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1. Innova no. 8 La Salle · Engineering, Architecture and Management InnovAtIon, A kEy fActor In our futurE CAMPUS 01 Portada.indd 1 7/1/09 11:47:17

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3. EDItOrIAL gENErAtINg VALuE BASED ON kNOwLEDgE Josep Maria ribes Innovation consists of generating value using knowledge. Of past on optimizing costs or on quality, rather they are freed up all the definitions of innovation, this is the one I like the best to think about creating the maximum value. because of its simplicity and clarity. Put another way, innovation Working with models based on open innovation also requires seeks to transform knowledge into economic or social benefit. us to regard protecting property as a key point. Open innova- Despite the fact that the idea of innovation is obviously nothing tion is not at odds with protection; on the contrary, if there is no new, the swift changes in the business environment are making protection there is no control, and this makes it difficult to con- innovation management, that is, the way we innovate, become fidently handle cooperative models of innovation. This point is a strategic factor in any organization, given that ongoing innova- crucial, and even more so for organizations in southern Europe, tion guarantees a sustained competitive advantage. where the culture of cooperative work is not deeply rooted. We This strategic importance has led us to wonder which model of still have a long road ahead of us. innovation is the best. If we examine the past, we call to mind Although it is true that Europe is the benchmark of creating closed models of innovation in which organizations autono- knowledge, it is not the beacon of transforming this knowledge mously generated products and services based on their own into value. The main reasons are most likely the lack of invest- knowledge. Nowadays, however, it is impossible to imagine a ment and organization in innovation systems. Despite the fact scenario that is not based on sharing knowledge. that the EUs goal (Lisbon Agreement) is to reach a level of R&D The models of open innovation are founded upon innovating investment equal to 3% of GDP, currently Spain stands at 1.2%, in networks. In a global setting, there are highly specialized and its goal is a feeble 2%. In contrast, Sweden, for example, partners that are just a simple mouse click away. This ease of invests 4% of its GDP in R&D&I, and it has been working inten- access is what makes it possible and indeed fosters the crea- sively with models of open innovation for years now. tion of R&D networks in which each party particularly focuses Aware of companies sensitivity to the issue of innovation, for on the area in which it has more expertise. These models of some time La Salle has been placing the spotlight on the uni- innovation also foster the creation of products and services for versitys third mission: to transform the knowledge we generate new markets. Precisely this kind of innovation aimed at new into social and economic value. In going beyond the usual R&D markets, called Blue Ocean innovation, is unquestionably the mechanisms to transfer technology to the market, we have also type that generates the best return on investment. risen to the challenge of making our institution an environment When using models of open innovation, we should not fall into that stimulates entrepreneurship. the trap of thinking that companies internal R&D teams are In short, our university model tends towards an ecosystem of any less important. Internal R&D remains vital, but its activ- open innovation in which there is constant interaction between ity needs fine-tuning. Some decisions can only be taken from university research and development groups and entrepreneurs inside organizations: the selection of the best partners for inno- within the university itself and companies that are associated with vation, the integration of R&D performed by the other parties, our institution. Along this pathway that we long ago embarked on, and obviously the R&D that is not available by third parties on balance, involvement and complicity among the public adminis- the market must be performed internally. These networked tration, the private sector and academia is crucial. We are thrilled efforts enable organizations not to focus exclusively as in the to have you as our travelling companions. x INNOVA La Salle - Engineering, Architecture and Management Management Council: Editing and production team: Design and production: NOTE: Both management and the December 2008 President: Miquel Àngel Barrabeig Editor-in-Chief: Fèlix Riera BPMO Edigrup editorial and production team do Vice presidents: Publishing Manager: August Climent Guitard 43, 1r not necessarily share the ideas Legal registry: B-1585-2003 Joan Camps and Ramon Ollé 08014 Barcelona expressed in this magazine. ISSN: 1696-022X Secretary: Fèlix Riera Publisher: Tel. 933 637 840 Likewise, neither they nor the Editorial Board: La Salle Engineering and Architecture Fax 934 108 415 authors accept any responsibility Eulàlia Busquets, Juan Pérez, www.salle.url.edu Email: for either proper or improper use of Joan Claudi Socoró, M. Pilar Torné, bpmo-bcn@bpmo.es the information contained herein. Josep Maria Ribes, Carmen Alcalde, Contributors: www.grupobpmo.com Isidro Batlle, Toni Ponce, Elena Lavagna, Sira Coll, Carles Garriga David Badia, Oscar García, Gabriel Fernández, Llúcia Sanz, Sara Catalán, Lluís Vicent, Richard Herbert, Mariona Ferrer, Simó Graells, Ramon Sangrà Innova La Salle 3 03 editorial.indd 3 7/1/09 11:52:53

4. CONTENTS ¬ Editorial 3 wJosep Maria Ribes, ¬ Opinion 5 wZoran Stancic Deputy Director General for Scientific Advances European Commission, DG Research ¬ Special 6 wJosep Huguet, Councillor of Innovation, Universities and Enterprise ¬ Articles 8 wThe challenges of the audiovisual sector: A future vision wRomain Quidant: Going after light wA new trend in education wCarl Mitcham: Engineers with an ethical bent wEntrepreneurship: A source of innovation wArcadi Pla: The solution to housing problems lies in renting instead of buying wFactor 10 Reductions in CO2 emissions in building wMarnix Assink: Innovation can cost nothing wSustainability, a business opportunity wCaixa Forum Madrid rises up in the epicentre of the triangle of art ¬ Getting to know La Salle 42 wLa Salle wins ISO 9001:2000 certification wGenerating value through technological innovation projects wMedialab, capturing the future wPhillip Kotler: Innovation in project management wLa Salle holds alumni reunion at the Liceu ¬ Technology Alert 53 ¬ Culture and Free Time 55 wBarcelona, the reinvented city wRecommended books wWebsites of interest 04 contents.indd 4 7/1/09 12:06:19

5. OpiniOn Crisis, EurOpEan rEsEarCh and sustainablE innOvatiOn Zoran stancic deputy director General for scientific advances European Commission, dG research What started as a financial crisis has now become a crisis of the whole While this might seem counter-intuitive, several examples in the economy: consumer demand is falling, investments are slowing down, past (particularly in Finland, the US and Japan) demonstrate that an deficits are widening, and unemployment is rising. Globalisation and increase in research spending in difficult times is positive in the long- growing interdependence require common or at least coordinated term. That is what Europe should do as a knowledge-based economy: solutions to mitigate the impact of the crisis. stimulating growth and quality jobs. Evidence from past crises shows how R&D and investments in knowledge A key part of the Commission European Recovery Plan proposal is and innovation usually suffer during recessions. The impact of a crisis the launching of three new public-private partnerships to stimulate can mean a temporary halt or a reduction in R&D spending, a re-prio- both the demand and supply side: ritisation of areas to focus on, and a delay or even an end to important A European green cars initiative, involving research on a broad reforms and R&D strategies. The damage caused by credit constraints range of technologies and smart energy infrastructures to stimulate or lowered investment is felt particularly strongly by young innovative renewable and non-polluting energy sources; companies: those usually engaging in risky projects and relying heavily A European energy-efficient buildings initiative, to promote green on external financing. technologies and energy-efficient systems and materials in new and But instead of reducing R&D, Europe should find a way to step up inves- renovated buildings; and tment in this field. Research and innovation can contribute to mitigate the A Factories of the future initiative, to help manufacturers increasing effects of the crisis and support competitiveness in the longer term, for their technological base through enabling technologies of the future example by tackling the energy and climate change challenge. Research (for example, engineering technologies for adaptable machines and is vital to Europes continuing economic and environmental wellbeing. industrial processes, ICT, and advanced materials). Research and innovation can create new demand, increased production Following the last European Summit, these priorities are currently being and new investments. It can even generate greater efficiency; knowledge discussed and put into more detail by the European institutions. and new technologies that will help Europe to meet its three 20% targets Instead of dwelling on the negative impacts of the crisis, it must be for 2020: greenhouse gas emissions reductions, the share of renewables seen as an opportunity to make a major shift from a resource-based and improvements in energy efficiency. European economy to a knowledge-based economy. A fifth freedom, Tackling the fight against climate change requires more research and the freedom of circulation of knowledge is crucial to achieve this shift. innovation. R&D is an obvious no-regrets option. As Nicholas Stern, This new freedom will need open access, the right framework conditions the author of the famous STERN Report recently said: Let us grow and research infrastructures, cross-border mobility for researchers, out of this recession in a way that both reduces risks for our planet and increased cooperation between businesses, the public sector and sparks off a wave of new investment which will create a more secure, universities, and PPP (public-private partnerships). In Europe, the cleaner and more attractive economy for all of us. seventh Framework Programme (which will invest more than 7 billion This is big business. The world market for green products and services per year) and the launching of several Joint Technology Initiatives are (energy savings, clean transport, water supply, recycling and waste mana- already building the foundations for its establishment. gement) could amount to 2000 billion Euros in 2020 according to the Overcoming the current crisis and accelerating the transition towards International Labour Organisation. In Europe, the Commission has estimated a knowledge based economy are not two different alternatives. They that Eco-industry turnover could amount to more than 200 billion, and are two sides of the same coin: complementing and strengthening that the growth rate of these industries has grown by around 7% over the each other. This crisis can be turned into an opportunity. Our European last ten years. Some 3.5 million jobs depend on Eco-industry. research and innovation policies, together with education policies, can In Europe, we are working hard to fight back in this era of crisis. The help to make a paradigmatic change from a resources based economy European Commissions Economic Recovery Plan, endorsed by Heads to a knowledge based economy. Through research and innovation, of State and Government in December 2008, aims to limit the effects of Europe can face the challenges of solving environmental problems the crisis by boosting demand, protecting citizens from unemployment, or bringing energy efficiency. Moreover, tackling these problems can and restoring confidence in the European economy. It calls for a targeted, provide the basis for new employment, sustainability and higher temporary, and co-ordinated fiscal stimulus of around 200 billion (or 1.5% growth rates in the long term. This is a vision that needs a continuous of EU GDP), within both national and European budgets. Alongside this investment of effort, but which will not come from European funding fiscal stimulus, the Plan provides for ambitious structural reforms to ensure alone. National resources and business will also have to share the that Europe meets its commitments to competitiveness and sustainable burden. In this respect the recent Finnish decision to increase R&D prosperity under the Lisbon Strategy for Growth and Jobs. can be considered as a best-practice. x innova la salle 5 05 opinion.indd 5 9/1/09 09:24:00

