VI. RESEARCH THE DESIGN INDUSTRY IN THE LEBANESE CREATIVE ECONOMY “The design industry, with its diverse segments, ranging from industrial and corporate design to service and social design, is one of the key drivers of innovation in the economy. Directly or indirectly, nearly all industrial sectors utilize design-related ideas, concepts and approaches. Design covers a far wider field than just a product with an appropriate or appealing external form. There is increasing interest in resource-efficient production processes, sustainably produced products, and building strong brands or corporate identities. Integrating design expertise into innovation processes is one key factor in developing organizational, process-related and user-centered innovations, and so securing a company’s competitive edge. Numerous studies have shown that strongly design-aware enterprises are more economically successful and have a greater capacity for innovation. For companies both in the creative industry sector and outside it, the method known as design thinking has become accepted as a new approach to generating innovative solutions. Design belongs to those market segments in the creative industries, which comprise a number of diverse business sections and are characterized by a higher-than-average proportion of solo entrepreneurs (“non-employer businesses”) and freelancers. In particular, the main challenges facing solo entrepreneurs include self-marketing and the acquisition of work.” Creative Industries Report, Senate Department for Economics, Technology and Research, Berlin “Great design can change lives, communities and organizations for the better. It can create better places to live, bring communities together, and can transform business and public services. Design is a way of thinking that helps small, medium and large organizations, social enterprises and charities change the way they work.” The Design Economy (2015), The Design Council, London
BACKGROUND Within the past decade, Lebanon - especially Beirut - has become a source of inspiration for creatives around the Middle East and North Africa. The design industry is flourishing, especially in the fields of fashion, furniture and graphic design. With a variety of annual events and a growing number of designers making international headlines, Beirut has created an identity as the design capital of the MENA region. However, the value of design is still underestimated and the lack of statistical infrastructure is a major setback. There is no real data to be able to observe the evolution of this industry, evaluate its progress, define trends, understand challenges and develop strategies for growth and international success.