Materials. research and innovation in the creative industries. Report on the round table discussion, Brussels, 5 October Research and Innovation

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1 Materials research and innvatin in the creative industries Reprt n the rund table discussin, Brussels, 5 Octber 2012 Research and Innvatin EUR EN

2 EUROPEAN COMMISSION Directrate-General fr Research and Innvatin Directrate G Industrial Technlgies Unit G3 Materials RTD-NMP-MATERIALS@ec.eurpa.eu RTD-PUBLICATIONS@ec.eurpa.eu Cntact: Lula Rss Eurpean Cmmissin B-1049 Brussels

3 EUROPEAN COMMISSION Materials research and innvatin in the creative industries Reprt n the rund table discussin, Brussels, 5 Octber 2012 Edited by Lula Rss Directrate-General fr Research and Innvatin 2012 Industrial Technlgies Materials Unit EUR EN 1

4 EUROPE DIRECT is a service t help yu find answers t yur questins abut the Eurpean Unin Freephne number (*): (*) Certain mbile telephne peratrs d nt allw access t numbers r these calls may be billed LEGAL NOTICE Neither the Eurpean Cmmissin nr any persn acting n behalf f the Cmmissin is respnsible fr the use which might be made f the fllwing infrmatin. The views expressed in this publicatin are the sle respnsibility f the authr and d nt necessarily reflect the views f the Eurpean Cmmissin. Mre infrmatin n the Eurpean Unin is available n the Internet ( Catalguing data can be fund at the end f this publicatin. Luxemburg: Publicatins Office f the Eurpean Unin, 2012 ISBN di /30054 Eurpean Unin, 2012 Reprductin is authrised prvided the surce is acknwledged. Cver Image leszekglasner # , Surce: Ftlia.cm 2

5 Cntents BACKGROUND... 4 BRIDGING THE GAP BETWEEN MATERIAL INNOVATION AND THE CREATIVE COMMUNITIES: A NEW CONSULTATION... 6 ROUND TABLE DISCUSSION AND RECOMMENDATIONS Can we identify "creative industries" that benefit frm innvatin in materials?... 7 Are there needs fr materials research and innvatin in cmmn acrss different sectrs?... 7 Hw can we bring supprt t these needs via Eurpean Research and Innvatin funding schemes?... 9 CONCLUSIONS ANNEXES I. List f experts endrsing this reprt and addressing it t the Eurpean Cmmissin II. Agenda f the rund table discussin III. Participants t the rund table discussin

6 Backgrund In the Cmmissin Green Paper 1, creative industries are defined as thse industries which use culture as an input and have a cultural dimensin, althugh their utputs are mainly functinal. This classificatin includes architecture and design, which integrate creative elements int wider prcesses, as well as subsectrs such as graphic design, fashin design r advertising. In 2006, the creative industries generated 3.3% f the EU GDP. Between 2000 and 2007, emplyment in the creative industries grew by an average f 3.5 % per annum, cmpared t 1 % in the verall EU-27 ecnmy. In 2008, 3.0 % f ttal EU emplyment was in creative industries (6.8 millin peple) 2. A subsequent study based n a wider definitin f the creative industries estimates that the cultural and creative sectrs (including sftware, database activities and n-line distributin f electrnic cntent) accunted fr 4.5% f ttal EU GDP in 2008 and sme 3.8% f the wrkfrce. 3 The creative industries have als shwn t be mre resilient f ther mre traditinal sectrs t the ecnmic crisis. In 2008, when it was registered a 12% drp in the glbal trade, trade f creative gds and services has been increasing up t 592 b by 14% per year in As the Cnclusins n "Creating an Innvative Eurpe (May 2010) 5 already pinted ut, nn-technlgical innvatin, including design, innvatin in services as well as culture-based creativity, is an imprtant tl fr cmpetitiveness, grwth and quality f life fr citizens. The Cmmissin recently prpsed 6 the strategic use a wide range f specific and generic financial schemes t prmte the cultural and creative sectrs fr the generatin f grwth and jbs in the EU. Pssible tls include Hrizn 2020, the 80 billin eur research and innvatin funding prgramme prpsed by the Cmmissin fr the perid It has been estimated that sme 70 percent f all technical innvatins hinge directly r indirectly n the prperties f the materials they use and this percentage is expected t increase during the decades ,8. Material research plays an imprtant rle in the creative industries because the key f the success f a new prduct is increasingly linked t the materials used. In the cntext f strengthening the EU s glbal psitin in innvatin and technlgy and respnd t the ecnmic crisis, it is necessary t add value t prducts and prcesses via new functinalities, embedded service and sustainability. 1 Cmmissin Green Paper Unlcking the ptential f cultural and creative industries (April 2010), 2 Eurpean Cmpetiveness Reprt 2010, 3 Building a Digital Ecnmy: The Imprtance f Saving Jbs in the EU s Creative Industries, March TERA Cnsultants Die Hightech-Strategie für Deutschland Erster Frtschrittsbericht (2007), Bundesministerium für Bildung und Frschung (Hrsg.), (2012) 4

