The Association of Designers of the Region ofValencia (ADCV) is a non-profit organisation thatwas founded in 1985 by industrial and graphicdesigners. It serves the professional interests ofits members, helps them enter the job market,publicises their activities in business andinstitutional media and promotes national andinternational networking with the design world.Its organisational structure includes a Board ofDirectors consisting of the members, a managerand two co-ordinators.

It currently comprises 260 members who aremostly professional designers in the fields ofgraphics and product design, with a smallerproportion of collaborators and industry-relatedcompanies.

Over the last few years, the ADCV has carriedout the following projects:

- Reissuing “El valor del diseño” (The value ofdesign), a reference book and manual forcompanies looking to hire designers.

- “BiAnuario” catalogues of design, showcasingthe best design work done among the Region ofValencia’s companies and local government.

- Website: www.adcv.com, the first website tobring Valencian design to the Internet and createa major design portal.

- Relations with business collectives and areas:participation in trade fairs, conferences andseminars.

- Collaboration with the Valencian Chamber ofCommerce: In recent years, ADCV members havedesigned the cover of this journal free of charge.

- Publication of the book “Casos de éxito”(Success stories) Vol. 1 and Vol. 2, publicisingdesign management and educating small andmedium businesses about it.

Valencia Disseny Week (VDW) is a major event,replete with design-related activities that arecarried out in Valencia over a few days to coincidewith the Feria Hábitat Valencia Trade Fair.

The Association of Designers of the Region ofValencia (ADCV) is organising Valencia DissenyWeek (VDW) for the third year running, with theaim of publicising all the events being hosted inthe city of Valencia. Its aim is to promote designculture to a wide range of target audiencesthrough various activities, whilst simultaneouslysupporting all those involved.

The successful turnout of visitors in previousyears backs the Valencian community’s socialand cultural interest in design. The aim of thisyear’s event is to strengthen this trend and ensureits growth year on year. The Association ofDesigners of the Region of Valencia (ADCV)motivates the different parties involved in VDWto continue working and to join forces to invigorateone of the key sectors for economy, society andbusiness competitiveness.

Valencia is a key city for a “Design Week” givenits long-standing tradition and know-how in theworld of design, its involvement in the businesssector and its industrial potential. And of course,design is a crucial business strategy that helpscompanies to be competitive in the internationalmarket. The aim of VDW is to promote this idea,bringing the business and design sectors closertogether.

During the design week, Valencia will becomeone of the leading international capitals for design,showcasing exhibitions, awards, showrooms,presentations, inaugurations, conferences, talks,workshops and more. Last year’s VDWencompassed over 60 activities.

The main objective of VDW is:To position Valencia as an international designcapital and make it a national reference point.

Other objectives of VDW:- Promoting Valencian design, as well aswelcoming national and international design.- Raising awareness and promoting designculture, bringing it closer to society.- Conveying to the business sector that designis an effective tool for industrial improvement andeconomic sustainability.- Ensuring media coverage of the event.

The organisation of VDW and the activitiescreated by the ADCV are funded by IMPIVA andare co-funded by the European RegionalDevelopment Fund.

The main idea is to convey to all types ofaudiences that Valencia is a Design Capitaland Reference point in design. Valenciais Innovation and Development.

Internationalising the talent and creativity ofcompanies and designers that participate in VDW.We want to increase people's trust in design bothin our country and beyond it. Design is after alla business tool that provides support andinnovative, creative and real solutions to bringabout improvements in the business sector.

We want to bring design closer to society,involving people in design culture in a direct andinteractive way.By increasing the promotion of the events we cancreate a powerful brand.

To ensure greater publicity, make visits easierand encourage the influx of visitors, the VDWexhibition map for the city of Valencia will bedivided into three areas. Every day, an openingevent will be hosted in each area with the aim ofpromoting the area and attracting all types ofaudiences.

The areas and opening days are asfollows:

CITY CENTRE AREA: Tuesday 20 SeptemberRUZAFA AREA: Wednesday 21 SeptemberCARMEN AREA: Thursday 22 September

The common goal of participants is to promotedesign to all types of audiences, and it is also anopportunity that neither students nor professionalsshould pass up.

ADCV Awards

The second ADCV Awards will be held to coincidewith Valencia Disseny Week. This initiative highlightsthe importance of work carried out by designers fromthe Valencia Region and rewards the excellence ofValencian design. The awarded projects and the bestwork carried out in the Valencia Region have beenincluded in a book entitled "BiAnuario", which ispublished every two years. This year, 20 awards willbe presented within three categories; Graphic Design,Industrial Design and New Media. The award ceremonyand the presentation of the BiAnuario will take placeon the first day of VDW, 19 September, in the OlympiaTheatre.

