Design

for Growth and

Prosperity
The European Design Leadership Board
Helsinki September 17, 2012

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Deborah Dawton
DBA, UK and BEDA, EU
The European Design Leadership Board
Helsinki September 17, 2012

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

What can design impact in Europe?

- The quality of life of the ciQzens of Europe

- The compeQQveness and growth of Europes and its
regions economies

- The quality and eciency of public services

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

The European Design Leadership Board

ChrisQan Bason
Mikls Bendzsel
Giovanni Cocco
Rachel Cooper
Deborah Dawton
Olli-Pekka Kallasvuo
Andrej Kupetz
Stefano Marzano
Isabel Roig
Klemens Rossnagel
Andrea Siodmok
Livia Tirone
Gerin Trautenberger
Roberto VerganQ
Thierry Wasser

MindLab, DK
Hungarian Design Council, HU
ISNART scpa - IsQtuto Nazionale Ricerche TurisQche, IT
Lancaster University, UK
DBA - Design Business AssociaQon, UK
Chair, World Design Capital 2012, FI
German Design Council, DE
Electrolux, SE
BCD - Barcelona Design Centre, ES
Audi/Volkswagen Konzern Design, DE
Technology Strategy Board, UK
Tirone Nunes S.A., PT
Microgiants Industrial Design GmbH, AT
Politecnico di Milano, IT
Guerlain, FR

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Three key challenges

- PosiQoning European design on the global stage

- Embedding design in Europes innovaQon system for the
benet of society, enterprises and the public sector

- Developing Europes design competences and knowledge
for the 21st century

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Six strategic design acQons:

- DierenQaQng European design innovaQon on global scale

- PosiQoning design within the European innovaQon system

- Design for an innovaQve public sector
- Design for innovaQve and compeQQve enterprises
- PosiQoning design research for the 21st century
- Design competencies for the 21st century
E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

DierenQaQng European design on a global stage

- IdenQfy and strengthen exisQng European Centres of
Design Excellence

- Promote the increased use of design in European industry

- IP infringement muscle and Duty of Care for shared
responsibility on IPR protecQon across the digital value chair

- Create a Designed in the European Union label in
connecQon with the European ECOLABEL to sQmulate the
export of design services
E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

PosiQoning design within the European

innovaQon system:

- Measure the impact of investment in design on growth

and social well-being

- Enforce the implementaQon of the current NACE Code
74:10 for Specialised Design AcQviQes by all Member
States

- Include design within innovaQon and business incubators
and their networks
E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

PosiQoning design within the European

innovaQon system cont

- Promote the use of Open Design

- Ensure a more sophisQcated approach to the public
procurement

- Improve access to design management experQse and tools
for European companies

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Design for an innovaQve public sector and for society

- Increase the use of design/designers in public sector innova7on:

Design Lab within the Commission

supporQng designers greater involvement in living labs
Through exploiQng the potenQal of the European Structural Funds on
design innovaQon for social change across policy areas.

- Build the capacity of public sector administrators to use design

methods themselves and to procure design eec7vely:

Through design toolkits, case studies and designers in residence

Through developing a design curriculum for public administrators in
design for eecQve policy-making and procurement

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Thierry Wasser
Guerlain, FR
The European Design Leadership Board
Helsinki September 17, 2012

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Design for innovaQve and compeQQve enterprises

- Recognise and value apprenQceships and vocaQonal training

- Establish a pan-European design leadership programme

- Develop programmes that support European medium-sized
companies with ambiQons to grow

- Enable eecQve transfer of design knowledge and best-pracQce

- Access to nance for SMEs

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Posi7oning design research for the 21st Century

- Embed design research in Europes

research system

Through including design researchers in

cross-sectoral, mulQ-disciplinary research
programmes
Through funding the evaluaQon and
communicaQon of the value of design in the
Horizon 2020 Programme.

- Create a European network on design

research

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Design competencies for the 21st Century

Raise the level of design literacy for all the ci7zens of Europe by
fostering a culture of design learning for all at every level of
the educaQon system.
Encourage Member States to support the development of design
competencies for the 21st century:

Through embedding the strategic role of design across disciplines in

higher educaQon
Through strengthening conQnuing professional development
programmes for design professionals.
Through embedding design in the training of apprenQces.

E U R O P E A N D E S I G N L E A D E R S H I P B O A R D

Ensuring success
Successfully embedding design in innovaQon in
Europe

Communica7on and advocacy raising awareness and
driving implementaQon
Establish a permanent dialogue on design with the
European Commission through an organisaQon like
BEDA

Mechanism for con7nuous monitoring of progress by
the Leadership Board for at least one year
E U R O P E A N D E S I G N L E A D E R S H I P B O A R D