, one in each of the municipal districts.- Barcelona has three accessible beaches (Barceloneta, NovaIcria and the Forum bathing area) with elements such as rampsto get into the water, amphibious chairs, adapted changingrooms, parking spaces for people with disabilities, and specialhandicapped support services.

03.BARCELONA,MODEL FOR ANACCESSIBLE CITY

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Urban retail is thecommercial modelused in both Catalonia andBarcelona. Design is a dis-tinctive trait of manyCatalan establishments andis an element that, in addi-tion to the avant-gardeimage it creates, makes

shops and businesses aplace where all kinds ofpeople coexist and forgerelationships, as well asmaking them as abenchmark for retail sales.

Innovative restaurateursThe culinary arts is one of the eco-nomic activities that has seen mostgrowth in recent years. Eateriesnot only concern themselves withthe quality and originality in theircooking, but also look for spaceswhere design and architecturemake eating a pleasure for all thesenses. Some of the best-known

examples include El Bulli andFerran Adri, who uses design andexperimentation to seek out pureflavors and seemingly impossiblepreparation methods. His collec-tion of products, Faces, has beendeveloped in conjunction with anumber of prestigious designers.Grupo Tragaluz, with a dozenestablishments in Barcelona andone in Calella de Palafrugell, has amarked Mediterranean and cosmo-politan personality and is charac-terized by the interior design ofits restaurants and its corporate

image. Oriol Balaguers Barcelonastore is, in addition to a chocolateand pastry studio, a center for de-veloping new products and recipeswith an avant-garde presentation.

Design and retailEach year, 1,500 retail shops re-novate their premises in Cataloniaand 68% of Catalan companies

consider design to be an impor-tant source of new ideas, showingthat design is gaining weight inthe retail sector and is becominga winning strategy for reachingnew types of consumers andoffering the best products andservices. Experts in interior designfor retail agree that any place inBarcelona is suitable for a retailestablishment with a strong designcomponent. Nevertheless, thereare certain areas of Barcelonathat have a high concentration ofunique shops, like the Born, Raval

04.DESIGN INRETAIL SALES,HOTELS ANDRESTAURANTS

and Grcia neighborhoods. TheRaval, in the heart of the city, isan important hub of design-drivenestablishments and innovativehotels. The Born has one of thehighest concentrations of art,fashion and style establishments,with streets lined with fashionand accessory boutiques, designstudios, art galleries, hotels and

restaurants. Two of the citysmost important shopping streets,Passeig de Grcia and Rambla deCatalunya, offer an interesting mixof art, culture, history and commer-ce. Some of the most prestigiousinternational fashion names are tobe found there, as well as some ofthe most important retail ideas andprojects that have had significantrepercussions in the city, like theVinon shop.

The new hoteliersThe rise of tourism has led tothe creation of unique hotelsthat, thanks to design and new,innovative concepts, attract newclients who see their stay as yetanother experience to enjoy. Ina sector that generates 14% oflocal wealth, creating new busi-ness concepts is a must. Creativity,

design, wellness, and gastronomyare some of the most commonlyused terms by the new hotelierswhen creating exclusive hotelswith value added derived fromdesign and architecture. Some ofthe most noteworthy examplesinclude the Hotel Mandarin Orien-tal, Hotel Omm, Hotel Axel, HotelCasa Camper in Barcelona, HotelMe and the Hotel Les Cols in Olot(Girona).

BCN Design TourAll of this design-centric retailactivity in Barcelona is reflected inthe BCN Design Tour, a print andonline map geared mainly towardspeople visiting Barcelona, for workor pleasure, but also informationthat anyone interested in designwill enjoy.

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Catalonia has an exce-llent reputation in Europeregarding design traning,mainly thanks to theopportunities available inBarcelona.

Foreign students see Cataloniaas the ideal place to study design,thanks to a wide variety of trainingoptions and the countrys inspiringculture. Catalonia and Barcelonahave a long, consolidated history inthe eld of design education, whichis well rooted in the local environ-ment. The fact that many centershave been created through civic

initiative gives this area a distinc-tive character when compared totraining programs offered in therest of Spain.

The distinction of studyingin Barcelona: I studied inBarcelonaBarcelona is well positioned inter-nationally, above large Europeancapitals with a similar tradition likeMilan and Paris, and on par withLondon. This reputation meansthat having studied in Barcelonasets future professionals apartfrom the rest.