Trade fair stand

The Valencia Disseny Week (VDW) project, whichwas created by the ADCV, has been a success thanksto the fact that it runs in parallel to Feria HábitatValencia. By launching this project, the Designers’Association has made it possible to increase designservices in Valencia meaning that the Trade Fair issimilarly reinforced. VDW opens up the Trade Fair’sexhibition areas to the city. The contents created forVDW are not only commercial; there are also culturalcontents, which enrich the range of activities, attracta wider audience, boost activities and stimulate allthe sectors involved. The ADCV will be visible in FeriaHábitat Valencia thanks to its stand and will be activelyparticipating in the trade fair. There will be very relevantevents and activities for the business sector, as wellas quick meetings between international journalistsand the heads of design-related companies. Thequick meetings are an excellent way to promotecompanies and act as a direct channel to pressorganisations that create information and trends.

Meetings with studios

As we mentioned in the previous point, quick meetingswill be held between designers or the heads of designstudios and international journalists. The informationexchange between them is not only enriching on apersonal level; international media will echo Valenciandesign.

Creative Discussions withdesigners by Lladró

The Designers' Association of the Valencia Region(ADCV) and the artistic porcelain company Lladróhave jointly organised the "Discussions with designersby Lladró” on design and culture. It is a meeting pointto share new design-related proposals and trendsfrom renowned talents in different design disciplines,both from Valencia and the rest of Spain.

FEED

FEED, or the Second International Design Media andBloggers Meeting, will be one of the key activities forVDW 2011. The idea to invite the most influentialdigital press organisations in the world of design tocome and discover Valencian design, the city andVDW was a resounding success. Digital journalists(or bloggers) are increasingly powerful and influentialin terms of inspiring opinions. And the press werepreviously unaware of the Valencian Region’s designpotential. There is a full schedule with visits to designcompanies, quick meetings to exchange informationbetween designers and companies, attending theADCV award ceremony and attending the city’sexhibitions, which will make the FEED bloggersrediscover Valencia and its design. FEED also makesit possible to create a modern image and a brandimage for Valencia and thereby fulfils one of VDW'sobjectives.

Activities in the streets

People cannot find out about design if it is not madevisible to everyone. This logical maxim has beentranslated into making activities in the streets a keypriority to maximise VDW’s visibility. Last year, a gianttotem pole with the letters VDW caught the attentionof everyone’s gazes in the Plaza del Patriarca square,and this year we will be changing the location to amore effective site, the bustling: la Plaza de los Pinazosquare. To further ensure visibility for Valencian design,it would be perfect to carry out advertising in theentrance and exits to the city, such as on buses, trams,the underground, bus shelters, flags on lamp posts,etc. as one of the objectives of VDW is to bring designcloser to the general public, and we need to advertiseon the streets so that the city can positively breathein the atmosphere of this great international event.

Areas

As in previous years, Valencia Disseny Week is fedby designers who independently hold exhibitions andactivities during this week around the whole city. VDWis now into its third year and we are still working topromote and boost design all over the city.This year, we have decided to divide the city up intothree areas and create three routes with the aim ofensuring a greater influx of visitors and make it easierfor them to make their way around. Another initiativeput forward by the organisers of VDW this year is topropose a series of spaces and businesses on eachof the routes to all the designers who would like tocarry out an exhibition during the design week. Theidea behind this proposal is to make it easier fordesigners to participate.

VDW routes

Each of the areas will have its official opening on one dayof the week and routes will be created for them. Thismakes it easier for people to attend all the events, focusingthe attention on one place on a specific day of the week.The repercussion of having a larger group will impact onthe influx of the general public interested in each of theexhibitions.

The organisers of VDW proposes:City Centre Area, Route V: Tuesday 20 September.Ruzafa Area, Route D: Wednesday 21 September.El Carmen Area, Route W: Thursday 22 September.

Participation

The routes have been created to make it easier forvisitors to attend all the events, activities andexhibitions. The designers who wish to use one of thespaces proposed by the organisers will be outlinedon the corresponding route and day. The rest of thedesigners who wish to look for spaces independentlymay make use of these circuits, join the routes andopening dates of each area. The organisers of VDWwill support and promote all the events, whether ornot they are held in spaces suggested by them.

Exhibition Spaces

A committee has been set up aimed at organisingeach of the areas, and it undertakes to support andadvise both the exhibitors and all the businesses andspaces that are interested in participating. Saidcommittee will be responsible for proposing severalbusinesses in each of the areas to the designers. Saidbusinesses must meet the minimum requirements toorganise this type of event.

Participants act freely and the organisers will not beresponsible for their actions; the design professionalsmust make an agreement with the businesses to carryout the activity they are planning.

Businesses that are interested in participating willbenefit from the event given its high profile, associatingit with design and innovation-related activities. Theinflux of the general public will help to promote theirbusiness.

What can we offer?

A direct link with design and innovation.Direct contact with culture.Influx of general public and promoting your businessin a fun and different way.Boosts business.Boosts areas.Media advertising: Press, Radio, TV, internet, etc.High profile.Specific promotion and advertising for the routes.The brand will appear in every document related toVDW.Presence in the website created for the event.

What do businesses and spacescommit to?

