Helsinki 2011

1. Developing a Strategy for Berlin´s Design Sector
From Research to Strategy
Senate Department for Economics, Technology and Women‘s Issues
Division Communication, Media, Creative Industries | Projekt Zukunft
9th March 2011

2. BACKGROUND
www.projektzukunft.berlin.de 2

3. About Projekt Zukunft
 Part of the governmental body (Senate Department of Economics,
Technology and Womens Issues)
 Our aim is to optimize growth conditions and to stimulate innovation
 We manage the cluster „ICT, Media, Creative Industries“ since 1997
 We develop and implement policies
 Approach: Top down- Buttom up- Process
 We put a strong focus on interdisciplinary cooperation
www.projektzukunft.berlin.de 3

4. Facts and Figures
Creative Industries
25.600 companies/ 168.000 employees/ 18,4 bill. € turnover
overage Growth of all numbers compared to national level
Design
Product/ Fashion/ Communication/ Fashion
4.000 companies/ 14.000 employees/ 1 bill. € turnover
Funding Volume: 1 Mio. € for Design/ Fashion p.a.

5. What we believe in
 Design is one of the key driving forces behind economic, social and
scientific progress
 Design industry functions as a source of ideas, it offers methods of
trans-disciplinary thinking and triggers innovation, growth and
employment
 Goal is to take full advantage of design´s interdisciplinary potential
 Challenges: limited resources/ multi- stakeholder process/ interest
aggregation
www.projektzukunft.berlin.de 5

6. Timeline Creative Industries/ Design
2005 1st Creative Industries Mapping Report
2005 Roundtable Design => developing fields of action
2006 UNESCO Network/ Certification as City of Design
2006 1. Creative Conference/ International Relations
2007 Steering Committee
2008 New Instruments (Venture Capital/ Microloans/ Coaching)
2009 2nd Creative Industries Mapping Report
2009 2. Creative Cities Conference
2010 RE-THINK
2011 Analysis Potential of Berlin´s Design Sector

7. Fields of Action Design Sector until 2010
 Supporting networks CREATE BERLIN/ IDZ Berlin
 Cofinancing presentation platforms like shops for Berlin products as well as DMY
International Design Festival and Berlin Fashion Week in Berlin
 Cofinancing more than 30 design presentations/ exhibitions around the world
 Establishing fashion and design competitions (Invest in companies with potential)
 Supporting further education moduls like DESIGN & COMPANY/ IMPROVE
 Investing in joint innovation processes DESIGN REAKTOR BERLIN
 Establishing design hubs like MODULOR etc.
 Analysis of the potential of Berlin´ Design Industry 2010
www.projektzukunft.berlin.de 7

8. Best Practise BERLIN FASHION WEEK
 170.000 B2B vistors
 4 fairs/ 120 shows & presentations
 15 Mio. € media value per season
 70 – 90 Mio. € economic effects
 Coordination of all stakeholders
 Show slots for young designers
 Fashion competition
 Support ECO fashion platforms
 Funding Volume: 500.000 € p.a.

9. More than 30 presentations/ exhibitions
of Design from Berlin around the world since 2006
(Milan/ Paris/ London/ Moskow/ Kopenhagen/ Tokio/
New York/ Shanghai/ Kobe/ Montreal etc.)

10. Best Practise BERLIN DESIGN REAKTOR
 Multi-disciplinary project of Art
University
 Know-how transfer => innovative
products
 Funding volume 390.000 €
 www.design-reaktor.de
 52 SMEs from Low to HighTech
 150 students/ 11 chairs of University
 Experimental workshops
 Market potential & feasibility of ideas
 57 prototypes & 6 patents
 Music drop/ neck brace for dogs/ tea
ready/ voice to embroidery pattern
 Strenghtening relations design - SMEs
www.projektzukunft.berlin.de 10

11. Process of Strategy Building 2010/ 2011
RE THINK
www.projektzukunft.berlin.de 11

12. Process of Strategy Building 2010/ 2011
2010
 Changing context of blurring creative markets
 Internal changes of “design” (and of creative) markets
 Designing a study in the design market “PPPP”
persons – processes – practices - perspectives
 Various results (1. strengths / weaknesses –– 2. knowledge transfer)
2011
 Concequences and steering measures
 Publishing of study: Potential of Berlin´s Design Industry
 Discussing strategy draft in roundtables/ conferences 2011
 Calls for projects which strengthen design sector and infrastructure
www.projektzukunft.berlin.de 12

