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Brazil and Macro-sporting events: opportunities for adding value through design Ines Sagrario Breakout Session: Use of design principles to drive innovation in clusters 5 September 2013
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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!
