Designare Designing the meaning as a way to the

local competitivenes

Gabriella Martins - Msc Design student UFPE

Leonardo Castillo- PhD. Professor, UFPE

Recife 2013

Significado Meaning

Aglomerações Competitivas

CompetitiveAglomerations

&

“Design-Driven Innovation” (Verganti, 2009)

“Buzz: the economic force of the city” (Storper & Venables , 2002)

Meaning theories ( Grosch, 1970/ Gotzsch,2000/Krippendor, 1989...)

Symbolic value, Design and Competitiveness

De+signare (Krippendorff)

Meaning & Myth (Barthes & Baudrillard

Meaning as function(Jochem Gros)

Gros : Product Language

Theory of Product Language(Jochem Gros)Theory of Product Language(Jochem Gros)Theory of Product Language(Jochem Gros)Theory of Product Language(Jochem Gros)

Product MessageSemiotic Function Product MessageSemiotic Function

Product StructureProduct Structure

Indicative Function Symbolic FunctionSymbolic Function Formal-Aesthetic Function

Based on the Functionality of the Product

Based on culture ( imaginary and repertoire)

Based on culture ( imaginary and repertoire)

Based on- Order and Complexity- Additive, integrative

Objective: Understand the Product(Product Information)

Objective: Report on the product ownerObjective: Report on the product owner

Objective: Product’s aesthetic appreciation

Direct Symbols Product Symbols (AssociationProduct Symbols (Association

Subjective (taste, perception

"The objects have to fulfill their functions, but the emotional function is more important"

Alberto Alessi

Innovation of Meaning and Competitiveness

Competitive Advantages (Barney, 1991)

- Valuable- to exploit opportunities and neutralize their environmental threats;

- Rare- when very few or none of the existing and potential competitors the industry have it;

- Inimitable -difficult to imitate by competitors;

- Irreplaceable- by other equivalent resources that can be exploited for implement the same strategy

DDI - Value Model (Verganti,2009)

Environment for Projectual Emergence

Design Discourse: “a process of informal and diffuse research and experimentation - similar to a collective discussion between actors of several areas that co-share interest to understand the changes in society, culture and technology... A research process in 360 degrees about the possible meaning of things” (Verganti, 2009, 122-126)

Design Discourse

BUZZ+

Collective of diffuse interactions that allow the flow of information through networks,

and emergence of innovation.

Design Discourse

BUZZX

Advantage to individual companies strategy

Advantage to agglomeration (ie cities) economy.

BUZZ main motto: Face to Face as the main communication technology among the social actors.

Transmit Complex Discourse (and information spillover)

More quality -> “in-groups” (resultant “elite”)

More Commitment (trust based relation overcome other relational incentives)

H e t e r o g e n e o u s , C o m p l e x a n d connected (in and out)

BUZZ/D-D=

Pernambuco’s Case

Stage1 Understand the Pernambuco’s production - Using official documents and other support article, we’ve mapped local production and analysed if the “signification process” were a competitive advantage.

Stage2 Mapping actors and interpreters - Besides the use of documents and support articles, we’ve used ethnographic techniques and interviews in order to understand the relationships between the actors and interpreters.

Stage3 Analyze strategic projects - We researched impactful strategic projects (whether federal, state, municipal or even private), and others initiatives that could encourage the development of design-discourses and Buzz.

Clusters

Hinterland - Product or Services Clusters: Viticulture, Gypsum, Clothing and Furniture.Coast - Petrochemical, Pharmaco, Naval Metal-Mechanical, Logistic, Touristic (South Coast), Cachaça and Hardware.State’s Capital (Recife)- Medical, gastronomy and ICT

Signification = little or no competitive value

Stage 1

After analyzing the interaction between actors and possible interpreters...

Stage 2

BUZZ / DESIGN-DISCOURSE

A little F2F, in Recife a Buzz begining but yet Homogeneous

Stage 2

Plans

Stage 3

Brazil Creative Plan Science Without Borders Bigger Brazil Pernambuco 2035 Marco Pernambucano Porto Media

April pro Rock Coquetel Molotov

Recife Fashion & Music Music Port Fenearte

TEDx Movimento HotSpot

CampusParty Manguezal

IxDA South America

Initiatives

In progress...

Conclusions

New paradigm to Environment

(Innovation Emergence -> Economic Development)

Pernambuco = No Buzz or D-D

We can observe an effort that might result on it

Obrigada!gabriella@gabriellamartins.com