FADfest 2012 memory

Report on Results

With the support of

Official promoters of the FAD

Patrons of the FAD

Angels of the FAD

Collaborating institutions

Report on Results

Index

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Index1. Major details on the FADfest 2012

2. What does the FADfest represent?

3. International reach of the event

4. Impact and business potential for companies

5. Contributions and services for professionals

6. Public visibility in the sphere of the press and communications

- Press- Collaborations with the media- Media partners (partners in the social media)- Presence on the city streets- Cultural and financial circuits of Barcelona- Physical mediums during the functions- Books and catalogues- Websites- Social networks- Digital mailings- Personalised VIP mailings

7. The best images of the FADfest 2012

8. FADfest 2013

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Index

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FADexpo

1. Major details on the FADfest 2012

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Major details on the FADfest 201291 BUSINESSES, INSTITUTIONS AND MEDIA

MORE THAN 30 ACTIVITIES

MORE THAN 3,000 BUSINESSES AND PROFESSIONALS

589 SELECTED WORKS

46% MORE ATTENDANCE AT ACTIVITIES COMPARED TO 2011

have supported the second edition of the FADfest, the festival that recognises and showcases the best projects of the year in industrial design, graphic design and visual communication, architecture and interior design, fashion, art and the crafts.

7 prize-giving ceremonies, 11 conferences, debates, round tables and workshops, 5 exhibitions, 1 open day, 5 screenings revolving around the design and film series, 5 parties and networking activities and 1 two-day conference that welcomed a total of 20 attendees.

have participated by entering their works, projects and products in the different awards of the FAD and its associations. The prize-giving ceremonies are some of the most preeminent functions of the festival.

representing the best design of the year in the different disciplines. Over a period of three months the works, both the shortlisted and the prize-winning ones, were showcased within the FADexpo. Located in the FAD headquarters, the show is gradually consolidating its presence as an essential date for viewing and understanding what is going on in the world of design today.

In total, 20,433 people attended the FAD’s own activities. The profile of our public is comprised mostly of students, professionals and businesspeople linked to the architecture and design sector. Moreover, the in-house and external programme of activities added up to a total of 85,841 visitors.

1. Major details on the FADfest 2012

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Open Design / Shared Creativity Conference


FAD Awards

FADexpo

FADfest and BDF Inauguration

Open Day

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PRESENCE IN THE MEDIA (PRESS, TELEVISION AND INTERNET) TO A VALUE OF 1,840,000€ 1

MORE THAN 400 MILLION HITS2 WITH THE COMMUNICATION CAMPAIGN

Data that reveal how well-received the FADfest is by the media, and which mean that we have reached out to a potential audience of 184 million people.

In addition to the media, a whole series of mediums have helped to make the festival known among a new public. Illuminated advertising panels, banners, publicity hoardings, etc all configure some of the elements of a campaign valued at more than 2,300,000€.

1 Source: Kantar Media. Radio hits have not been taken into account.2 Sum of hits on the media and other mediums.

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ModaFAD “Operaprima”

1. Major details on the FADfest 2012 1. Major details on the FADfest 2012


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What does the FADfest represent?THE MOST RELEVANT DESIGN EVENT IN OUR COUNTRY

IT CONTRIBUTES TO BARCELONA’S INTERNATIONAL STATUS AS A DESIGN CAPITAL

THE ENCOUNTER OF REFERENCE FOR EXCELLENCE IN DESIGN

THE ULTIMATE EXPRESSION OF MULTI-DIRECTIONALITY

A PLATFORM FOR BUSINESSES AND PROFESSIONALS

The important figures of this second edition have consolidated the FADfest as the central event of the year for the professional public from all spheres of design.

For a few days, the FADfest positions Barcelona as the international capital of design. In this regard, the FADfest also contributes to the enhancement of Catalonia as a region of reference in the field of design.

It is the country’s only major event and one of the few on the worldwide scene to recognise creative excellence in all the disciplines of design at the same time.

The FADfest encourages the different disciplines of design (architecture, interior decoration, graphic design, advertising, industrial design, crafts, art and fashion) to come together and to generate synergies among them.

