DESIGN DRIVING COMPETITIVE ADVANTAGE IN THE WESTERN CAPE A STRATEGY FOR DESIGN TO UNLOCK INNOVATION

#WDC 2014 DESIGN POLICY CONFERENCE

1994 | First democratic elections in South Africa

1996 | White Paper on Arts + Culture

1998 | Cultural Industries Growth Strategy (DAC)

1999 | Audit of Western Cape Craft Assets and Craft Development Strategy

2001 | Establishment of Cape Craft & Design Institute (CCDI)

2003 | Decorex launches in Cape Town at new Convention Centre

2004 | Provincial MEDS recommends CCDI as implementing agency for Craft & Design sector development

2005 | Design Indaba Expo launches

2006 | CT Fashion Council, WC Furniture Initiative + +

2009 | Creative CT project of CT Partnership

| CT bids for and wins designation as World Design Capital 2014

2011 | Design stakeholder workshop recommends development of design awareness strategy

CT Design Network launched

| Design Strategy developed for the Western Cape

CTD established to implement WDC2014

2013 | WC Design Strategy adopted by Economic Cluster of WCG and CCDI mandated to drive

implementation

Open Design Festival launched

2014 | CT World Design Capital  

Background

Value + Use of Design

Danish Design Ladder

…and by Design we mean…

Policy Environment Regional | Millennium Development Goals (MDG)

National | South African Constitution

National Spatial Development Perspective (NSDP)

National Development Plan 2030 (NDP)

New Growth Path (NGP)

Industrial Policy Action Plan (IPAP)

Mzansi Golden Economy (MGE)

Provincial | Medium Term Strategic Framework (MTSF)

Future Cape 2040

5-year Provincial Strategic Plan

Provincial Economic Development Strategy

City | Spatial Development Framework (SDP)

Integrated Development Plan (IDP)

Social Development Strategy

Economic Growth Strategy

The beating heart of our country is a

community that has all the enablers of

modern life: We have water

We use a toilet We have food on

the table

We fall asleep without fear

We listen to the rain on the roof

We gather together in front of the heat

In our well-designed community

surroundings we feel safe everywhere.

Who are we?

We are Africans

We are an African country.

We are part of our multi-national region.

We are an essential part of our continent.

… we are acutely aware of the wider world, deeply

implicated in our past and present.

We talk to each other.

We share our work.

We play.

We worship.

We ponder and laugh.

We love reading.

We are a people at work. We work to create plenty.

The Dream Now in 2030 we live in a country

which we have remade.

We have created a home where everybody feels

free yet bounded to others; where everyone

embraces their full potential.

We are proud to be a community that cares.

…we ground our dreams.

We have built our own houses.

We are confident and self sufficient.

We are traders. We are inventors. We are workers.

We create companies. We set up stalls. We are studious.

We are gardeners. We feel a call to serve.

We make things.

We participate fully in efforts to liberate ourselves from conditions that hinder the flowering of our talents.

1.  Too few people work.

2.  The standard of education for most black learners is of poor quality.

3.  Infrastructure is poorly located, under maintained and insufficient to foster higher growth.

4.  Spatial patterns exclude the poor from the fruits of development.

5.  The economy is overly and unsustainably resource intensive.

6.  A widespread disease burden is compounded by a failing public health system.

7.  Public services are uneven and often of poor quality.

8.  Corruption is widespread.

9.  South Africa remains a divided society.

Our Reality

National Development Commission’s Diagnostic Report

…the primary productive sectors of the economy have made relatively small contributions to GDP …South Africa’s exports have remained commodity-intensive with low levels of value-addition. … compounded by South Africa’s generalised skills deficit and specific sectoral skills mismatches … together pose a profound developmental problem, with particularly serious ramifications for the skills-intensive manufacturing sectors. … Many of these features are rooted in the evolution of the economy over the past 150 years.

South African Economy

National Development Plan

Challenges and Opportunities

… design can help make ideas real

Design Strategy Asks?

How do we unlock innovation and create competitive advantage?

Through design driven development: By embedding design processes in business and organisational practices across sectors.

… and Answers:

The Sector

Design in the Economy

•  Low value and use of design within and across sectors

•  Fragmentation and duplication within the eco-system

•  Limited collaboration within and across sectors

•  Gaps in the eco-system and enabling environment

•  Design education system unresponsive  

Barriers | Eco-System

Design Strategy

“The best approach is to debate while implementing

the plan.”

Joel Netshitenzhe, Executive Director, Mapungubwe Institute (Mistra) and member of the National Planning Commission

…prototyping…

…a staged approach…

Support

FINANCE > SEED FUND

INFRASTRUCTURE > DESIGN PARK INCUBATION > 75HS

INNOVATION > BL CHALLENGE

DRIVER > DESIGN INSTITUTE

COLLABORATION > PRIORITIES

Promote

POSITIONING > EXPOS APPRECIATION > WDC2014

BRANDING > WC/SA RECOGNITION> AWARDS

ACCESS > OPEN DESIGN FESTIVAL

EXHIBITIONS > DESIGN + MAKING

Develop

STRATEGY> HUMAN CAPITAL

SCHOOLS > EXPERIENTIAL

TRAINING> PROFESSIONAL TERTIARY > RESPONSIVE

Design Human Capital Development Forum

SCHOOLS > CAREER AWARENESS SCHOOLS > TEACHERS

Institutional Arrangements

BIG PICTURE> ADVISORY COUNCIL COLLABORATION> THE FORUM DRIVER > DESIGN INSTITUTE

Western Cape Design Strategy partners in the developing eco-system

Thank  you