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critical analysis of worldwide approaches:from digital fabrication to artisans’ communities
DESIGNPROCESSESFOR SOCIALINNOVATION
Francesco MazzarellaMSc thesis in Ecodesign- Politecnico di Torino - 24/07/2013Supervisors: Pier Paolo Peruccio (POLITO), Rita de Castro Engler (UEMG)
OBJECTIVE
how design can contributeto social innovation
and sustainability of a territory
map complexity of approachesunderstand the roots of the phenomenon
case studies (design recommendations)guidelines for future developments
fieldresearch
MSc STUDENTPolitecnico di Torino
March 2011 - July 2013
ERASMUS STUDENTUniversity of Twente (Enschede)September 2011 - January 2012
MSc THESISUEMG (Belo Horizonte)
February 2013 - June 2013
ITALYmicro-enterpreneurship
BRAZILartisans’ communities
THE NETHERLANDSdigital fabrication
ACTIVITY
questionnaires
interviews
ACTIVITY
literatureanalysis
FRAMEWORK
MICRO-ENTERPRICE
diff
use
INDUSTRIAL CRAFT
DO
IT Y
OU
RS
ELF
experimentation
service PUBLIC system CROWDsourcing
PARTICIPATORYdesign
natu
ral
no-techreuse
vern
acul
ar
tradition
MU
LTIC
ULT
UR
ALI
TY
MATERIALSLOCAL IDENTITY
sustainabilitycommunitySOCIAL innovation
craf
ts
BRAZILITALY
NETHERLANDSSY
ST
EM
IC d
esig
n
SELF-PRODUCTION
digital fabrication
community innovation sustainability
FRAMEWORK
production
promotion
design distributionselfproduction
? PRODUÇÃO PESSOALINDIPENDENT DESIGNERAUTHORIAL DESIGNER ...
APPROACHES MAP
produçãopessoal
co-design
selfconstruction design
collective
selfpromotion
smallentrepreneur
artdesign
artisanaldesign
vernaculardesign do-it-yourself
digitalfabrication
craftsmanship mass production post-industry
produçãopessoal
THE ROOTS OFPRODUÇÃO PESSOAL
reactio
n to standardknow-how
pers
on
alization
m
id. ‘700 - mid. ’800
direct production
m
id. ‘800 - mid. ’900
labour division
90s - today
aware subject
diffuse production
flexible production
process / service
open design
local market
diffuse creativity
co-design
THE ROOTS OF PRODUÇÃO PESSOAL produçãopessoal
technological testing
designer+artisan
loca
l des
ign
mas
s cu
stom
izat
ion
open
com
mun
ity
social role of designer
Do-It-Yourself
Do-It-Yourselfprosumer
vernacular design
self-promotion
small entrepreneur
1920
-30s
1950
s
1970
s
1980
s
1990
s
2000
s
2010
s
participatory architecture
digi
tal f
abri
catio
n
99,4%
0,5%0,1%
68,2%
12,2 %
ITALY:MICROENTREPRENEURSHIP
65%
13 %MICRO/SMALLENTERPRISES
Source: EUROSTAT
19,6 %
22%
CREATIVE REUSE
LOCALindustry
technologyTRANSFER
industrialWASTES
design ART
ARTISANS’ PLATFORM
LOCALartisans
E-COMMERCE
productionON DEMAND
DESIGNEXPERIMENTATION
4DESIGN UNIVERSITIES
710 BilGDP
8,5%UNEMPLOYMENT
DESIGNSYSTEM
THE NETHERLANDS:DIGITAL FABRICATION
73,2%NOINDUSTRY
24,1%SERVICES
trading, finance
12,2 %
>5LIVING LABS
CREATIVE RESEARCH
FABLAB
PARTICIPATORYdesign 6 LABS
SOME EXAMPLESCODESIGN PLATFORM
+ 8.000COMMUNITY MEMBERS
9 START-UPTO LAUNCHIN NEXT 2 YEARS
3 START-UP OPENEDSustainable Dance Club
Three Wheels UnitedYuno
6°WORLD ECONOMY
85°HDI IN THE WORLD
BRAZIL:ARTISANS’ COMMUNITIES
8,5 mlnkm²
194 mlnINHABITANTS
50÷300%INCREASE IN INCOME
18 Bil FROM CRAFTS
85%CRAFTSWOMEN
8,5mlnARTISANS
64,3%OF BRAZILIAN MUNICIPALITIESOWN CRAFT PRODUCTION
CRAFTSMANSHIP
GRAPHIC
FASH
ION
FURNITU
RE
GASTR
ONOMY
TRADITION
interwoven withFAMILY everyday life
MANUALITY
PROFISSIONAL REGISTER?
CRAFT CLASSIFICATION
PRODUCTION VOLUME
CU
LTU
RA
L V
ALU
E
popular art
indigenous crafts
traditional crafts
conceptual crafts
cultural reference crafts
typical products
manual works
“industrianato”
Serviço Brasileiro de Apoio às Micro e Pequenas Empresas, 2004
SOME EXAMPLES
PUBLIC SUPPORT
ENHANCE TOURISM
access to utility goods
self-esteem
access to technology
WELFARISM
fear to lose subsidies
short-term support
economic difficulties
PROS & CONTROS
join associationsrelation with territory
increase health
not professional
no quality standards
ristrict market
not innovative products
RESENDE COSTA fabricwood
tourismcultural park
museumsfair
fair
woodmetal biscuit
pond
soap stone
TIRADENTES
INHOTIM
BICHINHO
RIO ACIMA
SÃO TIAGO
SÃO JOÃO DEL REI
OURO PRETO
MACACOSUEMG
BH
UFMG
MY EXPERIENCE IN BRAZIL
BH
BAHIA
RIO DE JANEIRO
craft fair
craft fair
gastronomy
museums
CURITIBA
FLORIANOPOLIS
SÃO PAULOPaula DibCampanas
Heloisa Crocco
Ronaldo FragaMaximo SoalheiroLaboratorio PiracemaRogério Fernandes
PAULA DIB PARTICIPATORYdesign
PAULA DIB’S MAP
fab lab?
