Brazil and Macro-sporting events: opportunities for adding value through designInes Sagrario

Breakout Session: Use of design principles to drive innovation in clusters

5 September 2013

04/12/2023

Kolding, TCI 2013

Brazil and Macro-sporting events: opportunities for adding value through design

Sponsors of research carried out:

Obvious benefits of hosting a macro sporting event…

3

Tourism Sports facilities

Infrastructure & Transportation

… “significant” increase in the GDP…

4

Sources: Competitiveness based on:Ernst & Young – Brasil Sustentável Copa 2014Estudo de Impactos Socioeconômicos Potenciais da Realização dos Jogos Olímpicos na Cidade do Rio de Janeiro em 2016 Value Partners: Impactos econômicos da realização da Copa 2014 no BrasilPortal Transparência

53,4 Civil construction & Infrastructure

Security

Fashion

Tourism

5,3

IT

6,50,82

Media & communications

Interiors & Fittings

Equipments

Health

TransportationTotal = R$ 86 Billion = US$ 36 Billion

6,8

2,5

0,69

0,1

0,6

0,6

…which will happen no matter what we do!

5

Barcelona 92Δ GDP – 4 years earlier: 5,30%Δ GDP – 4 years later: 2,42%

Sydney 2000Δ GDP – 4 years earlier: 4,28%Δ GDP – 4 years later: 3,76%

Korea 2002Δ GDP – 4 years earlier: -5,71%Δ GDP – 4 years later: 5,18%

Japan2002Δ GDP – 4 years earlier: -2,05%Δ GDP – 4 years later: 2,04%

Germany 2006Δ GDP – 4 years earlier: 0,02%Δ GDP – 4 years later: 3,50%

Athens 2004Δ GDP – 4 years earlier: 4,48%Δ GDP – 4 years later: 1,02%

Source: Infográfico IG Economia – FMI e Banco Mundial

How to get it right?

6

vs.

The opportunities are broader

7

Economic impact

Develop Excellence

through advanced demand

+

Improve Brazil’s image

Excellence by serving the most advanced demand

8

Accessibility ICT Infrastructure

Security measures

Health services & infrastructureGreen Goal Mobility

A unique window to the world

99

Carnaval

FootballTechnology

HealthSustainability

Creativity

Design

Fashion

Architecture

Hospitality

QualityInnovation

...

BiodiversityCulture

10

What do you consider “design”?

DESIGN

Products

Services

Concepts

Graphic

Branding

Processes

Packaging

11

Design needs to adapt to the needs of each business

DESIGN

11

Focus on performanceNeed to integrate

Look for complete

experiences

A reflection of

lifestyles

fruto de inspiração criativa

Opportunities to add value through design

12

Co

nce

ptu

aliz

atio

n

& d

esi

gn Maximizing

impact

Inve

stm

ents

&

prep

arat

ion

Opportunities to add value through design

Facilities & infrastructure

Reusable construction

Hotels & other lodging

Urban spaces

Event & Facility management

Management of Experiences

Management of Urban Spaces & Public Services

Maximization & versatility of infrastructure and facilities

Reuse modular structures

Consolidation of Tourism

Improve Urban Quality of Life

Pre-events Post-events

Management of Communities

During events

Facilities & InfrastructureLook & Feel of

Facilities

- Preparation of the “Look & Feel” of all sports facilities by local designers

- Focus on TV format: 3.5 billion viewers

- L&F in other concentration areas in the city

- Corporate image & coherence

Famous architects (Isozaki, Foster... )+

Coordinated by a small team of architects from the local government

Company hired to provide a complete solution

Hotels & other lodging Furniture: contract

Design

Prototyping

Quality control

Procuring

Shipping

WarehousingDelivery

Installation

Maintenance

Retrieval

Disposal

+ 1 million items for the Olympic Village

Urban SpacesAccessibility in

London

Complete accessibility is vital- To sports facilities and accesses - On the public transportation- At the main tourist attractions- And other leisure activities

And requires a carefully planned design and adapted to the different physical handicaps.

Urban SpacesUrban Development in

Barcelona

Implementation of the Integrated Urban Development Plan went

from 20 years to 4!

Key success factors:

- A good team of architects in the city hall

- Public tenders required local design and production

- Integrate the different neighbourhoods between the key parts of the city

• 431 million visits (London2012.com)• 109 million unique visitors

(London2012.com)• 12 million mobile videos (BBC)• 102 million live streams (BBC)

• 150 million twits• 1.9 million downloads of their App

BBC Sports online: • one page per athlete, country, sport and arena

• 2.500 hours of coverage • > 24 HD live streams (“red button”)

• All available multi-format (computer, mobile, tablet, etc.)

Management of Experiences

"Never miss a moment"

BBC Sports online

- Polyclinics set up next to the ski runs and a mobile health unit with 12 beds and operating room

- Images are shared through internet to get second opinion from other experts

- For athletes this allowed for a quicker return to the competition

- The unit was acquired by the government of British Columbia after the games

Management of Spaces & Public Services iços PúblicosHealth & IT solution

20

Media, entertainment and creativity

Urban Spaces

Design Tourism

Opportunities post-events Productive transformation

in Barcelona

Key lessons

21

Holistic approach

Planning and awareness

Brazil on the World Map!

Thank you!

Ines Sagrarioines.sagrario@competitiveness.com

+34 626163032 +55 11

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