1. EU Design and Innovation what next for design in Europe? Peter Dröll With special thanks to Christine Simon DG Enterprise Brussels, 29 March 2011 SEE Project Final Conference - Policy, Innovation and Design

2. WHY INNOVATION ?

3. Declining EU share of knowledge production Evolution of World R&D expenditure in real terms, PPS€ at 2000 prices and exchange rates, 1995-2008 EU-27 US Japan ROW 0 100 200 300 400 500 600 700 800 900 19951996199719981999200020012002200320042005200620072008 PPS€2000 (billions) Stagnating business R&D Average annual growth as % of GDP, EU-27, US, Japan, South Korea & China, 2000-2007 Globalisation of knowledge US

4. Globalisation of performance -

5. SO ? I 1/5

6. Strengthening the knowledge base Getting good ideas to market Maximising social and regional benefits Collaborating internationally INNOVATION UNION Pooling efforts for breakthroughs Design

7. WHY DESIGN ?

8. Capitalise on Europe’s creative potential Companies: shift from product design towards product-service system design Public sector: provide more efficient and desirable services.

9. European Design Innovation Initiative 1/2 Background: 2009 «Design as a driver of user-centred innovation» 91% of respondents: EU to take action Objective: develop a joint vision, priorities and actions across Europe to reinforce the role of design in innovation policy

10. European Design Leadership Board: - 15 members: industry, agencies, designers, higher education - advice on strategy Secretariat of Design Innovation Initiative: Prof. Eija Nieminen, Director of the Designium Innovation Centre at Aalto University Launch first actions: call for proposals summer 2011 (€ 3 million) European Design Innovation Initiative 2/2