6. SPECIAL RESEARCh And InnovAtIon: CoRnERStonES of CAtALonIAS PRoSPERItY the Councillor of Innovation, Universities and Enterprise, Josep huguet, reveals in the pages of this magazine the reasons why research and innovation, in their broadest senses, are the keys to the economic and social development of a community that looks towards the future, like Catalonia. Josep huguet i Biosca, Councillor of Innovation, Universities and Enterprise Research and innovation are essential for the the merits of the regional state model have advanced, cohesive welfare society that lives social and economic prosperity of Catalonia been exhausted and the country enters an within sustainable environmental limits and the quality of life of its citizens, and to expansive growth cycle based on construc- ensure that society is capable of rising to tion and consumption brought about by A shared responsibility the challenges of globalisation with new demographic growth. The NRIP is focused on and affects Catalonia countries joining the market economy; There are many challenges before us, and in its regional research and innovation system, an increase in the world population; the heavy reforms are needed to rise to them. One yet neither the pact nor its stakeholders are energy, environmental and food crises; ethi- of the strategies for addressing this change is isolated. Universities, political parties, com- cal debates on scientific and technological the National Research and Innovation Pact panies and business associations and trade advances and the shift from a traditional (NRIP), the roadmap to make Catalonia a unions, in conjunction with the government economy to the economy of knowledge. We cutting-edge country and ensure high levels (Generalitat), are the core agents for the are also at the end of a cycle in Spain, as of productivity, high-quality jobs and an development of the NRIP, which involves other stakeholders as well to differing degrees. The NRIP began to be developed in late 2007, and more than 700 people have somehow been involved in drawing it up. The NRIP also has a Permanent Committee of Experts. After being approved by the government last July, the Department of Innovation, Universities and Enterprise has sought agreement with the other stakeholders involved, such as universities, management associations and trade unions. At the cutting edge in Europe The goal of the department that is spear- heading this initiative, the Department of Innovation, Universities and Enterprise, is to ensure that the social and economic development of Catalonia be among the most advanced in Europe. To achieve this, research and innovation must become a real, ongoing priority on the political, social and economic agendas of the country and its stakeholders. The overarching goal is to make Catalonia an international pole among the best in Europe and a benchmark in the The Councillor of Innovation, Universities and Enterprise, Josep Huguet Mediterranean by 2020. 6 Innova La Salle 06-7 Esp Huguet.indd 6 7/1/09 12:34:05

7. SPECIAL there are eight challenges facing nRIP in order for it to achieve this future vision: First, to have better scientific, innovative and entrepreneurial skills, with the competencies and critical mass needed. This must come from the universities, with sound academic curricula taking advantage of the Bologna process and the adaptation of the European Higher Education Area. We must also promote talent-recruiting programmes such as ICREA (Catalan Research and Higher Education Institute). Second, to develop and maintain a high capacity to generate and value knowledge, what is called knowledge transfer. That is, the knowledge at universities must be transferred to society. Catalonia has 7,000 university professors who teach, research and transfer their knowledge. They are outstanding human capital. We have to extract their value and ensure that the research is transferred to society, in short, that it creates a market. the overarching goal is to make Catalonia an international pole among and implement joint actions to spread them to ACC1Ó, the outcome of a merger between the best in Europe by 2020 society and to put them high on the agenda in CIDEM and COPCA. the political, social and economic spheres in And eighth, to invest more and better in Catalonia. Sixth, to focus and prioritise research research and innovation in both the public Third, to systematically innovate as the basis and innovation towards where it will add the (one-third) and private (two-thirds) sectors. of productive activity and social and public most value in the future. This fits in perfectly This point must be further fleshed out, know- action. This is what is known as pull, as enter- with the current economic situation, which is ing that the state must help Catalonia if it prise and the public sector pull in research the first major upheaval in the globalisation wants to make the rankings. We should bear to get added value from it. SMEs must join model, posing huge economic and social in mind that Catalonia accounts for 25% of this effort, companies in the services sector challenges. This should also be joined with the scientific production, 40% of the patents must spearhead innovation and multinationals the structural changes in Europe, especially in and 50% of the investment in innovative must make Catalonia their platform for R&D. Catalonia, such as the ageing of the popula- companies in Spain. The public administration must also act as a tion, migration, health, security and free time, To make Catalonia a country with possibilities, tractor of innovation. among other issues. Catalonia has to decide we must attain high levels of progress and Fourth, to think, be and work globally in research what its strong points are and detect the chal- welfare and adopt a vision that is shared by and innovation; to guide and implement joint lenges facing it in order to emerge stronger all the economic and social stakeholders that internationalisation; and to strengthen the after the current economic crisis. puts research and innovation at the core of all capacity to affect and forge strategic inter- Seventh, to adopt a governance of the research socioeconomic action. Only along this pathway national alliances and platforms. and innovation system that is intelligent, shall we make the Catalonia of 2020 remain a Fifth, to ensure that science, technology and efficient and effective. The Department has leader in certain economic sectors and a full innovation permeate Catalan society; to guide already begun to do this with the creation of member of the knowledge society. x Innova La Salle 7 06-7 Esp Huguet.indd 7 7/1/09 12:34:40

8. ArtIcLeS the chALLengeS of the AudIovISuAL Sector: A future vISIon In addition to the gradual implementation of dtt (digital terrestrial television) in Spain, the audiovisual sector is on a constant quest for new formats and means that exploit all the possibilities of digital technology. We talk about the future with representatives from some of the most prominent companies in the sector. By Abel ubach / Photos: © Marc guillén and diego Muñoz, BPMo Photo Internet also opens up a host of possi- bilities for information suppliers, includ- ing creators, producers and distributors in the audiovisual sector. Spains audiovisual sector, just like the One of the challenges that the sector is ones in other countries, is at a crucial currently facing and will continue to face juncture from the technology stand- in the future is the implementation of point, due to the transition from analogi- DTT. Currently, according to figures from cal to digital that will culminate (and also Digitalisation does not just mean an the Spanish Ministry of Industry, Tourism usher in a new stage) in April of 2010 extraordinary rise in the amount of infor- and Trade, there are now more than five with the so-called analogical black- mation and audiovisual contents that million homes connected to DTT (33% out. The impact of this conversion is citizens receive, but it also allows more of the total), although 10 million homes not merely technical (the transforma- operators to produce and distribute have access to digital DTT channels via tion and creation of new networks) or this information. For example, while the one of the platforms around, including economic (entry of new operators on the cable TV networks, with their analogical cable and satellite TV. playing field, replacement of antennae broadcasting techniques, can only carry Other vital concepts include multi- and receivers), but rather it also affects around 30 to 40 channels, the digital programmes, interactivity, video on the advent of new services, new busi- cable networks have hundreds of chan- demand, and the appearance of PVRs ness models, the new generation of con- nels, interactive services, voice teleph- (personal video recorders), which foster tents and the creation of new supports. ony and broadband Internet access. the personal consumption of the new 8 Innova La Salle 08-12 EstatSectorMedia.indd 8 8/1/09 10:10:42

