25th, 26th & 27th April of 2012 at ESDi Campus (Sabadell) BOOK OF ABSTRACTS Organizers BOOK OF ABSTRACTS 2 3 25th, 26th & 27th April of 2012 at ESDi Campus (Sabadell) BOOK OF © texts & images: the authors Coordination: Llorenç Guilera, Isona Ten & Carlos Jiménez ABSTRACTS Translation: Isona Ten, Miriam Millán, Luís Calvo, Elisabeth Flores & Enityaset Rodriguez Graphic design and layout: Albert Cano, Astrid Alonso & Bibiana Casassas Recorded by: Difusió i gestió gràfica C/ Huelva, 6 Pc, Empresarial Cornellà Nord 08940 Cornellà - BCN ISBN: 978-84-936165-6-4 Organizers D.L.: B. 1493214932-2012 FUNDIT Sabadell, April 2012 4 5 Honor committee PRESIDENT Andreu Mas Colell Minister of Economy and Knowledge of Generalitat de Catalunya VICE Esther Giménez-Salinas: Rector of Ramon Llull University. Josep Bombardó: President of FUNDIT. Manuel Bustos: Mayor of Sabadell. MEMBERS (in alphabetical order) Antoni Maria Brunet Berch: President of the Cambra de Comerç de Sabadell. Joan Planes & Vila: President of Fluidra. Joan Torres & Carol: President of Associació d’Enginyers Industrials de Catalunya. Josep Casas i Bedós: President of the Gremi de Fabricants de Sabadell. Josep Maria Garrell i Guiu: Vice Chancellor of Política Universitària i Secretari General in Ramon Llull University (URL). Josep Maria Martorell i Rodon: General Director of Research of Generalitat de Catalunya. Josep Maria Recasens i Soriano: General Director of Comerç CCAM of Generalitat de Catalunya Josep Maria Tost i Borràs: Director of Agència de Residus de Catalunya Josep Oliu i Creus: President of Banc de Sabadell. Josep Piqué & Camps: President of PANGEA 21 Consultora Internacional. Lluís Comellas Riera: Vice Chancellor of Research and Innovation in Ramon Llull University (URL). Miquel Espinet Mestre: President of FAD. Golden Sponsors Pau Herrera: President of BCD. Pere Pardo i Sabartés: Director of Fundació Institució Catalana de Suport a la Recerca Xavier Bigatà i Ribé: President of the Grup CASSA of Sabadell. 7 Program commitee CHAIRMAN Uli Marchsteiner: industrial designer. Summary MEMBERS (in alphabetical order) Albert Esplugues: Director of the Innovation Center in Business 10 About the Congress 11 FUNDIT & ESDi: The commitment work 12 Welcome to the 2nd CIDIC 13 Keynote speakers 14 Nani Marquina 15 Quim Larrea 16 Robert Punkenhofer Technology Institute, ICTA, of the UAB. 17 Josep Congost Jordi Montaña: head of departament of Design Management 18 Norberto Chaves Josep Pallarès: member of ROCA enterprise. 21 Abstracts Llorenç Guilera: Director of the Theory & Developement Area in ESDi. 23 New technologies 33 Design Thinking SECRETARY 43 Design as a factor of competitiveness Gemma Gómez: professor in ESDi. 55 Ecodesign 63 Local development 73 Design for all 81 Pedagogical challenges in design 91 Branding 97 Design of interfaces and of interactiveness Productivity of Microsoft. Alberto Sanfeliu: Director of Informatics & Robotics Institute (IRI) of the UPC. Felipe César Londoño: Dean of Art’s Faculty in Caldas University, Colombia. Francesc Aragall: President of “Disseny for All Foundation”, DfA. Isabel Roig: General Director of “Barcelona Centre de Disseny”, BCD. Javier Nieto: designer, President of Santa & Cole brand. Jesús Martinez-Pujalte: President of the Excecutive Council of FUNDIT-ESDi. Joan Rieradevall: member of the Science and Environmental of ESADE. Organizing commitee Director: Llorenç Guilera. Coordinators: Isona Ten & Carlos Jiménez. Arts designer: Albert Cano, Astrid Alonso & Bibiana Casassas. Communication: Miriam Millán, Lourdes Baeza & Xavier Lladó. Collaborators: Luis Calvo & Elisabeth Flores. Audiovisuals: Elizabeth Ferrándiz, Mireia Feliu & Cecilia Górriz. Logístics: Salvador Limonero, Toni González & Juan Martín. 8 9 About the Congress FUNDIT & ESDi: The commitment work When an institution like ours organizes an international conference, it is to secure the presence of experts from around the world, to share views in real live, experiences, successes and knowhow. From the hand of employers in the textile sector, led by the Manufacturers Association of Sabadell, in March 1989 arose the Textile Design Foundation (FUNDIT), few months after was created the School of Design ESDi for the purpose of training design professionals in a university as it happened with the most advanced countries of Europe and America. Designers with a high capacity for observation and tests, capable to put their creative abilities in the service of economic and social development in a world that draws on the horizon even more open, multipolar and highly competitive. Design studies that were fully light in September 1992 due to the association agreement with the Ramon Llull University (URL). For the first time, there were design studies in Spain. Some pioneering studies in the country that marked the culture and values of ESDi, it explains that in 2008 ESDi would again be the first pioneer center in Spain teaching design in all disciplines, the Official Undergraduated University Degree in accordance with the guidelines established by the European Higher Education Area (EHEA). Today, many market analysts have diagnosed to trust in design as a great way to break the economic and financial stagnation where many countries (including Spain) have fallen. It is not the only way, of course, but it is one of the most important. Everyone knows that companies need to become more competitive. There are many factors that increase the competitiveness of a company: improving productivity, reducing production costs (highly frequented in our country in recent times), better funding, better marketing, growing exports, etc. Nevertheless, where all the experts agree on is that the substantial improvement in competitiveness comes from innovation. And innovation needs design just as a plant needs water. Because of that, this 2nd edition of the International Design and Innovation of Catalonia Congress has chosen the motto: “design: driver of competitiveness.” We are aware that several thematic lines converge towards this great theme and we have held them open to provide a multifaceted view of the fundamental objective we are seeking: that attendees of all kinds (design professionals, entrepreneurs, public administration members, design researchers, teachers and students) get to enrich their personal knowledge about the close ties that have always existed and will always exist between competitiveness, innovation and design. Llorenç Guilera Director of the Organizing Comitee 10 Since the birth of FUNDIT, thus ESDi, the importance of design has increased significantly, designers of today are needed in all business organization that wants to compete with innovative products, quality, and put the technical and scientific progress to the service of human development. The design is not only an aesthetic value, is an essential and strategic value that requires us to have a look exogenous for integrate fully into productive activities, all working methodically and with scientific rigor. Designers can not work alone. They require synergistic work with other professionals (using the scientific method and sharing the knowledge) and they need to know how to work closely with to enable the continuous flow of research, development and innovation. It is in this context that emerged from our Foundation and ESDi, the 2nd International 11 Congress of Design and Innovation in Catalonia to be held on 25th, 26th and 27th April 2012 at ESDi campus, under the slogan “The design: motor of the competitiveness.” A Congress that will help to boost R+D+i activities in design and innovation as a way to improve competitiveness in international markets. Some objectives will meet giving the quality of presentations and rigor of the papers being presented, and central papers issued by internationally renowned professionals. 81 papers written by 141 researchers and professionals from 12 countries: Germany, Argentina, Brazil, Chile, Colombia, Canada, England, Italy, Mexico, Turkey , Portugal and Spain To all of them attendees who have completed the registration, and the thousands that will follow the result of the congress through telematic networks, the gratitude of our foundation, because the wealth of ideas that bring their papers make us look forward to the horizon and bring light to issues and problems world faces on it’s way towards the future. In this gratitude we can not forget the professionals who daily make possible ESDi, their students, the thousands of designers who have trained at ESDi, the businesses and institutions taking part in activities, ultimately those who make possible co-operation to compete in an increasingly global and more challenging world, and they know that the design working symbolically with technical and scientific progress is the engine of innovation and social progress. Josep Bombardó President of FUNDIT and ESDi Welcome to the 2nd Congress of Design and Innovation of Catalonia! Innovate in order to compete – that’s how we could resume the formula we follow when we design. We know that a properly canalized creativity can stimulate the increase of sales and a position in the market. However, we keep taking about innovation and competition from the point of view of an economic system in deep identity crisis and with an undeniable necessity of change. While the predictions of the experts are still contradicting themselves about the future of our country, in Europe the most distinctive value will be charged on the creative professions. For the modern industrial times of the XX century “innovating” meant creating something completely new, revolutionary.Today, the value of innovation does not lie in this “clean slate”, but in humanizing the technology, recuperating qualities and defining products because of their effective durability and vital cycle. Which are the qualities a product must have in order to be more competitive in the future markets? What role should design and creativity play in the definition of new industries in Europe? Both questions are interesting for debate and answer. I wish that in this congress we could define some lines of thought that contribute trustworthy data about how to understand innovation and competition in years to come. Uli Marchsteiner Chairman KEYNOTE SPEAKERS 12 13 Quim Larrea Nani Marquina Design and craftwork: an innovative binomial The trajectory of Nanimarquina is based in a lucid idea: to design carpets. A simple sentence, a clear declaration of intentions that becomes real bringing to play values like observation, innovation, communication, emotions and the knowledge of updating traditional craftwork. For 25 years, design and craftsmanship has been the main values of Nanimarquina as a Catalan textile company, concepts that have achieved the creation of a trademark and a world competitive product. Biography Identity, emotion and function The free circulation -or we should say traffic- of products, materials, people and capital is building an unstressed regular world, in which coincidences are extremely hateful. It is easy to find the same Italian, Japanese or American product, conveniently produced in China, in a Moscow avenue or in a mall in Chicago. To this movement of goods a new one has been added: ideas. As a consequence famous European architects set up their buildings in the Far East or creative artists design products for rarely proved needs or unintelligible advertising campaigns. Man is no longer an individual and has become a consumer: although the individual may be specific and localized, the consumer is global, amorphous. If the previous one had rights as a “human being”, this one has them as a “buyer”. Design has fallen into this logic-trap, which seeks as its ultimate goal to offer as many pieces to people to cover a service, instead of promoting the greatest happiness and care for the person who uses a piece. This view is not unique in design. Concerning art, a very descriptive comparison could be built. The Prado Museum needs no introduction: after its recent enlargement, people throng in the entrance to see the pieces of (Barcelona, 1952) Businesswoman and industrial designer. In 1987 she created nanimarquina, a company of her own which focused in the design, editing and distribution of carpets and textile items for the household, considering values like observation, innovation, emotions Biography Architect, designer and journalist, Quim Larrea is a member of FAD (Promotion of Decorative Arts of Barcelona). He was a member in the Editorial Board in The Croquies magazine and co-director of De Diseño Ardi. He has collaborated with several and the ability to bring craft traditions to contemporary times. She has domestic and foreign daily newspapers specialized in architecture won numerous awards during her career: in 2005 she received the and design. Currently he is a member in the Editorial Board of the National Design Award and the Bussiness Management Chamber architectural magazine Waterdroops. Award, in 2008 the National Prize of Culture of the Generalitat de Ca- He has been a commissioner in several design and architectural talunya (in de design mode) and also several nominations in different exhibitions around Europe, Asia and America, he has participated editions of the Príncep Felip Award for Business Excellence. as jury in the national and international design awards. Recently Nani Marquina has received the International Women From 1982 to 1997 he worked in association with the architect Juli Entrepreneurial Award from the Manhattan Chamber of Commerce, Capella. He is the author of various works on architecture, interior and in addition the FIDEM prize to the Entrepreneur Woman 2007. design, editorial design, corporate identity and packaging for From 2006 to 2009 Nani Marquina was president of ADP (Association Spanish, European and American companies and institutions. His of Professional Designers). Today she is also president of RED-AEDE books have won him numerous awards and highlighting just a few (Association of Spanish Design Companies). of them are the Honorable Mention in the National Design Awards in 2000, the Barcelona City Award and the Fad Medal. 14 15 Robert Punkenhofer Josep Congost Creative Industries – Hype and Reality The presentation “Creative Industries – Hype and Reality” gives a brief overview of this hot topic of policy making and business promotion, Austria´s perspective and position within an international context, touches the risks and opportunities on a macro- and microeconomic level and highlights some specific examples and success stories of city, nation and company branding through the means of design and architecture. Roca, Moving Forward The design and innovation have played a very important strategic objectives of Roca, including international expansion has striking exemplar. Roca was the first Spanish company that won the DME (“Managment Design Award”) in the large company category, an award that highlights and recognizes companies that are leaders in managing design and innovation. Roca remains true to its principles, and it still backs the design and innovation, recognizing that they are the most effective tool to be competitive in an increasingly demanding and complex. Therefore, in recent years it has consolidated its “Roca Design Center” and has launched the so-called “Innovation Lab”, center for research and creation of new innovative products. Products that we design today are going to be used for a long period of time. They are not consumable or ephimeral. These products must convey concepts and values in response to a new market equirements and user needs. For “Roca Design Center” these values are not random, but must establish their identity as tangible and recognizable of our product. Biography Biography Robert Punkenhofer, born 1965 in Austria, lives and works in Vienna Design & Innovation Manager en Roca, S.A. and Barcelona. Born in Barcelona, Spain, 1956. In 1995 he became founder and Director of ART&IDEA, an institution Engineer for the Polytechnic University of Barcelona. for contemporary art that has presented more than 100 exhibitions, publications and special projects in Mexico, the US, Spain, Germany, He has been a founding associate and President of the Japan and Austria since its inception, amongst others the visionary Governing Council of Ecotècnia S.Coop (1981-1989) and Mur Island project with Vito Acconci, and a special art edition series for the Director of “Vehicle Design” of NETC-B (Nissan European the leading German weekly Die Zeit. Since 2005 Punkenhofer is artistic Technology Center of Barcelona) (1989-1997). director of Vienna Art Week and in 2008 he conceived and realized Flow “ Festival of Culture and Science in Novi Sad, Serbia. From 1997 redeems his professional activity in Roca Sani- In parallel, from 1994 to 1997 he served as Deputy Trade Commissioner tario SA, and at present he is the Design Manager of its of Austria in Mexico, Cuba and Central America. He then returned to center of design (Roca Design Center & Innovation Lab). Vienna and consulted Casinos Austria International in the field of new project development in Argentina and Brazil. In 1998 he rejoined the Foreign Trade Department of the Austrian Federal Economic Chamber and was posted as Deputy Trade Commissioner in New York and Berlin and since 2010 as Trade Commissioner in Barcelona. 16 17 Norberto Chaves Competitiveness. Price, quality and brand. In a market society in which virtually no one has the monopoly on the market because it has to share with similar companies, and in an essentially market supply, competitiveness is condition sine qua non not only for commercial success but also for survival. Competitiveness is achieved by beating the competition in one or more of the parameters value of the offer: price, quality, service, proximity, accessibility and so on. These parameters are not universally valid for every sector and every market nor are they stable over time, as they vary depending on market developments and the bid itself. Hence, a strategic approach to competitiveness should not contemplate a single aspect (eg price), however strong it is: for a change of scenery can leave the company out of business. A strategic approach to competitiveness must address it fully. Biography Member of R & C Consultants (Barcelona), Corporate Image study expert, consultant companies and institutions in strate- Anyway formula lacks competitiveness, then, by its very concept, is relational: it is competitive with others and in certain context. Competitors and context variables are realities, and thus alter the competitive relationship. gies and programs for identity and communication. He was Head of the Pedagogical Department FADU, UBA. Professor of Theory of Urban Design and Architectural, Social Theory and Semiotics Habitat Architecture, FADU, UBA. Professor of Communication Theory, Image Reading, Theory of Environmental Design and Theory of Graphic Design at the Escola Eina, Barcelona. Visiting Professor at Schools and Colleges of Architecture and Design in Spain, Argentina, Mexico and Cuba. Author of books and articles on his specialty. 18 19 ABSTRACTS 20 21 New technologies in design 22 23 New technologies in design The exhibition design in the context of new media art .................................................................. Susana Aristoy Bolíbar1 1 Escuela Superior de Diseño, Universidad Ramon Lull. Sabadell, España. La Petita Dimensió (LaPetitaD s.l.p.) Barcelona, España email: susana@lapetitadimensio.com The incorporation of digital technologies in art brings new experiences in artistic production and in the process of exhibition. The new media art changes the relationship between the audience and the art work. It’s necessary to re-think about the exhibition space, due to the new media art aspects like interactivity, multiple sensorial experiences, and the new work materiality. The exhibition space, initially a contemplation site, becomes an action place, where the visitor is the user. In this kind of exhibition the audience can touch, ear, test… These specific aspects of new media art and the technological complexity make more difficult its installation, maintenance and conservation, could explain the low presence of new media art in the contemporary museum. I shall deal with more than the technical or management difficulties in new media art exhibition: how to conceptualize the exhibition space into this context. New technologies in design Fashion in the network: a reflection on fashion blogs and their influences on the sector ............................................................... Encarna Ruiz Molina1, Lola Dopico Aneiros1 1 Grupo DX7. Tracker. Laboratorio Visual, Fine Arts Faculty, University of Vigo, Pontevedra, Spain. email: eruiz@prof.esdi.es .................................................................. Biography ............................................................... Susana Aristoy earned her professional degree in Architecture at EtsaB, Universitat Politècnica de Catalunya, in 1999. In 2011, she completed a Master’s degree in the “Curator in new media art” program at Universitat Ramon Llull and has since then begun working on her dissertation which focuses on “exhibition spaces in the context of new media art”. She is Adjunct Professor of Interior Design at ESDI, Universitat Ramon Llull, and together with Filena Di Tommaso, she is cofounder of “La Petita Dimensió,” a practice working at the intersection of urban, exhibit and interior design. Biography Encarna Ruiz Molina (Granada, 1971) has been Director of Academic Coordinator of School of Design, ESDI, which is attached to the Universitat Ramon Llull between 2001 and 2011. She is currently Research Coordinator of the Fashion and Textile Unit of the Center, where she also teaches contemporary sociology and anthropology. In addition, preparing her doctoral thesis in the field of journalism specializing in fashion. The net is full of websites and blog that provide information on various subjects. The great merit of the digital revolution has been the effectiveness with which information is presented to us every time we get a more dynamic and versatile. Social networks and blogs allow us to have greater access to all kinds of information and many personal contacts. The fashion industry are not immune to this new way of promoting their products and to show the latest trends. Many companies in the international arena have launched digital, using the platform extension involving social networks and blogs. In addition, many firms have an online store, where users can shop telematically. These brands also have the support of the leading fashion bloggers to disclose their clothes quickly and efficiently with minimal cost to the entity. The fashion blogs appeared in Spain in 2009 as information dissemination format that emerged from a timid and spontaneous. Were dealing with simple structures in which we wished to simulate the Street Style, street fashion, which triumphed in America. Each blogger hung photos taken yourself or another person in representing individuals who dresses in a very determined. These were accompanied by street looks explanatory text and an author’s opinion. What at first was somewhat naive has become a social phenomenon that is changing the clothing sector and styling. The blogger is now important piece in the complex social puzzle fashion, which are becoming a more important place. Thus, in the last two editions of the Fashion Week in New York, bloggers have figured prominently in the audience that followed the parade of major designers. Now, designers look for trends, which previously were located in the streets of major cities in the network. We are witnessing the transformation of an industry that must adapt new information and promotional methods to advance. And is that blogs bring to the fashion industry with valuable information that allows them to approach the likes of the people on the street and at the same time, see in them a platform for flexible communication, direct and flexible. This article will explain the impact of these blogs have in the clothing sector in Spain, as they and the online stores are now part of our collective imagination. In a time of economic crisis like the current fashion remains a vital engine for the economy, an important social actor and a key factor in intercultural communication. E Internet emerges as the most effective channel in which to move information and have to do business. 