Along with the transition to the 'new capitalism', which may be variously defined as
cognitive, flexible, post-industrial or post-Fordist, we are experiencing a new productive
scenario since the Seventies of the last century, where innovation and creativity are rising
as key factors for competitiveness and come to be the capital for the production system to
open a new stage.
If the industrial capitalism of modernity required the manufacturing of big quantities of
physical products, the mutation of the role of industry and production, the globalization of
markets and the emergence of communication in every social occurrence are changing the
nature and the tools of design, while enhancing all the immaterial and creative features.
Creativity, namely the capacity of developing innovative and bold connections, turns to be
the driving force of an economy where experiences and services are more strategic than
tangible and durable goods.
DRS 2012 Bangkok