9. ArtIcLeS audiovisual contents. Nor should we lose sight of the expectations of the new television services on mobile devices, which allow users to watch TV on port- able receivers in motion with extremely low battery consumption. The sector is also pending the future General Audiovisual Law, a regulation that is to transpose the EU directive and define fundamental factors such as the role of advertising in the public media, the concessions system, production broadcast channels requires a overall quotas in co-official languages and the re-conception, and advertising is not up creation of the State Audiovisual Media to the task. Every day it is less certain Council, which must ensure contents about investing in TV in such an atom- and child protection. technology evolves very quickly: there ised sector. Advertising is more effective Finally, hovering over the sector like a are new technological developments in a scenario of mass consumption by shadow is the issue of piracy, a blight every six months. With regard to the large audiences, but fragmentation can that affects all the links in the audiovis- future vision, he adds, we do not have have a serious impact on the effective- ual chain which the sector must combat a global vision, we are still working with ness of advertising. with the aid of the government and the scheme of adapting what we already Yet despite this confusion, the Spanish awareness-raising actions. have to new windows, instead of seeing audiovisual sector feels that it is up to the To talk about these issues, Innova inter- that each window needs to be treated challenges facing it. At least that is what viewed four representatives of compa- differently. The goal is not to offer little Pedro Mier claims. We have a power- nies that play a key role within the sector: crumbs of contents that we already ful, capable audiovisual sector in Spain; Jaume Roures, Chair of the Mediapro have, but to focus them in a different we have wonderful producers, first-rate Group, one the most important produc- way, because the youngest audience, technology suppliers on an international tion companies in the sector in Europe; which uses Internet more than anything, level, very good content generators, etc. Eladio Gutiérrez, Chair of the Impulsa is looking for more than just a nutshell Now the challenge lies in taking advan- TDT platform and Director of RTVE Dig- version of what were already doing. tage of all these opportunities, although ital; Pedro Mier, General Manager of we in Spain dont always optimise our MIER Comunicaciones (TV broadcast capabilities, either because of a lack of networks) and Chair of the eNEM tech- technology evolves knowledge, a lack of information or a nology platform; and José M. Insenser, very quickly: there are new sort of longstanding gape-mouthed atti- Chair of SIDSA (manufacturer of semi- technological developments tude, which though less common nowa- conductors for digital television systems every six months (J. roures) days still exists. and broadband access). the potential of dtt technological advances Eladio Gutiérrez agrees that there is If there is one thing that is clearer than cause confusion an enormous technological revolution the others, it is that of all the options avail- The future of television in Spain is uncer- which the media are not yet respond- able, DTT is the one that already has a tain, as the technological revolution is ing to; they are coming upon technology concrete horizon: April 2010, when this moving so quickly that it has occasion- that they dont know how to use. With new technology will fully replace con- ally caught the stakeholders in the audi- regard to the future atomisation of the ventional analogical TV, paving the way ovisual sector, the media and contents range of channels available, he is pes- for more TV channels, better quality and companies off guard. Along these lines, simistic about advertising. The linear the possibility of including interactive Jaume Roure believes that companies in conventional media model is becom- services that enable viewers to partici- the sector are trailing behind because ing depleted because the multiplicity of pate actively. However, the sector is still Innova La Salle 9 08-12 EstatSectorMedia.indd 9 8/1/09 10:10:52

10. ArtIcLeS ceive watching digital TV as practically the same as watching analogical TV, they wont be interested in the change, but if they view it as a novel change in watch just a regular news programme. terms of the quality of the contents, then Plus, since developing contents is quite they will. expensive, if there is not a mass con- thinking about how to exploit the poten- sumption market it makes no sense to tial of DTT to the utmost once it is perma- Mobile and high definition tv make channels for just a few thousand nently instituted all around the country. Precisely this statement by José M. people to watch. To Eladio Gutiérrezs mind, DTT offers Insenser opens up yet another dilemma Pedro Mier sees this as a tricky issue, major opportunities for interactivity, but about the new contents in the digital and he believes that these concepts we have not yet exploited its potential age, as some people advocate having are not opposing but complementary. to the max because the technology is the new media and devices offer viewers not sure enough in some cases, and we new formats, while others prefer to keep have to overcome these initial phases the bulk of the general contents that If there is not a mass which pose difficulties, such as with the exist today. Eladio Gutiérrez upholds the consumption market it makes no return channels. Were still at the start- latter stance. I think that general con- sense to make channels for just a ing gate. tents will continue being central, as is few thousand people to watch Likewise, José M. Insenser believes the case of Imagenio and Ono. I dont that the problem is often how all these share what some people say that mobile advantages and the transition to the dig- television needs radically different con- I think that there are contents, like ital scene are conveyed to end users. tents; mobile TV has to have general the news, that should stay the same DTT is a revolution from the technologi- contents, and then of course some (although adapted to the format of each cal standpoint, and users have to feel more specific niche contents. But when support), but it is also true that there this. The problem is that this profound youre travelling by train you also want to will be micro-shows to watch on your revolution hasnt reached users yet. So mobile on a short bus ride, for example, what do we have to do? Well, we need or a nature documentary, or a music a more effective communication policy concert, which will require applications so that users perceive the added value adapted to each of them, either mobile of these new technologies. If users per- or high definition TV. There is room for everything; theyre complementary, not alternative, situations. With regard to intelligent contents which are adapted to the new needs, Jaume Roures says that efforts are already underway at Mediapro and the i3media consortium, the latter also led by this large communications group. We are working on contents for TV in which, just like with the computer screen, you can click to get further infor- mation. For example, if youre watching a cooking show, you can see the recipe, the ingredients, etc. In short, the goal is to foster interactivity. 10 Innova La Salle 08-12 EstatSectorMedia.indd 10 8/1/09 10:10:59

11. the product, and you have to go to see ArtIcLeS films at a movie theatre. Weve been producing in high definition since 2004 for Japan, the United States, Germany, England In Spain, the government still doesnt see the potential for this information constantly and anywhere, development, and what some operators even if you change location or receiv- here do is only for show. This should be ers. In addition to all this, it should be driven with the process of DTT-isation doable with good quality management within two years time, and it remains to and capabilities. And this new paradigm be seen how we include high definition opens up a series of difficulties in terms in this process, perhaps using for-pay of the dissemination network, manage- formulas. I dont know. ment, contents, speeds, etc. convergence, ubiquity and mobility the fight against piracy Where there are indeed unanimous In Spain, piracy is a widespread prac- And since were on the topic of high criteria is in the characteristics that the tice. Our country is far above the Euro- definition, it should be said that it is a new terminals will have to have within pean average in terms of the piracy of technology that many people are also the next few years: the convergence of intellectual property in the audiovisual backing. José M. Insenser is one of functions in a single terminal, mobility market. According to figures from the them. We believe in high definition and the ability to receive data at any time Federation to Protect Intellectual Prop- TV, but taking advantage of the cur- and any place. This is how Eladio Gutiér- erty (FAP), in 2007, 240 million films rent installations; this shifting between rez sees it. I think that in the future and 14.8 million videogames were ille- antennae and repeaters cant be done TV will be watched on any device, any- every five years. We are also backing where and at any time, and I also think TV via Internet (IPTV). In the case of that its going to follow the same patterns Mediapro, they began to work with of personalised consumption for each high definition technology some time user, just like what has occurred with ago, and according to Jaume Roures, telephones. And quite similarly, Pedro they will continue to do so as long as Mier summarises what users will need in the product retains high quality levels the digital age: We will need to receive in its dissemination. Why make high increasingly rich and complex contents definition film if later people consume generated by both the large broadcast it on a computer screen? Everything is media and other people (P2P), as well related to the quality and orientation of as a system that allows us to receive MAc: ProxIMIty teLevISIon ¬ The Audiovisual Market of Catalonia (MAC) is a common venue that houses a technology trade fair and a contents market, and it is where the most important novelties in the proximity sector are debated. MAC sets the trends due to its focus on merging contents and technology in a single area, as well as for being a trade fair aimed at technology companies that provide services to medium-budget televisions. One of the main features in this ninth edition, held in late May in the Catalan city of Granollers, was the gradual implementation of Local DTT. ¬ www.audiovisualmac.com Innova La Salle 11 08-12 EstatSectorMedia.indd 11 8/1/09 10:11:18

12. ArtIcLeS gally downloaded, in addition to around 40 million films sold by illegal street ven- dors. This has led to losses of around 1,100 million euros for the audiovisual and videogame industries, as well as 20% fewer moviegoers. Jaume Roures views this as a huge problem, yet he does not see a clear solution. I dont know what the solution is. In any case it is a problem that should be solved by the government. In France and England they cut off the servers that participate in piracy, and they should do something similar here. In the end, this works in favour of tel- ecommunications companies because the IMPerAtIve to InnovAte it generates a great deal of network consumption, but they should also help the four individuals that Innova interviewed are all professionals at leading companies because if not the goose with the golden within the industry, and to them innovation is not just another characteristic, rather it is egg will perish. an utter priority if they want to remain on the cutting edge in the Spanish Av scene. ¬ Pedro MIer ¬ JoSÉ M. InSenSer In the uS, if you begin to Innovation is Without constant broadcast illegally on the radio everything, its life innovation youre not or tv, you go jail. Why are we any itself, its part of our going anywhere in such different in Spain? (e. gutiérrez) everyday activity, a competitive industry its like riding a as this one. It is our very bike: you cant stop pedalling. Its part strategy, since our added value is based on Eladio Gutiérrez is also concerned and of what we do and is clearly part of our manufacturing chips and systems that can vehement about this issue. In the business strategy. differentiate us from the competition. And United Kingdom, telecommunications this differentiation can only come with new inspectors go around in cars and with ¬ JAuMe roureS ideas. We have to be the first ones to patent technical devices to detect all illegal (explaining the standards in order to later turn them into broadcasts, and if necessary, they cut source of his interest innovations quicker and more cheaply than illegal antennae. And in the US, if you in innovating) the others. begin to broadcast illegally on the radio I come from a or TV, you go jail. Why are we any differ- school, namely TV3, ¬ eLAdIo gutIÉrrez ent in Spain? he wonders. He goes on which has always made an effort to be It is simply obvious, to state that the solution lies in the future on the cutting edge in terms of both since Im at the helm Internet download fee. Right now, 80% contents and technology. Now were of the Impulsa TDT of the downloads are done by 20% of pioneers in high definition, and our platform, plus I am still Internet users, in other words, some pay engineering firm, Unitecnic, is always working at RTVE Digital, for others. I think that in the future there in the vanguard in integrating systems. two ambitious projects that necessarily is going to be not a flat fee but fees per I can state that we are always at the entail a major effort and capacity to download speed; it already works this forefront. innovate in order to move them forward. way in the USA. x 12 Innova La Salle 08-12 EstatSectorMedia.indd 12 8/1/09 10:12:40