Their work is recognised, their products are spotted and promoted and their potential is made visible in order to help them compete internationally.


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FADexpo

LAUS Night

FADexpo


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AND ALSO FOR YOUNG TALENT

THE LINK BETWEEN DESIGN AND SOCIETY

THE BAROMETER OF THE LEVEL ACHIEVED BY OUR DESIGN

VISUALISATION OF THE ROLE OF DESIGN AS AN INNOVATION TOOL

Through the prizes open to students, the FADfest has become a major platform for the promotion of new creators and young entrepreneurs, who use it to make themselves known.

The FADfest activities open to the general public bring design closer to society and help to demonstrate the importance of design in economic and social progress.

It is a snapshot of what is happening in the world of design and architecture here and now. It allows us to visualise the degree to which design has been incorporated into business strategies and to distinguish in which sectors this is happening.

It demonstrates that design is synonymous with innovation, functionality, competitiveness, progress. In this regard, the FADfest contributes to fostering greater knowledge of design and its strategic value.

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City campaign



2. What does the FADfest represent? 2. What does the FADfest represent?


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International reach of the event5 PRIZES OF INTERNATIONAL REACH

993 PROJECTS OF INTERNATIONAL ORIGIN

50 COUNTRIES REPRESENTED

80% OF NATIONAL COMPANIES AMONG THE BEST

46% MORE FOREIGN GUEST SPEAKERS AND JURY MEMBERS

8 prizes were awarded, of which 5 are international in reach: Delta Award to Industrial Design (since 1961), Laus Awards to Graphic Design and Visual Communication (1964), Art Directors Club of Europe Awards3 (1991), the City to City Barcelona FAD Award (2008) and the FAD Awards to Architecture and Interior Design (1958), these last ones covering the Iberian Peninsula.

This figure represents an increase of 11% over the previous edition of the prizes and reflects its recognition beyond our borders.

Behind the works, pieces or products entered for the prizes, there are 50 countries represented.

Of the 589 works or products shortlisted, 80% are from national businesses.The FADfest has served to give visibility to the potential of Spanish businesses and professionals, helping them to compete nationally and internationally.

Among the guest speakers and members, 178 renowned professionals have intervened in the FADfest. Of these, 73% had other nationalities, thus favouring the exchange of knowledge and trends in the design and architecture sector.


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3 The ADCE awards have been counted despite the fact that they were presented a few weeks before the FADfest. They have been included because the winners formed part of the «FADexpo. The best design of the year» exhibition.


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Impact and business potential for companies

MORE THAN 3,000 PARTICIPATING BUSINESSES AND PROFESSIONALS

589 WORKS OR PRODUCTS HAVE BEEN PROMOTED

20,433 PEOPLE HAVE SEEN THE PRODUCT OF BUSINESSES IN SITU

A COMMUNICATION CAMPAIGN VALUED AT MORE THAN 2,300,000€

The FADfest is a platform for showcasing products and this means business potential for the companies behind them. This fact explains the broad participation of companies entering their works or products in the different prizes.

Despite the crisis, the number of participating businesses has been maintained. In total, 3,010 businesses and professionals have entered works, pieces or products in the different FAD awards.

The FADfest has given visibility through prizes and the exhibition of the best projects in the different disciplines of design.

The many people who attend the FADfest activities are potential specifiers and consumers of the shortlisted and prize-winning works and products.

All businesses with a shortlisted work have benefited indirectly.


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FADexpo

Roca Gallery (Grand Laus Businesses)

Materfad “The future under construction”

Delta Awards

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A POTENTIAL AUDIENCE OF 184 MILLION PEOPLE4

652,000€ OF INDUCED ECONOMY IN THE CITY5

ALMOST 100 COLLABORATING COMPANIES AND INSTITUTIONS

Through the coverage given by the media to the FADfest, the products of the selected companies have indirectly reached a very wide public. The media have dedicated spaces to the value of 1,840,355€ to discussing and writing about the content of the FADfest: the best shortlisted works and products in the different disciplines of design.

The FADfest has led nearly 1,600 professionals and representatives of businesses from outside Catalonia to expressly visit the prize-giving ceremonies. It is estimated that they have left around 652,000€ behind in the city, mainly in hotels, restaurants and shops.

