INTERACTION DESIGN INTERACTION INDUSTRIAL DESIGN INDUSTRIAL DESIGN METHODS DESIGN METHODOLOGY STRATEGIC DESIGN STAIRCASE DESIGN USER-DRIVEN INNOVATION USER-DRIVEN CO-CREATION INNOVATION CO-CREATION DESIGN THINKING THINKING DESIGN FURNITURE DESIGN FURNITURE DESIGN INTERIOR WELFARE DESIGN WELFARE GRAPHIC DESIGN GRAPHIC FASHION DESIGN THINKING DESIGN TEXTILE DESIGN TEXTILE WELFARE DESIGN WELFARE SOUND DESIGN SOUND ARCHITECTURE STRATEGIC DESIGN STRATEGIC COMMUNICATION DESIGN COMMUNICATION 1 REG X – the Danish Cluster Academy X – the Danish Cluster REG THE DESIGN AND CREATIVE AND DESIGN THE Glenda Napier, Lotte Langkilde, Louise Fenger Kornum Fenger Langkilde, Louise Lotte Glenda Napier, INDUSTRIES ECOSYSTEM IN THE THE IN ECOSYSTEM INDUSTRIES REGION OF SOUTHERN DENMARK SOUTHERN OF REGION TABLE OF CONTENTS 3 Foreword 4 Summary 5 Recommendations 7 Introduction 12 A Market for the Cluster’s Products and Services 17 Big Companies Which Act As Flagships, Cooperate and Reinvest Their Success into the Cluster 20 Entrepreneurs and Small Innovative Companies Who Generate Renewal in the Cluster and Contribute with New Knowledge and Innovation in Various Ways 23 Relevant Knowledge Actors Who Bring New Knowledge to the Cluster for the Benefit of the Companies in the Cluster 26 Investors Who Invest Risk Capital into the Companies in the Cluster 28 Consultants Who Support Companies in Their Development and Innovation Work 29 Strong Network between the Ecosystem Players 30 List of Interviewees Idea & layout: Trine Vu, www.hungogvu.com 2 | ANALYSETHE DESIGN AF ØKOSYSTEMETAND CREATIVE INDUSTRIESFOR DESIGN ECOSYSTEM OG KREATIVE IN ERHVERV THE REGION I REGION OF SOUTHERN SYDDANMARK DENMARK THE DESIGN AND CREATIVE INDUSTRIES ECO­ SYSTEM IN THE REGION OF SOUTHERN DENMARK FOREWORD Clusters are growth engines and – under the right circum- The purpose of this analysis is to stances – can stimulate innovation, entrepreneurship and employment. A cluster is made up of dynamic ecosystems examine the strengths and deve­ with dynamic partnerships between individual cluster par- lopment potentials in the ecosy­­­ ticipants. It is, e.g. the existence of cooperative companies “ and their networks to other companies, growth entrepre- stem surrounding the emer ging neurs, knowledge actors, investors and consultants that design and creative industries creates a strong ecosystem. cluster in the Region of Southern The purpose of this analysis is to examine the strengths and Denmark and use them as a development potentials in the ecosystem surrounding the emerging design and creative industries cluster in the Region basis, to present a number of of Southern Denmark and use them as a basis, to present a policy recommendations for the number of policy recommendations for the development of the cluster and its ecosystem. development of the cluster and its ecosystem. The analysis is based on qualitative interviews with 47 cen- tral players in the ecosystem. The analysis work has been done prior to and concurrently with new and ongoing de- velopments among cluster players and has already, prior to publication, been used as an input in the strategic work in the emerging design and creative industries cluster. The analysis is intended for the cluster participants in the emerging design and creative industries cluster in the Re- gion of Southern Denmark, but the model and the analysis results can also be used for cluster development in other clusters at the same or other development stages. The model is also used for analysing the ecosystem of the welfare technology, energy efficiency and offshore clusters in the Region of Southern Denmark1. The analysis has been prepared by REG X (the Danish Cluster Academy) on behalf of the Region of Southern Denmark. 1: For the analysis of the welfare technology ecosystem, visit: http://www.regx.dk/fileadmin/user_upload/regx/filer/REG_X_analyser/OEkosystemet_i_den_velfaerdsteknologiske_klynge.pdf 3 | THE DESIGN AND CREATIVE INDUSTRIES ECOSYSTEM IN THE REGION OF SOUTHERN DENMARK SUMMARY The Region of Southern Denmark aspires to generate more in companies in other industries as well as create synergy growth and employment in the companies in the region. De- between them. sign and creative competencies can be a tool for this, and the Region therefore has a special focus in this area. However, it is exactly the providers of design and creative competencies that should play a more central role in the Design and creative components create growth. Analyses emerging cluster. This applies to both companies offering have shown that creative industries, including design, have design and creative products directly to consumers (B2C) had a higher economic growth than other industries in the and companies offering design as a strategic method