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14. ArtIcLeS GoInG After LIGht romain Quidant is 32 years old. he is french but speaks Spanish and catalan far too well to have arrived in Barcelona in 2002, shortly after You were a sensation in your country the Institute of Photonic Sciences of Barcelona (Icfo), where he at the turn of the millennium. What happened? works, was founded. According to Quidant, Lluís torner, director of the I was quite successful in France because Institute, convinced him to sign up for the project that had just got off of my doctoral thesis on nanophotonics. It examined the use of specific materials to the ground. he had four other tempting offers from major european design very small optical circuits and was research centres, but he came here and has never regretted it. recognised as a major step forward. After that you were looking for By Javier López somewhere to go and work in job that Photos: © Lluís Bernat, BPMo Photo would allow you to keep growing. You ended up in Barcelona. But it was a tough decision. I wasnt sure at all; I had other really good job offers. So why did you choose it? Because the Institute of Photonic Sciences of Barcelona gave me the chance to work on a scientific research project along with the means to work properly. The Institutes model is inspired by American centres but adapted to European conditions, and this enables it to compete internationally with secure guarantees. Why photonics? Why did you decide to devote your life to it? Doctoral students almost always find themselves working on subjects for rea- sons beyond their control. Encounters with other professionals and experi- ences conduct you to a given subject I arrived at it through no decision of my own. What attracted you to light? It is an issue that about ten years ago I saw might have major consequences for an entire array of very different disciplines that have an impact on society. I was also motivated by the fact that it was a science that was just getting off the ground in which much research still remained to be done. But I was mainly attracted by photonics potential in cutting-edge technology appli- cations and medicine. 14 Innova La Salle 14-18 Ent RomainQuidant.indd 14 9/1/09 09:25:01

15. ArtIcLeS A question for dummies: ment. Ill give you two examples. At the Thats really amazing. But what role does What is nanophotonics? Institute we are working on a lab-on-a-chip. nanophotonics play in this project? It is the study of the interaction of light The goal is to create a laboratory that can Moving things by applying optical forces. (photons) with amounts of nanometre- perform blood tests and check-ups on a chip You can use the force of a laser light sized material. A nanometre is equivalent measuring around 1 cm x 1 cm. With this source to move small elements over given to one-billionth of a metre. This scale opens size, the lab could perform all the functions surfaces; this is what we call optical tweez- up a whole new type of physics to study. needed to perform a whole host of analyses ers. Moving, isolating biological elements Studying the interaction of light at such a with just a single drop of blood. and putting them on the chip in the right small scale was what attracted me. place, and later using light again to make It sounds like magic. an analysis where the isolated elements What applications does What now requires an entire laboratory and are. Light can act in various stages of nanophotonics have? several technicians could be reduced to a this microchip. Nanophotonics has applications in a wide single device 1 cm large. This is something variety of areas. For example, it can con- that could be taken to developing countries So when will this be a reality? tribute to miniaturising optical devices. to perform medical check-ups where few Whenever you develop a new device Someday nanophotonics may be combined resources are available. it is costly, because you come upon a with microelectronics, and perhaps in some cases even replace it. For example, instead of having a chip in your recorder that works with an electron current, light (photons) might be used as a signal instead. That would be called a photonic chip. Attracted by photonics potential in cutting-edge tech- nology applications and medicine. What are the advantages of photonics? One of them is the operating speed. Other experts think that nanophotonics might make things even smaller. Even smaller?! There are predictions that Moores Law, which says that the number of transistors that can fit on a chip doubles approximately every two years, will reach a limit imposed by physics. But nanophotonics suggests other ways based on the use of photons to create even denser, quicker chips. In this project, we have been working with La Salle for three years, and we have a student who is doing his doctorate on this topic. Photonics also has major consequences for medicine, right? With nanophotonics you can help to develop medical projects in both analysis and treat- Innova La Salle 15 14-18 Ent RomainQuidant.indd 15 9/1/09 09:25:05

16. ArtIcLeS vast number of difficulties that require And what do you aim to accomplish institutions, like the Cellex Foundation, constant redesign. Once all these difficul- with these reactions? which is financing part of the research ties are overcome, actually producing The idea is to use it as a method for fight- without any vested interest of their own. the device is not so costly, even if its a ing cancer. The procedure would consist very complex invention, like microelec- of injecting the nanoparticles inside the Youre also working tronic chips, which are manufactured body of the ill person. Thanks to recogni- on a third major project on a production line. We calculate that tion molecules, the particle localises and Right, nanophotonics in green energies. the fingertip laboratory might be possible recognises the area damaged by cancer. We want to use nanophotonics to make within 10 to 15 years. It sticks to or settles on the damaged more efficient solar panels, that is, to area. Then, from outside the body, light optimise the conversion of solar light into What other projects are you working on? is applied to induce the resonance of the electrical current. As you can see, even We are working on a very interesting con- plasmonic particles. The plasmonic nano- though all of our projects involve basic cept: plasmonic oncology. Plasmons are the source locally destroys the diseased cell research, their purpose and contribution extraordinary properties of nanostructures until the cancerous tumour is gone, without to society are at the core. They touch made of noble metals like gold and silver. having affected the healthy tissues the way citizens and their problems directly. When you send light to these particles, they aggressive treatments like chemotherapy display optic resonances that make the par- do, as they destroy not just the cancerous What is the power of nanophotonics ticles act as very intense light sources, even cells but also the tissues around them. We all over the world? though they are small. They also become are working on this project thanks to the It is between the United States and Europe. heat sources. sponsorship of exceptional individuals and The Americans have understood that it is 1 cm 1 cm 16 Innova La Salle 14-18 Ent RomainQuidant.indd 16 9/1/09 09:25:08

17. ArtIcLeS something with a great deal of potential impact and have invested a great deal of resources. Still, Europe has a very high level. It would not be erroneous to say that the Americans are the bosses, but we compete with them shamelessly and unabashedly. What is one of your workdays at the Institute like? The good thing about this job is that you never do the same thing twice; things are constantly changing. I supervise a 12-person team. I talk with the researchers on each of the projects every day and try to spend time with each of them in order to solve the problems they have come upon. That is the most interesting part of my job. A scientists job is also based on seeking funding, finding entities that will back your projects. Whenever you develop a new device it is costly, because you come upon Once it is published, you can see your working at the Institute. My team is also a vast number of difficulties that reward. That part gives me satisfaction characterised by its creativity and capacity require constant redesign because it counterbalances the huge efforts for teamwork and ability to spur themselves needed to complete research projects. on to overcome problems. The dark side of science. Your brain must be brimming with ideas. Are there any Spaniards? Its the part nobody knows about! But I often have the best ideas outside of work Yes, we have some. The ICFO has excellent its very important, because to compete in my everyday life. I think that this proves visibility internationally, and the other day internationally you need resources, espe- that to be creative you have to have a this was driven home to me in a talk I gave cially to compete with the United States very stimulating life and be active outside in California. This visibility enables us to and Japan. the workplace. This is a very personal attract people from all over the planet. opinion, but I think that everyone also In the world of science, the mobility of What do you enjoy the needs time to disconnect from their job researchers is very important. In the case most about your job? because sometimes that disconnection of Spaniards, our goal is for some of the What I like the most is the creativity. I leads you to great ideas. best who have completed their training think that somehow its very comparable abroad to come back here to work. with what an artist must experience. I also What is the profile of enjoy it when I get some degree of visibility the people on your team? Lately theres a buzz in the for our projects. I like to publish articles Very international; seven nationalities scientific community about invisibility. in specialised journals and present our work together. This is a reflection of what What is your opinion? advances at international conferences, the Institute is: professionals from all over The famous articles that were published because this is what enables you to dis- the world. We are all passionate about in Science magazine proposed a theo- seminate your work with the community. our profession; thats a prerequisite for retical concept of invisibility and then Innova La Salle 17 14-18 Ent RomainQuidant.indd 17 9/1/09 09:25:11

18. ArtIcLeS performed an experiment that resulted roMAIn QuIdAnt in some favourable elements. But were Romain Quidant, born in 1975, received still light years form seeing anything like M.Sc. (2000) and Ph.D. (2002) degrees what Harry Potter does with his magic from the University of Burgundy in Dijon cape. (France) in laser-matter interaction and nano-optics, respectively. Since 2002 Can you explain the he has worked in Barcelona at ICFO-The concept of invisibility? Institute of Photonic Sciences within the As people understand it, invisibility means field of plasmon optics. In 2006, he was there is an object, and then the light that appointed junior Professor and group shines on it is diverted from its path, goes leader of the Plasmon Nano-Optics group around the object and then behaves the at ICFO and ICREA researcher. His team same without anyone noticing that it has investigates how surface plasmons can crossed this obstacle. The visual infor- be used to revisit different aspects of mation reaches the brain because light conventional optics and extend them interacts with the objects around it. If you beyond the diffraction limit. can make light go around an object without interacting with it and then return to its path and behave just like before, you achieve invisibility because this visual information does not reach you. The object is there, but you dont see it. This is the main concept behind invisibility. In our society invisibility might be used for security, allowing us to create invisible cameras in banks or on the streets What might invisibility be used for in our society? In our society it might be used for security, for example, allowing us to create invisible cameras in banks or on the streets. It also has many military applications. You can make tanks invisible to the enemy. The American army is sinking money into this. I dont know if Europe is too What is your professional dream? To keep working in biomedical applica- tions. There is a great deal of potential, and Im motivated by the fact that it is a noble cause, that it involves projects that can help people. x 18 Innova La Salle 14-18 Ent RomainQuidant.indd 18 9/1/09 09:25:15

