Milan Multipliers – Lessons for the Midlands
For the first time Birmingham had a presence at the world-renowned Milan Design Expo, with Milan this year also hosting the Universal Expo 2015.
Through Birmingham City Council contacts BMM15 was able to exhibit its Capsule Expo, designed by students from BCU’s School of Fashion, Textiles and 3D Design, and hold its two-days of workshops, 3rd and 4th June, in the heart of Milan’s most prestigious retail area at Galleria Vittorio Emanuele II near the Duomo di Milano. The visit included a trip to the world-famous Alessi factory, meeting Alberto Alessi himself, to M&Z, a local tap manufacturer, and enjoying presentations from John Mathers, CEO, Design Council, Enterprise Europe Network, UKTI, the British Consulate General and Politecnico di Milano, amongst others.
Councillor Tahir Ali, Cabinet Member for Economic Development , Birmingham City Council, joined the delegation stating with enthusiasm, “Birmingham needs an Expo” and setting out some immediate steps for the key partners.
A string of new introductions was established with Milan Council’s Director of economic development, innovation, university and Smart City, Renato Galliano, involved in their newly established Metropolitan authority (something similar to a Combined Authority bringing together the different municipalities around Milan), highlighting the critical leadership role of the city council in developing entrepreneurship and collaboration between partners and in promoting the city’s reputation for fashion and design.http://www.cittametropolitana.mi.it/articoli/economia/files/GALLIANO.pdf
“Economic development for us is fused with fashion and design because we consider this a cultural asset and whilst the wider economy is driven at a national level, fashion and design are driven by the city,” said Renato Galliano, stressing the primary importance of Milan and Lombardy to the Italian economy.
“We are looking to double our tourist numbers this year as a result of hosting the Universal Expo,” he said, noting that last year 6m tourists visited the city, with official figures suggesting 15m tickets had been sold for this year’s expo.
“The City has very important and prestigious schools of Fashion and Design within its university base. Politecnico di Milano’s Departimento di Design is known internationally for its strengths in this area. Our City hosts European Design Network Institute (Istituto Europeo di Design), the Milan Fashion Institute and the Institute of Design Milan.”
“We reach 200k students a year and offer a range of services to them including housing and fiscal services. We host fashion and design weeks to assist in their career development. We have identified core arts for our city and we are involved in a European project with 8 countries to profile and develop performance, visual arts and heritage.”
To support the growth of their cultural assets they facilitate and support business start-ups because in this area many businesses are small and highly dynamic with 43% of them having under 5 employees and only 25% of people employed in larger businesses. “Because of this factor our ‘Network of Partnerships’ is very important,” emphasised Renato Galliano.
“Each company acting alone does not have the power to produce and enter into national and international markets on its own. But working together they can make progress that would otherwise not be possible.”
Milan Fashion Week attracts over 2000 journalists to the city, over 15,000 buyers and they have seen +5.4% growth in turnover between 2013 and 2014.
Their Design Week consists of two different events attracting over 350,000 visitors, with both producing their own design week figures as a means of measuring growth and improvement as well as outcomes for the city –
1) A formal Design Week – which is held close the old Expo area and is managed by the Salone di Mobile as a fair for professionals in this area (http://salonemilano.it/it-it/) ;
2) A less formal Week of activities, ‘Fuori Salone’ hosted in 12 different venues across the city.
Each district in the city organises itself for special events and activities during the Expo. In each area there is local association promoting the area and managing the space. “This started in Tortona in South Milan where the Armani Museum is located focussing on fashion and design,” added Galliano.
Building an ecosystem
“We have developed an approach building on social inclusion and which promotes and enhances areas where start-ups can be located using PPPs (public private partnerships). Public calls have been used in creativity and fashion to develop a specialist network of incubators across the city.
“At university of Bocconi a ‘Speed me up’ programme is hosted http://www.speedmiup.it/chi-siamo/universita-bocconi/ focussing on management and financial aspects of business expertise.
An incubator belonging to the municipality of Milan focussing on social innovation together with a Cultural and Creative Industries hub located at OCA in Tortona had been set up and a new Fab Lab maker space was being developed with incubators linking into schools helping students with start-ups.
Start-up activity funding from the municipality had led to ‘Orange Fibre’ a project using orange peel to develop new textiles and fabrics which had recently gained a UN Award.
Milan had 32 co-working locations across the city and was working with all shareholders at municipality level to develop a ‘sharing culture’ by showing what was ‘in it’ for each and all partners involved.
“The key for our city has been to develop a connected and linked up city system, rather than ‘lots of different activities’. A Palimpsest is produced listing all fashion, art and design events. Any subsequent events are added to this. It is a living reference document for all partners,” concluded Renato Galliano.