A total of 91 companies and institutions have given financial support or support in kind to the FADfest and its activities. This has given them a double return: qualitatively, their brand has been associated with excellence in design and with design as innovation; quantitatively, in the shape of the impact made by attendance, audience, etc.

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Materfad “The future under construction”

FADexpo

FADexpo

Matadero Madrid (Winner of FAD Architecture Award)

The Toy Concert (Grand Laus Integrated Campaign)

4 This calculation is the result of the aggregate of audiences of the media (TV, press and internet) that have published news items on the FADfest. Source: Kantar Media.5 The average expenditure of attendees coming from outside Barcelona to this kind of event is estimated at 424€ (according to data provided by Barcelona Tourism in regard to business tourism, for a two-day stay in the city).

4. Impact and business potential for companies 4. Impact and business potential for companies


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Contributions and services for professionals11 CONFERENCES, DEBATES, ROUND TABLES AND WORKSHOPS

KNOWLEDGE OF NEW CREATIVE PRACTICES

7 PROFESSIONAL RECOGNITION FUNCTIONS

PROMOTION OF CREATIVE EXCELLENCE

SOCIAL INTERACTION FUNCTIONS

Activities that operated as a platform at the service of professionals for the exchange of knowledge and experiences revolving around the different disciplines of design.

The Open Design / Shared Creativity conference allowed professionals to discover and explore the reality and the potential of open design culture, from new business models to the most experimental creative practices.

The prize-giving ceremonies have once again been the central events for the professional public from all spheres of design. It is the time of year when creative excellence is recognised and when professionals and their work gain the utmost public visibility.

The FADfest has given visibility to the professionals behind the works that have been shortlisted, displayed and recognised in the different prizes, and has recognised their excellence.

The 7 prize-giving ceremonies have become compulsory social interaction functions for the professionals of this sector. A sign of their importance for professionals are the more than 6,000 people who attended the prize-giving ceremonies, the inauguration and the closing of the FADfest.


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30+30 Open Design / Shared Creativity Conference


FADfest Closing Party

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NETWORKING ENCOUNTERS WITH COMPANIES

CONCEPTUAL INNOVATION AND AVANT-GARDE

The FADfest also facilitates and strengthens ties between professionals and businesses through relational activities such as the institutional dinner, the inauguration or the Design Jamboree, the closing party. The festival gives rise to networking and generates collaborations and business possibilities among companies and professionals.

The public attending the activities enriched its knowledge of innovation, sustainability and avant-garde in design. A set of concepts inherent to the works and products that have been recognised and to the content imparted by businesses and international experts in the different conferences and debates.

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LAUS Night



5. Contributions and services for professionals 5. Contributions and services for professionals

6. Public visibility of the FADfest in the sphere of the press and communication

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Public visibility of the FADfest in the sphere of the press and communication

CONSOLIDATED FOLLOWING OF THE FADFEST IN THE MEDIA

The FADfest has had considerable repercussion in the media, both in the printed and in the audiovisual or online media. Nearly 600 news items have been published in the principal media, both in the general media and in those specialising in design and architecture. The sum of all the impacts published on the festival reaches a potential audience of 184,762,733 people and has represented an economic impact on the media to the value of 1,840,355€.6

6. Public visibility of the FADfest in the sphere of the press and communication

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PRESS

Time Out 29/06/2012

La Vanguardia 05/06/2012 Magazine 26/08/2012

ABC 14/072012

6 Source: Kantar Media. Repercussion on the radio has not been quantified

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TV3 AND CATALUNYA RÀDIO, HITS TO THE VALUE OF 90,000€

EL PERIÓDICO, ADVERTISING TO THE VALUE OF 83,000€

THE PROMOTIONAL VIDEO OF THE FADFEST ON MOUTV

The FAD maintains permanent agreements with some of the principal media in Catalonia such asTV3, Catalunya Ràdio, El Periódico de Catalunya and Mou TV (the Barcelona Metro channel), whom we call the FAD Angels because they help us disseminate our activities, especially during the FADfest through advertising spaces or diaries.