24 25 New technologies in design Some social uses of Internet .................................................................. Raquel Pelta Resano1 1 Facultad de Bellas Artes, Universidad de Barcelona, España. email: raquelpelta@gmail.com .................................................................. In this present work we propose which features and functionalities we should consider in the design of social robots according to the “Uncanny Valley” effect. This effect, described in the 70s, argues that when robots have a human appearance and a performance very close to reality, they cause a rejection response between individuals. This effect is reflected in a minimum in the valley of the graphic between social acceptability and the degree of human appearance. This paper presents an overview of the current status of Graphic Design in the information society. It explores the impact that Internet is taking on this discipline. It deals also the social implications of Internet and particularly the creation of virtual communities of designers and their attitudes in front of free software. Biography New technologies in design Localization networked. Creativity committed from new technologies ............................................................... Mireia Feliu Fabra1 1 Escola Superior de Disseny ESDi, Barcelona, Espanya, Departament de Pintura, Facultat de Belles Arts, UB, Barcelona, Espanya email: mfeliu@prof.esdi.es BA in Geography and History, BA in Audiovisual Communication Sciences, PhD in History. Master in Society of Information and Communication. Professor in Design History at the University of Barcelona. Researcher, exhibition curator and writer. ............................................................... Biography Multimedia artist, Professor at ESDi, URL, and a PhD candidate at UB. Awards selection: Institut Ramon Llull Art Grant (2011), Espais Award (2006), New York Foundation for the Arts Fellowship (2005), Fundació ”la Caixa” (2001), etc. Solo Shows selection: Oranim New Media Gallery (Israel, 2011),Centre d’Art Cal Massó (Reus,2010), Safia Gallery (Barcelona, 2010). 26 With the effects of the image mechanical reproduction announced by Walter Benjamin, plus the emergence of the first portable cameras in 1884-88, and the subsequent popularization of their use especially from the twentieth century, the representation of reality that had been reserved for professional artists, became more and more democratic. The next step in the proliferation and immediacy of the photographic representation was the moving image. The first Super-8 cameras began to be used by a greater number of people to shoot their family scenes. New technologies, therefore, from the first reflex cameras until the recent iPhone, have led to a democratization process of the representation systems. However, artists and designers should think and use this technology in a creative way, so they should be aware of the specific nature of digital language. Artists and designers should go further in their projects than a first admiration for the technique itself. They should look for possible meanings and advantages that the digital language can give, from the rhizomatic structure patterns of communication to the portability of devices. Artists and designers should be aware of digital language and new media cultural and social repercussions. The creative use of new technologies involves much more than chasing an audience growing exponentially though the Internet network. It involves responsibility of managing projects that must be able to reflect the complexity of reality and its multiple voices, from a social, cultural and political commitment towards the territories and their inhabitants. Within the art and the design world, projects as the film Redacted of Brian De Palma, the performances of The Yes Men, and the web channel www.megafone.net of Antoni Abad, are examples of creative uses of new technologies to serve a social engagement. 27 New technologies in design Augmented Reality, the design of our new eyes. A discussion of virtual signage in innovative technologies .................................................................. Ma. Lucila Testi1, Ma. Victoria Paredes2. Docente de Comunicación y Diseño Multimedial y de Taller de Diseño, 1 Directora de las carreras Diseño Gráfico y Visual, y Técnico Superior en Diseño y Producción de Indumentaria Instituto de Estudios Superiores - IES. Santa Fe, Argentina. Docente de Diseño Asistido por Computadora, Comunicación Electrónica y Herramientas Digitales de Comunicación Visual, 2 Directora Tecnicatura en Informática Aplicada a la Gráfica y Animación Digital Facultad de Ingeniería y Ciencias Hídricas, Universidad Nacional del Litoral. FICH – UNL. Santa Fe, Argentina. email: lucilatesti@yahoo.com victoryp.ar@gmail.com .................................................................. Biography Graphic Designer and Architect graduated from FADU UNL/Sta Fe/ ARG. Lucila is Associated Professor of Comuncation and Multimedial Design, and Director of Visual and Graphic Design College at IES/ Sta Fe/ARG. Victoria is Associated Professor of CAD and Digital Tools for Visual Communication, and Director of technician program: Applied Information Technology for Graphic Design and Animation at FICH UNL/Sta Fe/ARG. In this paper we examine the new developments in augmented reality and discuss their possible implications in information design, to finally arrive at an interdisciplinary view of the subject. Communication in the digital age is changing the substance and form of the visual message. Just watching how this reality has changed in the last ten years, and imagining what life will be in ten years, allows us to anticipate the future of information design at the interfaces of different technological supports. This fact and the advances in information technology will achieve substantially merge transforming ways of communicating. Augmented reality is one trend that is dominating the information design. It is constantly updated dynamic interfaces, through various devices that improve the user useful information in real time and space. Thus the info – designner presented by Giu Bonsiepe as a new capability of the design discipline, today must attend not only the new communication media but also the use made of the communication, and involves the concept of Donald Norman, evolving innovative “prestaciones”. Project like those of Microsoft Productivity Future Vision, shown in everyday life the merger of computing - user - design, through emerging technologies such as tables, mobile phone and touchwalls. Projects such as Solar Roadways, Scott and Julie Brusaw replace existing asphalt roads by solar panels, LED technology making roads in dynamic signaling system and self-updating. These experiences are analyzed from the communication design, and from the concepts of syntax, semantics and pragmatics. Looking at the issue from the syntactic aspects, it is questionable whether evidence that the information provided by these means, it is only functional and stripped of all design. If we think of the elements involved, visual design hierarchies exist? From the semantic aspects, leads to subjectivity, and persuasion? This new mode of communication is legible? It is characterized by being both ephemeral as a communication to continue the cycle of information? From the pragmatic, information design delimits the spaces? Gives the objects a readable size? Is the design that mediates between user and space? New technologies in design Exploration in mobile learning, two study proposals: iPad application and web adapted version for mobile devices ............................................................... Irene Manresa Mallol1 1 Dissenyadora web freelance, col·laboradora de la Universitat Oberta de Catalunya, Barcelona, Espanya. email: irene.manresa@gmail.com ............................................................... Biography Freelance User Experience Designer. Working since 2001 in virtual learning environments. Five years collaborating with the Universitat Oberta de Catalunya in the development and management of projects that involve UCD, IA, interaction and graphic design, html and css code and accessibility. In a context where society is becoming increasingly mobile and connected, mobile learning (m-learning) has emerged in recent years, as a natural evolution of e-learning. The challenge in this field is to take advantage of the potential binomial “different research contexts” and “mobile connections” for learning. Within this framework, we present one of the scan lines in m-learning undertaken by the Open University of Catalonia in recent years, and its materialization in two designs of the homepage of the virtual campus for different mobile devices: the web version and a native application adapted for iPad. From the perspective of User Centered Design and based on previous studies about users of the University, we carried out interviews on students who perform tasks related to learning in their own commuting context, as well as ethnographic observations in this context, in order to explore in depth the relationship between commuting and m-learning (understanding this journey as a paradigmatic context in the use of mobile devices). From the analysis of results, we conclude that students perceive commuting as a study context and they plan their study time taking this into account . The only difference is the tasks and devices that can be used in each context. From this study, two application scenarios have been made for mobile learning that have helped in the development of, among others, the two proposals presented in this article. Each proposal aims to meet very different needs within the learning cycle; the features of the devices and the choice between Application or Web have also been decisive factors in the conceptualization and design of the two options. Both applications are open to UOC users and how they have welcomed them will determine the success of the decisions taken In conclusion, the issue of correct information design is of vital importance. If the design is poor makes the signal loses its functionality. The inappropriate design of a signal, could void the signal itself. Hence the importance of such debates, proposing a careful analysis of how we perceive the space and the real structures by sign designers and guidance systems, which must respond from their developments, the need for signaling can be read without speaking the local language to mediate between the user and achieving optimum space orientation experience, where the visual precedence over the verbal The design of information design, it is a multifaceted task, involving interdisciplinary working groups: computer, designers, planners and manufacturers. Where all try to achieve an integrated reading of space, substantially changing the positioning of the user interaction in the environment. 28 29 New technologies in design The New Reality of Packaging Design: Applying New Virtualization Technologies to Innovate and Expedite the Design Cycle .................................................................. Vicenç Marco1 Vicenç Marco Design, Barcelona, España 1 email: vicenc.marco@vicencmarcodesign.com .................................................................. In the current economy, integrating virtual technologies in the creation of Packaging Design represents the most effective means to redefine, improve, and monetise its practice. Engaging designers to create using virtual tools will increase their contribution within the Spanish economic system through a compact and more efficient creative process (“Stream-lined Virtual Design Process”). The integration of this technology will impact the manufacture and design cycle improving 3 fundamental aspects: strategy, creation and front–end implementation. New technologies in design The anti Photoshop laws. Dilemmas of photo retouching in the area of advertising design Significant time and cost reductions, error-proof designs, virtual prototypes, and hiperrealistic imagery of products are among the benefits resulting from this innovative practice that is also profitable at a crucial moment for society. The reach of evolving and improving a work method which impacts businesses, industrial producers and designers goes beyond the search of excellence per se. It fuels the designers´ creativity allowing for further exploration of ideas, enables the decision-making process for brand owners and reduces resource investment. The method favors the verification of designs prior to production which guarantees an optimal finished product and a 100% feasible industrial production. Adopting virtual simulations as an aide to design packaging and virtual retail environments as a new standard in the industry helps designers materialize rather complex ideas. Advancing the good practice of design locally and contributing to the internationalization process of Spanish brands willing to become design led innovators. Biography ............................................................... Dr. Ricardo Guixà Frutos1 1 Escola Superior de Disseny,URLL, Sabadell, Facultad de Bellas Artes Sant Jordi, UB, Barcelona, España. 1 email: rguixa@prof.esdi.es rguixa@ub.edu ............................................................... Biography Vicenç Marco is CEO & Creative Director at Vicenç Marco Design in Barcelona since 1991. He is known as a pioneer in Spain for implementing virtual simulation tools in Packaging Design. His innovative work includes the bespoke creation of Virtual Stores and POP campaigns to help brands gain consumer insights. Ricardo Guixà has a doctorate in image from the University of Barcelona, teaches photography at ESDI (URLL) and in the Faculty of Arts (UB). Photographer and researcher, has developed his theoretical and artistic work in the field of epistemology of the photographic, specializing in their interaccions with science, desing and art. This paper is a study on the impact that the digital revolution has had on the uses and applications of photography in society and its ethical implications in the field of design. Starting from a detailed analysis of the changes that have involved the change of analogical support (chemical) to digital (numeric), the keys that allow understand the rise of photography in contemporary culture and, more specifically, in the expanded field applied design are decrypted . It is a proven fact by the main ideologists of the image that this new technological evolution of photography is more than just another change of the photosensitive material, since it involves a change of visual paradigm ontological character redefining the very essence of the medium. Postphotography replaces the photography marked by a series of revolutionary transformations. First, the digitization process which greatly facilitates the manipulation of the photographic image, offering the mass a real chance to alter the visual content quickly and easily by changing the relationship between the products of the camera and the reality inherited from the nineteenth century. On the other hand, the dematerialisation of the light -image starting from its translation into the binary system provides immediate and universal access to society through digital information networks, causing an exponential increase in social presence at all levels reaching saturation point, and thus becoming the predominant method for generating images in the XXI century. This democratization of photography leads a revaluation of the medium as a cultural device, and at the same time it acquires a new recreational value, in which the image produced by the camera extends its memory repository status to acquire a communicative dimension which amplifies the social impact of wide and massive spread afforded by the Internet. Design professionals, particularly in the specific field of graphics advertising, as main actors of audio-visual culture, assimilate this novelties being aware of the strategic importance assumed by photography in the popular imagery, in a technological society, which is permanentlyconnected and receiving the information in real time. These circumstances, in broad sectors of society arises critical awareness of the limits of photographic manipulation, posing ethical dilemmas, especially with everything related to the body image that is transmitted by advertising. The digital editing software, Photoshop, as standard of the medium, becomes the scapegoat of this social movement against excessive retouching. In the postphotography era the designer assumes the role of images producer, global and multimedia, phagocytizing the products of the camera their cognitive status is finally removed. Photography redefines itself until you reach a new epistemological condition, which forces reconsider its use and the moral implications associated with their handling. 30 31 Design thinking 32 33 Design thinking Design- Towards a creative industry for the latinamerican reality ............................................................... Dra. Alejandra Elena Marinaro1, DG. Romina Alicia Flores1. Escuela de Comunicación y Diseño Multimedial. Universidad Maimónides – Buenos Aires, Argentina. 1 email: marinaro.alejandra@maimonides.edu flores.romina@maimonides.edu ............................................................... Biography Alejandra Elena Marinaro (44) got her MBA degree from Salvador University (Argentina) and Deusto University (Spain). She is academyc Secretary at Maimonides University. Director of the International Business School and the Communication and Multimedia Design School at the same University. Founder and member of the collective art group “Proyecto Untitled”.Evaluator designated by the National Commission for University Evaluation and Accreditation of Argentina for postgraduate programs. Nowadays, Latin America shows a very uneven distribution of technology resources: the gap between those who have access and those who cannot access technology is ever growing; this leads to “technology illiteracy” that produces job marginalization and educational inequity. The duty of educators and politicians is to find new policies and programs that should include creative industries such as designing, together with the teaching of new technologies to make it possible for a greater portion of the population to have access to this knowledge, which will enable it to be included in the job market. This would lead to a greater social and cultural impact in the region. This type of training also means that the language of the educators will change. It is, at the same time both, continuity and separation from an essentially verbal teaching tradition, centered in the teacher as the main actor towards a new multi-linguistic and multi-media and multidisciplinary conception oriented towards the learning activities of the student. Within this context and due to the challenges posed by our goals to transform Multimedia Design into an important creative industry in our region, we created “Project Untitled” at Universidad Maimonides. This is an artistic collective undertaking that includes teachers, directors, and students of the School of Multimedia Communication and Design, together with a group of artists, curators, biologists, and engineers, among others, that we invite to work with whenever it is possible. Our goal has been, since its inception, to be mediators or links among the fields of education, arts, science, and society by means of interactive design. “Untitled” is a pedagogic, artistic and technology Project, which originated as a response to the need to optimize the quality of education in the local scene. Teaching strategies as the one we describe are generally not present in Latin America and we have adopted them to enable our students and graduates to become as competitive as possible for the job market. Since its creation, this Project has been present with its avant-garde artistic production in many art and design spaces. This Collective Project has been able to find artistic solutions to challenges that are a mixture between the arts and technology by approaching them from the design, public art, bioart, robotics, interactivity, and video games points of view, among others. Furthermore, it was devised as a system that links education with work and experimentation. Naturally, this will have a strong repercussion on the entire society. Design thinking Understanding organizations from the cultural perspective. Elements for a model of corporate identity design based upon human values .................................................................. Fabián Taranto1 1 Doctorado en Investigación en Diseño, UB, Barcelona, España, This paper deals with the study of organizational culture from the corporate identity design. The key objective is to raise awareness about the importance that has a deep knowledge about the organizational culture and its impact in the design process of corporate identity design when human values are considered. To introduce the topic, the concept of organizational culture is reviewed comparing two seminal models: Deal and Kennedy (Corporate Cultures, 1982) as it is the first of its kind and Edgar Schein (Organizational Culture and Leadership, 1992) as it is one of the most prominent work in the field and a model that is both used to study organizational culture and to manage cultural change. I also outlines a cultural change model considering some aspects of human-centred design, taking advantage of the role of corporate identity design as a learning process. Finally, a case of corporate identity design is discussed where several research methods proposed in this article were used and where the visual identity has been constructed upon the values of the organization. Escuela Superior de Diseño ESDI (Universidad Ramon Llull), Sabadell, España. email: fabian@ftdesignlab.com .................................................................. Biography Fabián Taranto has a degree in Graphic Design from the Faculty of Architecture, Design and Urban Planning at the University of Buenos Aires. He has a Master’s degree on Creation and Design for Interactive Systems from MECAD-ESDI and is a PhD candidate at University of Barcelona, program Research in Design. The goal of this Project is to cooperate with learning paradigms in order to reach the quality that a true society of knowledge needs. Education is fundamental for the development of any nation, including the “periphery countries”, which can contribute a different point of view, and which, in this sense, can offer wider possibilities, precisely because these countries have the “critical distance” that, probably, core countries are short of. 34 35 Design thinking Application of the Systemic to Concurrent Design Model with sustainable concepts for design a “Vertical garden indoors” ............................................................... Julio Cesar Rivera Pedroza1, Bernabé Hernandis Ortuño2 1 Diseñador Industrial; Universidad Nacional de Colombia, Palmira. Estudiante de Máster Universitario en Ingeniería del Diseño (actualmente); Universidad Politécnica de Valencia, España. 