28 July – 8 August 2003
Design for the Chilean Wine Industry: Challenges and Opportunities
The strong growth of Chilean wine production and exports (above 3% of GDP) placed this sector among the most dynamic in the country during the past decade. Offshore sales increase and Chile positions itself as a prominent supplier. However, the increasingly competitive international marketplace demands that our domestic industry enhances its efforts and defines a clear, distinctive identity for our supply, which will enable us to consolidate our position in foreign markets.
In the face of this reality, and in recognizing the close relationship between this industry and the different applications of design, as well as its association with other sectors of economy, such as tourism and gastronomy, the main trade entities in the Chilean grape growing and wine making sector, national vineyards, related businesses, historians, businessmen, and conspicuous representatives of local and international design held an innovative cross-sectoral meeting for discussing the future of our industry that was without precedents in Chile or South America. The guiding approach was of design as a strategic development tool and an innovation driver for our international supply, as well as the integration of this instrument to the wine value chain.
This event, which took place from July 28 through August 8, 2003, was titled “Icsid Interdesign Chile 2003, Design for the Chilean Wine Industry: Challenges and Opportunities,” and was organized by Escuela de Diseño de DuocUC, the International Council of Societies of Industrial Design (Icsid), Asociación Chilena de Empresas de Diseño (QVID), and Colegio de Diseñadores Profesionales de Chile (CDP), in collaboration with Asociación de Viñas de Chile, Chile Vid, Wines of Chile, and ProChile; and with the support of Cristalerías de Chile, and Casablanca as Host Valley.
The international meeting was held at the San Carlos de Apoquindo site of DuocUC – located on Camino El Alba 12.881, Las Condes, Santiago- and featured an interesting schedule of conferences open to the community, workshops and seminars. One of the highlights was the visit of the reputed Austrian entrepreneur, Mr. Georg Riedel, an icon from the wineglass design industry. The specialized workshops dealt with two wide subject matters: “Wine, Design and Identity,” and “Wine, Design, and Production Processes.”
Carlos Hinrichsen, Director of School of Design DuocUC, stated:
“In this international workshop, for the first time ever, design and wine are brought together to enhance competitiveness in this important sector, and School of Design DuocUC (located in Santiago, Chile) has been a key agent in materializing this innovative experience that will meaningfully impact the future of the wine industry.”
Objective
The objective of this Interdesign is for design in the Wine Industry to be perceived, recognized and used as a strategic development tool. This will, in turn, increase the competitiveness of our country and position Chile as a leader in the Region, using Design as a means of channeling innovation in products and services.
Topics
The wine industry has experienced an accelerated growth and deep transformation in the last decade, from a traditional sector oriented to the domestic market, towards a dynamic, technological and oriented mainly to external markets sector. This process of change, associated with extensive demands of competitiveness in a global market environment, has allowed the integration of disciplines like Design, which can be a value increasing tool in relevant areas of application such as product quality, management, productivity and communication of companies.
Workshops
As an example of Design applied to Wine Value Chain we have chosen two development subjects for workshops in this INTERDESIGN, each divided one in three application areas:
Wine, Design, and Identity
The main objective of this workshop is the development of web pages, corporate images, advertising campaigns, magazines, road signs, posters, Etc., to highlight, through their design the importance of mass media in the development of wine industry.
Workshop: Tourism and Public Spaces
The adaptation of the entrances, signals, and tourist information, together with the design of showrooms and internal circulation and non-circulation spaces for visitors are some of the main objectives of this workshop, since their design make them key elements to reinforce the on-site experience in the tourists’ memory.
Workshop: Promotion, Sale and Consumption
The objective of this workshop is to show how design, applied to development of selling spots, containers, packaging, labels, glasses, consumption products, promotional materials, retail, Etc., are vital to present and enhance the quality of wine before the eyes of the consumers.
Wine, Design, and Production Processes
The main objective of this workshop is to show how the modern wine industry opens opportunities for designers, problem solvers within the facilities and in the different production stages (proposals of signals, layouts, equipment, machinery design appropriate for quality production.)
Workshop: Production Equipment
The main objective of this workshop is to show how the modern wine industry opens opportunities for designers, problem solvers within the facilities and in the different production stages (proposals of signals, layouts, equipment, machinery design appropriate for quality production.)
Workshop: Tools and Clothing
One of the objectives of this workshop is the development of specialized tools appropriate outfit for the working conditions, safety gear, ergonomic accessories, Etc., to optimize the job carried out in the harvesting and production stages.
Workshop: Transport and Storage
The main objective of this workshop is to develop solutions for export storage, packaging, secondary packaging, pallet, bins, barrel design, and also solutions for piping, transportation, fork lifts and all the machinery related to the movement of products in its intermediate and final stages to preserve the quality of the finished product.
Participants
Participants included professionals from various areas who were working and interacting with the Wine Industry. They were monitored and led by industry professionals and experienced Chilean and foreign designers. Participants were actors in the Wine Industry who had both knowledge and experience in the areas of conception, evaluation and development of new products and services for this important area of the Chilean economy. In Chile, wine growing is one of the most competitive industries, currently representing a bit more than 3% of the country’s GDP.
Host and Organising Institutions
Host institution:
Instituto Profesional DuocUC
Organizing Institutions:
- Escuela de Diseño, Instituto Profesional DuocUC
- Asociación Chilena de Empresas de Diseño QVID
- Colegio de Diseñadores Profesionales de Chile CDP
*All three are Icsid members