05.DESIGNTRAINING ANDMANAGEMENT

50 training centers that teachdesign to more than 6,000 stu-dents each year in Catalonia :Bau School of Design

Eina Art and Design School

Elisava School of Design

Vic Art and Design School

Massana School

Llotja Art and Design SchoolESDi School of Design

IED Istituto Europeo di Design

IDEP Institute of Design andSchool of Image

University of Girona

University of Barcelona

Source: Government of Catalonia

Together these entities make upa cultural subsystem within theoverall design system. The closelinks between this subsystem andthe design supply stakeholdersform the design community inCatalonia.

06.THE CATALANDESIGNSYSTEM

The Catalan design systemis essentially made up of thegroup of stakeholders thatoperate in the design sector,represented by the supplyand demand of design servi-ces and professional rela-tions establisbetween thesestakeholders. The system is

supported by a group of en-tities devoted to promoting,publicizing and producingdesign training and research.

ADP - Association of Professio-nal Designers. Association thatdefends the professional interests ofthe sector.BCD - Barcelona Design Center.Foundation dedicated to promotingdesign in business.CODIG Catalan ProfessionalAssociation of Graphic Designers.Professional association.DfA - Design for All Foundation.Devoted to researching and promo-ting design for all.DfW - Design for the World.NGO working on design projects.

ED. Design schools with their owndegrees linked to the AutonomousUniversity of Barcelona (UAB) RamonLlull University (URL), Pompeu FabraUniversity (UPF) and the University ofGirona (UdG).

EDFP. Vocational-training designschools.

EDIT. Book and magazine publishersdevoted to raising awareness ofknowledge and information generatedin the design world.

FAD Association for the Promo-tion of the Arts and Design.Association of associations to promo-te design in the world of culture.

MD - Design Hub Barcelona

RED - Spanish Network of DesignCompanies. Association of compa-nies for promoting and consolidatingthe design market.

SIDI - International Selection ofEquipment Design for Habitat.Association of companies for pro-moting and consolidating the designmarket.

U. Universities with their own designdegrees: Polytechnic University ofCatalonia (UPC) and University ofBarcelona (UB).

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Barcelona has a consolida-ted business fabric basedon small and mediumenterprises (there are morethan half a million SMEs inCatalonia, making up 99.7%of all businesses; Barce-lona is home to 77% of allSMEs in Catalonia) that is

moving forward in step withthe Catalan design system.This business fabric, interms of traditional indus-trial sectors like the servicesector as well as emergingsectors, has the potential togrow and innovate throughdesign.

Four examples of CorporateDesign Centers

Alstom Transport set up its De-sign and Styling center in SantaPerptua de Mogoda (Barcelona) in2007. Its role is to carry out interior-design projects for the entire group,developing products in conjunctionwith its technical experts.

Barcelona has a large infrastructureready to drive design in all its forms:model making, engineering, designconsultancy, R&D centers, universities, and wide experience in theelds of colors and textures. David CuttcliffeDirector of the Alstom Transportdesign studio in Catalonia

Volvo has had its design center inBarcelona since 2000, with a teamof 10 people. The company also hasdesign studios in Sweden and Cali-fornia and decided to establish onein southern Europe in order to get afoothold in the small-car culture thatis so strongly rooted here.

We chose Barcelona becausethe city combines more traditionaland artistic design with another,more dynamic and experimental,viewpoint. Here, we can work witha small company and be more

productive than the central studioin Gothenbourg, and closer to theideas and needs of the end user. David AnconaHead of Design for Volvo StrategicDesign Barcelona

07.BARCELONA,CORPORATEHEADQUARTERSFOR DESIGNSTUDIOS

HP has based its World Division ofDesign of Products for the GraphicArts Business in Sant Cugat delValls since 2003.

Barcelona is characterized by anopen and cosmopolitan environmentthat provides ongoing exposureto the latest trends in art, design,thought, society, etc. The city has astrongly humanistic character linkedto its Mediterranean cultural traditionand provides a quality of life that isdifcult to nd in other Europeancities. Jordi MorilloExperience Design Lead. HP ICD CustomerExperience Team

Roca , a company founded in 1917,has pioneered the creation of aspecialized design department fordeveloping all kinds of bathroomproducts.