TV3 disseminated the FADfest on different programmes of their schedules such as TV3 recomana, Tres-C and No t’ho perdis, this last one on the Canal 33 channel.

Catalunya Ràdio announced the activities of the FADfest through its No t’ho perdis space, which is broadcast several times a day within their habitual schedules.

El Periódico de Catalunya published four FADfest advertisements throughout the festival, two of them full-page ads, with a potential audience according to the EGM of 608,000 people.

The TMB Metro Channel broadcast the video during the festival period, reaching an audience of 660,000 people.

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Collaborations with the media (MouTV)

Collaborations with the media (El Periódico)

COLLABORATIONS WITH THE MEDIA

6. Public visibility of the FADfest in the sphere of the press and communication 6. Public visibility of the FADfest in the sphere of the press and communication

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YOROKOBU, DIARIO DESIGN, ON DISEÑO, LÍNEA CURVE, LE COOL, PDG...

The FAD launched a new strategy to disseminate its activities through a network of media partners that added their forces to the support given by the FAD Angels.

are some of the publications that have collaborated by disseminating the FADfest both through advertising banners on their websites and through the coverage given to some of the festival’s activities. This action has given us a potential audience of almost 700,000 people.

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MEDIA PARTNERS

Media partners

Media partners

Media partners


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200 ILLUMINATED ADVERTISING PANELS

1,600 BANNERS

10 LED SCREENS IN THE BARCELONA RAMBLAS

Thanks to the institutional support of Barcelona City Hall, the FADfest communication campaign has had 70% more presence through three kinds of mediums that have had a major impact on the public:

with information on the FADfest and the FADexpo were distributed around the city’s commercial hubs, with a result of more than 11 million hits. The economic value of this campaign is 110,726€.

announced the festival in the city’s main hubs and commercial streets, succeeding in achieving more than 188 million hits.

announced the FADfest during a 17-day period in one of the city’s busiest and most unique streets. Economic value of the action: 36,375€.

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PRESENCE ON THE CITY STREETS

City campaign

City campaign City campaign


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OPEN TO CITIZENS’ PARTICIPATION

MORE THAN 3 MILLION HITS

RECOGNITION OF THE SUPPORT OF INSTITUTIONS AND BUSINESSES

The FADfest has once again been a major event in the city and, as such, a communication campaign has been conducted to target Barcelona’s principal cultural, economic and leisure spaces, schools and universities. In total, 18,000 postcards, 400 posters and 5,000 programmes were distributed, listing all the festival’s activities.

Once again this year, the FAD and the different spaces that have hosted the festival’s activities have been transformed in order to communicate what was happening inside the venues and invite everyone to come in. Thus, for example, for a 3-month period a large vinyl sticker sponsored by Aura told all passers-by of the presence of the FADexpo, the exhibition with the best design of the year.Other mediums, such as screens.

The institutions, official promoters, protector members and principal collaborating companies of the FAD associations splashed their brand on physical mediums such as the banners at the FAD Forum and a photocall, a piece strategically situated at the main activities and which received nearly 6,000 hits.

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FADfest Programme

FAD Forum Banners

Hoardings and stickers in Plaça dels Àngels

Flyers

CULTURAL AND ECONOMIC CIRCUITS OF BARCELONA

PHYSICAL COMMUNICATION MEDIUMS DURING


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THE CATALOGUE OF THE DELTA WARDS, A PRIZE WITH A 50-YEAR-PLUS HISTORY

LAUS 2012 BOOKS

THE CITY TO CITY BARCELONA FAD AWARD BOOK

The publications of the FAD and its associations are a national and international benchmark in architecture and design. During the FADfest 2012 the following works were published, always linked to one of the activities in the programme:

The work is a compilation of the best industrial design of 2012. 2,000 copies were distributed among businesses and professionals from the sector.

Compiles the works recognised at the 42nd edition of the Laus Awards to Graphic Design and Visual Communication, a standard work for professionals and students of graphic design and communication, art directors and producers of audiovisuals.

Bilbao, Guayaquil, Onagawa, San Francisco... these are some of the cities shortlisted for the City to City Barcelona FAD Award of 2012, a prize that has the yearly objective of recognising any urban processes that lead to positive transformation in a given city.

