Born to be Creative.
Born to be Creative.
Brasília - A city that breathes design.
Brasília is Brazil’s capital, a city planned to grow in the heart of the country. This was a strategy to expand the population to the countryside and to interconnect the regions of this huge country. The work was entirely coordinated by urban planner Lúcio Costa, the architect Oscar Niemeyer and architect and landscape designer Burle Marx. The city came to be in 1960, bringing innovation and design in its DNA and being only 27 years old, it was declared by UNESCO as a World Heritage Site.
Brasília has 2,570,160 inhabitants and an area of 779,999 km². The capital of Brazil is a significant economic center, the third wealthiest city in the country and receives about one million visitors per year.
The city has design courses that are reference in Brazil and offers the first cinema course in the country. Brasília has artworks and sculptures by internationally known artists, such as Athos Bulcão and Marianne Peretti, which comprise urban spaces adding value to the patrimony of architectural design. The city brings together the main representations of international organizations, civil society entities and trade associations - there are 134 embassies and more than 100 international institutions.
The city consists of a population coming from various parts of the country and was built with great cultural wealth. The Design, which in its origin refers to the idea of plan, purpose, intent towards the configuration, arrangement or structure of a product or service, causes the tangible and the intangible to coexist in the design. Perceived until recently as a parallel bilateral occupation (the graphic and product design), the perception that the Design is transversal and passes through the social, economic and sustainable contexts, consolidating its role as a growth vector is amplified. Brasília is today also facing regular challenges of large cities, and the complex task of preserving its rich cultural heritage in a living city that breathes and moves among the entire singular outline. In recent years, the city arranged its legislation towards the culture area, elaborating the “LOC” [Organic Law of Culture] with a broad popular participation and establishing legal and judicial instruments and programs of incentive and promotion - many of them currently ongoing on the Legislative Chamber, and part already in progress - highlighting the creative economy as a fundamental part in the development and consolidation of the culture in all its diversity. The result of this movement is already starting to become real, and it will be really visible in the following years. The expansion of the labor market through new areas and services brought by the creative economy will be able to provide opportunities, also involving the surroundings of the city in this process, the so-called Região Integrada do Distrito Federal e Entorno [Integrated Region of the Federal District and Surroundings] (RIDE). Thus, the full force of the city - architectonic, civic, cultural, aesthetic - must be the engine of transformation and promoting of a more sustainable and inclusive development.
Brasília’s economy comprises 93% of the services, 6.3% of the industry and 0.4% of the agriculture. According to data from the Agenda of Creative Economy of the Federal District, there are now 19,701 creative professionals registered, they occupy about 1.5% of the jobs. Of this total, the media concentrates 10.067 formal jobs (40% of the jobs, creative sectors, with a concentration in the radio, television and cinema segments). The research and development sector concentrates approximately 5,680 jobs. Visual arts and patrimony have a total of 388 job posts, with high informality characteristics. Brasília is the fifth federation unit with the greater participation of workers in the creative areas in relation to the total number of formal jobs and the second largest remuneration of creative professionals in the country. In accordance with Fecomércio-DF, over 22 thousand people move the creative economy in Brasilia
Pictures: Experimente Brasília, Natural de Brasília.
CREATIVE OPTION | JUSTIFICATION
Understood as an attribute of fundamental importance in the contemporary society, the creativity, through its transversality, establishes new territories. The Creative Economy and the concepts that decline from there - Creative Cities, Creative Industries and the Creative Class, from the end of the 20th century - populate the first decade of the 21st century. Mobilizing first theoreticians - from Howkins to Florida - and later government spheres - the concept of Creative Economy increasingly consolidates huge potential in its natural habitat, the city.
The considerable number of activities which houses, according to UNCTAD¹ (2010), passes through areas such as patrimony, arts, media and, among others, design.
The design area, which in its origin, refers to the idea of plan, purpose, intent towards the configuration, arrangement or structure of a product or service, causes the tangible and the intangible to coexist in the design.
Perceived until recently, as a craft that is divided between graphic, the product and a little more, today the perception that the design is transversal and permeates the social, economic and sustainable context is amplified, raising the awareness of its growth vector vocation.
This asset, of fundamental importance in the contemporary society, which brings together the creativity and innovation, providing competitiveness to the product, is also the one that must take into account the social, environmental and inclusive issues, and its purpose focuses on the user, making the process large and transversal.
The vision of totality (the user, the context, the constraints, among others) combined with the systematization of the processes makes the design an effective way of solving problems in several areas.
The systemic thinking in the development of processes and the optimization of procedures begin, substantially, to provide the extent that the design allows and induces. In face of this transversality, the design today is defined by ICSID - International Council of Societies of Industrial Design - as a: creative activity which purpose is to establish the multifaceted qualities of objects, processes, services and their systems, including all its life cycle. Therefore, design is the central factor of the innovative humanization technologies and the crucial factor for the economic and cultural exchange.
When the design inserts the user in the main position of the process, considering the socio-economic contexts, the new habits and, above all, the needs arising therefrom, the search for solutions is to adequately respond to the new challenges.
The importance in the use of materials and sustainable processes is highlighted, which makes the designer an essential actor in the search of procedures that are environmentally responsible.
It is in this wide and horizontal context that this present proposal, among the many productive possibilities that Brasília has, elects the design as a creative option for the candidacy for the Network of Creative Cities.
Picture: Experimente Brasília
We are design
We are design
BRASILIA | CREATIVE CITY
The design in Brasília is not only present in the urban and architectural project, but in the transverse mode, in the sense of possibility of co-creating solutions to various dilemmas and challenges.
The city today is a reference in the creative economy, with more than 22,000 people working in the area. The sector represents 3.7% of the wealth produced on site - $6.2 billion annually.
With a wide structure of equipment and cultural spaces, dozens of museums, spaces for research and construction of knowledge, diverse cultural production and initiatives such as the Plan of Creative Tourism and the Creative Territory, Brasília has, entering to the Network of Creative Cities, the opportunity to leverage public policies, programs and actions that were generated in the recent years, impacting actors who are now fully mobilized and putting the creative economy as one of its pillars, stimulating a more balanced distribution of the cultural and financial assets and resources in its surroundings, valuing the territorialities.
Formed by people from all over the country, Brasília has the pulse of the cultural wealth, at the same time that saw the uneven development in the vicinity towards the Pilot Plan. The Programa Cidade, Cidadão, Cidadania, proposed to the Federal District in the period of 2016-2019, focusing on the mantra We Are All Brasília, a vision of sustainable and integrated development, with ambition to consolidate Brasília as a capital of culture from Brazil and the world to strengthen local vocations, decentralize and diversify the economy and boost the innovation. In addition to the challenges common to the big cities, Brasília has the task to preserving the cultural patrimony. The consideration should not be a barrier, but an opportunity for the development. The Creative Tourism Plan, collectively constructed in 2016, and the Organic Law of Culture, establishing legal instruments, incentive programs and funding agencies that are important in this path. The expansion of the labor market through new areas and services of the creative economy will bring opportunities to engage the full force of the power of design and will co-create solutions for the city, as the engine of transformation and the promotion of sustainable and inclusive development.
The plan proposed by Brasília promotes the appreciation of cultural diversity in its territory; the promotion of design in a transverse mode and the reading as a transforming potential of realities; the exchange of experiences and good practices with members of the Network of Creative Cities; the establishment of permanent communication channels with the sectors involved in the proposal; the construction and provision of knowledge generated in this journey; the academic and scientific exchanges; the prototype of social technologies adequate to the territories; the generation of opportunities and stimulating the development of new areas, permanently boosting the innovation.