2 Doctor, Coordinador del Programa de Doctorado Diseño, Fabricación y Gestión de Proyectos Industriales, Subdirector del DIG; Universidad Politécnica de Valencia, España. email: juceriv@hotmail.com juriped@masters.upv.es bhernandis @ degi.upv.es ............................................................... Biography Born in Cali in 1979, Julio Rivera is an industrial designer at the National University of Colombia, has a Masters in Design Management and New Product Development. Has designed for POP design firms and contemporary handicraft and has been design adviser in other projects. The application of methodologies for product development and design concepts are now widely recognized, because it is necessary to follow a methodical process to generate new products or concepts, which varies according to the complexity of the project. The purpose of this research is the study of methodologies and tools for product design, taking into account the implementation of eco-design principles and sustainability criteria, and with this, identify which are the most important factors in the conceptual design of a product. This work is based on the analysis of concurrent design methodology, considering the stages of the model and their respective phases, with the use of systemic tools for product development, studying how to apply this methodology to the development of a sustainable product design. Knowing that the methodology considers aspects of eco-design, this paper emphasizes the strategic development of the conceptual phase, in the systemic tools were analyzed as sustainability concepts that facilitate decision making by objectives. The application of research is the development of a system of “Vertical Garden for indoor”, for domestic cultivation of plants (flowers, ornamental or consumption), linking sustainable concepts with the optimal use of resources and nutrients to function. Resulting in a product design, that is ecologically friendly environment. The hypothesis suggests that the generation of new concepts, products and services with a high degree of sustainability is achieved by an analysis in the conceptual phase with specific environmental criteria. To achieve this, the work is based on concurrent design methodology, which since its conception, considers sustainability, like the cycles of materials and energy; seeking a balance between economic levels, ecological, social and productive, beginning with concept development and statement of objectives, and ending with the observation of the stages and their corresponding phases, considering their relations, feedback and comments, which may arise as a result of these. Also, should take into account all components of the methodology, first performing conceptual modeling of the product, and then applying two procedures: first, the conceptual description, consisting of a theoretical and structural analysis; and a detailed description, consisting of a formal and functional analysis. All this considering the components of the basic subsystems (form, function and ergonomics), all focused towards sustainability. Design thinking How to Apply Trends: Examples of CompaniesSilvia .................................................................. Silvia M. Rodríguez Vives1, Mª Giuseppa Casado D’Amato1 Observatorio de Tendencias del Hábitat. Instituto de Tecnología Cerámica, Castellón, España. 1 email: silviarodriguez@itc.uji.es .................................................................. Biography Silvia Rodríguez es responsable del Observatorio de Tendencias del Hábitat en el Instituto de Tecnología Cerámica. Es ingeniera técnica en diseño industrial y ha sido profesora de Diseño Cerámico en la Universitat Jaume I. Es coautora de cuatro publicaciones sobre tendencias: Cuaderno de Tendencias del Hábitat 08/09, CTH 10/11, Nuevas Formas de Habitar y Cómo Aplicar Tendencias. El objetivo de esta ponencia es aportar ciertas pautas y estrategias que sirven de guía para las empresas a la hora de aplicar tendencias en su propia realidad empresarial. Además se presentarán casos de éxito reales de empresas a nivel internacional que han sabido llevar a cabo dichas estrategias y prácticas creativas a nivel de diseño, mercado y comunicación, pero también desde una visión holística de la gerencia de una empresa. En cuanto a diseño se presentarán casos relacionados con la introducción del ecodiseño en los sectores del hábitat, pero también en la innovación centrada en el usuario o la creciente importancia de la cultura de diseño dentro de las empresas a nivel internacional De modo que temas como la sostenibilidad o el valor del diseño se han convertido no solo en valor añadido de los productos, sino en el motor central de algunas empresas. The aim of this paper is to provide some guidelines and strategies useful for implementing trends in the business reality. Also it presents success stories of international companies that have managed to carry out these strategies and creative practices in terms of design, marketing and communication. In terms of design, some success cases are related to the introduction of ecodesign in the industry, but also in user-centre innovation and the growing importance of design culture within companies worldwide Thus issues, such as sustainability or the value of design, has become not only added value for products, but in the central engine of some companies. Currently studying a Masters Degree in Design Engineering at the UPV. 36 37 Design thinking Development of book childrenyougth for the visually impaired, with focus on universal design ............................................................... Dra Ana Paula Perfetto Demarchi1, Dra Cleuza Bittencourt Ribas Fornasier1, Dra Rosane Fonseca de Freitas Martins1 1 Universidade Estadual de Londrina / Brasil Currently organizations in Brazil are searching for tools and processes related to innovation and attentive to the internationalization’s issues of the market; begin to see the design as a strategy for positioning its brand. The strategic design management process based on design thinking represents a shift in the way of doing business and this approach can help the designer way of view to reach different levels in the organization, becoming a tool for the organization’s differentiation. In this context, this article demonstrate a model, nominated as integrated strategic design management (ISDM), that join the process of design created by Jones (1978), with the design process developed by Brown (2009), that determines the subdivisions as spaces, with the funnel of knowledge of Martin (2009), and with the skills of the design thinker. It will be illustrated with a case of the family agriculture developed in the State of Parana, Brazil, where was applied the ISDM model of Demarchi, Fornasier and Martins (2009) developed during a research project at the State University of Londrina. Design thinking Experience in design: challenges and difficulties .................................................................. Aiur Retegi Uria1, Daniel Justel Lozano1, Arantxa González de Heredia López de Sabando1, Amaia Beitia Amondarain1 1 Diseinu Berrikuntza Zentrua, Mondragon Unibertsitatea, ArrasateMondragón, España. email: aretegi@mondragon.edu .................................................................. email: Biography perfeto@sercomtel.com.br I studied industrial design engineering bachelor at Mondragon Unibertsitatea cleuzafornasier@gmail.com rosane@uel.br (Spain) and then went to Netherlands to study an MSc on Integrated Product El Diseño de Experiencias se ha convertido en la última década en una expresión de moda. El ámbito mercantil identificó a principios de siglo en las sociedades económicamente acomodadas una tendencia a estar más interesados en adquisiciones inmateriales (vivencias personales únicas) que en las materiales, como había sido lo habitual en la sociedad postindustrial. La llegada de esta “Sociedad de la Experiencia” implica que lo que hasta ese momento había sido la base de la Economía, es decir, el producto y posteriormente los servicios asociados a ellos, dejarían paso a las Experiencias como poseedoras de valor. Esta visión refleja un profundo cambio en las necesidades de las personas que requiere de un cambio igual de profundo desde la perspectiva del Diseño. Al principio, se identificó la necesidad de diseñar teniendo en cuenta aspectos hedónicos además de los puramente pragmáticos, es decir, la búsqueda del placer. Sin embargo, la distinción entre placeres y gratificaciones hecha desde la perspectiva de la Psicología Positiva aporta un nuevo punto de vista en el debate. Mediante este artículo se pretenden describir las bases fundamentales del Diseño para la Experiencia, sus orígenes y su evolución. A partir de ello, se plantean las diferentes vías de investigación teóricas actuales y se recogen diferentes casos de aplicación práctica en distintos ámbitos. Finalmente, se describen los retos y dificultades que entraña el Diseño para la Experiencia, sentando la base sobre la que Mondragon Unibertsitatea va a trabajar en los próximos años. Design. The academic year 2010‐11 I started working at Mondragon Unibertsitatea as a lecturer. Nowadays I am a PhD candidate in the subject of “Design for Experience” in the same institution. ............................................................... Biography The professor is Designer with a Doctor Degree in Engineering and Knowledge Management by the Federal University of Santa Catarina (UFSC). She is currently adjunct professor at the State University of Londrina (UEL), is also productivity researcher (DTII) by the Brazilian “National Research Council (Cnpq)”. 38 39 Design thinking The Role of Empathic Design in Developing New User Centred Tools & Methods for Chinese Product Design China has a booming economy but an inadequate design infrastructure to serve it, especially in product design education. Previous practices and theory in Chinese product design are no longer adequate to serve the new circumstances of international economic development. Western design experience and Empathic Design Methodology may help China anticipate the new issues of new product development. The aim of the paper is to discuss the importance of Empathic Design in developing effective methodology for Chinese product design based on the pilot study that explores the growth of Chinese product design and the need of Empathic Design from both industry and education. .................................................................. Design thinking The coding of Graphic Design. Rhetoric and Creativity in the Design Process ............................................................... Josep Rom Rodríguez1 Xin Liu , Professor Simon Bolton2, (Gene) Xin Ge3 Grupo de Investigación en Estrategia y Creatividad Publicitarias, España, Facultat de Comunicació Blanquerna, URL, Barcelona, España. 1 DCranfield University, Centre for Competitive Creative Design email: joseprr@blanquerna.url.edu 1 1 2 Cranfield (C4D), Bedfordshire, MK43 0AL, UK, ............................................................... Biography email: x.liu@cranfield.ac.uk Vice Dean of Blanquerna-URL Communication School. Dr. in Advertising and Public Relations. Director of the Research Group on Strategy and Creativity in Advertising. Author of books “Fonaments del Disseny Gràfic” (2005), “Sobre la Direcció d’Art” (2006) i “Llenguatge publicitari” (2007) .................................................................. Biography Xin Ge received Master of Design Innovation and Creativity in Industry from Cranfield University UK. He is currently working as a creative cousaltant at Center for Competitive Creative Design in Cranfield University. His professional interests foucus on Cosumer Insight and Street Fashion Culture in Asian. 40 The methodology of Graphic Design is characterized by the adoption of multiple methods in the structure of the creative process of design. We understand the process and the creation and development of the project and the method and system of organization, whether a method is intuitive, artistic, or regulated, in the sciences. We can apply more than one method in the resolution of a process. The information stage involves document analysis methods, the step of conceptualizing affects creative methods and the stage of configuration requires the use of methods of visual representation. The methods are not technical, are systems of rules that apply to different aspects of work and we adapted to our cognitive peculiarities. The method is not a limitation for creativity. It is an ally in a process that forces us to make decisions and analyze the relevance simultaneously. In this communication, we intend to expand the traditional discourse on the methods of construction of images of graphic design by presenting a model of interpretation and decoding of the key design artifacts in rhetoric. We believe that the codes form a map, a surveying instrument, a guide to delve into the elements that make the design in a language with a symbolic communicative function. A feature that particularly affects the professional field of branding. In the area of design methodology, autors as Llovet, Mukafovsky or Bürdek have referred extensively to the symbolic functions of the design artifacts that refer to the code, the repertoire of signs that sender and receiver share in a cultural context. This cultural context is determined by an imaginary defined by moles, the commonplaces of rhetoric. In this paper, we show how any code can trigger the labor process that transforms the concept of graphic design in a visual discourse. 41 Design as a factor of competitiveness 42 43 Design as a factor of competitiveness Artistic practices [between] gender and technologies This article reports on the research entitled, Pràctiques artístiques [entre] gènere i tecnologies (Artistic Practices [between] technology and gender), carried out by the group of professors, Maia Creus, Tamara Díaz and Inés Martins from the Unitat de Teoria d’Art i el Disseny of ESDI, with the collaboration of the Institut Català de les Dones. ............................................................... The research, based on a feminist and performance studies, focuses on artistic groups currently working in Catalonia and whose practices produce tools and technology sharing, highlighting the social and educational potential of Information Technology and Communication free access when used, consciously and critically, from feminist perspectives assumed. Maia Creus1, Tamara Díaz1, Inés Martins1 1 ESDi-Escola Superior de Disseny, Unitat Departamental de Teoria de l’Art i el Disseny, Sabadell, España. email: mcreus@esdi.es tdiaz@esdi.es imartins@esdi.es ............................................................... Biography Maia Creus has a PhD in Art History by the Universidad de Barcelona. She is member of the Catalonian Critics Association, cultural researcher and independent curator, teacher in ESDiEscuela Superior de Diseño at the Master of New Media Arts (URL). At the present she works in two projects of investigation: Artistic Practices (between) art and gender, and 1946 Matances 1947: Art and politic in the work of Fina Miralles. She is an editorial member in the magazine Quadern de les Idees, les Arts i les Lletres (portal dialnet). The research project was developed as a dual methodological process. This research group has developed a critical review of the three conceptual axes - women, art and technology - around which revolves the present study and, in parallel, has conducted field work directly with groups of selected artists, with the order to meet them within their areas of production, know more about their working methods, theoretical discourse, goals, frustrations and desires. This deployment in parallel was used to develop a group of key concepts that revolve around “free culture” and “culture of access” that, in contrast with the practices and theories of the investigated groups are necessarily to intercepted and reinterpreted. Through various forms of visibility, this study intends to investigate, promote and share these tools, technologies and pedagogies developed by these groups which, by its own dynamics of collective work, as well as the processes of public participation, that emphasize in forms of intercultural and interdisciplinary. 44 Design as a factor of competitiveness Teaching what we know and what we don’t know. The value of uncertainty in the pedagogy of design .................................................................. Nacho Gil González1 Since the mid-twentieth century, uncertainty has turned into a main concept for seemingly distant fields such as physics or psychology. Although it takes roots in much earlier times, its presence is increasingly relevant in our everyday life. But where does uncertainty arise from? Why do we understand it as a threat? And in particular: Is there the need for a pedagogy of uncertainty? Could it apply to design teaching? Which could be the purposes and implications of its adoption? This paper tries to answer these questions and clears space for a teaching and learning of design ready to face uncertainty instead of avoiding it, considers the role of uncertainty as an organizer of both content and teaching practices, and aims to promote an education consistent with contemporary knowledge and circumstances. 1 Área Cultural, BAU Escuela Superior de Diseño, Barcelona, España email: nacho.gil@bau.cat .................................................................. Biography Professor of Expression and communication (Bachelor degree in Design, BAU) and previously professor of Communication, Creativity and Advertising at different universities (UPF, UOC, UVIC, ESERP). Graduated in Journalism (1990) and in Advertising and Public Relations (1992) both at UAB. Postgraduated in Philosophy at UB (1999) and currently PhD candidate in Public Communication at UPF. Since 1992 also works as a journalist, advertiser and graphic designer. 45 Design as a factor of competitiveness Design as locomotive of innovation; Itinerario adñ, an experience in small and medium sized enterprises .................................................................. Menno Veefkind , Angel Palazuelos Puerta2, Belén Hermosa Arroyo1, Xavier Ayneto Gubert1 1 1 Idom, Barcelona, Spain. 2 ENISA, Madrid, Spain. email: menno.veefkind@idom.com .................................................................. During the years 2009 and 2010, 46 small- and medium sized enterprises participated in a programme called “Itinerario adñ, a route to design and innovation” that was offered by the then National Agency for Design and Innovation (DDI), now part of ENISA, the National Enterprise for Innovation, Ministry of Industry, Tourism and Trade. Idom detailed the methodology and helped with its execution. The overall goal of adñ programme was to improve the competitiveness of small and medium sized enterprises (SMEs) through the adoption of design management, design methodology and design practice, as the locomotive of innovation. The paper is directed to innovation policy makers and design professionals who are interested in fostering innovation in SMEs. It aims to share the Itinerario adñ experience and to contribute to the conception and improvement of similar programmes and initiatives. The introduction explains the programme’s design driven “learning by doing” approach, the need for it, and compares it with other approaches to fostering innovation in SMEs. The following sections describe the Itinerario adñ programme in terms of initiative, funding, purpose, specific goals, participants, methodology, results and evaluation. Descriptions of project cases illustrate the functioning of the programme in practise. Overall, the paper shows that chosen approach is a sound way to help SMEs increase their capacity for innovation in a sustainable way, and obtain tangible results at the same time. The authors consider programmes similar to Itinerario adñ a great opportunity for SMEs and design professionals to join forces for innovation. Biography Menno graduated as Industrial Design Engineer at Delft University of Technology, in the Netherlands. He worked as designer, teacher and researcher at MMID design team, Delft University of Technology and ELISAVA. Since 2007 he works at IDOM, in the group that helps clients with studies, projects and programs that foster design and innovation. Design as a factor of competitiveness Identity, emotion and function .................................................................. Quim Larrea1 1 SURGENIA, Centro Tecnológico Andaluz del Diseño. email: comunicación@surgenia.es Córdoba, España, Presidente de Surgenia. .................................................................. Biography Presidente de Surgenia.Arquitecto, diseñador y periodista. Director del estudio Quim Larrea&Associates y autor de obras de arquitectura, interiorismo, diseño industrial e identidad corporativa. The free circulation -or we should say traffic- of products, materials, people and capital is building an unstressed regular world, in which coincidences are extremely hateful. It is easy to find the same Italian, Japanese or American product, conveniently produced in China, in a Moscow avenue or in a mall in Chicago. To this movement of goods a new one has been added: ideas. As a consequence famous European architects set up their buildings in the Far East or creative artists design products for rarely proved needs or unintelligible advertising campaigns. Man is no longer an individual and has become a consumer: although the individual may be specific and localized, the consumer is global, amorphous. If the previous one had rights as a “human being”, this one has them as a “buyer”. Design has fallen into this logic-trap, which seeks as its ultimate goal to offer as many pieces to people to cover a service, instead of promoting the greatest happiness and care for the person who uses a piece. This view is not unique in design. Concerning art, a very descriptive comparison could be built. The Prado Museum needs no introduction: after its recent enlargement, people throng in the entrance to see the pieces of work. The tour lasts three hours, in which the splendid contents are displayed with overflowing generosity. But two things happen. In the first place: nobody can stop the right time in front of each picture to analyze it carefully and admire or dismiss it, according to his preference. And secondly: being in one of the largest art galleries in the world, the public’s mind gets dulled and they fail to appreciate the beauty around them, the individual becomes indifferent: the perfect opposite of the Stendhal’s Syndrome. Toledo is worth a visit, just to see “Count Orgaz’s Burial” in Santo Tomé Church. Although the site hosts some other pieces of art, none equals the canvas by El Greco. It is necessary to go there to see the picture and it is extremely worthy: the composition, colors and conservation of the work of art, the recognition of the characters...The situation, or better the position of the picture in the museum or in the church is radically different. Coming back to design, and to the global saturation effect, we must remember that the star of the project is the man and that we must build it on a diofantic equation. Here is the formula that states the conference: “Design = identity + function + emotion.” “Identity”, which gives substance to the product, identifying it with a certain way of being and doing and with a particular culture. “Function”, the essential link between reality and the human body through ergonomics. And “emotion”, the man’s supreme relationship with the objects which turn into the supports of wishes, hopes, memories and aspirations…The combination of these three concepts is only the will to translate the individual’s holism essence to design: mind, body and soul. 46 47 Design as a factor of competitiveness Design, implicit knowledge and innovation ............................................................... Jaime Franky Rodríguez1 Director ODA. Observatorio de Diseño Aplicado, Universidad Nacional de Colombia. 