1. UNIC Urban network for Innovation in Ceramics “The European network of the Ceramics Cities” Brussels, 20 th May 2010

2. UNIC: The framework Economic change affects industrial cities. Ongoing process of transition from heavy resource-intensive production to innovation- driven and high technology systems. This will remain a challenge in the years to come.

3. UNIC: The challenge Consists of nine European cities. Main challenge: to develop and foster policy responses. Strategies and action plans help cities to: identify paths from traditional to sustainable industry and preserving their heritage.

4. Why did you decide to join UNIC?

5. What is the “Urban added value” when dealing with innovation in ceramics?

6. What has been learned/achieved so far within UNIC?

7. UNIC Local Action Plan The case of Castellón (Spain) “Castellón, Capital of Innovation in Ceramics”

8. Ceramics main figures in Castellón

9. Main features of the Ceramics Industry in Castellón Competitive sector Quality and high technological approach Dynamic higher education system ceramics Industrial heritage in the urban space Innovation and design as main added values

10. Ceramics sector facing difficulties Context of crisis: financial difficulties Legislative obligations Change of the energetic model Comparative damage in competitiveness Need of a more favourable regulation

11. The LAP within the Local Strategic Plan 2009-2015 Most important sector in the region To get a strategic position at European Level Improvements in recent years (new markets, leading products position, efficient sales network, improvement in the production, etc.)

12. The main challenge of the Castellón LAP To coordinate and promote all actions heading for innovation related to ceramic materials, making a strategic centre of the city in the context of ceramic innovation and thus creating a quality reference possessing both practical sense and new technologies.

13. LAP-issue 1 Promoting Innovation European Centre for Innovation in Ceramics To create the European Centre for Innovation in Ceramics (CEIC) which will include the “Castellón LivingLab”, a show room where to exhibit the main innovations in ceramic and possibilities of application.

14. LAP-issue 2 Industry Strengthening Castellón as a CityLab The idea is that the city is transformed gradually in a huge sideboard in order to show the innovations developed by the Industry. This is what from a local point of view we can do to satisfy the aim of showing to everybody how ceramics can improve the quality of life of the citizens.

15. LAP-issue 3 Urban Integration Ceramics Innovation Awards “City of Castellón” Ceramics technicians International Conferences Ceramics Design Biennial Forum

16. LAP-issue 4 Cultural and Tourism Potential Ceramic Evolution guide & route Elaboration of a guide of the ceramics evolution in Castellón which gathers the ancient heritage ceramics, the last innovations in the industry, its urban applications and the production/decoration processes

17. LAP-issue 5 City Identity Castellón, Capital of Innovation in Ceramics Castellón City Council wishes to link its name to Innovation in Ceramics by means of a brand name. The idea is that worldwide people relate the name of “Castellón” to the vanguards of the ceramics in the urban space.

18. Engagement of the LSG Meetings to follow up the UNIC Preparation of the Conferences Participate in the LAP Participate in the conference in Castellón Information about the local media impact of the UNIC Introduce all the partner cities

19. Difficulties MA: difficulties in the negotiation Engagement of the LSG. Different efforts Definition of the budget and timetable in a context of crisis

20. Importance of the Approach for Europe Local Administration as the closest administration to the citizens To know how other cities are facing the challenges and solving its problems. Thematic networks, like UNIC in this case, are a good way to achieve it.

21. Lessons learned from UNIC CO-CO-CO Coordination… of the Castellón City Council Cooperation… among the stakeholders and partners Commitment… with the Ceramics

22. The future of the Ceramic sector: the contribution of Castellón to the UNIC “Search new uses, look for new markets” In short: INNOVATE

23. THANK YOU FOR YOUR ATTENTION Javier Moliner Gargallo Vice-Mayor of Castellón ………………………………………………. ANY QUESTIONS?