SÃO PAULOhumanisticformation
1.
industrialdesign
3.
ceramicproduction
intership
craftvillage
2.AUSTRALIA
BAHIA
BRITISH COUNCIL
permaculture4.
young designer entrepreneuraward
5.
know the market
BRAZIL / AFRICA / EUROPE
SPAIN/JAPAN/FRANCE/GERMANYINTERNATIONAL
perspective
MULTIDISCIPLINARITY
FREEDOM
SHORT-TERM
WEBSITE
NEW PARTNERSgovernments
social
economic
companiesNGOs
universities
TRANSFORMADESIGN
social enterprise
no authorialINDEPENDENTfacilitator
socialdesign
PROCESSDESIGN
SUSTAINABILITY
MANUAL
LOCAL CHAINwhy?how?what?
cooperativesartisansuniversities
word of mouthpersonal contactsfame (award)
low taxesaware consumer
efficient material usechrome-free leather
reuse tires
size productiongrow community
low productive cost
rescue traditionsempower community
improve quality of life
humanisticaction-oriented
cont
ext
back
grou
nd
structure
sectorsustainabilityprocess
REGIONALBrazil
EMERGINGBrazil
econ
omic,
socia
l
barri
ers
join through... ...DESIGN
design
AVAILABLEmaterials
LOCALartisans
HISTORYof place
CURIOUSlooking ACTION
DESIGN
PRODUCTION
DISTRIBUTION
COMMUNICATION
LESS RISK OF FAILURE
ARTISANS’RESISTANCE
GLOBAL MARKETLOCAL
DOCUMENTARY
INCOME
DIAGNOSIS
SIMPLIFY PROCESS
INNOVATION
HIGH QUALITY
PICTURES
HIGHER PRICE4€ 46€>
environmental
from 1 to 23 artisansin 3 years
COW breedingabundant MATERIALartisans’ KNOW-HOW
RESCUE CRAFT TRADITIONS
CARIRI, CEARÁ
OPTIMIZE CRAFT PROCESS
CHROME-FREEleather
LOCALMATERIALSeucaliptus+seeds
REUSEDtires for soles
COMUNIDADES CRIATIVASDAS GERAES
UEMGCEDTec artisans
11PROFESSORS 3
17 STUDENTS
LOCAL initiativesto solve DAILY problemspromoting SOCIAL interactionsin a SUSTAINABLE way
from
201
0
MINING TOURISM
WATERFALLSBIOSPHERE RESERVE
IMMIGRATIONCULTURAL DIVERSITY
ISOLATION
bottom-up
PARTICIPATORYdiagnosis
MACACOS, 20 Km from Belo Horizonte
80%NOT RESPONSIBLE FORFAMILY SUBSTISTENCE
designer’sbrief
CO-DESIGN
co-design
artisan’swork
artisan’swork
alternativespresentation
designer’schoice
DESIGNmethodology
4 MONTHS
CRAFTtechniques
prototypepresentation
“SOFT” WAY
PRODUCT SELECTION
PRODUCTS73%
95%production
LOCAL IDENTITY
AVAILABLE MATERIAL
REUSED MATERIAL
PACKAGING
PRICING
LOW TECH
0,8÷11productive COST
ENTREPRENEURS’ COMMUNITY
local SHOP
local FAIR
EMPOWERMENT
PROFESSIONALISM
MORE P.O.S.
OTHER CASE STUDIES
São Tiago Celton Campanas
PROS & CONTROS
produçãopessoal
territorial designrelationships
open networkno logistics
free expressionflexible production
low investmentstraceable process
design by componentsproduct fixing
PROStrivializationisolationrisk of failurecommercial difficultiesrough product finishingdifficult managementlow communication
CONTROS
promotion
designplatform
designer
production subject
applied research
educ
atio
n
open
ecosystem
innovation
DESIGN PLATFORM
macrotop-downsupport
macrotop-downsupport
microbottom-upinitiaties
microbottom-upinitiaties
designplatform
PLATFORM’S STRUCTURE
RESEARCH &DEVELOPMENT
SERVICES& FACILITIES
internationalNETWORK
SUSTAINABLEDEVELOPMENT
of a territory
PROMOTIONdesign-drivenINNOVATION
BENEFITS
designplatform
GRAZIEDANK U
OBRIGADO
PATTERN DESIGN(case study:
Heloisa Crocco)
DESIGN & ACTIVISM(case study:
praia da estação)
CRAFTMERCHANDISING
for Brazilian international events
URBAN FURNITUREin the Estrada Real circuit
digital fabrication applied toSELF-CONSTRUCTION
PLATFORMof services forprodução pessoal
VERNACULARTYPOGRAPHY
as urban mark
FASHION& “MINERIDADE”
(case study:Ronaldo Fraga)
MATERIAL LIBRARYfor Brazilian crafts
ethnographic research onPERIPHERY DESIGN
to rescue material culture
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