1 email: jfrankyr@unal.edu.co ............................................................... Biography Director of the “Observatory of Applied Design”-Universidad Nacional de Colombia, professor of the School of Industrial Design in the same university. Independent consultant to several public institutions in the development of design projects. CEO of “AEI Gestión de Diseño Ltda”. Reflection about design revolves in general around design as a way of doing or as a way of thinking. Our research considers design as a sort of knowledge; therefore, as a knowledge which is not incorporated in the forms in which explicit knowledge or scientifically elaborated knowledge is traditionally recorded. In the field of design, knowledge responds primarily to experience; it has a practical sense, it is generated in the interaction and in the search of answers, it has its own transmission and validation channels, and it generates academic communities and communities of practice that are differentiated or that can be differentiated. Exploring the possibility to have of a knowledge produced by the design and, therefore, the domain of design, we have to explore where it can be represented and if there is some kind of “logic” that regulates it. At the beginning, we look at two elements: the project itself and the products resulting from the design. We assume that these two elements contain a tacit or implicit knowledge and that the project, especially in the former one, reproduces and expands itself, thus producing new design knowledge. The reflection is guided by a practical sense: to identify the parameters and guidelines of innovation and competitivity that arise from design. The starting point is to recognize design as an alternative for innovation different from that which is offered by science and technology; we believe this is increasingly understood as such in the world and in modern business field. Recognizing the notion of innovation as putting into social circulation (i.e. in the market) new and original products, we find an affinity with the design. That is just what design brings in the business field. However, it is possible to innovate by looking for an application to the new technological developments, in which case design functions as a converter of the technical and scientific research into commercial technology; or to innovate by using design as a problem solving tool (design in interaction with the user, or user-centered design), in which case design begins to constitute itself as a motor for innovation; or to innovate by exploring brand new situations or by problematizing situations, in which case design aims at radical innovation and can even constitute a milestone in the technological development path. In order to understand design in depth as innovation and thus be able to unfold its full potential, design has to be considered as a way of doing, as a way of thinking and, furthermore, as a way of knowing. To make an articulated review of these three ways, linking them with innovation, is the aim of this research. 48 Design as a factor of competitiveness Innovation through fashion details: The contemporary scene of commodity production is characterized by a strong and constant solicitation of images, products and places that makes complex the process of interpretation and consequently of understanding of themselves. a design model This globalizing uniformity of forms, systems and processes prevents the emergence of local specialties and authenticities, characteristics potentially decisive in the process of value creation. ............................................................... Starting from this framework of analysis, the paper focuses on the field of fashion design, emblematic for its ability to produce senses originated from the intrinsic communicative power of fashion and for its attention to the applied design research. Rossana Gaddi , Anna Sara Zanolla Mancini1 1 1 Dipartimento IN.D.A.CO., Politecnico di Milano, Italy. email: rossana.gaddi@polimi.it anna.zanolla@mail.polimi.it ............................................................... Biography PhD in Design, she works in the Fashion Design Research Unit of INDACO Department at Politecnico di Milano, developing research projects on the creative and productive processes in the Fashion System, with a particular attention to the SMEs and the handicrafts sector. She is involved in education programs since 2008. In the field of fashion design there are virtuous examples where in some cases the design of a detail leds to the creation of a consistent and recognizable visual identity system, that leads the project as Umberto Vattani, president of the Italian Institute for Foreign Trade mantains that “in international competition, as never before, it is the detail that makes the difference”(2009); in others it becomes a codified expertise in which the detail is identified with a technological innovation that becomes a characteristic element of the artifact. Paola Bertola (2010) also asserts that “material, architecture and lastly detail: sewing, hemming, embroidery and trimmings are elements in which creativity and technique, rather than technology, work together to create the uniqueness of products, indeed risk being the truly distinctive elements of a product” and that “attention to and quality of detail (seams, hems, embroidery, decorations, etc.), are still elements that are difficult to reproduce elsewhere” and finally that “it is increasingly through detail that Italian fashion firms differentiate their products and it is also through the recognizability of details that expert consumers purchase and select high quality products”, then it appears to emerge from these declarations that detail is a decisive factor for transferring the characteristics of Made in Italy directly to and onto the finished product. Thus, innovation can be seen with a double valence: a product one, through ameliorative or even generative measures technology-based, or a sense one, which occurs when the direction and consequently the value of relationship changes, the reciprocal relationship between object and user. In this context, the detail will then be analyzed as a vehicle for innovation, both technological and of sense, meaning that detail is a feature that contributes not only to the creation of the architecture of the artifact, but aboveall that is an active, primary and distinguishing actor and therefore that allows the study and the design of a consistent and coherent scenario around the product to which it is associated, becoming the vehicle of the communicative message. One element, then, that in itself contains the identity of an artifact. Through qualitative and quantitative analysis of cases of good practice within the context of fashion design the paper aims to analyze how the design of the detail applied to the fashion-product is able to catalyze innovation and thus to communicate the identity consistently. Finally, the paper wants to validate a model and then to abstract its features, tools and methods with the consequent testing and application in other design fields. 49 Design as a factor of competitiveness Issues for design projects implementation success ............................................................... Gabriel Schüler1, Celso Scaletsky1 To design a concept can be much easier than implementing it. But what are the exact factors that can be problematic concerning implementation of design projects. Especially when design starts being treated as a strategic support for companies, and new product development turns into radical innovation of product-service systems. With this in mind a research has been made on an attempt to reveal what are the main issues that can help the development of design concepts into market implemented innovations. Three case studies have been developed based on previous studies in project management to establish a link between design and implementation of innovative projects. A number of issues are listed and discussed in order to guide designers on what to be concerned when designing solutions. 1 Escola de Design Unisinos, Porto Alegre, Brazil. email: Design as a factor of competitiveness Over-diagnosis and bad execution of the design in Mexico: Development of a work program based on design to increase the level of competitiveness. gabrielkschuler@gmail.com ............................................................... .................................................................. Biography Jorge Rodriguez1, Marco Ferruzca2 Graduated in Social Communication and Advertising at the ESPM (RS) (2006). Specialization in Strategic Design at Unisinos POLI.design. Master in Strategic Design at Unisinos. Participant of the research group Strategic Design and Culture Project. He has been working mainly in communication design. 1 Depto. de Procesos y Técnicas de Realización, UAM-Azc., D.F., México, Área de investigación de Administración y Tecnología para el Diseño 2 Depto. de Investigación y Conocimiento para el Diseño, UAMAzc., D.F., México. email: rmj@correo.azc.uam.mx mvfn@correo.azc.uam.mx .................................................................. Biography Profesor-investigador de la Universidad Autónoma MetropolitanaAzcapotzalco (UAM-A). Estudios de Posgrado en el ámbito de las Nuevas Tecnologías Doctor por la UPC. Su experiencia profesional y de investigación se orienta a la innovación conducida por el diseño y las TIC. 50 Over-diagnosis and Sub-execution of design in Mexico: Proposal of a work program based on design to increase the competitiveness at the national level. In recent years a number of actions have been carried out in Mexico to highlight the importance of design as a factor in innovation and competitiveness. Such as the promotion of a national public policy on design that was presented to the Chamber of Deputies (2008); a series of studies conducted by academics and researchers; exhibits and events that are design related; and a several initiatives launched in the main cities, where most business design units are located. The World Economic Forum (WEF) publish every year an analysis of 142 countries; in its 2012 report, of the 12 country indicators evaluated, Mexico obtained its lowest mark precisely on innovation, occupying a place in the middle of the general Table where all the countries are ranked. If the country is not able to apply innovation to its businesses, or to offer value added to its products and services, it will be very unlikely that it could improve its position among the nations of the world, because competition is fierce between developed countries and the so called emerging economies. To respond to this weakness in the Mexican economy, the federal government is about to launch the National Program on Innovation. This paper presents the background of an initiative where the authors had an active participation, that even though it emerged from the academia it counted with the support of the federal government, and it was addressed to the manufacturing sector. The main objective was to promote the interaction amongst the different agents of the triple helix model to foster interaction between the different agents through design-driven innovation. Started from the premise, that in the case of Mexico, enterprises and even the government, at different levels, do not know the potential design has and its possible role in the national economy. To achieve this goal, an international seminary was organized with the topic. “Design as a strategic factor for innovation”. To this event 317 people attended, most of them from the productive sector. During the registration process, applicants were asked to answer a questionnaire to obtain answers on how their enterprises conceive and apply design in its own organizations. Different perspectives were presented, from its application as esthetic factor or as a factor to increase sales, as well as its capacity as a discipline that integrates knowledge. Based on the obtained information, a conclusion may be drawn, in effect design in Mexico has been over-diagnosed, and taking into consideration that most of the participants of this sample are aware of the importance design may have in an enterprise. Nevertheless, it is not reflected in its innovative capacity, or in its ability to apply design, neither at the enterprise or government level, and it is not part, yet, of a national policy. This paper sketch some opportunity areas that could facilitate to pass from a sub-execution to an effective execution to boost the impact of design on national competitiveness, as it is to organize design workshops; to incorporate students and academics alike, to entrepreneurial dynamics; continuous education on design management; document and disseminate and document; and to implement a national prize on design, etc. 51 Design as a factor of competitiveness Fashion MC: designing the concept of beauty as an occasion to survive ............................................................... Ermanno Aparo1,2, Liliana Soares1,3 1 Polytechnic Institute of Viana do Castelo, Portugal, 2 CIAUD - Research Centre for Architecture, Urban Planning and Design (FA-TUL), Lisbon, Portugal. 3 ID+ (Research Institute for Design, Media and Culture), Aveiro, Portugal email: aparo@estg.ipvc.pt ............................................................... Biography Ermanno Aparo (PhD) is Professor and Head of Product Design Course at the Polytechnic Institute of Viana do Castelo (Portugal), member of the Research Centre for Architecture, Urban Planning and Design (Portugal) and member in several scientific international research projects. He performs strategy consulting and implementation in Product Design and Development for European companies and participated in worldwide exhibitions. This text supports the notion of beauty as design’s competence to create ‘spatial objects’, supported on the design cognition (Cross, 2006) and related with the liquid modernity (Bauman, 2005) that defines the XXI century. The first part revisits the meaning of the word ‘beauty’ in the western society to understand how to use it in the design method. In particular we reflect about the meaning of beauty, asking what is beauty today, instead of affirming that this is, or this is not, beauty. We defends that an era creates its own design, which is an image of a system of thought (Le Corbusier, 1920) and not an idea of social or/and historical reference. Our thesis is that anyone can be beautiful, if the place where he/ she is able to transmit its semantics dimension. This means that the construction of a place must be thinking as a scenario of images that involves and relates all the elements of the context (individuals, space, architecture, media), in order to qualify either him/her, either the place in so many appearances as the need for change that characterises our time. These are different settings that start from the same rationality (Kant, 2007) and therefore, they are able to give meaning to the place and to the individuals. To understand the relationship of the concept of beauty with the notion of ‘spatial objects’ we revisited how this relation was happening over time in the Western context. The second section of the text presents the arguments in favour of a phenomenological pondering of the concept today. If once the standards of beauty were based for instance on the Greeks conviction that beauty was something good or on Christian belief (Eco, 2004) in liquid modernity a fashion show can be provided by design as a public service, mainly focusing on the semantic value. To support this view, we create a design project with Design students and a hairdresser office oriented by a design professor. We aim to demonstrate that design enables the ‘spacial-object’ to image hypothesis, something ever renewable and meta-design. Something that is no longer a hairdresser or a company’ stand, but an occasion to connote the ‘being-in-the-world’. Design as a factor of competitiveness Competition of universities with the help of Branding .................................................................. Prof. Dominika Hasse1,2 1 Vicedean of Faculty of Design, HAWK University of applied Science, Hildesheim, Germany. 1. The future – a shrinking market The problem – too few students for too many university places In the past the universities have been dominated by the situation that there have been too many students for too less university places. But these circumstances will change in the future radically. We expect the opposite and this will be a huge challenge for the university landscape, as every university has to look at their own competition possibilities. The question is how could each of them build up an USP and how could they brand their university. 2 Head of CI/CD department, HAWK University of applied Science, Hildesheim, Germany. email: hasse@hawk-hhg.de .................................................................. Biography Dominika Hasse studied from 19841989 Visual Communicatons at the UDK Berlin, Cofounder and Partner of Plexgroup, Berlin since 1990, www. plexgroup.com , Professor of Editorial Design, since 2002 and Professor of Corporate & Editorial Design, since 2008 at Faculty of Design, HAWK, University of applied Sciences and Arts Hildesheim Three case studies involving design graduate students exemplify this notion. The text ends with a reference on the designer’s quality as interpreter of his/her reality that creates experiences embedded in the culture environment in which takes place. Design as an agent of changing, challenge the companies to accept risk as an occasion for accepting transformation keeping its survive and competitiveness. The ‘spacialobject’ flattering experience reveals its nature during a succession of images connected with individuals, ensuring them the right of being happy in the world. 52 53 Ecodesign 54 55 Ecodesign Design for waste recovery. Grinding and conditioning of celular plastics from the waste flow, for gypsum wallboard manufacture ............................................................... Design for the revaluation of residues. Grinding and conditioning of residues of expanded plastic fort the manufacture of constructive flat boards. In this paper reported some research advances from the project Grinding and conditioning of residues of expanded plastic (SMA in spanish). SMA is framed inside a major project: Constructive system based on light flat boards made of gypsum plaster and wastes from EPS plastics and reinforced with nature dry fibers (SCY). SCY has been reported in other papers and briefly consists in a new constructive system based on a thin gypsum board (>12.5 mm) held by metallic and plastic elements with different applications in building construction like walls, indoor partitions, and interior ceilings. The wallboards in SCY are made of a gypsum plaster enriched with expanded plastics particles and dry natural fibers, both from the municipal or industrial wastes flows. Dr. Ing. Francisco Javier González Madariaga1, Dr. Ing. Luis Alberto Rosa Sierra1, DI. José Luis R. García1 Expanded plastic particles cooperate to produce a light wallboard and dry 1 Universidad de Guadalajara, México. email: francisco.madariaga@cuaad.udg.mx alberto.rosa@cuaad.udg.mx luis.garcia@iceproyectos.com.mx ............................................................... Biography Industrial designer (UAM, México) and Doctor in Project Engineering (ETSEIB, UPC. Barcelona, Spain) among other academic degrees. Member of the faculty and researcher at the University of Guadalajara, México since 1986. Today his work focusses in plastic’s recovery and technological innovation. He is a steady lecturer in México and other countries, and has wrote several books and other publications about plastics and design. fiber look for to reinforce the constructive elements. Lab reports show that the addition of residues of particles of expanded plastic in the mixtures of the boards brings important benefits, as up to 45 % lighter than other different already wallboards existing on the market, an attractive thermal isolation rate and finally a good response to direct fire attack. Experimental work points out that in order to integrate expanded plastic particles from the municipal waste flow to the gypsum plasters it is necessary to reduce those big plastic bodies up to little pieces with specific shapes and sizes, this has drive to the research team to design and manufacture a mechanical system (SMA) with the objective to transform expanded plastics wastes in particles useful to be included in gypsum mixtures. SMA counts on three stages; first stage (I) crushes the big expanded plastics packing residues up to achieve small pieces of plastic (±30 mm), second stage(II) offers particles between ± 3 and 6 mm, finally (III) produces dry plastic particles ready to be included into the mixtures. SMA combines available mechanical elements and special machinery designed and manufactured by the research team, where some of his mechanical elements have turned out to be innovative contributions to the state of the art. In this document are shown some results from the SMA testing also is included a characterization report of the particles that SMA produces. 