7 Recgnising the cmpetitive advantage that creativity and cultural inputs bring t Eurpean industries, a wrkshp n new materials fr the creative industries was rganised in and calls fr cllabrative research fr prpsals have been published in 2011 and A ttal f 6 prjects have cnsequently been funded. These prjects include research, innvatin and netwrking and are based n upstream cllabratin between prduct designers, material scientists and engineers t identify bth the market pull and the creative ptential f new materials and technlgically advanced systems

8 Bridging the gap between material innvatin and the creative cmmunities: a new cnsultatin In the 2010 wrkshp New materials fr the creative industries, the bjective was t identify pssible pririties in the field f research in materials fr the creative industry with realistic ptential fr industrial develpment and t gather ideas n hw t prgress n the successful design f materials with imprved perfrmance. A pivtal questin emerged: hw can we fster synergies and cllabratins between material scientists and engineers and the creative industries fr the generatin f grwth and jbs in the EU? T answer this questin, a new rund table meeting has been rganised by the Eurpean Cmmissin (DG Research and Innvatin, Unit Materials) n Octber 5 th 2012 in Brussels. The aim f the meeting was t hld an pen discussin n the fllwing specific pints: 1. Can we identify "creative industries" that benefit frm innvatin materials? 2. Are there needs fr materials research and innvatin in cmmn acrss different sectrs? 3. Hw can we bring supprt t these needs via Eurpean Research and Innvatin funding schemes? In line with the definitin f creative industries given in the Green Paper 1, representatives f creative industries linked t the Eurpean materials and manufacturing industries have been invited, e.g. architecture, art, crafts, supprts fr cultural items, decratin, fashin, furniture, lighting, interir design materials and prducts, jewels, luxury, media supprts, publishing, sprt and tys, amngst thers, but nt including e.g. advertising, films, music, perfrming arts, televisin, radi and videgames. The meeting was pened by Renz Tmellini (Head f Unit Materials, DG Research and Innvatin), fllwed by Drta Nigge (Unit Culture plicy, diversity and intercultural dialgue, DG Culture and Educatin). The keynte speech was given by Eva Olde Mnnikhf (Eurpean Creative Industries Alliance) that illustrated the scpe and current activities f the Eurpean plicy platfrm and started the rund table discussin n the abve pints. In ttal, 21 experts participated t the discussin and 3 sent their cntributins in writing. This final reprt has been subscribed by all. A full list f participants and agenda can be fund in the Annexes. 6

