The document describes the European Design Innovation Initiative (EDII), which was launched by the European Commission in 2011 to promote the role of design in innovation. It aims to raise awareness of design as a driver of innovation and enhance its role in bringing ideas to market. The EDII is situated within the Directorate-General for Enterprise and Industry of the European Commission. It also includes the European Design Leadership Board, composed of 15 experts from different backgrounds, which provides recommendations to the Commission on enhancing the role of design in European innovation policy and strategy.

1. The
European
Design
Innova;on
Ini;a;ve,
its
Leadership
Board
and
Secretariat
Brussels
–
May
9,
2012
Tapio
Koskinen,
Secretary
General,
EDII
Secretariat
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

2. Recommended
Readings
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

3. Europe
2020
Flagship
Ini;a;ve
Innova;on
Union
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

4. Europe
2020
Flagship
Ini;a;ve
Innova;on
Union
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

5. Europe
2020
Flagship
Ini;a;ve
Innova;on
Union
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

6. Europe
2020
Flagship
Ini;a;ve
Innova;on
Union
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

7. The
European
Design
Innova;on
Ini;a;ve
(EDII)
Design
as
a
key
discipline
and
ac;vity
to
bring
ideas
to
the
market
has
been
recognized
in
the
Innova&on
Union
–
Europe's
2020
flagship
ini&a&ve.
In
line
with
the
commitment
taken
in
the
Innova;on
Union,
the
European
Commission
launched
in
2011
the
European
Design
Innova;on
Ini;a;ve
to
exploit
the
full
poten;al
of
design
for
innova;on
and
to
reinforce
the
link
between
design,
innova;on
and
compe;;veness.
The
goal
of
the
ini;a;ve
is
to:
• raise
the
awareness
of
design
as
a
driver
of
innova&on
in
Europe
• enhance
its
role
as
a
key
discipline
to
bring
ideas
to
market
transforming
them
into
user-­‐friendly
and
appealing
products,
processes
or
services
by
enterprises
and
public
services
in
the
EU.
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

8. EDII
IN
EC
Structure
COMMISSIONERS
Antonio
Tajani,
Vice-­‐President
of
the
European
Commission,
responsible
for
Industry
and
Entrepreneurship
4
DG
Research
and
DG
Enterprise
DG
Educa;on
DG
Informa;on
Departments
(DGs)
(33)
Innova;on
And
Industry
And
Culture
Society
and
Media
DG
Enterprise
and
Industry
Mr
Daniel
CALLEJA
CRESPO,
Director
General
(1)
Director-­‐General
DG
Enterprise
and
Industry
An[
PELTOMÄKI,
3
Deputy
Director
General
(2)
Deputy
Director-­‐General
1
DG
Enterprise
and
Industry
ENTR.D:
Industrial
Innova;on
ENTR.E:
SMEs
and
ENTR.C:
Directorates
(10)
And
Mobility
Industries
Entrepreneurship
Regulatory
policy
Directorate
D
Mr
Carlo
PETTINELLI,
Director
2
DG
Enterprise
and
Industry
D.1:
Policy
Development
D2:
Support
for
D3:
ICT
for
Compe;;veness
D4:
Defence,
Aeronau;c
D5:
Automo;ve
Industry
Directorate
D
Units
(5)
for
Industrial
Innova;on
industrial
Innova;on
and
Industrial
Innova;on
and
Mari;me
Industries
UNIT
D1
Bonifacio
GARCIA
PORRAS,
Head
of
Unit
Chris;ne
SIMON,
Policy
Officer
EUROPEAN
DESIGN
1
Innova;on
policy
analysis
EDII
SECRETARIAT
LEADERSHIP
BOARD
and
development
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

9. EDII
IN
EC
Structure
COMMISSIONERS
Antonio
Tajani,
Vice-­‐President
of
the
European
Commission,
responsible
for
Industry
and
Entrepreneurship
4
DG
Research
and
DG
Enterprise
DG
Educa;on
DG
Informa;on
Departments
(DGs)
(33)
Innova;on
And
Industry
And
Culture
Society
and
Media
DG
Enterprise
and
Industry
Mr
Daniel
CALLEJA
CRESPO,
Director
General
(1)
Director-­‐General
DG
Enterprise
and
Industry
An[
PELTOMÄKI,
3
Deputy
Director
General
(2)
Deputy
Director-­‐General
1
DG
Enterprise
and
Industry
ENTR.D:
Industrial
Innova;on
ENTR.E:
SMEs
and
ENTR.C:
Directorates
(10)
And
Mobility
Industries
Entrepreneurship
Regulatory
policy
Directorate
D
Mr
Carlo
PETTINELLI,
Director
2
DG
Enterprise
and
Industry
D.1:
Policy
Development
D2:
Support
for
D3:
ICT
for
Compe;;veness
D4:
Defence,
Aeronau;c
D5:
Automo;ve
Industry
Directorate
D
Units
(5)
for
Industrial
Innova;on
industrial
Innova;on
and
Industrial
Innova;on
and
Mari;me
Industries
UNIT
D1
Bonifacio
GARCIA
PORRAS,
Head
of
Unit
Chris;ne
SIMON,
Policy
Officer
EUROPEAN
DESIGN
1
Innova;on
policy
analysis
EDII
SECRETARIAT
LEADERSHIP
BOARD
and
development
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

