Lecture about Design Policy and Open Design in European Context. Aalto University. The theme of this introductory module to Masters level study explores how ‘openness’ and ‘collaboration’ are challenging existing practices as well as creating new practices and business for design, the arts and architecture. Responsible teacher: Alastair Fuad-Luke, Professor Emerging Design Practices. Level of the Course: Advanced studies.

1. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Design
for
Growth
and
Prosperity
Recommenda@ons
of
the
European
Design
Leadership
Board
August
28
2013,
Helsinki
Tapio
Koskinen,
Aalto
University

2. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Europe
2020
Flagship
Ini@a@ve
Innova@on
Union
THE COMMITMENT

3. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
The
European
Design
Innova@on
Ini@a@ve
(EDII)
Design
as
a
key
discipline
and
ac@vity
to
bring
ideas
to
the
market
has
been
recognized
in
the
Innova&on
Union
–
Europe's
2020
flagship
ini&a&ve.
In
line
with
the
commitment
taken
in
the
Innova@on
Union,
the
European
Commission
launched
in
2011
the
European
Design
Innova@on
Ini@a@ve
to
exploit
the
full
poten@al
of
design
for
innova@on
and
to
reinforce
the
link
between
design,
innova@on
and
compe@@veness.
The
goal
of
the
ini@a@ve
is
to:
• raise
the
awareness
of
design
as
a
driver
of
innova&on
in
Europe
• enhance
its
role
as
a
key
discipline
to
bring
ideas
to
market
transforming
them
into
user-­‐friendly
and
appealing
products,
processes
or
services
by
enterprises
and
public
services
in
the
EU.

4. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
The
European
Design
Leadership
Board
• was
set
up
by
the
European
Commission
to
make
proposals
to
enhance
the
role
of
design
in
innova@on
policy
• 15
experts
from
diverse
backgrounds:
business/industrial
sectors,
higher
educa@on,
design
professional
associa@on,
na@onal
and
regional
agencies,
SMEs’
umbrella
organisa@on…
• worked
on
recommenda@ons
on
value
of
design
for
Europe
2020
strategy

5. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
The
Members
of
the
European
Design
Leadership
Board
Chris@an
Bason
MindLab,
DK
Miklós
Bendzsel
Hungarian
Design
Council,
HU
Giovanni
Antonio
Cocco
ISNART
scpa
-­‐
Is@tuto
Nazionale
Ricerche
Turis@che,
IT
Rachel
Cooper
Lancaster
University,
UK
Deborah
Dawton
DBA
-­‐
Design
Business
Associa@on,
UK
Olli-­‐Pekka
Kallasvuo
Chair
of
the
Delega@on
for
World
Design
Capital
2012,
FI
Andrej
Kupetz
German
Design
Council,
DE
Stefano
Marzano
Electrolux,
SE
Isabel
Roig
BCD
-­‐
Barcelona
Design
Centre,
ES
Klemens
Rossnagel
Audi/Volkswagen
Konzern
Design,
DE
Andrea
Siodmok
Technology
Strategy
Board,
UK
Livia
Tirone
Tirone
Nunes
S.A.,
PT
Gerin
Trautenberger
Microgiants
Industrial
Design
GmbH,
AT
Roberto
Vergan@
Politecnico
di
Milano,
IT
Thierry
Wasser
Guerlain,
FR

6. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
E U R O P E A N
D E S I G N
L E A D E R S H I P
B O A R D

7. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
EDII
Secretariat
hosted
by
Aalto
University
• Assists
European
Commission
in
the
establishment
of
the
Leadership
Board
• Assists
the
European
Commission
and
the
LB
in
the
establishment,
development,
running
and
promo@on
of
the
European
Design
Innova@on
Ini@a@ve,
notably
by
providing
secretarial
services
to
the
LB
and
by
ac@ng
as
coordinator,
promoter
and
animator
of
the
EDII
• Organizes
events,
such
as
the
mee@ngs
of
the
LB
and
European
Design
Innova@on
Summit
• Ensures
communica@on
and
dissemina@on
of
informa@on
concerning
the
EDII
and
its
LB

8. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Co-­‐Design
Policy
Workshop
Brussels
March
21st
2012

9. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Report
of
the
Design
Leadership
Board
Based
on
• The
contribu@ons
of
the
LB
members
• The
outcomes
of
the
Co-­‐Design
workshop
Delivered
to
the
vice
president
of
the
European
Commission
in
September
2012

10. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Design
is
connected
to
cultural,
social
and
economical
values

11. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
Future
of
design
in
European
Innova@on
System
• Strategic
use
of
design
in
all
sectors
of
the
society
contributes
to
user-­‐driven
innova@on
for
the
benefit
of
the
ci@zens
• In
business
sector,
design
is
playing
a
key
role
in
enterprises’
strategy
as
an
intangible
asset
for
innova@ve
companies,
growth
and
jobs
• In
public
sector,
design
is
contribu@ng
to
user-­‐centred,
innova@ve
and
cost-­‐efficient
services;
it
also
offers
innova@ve
solu@ons
to
policy-­‐making
processes
in
solving
complex
issues

12. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
The
six
strategic
areas
for
design
ac@on

13. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA1:
Differen@a@ng
European
design
on
the
global
stage
1. Iden@fy
and
strengthen
exis@ng
‘European
Centres
of
Design
Excellence’
in
business
and
industry
and
provide
means
for
those
to
collaborate
in
open
networks
that
drive
innova@on
into
Europe’s
whole
industrial
ecosystem.
2. Promote
the
increased
use
of
design
in
European
industry
to
encourage
synergies
in
support
of
economic
growth,
environmental
regenera@on,
and
the
raising
of
social
and
emo@onal
value,
whilst
respec@ng
the
need
for
renewable
and
endogenous
resources.
3. Set
up
a
specific
EU
Tribunal
/Court
for
European
IP
cases
and
promote
and
increase
the
training
of
judges
in
na@onal
courts,
in
rela@on
to
the
protec@on
of
Intellectual
Property
Rights
in
the
physical
world
and
online.
The
inten@on
is
to
work
towards
zero
tolerance
of
infringement.
This
requires
legisla@ve
revision,
through
the
inclusion
of
a
‘Duty
of
Care’
for
shared
responsibili@es
on
IPR
protec@on
across
the
digital
value
chain.
4. Create
a
‘Designed
in
the
European
Union’
label
in
connec@on
with
the
European
ECOLABEL
to
s@mulate
the
export
of
design
services.
The
inten@on
is
to
make
the
protec@on
and
enforcement
of
European
design
and
innova@on
more
effec@ve
and
accessible,
whilst
at
the
same
@me
raising
the
bar
on
expecta@ons
and
associa@ng
excellence
with
sustainability.

14. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA
2:
Posi@oning
design
within
the
European
innova@on
system
5. Con@nue
to
support
and
expand
the
work
needed
to
develop
more
effec@ve
and
reliable
methods
for
measuring
the
impact
of
investment
in
design
on
growth
and
social
well-­‐being,
at
the
micro
and
macro
levels,
and
include
these
within
European
innova@on
sta@s@cs.
6. Enforce
the
implementa@on
of
the
current
NACE
Code
74:10
for
Specialised
Design
Ac@vi@es
by
all
Member
States
and
ensure
upda@ng
as
necessary
for
benchmarking
and
compara@ve
analysis
across
member
states.
7. Include
design
within
innova@on
and
business
incubators
and
their
networks.
8. Create
guidelines,
codes
of
prac@ce,
legal
frameworks
and
experimental
spaces
to
promote
the
use
of
Open
Design.
9. Develop
a
European
policy
that
ensures
a
more
sophis@cated
approach
to
the
public
procurement
of
innova@ve
solu@ons
through
the
recogni@on,
inclusion
and
implementa@on
of
design
as
a
driver
of
user-­‐centred
innova@on.
10. Improve
access
to
design
management
exper@se
and
tools
for
companies
across
Europe
to
support
the
uptake
and
integra@on
of
design
and
design
management
as
a
strategic
tool
for
growth.

15. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA3:
Design
for
innova@ve
and
compe@@ve
enterprises
11. Establish
a
pan-­‐European
design
leadership
programme
that
ensures
Europe’s
next
genera@on
of
large
companies
have
at
their
top,
leaders
who
are
design
aware
and
more
inclined
to
make
bejer
use
of
design.
12. Develop
programmes
that
support
European
medium-­‐sized
companies
with
ambi@ons
to
grow
into
large
design-­‐led
companies
through
design
innova@on.
13. Establish
mechanisms
whereby
design
knowledge
and
best-­‐prac@ce
transfer
can
be
more
effec@vely
enabled
between
large,
design-­‐led
companies,
academia
and
SMEs.
14. Strengthen
design
innova@on
in
SMEs
through
taking
into
account
the
specific
needs
of
SME’s
within
EU
programmes
such
as
Horizon
2020
and
improve
their
access
to
member
state
level
programmes.
15. Recognise
and
value
appren@ceships
and
voca@onal
training
for
genera@ng
world-­‐class
specialist
and
skilled
craks-­‐people
in
tradi@onal
and
emerging
sectors
with
an
increased
awareness
of
design,
as
a
driver
of
growth
and
job
crea@on.

16. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA4:
Design
for
an
innova@ve
public
sector
and
for
society
16. Increase
the
use
of
design/designers
in
public
sector
innova@on:
ü Through
establishing
a
Design
Lab
within
the
Commission
to
run
small-­‐scale
demonstra@on
projects
showing
the
value
of
design-­‐led
public
sector
innova@on.
ü Through
suppor@ng
designers’
greater
involvement
in
‘living
labs’
where
social
innova@on
and
public
services
are
cri@cal
challenges.
ü Through
exploi@ng
the
poten@al
of
the
European
Structural
Funds,
in
par@cular
the
European
Regional
Development
Fund,
on
design
innova@on
for
social
change
across
policy
areas.
17. Build
the
capacity
of
public
sector
administrators
to
use
design
methods
themselves
and
to
procure
design
effec@vely:
ü Through
design
toolkits,
case
studies
and
designers
in
residence
for
EU
ins@tu@ons
and
Member
States
and
regions.
ü Through
developing
a
design
curriculum
for
public
administrators’
educa@on
and
professional
development,
with
ajendant
Master
Classes
in
design
for
effec@ve
policy-­‐
making
and
procurement.

17. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA5:
Posi@oning
design
research
for
the
21st
Century
18. Embed
design
research
in
Europe’s
research
system
in
order
to
create
new
knowledge
that
will
enhance
innova@on
whilst
in
parallel
evalua@ng,
on
an
on-­‐going
basis,
the
value
of
design
in
the
Horizon
2020
programme:
ü Through
including
design
researchers
in
cross-­‐sectoral,
mul@-­‐
disciplinary
research
programmes
addressing
global
challenges
such
as
climate
change,
food
security
and
health
and
well-­‐being.
ü Through
funding
the
evalua@on
and
communica@on
of
the
value
of
design
in
the
Horizon
2020
Programme.
19. Create
a
European
network
on
design
research
at
the
European
level
to
foster
greater
exchange
amongst
diverse
actors
and
to
encourage
and
enhance
research
that
supports
European
design
innova@on
capacity.

18. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
SDA6:
Design
competencies
for
the
21st
Century
20. Raise
the
level
of
design
literacy
for
all
the
ci@zens
of
Europe
by
fostering
a
culture
of
design
learning
for
all
at
every
level
of
the
educa@on
system.
21. Encourage
Member
States
to
support
the
development
of
design
competencies
for
the
21st
century:
ü Through
embedding
the
strategic
role
of
design
across
disciplines
in
higher
educa@on
ü Through
strengthening
con@nuing
professional
development
programmes
for
design
professionals.
ü Through
embedding
design
in
the
training
of
appren@ces.

19. SDA1
global
SDA2
innovation
SDA3
enterprise
SDA4
public
SDA5
research
SDA6
learning
IDEALL +++ +++ ++ ++ + +
SEE
Platform
- +++ + ++ + +
€DESIGN - +++ - - - -
DeEP - +++ +++ - - -
EHDM - - ++ +++ - +
REDI + - +++ + - -
The six on-going projects.
http://ec.europa.eu/enterprise/policies/innovation/policy/design-creativity/index_en.htm

21. NEXT: Call for proposals for European
Design Innovation Platform
The objective of this call for proposals is to accelerate the take-up of
design in innovation policies at European, national and regional levels
and to promote the increased use of design in European industry as
well as in the public sector to promote value creation,
competitiveness and efficient use of resource. A special emphasis is put
on closing the divide between the advanced regions and those lagging
behind in applying design-driven innovation.
This call for proposals invites applicants to plan and implement a coherent
set of actions to boost the adoption of design in innovation policies and to
support the creation of capacity and competencies necessary to deliver
these policies. This set of actions will be called the European Design
Innovation Platform, and fall under the framework of the forthcoming
Action Plan for Design-Driven Innovation.
9.9.2013
Laitoksen nimi
21

22. Background
ü Innovation Union Europe's 2020 flagship initiative (2010)
ü Design for Growth & Prosperity (Sept 2012)
ü Industrial Policy Communication Update (Oct 2012)
ü Action Plan for Design-Driven Innovation (TBC 2013)
1) promoting the understanding of design's impact in innovation,
2) promoting design-driven innovation in industries to strengthen Europe’s
competitiveness and
3) promoting the increased adoption of design to drive renewal in public sector.
9.9.2013
Laitoksen nimi
22

23. Transforming recommendations
to practice
9.9.2013
23

24. … views and thoughts
In global economy goods and intangible works move between
continents, cultures and countries.
The concept of intellectual property is highly dependent of
culture and values.
Legal frameworks are not effective tools for changing values.
What if we stopped protecting IPR?
9.9.2013
Laitoksen nimi
24

25. … views and thoughts
The role of a designer is changing (Mattelmäki)
• The designer is not the one who creates the final output. He will
define the framework, and facilitate the process where users and
stakeholders define the solution.
How do you copy that?
9.9.2013
Laitoksen nimi
25

26. Socio-Economic Framework for
Design–Driven Innovation
Citizen Private Public
Institutions
Flow of design
ecosystem services
Design ecosystem
Design ecosystem
support
Organizations Design awareness
Lean Start ups with
fluid business models
Collective action
Individual /
Small group
Demanding user
Entrepreneurial
discovery
Deep democracy

30. … views and thoughts
Co-design and participatory process call for a social
environment with low power distance and mutual trust…
9.9.2013
Laitoksen nimi
30

32. E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
europeandesigninnova@on.eu