9 Rund table discussin and recmmendatins 1. Can we identify "creative industries" that benefit frm innvatin in materials? The participants agree that virtually all industries can benefit frm creativity and innvatin in materials. A creative apprach in cnceiving, develping, prducing, using and recycling materials can be effective in strengthening the cmpetiveness and success f all Eurpean industries, particularly f industries where technlgical advances are explited in a creative way t increase the perceived value f a prduct r service (e.g. architecture, art, crafts, supprts fr cultural items, decratin, fashin, furniture, lighting, interir design materials and prducts, jewels, luxury, media supprts, publishing, sprt and tys). There are several wrking definitins f creative industries and hw these may be distinguished frm the cultural industries. Fr the purpse f this discussin, the participants agreed t use the Green paper definitin 1, but fcused n tangible prducts and materials. All industries may be cnsidered where the utcme f creativity is a prduct that can be manufactured, bth mass-prduced r as niche prduct. A clser cllabratin between the creative industries and the material cmmunity has been called fr and the fllwing benefits have been highlighted: generatin f creative slutins and new functinalities in a nn-traditinal way thus adding value t existing Eurpean prducts and allwing the develpment f cmpletely new (and ften unfreseen) prducts with strng cmpetitive advantages; bsted cmmunicatin alng the value chain fr new prduct develpment and increased ptential fr innvatins in materials by reducing the gaps between the material develpers, the designers and creative cmmunities and the prducers f prducts and services; new business mdels where design is integrated in the value chain and all actrs capable f adding value t prducts and prcesses are cnsidered upstream in material develpment. 2. Are there needs fr materials research and innvatin in cmmn acrss different sectrs? The participants agree that there are cmmn needs fr materials research and innvatin acrss different creative sectrs, ntably a strnger supprt fr research and a framewrk fr mre effective and mre upstream cllabratin. Varius pints mentined during the rund table were f relevance, especially the fllwing: There is a need fr creativity-driven (e.g. design-driven) innvatin. T achieve this, it is crucial t bring peple frm different creative and technlgical backgrunds tgether n equal fting and t find a cmmn language. When new materials, prducts and prductin prcesses are cnceived tgether, the industrial take-up time as well as time t market is minimised. Prducts are here intended as prduct + services realities. 7

10 It is necessary t add functinalities t materials in rder t increase the added value f the prducts+services. This will enhance the cmpetitiveness and als make it mre difficult t cpy a prduct. Amng the pssible functinalities: practical prperties (antibacterial, anti-slipping, anticrrsin, waterprf,...), emtinal effects (enhanced sensatins), reactivity, smart energy management. Values are als transmitted by materials. The chice and use f materials cmmunicate a message and cntribute in shaping the image f a persn, cmpany and brand. Fr instance, using waste r prcess by-prducts t prduce new materials and prducts r adpting bi-mimetic appraches. Facilitating the transfer f materials acrss sectrs and creative slutins fr cmbinatins f materials and multi-material prducts wuld enhance innvatin. Technlgical r creative slutins t sustainability f materials and t the manufacturing prblems that this transfer may bring need t be ptimised. Life cycles f prducts stemming frm the creative industries are ften shrter. This fast changing pace requires dynamism and accelerated innvatin, including a new apprach t standardisatin f Prduct Categry Rules (PCR). Intellectual prperty needs shuld be cnsidered, depending n hw clse t the market are the players. The lack f knwledge n hw t prtect (r nt prtect) intellectual prperty in a fast changing wrld (especially in SMEs) shuld be prperly addressed. New business mdels shuld be investigated and develped. There is a need fr mre disseminatin f research results. Results shuld be gathered and cmmunicated in final user-riented arenas, like fairs, exhibitins, cnferences and ther business events (r even retail envirnments), nt nly in scientific publicatins. Increase access t unused knwledge, by increasing cmmunicatin between actrs alng the value chain, and facilitate access t finance. Intellectual prpriety prtectin may be an issue, and the prblem may be vercme by new ways t capitalising n knwledge (shrter life cycles, valrisatin days, pen drs events, fairs). There is a need fr mre incubatrs and fab labs 10 t ensure a relevant transfer f technlgy integrated frm materials in labratries t industries. It is necessary t have mre manufacturing start-ups and flexible established industries, and reduce the new prductin lines bttle-necks. Deal with the challenges f different prductin needs: effective management f up scaling prductin f creative new materials versus making small batches. Prf f cncept r demnstratrs are needed. Once again, the rle f trade fairs has been emphasised. Prmte sustainable and respnsible appraches t reduce cnsumptin and the principle f circular ecnmy f material. 10 Wikipedia: "A fab lab (fabricatin labratry) is a small-scale wrkshp ffering (persnal) digital fabricatin" 8