Roca design is based on experience and innovation: the experience ofa world leader in bathroom ttingsand innovation seen as somethingmore than just colors and forms.The incorporation of new youngdesigners from different countriesand with different specialties into theBarcelona Innovation Lab, and theirwork in coordination with teamsfrom all the countries where Roca islocated, facilitates the developmentof new products and technologiesto meet new social challenges andconsumer needs. Josep CongostRoca Design Manager

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Barcelona can competewith other European capi-tals such as Berlin, London,Milan, and Amsterdam.Design made in Barcelonahas a characteristic stylecreated through the con-vergence of a number offactors, which has allowed

for the creation of a strongcity brand, the Designed inBarcelona seal, recognizedand coveted by both localand international products.

Designed in Barcelonabrand values

Tradition: Gaud, Dal, Mir, Tpies,Picasso Graphic and visual crea-tivity has been inherent to Cataloniasince Modernisme. The work ofthese immortal, legendary artistsis still relevant and exemplies thegreat tradition of this community as

a creative place.

Culture: There are two design cul-tures in Catalonia. On one hand, thehighly traditional aspect of designas a cultural and artistic discipline,the foundation for which was laid inthe 1980s. On the other hand, themodern and functional culture thatunderstands design as a strategictool for companies and as a busi-ness opportunity.

Creativity and inspiration: Bar-celona is the source of stimuli forall types of creative people. This

includes urban design, architecture,retail shops, and bilingualism, butalso its plethora of activities, lifestyle,popular culture and leisure facilities.Furthermore, the city now has manyforeign students, making it particu-larly welcoming to newcomers.

Architecture: The perfect organi-zation and design of the Eixample

area, the Collserola tower, the Agbartower, Palau Sant Jordi, the ForumBuilding, and the constant presenceof Gaud at the Sagrada Famlia,Parc Gell, etc. On the city streets,Modernisme faades coexist withnew architecture, creating an urbanlandscape that unites tradition andmodernity.

Designers: The large network of de-sign professionals from all disciplinesbased in Barcelona makes the city aglobal benchmark for this eld. Bar-celona is currently home to designersfrom more than 55 countries.

08.THE BARCELONABRAND

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Knowledge and experience:Barcelonas professional and edu-cational tradition makes the city ahotbed of ideas and a place for life-long learning. The city is committedto the knowledge economy, withinitiatives such as 22@Barcelona.

Innovation: Design applied topeoples needs; responsible, envi-

ronmentally friendly design; designapplied to the competitive needs ofbusiness. These are the pr incipalavenues of design innovation inBarcelona, the pinnacle of which is22@Barcelona.

Momentum: The present period is agood time for Barcelona. The eclec-tic nature of the ideas that movethe city is ideal for opening up newpaths in the creation and conceptua-lization of design projects.

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For some time now, Barce-lona has been committedto the cluster model as away to strengthen strategicsectors like design with theaim of making the city oneof the main innovation andknowledge-economy plat-forms in the world.

Barcelona Design InnovationCluster (BDIC), a project ofexcellence and innovationwith international projection,is a clear example of thisdedication.

Barcelona City Council is currentlypromoting a number of strategicsectors that follow the clustermodel driven by 22@Barcelona:Design, Media, ICT (Informationand Communication Technology),Medical Technology, Energy andMobility, Logistics and Aerospace,among others. This model facilitatesgrowth and synergies among the

citys economic stakeholders whileincreasing productivity and the citysability to innovate and internatio-nalize. Likewise, it also creates thenecessary conditions to welcomecompanies and innovative talentfrom around the world, while foste-ring the creation of a professionalcommunity with links to the globalnetwork.

Barcelona Design InnovationCluster (BDIC) has been workingto this end since 2009. This initia-tive promoted byBCD Barcelona

Design Center and 22@Barcelo-na brings together innovative com-panies that provide or need designservices, support organizationsand public institutions in order toincrease competitiveness in sectorswhere design is a strategic elementand can facilitate innovation. This clusters mission is to posi-

tion Barcelona, and by extensionCatalonia, as a hub of excellence ininnovation through design on an in-ternational level. In order to achievethis, four initial strategic areas havebeen established (d-Health, City,Integral Concepts and TransportExperiences), around which detai-led strategic analysis and actionplans will be carried out in orderto improve the competitiveness ofcompanies and economic, institu-tional, educational and innovationstakeholders in the sector.

