PRESENTATION DOSSIER - event #Spainis inJapan
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PRESENTATION DOSSIER
01 INTRODUCTION 2 PRESS MATERIAL & PICTURES
VALENCIA, WORLD DESIGN CAPITAL 2022 More than the organisation of an event, ever
since the initial bid we have worked to acti-
On 9 September 2019, Valencia was selected vate a process that can integrate society as
as World Design Capital 2022 by the World a whole, from citizens to private and public
Design Organization (WDO), an international enterprise, through the fields of academia
non-governmental organisation that, since and training. A process that enables the im-
1957, has set out to promote the design pro- plementation of design strategies throughout
fession. the region and in such diverse spheres as
politics, education, urban planning, commu-
Valencia World Design Capital 2022 seeks to nication, tourism, innovation, culture and the
make this discipline a tool for social wellbe- economy.
ing and sustainable economic development.
We believe in design as a fundamental vehi- Valencia World Design Capital 2022 aims to
cle with which to improve people’s quality of promote the activity and enhance the quali-
life, activate innovation in the short term and ty of this creative sector, making it the main
generate systemic change in societies in the agent of social change and urban innovation.
long term, resolving very specific problems The aim is to generate a whole series of ini-
and challenges in the local sphere and gene- tiatives that will project design beyond 2022,
rating global solutions that can be applied to generating a legacy that is able to transcend
other environments. and become established as a key value of the
local and national social fabric.
01 / INTRODUCTION 3
4 PRESS MATERIAL & PICTURES
MEDITERRANEAN CITY sues such as inclusion, gender equality, social
justice, sustainability and the importance of
The project of Valencia as World Design education.
Capital 2022 appeals to a way of understan-
ding the world from a “Mediterranean” point Valencia World Design Capital defends a “way
of view, based on the approachability of its of looking” (a filter) with certain geographical,
people, their empathy, the joie de vivre of its but also aesthetic, ethical, philosophical and
society, its tolerance, its diversity, its inclusi- political implications. We seek to underline
ve, open and creative nature. Mediterranean the brightness of our world, its poise and
design stands out thanks to its luminosity, its balance, the accomplished and unequivocal
warmth, a more poetic, personal and intuitive simplicity of that which has become settled,
perception which appeals directly to the sen- assimilated and catalysed by the passing of
ses, seeking to please through appearance time, tradition, cooperation and the appre-
and feel, without losing sight of functionality. ciation of excellent work. The programme
of events of this bid for 2022 sets out to
This is Mediterranean design that refers, understand this “way of looking” from the
obviously, to a geographic and historic space, Mediterranean, while targeting some general
but also to a series of values. Social values objectives and universal values established by
that set out to make life happier for people, the UN.
and with a committed stance on specific is-
01 / INTRODUCTION 5
THE LEADING NAMES OF VALENCIAN OUR VISION
DESIGN
Being awarded the title of World Design
Beginning with some history and arriving at Capital in 2022 implies, primarily, the genera-
the present day, we set out here the names of tion of a brand of internationally recognised
the main Valencian designers and design stu- prestige, and it acts as a facilitating element
dios, those who have contributed to fashio- in the construction of a sense of identity
ning the prestige of the design history of this and belonging, as a synthesising element for
region; others who are currently working on projection and communication to the outside
projects to continue this legacy. Furthermore, world, as a discourse to attract visitors, in-
we have the new generations of promising vestors and qualified residents. Being Design
young designers who, undeniably, are contri- Capital will serve to enhance social processes
buting to making design and the designers and to generate economic value.