19. A new trend In educAtIon ever since Internet stormed onto the scene, educational models have undergone a major change in their learning systems. e-learning allows students to interact and cooperate online, but to do so new software tools are needed. Some of them, based on platforms such as Moodle or Sakai, are already open source. By Abel ubach and Lluís Vicent Photos: © diego Muñoz, BPMo Photo Constant empowerment and continuing processes that exploits all the possibi- tors, which was held at the same venue. education are increasingly important lities of distance learning. These pro- The top worldwide experts in the field buzzwords in todays society. And now grammes, called LMSs (Learning Mana- of Learning Management Systems were in the age of information, Internet and gement Systems) were the focal point invited to this congress. First of all, e-learning, they have become key tools of the conference on Virtual Campuses Martin Dougiamas participated from that facilitate this constant educational Australia via videoconference. He is process. The appearance of Internet in the leader of Moodle, the most popu- education has made it possible to take the appearance of Internet lar open source platform in the world. a major leap forward in education and in education has made it Charles Severance was physically pre- the transfer of knowledge by changing possible to take a major sent; he is the mastermind of the Sakai the very cornerstones of the learning leap in the transfer of knowledge project, another distance learning open process thanks to interactivity, student- source platform backed by such pres- to-student and student-to-teacher com- tigious universities as Stanford, MIT, munication, and multimedia platforms. held last April at La Salle, in the wake Michigan, Cambridge and Toronto. The To promote this revolution in Internet- of the momentum created by the First debates and round table discussions based education, software has been International Congress of Information were moderated by Lluís Vicent, Coordi- created based on these new learning and Communication Technology Direc- nator of Combined Distance / Classroom Innova La Salle 19 19-21 Plataformadeestudios.indd 19 8/1/09 10:19:16

20. ArtIcLeS Programmes at La Salle. Magí Almirall, which the majority of institutions jumped As for the juncture in which e-learning is Director of the Office of Educational on the e-learning bandwagon. At the right now, Severance said that we are Technologies at the UOC, and Marc dawn of the 21st century, freeware pro- still at the beginning, everything is yet Alier, professor at UPC, were two of its jects did not go unnoticed by developers to be done in the learning process, as participants. working in e-learning, and thus the first he believes that many institutions have open source LMSs began to be created, remained trapped in a cycle of buying Evolution in learning systems such as Dokeos, Atutor, Claroline and programmes and simple systematisa- The first subject discussed was the pre- especially Sakai and Moodle. tions that do not help innovate in this vious stage in distance learning. Before area. This is not the case of La Salle, an the revolution brought about by the The example of Sakai institution that the leading expert from advent of Internet, there had already In a recent interview, Charles Severance Sakai took the time to praise. We have been Computer Based Training, or CBT said, in relation with his platform, that worked and cooperated with La Salle (entertainment supported by computing the figure of the teacher is still necessary several times, and its efforts in combined equipment), such as flight simulators for in distance education. He stated that the distance-classroom education is prai- pilots. However, this entailed individual advent of Internet did not change this, seworthy, because the type of degree as opposed to collective learning, which although it did modify the teachers role. programmes its offers, such as engi- is a hallmark of the new methods that neering, are not easily transferable to encourage learning from ones fellow non-classroom models. Because of this, learners. In the 1990s, many institutions At the dawn of the 21st century, it has created specific systems and pro- set out to programme tools that would freeware projects did not go grammes that truly help both students facilitate a given model of cooperative unnoticed by developers working and professors work together virtually. learning. Almost all of them had certain in e-learning features in common, such as shared Made-to-measure, commercial documentation, discussion forums, the and open source software first chats, bulletin board or news ser- Whereas before the teacher was the sole After that, the three current e-learning vices, email and calendars. This is how conveyor of information, now they have solutions for for educational institutions the La Salle eCampus was born. The become a sort of orchestra conductor who were debated: in-house platforms, com- first commercial LMSs appeared at the must direct, set the pace, guide and focus mercial LMSs and opensource LMSs. end of that decade, including the wildly students attention on the topics they Each one has its advantages and disa- popular WebCt and Blackboard, with regard as essential, Severance stated. dvantages. In-house platforms, like InterVIew wIth LLuÍS VIcent, copies to multi-copies, photocopies and coordInAtor of coMBIned dIStAnce- finally to uploading documents on Internet. cLASSrooM ProgrAMMeS At LA SALLe But above all, and this is the most impor- what does the arrival of Internet mean to tant change, it has facilitated communica- the process of education and learning? tion among the members of the university From the ancient world until barely 20 community, a communication that formerly years ago, probably the only changes that only took place face-to-face. had taken place in education were limited to making it more open and democratic. how did La Salle adapt to this revolution? However, blackboards, paper and pens had We started combined distance-classroom really not triggered any revolution in the based programmes back in 2001 with ways of teaching or learning. the Telecommunications Engineering pro- Internet has facilitated a variety of proc- gramme where we were pioneers in Spain esses that already existed in traditional and the Computer Science programme. teaching, and we have shifted from manual Today we have around 500 students from all 20 Innova La Salle 19-21 Plataformadeestudios.indd 20 8/1/09 10:19:29

21. ArtIcLeS The challenges of Bologna Based on the European educational reform known as the Bologna Pro- cess, educational institutions must create a unified degree system that fosters exchanges of students and professors. This is requiring schools to revamp their curricula, take multi- culturality into account as a reality and deal with language barriers. However, it also requires university students to be not just knowledgeable about their field but also competent in work and personal skills such as teamwork, leading groups, using quality criteria, having the skills to analyse and syn- thesise information, communication skills and so forth. what La Salle has, are made-to-measure one that comes with technical support. For participants at the congress, this based on the customers needs (at La However, they must always adapt to the poses a challenge for university pro- Salle, graphic forums have been created software and cannot create custom- fessors who must plan their syllabi for the engineering programmes, where designed programmes. Finally there is and evaluate these new skills. To do contributors can now draw instead of open source software, which allows for so, simple software tools must be only write). However, the institution has a combination of these two concepts: created that allow students to deve- to be able to afford the maintenance and there is an LMS that can be maintained lop and prove that they have acqui- development costs. via computer, but since it is opensource, red these skill sets. These tools, used In contrast, commercial software is the applications can always be modified in an online setting, may include ideal for institutions that cannot afford or functionalities added, which means portfolios and learning design or to develop their own and that want not that each institution can personalise evaluation specifications, such as just a comprehensive product but also them to meet its needs. the famous QTI. x over Spain registered in combined distance- grammes, just like the other technical degree transform the educational and learning classroom programmes, and next year we are programmes, are especially tricky to adapt to process. Within education, which is always opening up two new masters programmes combined distance-classroom learning. As a evolving, there is the traditional behavioural based on this type of combined learning. result, we have had to make a more concerted method, where the teacher conveys knowledge effort and have managed to successfully com- directly to the students, and this is now done what type of software tools do the La Salle bine contents in different formats (html, PDF, by uploading study documents and material distance education programmes have? audio, video) with interactive, cooperative and onto Internet. However, the communicative The advent of Internet in education has synchronic communication. We also use virtual possibilities of Internet also make other enabled the so-called LMSs, or Learning blackboards for scientific writing and have educational theories possible, such as con- Management Systems, to be created. This is virtualised the software labs. structivism, in which learning takes place via a type of software that allows documentation the teachers knowledge coupled with each to be shared, classmates and professors to how do you think LMSs students experiences (before and during the communicate, certain evaluation tasks to be will evolve in the future? process). That is, cooperation with classmates performed and marks to be managed. In the I think that they are going to perform much is essential when doing projects and discov- specific case of La Salle, the engineering pro- better, especially in terms of the ability to ering and furthering knowledge. Innova La Salle 21 19-21 Plataformadeestudios.indd 21 8/1/09 10:19:44

