In broad terms, it was an inspirational forum where the integration od design within organizations was made tangible through five partical case studies and presentations focused on innovation, with the aim of creating a meeting point between design and the business world. The events was designed so that «designers, design studios, and industrial companies could share space, explain proyects form both perspectives, and emphasize the impact these proyects have bad on their respective organizations, enabling other companies to incorporate this tool into their business models, «as noted by our proyect corrdinator, Lander Balza.
The session, facilitated by writer and journalist Pilar Kaltzada, began with an intervention by Leyre Madariaga, Director of Entrepreneurship and Digital Transformation of the Basque Government, who highlighted the value of our work. «It is no longer just about creating an attractive appearance, but about using design as a strategic tool to drive business succes and competitiveness», Madariaga started, while asko extending its applicability «to all aspects of the company, including corporate culture, internal processes, marketing strategies, and more».
On her part, our president Angélica Barco briefly outlined the main points and scope of the event to demonstrate “how languages come together, how the company and design do understand each other, and how we can indeed tackle complex challenges jointly.” She also warned that “it is not enough just to innovate; it is essential to think about why and for what purpose we innovate from today’s perspective, but with an eye on a not-too-distant future.” Furthermore, based on the results of the latest PISA report, Barco lamented that “it is impossible to progress as a territory and as an ecosystem if we do not use creativity as a strategic tool.” According to this dossier, Basque students rank near the bottom in Spain in creative thinking.
The presentation of the research project “Nine Patterns of Design Use in Organizations,” developed under the Design Impact Observatory and led by María Navarro, Manager of ADCV (Association of Designers of the Valencian Community), served as an excuse to delve into the topic and recognize the diversity of possible application scenarios — or in other words, to use design’s powers at a tactical level, not just a strategic one, in order to achieve business goals. Following this, a panel discussion took place, joined by Kike Correcher, former president of ADCV, and Alicia García, a member of the team.
Finally, the floor was given to the presentations of five success stories by the companies themselves and designers linked to EIDE and DIGA. All of them clear reference examples in different design application disciplines within national and international industrial companies such as Bexen Cardio and Diaradesign, Vidrala and Zorraquino, Cegasa and bigD, Famo and AGV Estudio, and Acceleration Robotics and Estudio Línea.
From this space, we want to thank both the participants and those who registered. We hope the day met all your expectations. See you at the next one.
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