13. Research perspective
www.projektzukunft.berlin.de 13

14. Status Quo of Berlin´s Design Industry

15. Process of Strategy Building 2010/ 2011
STRENGHTS
 Broad heterogeneity: 95% small scale companies / individual interests
 Great experiences to self organize and to promote niches
 High standards of experimentation and niche expertise
 Creative artistic innovation
 Process-oriented approach
WEAKNESSES
 Average to low salary levels, high Fragmentation/ aggregation of interests needed
 Highly competitive market: tendency to crowd out
 Low level proximity to technological innovation/ handicrafts
 Experimental behavior, undeveloped entrepreneurial skills
 Few manufacturing structures
 Weak internal networks compared to other creative sectors
 Lack of clarity about existing economic support programs
 Necessity to take more risks on official level
www.projektzukunft.berlin.de 15

16. Organizing a Strategy Process
 INCENTIVES: Improving working conditions for startups/ micro businesses
 PROFESSIONALISATION: While preserving diversity
 NEW INTERFACES: innovative interactions and production processes
 CROSS INNOVATION: Strengthening economic potential/ cross interaction
 NETWORKS: Intensifying international collaboration
 GOVERNANCE: New ways of strategy building in quickly changing markets
www.projektzukunft.berlin.de 16

17. Process of Strategy Building 2011
THINGS TO COME
www.projektzukunft.berlin.de 17

18. Fields of Action Design Strategy 2011
KNOW HOW
 Providing BUSINESS TOOL KIT for startups
 Consultant pool for production/ distribution
HUBS FOR CREATIVE ENTERPRISES
 Supporting design hubs: mix of offices, contact points,
showrooms, labs and presentation area
 Forcing collaboration by offering space for networks and
companies
 Establishing HYBRID PLATFORM (Design & Technology)
www.projektzukunft.berlin.de 18

19. Hybrid Platform
www.projektzukunft.berlin.de 19

20. Hybrid Platform
 Platform for interdisciplinary
cooperation and innovation
 University + research + industry
 Physical neighborhood of 2
universities, companies and research
institutes
 Interdisciplinary research projects
 Industry affiliation programs
 Interdisciplinary incubator
 Funding volume: 75.000 €
 www.navi-bc.de
www.projektzukunft.berlin.de 20

21. Fields of Action Design Strategy 2011
ACCESS TO FINANCE
 Broadening Foreign Trade Program
 Currently: Cofinancing more than 30 design presentations/ exhibitions
around the world
 Opening BERLIN´S INNOVATION VOUCHER PROGRAM for design
services (former times: only technological innovation)
 Appr. 7.000-15.000 Euro per case
CROSS INNOVATION – LINKING DESIGN & INDUSTRY
 Forcing collaboration by offering space (Co-working like Betahaus) for
networks and companies
 ID BERLIN/ INDUSTRIAL DESIGN product presentation on industrial
trade shows (IFA, Grüne Woche, ITB)
Open questions…
www.projektzukunft.berlin.de 21

22. Betahaus
www.projektzukunft.berlin.de 22

23. Objectives for Strategy Building
 Understanding Berlin as a hub for national / international design
 Expanding of online information tools/ portals for CI/ design
 Adjusting of supporting programs to companies´needs
 Accepting longer cycles to obtain quality
 Stabilizing networks and platforms
 More targeted communication and information
 Boosting innovation potential of Berlin´s design sector within the sector
but also at the interfaces of science, technology and industry
 Promoting closer relationships betw technology and design universities
 Promoting partnerships betw micro enterprises and established players
www.projektzukunft.berlin.de 23

24. Objectives for Strategy Building
 Tonia Welter – Betahaus indep. Co-working Space
 Jürgen Schepers – Chamber of Commerce, Berlin
 Cornelia Horsch – International Design Zentrum Berlin
 Jörg Suermann – DMY Design Festival, Berlin
 Marc Piesbergen – Design Reaktor Berlin
www.projektzukunft.berlin.de 24

25. Contacts
Tanja Mühlhans, Creative Industries Initiative
Senate for Economics,Technology and Women´s Issues, Berlin
tanja.muehlhans@senwtf.berlin.de
Dr. Bastian Lange, Multiplicities‑Berlin / HU Berlin
lange@multiplicities.de
Matthias Dietz, Schindler Parents Identity GmbH
mdietz@schindlerparent.com