By Thit Juul Madsen, presented at the 18th TCI Global Conference, Daegu, 2015.

1. D2i – design to innovate
The Danish Design Cluster
Thit Juul Madsen
Parallel Session 1.3: Shaping Creative Economy through Clusters

2. TCI Global Conference, Daegu, Korea
November 2015
Thit Juul Madsen, CEO, D2i
D2i – design to innovate
The Danish Design Cluster

3. Welfare Tech
Health- and Social Innovation
www.welfaretech.dk
D2i - Design to innovate
Design-Driven Innovation
www.d2i.dk
CLEAN
Sustainable energy
www.offshoreenergy.dk
Offshoreenergy.dk
Oil & Gas and Renewables
www.offshoreenergy.dk
SMART SPECIALISATION

4. A design Cluster
Who, what, where?!

5. CONNECTING THE DOTS

6. What we mean, when we talk about design:
Design as an industry in it’s own right
What we do: international marketing & PR
Design as a method of innovation
What we do: embed design capabilities in
SME’s across industries
What is design?

7. A DESIGN
A Creative Industry

9. We write, edit and publish interesting and relevant stories about
Danish design and architecture companies.
We make sure the stories are shared in other channels; on web sites,
blogs, social media and digital & print magazines
Bringing our content out to over 12,5 millions readers world wide

10. TO DESIGN
Design driven innovation / design thinking

11. " Training in design thinking and design methods for
leaders, innovations and development managers
" Innovation projects, connecting companies & design
researchers and practitioners
" Match making between SME’s and design agencies
" Research projects measuring design capabilities and
the value of design
Embedding design capabilities in SME’s

12. Business model,
products, packaging
and sales are
developed through
design thinking.!
!
Business
development session
and match making
with design agency!
!
Annette Møller,
founder & CEO of
NORD Goumet!
NORD Gourmet wins Best
Business Case !

13. TRESU gik fra serviet-skitser til
struktureret samarbejde!
!
!
!
A common language
and a culture of
innovation is
emerging in the
company, through
the use of design
thinking !
!
Senior staff training!
TRESU went from sketches on napkins !
to a structured innovations process !

14. DYKON build a stronger
brand through design
A new branding
strategy for their
several different
brands
Senior staff training
and match making with
a design agency

15. REACH IN 4 YEARS
575 companies, 1650 people in total

16. Design Management Institute 2013
Design-Driven Companies outperfom S&P by 228% over
a 10 year period according to the DMI Design Value
Index
0.0!
4.0!
8.0!
12.0!
16.0!
2006! 2007! 2008! 2009! 2010!
No design use!
Strategic
Profitability
A Swedish study of 300 companies over a 8 year period,
shows up to 50% better profits for companies that use
design.
Teknikföretagen 2011
The Design Council Design Index shows the design
aware companies has out-performed the FTSE 100 by
more than 200% over the past decade.
Design Council 2007
Erhvervs- og Byggestyrelsen 2008
There is a 22% difference in value between companies
using design as an integral part of innovation and
development processes, and companies that only use
design as styling and finish.
THE VALUE OF DESIGN

17. 71!
39!
57!
35!
44!
59!
31!
35!
8!
21!
0" 20" 40" 60" 80"
An increased turnover"
More employees"
Greater exports"
To make new investments"
To launch new products and services"
Companies that utilise design!
Source — The Region of Southern Denmark, 2014
Companies in the Region of Southern Denmark who utilise
design believe themselves to perform better than companies
that do not utilise design.
Percentage of companies in the Region of Southern Denmark who expect:
CHANGIN EXPECTATIONS

18. 54%!
46%!
Companies that utilise design!
Companies that do not utilise design!
68%!
32%!
The percentage of companies in the Region of Southern
Denmark that utilise design has risen from 54 per cent to 68
per cent from 2010 to 2013.
2010 2013
Source — The Region of Southern Denmark, 2014
GROWTH IN USE OF DESIGN

19. A new co-working space
A design community in an old ware house at the docks in Kolding!
!
Including: workshops, student and project rooms, office spaces for!
start-ups, design & innovation agencies and business service – and!
the design cluster organisations!
!

20. www.d2i.dk
WANT TO KNOW MORE?

21. THANK YOU!
HOW TO GET IN TOUCH
thit@d2i.dk
www.d2i.dk