critical analysis of worldwide approaches:from digital fabrication to artisans’ communities

DESIGNPROCESSESFOR SOCIALINNOVATION

Francesco MazzarellaMSc thesis in Ecodesign- Politecnico di Torino - 24/07/2013Supervisors: Pier Paolo Peruccio (POLITO), Rita de Castro Engler (UEMG)

OBJECTIVE

how design can contributeto social innovation

and sustainability of a territory

map complexity of approachesunderstand the roots of the phenomenon

case studies (design recommendations)guidelines for future developments

fieldresearch

MSc STUDENTPolitecnico di Torino

March 2011 - July 2013

ERASMUS STUDENTUniversity of Twente (Enschede)September 2011 - January 2012

MSc THESISUEMG (Belo Horizonte)

February 2013 - June 2013

ITALYmicro-enterpreneurship

BRAZILartisans’ communities

THE NETHERLANDSdigital fabrication

ACTIVITY

questionnaires

interviews

ACTIVITY

literatureanalysis

FRAMEWORK

MICRO-ENTERPRICE

diff

use

INDUSTRIAL CRAFT

DO

IT Y

OU

RS

ELF

experimentation

service PUBLIC system CROWDsourcing

PARTICIPATORYdesign

natu

ral

no-techreuse

vern

acul

ar

tradition

MU

LTIC

ULT

UR

ALI

TY

MATERIALSLOCAL IDENTITY

sustainabilitycommunitySOCIAL innovation

craf

ts

BRAZILITALY

NETHERLANDSSY

ST

EM

IC d

esig

n

SELF-PRODUCTION

digital fabrication

community innovation sustainability

FRAMEWORK

production

promotion

design distributionselfproduction

? PRODUÇÃO PESSOALINDIPENDENT DESIGNERAUTHORIAL DESIGNER ...

APPROACHES MAP

produçãopessoal

co-design

selfconstruction design

collective

selfpromotion

smallentrepreneur

artdesign

artisanaldesign

vernaculardesign do-it-yourself

digitalfabrication

craftsmanship mass production post-industry

produçãopessoal

THE ROOTS OFPRODUÇÃO PESSOAL

reactio

n to standardknow-how

pers

on

alization

m

id. ‘700 - mid. ’800

direct production

m

id. ‘800 - mid. ’900

labour division

90s - today

aware subject

diffuse production

flexible production

process / service

open design

local market

diffuse creativity

co-design

THE ROOTS OF PRODUÇÃO PESSOAL produçãopessoal

technological testing

designer+artisan

loca

l des

ign

mas

s cu

stom

izat

ion

open

com

mun

ity

social role of designer

Do-It-Yourself

Do-It-Yourselfprosumer

vernacular design

self-promotion

small entrepreneur

1920

-30s

1950

s

1970

s

1980

s

1990

s

2000

s

2010

s

participatory architecture

digi

tal f

abri

catio

n

99,4%

0,5%0,1%

68,2%

12,2 %

ITALY:MICROENTREPRENEURSHIP

65%

13 %MICRO/SMALLENTERPRISES

Source: EUROSTAT

19,6 %

22%

CREATIVE REUSE

LOCALindustry

technologyTRANSFER

industrialWASTES

design ART

ARTISANS’ PLATFORM

LOCALartisans

E-COMMERCE

productionON DEMAND

DESIGNEXPERIMENTATION

4DESIGN UNIVERSITIES

710 BilGDP

8,5%UNEMPLOYMENT

DESIGNSYSTEM

THE NETHERLANDS:DIGITAL FABRICATION

73,2%NOINDUSTRY

24,1%SERVICES

trading, finance

12,2 %

>5LIVING LABS

CREATIVE RESEARCH

FABLAB

PARTICIPATORYdesign 6 LABS

SOME EXAMPLESCODESIGN PLATFORM

+ 8.000COMMUNITY MEMBERS

9 START-UPTO LAUNCHIN NEXT 2 YEARS

3 START-UP OPENEDSustainable Dance Club

Three Wheels UnitedYuno

6°WORLD ECONOMY

85°HDI IN THE WORLD

BRAZIL:ARTISANS’ COMMUNITIES

8,5 mlnkm²

194 mlnINHABITANTS

50÷300%INCREASE IN INCOME

18 Bil FROM CRAFTS

85%CRAFTSWOMEN

8,5mlnARTISANS

64,3%OF BRAZILIAN MUNICIPALITIESOWN CRAFT PRODUCTION

CRAFTSMANSHIP

GRAPHIC

FASH

ION

FURNITU

RE

GASTR

ONOMY

TRADITION

interwoven withFAMILY everyday life

MANUALITY

PROFISSIONAL REGISTER?

CRAFT CLASSIFICATION

PRODUCTION VOLUME

CU

LTU

RA

L V

ALU

E

popular art

indigenous crafts

traditional crafts

conceptual crafts

cultural reference crafts

typical products

manual works

“industrianato”

Serviço Brasileiro de Apoio às Micro e Pequenas Empresas, 2004

SOME EXAMPLES

PUBLIC SUPPORT

ENHANCE TOURISM

access to utility goods

self-esteem

access to technology

WELFARISM

fear to lose subsidies

short-term support

economic difficulties

PROS & CONTROS

join associationsrelation with territory

increase health

not professional

no quality standards

ristrict market

not innovative products

RESENDE COSTA fabricwood

tourismcultural park

museumsfair

fair

woodmetal biscuit

pond

soap stone

TIRADENTES

INHOTIM

BICHINHO

RIO ACIMA

SÃO TIAGO

SÃO JOÃO DEL REI

OURO PRETO

MACACOSUEMG

BH

UFMG

MY EXPERIENCE IN BRAZIL

BH

BAHIA

RIO DE JANEIRO

craft fair

craft fair

gastronomy

museums

CURITIBA

FLORIANOPOLIS

SÃO PAULOPaula DibCampanas

Heloisa Crocco

Ronaldo FragaMaximo SoalheiroLaboratorio PiracemaRogério Fernandes

PAULA DIB PARTICIPATORYdesign

PAULA DIB’S MAP

fab lab?