11 Recgnising the unique richness f the Eurpean cultural, industrial, artistic, humanistic, and financial ecsystem, the participants highlighted the ptential that Eurpe has t be a winner in internatinal cntexts ( things must happen in Eurpe ). 3. Hw can we bring supprt t these needs via Eurpean Research and Innvatin funding schemes? Participants expressed appreciatin fr the attentin given t the creative industries by the Eurpean Cmmissin (DG RTD, DG EAC, DG ENTR) and by the Eurpean Parliament (STOA). The recent calls fr prpsals and the prjects financed under the 7 th Framewrk Prgramme fr Research and Innvatin under Materials have been cmmented in psitive terms. The participants called fr a cntinuatin and reinfrcement f such supprt. Varius recmmendatins have been prpsed: Integrate design and technlgical research and innvatin. Supprt creativitydriven (e.g. design-driven) new prducts+ services. Develp and prmte platfrms that supprt material develpment and innvatin, invlving designers, scientists, end-users but als scietal stakehlders, anthrplgists etc. and allw capturing and, when pssible, making available unused knwledge and existing functinal materials transfer (lw hanging fruits). The idea f a material database at the EU level was mentined. Final user-riented mdel shuld be adpted and crss sectrial use f materials fully explited. Financial supprt: Cllabrative prjects with a strnger fcus n creative methdlgy and innvatin culture. The cllabratin between creative and material cmmunity shuld be n equal grunds and can be directed als t find slutins fr infrastructural challenges and real prblems fr sciety (nt nly high end prducts). Wide invlvement f suppliers, designers, researchers shuld be fstered. Prmte targeted actins that supprt Small and Medium-size Enterprises (SME) that are interested in expliting and develp prject t market, supprt in IPR issues and in sharing RTD csts t slve big cmmn prblems. Bth tp-dwn and bttm-up manufacturing appraches shuld be cnsidered. Develp mechanisms that ensure disseminatin f results after research prjects and develp mre effective measures fr cmmunicatin and explitatin plans. A strnger invlvement f the Eurpean Cmmissin in prmting and shwcasing Eurpean research was called fr. 9

12 Supprt rganisatin f and participatin in fairs, exhibitins, cnferences, brkerage and speed dating events acrss sectrs (architecture, textile, leather, furniture, design, prductin, etc..), awareness events, skybxes and ther effective venues f disseminatin, where materials scientists can meet user and market-inspired ideas and creativity and vice versa. Use structural funds t mainstream creativity in technlgical develpment, in the areas cncerned. Implementatin f accmpanying measures and tls, such as: Supprt clusters and fstering cmplementary netwrks. Fr example, funding schemes fr clustering alng the value chain. Inducement prizes t frm alliances between prduct designers and material develpers, targeting yung peple as a pririty. Dedicated measures t supprt the industrialisatin f the mre prmising slutins, including IPR prtectin and explitatin. New materials and nvel slutins shuld be integrated int innvative systems. Prttyping and pilt lines shuld be supprted. Special attentin t SMEs, which represent the large majrity f Eurpean creative enterprises. Vuchers fr SMEs have been mentined, but nt cnsidered sufficient per se. Measures t facilitate access t finance in this field. Measures t mbilise knwledge and t prmte the use f the designer as brker, the facilitatr f interface prcess between technlgy develpment and prductin. Training and develpment f creative skills. Multidisciplinary educatin in bth materials and prduct design. The Eurpean Advanced Materials Technlgy Platfrm EuMaT and PROsumer.NET, a crss-platfrm initiative f ETP s in the field f designbased cnsumer gds, will explre the apprpriateness f launching a permanent expert rundtable n materials fr the creative industries pen t all stakehlders and cncerned actrs. 10

13 Cnclusins In a glbalised and fast changing wrld, all industries can prfit frm bsting creativity and innvatin in materials. Ecnmic success and scietal benefits can be expected by bringing the creative and the material cmmunities clser tgether. The creatin f such nvel innvative ecsystems will have psitive spill-ver effects n the cmpetitiveness f Eurpean industry and generate jbs and ecnmic grwth. The participants f the rund table discussin called fr a cntinuatin and reinfrcement f material research and innvatin supprt. There shuld be an increased presence f materials suppliers, manufacturers and final users f the resulting prducts in technlgical research and innvatin prjects. Eurpean supprt shuld address all bttlenecks fund in creating new, better perfrming and sustainable prducts, amng which: knwledge gaps, IPR issues, access t finance, regulatins, and standards. Creativity-driven innvatin benefits frm richer human and prfessinal skills. Prjects and prizes, as well as dedicated events, have been identified as instruments that can spread awareness, stimulate new ideas and the cnceptin f new prducts, cnnect players alng the value chain, and speed up access t market. 11