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LAUS 2012

BOOKS AND CATALOGUES

THE FUTURE UNDER CONSTRUCTION, NEW ECO-EFFICIENT MATERIALS FOR THE CONSTRUCTION AND REFURBISHMENT OF BUILDINGS

Materfad Barcelona, a centre for innovative materials, is embarked on a project of searching for new eco-efficient materials and technologies applicable in the construction and refurbishment of buildings. The results are compiled in this book, which has the goal of becoming a useful instrument when it comes to designing buildings that are more efficient and sustainable in energy terms. A show with the same title opened to the public during the months of the FADfest and could be visited together with the FADexpo.


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250,000 VISITS DURING THE FADFEST

They are proof that both the FAD and its associations have consolidated their communications through their websites and blogs. The FADfest website is the standard during the days of the festival, and during this second edition received 16% more visitors. Increasingly, our members and target public know that here they will find all the information on the activities, prizes and events, together with images of all the shortlisted and prize-winning projects.

Moreover, online communication has been reinforced with the festival’s promotional video, which could be viewed during a 17-day period on the home page of Barcelona City Hall, a website with an average of 1,820,000 monthly visits.

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WEBSITES

Barcelona City Hall website home page

City to City Barcelona FAD Award websiteFADfest website


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TWITTER: 12,630 FOLLOWERS AND AN INNOVATIVE CAMPAIGN

The Twitter profiles of the FAD and the associations that comprise it totalled 12,630 followers. Just the tweets of the FADBarcelona profile during the FADfest days had a total of 2,039,188 imprints in the news channel of other users.

THE FIRST CO-DESIGN VIA TWITTER The FAD wanted to innovate through a ground-breaking campaign via Twitter, created by the *S,C,P,F... advertising agency in collaboration with the We Choose Fun interactive design studio to promote the Open Design / Shared Creativity Conference that was being organised as part of the FADfest activities. The result was highly positive. The conference label, #ODSC, was the trending topic in Barcelona.

The campaign was highly innovative yet consistent with the conference theme. A microsite was created that allowed users to produce the first co-design via Twitter: a game for experimenting, offering this network community the possibility of co-designing the conference poster through tweets. The experiment went viral and 4,894 different versions of the poster were made.

The social networks are a very important part of the FADfest’s communication strategy because our target public forms part of them. The number of followers of our profiles on Facebook, Twitter and Instagram rose by an average of 54% during the festival dates.

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Facebook FAD

Conference Poster Microsite

Facebook FAD

Facebook FAD

SOCIAL NETWORKS


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FACEBOOK: MORE THAN 15,000 FOLLOWERS

INSTAGRAM, THE NEW FADFEST NETWORK

IN DIRECT CONTACT WITH OUR TARGET PUBLIC

INFORMATION BULLETINS, DIGITAL LEAFLETS, INVITATIONS, ETC.

The Facebook profiles of the FAD and the associations that comprise it have totalled 15,100 followers during the FADfest.

The friends of the fans of the FAD pages, who represent our potential audience, totalled 4,070,000 people during the FADfest. During this period more than 1,650,000 imprints were made of content relating to the FAD’s Facebook profiles.

The FAD launched an Instagram channel for the FADfest that, despite having just started, was very active during the festival. Each image published had an average of 15 likes.

During the FADfest 439,800 digital mailings were made, 42% more than in 2011. The direct advertising mailings target the contacts of the FAD’s database, most of whom are businesses, professionals and students from the world of design and architecture.

A whole series of formats, depending on content, devised to announce the schedule of activities and events of the festival in the fastest and most sustainable way.

Approximate financial value of the action: 43,620€.

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DIGITAL MAILINGS

FADNEWSFADNEWS

Facebook FAD


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WITH THE COMPLICITY OF THE COUNTRY’S TOP INSTITUTIONAL AND BUSINESS REPRESENTATIVES

On the occasion of the institutional dinner held at the FAD headquarters on 10 July 2012, a total of 175 personalised invitations were sent out.