56 Ecodesign Ecodesign in the Mediterranean region, a needed tool to reduce impacts and obtain market advantage and penetration .................................................................. Áurea Adell Querol1 1 Ecoinstitut, Barcelona, Spain email: ecoinstitut@ecoinstitut.es .................................................................. Biography Green Procurement and especially Green Public Procurement (GPP) are being promoted through responsible supply chain management (in the private sector) and through the definition of GPP Action Plans at Government level. In the international sphere a big step forward on the commitment and promotion of GPP has materialised within the Marrakesh Process resulting from the Johannesburg World Summit Implementation Plan. In the European Union that commitment has materialised in several strategies and regulations promoting the drafting of such plans by EU Member States. In the Mediterranean region, countries have different starting points and structural differences which affects how GPP is promoted and implemented. Drawing from the lessons learnt of the barriers and possibilities to GPP in northern and southern back countries in the Mediterranean this paper tries to highlight key elements for a successful implementation of GPP strategies taking into consideration the role, synergies and interactions among the different stakeholders. Especially this paper tries to explain how ecodesign can contribute in the process and which form is most appropriate taking into consideration market development in Mediterranean countries and the specific characteristics and limitations of public procurement. Aure has more than 10 years experience in promotion institutional change towards more sustainable consumption patterns. One of her main field of work is sustainable procurement implementation at local, regional, national and international level (from Barcelona to the Basque Country, the Spanish Env. Ministry, EC and UNEP) 57 Ecodesign Barcelona Sustainability Jam 2011 ............................................................... Cesc Mestres Domènech1, Jessica Fernández Cano1 , Mireia Puig Poch1 1 DRASSANA Studio. email: drassana@drassana.com On this article you can know the real success case, based on Design Thinking methodology with a common target: sustainability design. All this is called Barcelona Sustainability Jam. This event was celebrated on October in Barcelona and also simultaneous in over 5o cities in the world. Over 25 designers of different disciplines and other nondesigners people were working during 48hours thinking in a product or a service solution to save the world. The subject (Playgrounds and sustainability) was a secret until the first day of the events, after that, the teams were working very hard until Sunday. Here, you can understand and see the methodologies, results and conclusions of this event of the teams and the projects of Barcelona. On the same way, we would like to expose the own experience to perform and drive an activity related on Design Thinking. ............................................................... Ecodesign The “Green-shift” phenomenon in current Desing. Greenvertising and and false ecodesing .................................................................. Pompeyo Reina Moreno1 1 Estudiante de doctorado del Departamento de Dibujo, Diseño y Estética de la Universidad de la Laguna. España email: albertllort@hotmail.com Biography Cesc Mestres was trained as a designer and engineer in the High School of Design and Engineering ELISAVA. With over 15 years experience on the industry facing projects as a industrial designer and PLM consultant. Also he combines his design activity as a teacher in ELISAVA around product simulation areas. .................................................................. Biography Pompeyo Reina Moreno (Las Palmas de Gran Canaria 1975) Work as graphic designer, Has a Bachelor in Art from the Universidad de la Laguna, is currently doing his doctoral thesis within the research project in eco-design of the Department of Drawing, Aesthetics and Design. The current trends towards environmental concern, fear to climatic change and other natural disasters caused by the human activity on the planet has created an awareness for environmental responsibility on consumers. The market has identified this potential and used some aesthetic strategies in order to convey to consumers the certainty that when consuming some products, they are acting for the environment. Actually, this contribution is minimal in several cases, in others, nonexistent. In astronomy exists a phenomenon called “redshift”. When astronomers began to study the spectrum of stars in other galaxies, they found a peculiar fact: these stars had the same absent colour that the stars in our own galaxy, but all shifted in the same relative amount to the end of the red spectrum. This means that the stars are moving away from us, whereas if they were approaching, they would show a blueshift. By analogy we can consider that nowadays, many companies are experiencing a phenomenon of “green-shift”, understanding this as a marketing strategy that simply applies a “greenwashing” to the brand. The market is saturated with ecolabels and green brands therefore the information is not so clear to consumers, who act for instinct based in non-quantified data or uncorroborated. According to surveys elaborate by the OCU, 75% of consumers in Europe have an ecological conscience but only 17% act accordingly by buying responsible, or so they thinks. According to the same survey, 50% of Europeans do not feel well informed about the products they consume. Despite this lack of information, they continue consuming them. This ecological marketing has developed the ecological advertising (Greenvertising) which potential target is the “green consumer” who is concerned about the environment in their purchasing behavior, looking for products that are perceived with less environmental impact. The term “ecological” as an adjective, now is a fashion, and will be reviled in the future. But the current eco-design criteria can be incorporated in the production processes as standard. In this way, the products may or may not be environmentally friendly, but they should seem so. The keys to this ecological aesthetic are used as tools for advertisers and designers and are designed to attract the consumer who is concerned about the environment. Therefore, ecological aesthetic is only an indicator of the target for the product. The existing confusion by saturation of green brands that exist in the consumer market, makes that the information is not reaching to the consumer, or does in a confused way, which is leading the banality of the ”ecological” term. 58 59 Ecodesign Susteinable device for the recue of architectural heritage: the “ligth-grasper” ............................................................... Sofía Letelier Parga1, Cecilia Wolff Cecchi2, Rebeca Silva Roquefort2 Depto. de Arquitectura, FAU, Universidad de Chile. 1 Depto. de Diseño, FAU, Universidad de Chile. 2 email: sletelie@uchile.cl momwolff@uchile.cl bekysilva@uchile.cl ............................................................... Biography Sofia Letelier Parga, architect from Universidad de Chile, got the Doctor degree in Architecture and Urbanism at Universidad Politécnica de Madrid, Spain. Today she is Professor at Universidad de Chile, after teaching in México for several years. Doing research in Perception and Creativity, she specialize herself in Visual Thinking and Visualty, publishing numerous books and articles. She has being Visiting Professor over other universities, and in 1990 integrated the Evaluating Board of R.I.B.A. for Schefield School of Architecture, England. Ecodesign The few remains of architectural heritage in Chile consist generally in non- monumental but residential and anonymous buildings. Its recovery with residential purposes requires of incentive public policies to promote a participatory process. But due to their age, these buildings have deficiencies in energy efficiency and lighting comfort, seam unattractive to common people and result in expensive maintenance for ethical and aesthetic demands of younger generations. The proposed ATRAPALUZ ‘devise’, being non-invasive, minimal and adaptable to different dimensions, can ‘re-spatialize’ perceptually the intermediate and dark enclosures. By bringing natural light it results in line with contemporary sensibility in an energetically sustainable way. And by means of the optical properties that offer available materials, spatial perception changes are achieved, especially to increase the luminance for comfortable use during the day. Natural competence, sustainable incompetence. The role of the (eco) graphic design in the new economic structures Thus, natural light (free, with a known trajectory, frequency and intensity) may be the factor that enthuse to a ‘sustainable improvement’ for this kind of buildings in rundown districts. It can become the raw material for perceptual revitalization, based on the physiological effect that solar cycles install in our body, in a synchronous stadium with all other living beings by hormonal stimulation that generates circadian cycles: the reason why during day time, natural light should not be substituted and it’s incomparable with artificial light. Manuel Reyes Guerrero1 The ATRAPALUZ devise, innovative version of ‘lightpipes’ that adds various options for its reflector / diffuser / distributor, was tested in a prototype and in two typologies of heritage buildings: one from nineteenth century, with a ‘palatio’ character whose darkness in the ‘pas perdues’ spaces prevents to appreciate its beauty, and forced to provide light from a distant ground floor. The other one, a residential block of Modern Heritage, has a morphology that leaves the hallway with serious lighting deficiencies and not enough light for the recognition of faces causing an annoying glare. In both cases the proposal achieved its goal. 60 .................................................................. El Tinter Comunicació, Barcelona, España 1 Reyes Disseny, Santa Coloma de Gramenet, Barcelona, España email: manuel@eltinter.net manuel@reyesdisseny.com .................................................................. Biography Manuel Reyes is a graphic designer since 1991. For over ten years he has been studying and doing projects on green graphic design and on ecoedition at EL Tinter Comunicació, which is the first graphic design studio to obtain the UNE 150301 on ecodesign. In the times we live in, boundaries and professional specializations have fuzzy contours in the commercial and economical structures. It is almost indisputable that ecodesign is a key element that makes the difference in the socially responsible markets. Part of the social consumers demand environmentally responsible products and some companies include ecodesign intrinsically in their structures and processes. For graphic designers, having an environmental awareness is not only a value, but is also recognised as a synonym of good design. But to achieve excellence (in this and in other sectors), the designer must play other roles. This is what is called sustainable competition or healthy parasitism: we need others to move on, to become stronger and be able to survive in the jungle. Our approach will be undoubtedly improved with our partnerships; what at first we thought would be a separate activity, now only makes sense in collaboration with others. The fusion of small studios, businesses, students, large technological structures, etc., all this is essential to strengthen our ideas about sustainability and ecology applied to our profession, and to maintain an optimal positioning and visibility as professionals. These relationships are not always in the same direction, moreover, they do not always have a commercial or economic interest: the collaboration student / study and the one between a biologist and a designer are not the same. Of course, the benefits from the union are not the same for each of the parties, not even their use, enjoyment and dissemination for each of the agents involved separately. As positive thinking we can consider, knowingly, that generally the result is settled with a high performance on the rise. However, even if facing the gallery the result is of diffuse authorship, there should be a prior agreement to the limits of the collaboration and the establishment of the functions. In our presentation we will show real examples of our work as graphic ecodesigners in relation to our alliances and partners, will make a public assessment of the results and we will push for cooperation and fair competition. 61 Design for local development 62 63 Design for local development Craftsmanship and Design in the local development The paper explains some successful cases of the binomial Craft-Design in local and, in some cases, rural development. ............................................................... The first case is “Oficis Singulars” (Special Trades), a project executed by Artesania Catalunya, Generalitat de Catalunya, which recognizes some trades’ identity related to the area of origin. The special trades are related to territory, method and product. They depend on the geographical environment where extraction of raw materials, processing and making of the final product takes place. Gemma Amat de Broto1 1 Escola Massana, Barcelona, España email: gemma.amat@escolamassana.cat ............................................................... Biography Bachelor of Fine Arts, specializing in Painting. Universitat de Barcelona. CAP. Certificate of Pedagogical Aptitude. Universitat Politècnica de Catalunya. Specialization in management of cultural institutions and creative strategies. IESE. Ex Director of Artesania Catalunya. Generalitat de Catalunya. Professor at the Escola Massana . Department of drawing. Today: Director of the Escola Massana, Municipal Center of Art and Design, part of the Universitat Autònoma de Barcelona. Collaborate with the Universitat de Lleida and the Escola Universitària del Maresme. Collaborate with the Barcelona Activa, Ajuntament de Barcelona. They are real experiences carried out by the government working with designers, artists, artisans and schools with the involvement of local authorities, residents and visitors. Different experiences are presented and analyzed. These experiences have been collected in the workshops, where designers have been involved with rural artisans,; one of them is La Pauma (Palm tree crafting), one of the Oficis Singualrs (Special Trades) at Terres de l’Ebre Wool is also one of the Catalan Pyrenees special trades. The surplus wool of local sheep called “xisquetes” from the Àssua valley is used for local crafts development and bio construction applications. The second experience is the creation of the brand “Empremtes de Catalunya” (Traces of Catalonia), which was created to fill a need in the market: provide our visitors with a guaranteed image of our country through crafts and design. Traces of Catalonia are quality souvenirs, both traditional and contemporary, from the Catalan countryside, its customs, history, gastronomy and art. “Empremtes de Catalunya” are objects with very different languages, from the collectable traditional pieces to more practical ones designed for everyday life. They not only spread our cultural heritage, but also give the opportunity to activate the craft and design sector. A third experience is the biennial conferences about “Joieria i Natura a Serraduy” (Nature and Jewellery at Serraduy), Serraduy (Isavena Valley) is a place of great geological and archaeological interest in the region of Aragon-Ribagorça. A “must” for Jewellery teachers and students who want to work in nature, with geological materials and to experiment with creative proposals. The fourth case of identity related arts and craft design is the monographic exhibition dedicated to the production of soap and bath items: “Net, Fira del Sabó de Montgai” (Clean, Montgai Soap Fair). Taking the soap as a symbol of Montgai’s local identity, a local fair has been designed as a model for other municipalities that want to create their own fair based on unique local characteristics. The town of Montgai recovered with this event the crafts tradition with a contemporary look. Today it is a crucial event in the annual program of the town as it includes tradition and recycling. 64 Design for local development Contribution of Design in Local Sustainable Development processes in an island. The Relaja case. .................................................................. Jon Marín1, 3, Carlos Jiménez3, 4, Jordi Oliver-Solà1, 2 1 SosteniPrA (UAB-IRTA-inèdit). Institute of Environmental Science and Technology (ICTA). Universitat Autònoma de Barcelona (UAB), 08193 Bellaterra, Barcelona, España. Territorial development is one of the guidelines to follow in the process towards sustainability, in order to the European Policy for Sustainable Development. Design, as a discipline that combines creativity and innovation may contribute significantly in achieving the goals set by these guidelines. Specifically, Design for Sustainable Local Development takes into account environmental and social aspects in the methodological process and is considered a useful tool to increase the innovation capacity of local systems. This document details the design process of Relaja, system furniture made in the north of Gran Canaria, that addresses local needs and provides solutions to environmental and social problems of the region. Life Cycle Analysis conducted shows that environmental impacts are between 8% and 58% lower than the other two benches compared. Also, to validate the social imprint of Relaja, some indicators have been selected and adapted in order to be used in the Social-Life Cycle Analysis. They show the social contribution on the territorial system, highlighting local employment and increasing the involvement of local stakeholders in these initiatives. 2 I nèdit Innovació SL. (UAB Research Park), Ctra. Cabrils, km 2 08348, Cabrils, Barcelona, España. 3 Unidad Departamental de Producto e Interiores. Escuela Superior de Diseño ESDi. Marquès de Comillas 81-83, 08202 Sabadell, Barcelona, España. 4 Departamento de Dibujo, Diseño y Estética. Universidad de la Laguna. Camino del Hierro, 4, 38009 Santa Cruz de Tenerife, España. email: jmarin @prof.esdi.es .................................................................. Biography I am part of the Department of Product and Interior Design’s research staff at ESDi, Sabadell School of Design (Ramon Llull University), where I also teach Multidisciplinary Projects, Bionics and Ecodesign. I am graduated in Biology and MSc of Industrial Ecology –with a year stage at Copenhagen University- and my research interests are related to urban and industrial ecologies, ecodesign and biomimicry. 65 Design for local development Design as a catalyst in processes of social reconstruction in vulnerable communities. Case: Mini-chain of banana in Valle del Cauca in Colombia. ............................................................... John J. Cardozo Vásquez , Nélida Yaneth Ramírez Triana1, Elisabeth Herreño Téllez1 1 UAB Departamento de Diseño. Universidad Nacional de Colombia. Palmira, Colombia 1 email: jjcardozov@unal.edu.co nyramirezt@unal.edu.co eherrenot@unal.edu.co The Integral Program of the productive chain of the byproducts of banana, run by the “Progresamos Foundation” and the Palmira Chamber of Commerce, has been implemented in 3 craft communities. The Design Department of the National University of Colombia participates in this program using the design as a catalyst in processes of social reconstruction in vulnerable communities. This paper has 6 sections, the introduction is the first, and states that the design is a powerful tool that can contribute positively to improving the conditions of vulnerable communities. The second proposed a classification of design methodologies with a social focus. The third section places the project within the framework of these methodologies. In the fourth part, the collaborative approach show the inclusion as a tool which links all actors involved in the program, and through empowerment of users, it is possible they participate in solving their problems. The initial analysis identified the areas in which they should focus the work of different actors, also performed an analysis of the process of craft products, starting with the collection of raw materials in the growing area to the delivery of the product for marketing, these analyzes are the basis for prioritizing actions and defining goals. In the fifth part, we discuss the methodology of the project, this was developed in three phases: 1) Related to the collection and handling of raw materials. 2) Related to manufacturing processes, development of craft skills and standardization. 3) Related to the design of new products. And finally presents the findings of the project. ............................................................... Design for local development Hat Gallery And the design in the neighbourhood of Ruzafa, Valencia .................................................................. Jaime Sanahuja Rochera1 Ruzafa is a neighborhood full of workshops and studios, no doubt the neighborhood in the city of Valencia which more artists concentrates per m2. Of reduced dimensions and a lot of flavor, it keeps the proximity between neighbors, which meet in the busy market. It is, besides that, the entrance to Valencia from the just arrived AVE, and thanks to initiatives such as Hat Gallery -platform for dialogue between architecture, design and art-, one of the areas with more design development not only in the city but internationally. 1 Director del estudio de arquitectura Jaime Sanahuja Asociados, Castellón y Valencia, España. Cofundador de Hat Gallery, Valencia, España. Profesor en la Escuela Técnica Superior de Arquitectura de Valencia, España. email: comunicacion@jaimesanahuja.com .................................................................. Biography Studied Archecture at the School of Architecture of Valencia (ETSAV). Started his professional career in 1983. Architecture Firm Director JAMES AND ASSOCIATES SANAHUJA, based in Valencia, Castellón and Ibiza. Associate Professor in the Department of Architectural Design at the ETSAV of the Universidad Politécnica de Valencia (since 2006). Biography PhD Candidate “Design, Manufacture and Industrial Project Management” UPV, Spain. 2010 - to date. Master: “MBA Master in Business Administration”, Universidad del Valle, Colombia. (2002-2006) Degree Industrial Design. Universidad Nacional de Colombia (1996) Professor: Design Department. Universidad Nacional de Colombia, Sede Palmira (1999- to date) Co-founder of Hat Gallery, platform for dialogue and debate between artistic disciplines: architecture, design and art. 66 67 Design for local development Triciclo Gestión y Diseño: An entrepreneurial experience in Asturias with Industrial Design as a standard .................................................................. Carlos Fuentes García1, Javier Suárez Quirós2, Ramón Gallego Santos2 1 Triciclo Gestión y Diseño S.L. Gijón, España. 