10. The
European
Design
Leadership
Board
• was
set
up
by
the
European
Commission
to
make
proposals
to
enhance
the
role
of
design
in
innova;on
policy
(Innova;on
Union)
• is
composed
of
15
experts
from
diverse
backgrounds:
business/industrial
sectors,
higher
educa;on,
design
professional
associa;on,
na;onal
and
regional
agencies
promo;ng
design
and
innova;on,
SMEs’
umbrella
organisa;on,
in
order
to
ensure
the
crucial
link
between
design
and
innova;on
• is
working
on
recommenda;ons
on
value
of
design
for
Europe
2020
strategy
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

11. E U R O P E A N
D E S I G N
L E A D E R S H I P
B O A R D
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

12. The
Members
of
the
European
Design
Leadership
Board
Chris;an
Bason
MindLab,
DK
Miklós
Bendzsel
Hungarian
Design
Council,
HU
Giovanni
Antonio
Cocco
ISNART
scpa
-­‐
Is;tuto
Nazionale
Ricerche
Turis;che,
IT
Rachel
Cooper
Lancaster
University,
UK
Deborah
Dawton
DBA
-­‐
Design
Business
Associa;on,
UK
Olli-­‐Pekka
Kallasvuo
Former
CEO
of
Nokia,
FI
Andrej
Kupetz
German
Design
Council,
DE
Stefano
Marzano
Electrolux,
SE
Isabel
Roig
BCD
-­‐
Barcelona
Design
Centre,
ES
Klemens
Rossnagel
Audi/Volkswagen
Konzern
Design,
DE
Andrea
Siodmok
Technology
Strategy
Board,
UK
Livia
Tirone
Tirone
Nunes
S.A.,
PT
Gerin
Trautenberger
Microgiants
Industrial
Design
GmbH,
AT
Roberto
Vergan;
Politecnico
di
Milano,
IT
Thierry
Wasser
Guerlain,
FR
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

13. EDII
IN
EC
Structure
COMMISSIONERS
Antonio
Tajani,
Vice-­‐President
of
the
European
Commission,
responsible
for
Industry
and
Entrepreneurship
4
DG
Research
and
DG
Enterprise
DG
Educa;on
DG
Informa;on
Departments
(DGs)
(33)
Innova;on
And
Industry
And
Culture
Society
and
Media
DG
Enterprise
and
Industry
Mr
Daniel
CALLEJA
CRESPO,
Director
General
(1)
Director-­‐General
DG
Enterprise
and
Industry
An[
PELTOMÄKI,
3
Deputy
Director
General
(2)
Deputy
Director-­‐General
1
DG
Enterprise
and
Industry
ENTR.D:
Industrial
Innova;on
ENTR.E:
SMEs
and
ENTR.C:
Directorates
(10)
And
Mobility
Industries
Entrepreneurship
Regulatory
policy
Directorate
D
Mr
Carlo
PETTINELLI,
Director
2
DG
Enterprise
and
Industry
D.1:
Policy
Development
D2:
Support
for
D3:
ICT
for
Compe;;veness
D4:
Defence,
Aeronau;c
D5:
Automo;ve
Industry
Directorate
D
Units
(5)
for
Industrial
Innova;on
industrial
Innova;on
and
Industrial
Innova;on
and
Mari;me
Industries
UNIT
D1
Bonifacio
GARCIA
PORRAS,
Head
of
Unit
Chris;ne
SIMON,
Policy
Officer
EUROPEAN
DESIGN
1
Innova;on
policy
analysis
EDII
SECRETARIAT
LEADERSHIP
BOARD
and
development
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

14. EDII
Secretariat
As
a
result
of
a
call
for
tender
f
the
Commission,
the
Service
Contract
was
signed
on
December
7,
2010.
It
defines
the
services
to
be
offered
by
the
secretariat
1. Assist
European
Commission
in
the
establishment
of
the
Leadership
Board
2. Assist
the
European
Commission
and
the
LB
in
the
establishment,
development,
running
and
promo;on
of
the
European
Design
Innova;on
Ini;a;ve,
notably
by
providing
secretarial
services
to
the
LB
and
by
ac;ng
as
coordinator,
promoter
and
animator
of
the
EDII
3. Organize
and
co-­‐organize
events,
such
as
the
mee;ngs
of
the
LB
and
an
annual
or
bi-­‐annual
European
Design
Innova;on
Summit
4. Ensuring
communica;on
and
dissemina;on
of
informa;on
concerning
the
EDII
and
its
LB
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