22. ArtIcLeS eNGINeerS WItH AN etHIcAL BeNt Defined as one of the leading philosophers of technology worldwide, carl Mitcham taught a course called engineering as an ethical practice, which was divided into two sessions and held as part of the La Salle Business engineering School. By Marta Olivé Photos: © Diego Muñoz, BPMO Photo What are the main changes that and my main goal is to give a broad his- engineering has undergone in recent years? torical overview of the evolution engi- Engineering is undergoing major chan- neering has undergone from the ethical ges in its original concept, leading me standpoint. So I explain that from the to think that both engineers and other start engineers have always viewed their members of the engineering commu- job from the ethical standpoint without nity will also have to reconsider this taking money into account, as they were concept. From the standpoint of their simply doing things well, but now the job as problem-solvers, engineers have concept has changed, especially in the to go one step further and also become past 200 years. Starting from this foun- problem-seekers. With this, I mean that dation, I try to give a quick survey of the engineers have to receive an education development of ethics in engineering that reaches far beyond technical sub- and provide a bit of pedagogical help to jects, like physics and chemistry, and professionals who dedicate their careers they will have to know more about the to teaching. society around them and the social set- ting in which they live. I am especially happy with the Are these problems the same here type of conversations we have in Europe as in the United States? had in these sessions at La Salle In some cases they are and in others and for everything Ive learned they arent. For example, one case in from the participants which the problems are exactly the same is the environment and global climate change, coupled with energy produc- How did the participants react tion and the consumption of goods and to these new ideas? services. I think that this issue should I think very well. In fact, one of the rea- be reconsidered on a global scale, and sons I like teaching is because I also even though it might seem a bit radi- like learning. As a result, I value these cal, it might be necessary to promote sessions in the sense of what I learn, an engineering of de-producing instead although it seems like I should value of not just about producing things. This them for what I teach. This is why I am option would surely help us to produce especially happy with the type of con- less and therefore to build not larger but versations we have had in these ses- better, quicker and more simply. sions at La Salle and for everything Ive learned from the participants. This also Given this, what is the main goal explains why I dont like talking about of the course you taught at La Salle? students, rather the ultimate goal of the It is a professional development course sessions is for all of us to participate which focuses on ethics in engineering, and learn together. 22 Innova La Salle 22-23 Ent CarlMitcham.indd 22 9/1/09 09:26:24

23. ArtIcLeS Why did you begin to work with La Salle? ting a new programme entitled The Talking about future projects, what is This is the first time Ive been at La Engineer of 2020. The goal is to try to Carl Mitcham currently working on? Salle, and the reason is that last year I imagine what the ideal engineer in 2020 I am currently working on two fairly met Ramon Ollé, executive president would be like. Also, around four years different projects. First, Im trying to of the BES, when I was visiting profes- ago they drafted a report by the same write a book that would examine religion sor Josep Esquirol, who had invited name in which they focus on the visions and technology, while Im also working me to give a talk at the Autonomous of the future of our field, and if you read on another book with a colleague, this University. I was introduced to him and it, BES is already putting into practice one on science, technology and ethics. was very impressed because if there is some of the things they suggest that I am also developing a programme on anyone who is trying to reframe engi- should be done. humanitarian ethics to conduct at my neering, its Ramon. What hes trying university. x to do at the BES is very interesting, Could you give an example of one of and for this reason when he invited these suggestions that BES is already A NeW cONcePt OF eNGINeerING me to come I didnt want to let the putting into practice? In the two days it lasted, participants chance slip by. After the experience, For example, one of the things that the in the course taught by Carl Mitcham I am very encouraged by what Ive report mentions is that engineering were able to discover the keys to learned about what La Salle is doing. has to be much more closely related to engineering viewed as an ethical The truth is that Im very grateful for entrepreneurship. And precisely this is practice. On the first day, all three the opportunity and for having been also Ramon Ollés vision, as what he is sessions focused on the historical so warmly welcomed. Plus, I love the doing via BES starts from the assump- evolution of the profession of city of Barcelona. tion that engineers need to know more engineering and ethics, while the four about the social setting in which they sessions on the second day examined After this experience, what do you think work, as I mentioned above. For all of in further depth the problems that is the added value that La Salle can these reasons, I would like to help other engineers in the contemporary world offer the professionals of the future? people hear about this study, and I am must face as they try to approach their In the United States, the National Aca- excited about bringing some of my stu- profession as an ethical practice. demy of Engineering (NAE) is sugges- dents to Barcelona for a semester. Innova La Salle 23 22-23 Ent CarlMitcham.indd 23 9/1/09 09:26:26

24. ArtIcLeS entrepreneurShIp: A Source of InnovAtIon. SucceSS StorIeS In recent years, specifically since 2001, catalonia has made a concerted effort to promote the world of entrepreneurship, mainly by creating technology-based companies. Support networks have been created for both entrepreneurs and investors, plus seed capital funds have been set up and awareness-raising campaigns have been held All of this has contributed to spurring the business community in an innovative direction. By Juan pérez, park Manager, and Mariona ferrer, head of entrepreneurship value that this purpose brings. There- fore, the problem with harnessing the latest technologies is knowing how to apply them. In this, entrepreneurs must be highly innovative if they want to find their niche. Two examples of this type of innovation are Dells paradigm change by creating a direct sales channel with the end users in a web-based setting, and the innovative products designed by Genaker in the field of telephony. ¬ Create a new space. This is what we call the Blue Ocean theory, creating new market niches where there is no competition precisely because they are new. These spaces are highly innovative, and they are the result of generating needs that had been dor- mant until then or that did not exist There is one characteristic that all entre- tion offered until then and coming up and have been created. Regardless preneurs have in common, regardless of with a better solution. of the method, the entrepreneur their value proposition: they are all inno- Must these solutions be based on cut- is defined as the most innovative vative people. Innovation and entrepre- ting-edge technology? Not necessar- by creating this new niche, which neurship are two concepts that are diffi- ily. We are in a global setting in which nobody had been able to detect until cult to disentangle, and they are the two the technology available allows for then. Examples like the now-classic ingredients needed to yield the formula endless possibilities. Innovation can Cirque du Soleil and Nintendos Wii for success. come in the guise of applying mature are examples of opening up Blue If we think about it, this is logical because technologies in traditional or emerg- Oceans, whereas examples closer entrepreneurs who create a new com- ing sectors and improving or reducing to home include Infojobs, eMagister pany have to carve out their own niche the processes needed. and Wututus Person Counter (which in the market, and to do this they have We should recall that innovation is any quantifies the impact of an advertis- two very clear options: substantial change in a process, or a ing campaign). ¬ Come up with something new, the out- new product or service that is widely If we survey some of the cases of entre- come of an innovation in a product, accepted and whose usefulness is preneurship that have come through service or process, almost surely also recognised. That is, innovations are La Salles Innovation Park, we will see the result of observing the market, new developments that have a spe- this innovative component of entrepre- detecting the weak points in the solu- cific purpose, and users recognise the neurs. x 24 Innova La Salle 24-27 Fontdinnovacio.indd 24 8/1/09 10:48:56

25. ArtIcLeS Hidroflot, S.l. is a company that designs and promotes electrical power stations using renewable energy sources. In the realm of renewable energies, it aims to be the leader in wave energy, specifically by extracting the energy from the tides to floa- ting offshore power stations which are loca- ted just a few miles off the coast and use a totally environmentally-friendly system. Its technology works via the following procedure: The up-and-down vertical movements of the buoys drag a traction system to a two-way revolving conversion machine (Hidroflot patent). This machine does not just multiply the speed, it also captures the two clockwise and counter-clockwise revolutions and turns them into a single revolution in the axis of the generator and the inertia wheel. Every two collection buoys activate a multi- plying machine attached to the alternator, with its technological origin in aerogene- rators, which are able to provide up to 850 ricardo PratS, kW per unit. Managing director of Hidroflot What is your innovation and what does it consist of? The innovation stands out in two respects: being able to get electrical power via sea waves and the systems durability even in heavy storms. How would you define it: as a new product or a new market? It is a new product because it has no forerunners using our technology in a future market, given the fact that most of the population of the planet lives near the coast. This means that the potential number of facilities is enormous. three reasons for trusting your product. It is an extremely simplified product that is highly reliable and sturdy and has been tested on scale models. Innova La Salle 25 24-27 Fontdinnovacio.indd 25 8/1/09 10:49:22

26. ArtIcLeS cuatic is an interactive communica- tion agency that designs and produces physical interaction experiences applied to communication, advertising and market- ing. They are creative, emotional experi- ences that attract the public, and they are fun and convey the message effectively. They ensure that consumers remember the brand and pass it on via word-of-mouth. Cuatics work is an antidote that can combat advertising saturation and the problems derived from it. innovation: Physical interaction applied to communication The physical interaction movement is based on the fact that there are many ways in which the body and computer can com- municate with each other, and that they are an object and so forth. The entire interac- ¬ the physical world not just limited to the mouse and keyboard. tive system designed to detect these things (objects, surfaces). For example, using sensors and cameras is devised so that users can interact with: we can detect body expressions such as its ¬ the virtual world Physical interaction is coming to play weight, height, speed, moisture, location (interfaces, projections, sounds) an ever more important role within within a space, movement, voice volume, ¬ other users (remote users through the vein of contemporary art that t-shirt colour, proximity to or distance from communication systems) harnesses the new technologies. natalia rojaS, Manager of cuatic tions is that users interact with the contents and new countries have emerged and weve What is your innovation and what of the brand via their bodies. So we use opened up the market. does it consist of? sensors, cameras, microphones and physical We make interactive experiences for adver- interaction techniques in order to capture the give me three reasons tising: interactive stands, tactile products, users attention and make the images move, to trust your product. actions for events and shopping centres make the surface tactile. In addition to being We have the commercial, creative and and the particular feature of these installa- innovative, we also use state-of-the-art technical means to back and support all the technologies. It is a major creative effort to installations we make on all three levels. forge a real link between innovative tech- This is very important because we work nologies and the creative proposition. internally and have the capacity to respond to any of these three levels. The effective- How would you define it: as a ness of this type of installation. A full 65% of new product or a new market? visitors and users remember what they have I think its a new market, although obviously experienced when they go home; they remem- its a new product, too. But when we got ber the brand and the experience, and they started with this new type of idea in 2005, tell their friends about it And this is very there was certainly no market. We have valuable, bearing in mind todays advertising gradually created it, and new companies saturation. The innovation itself. 26 Innova La Salle 24-27 Fontdinnovacio.indd 26 8/1/09 10:49:32

