1. ENoLL Summer SchoolAmsterdam, 3 September, 20141 Living Labs as a Policy Tool for Transitioning Jesse Marsh Atelier Studio Associato jesse@atelier.it

2. ENoLL Summer SchoolAmsterdam, 3 September, 20142 Living Labs as a Policy Tool for Transitioning The new landscape of jobs

3. ENoLL Summer SchoolAmsterdam, 3 September, 20143 Living Labs as a Policy Tool for Transitioning … and manufacturing?

4. ENoLL Summer SchoolAmsterdam, 3 September, 20144 Living Labs as a Policy Tool for Transitioning Three key strategies Cost-oriented A retention strategy for price-sensitive mass-market customers, based on relocation to low-income countries, including the NMS Product/service-oriented Diversifying the spectrum towards high-quality and specialty textile products in order to raise perceived/delivered value and shift attention away from costs Productivity-oriented Automation and IT-based supply chain management, to increase efficiency and improve flexibility through global sourcing systems

5. ENoLL Summer SchoolAmsterdam, 3 September, 20145 Living Labs as a Policy Tool for Transitioning EU «Industrial Compact» 2014 Move continuously towards innovative, high-added value products Market liberalisation to explore the opportunities in Brazil, China, India, Indonesia, Japan and the USA; More emphasis on creative and high-end products manufactured in the EU; Protect European fashion and high-end companies against counterfeiting and other IPR violations; Reduce the gap between longer financial cycles than production cycles, esp. for the SMEs from the fashion industry Struggle against the risk of losing traditional skills and know- how Increase the legal certainty and consequently consumers trust regarding online shopping

6. ENoLL Summer SchoolAmsterdam, 3 September, 20146 Living Labs as a Policy Tool for Transitioning The Maker Economy?

7. ENoLL Summer SchoolAmsterdam, 3 September, 20147 Living Labs as a Policy Tool for Transitioning How to transition?

8. ENoLL Summer SchoolAmsterdam, 3 September, 20148 Living Labs as a Policy Tool for Transitioning Business Model as Research

9. ENoLL Summer SchoolAmsterdam, 3 September, 20149 Living Labs as a Policy Tool for Transitioning Rainforest Model as Policy

10. ENoLL Summer SchoolAmsterdam, 3 September, 201410 Living Labs as a Policy Tool for Transitioning Living Labs for Business Models

11. ENoLL Summer SchoolAmsterdam, 3 September, 201411 Living Labs as a Policy Tool for Transitioning Design Labs Inspiration labs (drawing inspiration from historical and multi-cultural sources) Eco-labs (using eco-materials, Fair Trade networks, etc.) Techno-labs (exploring the potential of new technical materials and processes) Existing on-line designer and maker communities

12. ENoLL Summer SchoolAmsterdam, 3 September, 201412 Living Labs as a Policy Tool for Transitioning Making Labs Networked laboratories (small-scale artisans as virtual enterprises) Making places (new life for old factories as multi- disciplinary making centres) Home production (DIY kits, family enterprises) Innovative supply networks (including organisations as well as individuals on a peer basis)

13. ENoLL Summer SchoolAmsterdam, 3 September, 201413 Living Labs as a Policy Tool for Transitioning Place Labs User communities as “prosumers” and “customizers” Re-factories (re-invention of the role and function of T&C factory structures in urban settings) Social spaces (making and sewing as activities with a social function providing added value to urban and regional development policies) Global value chain districts (based on re- configuration of existing clusters, across the geograph-ical borders)

14. ENoLL Summer SchoolAmsterdam, 3 September, 201414 Living Labs as a Policy Tool for Transitioning Business Systems An existing industrial T&C district introducing new equipment and concepts for custom-to-order production and fashion designs based on technical fabrics. A technology incubator identifying and developing new business ideas to accelerate the adoption of new technologies and approaches by the T&C supply chain, thus enabling the take-up of new business models. A rural district scattered with fasonista laboratories building a networked enterprise based on interchange with design schools and virtual interaction with customers. A fashion start-up incubator with experimental facilities for new materials, heritage and ethnically based designs, and new manufacturing processes. Fully or partially defined DIY kits to be custom ordered through a large-scale distribution network (supermarket, furniture manufacturer, etc.) and assembled in (fair trade) social centres in marginalised urban areas. An on-line ecommerce retailer introducing a home apparel department complete with equipment, designs, and DIY kits. A work garment producer customising for a company and on demand for each of its employees the garment to be delivered.

15. ENoLL Summer SchoolAmsterdam, 3 September, 201415 Living Labs as a Policy Tool for Transitioning Transition scenarios Making LabsDesign LabsPlace Labs Supply Chain innovations Transition Path #SC1 Transition Path #SC2 Transition Path #SC3 Transition Path #SC4 Localisation innovations Transition Path #L1 Transition Path #L3 Transition Path #L4 Transition Path #L5 Business process innovations Transition Path #BP1 Transition Path #BP2 Transition Path #BP3 Transition Path #BP4 Transition Path #BP5 Skills innovations Transition Path #S1 Transition Path #S2 Transition Path #S3 Transition Path #S4 Transition Path #S5 Policy/regulator y innovations Transition Path #PR1 Transition Path #PR2 Transition Path #PR3 Transition Path #PR4

16. ENoLL Summer SchoolAmsterdam, 3 September, 201416 Living Labs as a Policy Tool for Transitioning New economic models

17. ENoLL Summer SchoolAmsterdam, 3 September, 201417 Living Labs as a Policy Tool for Transitioning New communicational models

18. ENoLL Summer SchoolAmsterdam, 3 September, 201418 Living Labs as a Policy Tool for Transitioning New normative frameworks

19. ENoLL Summer SchoolAmsterdam, 3 September, 201419 Living Labs as a Policy Tool for Transitioning New infrastructures

20. ENoLL Summer SchoolAmsterdam, 3 September, 201420 Living Labs as a Policy Tool for Transitioning Thank you for your attention Jesse Marsh Atelier Studio Associato jesse@atelier.it