of the Valencian Community an international
reference. Design plays an important role as a driver of
progress in the economy and, of course, in
Paco Bascuñán, Vicent Martínez, Nacho society and culture, as well as being an eco-
Lavernia, Javier Mariscal, Dani Nebot, Marisa nomic sector in itself. Moreover, if we con-
Gallén, Pepe Gimeno, Vicente Gracia, Vicente sider its transversal nature and its capacity
Navarro, Ibán Ramón, Yinsen, Boke Bazán, for use in all sectors and fields of activity,
Dídac Ballester, OdosDesign, Jaime Hayón, design becomes a vital strategic partner for
Mario Ruíz, Inma Bermúdez, Borja García, companies that wish to evolve. An event of
Hector Serrano, Fran Silvestre, Jose A. Gan- the scale and scope of World Design Capital
día-Blasco, Sandra Figuerola, Ramón Esteve, involves the holding of meetings, congresses
María Arroyo, Francesc Rifé, Borja García, and activities of an international nature that
Vicente Gallega, Rafa Armero, Juan Montesa, will facilitate the insertion of companies and
Iván Colominas, Julio Guixeres, Cosín Estu- organisations in international networks and
dio, CuldeSac, Filmac, Estudio Menta, Yonoh interest and cooperation groups, giving them
Estudio, Ximo Roca, Carlos Tiscar, Alegre the opportunity to diversify their internatio-
Design, Néctar, Miguel Herranz, Cuatro Cuar- nalisation processes.
tos, Carmen Baselga Taller de Proyectos,
Nihil Estudio, Mano de Santo, La Mamba + El Focusing attention on Valencia via design
Atelier, Masquespacio, Estudio Zyx, Estudio will contribute to maintaining the interest
Vitale, Ideo, H Up Interiorismo y diseño, Estu- of foreign investment in the region and the
dio Mercader de Indias, El Ático Interiorismo, country as a stable destination, with a sound
Estudio Tarruella Trenchs, Estudio PG. geostrategic position, first class transport
connections and an extensive network of
industrial and logistic spaces and centres of
knowledge, research and innovation.
Being Design Capital will enhance the social
relevance of design and help bring together
companies, organisations and institutions
that contemplate design as a key value in
their corporate and growth strategies. It will
enable economic and social returns in the
form of development, progress and prospe-
rity, as well as generating business opportu-
nities and creating links between design and
business to catalyse innovation and generate
greater productivity.
6 PRESS MATERIAL & PICTURES
02
CONTEXT
7
A→ ciety and the whole country with the need to
make design a tool for change and transfor-
IF YOU THINK ABOUT DESIGN, YOU THINK mation.
ABOUT VALENCIA
If we speak about architecture, in addition to
The city of Valencia and by extension the Va- the renowned architect Santiago Calatrava
lencian Community is a land of creativity. The (Hemisfèric, Museu de les Ciències, Palau de
work of designers, interior designers, archi- les Arts, Àgora...) the city offers a wide variety
tects and illustrators over the last one hun- of imposing and valuable buildings, master-
dred years shows that Valencia exudes design pieces of Valencian modernism, such as the
through every pore: with examples of graphic Mercado Central and the Mercado de Colón,
design throughout the city, emblematic and both with more than a hundred years of his-
singular buildings in every street and new ar- tory. In addition, a special mention is deser-
chitectural, urban planning and environmental ved by the Lonja de la Seda (Silk Exchange) of
projects that will shape the Valencia of the Valencia, an exponent of Valencian civil gothic
future. And for the design and beauty of the declared World Heritage by UNESCO in 1996.
interiors of its establishments, old and new.
The city forms its personality though its many
Valencia World Design Capital 2022 seeks to neighbourhoods, some well established, such
make design a tool that is able to imagine in- as El Carmen and the Ensanche, and others
novative solutions to the great urban challen- emerging and burgeoning with life such as the
ges. Solutions agreed upon by all the agents Russafa and Cabanyal neighbourhoods. What
of society to combat challenges such as en- they all have in common is that they are full of
vironmental sustainability, population aging, art galleries and cafés and their premises host
inclusion and inequality, the management of numerous demonstrations of interior design
multiculturality, the generation and manage- and even examples of experience design
ment of public space, among others.
The city of Valencia is a breeding ground of
Valencia is a city that already transmits de- nationally and internationally renowned de-
sign in all its neighbourhoods, from Ciutat signers. Numerous professionals and com-
Vella at the heart of the city to its maritime panies, such as the designers Dani Nebot,
quarters, with The Cabanyal and Malvarrosa Nacho Lavernia, Vicent Martínez and Lola
districts, bathed by the Mediterranean Sea. Castelló for Punt Mobles, Javier Mariscal, Ma-
Being World Design Capital will give the city rio Ruiz, Marisa Gallén and companies such
the possibility to transmit and to imbue so- as Point, Actiu, Royo Group, Porcelanosa and
8 PRESS MATERIAL & PICTURES
Andreu World, have been rewarded with the declared Intangible Cultural Heritage of Hu-
prestigious National Innovation and Design manity in 2013.