27. ArtIcLeS ta WitH You is a tech-based company Ever since it was created, Ta With You that develops innovative products with a has had major media repercussions high added value and potential not just which are compiled on the website www. domestically but especially internationally. tauyou.com. It has also won several Ta With You is an example of how to open awards, such as First Prize in the 3 rd up a new market by turning cell phones contest of entrepreneurs in the tourism or personal electronic devices into sector sponsored by the Gaspar España personal translation assistants. The CETT Foundation. It was also chosen as products and services that automatically a finalist in the category of best business translate both texts and images and idea in the 5th contest of tech-based voice that Ta With You is developing are entrepreneurs organised by Orange, a pioneering initiative in Spain, and the Banespyme and Instituto de Empresa. company is aware of no major competitors in Europe, although the global market diego BartoloMÉ, general is significant and there are a number Manager of ta WitH You of American companies with objectives What is your innovation and what similar to those of Ta With You. The does it consist of? main innovation of this product lies in We translate text, image and voice totally the integration of several technologies: automatically in your mobile telephone: automatic translation, image recognition our innovation consists of turning your and voice synthesis/analysis. mobile phone into a personal automatic translator by combining technological solutions in automatic translation, image processing and voice recognition and syn- thesis in order to eliminate the language barriers between peoples and bring cultu- res closer together. How would you define it: as a new product or a new market? Our products (especially image and voice) are new, and they are targeted at both new markets (tourists and emigrants) and existing markets (companies). three reasons for trusting your product. It enables end users to communicate in 15 different languages with an excellent price- quality ratio. It also furnishes our custo- mers with benefits for their customers with a high return on investment thanks to the targeted advertising. For investors, we have a solid, committed team with outstanding technical and management skills, along with enthusiasm and ambition. Innova La Salle 27 24-27 Fontdinnovacio.indd 27 8/1/09 10:50:00

28. ArtIcLeS Arcadi Pla i Masmiquel, architect the SoLutIon to houSIng ProbLeMS LIeS In rentIng InSteAd of buyIng the projects spearheaded by girona-based architect Arcadi Pla i Masmiquel materialise a new concept of housing with affordable rent adapted to the needs of todays society. this concept places a premium on key factors such as the awareness of place coupled with an optimisation of the costs of consumption and maintenance. by Marta olivé Photos: © Joan Morejón, bPMo Photo What is this new model of housing that the first step on the road to larger homes we cannot ignore the fact that there you have introduced, for example in the to either buy or rent. The size is also are families with a more conventional neighbourhood of Sant Ponç or in Santa important because rent is paid in propor- structure that might need two or three Eugènia, based on? tion to the number of square metres. bedrooms. Based on our experience, we suggest that the solution to housing problems Beyond size, we are talking about a Delving a little further into these lies in renting instead of buying, a fact home that has to handle a change new homes, where do you start when that was already demonstrated through- in family structures that is already determining their structure? out the entire 20th century. For a young quite common today We have worked to make the type of couple that would like to strike out on Over the past few years we have noticed homes we offer evolve so that there their own, even publicly subsidised that generally speaking the social are no prescribed uses; that is, they do homes for sale, which are cheaper than groups that need this type of home use not have a living room and a bedroom, the other homes on the market, are a it differently than consolidated families rather people can use these spaces goal that is impossible to reach. do. For example, the home becomes depending on their needs. Therefore, a place for sleeping since they spend in projects such as the one we have What are the characteristics most of the day away. Despite this, the just recently finished, the homes are that differentiate them? proposals we draw up always include organised into two pieces practically Well, first of all they have to be rather all kinds of homes, because despite the from the first dimension: a central small homes because they have to be just fact that they mainly include two parts, package with a bathroom and small 28 Innova La Salle 28-30 Ent ArcadiPla.indd 28 8/1/09 10:23:44

29. ArtIcLeS kitchen. All of this is in 42 square to certain aspects I mentioned, such larger stock of low-cost rental homes in metres and entails a major change as the budget, because they end up order to improve access to housing. In compared to the concept we used to being more expensive and their upkeep this sense, I think that we need to con- have of a home, when life was prac- involves more monetary outlays. It also sider propositions that go beyond simply tically organised around the kitchen runs counter to the idea of publicly sub- producing a large number of homes in and dining room. So now were talk- sidised housing for rent as a first step. an effort to always respond to what soci- ing about living spaces that do not fall ety needs. within a predetermined category. In some of the talks and lectures you have given, you stress the need for both The new Technical Building Code places What is the key to achieving more the administration and developers and a huge emphasis on sustainability. How affordable homes without giving up banks to be more closely involved. Is does this concept fit in with publicly on quality? this one of the keys to consolidating this subsidised housing? In recent years we have realised that new model of housing? Personally, I can see that this new code publicly subsidised homes for rent Logically, this involvement is very impor- is full of contradictions and is not very have major maintenance issues. For tant, and it is clear that we need a much useful for facilitating many of the things this reason, in the projects we have designed we opt for a strategy of mini- mising to the utmost all the later costs of upkeep, as we believe that this is an added cost in a household budget that is truly tight. Based on that, within the same project strategy focused on main- tenance, we also try to design a struc- ture to achieve the lowest costs possi- ble, but always maintaining high levels of quality. In the projects we have designed we opt for a strategy of minimising to the utmost all the later costs of upkeep How does the new technology factor enter into play in this model of housing SAnt PonÇ (gIronA) that you are propounding? One fine example of the need to have homes with sizes that are more suitable for the rental From the regulatory standpoint, such market and which, for example, help to lower maintenance costs is the residential block as telecommunications, the inclusion that architect Arcadi Pla i Masmiquel has designed for Gironas Sant Ponç neighbourhood in of new technologies is already a real- conjunction with the PérezXifra real estate company. This design won the architect the 1999 ity. And, for example, these regulations FAD prize from the jury, which joined his 1998 COAC-Girona Architecture prize. What is more, it mean that computer networks with tele- was also a finalist in the 5th Biennale of Spanish Architecture in 1999. vision and sound signals reach each of The building occupies a plot located on the left bank of the Ter river. It houses 44 units the homes in a much more advanced divided into six one-bedroom, 32 two-bedroom and six three-bedroom flats. The location of way than a few years ago. Still, making the building in the middle of the plot made it possible to include flats with gardens on the more sophisticated buildings from a ground floor. construction standpoint runs counter Innova La Salle 29 28-30 Ent ArcadiPla.indd 29 8/1/09 10:24:02

30. ArtIcLeS it contains. In other words, I am sure that SAntA eugÈnIA (gIronA) it will not make those of us who already The Can Gibert del Pla neighbourhood in Santa Eugènia is yet another example of this try to build well build better, because it architects focus on building publicly subsidised flats that are in line with societys needs, has gaping holes and should be revised this time with Patronat Benèfic Santa Creu de la Selva as the developer. The building contains soon in order to yield a more unitary 42 flats, all with the same design of one bedroom, bathroom, kitchen, entryway and hallway, regulation. living-dining room and outdoor terrace. All of this fits within an area slightly over 40 square metres. In terms of the architecture, the buildings composition is characterised by formal So what is this sustainability that is discretion and constructive austerity. so often mentioned with regard to In the same neighbourhood, Arcadi Pla i Masmiquel has also spearheaded a second project housing? involving 109 publicly subsidised low-cost rental flats measuring between 40 and 50 square Personally, I think that sustainable metres, although the building also includes larger flats in order to adapt the supply to different means that you can afford it in your types of needs. Starting with the idea of the continuous home, the system of sliding panels monthly budget, and therefore it has to allows users to live in a single space with open views, if they wish. be a home with low energy consump- tion and low maintenance costs. In this We also try to design a structure to achieve the lowest costs possible, but always maintaining high levels of quality respect, centralised heating and air con- ditioning systems would be useful, but nowadays who wants to share tempera- tures with the neighbour? The Techni- cal Building Code also emphasises the issue of insulation, when in reality insu- lating is something that we already knew how to do. x the ProfILe Arcadi Pla i Masmiquel (girona, 1945) has been working professionally in Girona since 1969. In his extensive academic career, he has been a Professor of Project Design at the La Salle Higher Technical School of Architecture (part of the Universitat Ramon Llull) since 1997 and is currently part of the team of professors on the jury for the end-of-degree projects. He also served as a Professor of Project Design at the Higher Technical School of Architecture of Barcelona (UPC) between 1978 and 1995, and has delivered talks and courses in many schools and institutions around Catalonia and the rest of Spain, in addition to Switzerland, Mexico, Turkey and Germany. Throughout his career he has also won many prizes, and in addition to the aforementioned 1999 FAD prize from the jury , he has also garnered the 2000 Bonaplata Award for the restoration and expansion of the Farinera Teixidor building in Girona, and the National Cultural Heritage Prize in 1995 from the Generalitat de Catalunya for his design for the restoration of the Montserrat basilica. 30 Innova La Salle 28-30 Ent ArcadiPla.indd 30 8/1/09 10:25:16

