Learning by Doing. Christine de Baan, programme director DutchDFA. CREATIVE.NRW, 14 April 2010

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1 Learning by Doing Christine de Baan, programme director DutchDFA CREATIVE.NRW, 14 April 2010

2 DutchDFA million euro budget, 1 million per ministry per year Government: - Ministries of Education, Culture and Science (OCW), Economic Affairs (EZ), Foreign Affairs (BZ) Sector: - Premsela, Netherlands Architecture Institute - BNO (Association of Dutch Designers), BNA (Royal Institute of Dutch Architects), BNI (Association of Dutch Interior Architects), MODINT (Dutch trade organisation for Fashion, Interior Design, Carpets & Textiles) - 6 creative cities, jointly (Amsterdam, Arnhem, The Hague, Eindhoven, Rotterdam, Utrecht)

3 Opportunity rich sector: Why DutchDFA? - Importance of the creative industries for our post-industrial knowledge and service economy - Creativity and innovation drivers of economic development and foundations of Dutch competitive strength - Dutch Design, Fashion and Architecture - most prominent sectors of Dutch creative industries - successful in 1990s and 2000s (OMA, Droog, Viktor & Rolf) - strengthen creative and innovative image of the Netherlands - Foreign territories represent both market opportunities and thresholds for Dutch design entrepreneurs Joining forces enhances impact of activities

4 What is DutchDFA? - Four-year strategic programme - In focus countries China, India, Germany - Based on topical themes and local demand - Towards sustainable (inter)national collaboration Mission: - To strengthen the international position of Dutch Design Fashion Architecture in a sustainable way by joining forces within the field

5 What makes DutchDFA different? - Operates in addition to existing infrastructure - Multi-disciplinary approach (D, F, A) - Cross-sectoral collaboration (OCW, EZ, BZ) - Long-term focus - Temporary

6 Rapidly changing world: Context & Content - Increasing interdependence global regions - Climate change > sustainable development - Globalisation > economic, social, cultural effect - Requires long-term thinking, sustainable international knowledge exchange, collaboration, partnerships - Also requires vision, imagination, innovation Design disciplines: - Connect creative and innovative quality with entrepreneurship and social engagement - Can literally give shape to a better future - Are focused internationally

7 Idea Achieved in 2012 Specific characteristics Dutch design are known and recognised as answers to local issues/demand in focus countries Network Sustainable networks have developed between the Netherlands and focus countries Enterprise Lower thresholds to local markets, higher turnover and stronger international entrepreneurship in the Dutch design field Collaboration Sustainable, cross-sectoral, public-private collaboration forms basis for further internationalisation Dutch design

8 Launch 16 December 2008 Start programme 1 April 2009

9 Image Research

10 Market research

11 Mapping

12 Missions & Matchmaking

13 Exhibitions

14 Fashion shows

15 Partner projects

16 Communicating

17 Positioning

18 Promotion

19 Publicity

20 Dialogues

21 Networking

22 Networking

23 WorkSpace

24 Stronger focus Experience after 1 year - From event-driven to programme-driven - Opportunities and hot spots removed from programme - Long-term programmes focus countries main activity Development of tools - Incubator programmes and design consultants (desk) - Dutch Profiles (communicative, accessible, versatile) - Travelling profiling presentations + fringe programme New knowledge - What works and what doesn t, fine-tuning of tool set, added value cross-sectoral approach

25 Timeframe Evaluation - Ongoing: project reports programme participants - Separate evaluations of larger projects (SICIW) - Annual internal evaluation in annual report - External evaluation half-way through programme (early 2011) - Another external evaluation after four years Measuring - Idea (imago research 2009, 2011, 2013) - Network (questionnaires (education 2009), reports, interviews) - Enterprise (branch monitors, repeat participant questionnaires) - Collaboration (new collaboration agreements, amount and mix of project partners, coherent collective story)

26 After 2012 Programme focused on sustainable effect: (in focus countries) - Idea: distinguishing characteristics Dutch design better known, emergence of dialogue between design cultures - Network: sustainable because of long-term development, realised collaborative projects, increased trust - Enterprise: market opportunities NL designers enhanced: stronger image, developed network, local support, new knowledge, international work experience and professionalisation sector - Collaboration: better synergy and collaboration between partners within and beyond DutchDFA How to avoid the black hole?: - Decreasing contributions, adoption, sufficient impact before 2012

27

28 Learning by doing 1/4 - Programme development - Process development - Push and pull, trial and error 2/4 - Communicate, communicate, communicate - Evaluate - Consolidate

29 Learning from doing Starts - with a vision and a mission and a lot of formalities Develops into a process and programme - stimulate, communicate, evaluate, consolidate Transforms into a new kind of energy - driven by content, discoveries, new knowledge, new ideas

30 4/4 and beyond

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