for last decade2. Design and creative competencies are also innovation and business development in other companies important parameters for a company’s innovative poten- or in the public sector (B2B and B2P). In particular, B2B and tial. Companies using design as an integrated part of their B2P are essential for the cluster’s development as a strong innovation and business processes generate more value unit as design methods can contribute to creating growth by than companies that primarily use design as an aesthetic solving more complex problems, i.e. major global and social “add-on” at the very end of the innovation process3. challenges. To make it possible for the design and creative industries Work on improving the use of design in the Region’s compa- to contribute to realising the growth vision of the Region of nies should be continued and supported. Demand for design Southern Denmark, the Region has to reinforce the emer- and creative competencies among the Region’s companies ging design and creative industries cluster in several impor- in other industries has grown in recent years. Neverthe- tant areas. less, there is still a large potential for additionally increasing design use in companies in and outside the Region. At the One of the emerging cluster’s greatest strengths is the pre- same time, when it comes to demand for design and crea- sence of knowledge actors in the area. The Kolding School tive competencies, the emerging cluster should see the po- of Design is one of the cluster’s guiding lights. The emerging tential in the public sector. The public sector is namely facing cluster is also characterised by the existence of a number challenges that cannot be solved by the public sector alone of large, well-established companies that demand and use and that require making room and creating possibilities for design competencies at a local, national and international using design and creative competencies for solving major level. However, these companies do not necessarily consider and complex challenges. themselves to be design companies or to belong to a local design and creative industries cluster. The analysis also examines internal relationships in the emerging cluster’s ecosystem. The conclusion is that the There are also entrepreneurs and small enterprises offering ecosystem’s many participants need to cooperate more different types of design and creative competencies. These closely to achieve synergies and avoid internal rivalry in the companies exist in many places in the region, and there cluster’s development. Cluster participants have certain ex- seem to be regional hubs for, in particular, the creative in- perience in cooperating on cluster development, but there dustries in and around, e.g. Kolding, Vejle and Svendborg. is a need for a strong push when it comes to the emerging cluster’s strategic development. A strong cluster organisa- Different initiatives targeting different parts of the emerg- tion should lead the way of uniting the cluster participants ing design and creative industries cluster have been and formulating a joint profile based on the cluster’s unique launched. Spinderihallerne (the Spinning Mill), Designande- resources when it comes to design and creative industries. len (Designers’ Cooperation), Fremtidsfabrikken (the Future The cluster’s knowledge institutions also need to take better Factory) and others work, in particular, to support providers advantage of the potential in high geographic concentration of design and creative competencies. Design2innovate (D2i) and develop jointly a clear common identity regarding the is established, e.g. in order to reinforce the use of design cluster’s cutting-edge design expertise. 2: Creative Economy Report, 2010, UNCTAD, Richard Florida, 2011. 3: Tether, 2005; Erhvervsstyrelsen, 2008; FORA, 2011, Jensen, 2013 4 | THE DESIGN AND CREATIVE INDUSTRIES ECOSYSTEM IN THE REGION OF SOUTHERN DENMARK RECOMMENDATIONS The recommendations for creating a strong design and crea- C Strengthen cooperation with other relevant clusters tive industries cluster have been formulated on the basis of – also across regions. an analysis that is primarily based on interviews with more than 40 players who have a relationship with this area. Recommendation 2: Based on this, it can be pointed out that there are three Continue the effort on promoting design use in other main challenges the recommendations are supposed to industries solve and should be considered in the context of: The continued development of the cluster’s market is de- cisive for the cluster’s growth and development ambitions. The design and creative industries cluster is an emerging cluster facing the challenge of uniting and streamlining Det anbefales at: the ecosystem’s many participants