Design Processes for Social Innovation. Critical Analysis of Worldwide Approaches, from Digital Fabrication to Artisans' Communities
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The thesis analyses how design processes can contribute to social innovation. Among these, self-production (hereafter defined with the Brazilian expression “produção pessoal”) is considered as the human-centred process held by the designer-maker who manages the entire process, from design, to production, distribution and communication. Despite the fashionable usage of the term self-production, the research goes back to the roots of the phenomenon, up to post-war self-construction, reaffirming the original social value of such a democratic design process. Through field research, worldwide approaches to produção pessoal are critically analysed, from Italian micro-entrepreneurship to Dutch digital fabrication to Brazilian artisans’ communities. Their strengths and weaknesses are outlined and design recommendations are defined. Produção pessoal seems to be an effective way to restart from the bottom and develop social micro-enterprises diffused on the territory. They are likely sustainable as they are local and flexible processes, tailored on human needs. Guidelines for the development of a platform (putting into system designers, producers and aware subjects) are defined, in order to make it contribute to the sustainable development of a territory, from an environmental, economic and social perspective.
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Design Processes for Social Innovation. Critical Analysis of Worldwide Approaches, from Digital Fabrication to Artisans' Communities
- 1. critical analysis of worldwide approaches: from digital fabrication to artisans’ communities DESIGN PROCESSES FOR SOCIAL INNOVATION Francesco Mazzarella MSc thesis in Ecodesign- Politecnico di Torino - 24/07/2013 Supervisors: Pier Paolo Peruccio (POLITO), Rita de Castro Engler (UEMG)
- 2. OBJECTIVE how design can contribute to social innovation and sustainability of a territory map complexity of approaches understand the roots of the phenomenon case studies (design recommendations) guidelines for future developments
- 3. field research MSc STUDENT Politecnico di Torino March 2011 - July 2013 ERASMUS STUDENT University of Twente (Enschede) September 2011 - January 2012 MSc THESIS UEMG (Belo Horizonte) February 2013 - June 2013 ITALY micro-enterpreneurship BRAZIL artisans’ communities THE NETHERLANDS digital fabrication ACTIVITY
- 5. FRAMEWORK MICRO-ENTERPRICE diffuse INDUSTRIAL CRAFT DOITYOURSELF experimentation service PUBLIC system CROWDsourcing PARTICIPATORY design natural no-tech reuse vernacular tradition MULTICULTURALITY MATERIALS LOCAL IDENTITY sustainabilitycommunity SOCIAL innovation crafts BRAZILITALY NETHERLANDS SYSTEMICdesign SELF-PRODUCTION digital fabrication
- 7. production promotion design distributionself production ? PRODUÇÃO PESSOAL INDIPENDENT DESIGNER AUTHORIAL DESIGNER ...
- 9. craftsmanship mass production post-industry produção pessoal THE ROOTS OF PRODUÇÃO PESSOAL reaction to standard know-how person alization m id. ‘700 - mid. ’80 0 direct production m id. ‘800 - mid. ’90 0 labour division 90s - today aware subject diffuse production flexible production process / service open design local market diffuse creativity co-design
- 10. THE ROOTS OF PRODUÇÃO PESSOAL produção pessoal technological testing designer+artisan localdesign masscustomization opencommunity social role of designer Do-It-Yourself Do-It-Yourself prosumer vernacular design self-promotion small entrepreneur 1920-30s 1950s 1970s 1980s 1990s 2000s 2010s participatory architecture digitalfabrication
- 11. 99,4% 0,5%0,1% 68,2% 12,2 % ITALY: MICROENTREPRENEURSHIP 65% 13 % MICRO/SMALL ENTERPRISES Source: EUROSTAT 19,6 % 22%
- 14. DESIGN EXPERIMENTATION 4 DESIGN UNIVERSITIES 710 Bil GDP 8,5% UNEMPLOYMENT DESIGN SYSTEM THE NETHERLANDS: DIGITAL FABRICATION 73,2% NO INDUSTRY 24,1% SERVICES trading, finance 12,2 % >5 LIVING LABS
- 16. SOME EXAMPLESCODESIGN PLATFORM +8.000 COMMUNITY MEMBERS 9START-UP TO LAUNCH IN NEXT 2 YEARS 3START-UP OPENED Sustainable Dance Club Three Wheels United Yuno
- 17. 6°WORLD ECONOMY 85°HDI IN THE WORLD BRAZIL: ARTISANS’ COMMUNITIES 8,5 mln km² 194 mln INHABITANTS
- 18. 50÷300% INCREASE IN INCOME 18 BilFROM CRAFTS 85%CRAFTSWOMEN 8,5mln ARTISANS 64,3% OF BRAZILIAN MUNICIPALITIES OWN CRAFT PRODUCTION CRAFTSMANSHIP GRAPHICFASHION FURNITURE GASTRONOMY TRADITION interwoven with FAMILY everyday life MANUALITY PROFISSIONAL REGISTER?
