Carlos Martins presented Transforming ideas at the Interfacing Innovation conference Brussels

1. Creative Industries
Transforming ideas into action
Carlos Martins
carlos.martins@opium.pt

2. Guimarães

12. Guimarães today
World heritage with inspiring history
In Guimarães in 1128, Portugal was founded as a nation and King Afonso Henriques was crowned the first Sovereign of Portugal
Entrepreneurial spirit supported by a strong feeling of belonging and a
dynamic University
Population of 160,000 - one of the ‘youngest’ cities in Europe
50% of its inhabitants are under 30
Historical textile industry facing significant competitiveness challenges
14% unemployment
2X national average

14. “A Crisis is a
Terrible Thing to
Waste”

15. Towards a toolkit for Fixing the Future

20. Fixing the Future
Engaging change:
Organisational
structure,
management,
capacity and vision
Engaging digital
Engaging
A Creative
transformation:
partnership:
Leading the way in
City in a Actively brokering
programming,
Digital new boundary-
innovation,
crossing
Age
knowledge transfer
relationships
and business
Engaging
physical
transformation:
Reconceptualising,
re-connecting and
expanding the
physical footprint

21. European Capital of Culture
Opportunity to lead the way for smaller
cities to maximize the role and impact
of its creative sector

22. Guimarães 2012 – a Model for Cultural Leadership
• For small cities everywhere
• For creative exchange
• For open source culture and open governance
• For an embrace with digital culture
• For driving innovation, competitiveness and growth in the creative
economy
• For creative problem solving and positive disruption
• For knowledge-development, dissemination and co-creation

23. The Vision

24. Guimarães 2020 - The Vision
In 2020 Guimarães will be:
• A place where the people come first
• A place where culture is for everyone
• A place where the past, present and future are interwoven and
embodied in daily life
• A place that is animated, brimming with activity and dynamic
• A place where cultural production and consumption are
inseparable and interdependent

25. Guimarães Cultural Capital 2012 - Impact
Urban regeneration - transforming the public realm,
animating the streets, connecting spaces and places, re-imagining
the city:
the city as a creative landscape.
Social regeneration - engaging the citizens to take part in
cultural activities, developing audiences and organisations,
supporting talent to reach its potential:
the city as a creative academy.
Economic regeneration - positioning the creative economy
at the mainstream of the city’s renaissance, nurturing high value-
adding employment opportunities, enhancing the
competitiveness of the city:
the city as a creative hub and cluster.

26. Strategy – Realizing the Vision

27. 1. People and Partnership
• Creative Education and talent sourcing
• Unlocking people creative potential
• New types of ownership
• Web 2.0 & Social networks
• Formal and non-formal learning
• Diversity and inclusivity
• Brokerage and organisational development
• Local and global knowledge
• Entrepreneurship (fiscal incentives & venture capital)
• Social Innovation
• Documentation, display and narration

29. 2. Exposing the Multiple Textures of Guimarães
• Animating the streets – performance, surprise, exchange
• Connecting the industrial to the residential, formal to informal,
public and private
• Introducing new tactile landscapes – from the park to the
square
• Developing different time geographies
• Improving navigation and introducing new types of legibility
• Engaging pervasive media and continuous stimulation

30. 3. Creative Economy - Maximising the Value of Culture
• New creative business development
• Networks and collaboration
• Convergence and spill-over
• Market and audience development
• Co-location and urban transformation
• Knowledge labs and creativity spikes

31. Connecting Investment
Bridging the Gaps
Innovation platforms
Creative and venture
oriented programmes/
Creative incubator
networks
environments
Catalyst for SMEs,
artists, corporate Infrastructure
Networking events
business, research & and Place
knowledge institutes
Open source Legal & business issues
approaches
Cross-disciplinary
collaboration
Innovation clusters & creative tools

32. Urban regeneration / Knowledge and Creativity
Campurbis
Couros Creative Platform

33. Campurbis
Advanced Training Centre
Project aims
• to develop new paradigms of learning
• to integrate learning levels
• to tie learning, culture and economic activity

34. Couros Creative Platform
Project Aims
• to restore and refurbish a run-down area
• to encourage interaction between knowledge, creativity and innovation
• to develop the entrepreneurial dynamics of the city and region

35. University as a stakeholder of Guimarães 2012
• Supporting a knowledge community
• Fostering institutional interaction
• Promoting a digital culture
• Assuring long term impacts
• Encouraging creative economy
• Supplying the cement for long-term relationships

36. Cultural Programme
Putting cultural production and consumption at the heart of the transformation
• Strong connection to the community
• Artistic residences of national and international companies
• Invigorating the sense of belonging to Europe
• Strong education emphasis
• Artistic use of communication and information technologies
• Emphasis on the city and region resources
• Invading, engaging and re-imagining the public space

37. Guimarães today
Competitiveness
World Heritage Entrepreneurial spirit Dynamic University Young population
challenges
Guimarães 2020 - The Vision
Past, present and Cultural production &
People come first Culture for everyone Animated Place
future Consumption
Guimarães ECOC 2012 – Impact
Urban regeneration Social regeneration Economic regeneration
Guimarães 2012 – a Model for Cultural Leadership
Innovation and For creative problem For knowledge-
Small cities Creative exchange competitiveness solving development
Strategy – Realizing the Vision
Creative Economy - Maximising the
People and Partnership Exposing the Multiple Textures
Value of Culture