February 2025 | Bulletin num.174 |
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Between crafts and design at the Madrid Design FestivalFairs and events are of great importance for Public Administrations, as they allow us to interact directly with the users of the services provided to citizens and learn first-hand what their concerns or most pressing needs are. In February, we had the opportunity to organize, together with the Escuela de Organización Industrial (EOI) and within the framework of the Fernández Nóvoa Chair of Innovation and Industrial Property, a conference at the eighth edition of the Madrid Design Festival, one of the most important events on design. One of the topics we discussed was craftsmanship. The new European Union (EU) regulation of this sector will provide protection to artisanal and industrial products through geographical indications, in a similar way as designations of origin already do with wines or agri-food products such as cheese. Artisanal products are worthy of such protection, as they are part of Europe's cultural heritage and are the result of the transmission of tradition and know-how between generations. “Craftsmanship has drifted towards art and manufactured products acquire a great value beyond their usefulness,” said Silvia Martín, responsible of Fundesarte. Craftsmanship, although linked to tradition, is a very transversal discipline and the professionals who are dedicated to it are perfectly capable of innovating. An example of this is the creative director of the Novo Diseño studio, Ana Bendicho, who, throughout her career, has managed to bring together artisans who work with all kinds of materials with professionals from other trades such as fashion, the performing arts or gastronomy. Crafts is a sector that not only provides work for artists, but can also be produced industrially and offer employment in large proportions to the populations where the handcrafted products are produced. This is well known in the Valencian Community, where the famous Manises Ceramics has been one of the flagships of the regional industry for generations.. Design was the other major theme. Design is closely linked to innovation, although it can and does draw inspiration from tradition. And if not, just ask the co-founders of Faldoneta, two designers from La Rioja who reinvent regional garments to make them more comfortable and functional, while maintaining their essence and respect for folklore. Nature is another great source of inspiration for design. At least, it is for Biotonomy, an architecture studio from Malaga that detected the difficulty that big cities have to accommodate green spaces and, consequently, has designed what they have called a ‘TreeHub’. It is a portable platform with integrated vegetation and, therefore, provides all the environmental benefits but also offers users all kinds of technological services, such as Internet connection and state-of-the-art screens where they can consult information about the city, for example. The participants in the conference were clear that protection through registration is also a “help to the commercial strategy of the company so that our designs remain unique and our customers continue to choose us for it,” as indicated from Aistec, a company responsible for providing acoustic solutions to its customers worldwide. In short, the Madrid Design Festival has been a great opportunity to show the public and design professionals the services that the SPTO offers them, but also to get feedback on their experiences and concerns, to exchange ideas and opinions, to enjoy and learn. Further information: https://madriddesignfestival.lafabrica.com/
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