Awards, and their track records have accumu-
lated numerous international distinctions for Design in Valencia is present in leisure, ar-
their design work and products. chitecture, culture, gastronomy and, throu-
gh graphic design, in all its streets. The city
The complete gastronomic offer of the city, of Valencia has many projects underway in
the result of its rich culinary tradition, brings which design takes pride of place: the Arxiu
us closer to interior design, although the work Valencià del Disseny, the future Design Dis-
of designers is apparent not only through the trict, the Arena stadium (a large multipurpose
many cafés, bars and restaurants. The wide enclosure for sports events) the new Valencia
variety of cosmopolitan and innovative com- CF stadium, the Torre Eólica wind tower in
mercial proposals allows us to enjoy a route Valencia Marina (designed by the architect
through the city and to perceive and experi- Fran Silvestre) and the future Caixa Fòrum
ment new experiences led by design while we València, in the Ágora of the City of Arts and
enjoy the goodness of the Mediterranean diet, Sciences.
02 / CONTEXT 9
B→ IF YOU THINK ABOUT DESIGN, YOU THINK ABOUT MARCA ESPAÑA The excellence and potential of design as a discipline is not limited to the Valencian Community in terms of scope. The geostrate- gic position of our region beside the Medite- rranean, its history, and the particularly open and friendly character of our community, have led us to champion a narrative that is fully reciprocated in Spanish society. The qualities of an advanced society, such as cultural diversity, business excellence, sus- tainability or creative spirit are values that we share with all the regions of Spain. Therefo- re, our mission will be to work from the local level, as drivers of innovation and sustainable development, to finally bring together groups that are already present in the social and eco- nomic structure of the country, generating an impact that will serve to promote the “Marca España” brand internationally. 10 02 / CONTEXTO
03
Valencia World Design Capital 2022 aims to
promote the activity and enhance the quali-
ty of this creative sector, making it the main
agent for social change and urban innova-
tion. The aim is to generate a whole series
of initiatives that will project design beyond
2022, generating a legacy that will trans-
cend and become established as a key value
of local and national social fabric.
AIMS
PRESS MATERIAL & PICTURES 11→ DESIGN TEACHING → THE STRENGTHENING OF THE LOCAL
OR NATIONAL PROFESSIONAL DESIGN
The didactics of design as a tool to improve NETWORK
processes in society.
To generate a narrative shared by the three
→ THE SOCIAL TRANSFORMATION OF THE provinces of the Valencian Community
REGION THROUGH DESIGN around creativity and design, positioning us
as a national focus point.
To create, activate and facilitate links and → THE STRUCTURING OF THE VALENCIAN
collaborations between the design ecosystem COMMUNITY THROUGH DESIGN
and innovation, as well as to establish stable
contacts with other disciplines or economic, To build a closer relationship between profes-
social and cultural sectors that will transform sionals at the national level and improve the
society in the long term. professional implementation of the design
→ THE INTERNATIONALISATION OF DE- sector in society.
SIGN AND ITS AGENTS
→ LEGACY
To promote Spanish design, its professionals
and companies, at international level. Fur- To ensure the blossoming of a design legacy
thermore, to inspire other cities to use design in the appointed city that will be prolonged
as a strategic tool to grow and prosper and and remain after the conclusion of the twelve
generate an international network of cities months as Design Capital.
that share best practices in innovative design. All the actions carried out from Valencia
→ THE WELLBEING OF PEOPLE THROUGH
DESIGN (OR SOCIAL DESIGN)
To assist and accompany the creation of stra-
tegies based on design to contribute to the
sustainable and inclusive development of the
region, improving the level of wellbeing and
the quality of life of its citizens.
