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.
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
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
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
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
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
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