TCI 2013 Brazil and macro-sporting events: opportunities for adding value through design
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Transcript of TCI 2013 Brazil and macro-sporting events: opportunities for adding value through design
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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
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04/12/2023
Kolding, TCI 2013
Brazil and Macro-sporting events: opportunities for adding value through design
Sponsors of research carried out:
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Obvious benefits of hosting a macro sporting event…
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Tourism Sports facilities
Infrastructure & Transportation
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… “significant” increase in the GDP…
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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
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…which will happen no matter what we do!
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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
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How to get it right?
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vs.
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The opportunities are broader
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Economic impact
Develop Excellence
through advanced demand
+
Improve Brazil’s image
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Excellence by serving the most advanced demand
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Accessibility ICT Infrastructure
Security measures
Health services & infrastructureGreen Goal Mobility
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A unique window to the world
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Carnaval
FootballTechnology
HealthSustainability
Creativity
Design
Fashion
Architecture
Hospitality
QualityInnovation
...
BiodiversityCulture
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What do you consider “design”?
DESIGN
Products
Services
Concepts
Graphic
Branding
Processes
Packaging
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Design needs to adapt to the needs of each business
DESIGN
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Focus on performanceNeed to integrate
Look for complete
experiences
A reflection of
lifestyles
fruto de inspiração criativa
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Opportunities to add value through design
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Co
nce
ptu
aliz
atio
n
& d
esi
gn Maximizing
impact
Inve
stm
ents
&
prep
arat
ion
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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
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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
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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
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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.
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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
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• 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
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- 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
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Media, entertainment and creativity
Urban Spaces
Design Tourism
Opportunities post-events Productive transformation
in Barcelona
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Key lessons
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Holistic approach
Planning and awareness
Brazil on the World Map!