2 Grupo I3G (Investigación e Innovación en Ingeniería Gráfica) Escuela Politécnica de Ingeniería. Campus de Gijón, s/n. Universidad de Oviedo. email: carlos.fuentes@triciclodesign.com .................................................................. Biography Biografía Carlos Fuentes: Carlos Fuentes was graduated as an Industrial Engineer and Master in Industrial Design Management at the University of Oviedo. He worked several years as a research fellow in R + D + i and in 2010 founded the Strategic Consultancy about Industrial Design called Triciclo Gestión y Diseño If for many years the word that was associated business excellence was the “quality”, today it is the “innovation”. However, innovation is often associated with technology only when it is precisely the nontechnological innovation, for example, industrial design, which is more affordable for all businesses, however small, in any sector in any situation. In addition, innovative design may be the trigger for technological modernization. Industrial Design is a service that any company can have whatever their size, as each will have to adapt this service to its corporate structure to take full advantage of their competitive advantage. If we understand that design is a tool for adding value and other business tools, we must develop capabilities to manage. That is why it has launched in the Principado de Asturias a pioneering initiative in the region to improve competitiveness and alleviate the shortage among companies of our business: Tricycle Management and Design. Tricycle is an Industrial Design Management and Strategy Consulting seeks to imbue designthinking culture, a new paradigm globally oriented companies to design as a tool for innovation in strategic planning, relations with the various agents (customers, suppliers), the integral design of products and services or the definition of manufacturing processes. It is shown that with the implementation of a comprehensive methodology to design products that are obtained much more responsive to the needs of users, so that the degree of consumer satisfaction is much higher and the likelihood of success of such products increases significant. However, for various reasons, the use of industrial design has not yet been integrated intensity in the Principality of Asturias. In our region, usually unknown possibilities of industrial design and is considered neither necessary nor relevant to the business strategy. Companies focus their competitiveness in how they do things and not on what to do, but it is crucial to guide their strategies towards innovation and development of new products that differentiate in the market. Although gradually awakens the consciousness Asturian companies that design is a must for strengthening and growth in today’s market, it is still necessary to make a great effort to achieve full implementation of design within the structure of the company. Design for local development The conjoint work in craftsmanship and design like an opportunity of future for the local development. Three examples in Galicia This paper pretend to analize three examples of collaboration between crafts and design in the context of local development. The first example is the designer Martin the Azúa´s project with Galician artisans, and the use of basketry in interior design, in OFF space at the City of Culture (Santiago de Compostela). The second example is D-due Lab project, in which the Galician Fashion company collaborated with artisans from different fields to create objects in the context of its spring/summer 2012 collection. The third example is Alfar Shop , where are marketed contemporary and experimental ceramics in Vigo City (Galicia). ............................................................... Silvia García González1, Dolores Dopico Aneiros1, Marta Fariña Rodríguez1, Sara Goberna Crespo1 1 Grupo de investigación Dx7, Facultad de Bellas Artes, Universidade de Vigo, España. email: silviagarcia@uvigo.es ............................................................... Biography Professor at the faculty of Fine Art of Pontevedra University of Vigo, and in the Atelier of textile design and fashion in Galicia (ESDEMGA) from the University of Vigo. Worked in the Centro Galego de Arte Contempor’anea of Santiago de Compostela and as exhibitions curator of design and photography. This paper outlines the keys to entrepreneurial experience in an economic situation like the present, in an unreceptive environment in relation to industrial design as a generator of economic development and it has been possible thanks to municipal support the entrepreneurial culture of the City Gijon, the strong link with the project of the University of Oviedo and the result of specific training in industrial design management as a tool for success and the existence of which are already benefiting companies of the business of the Principado de Asturias. 68 69 Design for local development Flexible furniture. Community development through an inclusive business .................................................................. Cecilia Vera Pérez-Gacitúa1 Centro de Políticas públicas UC, Santiago, Chile. 1 Chilean chipboard company MASISA has developed social programm iniciative to help a low income community located at the pereferia of Santiago, through the development of an inclusive business of furniture fabrication for social housing projects. Within this programm, this paper will discuss the development of a punctual design project that shows the different problems and necesities of the subjects that participate to the inclusive business. And how the reality of their situation traces the guidelines to achieve the most adjustable design proposal to their necesities and capacities. In this case study design becomes an instrumental mediator between the users, producers and aims to add “choice” to the rigid boundries of chilean social housing. email: caverap@uc.cl,cvera@iw¬al.com Design for local development Design, identity and regional development in the Amazon .................................................................. Alexandre Oliveira Santos de.1 1 Programa de Posgrado en Diseño, PUC-Rio, Rio de Janeiro, Brasil. email: olialx@gmail.com .................................................................. .................................................................. Biography Biography Phd Student in Design in Pontificia University Catholic of Rio de Janeiro, Brasil. Arte-educator, Master in Education. Studied architecture at the Pontificia Universidad Católica de Chile and a Phd from Politecnico di Torino. From 2007-2011 has collaborated in several research in Italy, Barcelona, and Santiago de Chile. Currently, is dedicated to his newly created office of architecture in Santiago, Chile. 70 Countries such as Brazil have experienced economic growth rates that place it between the seven largest economies (IMF, 2010). This emerging economy panorama poses to Amazon, and more specifically to the State of Amazonas, the challenge of responding to such outbreaks of economic development, considering the biological, cultural and social diversities, understood as some of the foundations of this region’s identity. On the other hand, it is important to stress that, in the Amazon, the distancing of the field of Design from the development strategic policies of the region is a reality that needs to be constantly questioned in order to be overcome. On the theoretical plane, with respect to the cultural identity category, it is complex to think about the theme from the perspective of regional development and Design, both in terms of conceptual instabilities that the term evokes and in what concerns the stability topic that permeated the discourse on identity after World War II and that remains to the present day, through the concept of nation-State. Or, with regard to criticism, under the speeches in terms of identity, it goes from folklorization (Ortis, 1994) and criticism of pure identities (Featherstone, 1997) to the hybridism of cultures and identities (Hall, 2006; Canclini, 2008). Departing from this scenario, this communication intends to reflect on the possibilities of a greater expertise in the field of Design, in the Amazon, taking as vectors culture and cultural identity and their importance for regional development. The first part, relying on official documents of the Brazilian Government, undertakes a reflection on the opportunities for dialogue between the field of Design and public policies for regional development in the last ten years. It departs from a concept of development based on a cultural perspective and identity under the logic of a translation work, as proposed by Santos (2003; 2008). The second part, based on the studies of Oliveira (2009, 2010 and 2011), extends the previous discussion with focus on the themes of culture and cultural identity and the way the field of Design has given responses to these policies, both for teaching and research activities, in what concerns relations with the market and with public bodies, responsible for the implementation of those policies. The third part shows paths that may guide the actions of the Design field, in the Amazon, in order to place it as a strategic factor to regional development as a vector of culture and cultural identity. 71 Design for all 72 73 Design for all Dixy, a connection between the “typographic blotch” and children’s brains .................................................................. María Fernanda del Real García1 1 Departamento de Pedagogía Aplicada, UAB, Bellaterra, España email: ferdelreal@gmail.com .................................................................. Biography Maria Fernanda del Real García. She studied her bachelor’s degree in Graphic Design at Universidad Iberoamericana in Mexico City. She obtained her Master’s degree in Artistic and Graphic Design at the School of Contemporary art and graphic design in Leeds Metropolitan University, UK, where she designed the font Dixy especially for dyslexic people. At present she is completing a Doctoral degree in Process of Quality and Innovation in Education at the Department of Applied Pedagogy at the Universidad Autonoma de Barcelona. The title of her thesis is “Comparative study about the influence of fonts used on the reading material for dyslexic children”, throughout this research she has been advised by Dr Arnol Wilkins of Essex University. This study presents a comparison between three different fonts in order to know the possible influence they may have when used in educational materials for children with readers difficulties resulting from dyslexia. Two of the three selected fonts (Arial and MeMimas) are frequently used in textbooks in Spain. The third type of letter (Dixy) was specially developed for typographic research purposes, following graphic features that according to literature and previous studies on reading patterns favor the dyslexic, and could improve reading skills in these individuals. To examine the quality of reading (speed and accuracy) between fonts, a small -but significant- sample was used. Ten children in Madrid, from 8 to 10 years were examined while reading words and pseudowords with three different fonts (Arial, MeMimas and Dixy). The result of the study shows the influence of the shapes of the letters in the legibility of texts with familiar and unfamiliar words (pseudowords) in children with dyslexia. The study showed that using the font Dixy, despite not being known by the children, reading is more accurate than using fonts known to them, such as Arial and MeMimas. As to the reading speed, the results indicate that, although the Dixy is a font never seen before by the children, reading speed is similar to a known font for them, as is the Arial ,and greater than a hand writing font such as MeMimas. Design for all The design of street furniture and its accessibility as a quality factor in the design and management of public space ............................................................... Lola Merino Sanjuán1, Marina Puyuelo Cazorla1, Jaume Gual Ortí2 Departamento Expresión Gráfica Arquitectónica, ETSID – UPV, València, 1 España. 2 Departamento de Ingeniería de Sistemas Industriales y Diseño, UJI, Castelló, España. email: mamesan@ega.upv.es mapuca@ega.upv.es jgual@esid.uji.es ............................................................... Biography L. Merino is a practising architect, academic and curator. She holds the speciality of Urban Furniture Design at the Industrial Design School of the Universitat Politècnica de València and has wide experience in garden and urban park design. The quality of the public space is directly related to the facilities and the available elements of use for the development of activities that facilitate the experience of the public environment. Taking into account these considerations, the public space and the elements of collective use, they must offer all the citizens an undifferentiated and social use. To design public spaces that combine the multiple aspects and needs of a satisfactory and respectful way, it constitutes a constant aim for companies and local administrations. All the professionals and technicians, companies and users, must interact in order to get common criteria that can improve the product design and the conditioning of the environment. In this respect, the design and development of elements street furniture, under criteria of accessibility, constitutes a decisive factor for the social integration of a great number of persons in the use of the public space. It is also an offer necessary for the generation of competitive spaces and of integration places. The inclusive design of elements of street furniture constitutes a challenge for the companies simultaneously that a commitment of quality and an advance in the achievement of the general well-being. This article, summarizes a part of the research project led at the Universitat Politècnica de València with the title Determination of guidelines of design for the urban elements under criteria of accessibility [Primeros Proyectos_ Programa de Incentivo a la Investigación de la UPV]. In this one the principal agents who intervene in the design and development of street furniture have been analyzed together (producing companies, local and normative administrations of application). The aim of this investigation has been to contribute in the knowledge about this kind of products, to increase the sensibility and the relation between these agents and finally, to extract conclusions that could be useful for the improvement of his design and accessibility. She is working as web/graphic designer and advisor in graphic elements that help the learning process in children with and without learning difficulties. 74 75 Design for all Project design, production and marketing of children’s furniture (0-6 anys) in corrugated cardboard ............................................................... Daniel Pegenaute Sanchez1, Anna Gonzalez Giralt1 1 Tempus Fugit Studio, Barcelona, Espanya email: pegenaute@tempusfugitstudio.com giralt@tempusfugitstudio.com ............................................................... Biography Barcelona, 1975.formado en diseño industrial en Llotja, inicié la actividad del diseño trabajando para RIU (Autocarrocerias), CPV (diseño PLV), colaborando con AreaDesign, Quest, ICI y desde entonces soy socio fundador y director de tempusfugitstudio. BACKGROUND: The project started on 2009-10 (from a self project) following the market Identification, analysis, approach to Kids enviroment. a-Target-User: 0-6 years / b-Target-Buyer: Adults, Parents. PROJECT BASES: This project was based on following items: MATERIALS: The material as a base of project: Ecological, Natural, Sustainable and Recyclable. | Analysis of product/project life cycle, revers cycle (from trash to production) | Uses of technologies, experiencies and knowledge of Local Industrial links. | UE and International Standard Norms. SOCIAL ECONOMY & BUSINESS: The kids enviroment are full of changes, it’s a time (between 0-6 years where the physical and psiquic devolopment are intense. Try to adapt to this changes it’s a daily challenge for the parents and kids too. The consumism social background drove us to “use&throw” culture, and it’s intensive on the kids, where the attention focus, interest and desire are in continous changes, so we have to plan a product that can adapt at this situation, so economic too. KNOWLEDGE and PARTICIPATION: The user will know and participate into the project devolopment. COMUNICATION: Focused on potencial user following the digital enviroment, product management focusing on social networks, blogs, web pages, Apps, minimizing the use of physical catalogs, trade visits. A direct communication with the final user. FUNDING: Crow-Funding, Sponsorship. By Social Co-Funding and Sponsorship of the product, linking the product with social action of Sponsor. MANAGEMENT: Unify the communication and management criteria with the client/user, even in the devolopment (production), so in the distribution. Simplify the product distribution process. SOCIAL: allocate 10% of the production to Social objectives and other entities. SOCIAL PEDAGOGY and BUSINESS RESPONSABILITY: product pedagogy between kid-product, adult-kid and adult-product, and must have a value to learn about ecology, sustainability, colaboration and interactivity. TRANSPARENCY: in all product aspect and management, must bring confidence and safety to users, so the Mark will grow in strenght and solidity. SUSTAINABILITY/ECOLOGY: FILTERS: each previous, current and future item it’s studied by sustainable, ecological, economical and social criteria (Packaging, Distribution, Sell-Points...) RESOURCES: Using the local material and production resources. Export the product by license or international distribution by local agents. COMMITMENT: The raw material it’s obtained and manipulated following ecological, sustainable and rational uses. Minimizing the waste and energy resources. KRTO PROJECT: A Kids cardboard furniture, where the needed items for the kids enviroment (chairs, tables, wardrove, beds, shelves) are propoused. Presents a product in two basic finishes, Natural and White, with a finger-paint (ecological, no aggressive to kids) Intesify the relationship between adult-kids (co-work), devolping the kids creative, space senses and mechanical coordination, also in ecological values. The kid will take own enviroment, he creates his own work, his own vision of the world. And the Adults, has a elements can adapt to differents growing phases in affordable cost. 76 Design for all The rol of the design in the accessibility and the interpretation of the pleaces of the heritage Accessibility to the culture is a right of everyone, and the visit to the patrimonial places such as historical sites and monuments, makes possible to take part actively of this public right. Nevertheless, there are some limitations imposed by certain architectural conditions or of conservation which make difficult or even impossible, the visit or even its comprehension for those persons who have their capacities reduced. The goods of collective interest since the historical, artistic, cultural and / or natural heritage sites, require of design attention in this direction in order that his experience should be dynamic and accessible. .................................................................. To achieve an active participation in sites of inheritance does necessarily not only they solve the accessibility to the place, but also to his cultural content. The design is a tool key to reach such an end, on having considered the visitor to be a user to whom they have to adapt the products and the environment. The design is necessary for the creation of new devices and the improvement of his usable qualities. Marina Puyuelo Cazorla1, Mónica Val Fiel1, Elena Vento Vila1 1 Departamento Expresión Gráfica Arquitectónica, ETSID – UPV, València, España. email: mapuca@ega.upv.es movalfie@ega.upv.es elenavento@gmail.com .................................................................. Biography Dr. M. Puyuelo es professor, academic and curator. Her research investigates products for public spaces, accessibility and inclusive design. She has published several books as result of these projects, wich provide a framework for understanding accessibility in the context of product design practice. The way to the consolidation of a cultural demand has to consider the integration of the new technologies in the cultural and patrimonial spaces. These are facilities and resources that provide to the visitor an experience of learning and enjoyment. In any case, it is suitable that these elements give to the users the maximum autonomy to realize the visit in a process of effective learning with flexible, versatile and comfortable resources. In our study we find elements destined for the communication and the wayfinding, some products that attend to the suppression of architectural existing barriers, and the specific devices designed for the specific interpretation of the place. These solutions have to seek the goal of bringing the cultural resources to the citizens, especially to those groups with different types of disabilities: blindness, reduced mobility, deafness, etc. Designs seek to make them direct participants in cultural events, changing their role from a passive to a fully active one. This approach would transform the heritage sites into a fully didactic and interactive areas for all participants. Of this form, design is a multidisciplinary tool that increases the accessibility to the heritage sites and becomes engine for the competitiveness in touristic and cultural sectors. The information obtained allows to value the accessibility of a certain place and in addition, contributes useful knowledge to select and to design so much products, as alternative itineraries of intervention that make possible to any person the full access to the facilities and the consistent enjoyment of his contents. This paper presents the different areas and studies that are being carried out as part of a research project in progress conducted at the Universitat Politècnica de Valencia, funded by the Spanish Ministry of Science and Innovation: “Study and design of orientation elements, communication support and other accessories to improve accessibility in different environments of the interpretation of the natural and built heritage”. Spanish National Scientific Research, Technological Development and Innovation Program 2008-2011. 77 Design for all Development of book childrenyouth for the visually impaired, with focus on universal design This project of initiation artistic aims the development of children’s book showing the mythological story of the fabric, including the spider and the act of weaving through tactile senses and illustrations, with a focus on universal design in the educational sense and based on psychological and cognitive aspects of youth children public. The content and form will be substantiated through literature and field research. ............................................................... Leticia Aparecida Nakayama1, Ana Paula Perfetto Demarchi1 Design for all The Role of Empathic Design in Developing New User Centred Tools & Methods for Chinese Product Design .................................................................. China has a booming economy but an inadequate design infrastructure to serve it, especially in product design education. Previous practices and theory in Chinese product design are no longer adequate to serve the new circumstances of international economic development. Western design experience and Empathic Design Methodology may help China anticipate the new issues of new product development. The aim of the paper is to discuss the importance of Empathic Design in developing effective methodology for Chinese product design based on the pilot study that explores the growth of Chinese product design and the need of Empathic Design from both industry and education. Xin Liu1, Professor Simon Bolton2, (Gene) Xin Ge3 State University of Londrina, Londrina, Brazil 2 State University of Londrina, Londrina, Brazil. 