This article was authored by Scott Robinson, Board Member for World Design Capital San Diego Tijuana 2024 and Founder of experience design and innovation firm FreshForm.
San Diego Tijuana’s designation as World Design Capital 2024 is more than an honour and much more than 366 days of design celebrations and events. It’s a call to action and a window of opportunity to ignite the power of design and shape a brighter, more sustainable, and equitable future for our unique binational region.
Our Creative Economy Is a Powerhouse
Our vibrant creative economy thrives because it’s symbiotic. It’s time to view San Diego and Tijuana as not interconnected hubs of creativity and innovation, not simply neighboring cities. Our cross-border collaboration creates a unique, dynamic environment where ideas flow freely, and our individual parts make the whole stronger.
Take the EXCHANGE Pavilion in Balboa Park: conceived and fabricated by Daniel Ruanova, an artist and designer living in Tijuana, while its design and installation was produced and overseen by Heleo Architecture and Design, a San Diego-based firm.
Creative industries like architecture, user experience design, product design, urban planning, and more contribute significantly to our local economy, generating 170,000 jobs and $10.8 billion in annual economic output in San Diego alone.
Think Global, Hire Local
To foster a truly impactful creative industry, the importance of nurturing local design talent cannot be overstated. In regions across the globe, from San Diego Tijuana to other urban centers, there is a wealth of skilled designers who bring both global perspectives and local insights to their work. These designers are intimately familiar with the cultural, environmental, and social contexts of their regions, ensuring that projects resonate on both local and global scales.
When global organizations seek to innovate, collaborating with local design professionals not only elevates the quality of their work but also strengthens the local economy. In the case of San Diego Tijuana, where creative industries are thriving, hiring local means tapping into a cross-border talent pool that understands the nuances of regional challenges while contributing to the global conversation on design.
Around the world, design firms—many of which are small, independent businesses—play a vital role in their economies. By hiring local talent, organizations can support small businesses, foster inclusive growth, and ensure that their projects reflect the diverse needs of the communities they serve. Whether it’s urban planning, digital design, architecture, or product development, local designers offer unique problem-solving expertise and cultural fluency that are crucial for meaningful impact.
For international organizations looking to leave a positive mark, partnering with regional design experts creates solutions that are culturally relevant and globally resonant, while empowering local economies and communities.
Design Is a Catalyst for Change
Design is being applied to our regional challenges, to improve quality of life and the human experience and to tackle such issues as sustainable urban development, cultural integration, and public health.
The Arroyo Alamar pollution prevention workshop, held in May during World Design Festival powered by Tijuana Design Week, is a great example of using design to produce community-driven, cross-border strategies for better waste management in the Tijuana River Estuary. In September, during World Design Experience powered by San Diego Design Week, a similar effort led by CannonDesign and Design 4 San Diego (D4SD) began applying design principles to produce healthier homeless shelters.
Go Beyond at the World Design Policy Conference
If you want to have a lasting impact on our region through the power of design, the World Design Policy Conference is the can’t-miss event this fall. From 12-13 November 2024, World Design Capital San Diego Tijuana 2024 will host Beyond Boundaries, a convening of thought leaders, policy influencers, and change-makers from around the world.
Through four tracks – Beyond Borders, Beyond Creative, Beyond Health, and Beyond Innovation – attendees from all disciplines and walks of life will be immersed in panels, workshops, and the strategic exploration necessary to design the future of our cross-border region.
This conference, powered by UC San Diego Design Lab and the City of San Diego, goes beyond policy discussions and ignites creativity and connection. It’s where we go beyond our designation and begin the lasting impact and legacy of 2024.
Look Ahead to a Better Future Shaped by Design
Throughout 2024, San Diego Tijuana’s World Design Capital designation has given all who live here many reasons to feel proud. As we close the year, let’s make this global moniker a call to action to achieve lasting impact and inspire the next generation of citizens and designers.
By embracing the power of design, we can create a future together that is sustainable, inclusive, and reflective of the diverse voices that make our region world exceptional, in 2025 and beyond.
To learn more about World Design Capital San Diego Tijuana 2024’s upcoming programming, visit their website.
