Design and technology – the new differentiator?
Tuesday 6 June 2006, @Bristol
Bristol Enterprise Network members joined with the West of England Design Forum at @Bristol on 6 June to hear three speakers, headlined by the Chairman of the Design Council, Sir George Cox, discuss what drives change in business. Is it technological innovation or design or a combination of both?
The UK has always led the world in scientific discoveries and technological breakthroughs, but rarely converted them into profitable businesses. Is a greater emphasis on design, (both creative and process-driven) the way to capture more of the value we create? Or will fundamental advances in technology always be the basis for future innovation?
Bristol City Council’s Sustainable Development event provided the setting for networking drinks in Explore @Bristol. Transferring to the WildWalk Foyer at @Bristol, the 95 delegates heard Chairman of the Design Council, Sir George Cox, introduce the debate by outlining the Cox Review which presents a blueprint for action around design and innovation in UK businesses.
Despite the success of the creative industries, there is evidence that UK business is not realising the full potential of applying creativity more widely. The Cox Review was commissioned to look at how best to enhance UK business productivity by drawing on our world-leading creative capabilities. The review sets out the steps that the Government and the business, broadcasting and education sectors should take to ensure that UK businesses harness the world-class creative talents that the UK possesses.
Professor Joe McGeehan, from the Centre for Communications Research at the University of Bristol, took the audience on a journey through the development of mobile communications technology, alleging that technology is never at the forefront of marketable innovation, but (visual) design is.
Jenny Body from Airbus UK had a different view. Using the example of the Airbus A380, which had had its first flypast in Bristol just a week previously, Jenny argued that technological advance, and not just visual design improvements, was essential to the development of an established commodity like an aircraft.
Rob Holdway, sustainable design expert and innovation from Giraffe Innovation Ltd, entertained the audience with his lively argument that the only way for innovative businesses to go is through sustainable design. His argument was illustrated ably by the presence of the WEEE man in the Millennium Square outside the venue. The WEEE man, designed by Paul Bonomini, is a huge robotic figure made of scrap electrical and electronic equipment. It weighs 3.3 tonnes and stands seven meters tall – representing the average amount of e-products every single one of us throws away over a lifetime. From 2007 manufactures & retailers will be responsible for recycling this waste under new EU legislation called the WEEE (Waste Electrical & Electronic Equipment) Directive. Businesses in all their innovative processes will need to design so that each component can be disassembled and recycled at the end of the product’s lifetime.
What people said
- Sir George Cox gave an interesting talk. Rob Holdway inspired us with his belief and ability to ask questions in a non-threatening way – he certainly gave food for thought and knew his subject. I was impressed with Prof Joe McGeehan’s positive outlook on UK industry and his attempts to get people to understand the importance of what we can and do design/invent.
- It opened my mind to the future of technology in the UK and gave me ideas of how I might like to take my career forward
- I thought Sir George was absolutely brilliant, I could have listened to him speak on the subject for hours! A real inspiring kind of guy who knows how to deliver a message and drive home the relevant points. Prof McGeehan was very interesting too and had some interesting quotes that rattled around in my head - overall I thought it was really good and took home some very interesting points.
- As a result it made (my colleague) think about loads of things ….. he’s going to redo something he’s been working on lately – he got inspired and wanted to make some changes, which is great!
- The venue was excellent, the exhibitors were well selected and I was particularly impressed with Rob Holdway and his very obvious passion for what he does.
- The most valuable aspect of the event was that it focused on the future and how small businesses need to drive the way forward.