1 Cranfield University, Centre for Competitive Creative Design Cranfield (C4D), Bedfordshire, MK43 0AL, UK 1 email: leticiaapnakayama@hotmail.com 2 Cranfield University, Centre for Competitive Creative Design Cranfield (C4D), Bedfordshire, MK43 0AL, UK perfeto@sercomtel.com.br 3 Cranfield University, Centre for Competitive ............................................................... Biography Creative Design Cranfield (C4D), Bedfordshire, The professor is Designer with a Doctor Degree in Engineering and Knowledge Management by the Federal University of Santa Catarina (UFSC). She is currently adjunct professor at the State University of Londrina (UEL), is also productivity researcher (DTII) by the Brazilian “National Research Council (Cnpq)”. MK43 0AL, UK email: x.liu@cranfield.ac.uk s.bolton@cranfield.ac.uk x.ge@cranfield.ac.uk .................................................................. Biography Xin Ge received Master of Design Innovation and Creativity in Industry from Cranfield University UK. He is currently working as a creative cousaltant at Center for Competitive Creative Design in Cranfield University. His professional interests foucus on Cosumer Insight and Street Fashion Culture in Asian. 78 79 Design for all S.O.S public space! The Access project and cities building accessible to all ages ............................................................... Filena Di Tommaso, Matteo Fioravanti, Cristina Tartari Acces_sos atp, http://accessos01. blogspot.com/ Florencia, It email: filena@territori24.com ............................................................... Biography Studied at the Faculty of Architecture of Florence and integrates her studies at the Polytechnic TU Delft, Netherlands and the European Institute of Design of Turin, Postgraduate in Exhibit Design. Since 2005 She is member of Territori24 architecture and urbanism for which coordinates the project ACCES_SOS- In 2010 founded the company in design and ephemeral architecture LA PETITA DIMENSIO’ with Aristoy Susana. Our Cities’ Public Space is the last neutral territory. It does not belong to anybody, it belongs to everyone. It changes and shapes itself depending on who is momentarily inhabiting and contaminating it. Most urban public space is empty, forgotten, or - on the contrary - confused and congested, because of the rapid social transformation the city itself is experiencing. We cannot avoid hearing an SOS urgently being sent from our streets, as well as a demand for a new civil commitment that involves us, as scholars, professionals and public space actors. Acces_sos, an international association for design and research composed of Italian and Catalan architects, explores the nature of public places and tries to give answers to the social discomfort of our urban space through the study of accessibility. Acces_sos defines accessibility not just as the absence of architectural barriers, but also as the propensity any anthropized environment has to be inhabited, lived and enjoyed by people of any age and social status. Acces_sos has developed urban design projects through participative practices with citizens, events, performances and research, with and for the public administration of Catalunya, Emilia Romagna and Tuscany. In 2010, Emilia Romagna financed the creation of an executive general plan to help with the construction of an “elderly friendly city” and of a “hospitable urban environment.” The acces_sos method has been divulged through the ‘Xarxa de Barris” by the Generalitat de Catalunya during the process of urban revitalization activated by the “llei de millora de barris”. This paper presents the results of acces_sos research as of today. It also describes the experience of the workshops in Emilia Romagna and Catalunya and presents a photographic journey through differnt contemporary urban realities offering possible guidelines for urban revitalization using the methodology acces_sos applies. Pedagogical challenges in design 80 81 Pedagogical challenges in design Challenges of jewelry designers in front of the industrial demand: a new profile? .................................................................. Isona Ten Valls1 1 Dissenyadora de joies freelance, Barcelona, Espanya. email: The purpose of this text is to figure out the working challenges jewellery and costume jewellery designers will encounter in order to define their profile, taking into consideration the present changes in mass production and any present social transformations. The definition of the jewellery designer’s profile is based on three points: 1) An approximation of the jewellery concept and its impact in production. 2) An attempt to redefine the relation between jewellery designers and their working place based on my own training and working experience. 3) A multidisciplinary training proposal which includes learning industrial design and fashion design competence skills while learning social skills which will enable the designers to cooperate and work with a wide range of professionals. isona10@gmail.com .................................................................. Pedagogical challenges in design Teaching what we know and what we don’t know. The value of uncertainty in the pedagogy of design ............................................................... Nacho Gil González1 Área Cultural, BAU Escuela Superior de Diseño, Barcelona, España. 1 Since the mid-twentieth century, uncertainty has turned into a main concept for seemingly distant fields such as physics or psychology. Although it takes roots in much earlier times, its presence is increasingly relevant in our everyday life. But where does uncertainty arise from? Why do we understand it as a threat? And in particular: Is there the need for a pedagogy of uncertainty? Could it apply to design teaching? Which could be the purposes and implications of its adoption? This paper tries to answer these questions and clears space for a teaching and learning of design ready to face uncertainty instead of avoiding it, considers the role of uncertainty as an organizer of both content and teaching practices, and aims to promote an education consistent with contemporary knowledge and circumstances. email: Biography nacho.gil@bau.cat Degree in Industrial Design at Escola Superior de Disseny, ESDi (Spain) and 3D with Digital Modelling at University of Central Lancashire, UCLAN (Great Britain) Actually I am working as a freelance jewellery and accessories designer. ............................................................... Biography Professor at BAU School of Design and, formerly, professor at several Catalan universities (UPF, UOC, UVIC, ESERP). Graduated in Journalism (1990) and in Advertising (1992) at UAB. Postgraduated in Philosophy at UB (1999). Currently, he is a PhD candidate in Public Communication at UPF, and he also works as an advertiser and graphic designer since 1992. 82 83 Pedagogical challenges in design Can you learn to innovate? A proposal for people-centered school innovation .................................................................. Humberto Matas Rodrigo , Alicia Chavero2, Irene Estrada2 1 Director Fundación Diseño e Innovación. Madrid, España. 1 2 Directora h2i institute, Madrid, España. email: humberto.matas@h2iinstitute.com The concept of human centred innovation goes beyond embodying potential clients or users in the new creation of ideas. The philosophy puts the person at the core of innovation, and solutions are based on needs instead of possibilities. This approach is more centred on the how than the what. In that sense, h2i is quite different from the few other similar education initiatives there are out there. The institute works with innovation methodologies, skills and tools, developed by important American and European universities, innovation centres, and business schools that have been successfully tested and used in business. h2i promotes a space for training and experimenting, which is to be used as a think-tank, and from which the postgrads and companies can benefit. There are never more than 16 students at a time and the courses are very intensive, with students taking classes three days a week, as well as working on demanding projects. Everything the students work on is eventually applied to the real world. As a foundation for a lot of the thinking behind h2i, innovation can only exist when applied. alicia.chavero@h2iinstitute.com Pedagogical challenges in design Design- Towards a creative industry for the latinamerican reality .................................................................. Dra. Alejandra Elena Marinaro1, DG. Romina Alicia Flores1 1 Escuela de Comunicación y Diseño Multimedial. Universidad Maimónides – Buenos Aires, Argentina email: marinaro.alejandra@maimonides.edu flores.romina@maimonides.edu .................................................................. irene.estrada@h2iinstitute.com Biography Alejandra Elena Marinaro (44) got her MBA degree from Salvador University (Argentina) and Deusto University (Spain). She is academyc Secretary at Maimonides University. Director of the International Business School and the Communication and Multimedia Design School at the same University. Founder and member of the collective art group “Proyecto Untitled”. Evaluator designated by the National Commission for University Evaluation and Accreditation of Argentina for postgraduate programs. .................................................................. Biography Humberto Matas, Designit’s Strategic and Innovation Director, teaches Innovation Methodologies and is the president of the Innovation and Design Foundation, where the Innovation School Human Centered h2i was founded. He helps large companies to develop new products and services, supporting entrepreneurs in their business and teaching their students new ways of thinking and finding passionate ideas. He has demonstrated that the balance between a company’s human conception and implementation of an income statement is not only possible but desirable from a business perspective. Linked to the Internet from the beginning, and a first experience in Tandem DDB, in 1995 he founded Conver, an online marketing consultancy. In 1997, he joined Teknoland, where he held various senior positions, including Director of Consulting. In May 2001 he founded dnx with Joaquín Guirao, its current business plan (now Designit). Romina Alicia Flores (35) is Graphic Designer. She completed her studies in 1999 at the University of Buenos Aires (Argentina), where she taught for over 7 years in Morphology I and Design II. In 2004, she became coordinator at the graphic design and multimedia area at Maimonides University, where she is currently teaching “Basic´s of Design” and “Senior Project II”. Since 2007, under the direction of Alejandra Marinaro, she coordinates the collective art group “Proyecto Untitled” 84 Nowadays, Latin America shows a very uneven distribution of technology resources: the gap between those who have access and those who cannot access technology is ever growing; this leads to “technology illiteracy” that produces job marginalization and educational inequity. The duty of educators and politicians is to find new policies and programs that should include creative industries such as designing, together with the teaching of new technologies to make it possible for a greater portion of the population to have access to this knowledge, which will enable it to be included in the job market. This would lead to a greater social and cultural impact in the region. This type of training also means that the language of the educators will change. It is, at the same time both, continuity and separation from an essentially verbal teaching tradition, centered in the teacher as the main actor towards a new multilinguistic and multi-media and multidisciplinary conception oriented towards the learning activities of the student. Within this context and due to the challenges posed by our goals to transform Multimedia Design into an important creative industry in our region, we created “Project Untitled” at Universidad Maimonides. This is an artistic collective undertaking that includes teachers, directors, and students of the School of Multimedia Communication and Design, together with a group of artists, curators, biologists, and engineers, among others, that we invite to work with whenever it is possible. Our goal has been, since its inception, to be mediators or links among the fields of education, arts, science, and society by means of interactive design. “Untitled” is a pedagogic, artistic and technology Project, which originated as a response to the need to optimize the quality of education in the local scene. Teaching strategies as the one we describe are generally not present in Latin America and we have adopted them to enable our students and graduates to become as competitive as possible for the job market. Since its creation, this Project has been present with its avant-garde artistic production in many art and design spaces. This Collective Project has been able to find artistic solutions to challenges that are a mixture between the arts and technology by approaching them from the design, public art, bio-art, robotics, interactivity, and video games points of view, among others. Furthermore, it was devised as a system that links education with work and experimentation. Naturally, this will have a strong repercussion on the entire society. The goal of this Project is to cooperate with learning paradigms in order to reach the quality that a true society of knowledge needs. Education is fundamental for the development of any nation, including the “periphery countries”, which can contribute a different point of view, and which, in this sense, can offer wider possibilities, precisely because these countries have the “critical distance” that, probably, core countries are short of. 85 Pedagogical challenges in design The North, East, West, South (NEWS) Project Exploring traditional knowledge parallels in the Creative Economy ............................................................... Timothy Neil Antoniuk1 Associate Professor Coordinator Industrial Design Program 1 University of Alberta,Department of Art & Design, 3-98 Fine Arts Building, Edmonton, Alberta, Canada email: tna@ualberta.ca ............................................................... Biography Tim Antoniuk is an Associate Professor in the Industrial Design Program at the University of Alberta where he teaches classes in emerging economic design models, contemporary furniture, and design for social and sustainable needs. Prof. Antoniuk’s research investigates sustainable desire and issues related to tacit, traditional knowledge, and the emergence of the (global) Creative Economy. Is it possible that smaller and less globally competitive countries in the world could become the focal point of creative inspiration and envy? Could old knowledge and a deep understanding of ancient cultural traditions, such as those of the Canadian Inuit, Chinese, Mexican and South African people, become one of the most important factors behind developing innovative goods and services in the future? The NEWS Project is beginning to show compelling evidence that one of the most important sources of ‘innovation’ in the future will come from co-developing a socially and environmentally-driven design process; a system which is focused on redefining contemporary notions of modernity and human progress through integrating old knowledge parallels and traditions with emergent technologies, design, communication and distribution systems. Building on to the research findings, lessons and methodological processes that Antoniuk and the visionary Dutch design group Droog developed during The NEWS Project’s pilot-project, The Luxury of the North (2009-11), team members will visit four new and highly remote regions of the world each year to immerse themselves in the rituals, lessons and traditions of four ancient, indigenous cultures. Mobilizing some of the most respected researchers and design schools/institutions from the North (Canada), East (China), West (Mexico) and the South (S. Africa and Botswana), all projects will maintain the highest levels of creative and ethical integrity through using ‘local research experts’. Intended to help steer each project, these regional collaborators will help the team to develop open, trusting and meaningful relationships with the remote communities that they will work with; they will become invaluable interpreters of cultural traditions, aesthetics and in decoding how these people have lived sustainably for millennia. Through developing a better understanding of how these cultures have relied on art, design and story-telling as a primary (or only) means of conveying knowledge (a system which evolved over thousands of years of testing and development) Professor Antoniuk and members of The NEWS Project will show theoretical (written), conceptual (computer-generated) and physical evidence (prototyped artifacts), of how seemingly worthless objects from nature and traditional cultures can offer new creative, material and aesthetic insights into how the contemporary world could live more sustainably. This paper, which is supported by initial findings from The Luxury of the North Project and a diversity of theoretical and statistical evidence, will show: (A) how and why the Creative Economy is becoming the most powerful, durable and influential economy in the world today; (B) why a new global and creative-base design methodology must be developed to support its expansion; (C) how and why new creative-based approaches could enhance levels of social innovation; and (D) how the ‘hybridization’ and reformulation of traditional knowledge and cultural practices could allow struggling nations, regions and cultures to compete more effectively in the Creative Economy. 86 Pedagogical challenges in design Colour: In the line of tradition and of ephemeral existence .................................................................. Daniel Yacubovich Bursztyn1 1 Escuela superior de Diseño. ESDI. Asignatura: Teoría y Taller de la Forma y el color email: dyacubovich@prof.esdi.es danivich@gmail.com .................................................................. Biography Daniel Yacubovich was born in Argentina in the year 1954. In the year 1963 he emigrated to Israel.From 1982 he leaves in the city of Barcelona. Paints, writes and shows installations in museums, Fundacion Miró, Kunstahalle Dusseldorf. Williamsburg Art & Historical Centre in NY. Arts festivals and galeries. He designed games and showed chairs, in the Vinçon art space, drawings and paintings at the Gallery MX Espai, the Gallery Antonio de Barnola in Barcelona. He teaches from the year 1989 in the ESDI: Escuela Superior del Diseño de Sabadell. Barcelona. Universitat Ramon Llull. This paper is mainly concerned with the theoretical and practical aspects of the teaching of form and fundamentally the teaching of colour. Through chromatic means this paper explores the metamorphosis carried out by our perception, between the phenomenology of presentation and representation. Observations carried out in everyday life as well as in teaching are presented, looking at different emphases and methods of application, especially through colour and its use in teaching, communication and design. Some of these interactions will be shown through practical exercises. A big challenge in the transformation of perception today involves the use of new methods of focussing on time in a creative manner. The phenomenon of representation is an essential depository of time, the history we inherit and how this is represented. In this more general context are grouped perception, the culture we inherit and an overall structure by which we are conditioned. The system of experimentation through the recourse to colour, which is presented here for the first time, is the result of research over a period of 20 years of experience as multidisciplinary artist and teacher of students of both art and design. The experience of integrating a 3D approach in a work of 2D makes necessary the organization of our perception which, subject to rigid cultural patterns, calls for a revision of certain aesthetic values that allows a new freedom in representation. In this experimental work, the distinction between art and design is not fundamental, given that everyone (at least those with no colour perception problem) experiences the sensory and aesthetic phenomenology of chromatics.. Nevertheless, the application and communication through colour is of particular interest to professional artists, designers, teachers, etc. In working with a system of recourse and articulation, for example, for a space, a place or a landscape, one can experiment with his/her own perception in a process of transformation. This means that the person involved must understand the real significance of differential chromatic value; due to the interaction, not only of tone but from the movement of his own body through space, changes in skin temperature and touch, and how this is translated by the retina; following this organizational logic, in the application of colour in a two dimensional plane.. The exercises proposed analyze and question pictorial tradition, and propose a reshaping of some aspects of teaching and training in the area of representation, as applied to the present day. These proposals arise from new spatial perspectives and from physical and chromatic landscapes transformed into symbolic questioning. The object here is to render support, by means of specific exercises, to young students who want to train in the world of design and art while exploring, both personally and professionally, the phenomenon of representation in general and design in particular. 87 Pedagogical challenges in design Spatial reasoning, the creativity phenomenon. Model “from design to THE DESIGN ............................................................... Dina Rochman Beer 1 1 Universidad Autónoma Metropolitana, Cuajimalpa, México, Distrito Federal. email: drochman@correo.cua.uam.mx This paper provides an overview of the model called “from design TO DESIGN” which explains, defines and represents the qualities, characteristics and circumstances of the paradigm shift in the teaching and learning of design, for the development of a method of spatial reasoning through reflection, interpretation, exploration, relationship, identification and description of the concepts, procedures and techniques for the production of an object. This model describes the interaction of the different disciplines that must be taken into account in the teaching and learning of design to solve real problems, and that with the use of innovative digital technologies develops spatial reasoning. The spatial reasoning, creativity phenomenon is explained through three main areas: “know-how, artistic knowledge, and technical knowledge” and there is a fourth area: “grow for change”, so that the future designers can create new ideas, provide original solutions and can be competitive in their professional lives. ............................................................... Pedagogical challenges in design The silicon pen: Reflections on the impact of Computer Graphics in the activities of design .................................................................. The article is brought into critical discussion that from the nineteen-eighties observe with concern the systematic replacement that was carried out in the traditional techniques of Drawing for Com-puter Graphics. In our opinion the euphoria of the diffusion of ITC’s (In-formation Technology and Communications) has tended to hide and/or underestimate the incidence of this phenomenon in the field of Graphic Expression applied to the project. The aim of our work would be to put into question some of the pedagogical effects this process has led to the expression and communication of the project, and furthermore, for the capabilities of the designer. Alfredo Berdié Soriano1 Departamento de Expresión Artística de la Escola Superior de Disseny (ESDI) Universitat Ramón Llull (URL) y de Expresión Gráfica de la Escola Tècnica Superior d’Enginyeria Industrial de Barcelona (ETSEIB), Universitat Politècnica de Catalunya (UPC), España. 