Conference of the "Performing Cultural Heritage in the Digital Present" program, at DRHA 2023, Turin, 09/12/2023. The context of the digital image and, above all, a deeper reflection on the ontology of the digital universe is a field that would require a more in-depth analysis, so here only some considerations are pointed out about the different forms of appearance and use of the digital image within the perspectiveof "extended reality", from augmented to virtual reality, thinking about the possibilities that are being created for the entire field of audiovisual arts. In this case we focus on reflecting on what we consider "participation" in different projects. Our interest – inter esse (what is between or relates to several people) – has shifted towards this interdisciplinarity as the main way to develop creative and innovative projects, becoming a propaedeutic attitude from which to face complex projects. Indeed, his approach already in sociologists like Louis Wirtz appears as a response precisely to the complexity of the world, which is now also going through a deep computational turn. The current general scenario for any activity takes place in an atmosphere of infinite metamorphosis. Suffering it or understanding it as an opportunity is up to us. Therefore, in this context, the project culture recognizes that it is not possible to speak of “innovation” (discovery + application) without associating it with “collaboration”, when planning the future scope of creation. In this context, the “co-design” between professionals and amateur agents creates a new “culture of participation”, typical of the postindustrial world, which thinks of innovation from an overlap of networks, connection nodes that speak of a decentralized and mobile reality. Therefore, to the interdisciplinary logic claimed, we must add the active involvement of all the subjects involved in any project. We therefore need new languages for new experiences that allow us to consider ethically, politically and communicatively the new global context, thus rewriting the constellations of interests of the consolidated systems. An interesting field of experimentation then opens up where local and global realities meet at open intersections, a novum still to be explored. In the second part, various case studies are presented to understand the implications of a truly participatory and horizontal project culture as an engine of innovation: - Mapping Madrid - Las Manuelas - MadridDesignNet -Turin City of Design And finally, the first premises of the ongoing research project "Forms of culture" are shown, within "Connective tissues” (Tejidos conjuntivos) in the MNCARS, to propose disorientation strategies, which serve to dismantle models dominated by an ideology, and in short the need to create new orientation systems to describe other cartographies not of places, but of relationships.

1. Funded by In collaboration with With the patronage of

2. Towards a new project’s culture
for immersive and participatory
projects
Pedro Medina
pedromedina.net

3. • Towards a new project’s culture
• Conjunctions
Summary
Towards a new project’s culture for
immersive and participatory projects

4. Towards a new project’s culture
The quality of participation
Innovation today
What kind of participation?
Towards a new project’s culture

5. Immersive contexts (XR)
CHALLENGES • New ways of presence
• Interaction - participation
• Sense of reality
• 3D sound
• Open work - work in progress
• Algorithmocracy
• Generative AI
• Distributed authorship
• Democratization of access
• …

6. CONSIDERATIONS • Is the interaction on digital platforms (social
networks, blogs…) true participation?
• When can we talk about co-creation?
• Make participation evolve into more critical
terms
• Participation and social-political
emancipation
• Participation = involvement
The quality of participation in digital contexts

7. Innovation today
“Innovation” (discovery + application)
associated with “collaboration”
MATERIALS
LEGISLATION
GENERATIVE AI
PARTICIPATION
PREDICTIVE ALGORITHMS
PROCESSES
INTERDISCIPLINARITY
PLATFORMS
NETWORKS
REMOTE WORK
UBIQUITY
AUTOMATION

8. This is Tomorrow

9. What kind of participation?
THIS IS TOMORROW
Collaboration
between disciplines
EZIO MANZINI
Expert design
Diffuse design
PIERRE LÉVY
Collective
Intelligence
PROJECT’S CULTURE 3.0
Co-creation

10. Design models 1.0 / 2.0 / 3.0
Modelo reconsiderado
de liderazgo del
“próximo diseño”
Modelo
diseño
tradicional
diseño 1.0 diseño 2.0 diseño 3.0
Proceso mágico oculto
Habilidades de salida
>dar forma
>estética Habilidades de salida
+
Observación del
comportamiento de usuario
equipo
de proyecto
tradicional
equipo
de proyecto
multidisciplinar
Habilidades de salida
+
Observación del
comportamiento de usuario
+
Co-creación
participatoria
Habilidades de salida
+
Optimización del
comportamiento
de equipo
+
Colaboración
equipo
de proyecto
multidisciplinar
Proceso exteriorizado
>Orientación adaptable
>Escala adaptable
>Proceso adaptable
Proceso exteriorizado
>Orientación del diseño de producto
>Escala de producto
>Proceso de diseño de producto
Interconexión
de herramientas
entrantes y salientes
Modelo de
diseño de producto
innovador
Manuel Jiménez
1.0 2.0 3.0
Traditional
team
To shape
Styling
Multidisciplinary
team
Observation of user behavior Work optimization
+
Collaboration
Observation of user behavior
+
Co-creation
Multidisciplinary
team

11. Approches
TRADITIONAL DESIGN CURRENT DESIGN
WHAT
+
HOW
Problem solving
WHAT
+
HOW
Problem solving by
creating opportunities
and new relationships

12. Professional trends
TRADITIONAL DESIGN CURRENT DESIGN
DESIGN 1.0 / DESIGN 2.0 DESIGN 3.0
Design as
To
Shape (things)
Design as
Process

13. Professional system
TRADITIONAL DESIGN CURRENT DESIGN
To work alone
Team with
transversal skills
Team with
individual skills
Challenges

14. Relationship with users
Exclusive Inclusive
TRADITIONAL DESIGN CURRENT DESIGN

15. Conjunctions
Exhibitions
MadridDesignNet
Torino City of Design
Tejidos Conjuntivos

16. Exhibitions

18. Route
2010 2011 2014
How to improve a city?
Projecting the concept of city
How to improve the services of a city?
Understand how to live within the city
How to start an economy based on
innovation and design?
Create an ecosystem of innovation
Expo Universal
Shanghai - 2010
2012
Salone del Mobile
Milano - 2012

23. UNESCO Creative Cities Network (UCCN)

24. UCCN vision and objectives
Strengthening the creation, production
and dissemination of cultural
activities, goods and services
Developing hubs of creativity and
innovation, broadening opportunities
for cultural creators and professionals
Improving access to and participation
in cultural life, particularly for
vulnerable groups and individuals
Fully integrating culture and creativity
into sustainable development plans

25. Other UNESCO Creative Cities (Design)

37. Thank you
for your attention