By Ines Sagrario, Competitiveness, Spain, presented at the 16th TCI Global Conference, Kolding 2013.

1. Brazil and Macro-sporting events:
opportunities for adding value through design
Ines Sagrario
Breakout Session: Use of design principles to drive innovation
in clusters
5 September 2013

2. 9/18/2013
Kolding, TCI 2013
Brazil and Macro-sporting
events: opportunities for adding
value through design
Sponsors of research carried out:

3. Obvious benefits of hosting a macro
sporting event…
3
Tourism Sports facilities
Infrastructure & Transportation

4. … “significant” increase in the GDP…
4
Sources: Competitiveness based on:
Ernst & Young – Brasil Sustentável Copa 2014
Estudo de Impactos Socioeconômicos Potenciais da Realização dos Jogos Olímpicos na Cidade do Rio de Janeiro em 2016
Value Partners: Impactos econômicos da realização da Copa 2014 no Brasil
Portal Transparência
53,4 Civil construction
& Infrastructure
Security
Fashion
Tourism
5,3
IT
6,50,82
Media &
communications
Interiors &
Fittings
Equipments
Health
Transportation
Total = R$ 86 Billion = US$ 36 Billion
6,8
2,5
0,69
0,1
0,6
0,6

5. …which will happen no matter what we do!
5
Barcelona 92
Δ GDP – 4 years earlier: 5,30%
Δ GDP – 4 years later: 2,42%
Sydney 2000
Δ GDP – 4 years earlier: 4,28%
Δ GDP – 4 years later: 3,76%
Korea 2002
Δ GDP – 4 years earlier: -5,71%
Δ GDP – 4 years later: 5,18%
Japan2002
Δ GDP – 4 years earlier: -2,05%
Δ GDP – 4 years later: 2,04%
Germany 2006
Δ GDP – 4 years earlier: 0,02%
Δ GDP – 4 years later: 3,50%
Athens 2004
Δ GDP – 4 years earlier: 4,48%
Δ GDP – 4 years later: 1,02%
Source: Infográfico IG Economia – FMI e Banco Mundial

6. How to get it right?
6
vs.

7. The opportunities are broader
7
53,45,3
6,50,82
6,8
2,5
0,69
0,1
0,6
0,6
Economic
impact
Develop Excellence
through advanced
demand
+
Improve
Brazil’s image

8. Excellence by serving the most advanced
demand
8
Accessibility ICT Infrastructure Security measures
Health services & infrastructureGreen Goal Mobility

9. A unique window to the world
9
9
Carnaval
Football
Technology
Health
Sustainability
Creativity
Design
Fashion
Architecture
Hospitality
Quality
Innovation
...
Biodiversity
Culture

10. 10
What do you consider “design”?
DESIGN
Products
Services
Concepts
Graphic
Branding
Processes
Packaging

11. 11
Design needs to adapt to the needs of each
business
DESIGN
11
Focus on performance
Need to integrate
Look for complete
experiences
A reflection of
lifestyles
fruto de inspiração criativa

12. Opportunities to add value through design
12
Conceptualization
&design
Maximizing
impact
Investments&
preparation

13. Opportunities to add value through design
Facilities & infrastructure
Reusable construction
Hotels & other lodging
Urban spaces
Event & Facility
management
Management of
Experiences
Management of
Urban Spaces &
Public Services
Maximization & versatility of
infrastructure and facilities
Reuse modular structures
Consolidation of Tourism
Improve Urban Quality of Life
Pre-events Post-events
Management of Communities
During
events

14. Facilities & Infrastructure
Look & Feel of
Facilities
- Preparation of the “Look & Feel” of all sports
facilities by local designers
- Focus on TV format: 3.5 billion viewers
- L&F in other concentration areas in the city
- Corporate image & coherence
Famous architects (Isozaki, Foster... )
+
Coordinated by a small team of architects from the
local government

15. Company hired to provide a complete solution
Hotels & other lodging Furniture: contract
Design
Prototyping
Quality control
Procuring
Shipping
WarehousingDelivery
Installation
Maintenance
Retrieval
Disposal
+ 1 million items for
the Olympic Village

16. Urban Spaces
Accessibility in
London
Complete accessibility is vital
- To sports facilities and accesses
- On the public transportation
- At the main tourist attractions
- And other leisure activities
And requires a carefully planned
design and adapted to the different
physical handicaps.

17. Urban Spaces
Urban Development in
Barcelona
Implementation of the Integrated
Urban Development Plan went
from 20 years to 4!
Key success factors:
- A good team of architects in the city hall
- Public tenders required local design and
production
- Integrate the different neighbourhoods
between the key parts of the city

18. • 431 million visits (London2012.com)
• 109 million unique visitors
(London2012.com)
• 12 million mobile videos (BBC)
• 102 million live streams (BBC)
• 150 million twits
• 1.9 million downloads of their App
BBC Sports online:
• one page per athlete, country, sport and arena
• 2.500 hours of coverage
• > 24 HD live streams (“red button”)
• All available multi-format (computer, mobile, tablet, etc.)
Management of Experiences
"Never miss a moment"
BBC Sports online

19. - Polyclinics set up next to the ski runs and a mobile health unit with 12 beds and
operating room
- Images are shared through internet to get second opinion from other experts
- For athletes this allowed for a quicker return to the competition
- The unit was acquired by the government of British Columbia after the games
Management of Spaces & Public Services iços PúblicosHealth & IT solution

20. 20
Media,
entertainment
and creativity
Urban
Spaces
Design Tourism
Opportunities post-events
Productive transformation
in Barcelona

21. Key lessons
21
DESIGN
Products
Services
Concepts
Graphic
Branding
Processes
Packaging
Holistic approach Planning and
awareness
Brazil on the
World Map!

22. Thank you!
Ines Sagrario
ines.sagrario@competitiveness.com
+34 626163032 +55 11 32306405
22