1 email: Biography alfredo.berdie@ege.upc.edu Doctor of Education in the area of diagnosis, measurement and evaluation of the educational intervention. Professor and researcher in the Department of Theory and processes of Design Cuajimalpa Metropolitan Autonomous University in Mexico City. Member of The International Society for Geometry and Graphics. .................................................................. Biography Doctor of Fine Arts, Bachelor of Fine Arts, specializing in Design. Professor, Department of Artistic Expression of the School of Design (ESDI) Universitat Ramon Llull (URL) and Expression Graphic Superior Technical School of Industrial Engineering of Barcelona (ETSEIB), Universitat Politècnica de Catalunya (UPC), Spain. 88 89 Pedagogical challenges in design And wake the dream of improving design education ............................................................... Oscar Ernesto Guevara Alvarez1 1 Consultoría pedagógica especializada en la enseñanza del Diseño. Barcelona, España. email: didacte.oscar@gmail.com ............................................................... Biography Architect. 25 Years of experience in architectural project, and teaching and research in the fields of architecture and design. Founder and Academic Vice-Rector of the first university dedicated to these branches in Honduras:.Completing a PHD in architectural education. Founder and Director of the Consultancy Pedagogical “Didacte”, specialized in the teaching of design with headquarters in Barcelona. Author of the book under publishing “Immersion in the Teaching of Architecture and Design” . • Is there a specific discipline to teach design? What would this teaching be about? What would it study? • What to do to intervene successfully in design education? The presentation is geared to think about the paradox between the clear perception of the need to raise the quality of the design teaching-learning process and acceptance of the results obtained repeatedly. The strategy of the statement that follows is to use a comparison between the avant-garde company, carefully designed to detect problems and solve them in order to solve them and raise the quality of what they produce; and the University as a company. The problems with university design teachings do not belong to a region or particular institutions, but are universal problems and the differences seen between the educational institutions are of degree and not of essence. University education has to be transformed. We often notice that when we find weaknesses and aspects that could improve. However, we find ourselves immersed in them with so much familiarity that we fail to discover them and they go unnoticed. The problems are part of the teacher’s day-to-day work and become a source for pedagogical research, but could bring about changes in the teaching quality. I intend to expose the characteristics that manifest the teachings of design; its logic and the improvement guarantee that it offers, if it joins the educational system. And, on the other hand, the underlying structures in the institutions that prevent the intervention and teaching innovations in the field of design. This exposition shows that, to adopt particular design teachings, it requires an act of innovation by the educational institutions. The novelty of this paper is that the analysis is not projected from the practice of the profession, or from the theory of design, but from quality management and, above all, from a discipline that is newly born with a particular nature: the Didactics of the Design. Branding 90 91 Branding Breaking with the traditional image of wine using collage Tinedo’s (Winery and Vineyards) study case .................................................................. 1 Sonia Díaz Jiménez , Gabriel Martínez García1, Isabel García Fernández2 Branding Tinedo is not cool, not trendy, not found in media cultural spaces neither in the world of wine. They are not young and don’t have an architectural reference winery. They count with a low budget for communication and production. Having into account all the above they try to create an authentic and honest system in which owners, workers and consumers are attached and identified with it. DASPU – Fashion to Change The visual manifestation of such ideas and aspirations is translated into a contemporary language which communicates the cultural values of the land and the ecological and social environments. The graphic resources selected emphasize the narratives and the sense of humor using collage with basic and direct typography. 1 Departmento de Design – FAAC/ UNESP, Bauru, São Paulo Brasil. ............................................................... Ana Beatriz Pereira de Andrade1, Flavio Lenz2 DASPU is a fashion brand project, linked to the NGO Davida, and their results, translated into T-shirts, transmit messages related to prostitution, health, civil, and human rights. This is an analysis, as a cut, of three T-shirts signed by the fashion brand. The choice for these good-humored and double-meaning pieces was due to their establishing direct graphic reference to three brands that are part of public imagery repertoire, presenting the objectives of Davida/DASPU, directly related to the regulation of prostitution as a profession, and to the questions of prejudice and feminine self-esteem. 2 Instituto de Comunicação e Informação Científica e Tecnológica em Saúde, Fiocruz, Rio de Janeiro, Brasil. email: LSDspace, ESDmadrid, Escuela Superior de Diseño; Escuela de Arte y Diseño nº 10, Madrid, España. 1 anabiaandrade@openlink.com.br flavio@davida.org.br 2 Facultad de Bellas Artes, Universidad Complutense de Madrid, UCM, Madrid, España. ............................................................... email: Biography sonia@lsdspace.com gabriel@lsdspace.com Graphic Designer (PUC-RIo); Master - Communication and Culture (ECO/UFRJ); Doctor - Social Psychology (UERJ). Professor at Design Department - FAAC/UNESP (Bauru SP). Researches: Typography, Methods on Design and Design of Dissent, Human Rights, Multimodal Discourse applied to Gender museoig@art.ucm.es .................................................................. Biography Sonia Díaz Jiménez is a graphic designer. She has a three B.As.: in Fine Arts from the Salamanca University, in Communication from the Complutense University of Madrid and journalism from the Carlos III University of Madrid. She teaches at the Escuela de Arte nº 10 and ESD/madrid. Gabriel Martínez García is a graphic designer. He has a B.A in Fine Arts from the University of Salamanca. Currently he teaches graphic design at the Escuela de Arte nº 10 and ESD/ madrid. Isabel García Fernández is museologist and professor in the Fine Arts Faculty of the Complutense University of Madrid. 92 93 Branding Doodles and Google style code .................................................................. Style codes reveal different strategies image within the visual identity lattice nowadays. Yet many corporate entities build their visual identity based on closed strategies: based on the systematic repetition of the universal constants as a measure of effectiveness. Profª. Dra. Rocío Cifuentes Albeza1 The parameter of originality or occurrence can also be a key factor in achieving the principle of identification, according to our hypothesis. Área de Comunicación Audiovisual y Publicidad del Dpto. de CC. SS. Y HH. Doodles, illustrated Google logos, are a paradigm of open style code, sometimes close to the polymorphous images to leave without fear of the main image of the company and use some visual games for its configuration. 1 Miembro del Grupo de Investigación CULTURDES Universidad Miguel Hernández, España. email: rcifuentes@umh.es .................................................................. Biography PhD from Miguel Hernández University - Outstanding cum laude and proposed special award Professor of Audiovisual Communication and Advertising / CC. SS. and HH. Department/ Miguel Hernández Universitas Member of research group CULTURDESCulture, tourism and development cooperation Member of the Spanish Association of Communication Research, AE-IC Doodles over 900 published between 1998 and 2010, a period limited in our research, we glimpse these logos as an established and successful practice. The measure of effectiveness, according to each individual case, is the product between the relationship recurrence and occurrence. The a systematic with which these two variables involved in the process of decline or bending of the main image of Google, serves short-term incorporation of messages whose validity is ephemeral in time. Doodles have a dual function: to identify the search tool and the fact circumstantially cited therein. The medium exhibiting publicly Doodles-Internet- enables these logos and unusual favors attribution of different forms of interaction with them: they are all equipped with a function o become a search term drafted in advance by the company. This feature, unconventional stresses from a coherent and unambiguous view the symbolic translation of certain attributes of corporate identity, linked to productive activities such as search server. The Doodles are considered and a patented method that encourages access to a web site, collected by the Office of United States patents (USPTO: 2011). Also in 2010 have appeared more frequently interactive Doodles, substantially altering the public’s relationship with the brand: the user leaves his position of observer to form an active and integrated into the visual identity of Google. The user experience takes on new and different characteristics that modify the image projected by the company and the public perception. The international scope of the company and its search tool, dip consistently to the Doodles in a process of specialization, to adapt according to celebrations and national cultural characteristics of different users accessing the search tool at the top level geographical domain hat Google has registered. This feature is related to the company’s vision, making information accessible worldwide. Branding Bottle Talks. Two decades of innovation and excellence in Spain wine packaging. What now? ............................................................... Albert Martinez Lopez-Amor1 In 1988 there is the formal coming out of the first cava produced by a new winery, Raventós i Blanc. Its bottle wears an innovative and cutting-edge label, which is now considered the foundation fact of a new type of packaging communication that breaks with a huge traditionalist legacy. The graphic revolution that the Spanish wine industry experiences since then spreads upon various names and stages in a journey full of different images and creative ways, which culminates in the nowadays great acceleration. Today a growing number of professionals are specializing in an accurate and excellent packaging. The wine sector, in turn, shows a great understanding and receptivity to the benefits of the design. We are at a good time, in a good position. So let’s ask: where are things going? Where we need to make them go? 1 Economista i periodista especialitzat en la comunicació del sector vitivinícola; membre de la junta d’ADGFAD, Barcelona, Espanya. email: albert@lopez-amor.com ............................................................... Biography Independent communication professional specializing in strategy, creativity, design and content management. One of his main areas of activity is within the wine sector. He has collaborated with leading wineries and companies in this field –including Álvaro Palacios Spain, Luberri, José Pariente– and has organized several events related to the wine world, as the debate series The possible happiness, held at Arts Santa Mònica in 2011. He currently writes the blog superwine. posterous.com. The reputation of the company and its international recognition, supported by prestigious institutions such as Prince of Asturias Awards, justifies the investigation of his public image, to set a precedent in the imagination of visual identities and strategies of the current image today 94 95 Design of interfaces and of interactiveness 96 97 Design of interfaces and of interactiveness The Role of Design as a Means of Innovation in the Process of Creating Educational Video Games ............................................................... Joan Morales Moras1 Departament de disseny i imatge, UB, Barcelona, España. 1 email: joanmorales@ub.edu ............................................................... Biography PhD in Design from the University of Barcelona. MA in Multimedia Design (UB)Member of the research group Creative Practices and New Media (UOC). I have teached at UB, Elisava (UPF), IED and Massana (UAB) and worked as a designer and Art Director. Fields of interest: Design, New Media and Pedagogy In the context of knowledge society, designers face the challenge of designing new products and services in which digital technologies and the value of knowledge are crucial. Educational video games are a good example of them and are now experiencing a renewed interest by the multimedia idustry and academical research groups. In this regard, and taking into account that learning sciences -and most recently the emerging field of game studies- have already started to approach eventual formulas for their renewal, we think that the discipline of design should make an effort to contribute to that research and to bring its undoubted value as a discipline committed to innovation. According to that, this paper focuses on enhancing the role of design as a means of innovation in the production of educational video games. In the first place, We will try to identify the challenges and opportunities faced by these products in the context of the knowledge society, regarding both their design and their theoretical study within the field of design research. Secondly, We will situate educational video games in the intersection between edutainment software and the so-called serious games or games with an agenda. In addition to that, We will present some theoretical sources that might be useful for designers to approach their study. And finally, our main topic will be discussing the specific areas in which design may act as a means of innovation in the production of educational video games. We think that all of this may contribute to the aim of setting up the basis of the design discourse in the field of educational video game research and innovation, because We think that the discipline of design should add its voice and find its place in the multidisciplinary field of game studies, and to carry out an essential role in the innovation of educational video games. 98 Design of interfaces and of interactiveness Living Lab Research Landscape: Part II .................................................................. Marco Ferruzca2, Yadira Alatriste,1, José Ma. Monguet1 1 Barcelona Tech (UPC), Barcelona, España. 2 CyAD, UAM-Azcapotzalco, México, D.F. This work presents the results of an analysis and categorization of a set of papers about living labs published during 2006-2011. The aim was to build a deep understanding of the domain landscape of living lab research (D3LR) proposed in the past 1st. Living Lab Summer School held in Barcelona (Pallot et al., 2010). 817 papers were reviewed in order to try measuring the size of each research area proposed in the original D3LR based on published scientific papers contained in the ISI Web of Knowledge. They had to be related with design, users and Internet. They were also classified according to four possible subjects: artifacts, concepts, models and methodologies. Results of this study can be of interesting for those looking a research topic about living labs. It also outlines where living lab research is more needed and trends in this theme. email: yadira.alatriste@gmail.com monguet.upc@gmail.com mvfn@correo.azc.uam.mx .................................................................. Biography Marco Ferruzca, Profesor-investigador de la Universidad Autónoma Metropolitana-Azcapotzalco (UAM-A). Estudios de Posgrado en el ámbito de las Nuevas Tecnologías Doctor por la UPC. Su experiencia profesional y de investigación se orienta a la innovación conducida por el diseño y las TIC. 99 Design of interfaces and of interactiveness The tangible bits .................................................................. Dr. Anna Pujadas Matarín1 1 EINA/UAB, Barcelona, Espanya. email: apujadas@eina.edu Tangible Bits, is a survey of Human Computer Interaction (HCI) that seeks to realize seamless interfaces between humans, digital information, and the physical environment by giving physical form to digital information and computation, making bits directly manipulable and perceptible. The goal is to testify how designers, architects and engineers blur the boundary between our bodies and cyberspace and turn the architectural space into an interface. Design of interfaces and of interactiveness Neurona, Digital applications and content’s design and development ............................................................... Alejandro Limón García1 Instituto Tecnológico de Estudios Superiores de Monterrey. Campus Guadalajara. México. 1 .................................................................. Biography Departamento de Diseño industrial, Escuela de Ingeniería, Arquitectura y Salud. Anna Pujadas (Sabadell, 1967) has a degree in Art History (1990) and one in Philosophy (1992) by UAB. She has a Ph.D. in Art History (1998) also at UAB. She teaches History and Theory of Design in Eina Design School (2002) and teaches in the Master in Cognitive Systems and Interactive Media of UPF (2007). email: alejandro.limon@itesm.mx Earlier than we can imagine, most of the things that we know will become digital. Through mankind history, the appearance of new technologies has been marking the way we develop as society. To every great invention, has followed a series of movements and sociocultural responses that have changed the way we see and experience the world around us. The advance and grow up shown by digital technologies, without any doubt has reframed the way we understand the world. New types of users, interfaces and computers will be born, and the definitions to concepts that we have generated as a society, will have to be reconsidered. This work presents an analysis of some factors that were considered key, in the development of digital – products and services. a) The appearance of new artistic forms of expression, product of the influence of the digital era in world of art. b) The interface design concept. c) The increasing availability of new technologies. d) The strategic analysis of future scenarios. ............................................................... Biography Limon has participated as designer in projects of plastic packages and publicity, as a professor of Industrial Design for the ITESM and as interface designer for the project taxi bcn, in collaboration with center H.M.I. SEAT, as an intern design consultant for the ITESM, Working for companies like Auto transportes ADO, BEA Sistemas, Continental, and others. It will also be presented the concept of “Bionic” as an alternative to the conception of these new products is and services. This work will presents as an inspiration three processes of human intelligence, such as associative memory, properties of the cerebral hemispheres, visual memory. Has published articles and imparted conferences about, Interface design, user experience, and future scenarios for the digital industrie. 100 101 Author index 102 103 A F L 57 Adell Querol, Á. 69 Fariña Rodríguez, M. 47 Larrea,Q. 56 R. García, J.L. 99 Alatriste, Y. 27 Feliu Fabra, M. 93 Lenz,F. 66 Ramírez Triana, N.Y. 60 Let Elier Parga,S. 59 Reina Moreno,P. 101 Limón García, A. 39 Retegi Uria, A. Liu, X. 61 Reyes Guerrero,M. 36 Rivera Pedroza, J.C. 88 Rochman Beer,D. 37 Rodriguez Vives, S.M. Alicia Flores, R. 74 Fernanda del Real García, M. 64 Amat de Broto,G. 58 Fernández Cano, J. 78 Aparecida Nakayama, L. 52 Aparo, E. 80 Fioravanti, M. 24 Aristoy Bolíbar,S. 38 Fonseca de Freitas Martins, R. 46 Ayneto Gubert, X. 48 Franky Rodríguez, J. 68 Fuentes García,C. 34,85 51, 99 B Ferruzca, M. G 40, 79 M 29 Manresa Mallol,I. 51 Rodríguez,J. 30 Marco,V. 41 Rom Rodríguez,J. 65 Marin de la Fuente,J. 56 Rosa Sierra, L.A. 92 Martínez García,G. 25 Ruiz Molina,E. 39 Beitia Amondarain,A. 89 Berdié Soriano, A. 49 Gaddi,R. 95 Martinez Lopez –Amor, A. 38 Bittencourt Ribas Fornasier, C. 68 Gallego Santos, R. 44 Martins,I. Bolton, S. 92 García Fernández,I. 84 Matas Rodrigo,H. 69 García González,S. 75 Merino Sanjuán,L. 67 Sanahuja Rochera,J. 40, 79 Ge, X. 58 Mestres Domènech,C. 50 Scaletsky,C. 45, 83 Gil González, N. 99 Monguet, J.M. 50 Schüler,G. 98 Morales Moras,J. 60 Silva Roquefort, R. 52 Soares,L. 68 Suárez Quirós, J. 40, 79 C 66 Cardozo Vásquez, J.J. 69 Goberna Crespo, S. 37 Casado D’Amato, M.G 39 González de Heredia López de 84 Chavero, A. 74 Sabando, A. 38 Churchman, L. 76 Gonzalez Giralt, A. 94 Cifuentes Albeza, R. 56 González Madariaga,F.J. 44 Creus Castellana, M. 75 Gual Ortí, J. 90 Guevara Alvarez, O.E 31 Guixà Frutos, R. D N 86 35 Tarranto,F. 80 Tartari, C. 70 Oliveira Santos de,A. 82 Ten Valls,I. 65 Oliver-Solà, J. 28 Testi, M.L. Di Tommaso,F. 92 Díaz Jiménez,S. 44 Díaz,T. 53 Hasse,D. Dopico Aneiros, D.. 46 Hermosa Arroyo,B. 36 Hernandis Ortuño, B. 46 Palazuelos Puerta,A. 77 Val Fiel, M. 66 Herreño Téllez, E. 28 Paredes, M.V. 46 Veefkind,M. 76 Pegenaute Sanchez,D. 77 Vento Vila, E. 26 Pelta Resano,R. 70 Vera Pérez – Garcitúa,C. 93 Pereira de Andrade,A.B. 25, 69 E 34, 85 Elena Marinaro, A. J 79 Erlendsson, G. 84 Estrada, I. 65 Jiménez Martínez, C. . 55 Justel Lozano, D. 104 P 38, 78 58 75, 77 Puyuelo Cazorla,M. 49 Zanolla Mancini, A.S.Zizumbo, A. W Puig Poch, M. Pujadas Matarín,A. Z V Perfetto Demarchi,A.P. 100 Yacubovich Bursztyn,D. T 80 H 87 S Neil Antoniuk,T. O Y R 60 Wolff Cecchi, C. 105 Innovate in order to compete – that’s how we could resume the formula we follow when we design. We know that a properly canalized creativity can stimulate the increase of sales and a position in the market. However, we keep taking about innovation and competition from the point of view of an economic system in deep identity crisis and with an undeniable necessity of change. While the predictions of the experts are still contradicting themselves about the future of our country, in Europe the most distinctive value will be charged on the creative professions. For the modern industrial times of the XX century “innovating” meant creating something completely new, revolutionary.Today, the value of innovation does not lie in this “clean slate”, but in humanizing the technology, recuperating qualities and defining products because of their effective durability and vital cycle. Which are the qualities a product must have in order to be more competitive in the future markets? What role should design and creativity play in the definition of new industries in Europe? Both questions are interesting for debate and answer. I wish that in this congress we could define some lines of thought that contribute trustworthy data about how to understand innovation and competition in years to come. Uli Marchsteiner Chairman 106