15. Designing
the
EPSolicy
IRecommenda;onsT I V E
E U R O P E A N
D I G N
N N O V A T I O N
I N I T I A

16. Iden;fied
challenges
ü How
to
valorize
design
in
innova;on
processes
for
the
benefit
of
society,
enterprises
and
public
sector?
ü How
to
develop
Europe’s
design
competences
and
knowledge
to
allow
a
more
systema;c
use
of
strategic
design?
ü How
to
reinforce
the
world
leader
place
of
design
“made
in
Europe”
on
the
global
scene?
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

17. Values
for
a
European
Design
Innova;on
Strategy
Cultural
Iden&ty:
Diversity,
Ingenuity,
Agility,
Con;nuity,
Complementarity
Design
is
connected
to
cultural,
social
and
economical
values
Quality
of
Opportunity:
Responsible
economy:
Equality,
Prosperity,
Ethics,
Effec;veness,
Efficiency,
Well-­‐being,
Community,
Resilience,
Quality
of
Life
Professionalism
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

18. Future
of
design
in
European
Innova;on
System
• Strategic
use
of
design
in
all
sectors
of
the
society
contributes
to
user-­‐driven
innova;on
for
the
benefit
of
the
ci;zens
• In
business
sector,
design
is
playing
a
key
role
in
enterprises’
strategy
as
an
intangible
asset
for
innova;ve
companies,
growth
and
jobs
• In
public
sector,
design
is
contribu;ng
to
user-­‐driven,
innova;ve
and
cost-­‐efficient
services;
it
also
offers
innova;ve
solu;ons
to
policy-­‐making
processes
in
solving
complex
issues
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

19. Co-­‐Design
Policy
Workshop
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

20. CoDesign
Workshop
• 70
par;cipants
and
facilitators
– 16
na;onali;es
– Private
and
public
sectors
and
associa;ons
– Regions,
Member
States,
EU
– SMEs
and
large
companies
– Services
and
products
– Educa;on
(design
&
business)
and
Research
(design
&
technology)
• 5
hours,
7
groups,
hundreds
of
ideas,
17
documented
concepts
Documenta;on
produced
by
Aalto
University
Media
Factory
• 4:30
minute
video
documentary
is
available
at
hqp://vimeo.com/40228938
• Photo
album
of
selected
outcomes
is
available
on
Flickr
hqp://www.flickr.com/photos/35781132@N07/collec;ons/
72157629721932326/
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

21. Documenta;on
of
the
results
The
workshop
results
have
been
documented
and
made
available
through
Web2.0
services
(Flickr
&
Vimeo)
PHASE
1:
Qualifying
the
key
topics
– Photos
of
pos;ts
PHASE
2:
Selec;ng
policy
ideas
– Photos
of
pos;ts
PHASE
3:
Developing
up
to
3
most
promising
policy
ideas
– Photos
of
posters
+
videos
from
the
pitchings
– 17
concepts
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

22. Taking
the
results
forward
1. How
to
valorise
design
“made
in
Europe”
on
the
global
scene?
2. Posi&oning
Design
within
the
Innova&on
System
3. Design
for
Innova&ve
and
Compe&&ve
Enterprises
4. SME
innova&on
5. User
Driven
Design
for
Innova&ve
Public
Sector
and
Society
6. Design
Research
for
the
21st
Century
7. Design
Competencies
for
the
21st
Century
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

23. Report
of
the
Design
Leadership
Board
Based
on
the
contribu;ons
of
the
LB
members
to
the
seven
ini;a;ves
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

24. Calendar
of
work
• Up
to
now:
the
Design
Leadership
Board
met
6
;mes.
• 21-­‐22
March:
the
Leadership
Board
organized
a
co-­‐design
policy
workshop
together
with
future
poten;al
users.
The
results
have
been
used
to
develop
the
recommenda;ons
further.
• June
2012:
the
Leadership
Board
will
finalize
the
policy
recommenda;ons
in
its
7th
mee;ng.
• September
2012
the
Policy
Recommenda;ons
report
will
be
delivered
by
the
Design
Leadership
Board
to
the
Vice-­‐President
of
the
Commission,
Mr
Tajani.
• October
2012
(date
TBC):
European
Design
Innova;on
Summit
in
Helsinki
(EDII
Secretariat/World
Design
Capital
in
2012)
to
exchange
on
policy
recommenda;ons
with
users
of
design
for
innova;on.
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E

25. tapio.koskinen@aalto.fi
E U R O P E A N
D E S I G N
I N N O V A T I O N
I N I T I A T I V E
25