Among the guests at the dinner were the Right Honourable Jaume Ciurana, deputy mayor for Culture, Knowledge, Creativity and Innovation of Barcelona City Hall, Mr Carles Sala, secretary for Housing and Urban Improvement of the Generalitat de Catalunya, Mr Vicente Guallart, chief architect of Barcelona City Hall and Mr Jordi Cabré, director-general for Cultural Promotion and Cooperation of the Generalitat de Catalunya.

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PERSONALISED VIP MAILINGS

FADfest Institutional Dinner



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The best images of the FADfest 2012


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FADexpo

FADexpo FADfest and BDF Inauguration

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Design and Film Series

Open Day


Open Day


FADexpoOpen Design / Shared Creativity Conference

7. The best images of the FADfest 2012 7. The best images of the FADfest 2012

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ModaFAD “Operaprima”FADexpo

FADexpo

FADexpo

FADexpo


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FADexpo

Nit LAUS 30+30

Nit LAUS



49 50

Crèdits foto Crèdits foto



City to City Barcelona FAD Award Crèdits foto




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FADexpoNit LAUS

FAD Sebastià Gasch Awards FAD Sebastià Gasch Awards

FAD Sebastià Gasch Awards


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ModaFAD “Operaprima” ModaFAD “Operaprima”




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FAD Awards

Magnólia (FAD Ephemeral Interventions Award) 30+30

Nit LAUS

Nova Majòlica (ArtFAD Awards)


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FADexpo

Teulada Municipal Auditorium (Shortlisted for FAD Awards) ArtFAD Awards

Diesel Fresh & Bright (Gran LAUS Website and Digital Media Awards)

FADfest and BDF Inauguration


8. FADfest 2013

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FADfest 2013

FROM 25 JUNE TO 11 JULY

MORE FRIENDS, MORE FOLLOWERS, MORE INTERNATIONAL

DESIGN AND NEW FORMS OF CONSUMPTION

You can now enter these dates in your diary, because once again you have a date with the world of design in all of its expressions! We want to boost the international nature of the event and this is why it is key to close the festival programme well in advance. We at the FAD and its associations are working to achieve this and to thus grow even more in terms of diffusion and attendance.

We are already working on the third edition of the FADfest! New objectives and challenges that we want to enter into by your side.

While in the year 2012 the social networks were one of the mainstays of the communication strategy, in 2013 we have set out to boost them even further. They will be the vehicle to strengthen and expand the national public and we will use them to increase the presence of the event on an international scale.

We will explore the relationship between design and the new and increasingly habitual forms of collaborative consumption. We will reflect on how design can help and at the same time adapt to the changes in consumer patterns. And we will do this at a two-day conference with some top international experts in this field. For the second consecutive year we will champion open design, this time focusing on.

8. FADfest 2013

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FADexpo




FAD Awards

8. FADfest 2013

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BUSINESSES AND PROGRAMMING

We trust that we can count on your support for the best design and the best architecture of 2013!

We have undertaken to make of the FADfest something more than a showcase for the brands of the businesses that support us. We want all sponsoring companies to become involved by scheduling activities, so that the festival can also become a vehicle to reach your potential public. While last year we took the first steps in this regard, this year we want this formula to gain strength and have an important weight in the programming. We believe that, as businesses with a strategic commitment to design and its potential possibilities, your contribution of content enriches the FADfest programme while making you an active part of it.

8. FADfest 2013

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CREDITS of FADfest 2012 photographs:

© photos: Xavi Padrós

Except:

Open Design/Shared Creativity Conference© Marc Rosés and Xavi Padrós

Prize-giving of Delta AwardsThe Making of...Johanna Agerman ConferenceLaus NightGrand Chill Laus© Carolina Saiz

Prize-giving of Art FAD Awards© Sven Jense

FAD Sebastià Gasch Awards© Marc Rosés Matadero Madrid© Miguel de Guzmán, Luis Diaz Diaz

Mpal Auditorium. Teulada© Juan Rodríguez, Roland Halbe

Magnólia© FG+SG ARCHITECTURAL PHOTOGRAPHY

FADfest 2012 memory

Documents

best design

graphic design

industrial design

interior design

design sector

world of design

media press

media media partners