- 19. CRAFT CLASSIFICATION PRODUCTION VOLUME CULTURALVALUE 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
- 20. SOME EXAMPLES
- 21. 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 associations relation with territory increase health not professional no quality standards ristrict market not innovative products
- 22. RESENDE COSTA fabricwood tourism cultural park museums fair fair wood metal biscuit pond soap stone TIRADENTES INHOTIM BICHINHO RIO ACIMA SÃO TIAGO SÃO JOÃO DEL REI OURO PRETO MACACOS UEMG BH UFMG MY EXPERIENCE IN BRAZIL BH BAHIA RIO DE JANEIRO craft fair craft fair gastronomy museums CURITIBA FLORIANOPOLIS SÃO PAULO Paula Dib Campanas Heloisa Crocco Ronaldo Fraga Maximo Soalheiro Laboratorio Piracema Rogério Fernandes
- 24. PAULA DIB’S MAP fab lab? SÃO PAULO humanistic formation 1. industrial design 3. ceramic production intership craft village 2. AUSTRALIA BAHIA BRITISH COUNCIL permaculture4. young designer entrepreneur award 5. know the market BRAZIL / AFRICA / EUROPE SPAIN/JAPAN/ FRANCE/GERMANYINTERNATIONAL perspective MULTIDISCIPLINARITY FREEDOM SHORT-TERM WEBSITE NEW PARTNERS governments social economic companies NGOs universities TRANSFORMA DESIGN social enterprise no authorial INDEPENDENT facilitator social design PROCESS DESIGN SUSTAINABILITY MANUAL LOCAL CHAIN why? how? what? cooperatives artisans universities word of mouth personal contacts fame (award) low taxes aware consumer efficient material use chrome-free leather reuse tires size production grow community low productive cost rescue traditions empower community improve quality of life humanistic action-oriented contextbackground structure sector sustainabilityprocess REGIONAL Brazil EMERGING Brazil econom ic,social barriers join through... ...DESIGN design AVAILABLE materials LOCAL artisans HISTORY of place CURIOUS looking ACTION DESIGN PRODUCTION DISTRIBUTION COMMUNICATION LESS RISK OF FAILURE ARTISANS’RESISTANCE GLOBAL MARKET LOCAL DOCUMENTARY INCOME DIAGNOSIS SIMPLIFY PROCESS INNOVATION HIGH QUALITY PICTURES HIGHER PRICE 4€ 46€> environmental
- 25. from 1 to 23 artisans in 3 years COW breeding abundant MATERIAL artisans’ KNOW-HOW RESCUE CRAFT TRADITIONS CARIRI, CEARÁ
- 26. OPTIMIZE CRAFT PROCESS CHROME-FREE leather LOCAL MATERIALS eucaliptus +seeds REUSED tires for soles
- 27. COMUNIDADES CRIATIVAS DAS GERAES UEMG CEDTec artisans 11PROFESSORS 3 17STUDENTS LOCAL initiatives to solve DAILY problems promoting SOCIAL interactions in a SUSTAINABLE way from2010 MINING TOURISM WATERFALLS BIOSPHERE RESERVE IMMIGRATION CULTURAL DIVERSITY ISOLATION bottom -up PARTICIPATORY diagnosis MACACOS, 20 Km from Belo Horizonte 80% NOT RESPONSIBLE FOR FAMILY SUBSTISTENCE
- 29. PRODUCTS 73% 95% production LOCAL IDENTITY AVAILABLE MATERIAL REUSED MATERIAL PACKAGING PRICING LOW TECH 0,8÷11 productive COST
- 30. ENTREPRENEURS’ COMMUNITY local SHOP local FAIR EMPOWERMENT PROFESSIONALISM MORE P.O.S.
- 31. OTHER CASE STUDIES São Tiago Celton Campanas
- 32. PROS & CONTROS produção pessoal territorial design relationships open network no logistics free expression flexible production low investments traceable process design by components product fixing PROS trivialization isolation risk of failure commercial difficulties rough product finishing difficult management low communication CONTROS
- 35. RESEARCH & DEVELOPMENT SERVICES & FACILITIES international NETWORK SUSTAINABLE DEVELOPMENT of a territory PROMOTION design-driven INNOVATION BENEFITS design platform
- 36. GRAZIE DANK U OBRIGADO PATTERN DESIGN (case study: Heloisa Crocco) DESIGN & ACTIVISM (case study: praia da estação) CRAFT MERCHANDISING for Brazilian international events URBAN FURNITURE in the Estrada Real circuit digital fabrication applied to SELF-CONSTRUCTION PLATFORM of services for produção pessoal VERNACULAR TYPOGRAPHY as urban mark FASHION & “MINERIDADE” (case study: Ronaldo Fraga) MATERIAL LIBRARY for Brazilian crafts ethnographic research on PERIPHERY DESIGN to rescue material culture