12 PRESS MATERIAL & PICTURES04 → NO POVERTY
→ ZERO HUNGER
→ GOOD HEALTH AND WELL-BEING
→ QUALITY EDUCATION
→ GENDER EQUALITY
→ CLEAN WATER AND SANITATION
→ AFFORDABLE AND CLEAN ENERGY
→ DECENT WORK AND ECONOMIC GROW-
TH
→ INDUSTRY, INNOVATION AND INFRAS-
TRUCTURE
→ REDUCED INEQUALITIES
→ SUSTAINABLE CITIES AND COMMUNI-
World Design Capital 2022 will relate to one TIES
or more of the Sustainable Development
Goals promoted by the United Nations on → RESPONSIBLE CONSUMPTION AND
matters of sustainability and social justice for PRODUCTION
2030. The Sustainable Development Goals
are a universal call to action to end poverty, → CLIMATE ACTION
protect the planet and guarantee that people
can enjoy peace and prosperity. → LIFE BELOW WATER
The fact that Valencia is to be World Design
Capital in 2022 will enable us, between now → LIFE ON LAND
and the 2022 horizon as the key year, to
generate collective projects and synergies in → PEACE, JUSTICE AND STRONG INSTITU-
order to visualise problems, determine cha- TIONS
llenges, design strategies and begin working
to reach our aims. → PARTNERSHIPS
VALUES
1305
The project of Valencia as World Design STAGE 0
Capital is not a recent event. It has been PRELIMINARY
underway since 2018 when a group of profes-
sionals and entrepreneurs began to dream of MARCH 2018 - DECEMBER 2018
this designation. Since then, the project has
passed through different stages, the last one The process commenced with the first mee-
being the legacy, what will remain at the end tings of the people who would form the com-
of 2022 and on which we are already begin- mittee and the first working group, quietly
ning to work: building up a network and bringing together
the professional and entrepreneurial founda-
tions of the project that, in addition to ha-
STAGES
ving already obtained the support of political
alliances and even the opposition, began to
set up the first working group with which to
begin the bid presentation process.
14STAGE 1 from the city of Valencia, the capital project
BID aspires to unite and incorporate the interests
of Alicante and Castellón, acting as a hub to
DECEMBER 2018 - SEPTEMBER 2019 articulate and promote the whole Valencian
Community region.
We worked for a year on the presentation of
Valencia as World Design Capital in 2022. Beyond the organisation of an event, this
During these months we proclaimed locally, initiative works to activate a process that will
nationally and internationally that Valencia integrate everybody: authorities, companies
deserved to be World Design Capital with and citizens. A process that will provide them
all of society united behind this project. We all with increased capacity for innovation in
achieved widespread support, economic the short term and for systemic change in the
backing from business and political consen- long term. A process that enables the imple-
sus. We approached this stage as a journey in mentation of design strategies in such im-
that, if we did not achieve our aims, at least portant spheres as politics, education, urban
we would have broadcast to society the mes- planning, communication, tourism, innova-
sage of design and design education. tion, culture, business and ecology.
STAGE 2 The creation of our own narrative has begun,
GENERATION OF TRUST thanks to the support of a society that is par-
SEPTEMBER 2019 - APRIL 2020 ticularly committed and open to projects that
can bring progress.
Valencia World Design Capital 2022 seeks to
make the design perspective the main agent
for urban innovation. Although it is activated
05 / STAGES 15STAGE 3 in times of pandemic.
ACTIVATION
This open and global platform, which has
APRIL 2020 - DECEMBER 2020 collected over 500 initiatives and projects of
all kinds, both national and international, has
Having formed the basic team, we began to received various acknowledgements such
generate initiatives and projects in which citi- as the inclusion of its graphics in the forth-
zens, as well as professionals and companies, coming exhibition of the Design Museum
felt they were participating and collaborated of Barcelona: ‘Emergency! Designs against
with ideas and projects. Covid-19’.
The first months after our selection as Capital At the same time, twenty key figures within
were situated in a challenging context owing Spanish design united to reflect on the role
to the health crisis caused by COVID-19. of their sector in the ‘new normal’ through
Despite this, we have managed to generate a a series of interviews in which this line-up
project that reaches out to citizens, thanks to of professionals spoke sincerely about how
the spirit of constant improvement inherent the COVID-19 crisis has affected them and
to design. how they believe design can help to resolve
all the challenges faced by society, as well as
Along these lines, the project #EstoPasará expressing their demands to the public insti-
(“This will pass”) was launched at the begin- tutions.
ning of April, as a digital platform to collect,
align and broadcast initiatives arising from After a crisis such as the one we have expe-
design and other creative sectors in order to rienced, design stands out as a key tool in the
contribute with solutions, relief and support social reconstruction of the country.