14 Annex I. List f experts endrsing this reprt and addressing it t the Eurpean Cmmissin. Organisatin Eurpean Creative Industries Alliance EuMaT and Alliance 4 Materials Districts f Creativity Euratex COTANCE Internatinal Fur Trade Federatin. Eurpean Ceramic Industry Assciatin Architects' Cuncil f Eurpe Philips PlTexSprt Bartlett Schl UCL Cumulus German Design Cuncil Ceramic Technlgy Institute DanishDesigners Creativ wirtschaft Material Innvatin Institute Material Visin Frankfurt Messe Materials CnneXin MateriO Material and design Exchange University f Antwerp Innvawd Name Eva Olde Mnnikhf Marc Falzetti Carl Vuijlsteke Lutz Walter Gustav Gnzalez-Quijan Vazquez Mette Lykke Nielsen Astrid Vlckaert Sara van Rmpaey Simne Stavenuiter Pier Sandrni Steve Bunting Virginia Tassinari Lutz Dietzld Adriana Belda Steinar Valade-Amland Melina Schneider Giuseppe Visimberga Anja Diete Christian Tubit Karen Sprengers Stuart Prestn Filip De Weert Gus Verhaeghe 12

15 Annex II. Agenda f the rund table discussin. Materials Research and Innvatin in the Creative Industries Brussels 5 Octber :00 Welcme and registratin 10:30 Intrductin -- Renz Tmellini (Head f Unit Materials) 11:00 Keynte speech Eva Olde Mnnikhf (Eurpean Creative Industries Alliance) 11:30 Intrductin and discussin: Can we identify creative industries that benefit frm innvatin in materials?" 12:30 Lunch 13:30 Rund table discussin: Are there needs fr materials research and innvatin in cmmn acrss different sectrs? 14:15 Rund table discussin: Hw can we supprt these needs via Eurpean Research and Innvatin funding schemes? 15:00 Cncluding remarks 15:30 End f meeting 13

16 Annex III. List f participants t the rund table discussin. Organisatin Eurpean Creative Industries Alliance EuMaT and Alliance 4 Materials Districts f Creativity Euratex COTANCE Internatinal Fur Trade Federatin Eurpean Ceramic Industry Assciatin Architects' Cuncil f Eurpe Philips Bartlett Schl UCL Cumulus German Design Cuncil Ceramic Technlgy Institute DanishDesigners Creativ wirtschaft Material Visin Frankfurt Messe Materials CnneXin MateriO Material and design Exchange University f Antwerp Innvawd Eurpean Parlament (STOA) Eurpean Parlament (STOA) Eurpean Ecnmic and Scial Cmmittee Eurpean Cmmissin Eurpean Cmmissin Eurpean Cmmissin Name Eva Olde Mnnikhf Marc Falzetti Carl Vuijlsteke Lutz Walter Gustav Gnzalez-Quijan Vazquez Mette Lykke Nielsen Astrid Vlckaert Sara van Rmpaey Simne Stavenuiter Steve Bunting Virginia Tassinari Lutz Dietzld Adriana Belda Steinar Valade-Amland Melina Schneider Anja Diete Christian Tubit Karen Sprengers Stuart Prestn Filip De Weert Gus Verhaeghe Peter Ide-Kstic Nadezda Zivenk Elenra Di Niclantni Drta Nigge Renz Tmellini Lula Rss 14

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19 KI-NA EN-N In a glbalised and fast changing wrld, all industries can prfit frm bsting creativity and innvatin in materials. Ecnmic success and scietal benefits can be expected by bringing the creative and the material cmmunities clser tgether. The creatin f such nvel innvative ecsystems will have psitive spill-ver effects n the cmpetitiveness f Eurpean industry and generate jbs and ecnmic grwth. The participants f the rund table discussin called fr a cntinuatin and reinfrcement f material research and innvatin supprt. There shuld be an increased presence f materials suppliers, manufacturers and final users f the resulting prducts in technlgical research and innvatin prjects. Eurpean supprt shuld address all bttlenecks fund in creating new, better perfrming and sustainable prducts, amng which: knwledge gaps, IPR issues, access t finance, regulatins, and standards. Creativity-driven innvatin benefits frm richer human and prfessinal skills. Prjects and prizes, as well as dedicated events, have been identified as instruments that can spread awareness, stimulate new ideas and the cnceptin f new prducts, cnnect players alng the value chain, and speed up access t market. Studies and reprts di: /30054