Ashley Hall Senior Tutor ‐ Innova/on Design Engineering RCA Head of Experimental Design and Director of Research ashley.hall@rca.ac.uk  www.designcreate.info    www.rca.ac.uk 

Partner ‐ Diplomat design   ashley@diplomatdesign.com www.diplomatdesign.com 

GoGlobal: How can contemporary design collabora/on and  e‐commerce models grow the crea/ve industries  

in developing countries? 

Professor Tom Barker – Faculty of Design, Architecture & Building, University of Technology, Sydney 

Ashley Hall – Department of InnovaFon Design Engineering, Royal College of Art, London 

GoGlobal Programme aims 

•  Postgraduate internaFonal cross cultural collaboraFons between industry and academia 

•  Explore themes of integraFon of product innovaFon with producFon, policy, social and economic factors 

•  SelecFon of developed and developing countries allowing a comparaFve assessment of results  

GoGlobal 

2005      China      Product UrbanisaFon 2006 ‐7   Thailand    Massclusivity 2007    China       Post consumerism 2008     Japan       Future of Food 2009‐11  Africa       Design Enterprise 

Teaching models 

•  China 2005:      FicFonal corporaFon 

•  Thailand 2006:    CollaboraFve structure & concept swapping 

•  China 2007:     Socio cultural meta‐themes  

•  Japan 2008:    Cross cultural masterclass 

• Ghana 2009:   CraW‐themed cross cultural masterclass    

Marketplace Casino •  More: is the product offering more funcFonality or more quality than the compeFFon ? 

•  Be[er: is the product be[er than the compeFFon? 

•  Cheaper: is the product cheaper than the compeFFon ? 

•  Wow!: is the product very emoFonally desirable to the consumer? 

GoGlobal Ghana aims •  Findings of other GoGlobal projects (Thailand 2006) indicated  the model could be more ambiFous – design can bridge the policy to implementaFon gap 

•  Linking design (implementaFon) to Policy (UNDP‐ United NaFons Development Programme) 

•  Roll out a successful design enterprise programme to other African countries 

•  Sustainable wealth creaFon for developing economies  

GoGlobal Ghana Partnership Structure 

Education & Research

Production

E-commerce

Royal College Of Art London, UK 

University of Technology  Sydney, Australia 

London School Of Economics UK 

Network of over 1,000 craWsmen in Ghana 

Online presence, logisFcs, global distribuFon, secure payments 

Kwame Nkruma University of  Science & Technology Ghana 

Charity supplying recondiFoned tools to Ghana 

60 students, 10 days, 26 prototypes

GoGlobal Ghana products: Woven shoe, Ananse Vase, Flower Vase, Paawopaa collectable toy, Adinkra game, Calabash speaker and Water filter

30 IDE & 30 KNUST students in collaborative interdisciplinary design teams

GoGlobal Ghana Project Phases Phase 1 Interdisciplinary collaborative creative design studio Output- Prototypes Progress – Completed May 2009

Phase 2 Establish the e-commerce, supply & distribution process Progress – Structure agreed, implementation required

Phase 3 Establish Hub Location Progress – GoGlobal research Centre at KNUST agreed, Currently developing structure & funding routes

Conclusions & Future •  Design collabora/on + e‐commerce has poten/al to grow 

crea/ve industries in developing countries 

•  Innova/ve as it combines interdisciplinary design collabora/on and e‐commerce in a developing country 

•  Later research ques/on may be how to evolve the model into a sustainable commercial marketplace 

•  Post phase 3 ‐ dissemina/on and transferrability to other African countries 

The authors wish to acknowledge and thank the participating and supporting organisations for their enthusiastic support in GoGlobal Africa. All our academic participants at KNUST. Bridget Kyerematen-Darko, executive director of Aid to Artisans, and Professor Glenn Lewis for their wisdom and knowledge of Ghana and design, as well as the participating artisans. ShopAfrica53 / BSL for e-commerce aspects. Our long-term GoGlobal codeveloper: Garrick Jones (LSE). Advice and hosting of events: Edna Dos Santos and her colleagues at UNCTAD; the British Council in the UK and Accra, Ghana. Founding co-partners for GoGlobal research: RMIT University Melbourne, Australia. Background research information: Department of Trade and Industry, Accra, Ghana. Project funding: Engineering and Physical Science Research Council (EPSRC), UK. Project equipment: Tools for Self Reliance. Special independent researchers and tutors: Genna Wilkinson, Sally Haworth, Elisa Hudson, Nanice El Gammel.

QuesFons