16During the process of creating our own narra- endorse the work already performed as well
tive, the Capital project has received various as vouching for the achievement of our aims.
distinctions and expressions of support that
05 / STAGES 17During the month of July, two key events The second event consisted of the ceremony
took place that put Valencia on the map in an for presentation by their Majesties the King
extraordinary manner, thanks to the official and Queen of Spain of the National Inno-
support ceremony of the Ministry of Science vation and Design Awards 2019, with the
and Innovation for the Capital project, and participation of the Minister of Science and
the presentation ceremony of the National Innovation, Pedro Duque. This ceremony
Design and Innovation Awards, which was at- distinguished the professionals and compa-
tended by their Majesties the King and Queen nies that have made innovation a vital ele-
of Spain. ment in the development of their professional
strategy and the growth of their business.
The first event, the support ceremony of the Furthermore, recognition was given to those
Ministry of Science and Innovation for the who have contributed significantly to increa-
capital project, was attended by Teresa Ries- sing the prestige of Spanish design and the
go, General Secretary for Innovation of the companies that, by incorporating it in their
Ministry of Science and Innovation, and was business strategy, have shown that design is
supported by the regional and local govern- a powerful lever for innovation and competiti-
ments, with the participation of the President veness.
of the Valencian Government, Ximo Puig, and
the Mayor of Valencia, Joan Ribó. This mee- STAGE 4
ting emphasised the value of the Valencian PROTOTYPING
Community as a land of creativity and as a
region in which design excellence has been JANUARY 2021 - DECEMBER 2021
apparent for decades thanks to its National
Innovation and Design Award winners. The year prior to being design capital is the
time to implement projects, to give the pro-
VALENCIA PROJECT
WORLD DESIGN PRESENTATION
CAPITAL 2022
GUIDE
WDC VALENCIA
2022
SIX-MONTHLY
CALL
18gramme an international diffusion and begin so that design will be implemented in the
to attract the attention of the general public business, institutional and social decisions of
beyond our borders. Spain.
Design as a driver of change and differentia-
To make the “Marca España” brand an in- tion:
ternational reference and to focus on all the
companies and professionals who, using 1 → TRAINING AND INDUSTRY
innovation and design, work every day to im- The basis for any change begins with educa-
prove processes and people’s lives. It will be tion and is sustained thanks to the economy.
the time to begin to prototype society using Therefore, we will make structural changes
design and to include this in fields other than to update the Teaching Guides for Vocational
those in which it is usually present. Education and Training linked to design, we
will create new training schools linked to the
STAGE 5 wood, ceramics and textile industries. We will
IMPLEMENTATION create the necessary links between schools
JANUARY 2022 - DECEMBER 2022 and industry, to retain talent in the Valencian
Community.
2022 will be Valencia’s big year as World
Design Capital. A year full of events, both our 2 → INSTITUTIONALISATION
own and those undertaken with other institu- We will act as a lobby between the adminis-
tions and professionals to enhance the disci- tration and private enterprise. The instittions
pline from every angle, as well as to emphasi- understand the transformational power of
se its social and economic importance and its design and the need for its implementation in
capacity for transformation. Twelve months all processes and results. We are not referring
dedicated to social topics such as sustaina- to aesthetic results, but to relevant results.
bility, social inclusion, sustainable growth,
equality and sport, aligned with the United Our first step will be the creation of a Design
Nations Sustainable Development Goals and Council within the Valencian Administration.
with a regional, national and international There will be no last step.
presence. We want to be the pole of attrac-
tion for world creativity for a whole year. 3 → OPPORTUNITIES ECOSYSTEM
Based on urban planning, the assignment of
STAGE 6 spaces and the activation of the network of
THE LEGACY professionals linked to the creative industries,
we will create the right context to enable the
FROM JANUARY 2023 ONWARDS proliferation of opportunities for collabora-
tion, the generation of wealth and partners-
Valencia World Design Capital 2022 draws hips in the long term, on both the professio-
two horizons: the present day and posterity. nal and social levels.
