ENoLL Summer SchoolAmsterdam, 3 September, 20141 Living Labs as a Policy Tool for Transitioning Jesse Marsh Atelier Studio Associato [email protected]

ENoLL Summer School Amsterdam, 3 September, 20141

Living Labs as a Policy Tool for Transitioning


Jesse MarshAtelier Studio Associato

[email protected]



The new landscape of jobs



… and manufacturing?



Three key strategies• Cost-oriented

A retention strategy for price-sensitive mass-market customers, based on relocation to low-income countries, including the NMS

• Product/service-orientedDiversifying the spectrum towards high-quality and specialty textile products in order to raise perceived/delivered value and shift attention away from costs

• Productivity-orientedAutomation and IT-based supply chain management, to increase efficiency and improve flexibility through global sourcing systems



EU «Industrial Compact» 2014• Move continuously towards innovative, high-added value

products• Market liberalisation to explore the opportunities in Brazil,

China, India, Indonesia, Japan and the USA;• More emphasis on creative and high-end products

manufactured in the EU;• Protect European fashion and high-end companies against

counterfeiting and other IPR violations;• Reduce the gap between longer financial cycles than production

cycles, esp. for the SMEs from the fashion industry• Struggle against the risk of losing traditional skills and know-

how• Increase the legal certainty and consequently consumers trust

regarding online shopping



The Maker Economy?



How to transition?



Business Model as Research



Rainforest Model as Policy



Living Labs for Business Models

DesignLabs

PlaceLabs

MakingLabs



Design Labs• Inspiration labs (drawing inspiration from

historical and multi-cultural sources)• Eco-labs (using eco-materials, Fair Trade

networks, etc.)• Techno-labs (exploring the potential of new

technical materials and processes)• Existing on-line designer and maker communities



Making Labs• Networked laboratories (small-scale artisans as

virtual enterprises)• Making places (new life for old factories as multi-

disciplinary making centres)• Home production (DIY kits, family enterprises)• Innovative supply networks (including

organisations as well as individuals on a peer basis)



Place Labs• User communities as “prosumers” and

“customizers”• Re-factories (re-invention of the role and

function of T&C factory structures in urban settings)

• Social spaces (making and sewing as activities with a social function providing added value to urban and regional development policies)

• Global value chain districts (based on re-configuration of existing clusters, across the geograph-ical borders)



Business Systems• An existing industrial T&C district introducing new equipment and concepts for

custom-to-order production and fashion designs based on technical fabrics.• A technology incubator identifying and developing new business ideas to

accelerate the adoption of new technologies and approaches by the T&C supply chain, thus enabling the take-up of new business models.

• A rural district scattered with fasonista laboratories building a networked enterprise based on interchange with design schools and virtual interaction with customers.

• A fashion start-up incubator with experimental facilities for new materials, heritage and ethnically based designs, and new manufacturing processes.

• Fully or partially defined DIY kits to be custom ordered through a large-scale distribution network (supermarket, furniture manufacturer, etc.) and assembled in (fair trade) social centres in marginalised urban areas.

• An on-line ecommerce retailer introducing a home apparel department complete with equipment, designs, and DIY kits.

• A work garment producer customising for a company and on demand for each of its employees the garment to be delivered.



Transition scenarios Making Labs Design Labs Place Labs

Supply Chain innovations

Transition Path #SC1Transition Path #SC2

Transition Path #SC3

Transition Path #SC4

Localisation innovations

Transition Path #L1

Transition Path #L3

Transition Path #L4Transition Path #L5

Business process

innovations

Transition Path #BP1Transition Path #BP2

Transition Path #BP3Transition Path #BP4

Transition Path #BP5

Skills innovations

Transition Path #S1

Transition Path #S2Transition Path #S3

Transition Path #S4Transition Path #S5

Policy/regulatory

innovations

Transition Path #PR1Transition Path #PR2

Transition Path #PR3

Transition Path #PR4



New economic models



New communicational models



New normative frameworks



New infrastructures



Thank you for your attention

Jesse MarshAtelier Studio Associato

[email protected]

Documents

ENoLL Summer SchoolAmsterdam, 3 September, 20141 Living Labs as a Policy Tool for Transitioning Jesse Marsh Atelier Studio Associato [email protected]