09.BARCELONADESIGNINNOVATIONCLUSTER

Barcelona has an open and dyna-mic mentality. It stands out in theminds of people all over the worldas a place of great cultural wealth,excitement and modernity. Michael Thomson President of BEDA, The Bureau of EuropeanDesign Associations (2007-2009)

Barcelona is a city where socialinnovation, which is much more

valuable than purely technologicalinnovation, is very powerful.Bill SermonVice-president of Design for Nokia Multimedia

Fresh, iconoclastic, rebellious, iro-nic, human, sophisticatedly simple,surprising... These are some of theattributes that dene the Desig-ned in Barcelona seal. I think ithas a lot to do with what the cityitself has tried to be for more thana century. Jordi MorilloExperience Design Lead. HP ICD CustomerExperience Team

Barcelona inspires design andcreativity thanks to its wide-rea-ching artistic atmosphere, above allthe underground scene. My dreamis for Vodafone to move its User Ex-

perience department to Barcelona.Germn LenVodafone Principal User Experience DesignExpert

Every time I visit Barcelona, Imimpressed by it. It has a marve-lous mix of creativity, seriousness,enchantment, intelligence, beauty,modernity and classicism. But itis also a real and highly inclusivecity, where the elderly are respec-ted and have their place. Barcelo-na seems to combine most of the

positive elemen ts of a city whilebeing able to eliminate the nega-tive ones. It has the liberal andvillage-like air of Amsterdam, the

grandeur and elegance of Par is,and the creativity and eccentricityof London. It gives the impression

of having a convincing and con-clusive decision-making processregarding urban development and

planning, but not in excess like inShanghai or Dubai. It has a sort ofsomber ancient beauty, like thatof Stockholm, but is, at the sametime, decidedly contemporary. And,above all, the people of Barcelonaare pleasant, hospitable and affec-

tionate. Peter KerstenAmbassador, BNO Association of DutchDesigners

Barcelona is a living city. Thereis constant debate and everyonethere has something to say. In thisway, I think Barcelona is a veryrich city because it has no barriersand enjoys great diversity and plu-rality. I prefer to be here, enjoyingBarcelona, than working in myLondon ofce for 30 years.Norman FosterArchitect

10.TESTIMONIALSABOUT BARCELONAAND DESIGN

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Design-related organizations

A FAD Association of Artists andArtisanswww.a-fad.org

Interdisciplinary Association ofSpace Design ARQ-IN FADwww.arquinfad.org

Association of Art Directors andGraphic Designers ADG FADwww.adg-fad.org

Association of Industrial DesignersADI FADwww.adifad.org

Association of ProfessionalDesigners ADPwww.adp-barcelona.com

Image and Fashion AssociationMODA FADMODA-FADwww.modafad.org

BCD Barcelona Design Centerwww.bcd.es

Catalan Ofcial Association ofInterior Designers and Decoratorswww.codic.org

Catalan Ofcial Association ofGraphic Designerswww.dissenygrac.org

Design for All Foundationwww.designforall.org

Design Hub Barcelonawww.dhub-bcn.cat

Association for the Promotionof Art and Design FADwww.fad.org

RED Spanish Association ofDesign Companieswww.red-aede.es

SIDI Saln Internacionalde Diseo, SLwww.sidi.es

Educational centers

Bau School of Designwww.baued.es

Eina School of Art and Designwww.eina.edu

Elisava School of Designwww.elisava.es

ESADE Design ManagementDepartmentwww.esade.edu/research/designmanagement

Vic School of Art and Designwww.eartvic.net

Massana Schoolwww.escolamassana.es

Llotja School of Art and Designwww.llotja.catESDi School of Designwww.esdi.es

IDEP Institute of Design andSchool of Imagewww.idep.es

IED Istituto Europeo di Designwww.ied.es

University of Barcelona (UB) Fine Arts Facultywww.ub.edu/bellesarts

University of Girona (UG) Polytechnic Schoolwww.udg.edu/ups

Local and regional bodies

[email protected] CIDEM COPCAwww.acc10.cat

Barcelona Activawww.barcelonactiva.cat

Barcelona Institute of CultureBarcelona City Councilwww.bcn.cat/cultura

Economic Promotion Barcelona City Councilwww.bcn.cat/barcelonabusiness

Business bodies

Barcelona Chamber of Commercewww.cambrabcn.org

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With co-nancing

DESIGN SECTOR Barcelona Catalonia

Documents

Transcript of DESIGN SECTOR Barcelona Catalonia