A presentation on city transformation I delivered in 2012 at The Open Festival in Minsk.

1. Transforming a City through
Creative Industries
Process and Stories
Adriana Ursache
Open Festival, Minsk
June 14, 2012

2. Introduction
About me
ASOCIAȚIA INDUSTRII CREATIVE
2

5. Creative Industries
Definition and impact
ASOCIAȚIA INDUSTRII CREATIVE
5

6. What are Creative Industries?
“...those industries which have their origin in
individual creativity, skill and talent which
have a potential for job and wealth creation
through the generation and exploitation of
intellectual property”.
('Creative Industries Mapping Document', DCMS,
2001)
ASOCIAȚIA INDUSTRII CREATIVE
6

7. Creative
Industries

8. Knowledge economy
Creative economy
Creative industries
Cultural industries
Arts

9. Why Are Creative Industries Important?
UK
Romania
■ 7.3% of GDP in 2008
■ 3.55% of GDP in 2010
■ 2 mil. people employed
■ 130.000 people employed
■ 20 bln. EUR exports
■ 177 mln EUR exports
ASOCIAȚIA INDUSTRII CREATIVE
9

11. ASOCIAȚIA INDUSTRII CREATIVE
The
Creative
Class
11

12. Creative cities

13. Why transform
a city through
Creative
Industries?

14. City Transformation through
Creativity and Culture
Process Overview
ASOCIAȚIA INDUSTRII CREATIVE
14

15. It’s not
about
a formula!

16. What does
really matter?

17. Step 1.
Precipitate a
culture of crisis

18. “When faced with a crisis,
people do one of two things.
Either they ignore it and carry on,…
or they innovate their way out of trouble
and make a new future”.
—After the Crunch, CCI Skills 2009
ASOCIAȚIA INDUSTRII CREATIVE
18

19. Step 2.
Assembly a
task force

20. Step 3.
Audit creative
potential

21. Step 4.
Good practices

22. Step 5.
Evidence
Seoul DMC

23. Step 5.
Evidence
MediaCityUK

24. Step 6.
Influence the
city’s master
strategy

25. Step 7.
Pilot projects
Creative Coffee

26. Step 7.
Pilot projects
Creative Products
Workshop

27. Step 7.
Pilot projects
365x Iași

28. Experience #4
Taste the best Moldavian wines
at 600-year old wineries
(Cotnari, Bucium) or the newest
ones at Vișani (Gramma).

29. Experience #7
Go to the Cucuteni 5000
pottery fair to understand the
various cultures, including the
famous but increasingly rare
Cucuteni culture.

30. Experience #11
Immerse yourself among the
locals strolling in the Palas
park, to enjoy icecream or just
to relax after hardcore
shopping in the surrounding
venues.

31. Experience #14
Climb (or drive to) the Repedea
hill, preferably after sunset, to
watch the city lights slowly go
to sleep.

32. Experience #18
Sample one of the strangest
but yummiest local dishes,
“fudulii”—that is pork or bull
testicles.

33. Experience #21
Enjoy the iconic Palace of
Culture and other sights in one
of the organized walking tours.

34. Experience #25
Buy a theatre ticket to enjoy a
play at the recently renovated
National Theatre, the oldest
theatre in Romania.

35. Experience #29
Experience a serene and
relaxing orthodox chant at
Cetatuia Monastery watching
above the city from Cetatuia
Hill.

36. Step 8.
The story of
your city

37. Step 9.
Mobilise your city
ambassadors

38. Step 10.
Find your thing

39. 10
Find your
thing
9
Ambassadors
1
Crisis
culture
2
Task
force
3
Potential
audit
City
Transformation
through
Creative
Industries
8
Story
7
Pilot
projects
6
Master
strategy
4
Good
practices
5
Evidence

40. “Take the first step…
and the next will be
revealed.”
—Sir Ken Roberts

41. Thank You!
adriana@creativeindustries.ro
www.twitter.com/indcreative
ASOCIAȚIA INDUSTRII CREATIVE
41