- The establishment must be open from 19:00 until00:00 on the official opening day.- All the establishments have the chance to keep theexhibition up during the whole week.- The owners or managers must agree on the contentsof the exhibition with the designer or group ofdesigners.- Allow for signage at the entrance with an advertisingpanel that will be provided by the organisation.- Use of the business name in advertising.- Allow the organisers to take photographs and videosto broadcast in the media.- The conditions of extraordinary services such ascatering, drinks, cleaning, etc. and the duration ofthese, will be agreed upon with the designers.

C/ Pintor S

orolla

C/ P

oeta Querol

C/ La Paz

C/ del Mar

C/ C

omedias

PlazaSan VicenteFerrer

Plaza delPatriarca

PlazaAlfonso elMagnánimo

PlazaTetuán

Route VInauguration: Tuesday 20 September.Curated by: Odosdesign

The significance of this route lies in its traditional linkwith design. The streets that comprise this area arefilled with prestigious fashion, furniture and interiordesign brands. These companies are committed todesign, creativity and innovation on all levels. Theparticipation of business is important for ValenciaDisseny Week given their commitment to design andgiven that they are inspirational brands in every sense;they are an example to be followed and a source ofinspiration for many. The international nature of thesebusinesses strengthens and establishes theinternational commitment of Valencian design.

C/ Matías Perelló

C/ Centelles

C/ Cádiz

C/ Sueca

C/ Gran Vía Av/ Reino de Valencia

Route DInauguration: Wednesday 21 September.Curated by: Enblanc

The neighbourhood of Ruzafa is known for itsmultiracial nature and social diversity. Tolerantcohabitation can be positively felt on its streets. Theresult is a neighbourhood full of creativity, commitmentand tolerance. In recent years, many designers,architects and artists have decided to make this areaof Valencia their workplace. For VDW, it is importantto keep strengthening this cultural and creative nature,promoting new initiatives and committing to them.

PlazaMossenSorell

PlazaTosalC/ Quart

C/ Caballeros

C/ B

olsería

Plazade laReina

Plazade laVirgen

Route WInauguration: Thursday 22 September.Curated by: Instituto Atómico Creativo

The city’s historic centre is a reference point for allValencians. In the past few years, the area hasundergone a transformation that has resulted in anatmosphere that blends tradition with modernity; workand fun. Many designers have decided to set up theirstudios in the area’s tucked away streets. A specialatmosphere fills the air here and it is full of creativeand inspiring contrasts. VDW simply cannot bypassthe potential and atmosphere of this area. We wantto commit to an international Valencia, and what betterway to do it than from the heart of the city.

The idea is to use colour as a nexusbetween the different zones, hangingcanvases of different sizes in eacharea. The entrance to each zone willbe marked by a weft of pixelsimprinted on the pavement.

In Ruzafa the idea is to have ruledsurfaces narrowing the street andcreating a play of shadows.

In the City Centre there will be a densemesh of vertical fringes marking offthe public space.

In El Carmen there will be horizontalfringes creating planes of differentdepths.

Valencia Disseny Week (VDW) is amajor event that showcases thedesign-related activities taking placein Valencia. During the week, the cityis transformed into one of the leadinginternational design capitals, featuringan extensive range of exhibitions,awards, showrooms, presentations,conferences, talks, workshops andmore.

Another of the new features of thisyear’s event is the "Tendes-Design"project (”Shops’ Design”). The idea isto include the shopkeepers on CalleCirilo Amorós and adjacent streets inthe project, inviting the multitude ofvisitors to the city to experience theirproducts and allowing a collective thatuses design on a daily basis to sharethe city’s know-how with them.

calle Cirilo Amorós

calle Jorge Juan

calle Hernan C

ortés

Valencia Disseny Week corporatecarpeting at the main entrance/sto the store, in a size of 2.00 x 1.00metres.

Description of promotional elements:

Valencia Disseny Weektransparent corporate vinyl and/orclaim signage in cut vinyl in thestore window, if feasible.

Since its launch in 2009, the human team behindValencia Disseny Week, together with differentinstitutions, have made all this possible.

VDW 2011 has been devised by:

President of the ADCV:Nacho Gómez-Trenor

Director of VDW:Juan Benavente

Coordinated by:Asociación de Diseñadores de la ComunidadValenciana (ADCV)

Treasury and Technical Secretary:María Navarro (Manager of ADCV)

Sponsors:Nacho Gómez-Trenor (President of ADCV)

Image and art direction:Enblanc

Organising committee:Paula AloyJose ArandaAmelia ArroquiaJuan BenaventeLuis CalabuigClara del PortilloNacho Gómez-TrénorYolanda HerráizReyes MoraAurora NavarroMaría RoigRosalía SebastiánCarlos Velasco

Organised by:The Designers’ Association of the Valencia Region(ADCV)

Sponsors:IMPIVAIMPIVA DissenyConsellería de Industria,Comercio e Innovación.Regional Ministry of Industry, Commerce andInnovation.

Project co-funded by ERDF funds as part of the2007-2013 ERDF Operational Programme of theValencia Region.

VDW:Las NavesC/ de Juan Verdeguer, 1646024 –Valencia

Contact:www.valenciadissenyweek.comvdw@adcv.comTel. +34 963 510 028