Gugu Mhlungu and Sarah Blake's presentation to Silicon Cape Academy Session on the importance of World Design Capital 2014

1. SILICON CAPE
ACADEMY

2. Introduction to WDC2014
Why it matters
How to get involved
Q&A

4. GLOBAL MEETS LOCAL
ICSID
City of
Cape
Town
Cape
Town
Design
NPC
Host City
Agreement
Seed Funding
2014
Programme
Ward
Projects
Enabling
Environment

5. WHAT IS WDC CAPE TOWN 2014?
• An opportunity to understand how
integral design is in our everyday
lives and how we can use it as a tool
to support the changes we would like
to see in our homes, schools,
neighbourhoods, city and country
• Design is life

12. WHAT IS DESIGN THINKING?
• It is a form of solution-based, or solution-focused
thinking that starts with the goal or what is meant to
be achieved instead of starting with a certain problem.
• Then, by focusing on the present and the future, the
parameters of the problem and the resolutions are
explored, simultaneously.
THE SOLUTION IS THE STARTING POINT.

13. WHAT IS WDC CAPE TOWN 2014?
• WDC is not simply an event, but
an invitation for change that will
bring collaborators together in
ways that create new
conversations, new connections
and new possibilities – that will
last long after 2014

14. WHAT IS WDC CAPE TOWN 2014?
• We aim to build a dynamic programme
of projects, activities and events that
will bring in to the public eye the
range of innovative and creative
services, processes, products and
objects that have been developed
through design to make all of our lives
better

15. THE VISION
Our vision is to transform Cape Town through
design, into a sustainable, productive African
city, bridging historic divides and building
social and economic inclusion.
THE MISSION
WDC 2014 will identify, nurture and promote
projects that offer tangible evidence of how
design can improve lives, within our uniquely
South African and African context

16. WHAT DID PREVIOUS CITIES DO?
Turin (Italy) - 2008
340 events in 365 days which comprised of 137 exhibitions, 20 contests, 50
events, 22 lectures, 41 conferences, 10 congresses, 33 presentations, 3 fairs,
and 24 workshops
Seoul (South Korea) – 2010 (details not available)
Helsinki (Finland) - 2012
More than 250 agreements and 550 projects were realised over 366 days. Over
100 special exhibitions and special development projects under the themes of
"Changing City" and "New Solutions”
Cape Town 2014 – South Africa – Africa – the global South
Different context, needs, challenges, opportunities

19. PROGRAMME MAKEUP
6 WDC SIGNATURE
EVENTS
• Mandated design-related
partnership events
developed, organised,
and implemented in
close collaboration with
Icsid
• Our local vision of HOW
we do these
LOCAL PROGRAMME
• CTD has complete autonomy from Icsid
• CTD will work in conjunction with
stakeholders, partners and advisors
• Programme will consist of a variety of
events and experiences ranging in scope
and size
Signature
event
Signature
event
Signature
event
Local
programme
thread
throughout…

20. SIGNATURE EVENTS
NEW YEAR’S EVE OF DESIGN (December 2013)
A launch event.
DESIGN WEEK FORUM (November 2013)
The ‘go-to’ event for Design Week organisers from around the world to meet in one
place biennially to learn from each other and take back with them, constructive tools
for consideration and potential development within their own events.
DESIGN GALA (February 2014)
High-profile opportunity to recognise the contributions made by local design
industries and design professionals that are testaments to city’s WDC designation.
DESIGN POLICY CONFERENCE (November 2014)
Global platform for the high-level exchange of ideas, insights and best practices
from different countries, regions and cities developing, launching and maintaining
effective design policy.

21. SIGNATURE EVENTS
DESIGN HOUSE EXHIBITION (November 2014)
7-Day international showcase of design from around the world.
International exhibitors are invited to present the best of their country’s
design, creating an opportunity for designers to share ideas, innovation
and expertise.
CONVOCATION CEREMONY (November 2014)
A symbolic event highlighting the official ‘hand-over’ of the WDC
title from one city to the next.

22. LOCAL PROGRAMME
Local programme content to be drafted by end August 2013, drawing on:
• Call for Submissions: aimed at inclusiveness and widening the net
• Curatorial panel (39 people, led by Paul Duncan): making sense of
submissions, making connections among them
• Existing events, programmes and activities
• Sponsor-generated themes and activities
• City & Province projects e.g. Ward projects
• Cape Town Design- commissioned activities

24. a catalyst

25. design is doing

26. good design is
design that’s in
service of the
experience
Apple on iOS7 redesign
http://www.apple.com/ios/ios7/design/

27. understanding the consumer;
mitigating risk;
boosting marketing and
branding; and
driving sustainable business
practices.
The Role of Design in Business
Ravi Sawhney and Deepa Prahalad
http://www.businessweek.com/stories/2010-02-01/the-role-of-design-in-
businessbusinessweek-business-news-stock-market-and-financial-advice

28. technology is
design

29. programming is not
about building
software;
programming is about
designing software
Jack W. Reeves
What Is Software Design? – 1992
http://www.developerdotstar.com/mag/articles/reeves_design.html

30. design drives
value

31. GREAT design, the management expert Gary
Hamel once said, is like Justice Potter
Stewart’s famous definition of pornography
— you know it when you see it.
You want it, too: brain scan studies reveal
that the sight of an attractive product can
trigger the part of the motor cerebellum that
governs hand movement. Instinctively, we
reach out for attractive things; beauty
literally moves us.
NY Times Why we love beautiful things
Lance Hosey
http://www.nytimes.com/2013/02/17/opinion/sunday/why-we-love-beautiful-
things.html?_r=0

32. Addictive User Experience
(Design) and Scalable
Distribution Methods
(Marketing) are the most critical
components of success in
consumer Internet startups, not
Pure Engineering Talent
Dave McClure
The Value of Design to Startups
http://www.businessweek.com/stories/2010-02-01/the-value-of-design-to-
startupsbusinessweek-business-news-stock-market-and-financial-advice

33. When we use design thinking to
balance desirability, feasibility,
and viability, we unlock the
measures of value creation so
desperately sought after by the
world of good design.
Why Design Matters
Diego Rodriguez
http://www.businessweek.com/stories/2010-02-01/why-design-mattersbusinessweek-
business-news-stock-market-and-financial-advice

34. RASHMI SINHA, SLIDESHARE
“I understand what’s possible with
the technology so I can push the
envelope. And I also understand
what people want and how to use
design to give them that.”
www.designerfounders.com

35. #getinvolved

36. What can WDC 2014 do for you and
your project?
• Official recognition as a WDC 2014 project.
• Inclusion in the official programme of events for the
year.
• Meaningful exposure on all our communication
channels.
• Local and international visibility through our
integrated marketing efforts.
• Access to key local and global players (including
sponsors).
• Rights to use the official logo and branding in
conjunction with approved marketing efforts in 2014.

37. SO HOW CAN YOU GET INVOLVED?
2ND Call for Submissions: 1 – 31 July 2013
Looking for projects which focus on bridging historic
divides, reconnecting our city in structure and in spirit,
rebuilding social and economic inclusion, and repositioning
Cape Town for a sustainable future
Think about new or existing design-driven projects
(we like trans-disciplinary projects a LOT (hint, hint)
www.wcdcapetown2014.com

39. SILICON CAPE
ACADEMY