SÃO PAULOhumanisticformation

1.

industrialdesign

3.

ceramicproduction

intership

craftvillage

2.AUSTRALIA

BAHIA

BRITISH COUNCIL

permaculture4.

young designer entrepreneuraward

5.

know the market

BRAZIL / AFRICA / EUROPE

SPAIN/JAPAN/FRANCE/GERMANYINTERNATIONAL

perspective

MULTIDISCIPLINARITY

FREEDOM

SHORT-TERM

WEBSITE

NEW PARTNERSgovernments

social

economic

companiesNGOs

universities

TRANSFORMADESIGN

social enterprise

no authorialINDEPENDENTfacilitator

socialdesign

PROCESSDESIGN

SUSTAINABILITY

MANUAL

LOCAL CHAINwhy?how?what?

cooperativesartisansuniversities

word of mouthpersonal contactsfame (award)

low taxesaware consumer

efficient material usechrome-free leather

reuse tires

size productiongrow community

low productive cost

rescue traditionsempower community

improve quality of life

humanisticaction-oriented

cont

ext

back

grou

nd

structure

sectorsustainabilityprocess

REGIONALBrazil

EMERGINGBrazil

econ

omic,

socia

l

barri

ers

join through... ...DESIGN

design

AVAILABLEmaterials

LOCALartisans

HISTORYof place

CURIOUSlooking ACTION

DESIGN

PRODUCTION

DISTRIBUTION

COMMUNICATION

LESS RISK OF FAILURE

ARTISANS’RESISTANCE

GLOBAL MARKETLOCAL

DOCUMENTARY

INCOME

DIAGNOSIS

SIMPLIFY PROCESS

INNOVATION

HIGH QUALITY

PICTURES

HIGHER PRICE4€ 46€>

environmental

from 1 to 23 artisansin 3 years

COW breedingabundant MATERIALartisans’ KNOW-HOW

RESCUE CRAFT TRADITIONS

CARIRI, CEARÁ

OPTIMIZE CRAFT PROCESS

CHROME-FREEleather

LOCALMATERIALSeucaliptus+seeds

REUSEDtires for soles

COMUNIDADES CRIATIVASDAS GERAES

UEMGCEDTec artisans

11PROFESSORS 3

17 STUDENTS

LOCAL initiativesto solve DAILY problemspromoting SOCIAL interactionsin a SUSTAINABLE way

from

201

0

MINING TOURISM

WATERFALLSBIOSPHERE RESERVE

IMMIGRATIONCULTURAL DIVERSITY

ISOLATION

bottom-up

PARTICIPATORYdiagnosis

MACACOS, 20 Km from Belo Horizonte

80%NOT RESPONSIBLE FORFAMILY SUBSTISTENCE

designer’sbrief

CO-DESIGN

co-design

artisan’swork

artisan’swork

alternativespresentation

designer’schoice

DESIGNmethodology

4 MONTHS

CRAFTtechniques

prototypepresentation

“SOFT” WAY

PRODUCT SELECTION

PRODUCTS73%

95%production

LOCAL IDENTITY

AVAILABLE MATERIAL

REUSED MATERIAL

PACKAGING

PRICING

LOW TECH

0,8÷11productive COST

ENTREPRENEURS’ COMMUNITY

local SHOP

local FAIR

EMPOWERMENT

PROFESSIONALISM

MORE P.O.S.

OTHER CASE STUDIES

São Tiago Celton Campanas

PROS & CONTROS

produçãopessoal

territorial designrelationships

open networkno logistics

free expressionflexible production

low investmentstraceable process

design by componentsproduct fixing

PROStrivializationisolationrisk of failurecommercial difficultiesrough product finishingdifficult managementlow communication

CONTROS

promotion

designplatform

designer

production subject

applied research

educ

atio

n

open

ecosystem

innovation

DESIGN PLATFORM

macrotop-downsupport

macrotop-downsupport

microbottom-upinitiaties

microbottom-upinitiaties

designplatform

PLATFORM’S STRUCTURE

RESEARCH &DEVELOPMENT

SERVICES& FACILITIES

internationalNETWORK

SUSTAINABLEDEVELOPMENT

of a territory

PROMOTIONdesign-drivenINNOVATION

BENEFITS

designplatform

GRAZIEDANK U

OBRIGADO

PATTERN DESIGN(case study:

Heloisa Crocco)

DESIGN & ACTIVISM(case study:

praia da estação)

CRAFTMERCHANDISING

for Brazilian international events

URBAN FURNITUREin the Estrada Real circuit

digital fabrication applied toSELF-CONSTRUCTION

PLATFORMof services forprodução pessoal

VERNACULARTYPOGRAPHY

as urban mark

FASHION& “MINERIDADE”

(case study:Ronaldo Fraga)

MATERIAL LIBRARYfor Brazilian crafts

ethnographic research onPERIPHERY DESIGN

to rescue material culture