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Laboratoire d'Ingénierie d'IDées Idea Engineering Lab www.liid.fr

Introducing Aesthetics to Intellectual Capital Management and enrich Knowledge-Based Development strategies Raphaële Bidault-Waddington : rbw@liid.fr Intellectual Capital Conference World Bank Paris


A brief history of Aesthetics   

 

Until 15th century the experience of beauty in the natural realm and the divine creation which remains unexplained. Renaissance : Shift to the beauty of human creation (emergence of non-religious art), with a quest for universal beauty (development of advanced representation technics / emergence of science as a parallel quest for truth). 19th century : the perception of beauty is a question of subjective expression or subjective interpretation called the aesthetic judgment. Aesthetics become an autonomous philosophical academic discipline also called the science of beauty or of sensitivity, including the study of perception. Beginning of intellectual property protecting design and models. 20th century : aesthetics forget about beauty and focus on the interpretation and evaluation of the relation between a form and its content in the "aesthetic experience". Art is about reading and debating of the singular Vision of the Artist. 21th century : acknowledgement of the fact that the aesthetic experience produces knowledge by coupling the sensitive experience with memory, knowledge, but also intuition and more obscure part of the brain. Should we speak about Aesthetic Intelligence ?


About Knowledge-based development  

Environmental issues brings back the focus on material reality. People vote for politician able to improve everyday life and urban tangible reality.

Delocalizations and technologies raise new territorial issues such as rural desertification, or minor region weakening (there cannot be only flagship cities !)

Difficulties to implement KBD scenario because of a lack of implementation tools. Ex : "Creative Territories" program DATAR - Science-Po

Attractivity policies needs nice pictures, architectural extravaganza, visible modernity to fully seduce tourists and businesses : Theatricalize urban space ? Ex : Dubai (a way to hide the harbor old school trading and military reality)

Architects and Urban Planners are developing interesting conceptual models integrating urban immaterial reality (concepts of "datascaping", "informational cities", "unbuilt urban material") and are becoming political advisors. Most of them do not know about KBD ! Ex : Grand Paris competition


Transitional value of the cultural sector Cultural practices ranging from architecture to theater, from food to music, from art to fashion or sport, massively have side effects that should be fully acknowledged for their "transitional" value (pyschological paradigm) :

- Create social link and build bridges between communities, classes and corporations. Ex : a university researcher may meet a graphic designer, an entrepreneur, a banker. - Increase local well-being (if democratically planned). - Spread a creative spirit in the society and stimulate a creative collective intelligence, - Cultural independent initiatives can be seen as social entrepreneurship, Ex : (many) Artists engaged in the social sphere (Relational Aesthetics movement) - Architectural projects, all along their planning and building as pretext for local dialogue, consultation, political conflict management, economic and social initiatives, temporary experimentation, etc. Ex : Nicolas Michelin methods Culture is the moment where the immaterial meets the material. It is an aesthetic moment. Question : Business seen as part of Culture ?


Aesthetics to understand, extract and create immaterial value 

Use and interpret photographic images of a city to build and articulate its imaginative/immaterial dimension, capture its identity (but keeping a critical distance). Ex : Christiania Boards

Search in artistic productions such as films of books for story-telling, conceptual thematics and branding inspiration.

Build analogies and search possible equivalence with other forms of vision. Ex : Galaxie Model extracted from Poetico-Speculative Bubble artwork. Ex : Shanghai World Expo

Apply creative reading technics based on the principle of the aesthetic relation to solid or official information to extrapolate and imagine future vision.

"Perspective" : LIID aesthetic audit method to read organizations…


Christiania : Urban Patchwork, 2004


Christiania : Human Patchwork, 2004


PIIMS 速 : "Poetico-speculative Bubble", galerie Paris Project Room, 2001.


« Paris Galaxie Inc. » - Research Project Alternative and non-conventional scenario to create the Greater Paris See www.parisgalaxie.blogspot.com


PIIMS ® : « Inside-Out», Institut Français d’Architecture, 2001.


« Universal Exposition», galerie France Fiction, Paris 2007. Idea mapping for the conceptual planning of Shanghai World Expo 2010 Theme : «Better City - Better Life» - Idea Competition 2005.


Aesthetics applied to companies and organizations in general 

Acknowledging the 4 aesthetic interfaces where companies have to convince, attract, involve with original vision :    

Shareholders and investors, Staff and everyday work-experience (see Antonio Strati "Aesthetics and Organisations" or branding through human resource strategy) Partners such as providers, medias or the society in general Clients (conventional communication approach)

Companies and organizations as informational forms (legal structure, business model, information system, etc.) : organizational design.

Leadership based on inspiring global vision (just like for politician - idea of developing a "societal project") See "The Art Firm" by Pierre Guillet de Menthoux

Perspective : LIID aesthetic audit method…


Perspective : an experimental Aesthetic Audit method to structure a creative reading of organisations Essay in master degree in immaterial economy, Professor Ahmed Bounfour, 2003. "Christiania in Perspective" published in "Knowledge Cities" (Javier Carrillo - Ed. Elsevier)

Multi-facetted creative reading system (24 entries as 3D modeling) : - Mapping the 6 fundamental architectures : physical agency, human organization, organizational design, economic model, legal form, information urbanism. - Analysing the Cultural Style : offer, audience, partners, governance, behavior, global harmony/dissonance; - Acknowledging Relative Positions in its : sector, market, medias, society, environment, and history; - Exploring the Mindscape : initial shuffle, history and development rhythm, brand name/identity, knowledge and inspiration sources, risk and decision making ability, and underlying intentions as a conclusion for sense-making (sense as in meaning and direction).


Air de Paris in Perspective (www.airdeparis.com/guest) (2 synthetic visual boards : 80 x 120 cm)


Aesthetics applied Intellectual Capital and Knowledge-based development discipline 

Need to brand knowledge and universities (new competitive environment).

Need to update educational formats and methods with technology/creative tools Ex : edu-tainment, current trend of creative of art-based education schools. Boom of images and films as knowledge transmission support.

Search for attractive/inspiring elements of language Ex : very blurry scientifically but botheringly efficient concept of Creative Class.

At the frontier of knowledge, research needs new visions, inspiration and intuitive ideas to be tested and challenged. Bruno Latour : Art-based knowledge should meet with academic knowledge.

Philosophical aspect of Intellectual Capital based of a mind/body separation which is deeply questioned in many research disciplines. Ex : neuroscience + neuroesthetics or failure of pure Conceptual Art in the 70-80's.


Perfomative Installation / Discursive Space dedicated to arstistic knowledge production : "The Incidental Person", Apex Art, NY.


2003 : Goodwill mapping of 3 companies dedicated to Art Exhibition "My Small Company", Meymac Contemporary Art Center, 2003.


Laboratoire d'Ingénierie d'Idées An artistic research adventure…

Thank you for your attention ! Websites : www.liid.fr Petite Industrie de l'Image Sensorielle (image lab) : www.piims.fr All labs : http://goodwill.is.not.free.fr Contact : Raphaële Bidault-Waddington rbw@liid.fr


Raphaele Bidault-Waddington