Our main aim as World Design Capital is to 4 → GENERATION OF WEALTH
leave a legacy; because we do not see 2022 Understanding design as the end result of a
as a jubilee year, but rather as the founda- process, the aim of which is to seek the ideal
tion on which this city – and by extension the solution to a specific problem, it is evident
country – will be positioned on the interna- that this process can only generate wealth,
tional design map. Therefore, all the actions reduce costs, increase sales and improve
that we undertake today have a long-lasting processes. We can speak of the relevance of
vision that will change the social foundations the contracting of design for business and
05 / STAGES 1920
industrial evolution and we will work for its out to compete or reproduce the same model,
dissemination and implementation. needs to generate dynamic and functional
facilities for all public and business sectors.
5 → SUSTAINABILITY
THE PROGRAMME OF VALENCIA WORLD
We incorporate in our strategy the Sustaina- DESIGN CAPITAL 2022
ble Development Goals (SDG) approved by
the United Nations in 2015, and this will be Valencia World Design Capital 2022 does
the fundamental pilar on which to build this not merely seek to generate a schedule of
new reality that will be inaugurated with our events in 2022, but to begin a transformation
Capital status. Design as the driver of change process that includes the implementation of
in processes to fight against poverty, protect design at a social level. And it does so by ac-
the planet and ensure peace and prosperity. tivating the participation of professionals and
citizens with different calls for projects. In
6 → EXPORT AND BRANDING this way, major events and activities are being
Thanks to the institutional support we have generated, not just for 2022, but furthermo-
received and our knowledge on the building re from 2020 a whole series of activities and
of brand universes, a ‘Marca València’ seal processes has commenced which includes
will be created, which will enable us to open design in different aspects: internationalisa-
unique, competent and ethical export chan- tion, the national brand, the implementation
nels. We provide value to all our producers of the productive fabric, cultural acceleration
and entrepreneurs. or such specific matters as gender equality
and inclusion. The programme for 2022 will
7 → INCORPORATION OF THE VALENCIAN cover, in turn, from large events and interna-
COMMUNITY DESIGN FOUNDATION AND tional meetings to other small actions that
ITS HEADQUARTERS, THE VALENCIAN transmit the importance of design and its
COMMUNITY DESIGN CENTRE transversal capacity.
The fact that Valencia is to be World Design
Capital in 2022 enables us, from now on and
with the horizon of the legacy as our main
target, to generate collective projects and
synergies to visualise problems, determine
challenges, design strategies and begin wor-
king to attain our aims.
Being World Design Capital must also mark
the start of a project that will be perpetuated
in space and time. Hence the need to incor-
porate a body that can continue to manage
and lead the legacy that the Design Capital
team will leave. A Foundation conceptually
linked to the world of design and its dissemi-
nation is, for Valencia, a fundamental propo-
sal that will complement the city’s cultural
ecosystem with a physical headquarters such
as those already in place in London and Bar-
celona, a centre for design, a hub for profes-
sionals and companies. Thematic spaces with
design at the centre of their programming
and management. Valencia, without setting
05 / STAGES 2122
23
06 COMPANIES AND INSTITUTIONS THAT ALREADY SUPPORT VALENCIA WORLD DESIGN CAPITAL 2022 24
The Valencia World Design Capital 2022 bid is a project of
the Associació València Capital del Disseny, which is bac-
ked by the Local Authority of Valencia, the Government of
the Valencian Community, Visit València, Feria Valencia
and Valencia Marina.
It is also promoted by the Association of Designers of the
Valencian Community (ADCV) and the Professional Asso-
ciation of Interior Designers of the Valencian Community
(CDICV).
The project is supported by collaborating companies in-
cluding Actiu, Andreu World, Padima, Point, Tau Cerámica,
Zumex, Grupo Torrecid, La Imprenta, Vondom and Martí-
nez Medina, IBV, Escato, Punt and Veles e Vents and su-
pporting associations such as ComunitAD, READ, Art en
Blanc, Dimova, the Professional Association of Advertising
Professionals and the Regional Association of Architects
of Valencia. It is an initiative that has gone beyond the lo-
cal sphere to become a national project with the support
of three ministries: the Ministry of Culture and Sport; the
Ministry of Industry, Trade and Tourism; and the Ministry of
Science, Innovation and Universities, as well as many other
institutions. The bid has also received the backing of the
Spanish Royal Family.
07 / COMPANIES AND INSTITUTIONS 25You can also read