31. 31 publi.indd 31 7/1/09 13:13:15

32. ArtIcLeS FActor 10 reductIonS In co 2 emISSIonS In buILdIng recent laws are becoming an important step in improving buildings energy efficiency, yet in order to make a substantial contribution to combating global warming and its consequences, buildings with must be constructed and refurbished to have much lower energy consumption and a major cut in co 2 emissions. text and photos: Joan Sabaté / Horacio espeche / christoph Peters The energy associated with the con- only serve as a first step in the path struction industry manufacturing towards low energy consuming build- materials, constructing buildings and ings and towards a major reduction using and dismantling them accounts in CO 2 emissions associated with the for approximately 40% of all energy con- building industry. sumption in Catalonia. Despite the cur- rent economic slow-down, the trend is the study on the rise, spurred by the welfare soci- In late 2006 the Directorate General of ety, which is expressed in more living Architecture of the Generalitat de Cat- space per person and by demands for alunya commissioned a multidiscipli- thermal comfort met by air condition- nary team under the direction of Joan ing, yet also by a culture of cheapening Sabaté, SaAS and Albert Cuchí, UPC, and a lack of awareness among building to draft a study on the possibilities for professionals of issues related to energy lowering emissions and their applica- and the environment. tion in the design of 60 publicly sub- The array of laws passed recently are sidised homes in Tossa de Mar. This addressing these circumstances and was one of the first studies to consider demand an improvement in buildings CO 2 emissions in view of the entire life- energy efficiency. However, in view cycle of a building. The study there- of the sea changes needed to rein in fore included the emissions stemming the consequences of global warming, from the manufacture and installation these changes, however major, can of the materials, those from the use of 32 Innova La Salle 32-35 NuevaEstructuras.indd 32 9/1/09 09:43:22

33. ArtIcLeS the building (heating and air condition- that once this level of reduction has CO 2 emissions in the building materials ing, lighting, household appliances and been reached, the ensuing stage must must include a revision of the system- cooking) and those from during the directly focus on the materials that are atic use of heavy structures, generally dismantlement phase at the end of the part of the building systems and what is speaking reinforced concrete, in situ- buildings lifecycle. called embodied energy. ations where there are alternatives, as It is feasible to build homes with CO 2 well as the use of underground floors emissions that are up to 40% lower than for vehicle parking. a building that meets the current regula- It is feasible to build homes with A lighter type of construction based on tions using known technologies at just a co organic materials such as wood and 2 emissions that are up to 40% slightly higher price. lower than a building that meets its by-products is a possible pathway The results show that it is feasible to build the current regulations using towards sustainable buildings: in addi- homes with CO 2 emissions that are up to tion to being lighter in weight than rein- 40% lower than a building that meets known technologies at just a forced concrete, they also make possible the current regulations the Technical slightly higher price a drastic reduction in the volume of the Building Code (TBC) and the Decree foundation and thus eliminate the need of Eco-efficiency of the Generalitat de for deep foundations. The use of wood Catalunya (DEE) using known tech- The materials that generate the high- immobilises the CO 2 absorbed by the nologies at just a slightly higher price. To est emissions and that accounted for tree during its lifecycle. The use of these achieve these results, the Tossa de Mar almost 40% of the emissions due to materials when building multi-family project has aimed for a major reduction, embodied energy were the components homes has a longstanding tradition in up to 70% of standard consumption, in of the structure and the foundations, countries like Austria, Germany, Swit- heating and air conditioning and sani- primarily reinforced concrete and steel. zerland and the Nordic countries. The tary hot water. The study itself showed Therefore, any action aimed at lowering challenge of introducing these build- Innova La Salle 33 32-35 NuevaEstructuras.indd 33 9/1/09 09:43:27

34. ArtIcLeS Different views of the exposition ing systems with a low environmental the exposition Architecture School of the Vallès (ETSAV- impact, which have no tradition in the The initial exposition of these ideas and UPC), the La Salle School of Engineering Mediterranean culture, requires spe- possible building trends took place as and Architecture (EALS-URL) and the cial attention in terms of their specific part of the stand on sustainability set up Architecture and Sustainability Group transposition and adaptation. Factors by the Generalitat de Catalunyas Depart- at the Official Architects Association of such as the high level of solar radiation, ment of the Environment and Hous- Catalonia (AuS). The part on sustain- changes in humidity levels and the lack ing at the Construmat trade fair held in able building, developed and realised of a culture of maintaining them might Barcelona in 2007. This stand had been by SaAS, showed the energy consump- be obstacles to the entry of these prod- commissioned from the Platform on tion and emissions associated with five ucts and necessitate a reformulation of Architecture and Sustainability (PAuS), models of new buildings throughout their the tested solutions. a research group made up of the Higher entire lifecycle, which range from the Some modeLS And LAbeLS Fachada de paneles de Fachada convencional Fachada de cerÁmica madera estructural, ligera y aplacado y aplacado exterior exterior ventilado ventilado conventional FaÇade light brick FaÇade with structural wooden ventilated external board FaÇade with cladding ventilated external cladding transmitancia transmitancia transmitancia thermal conductivity thermal thermal conductivity conductivity W/m2K W/m2K W/m2K Peso Peso Weight Peso kg/m2 Weight Weight kg/m2 kg/m2 emisiones emissions emisiones emisiones kgco2/m2 emissions emissions kgco2/m2 kgco2/m2 coste cost coste coste euros/m2 cost cost euros/m2 euros/m2 34 Innova La Salle 32-35 NuevaEstructuras.indd 34 9/1/09 09:43:48

35. ArtIcLeS most conventional to the most efficient in co terms of resources used, as well as one 2 emISSIonS And APProxImAte coStS For tHe dIFFerent buILdIng modeLS model of building refurbishment. Euros / m 2 kg CO 2 / m 2 ·a The most sustainable buildings, the 60,0 800 Factor 10 buildings, provide the utmost 1.4 2.5 comfort for their users yet avoid 90% 50,0 2.3 1.4 700 of the CO 2.5 2 emissions of conventional 2.3 buildings throughout their entire lifecy- 40,0 22.5 600 cle. Recently, a reduced yet complete 16.3 version of this teaching material has 0.4 30,0 been drawn up, which was shared at 2.5 500 2.3 the Official Architects Association of 4.5 Bilbao during the month of April, and at 20,0 400 22.6 22.6 the Bioculture Fair in Barcelona just a 0.4 16.0 2.5 few weeks ago. We can reduce the CO 10,0 0.4 0.4 2.3 2 2.0 2.5 3.8 0.7 2.3 emissions from our buildings up to 90% 1.6 4.1 4.1 4.5 5.1 5.1 5.1 from the current emissions throughout 0,0 1.5 1.5 2.0 -4.7 their entire lifecycle. -10,0 current stock Home in Highly energy Highly energy Home with refurbishment of homes compliance with efficient home efficient home incorporation using high A lighter type of construction tbc and dee with lower of energy environmental embodied energy production efficiency criteria based on organic materials such Cost Cooking as wood and its by-products Production HVAC and DHW is a possible pathway towards Lighting Embodied energy housing Electric appliances Embodied energy parking sustainable buildings the challenge Catalonia is a country famed around the world for the excellence of its archi- tecture. If we include extremely rigorous environmental criteria in our architectural design and construction, extremely effi- cient facilities that draw from renewable energy sources and optimise control of the building, and construction systems using materials with a low environmen- tal impact, we will be able to reduce our buildings emissions up to 90% compared to the current emissions. This investment is necessary in order to have a significant impact on limiting the factors leading to climate change. Successfully rising to this challenge would also situate our country at the vanguard of construction in warm climates, a wide-open realm where every- Joan Sabaté and Horacio Espeche thing still remains to be done. x Innova La Salle 35 32-35 NuevaEstructuras.indd 35 9/1/09 09:43:53

36. ArtIcLeS Marnix Assink, Senior Manager of corporate Affairs at epson europa InnovAtIon cAn coSt nothIng Innovation must gain ground in companies as an internal culture or constant practice among both managers and employees. however, to achieve this, we must identify the barriers that hinder innovative success, claims Marnix Assink, Senior Manager of corporate Affairs at epson europe, in his course on managing innovation. By Leandro rodriguez What are the main contributions of either a product or a way of solving a pro- can innovate a product, service or business the course on managing innovation? blem. To me, it is the successful process model. In this case, the innovation might be My course is related to managing innovation of creating something that has a signifi- a question of a change in attitude by mana- and not just to innovation itself. Innovation cant value for whomever benefits from it. gement and the companys team. Differen- should not be limited to research centres A more precise definition, however, would tiation and planning are the cornerstones or product development, rather all the ele- depend on how far you can reach with the for identifying the costs of innovation. ments that might turn it into a success must innovation, if it is merely fine-tuning some- be taken into account. This is related to the thing already around or a ground-breaking organisation and the setting in which you innovation. An entire series of additional work. Innovation depends on a series of factors must be taken into account additional elements, as well as on identi- What should young entrepreneurs bear for innovation to be successful fying the barriers and the inhibiting condi- in mind when managing innovation? tions that can make it difficult to manage a In large corporations, innovation seems to truly innovative dynamic in a company. For be something that is easy to manage once Which elements are crucial for a company this reason, many companies, mainly the these organisations have enough economic to remain innovative in the competitive largest ones, now have teams that specia- might to invest in it. For them, the inhibiting international market? lise in developing new products, but they do factors tend to be the company structure Companies must always be on the lookout not necessarily innovate. and the business models, which often make for what is happening in the market. innovation processes too slow. However, Likewise, they must know whether the Do you think that companies and oftentimes, the greatest innovations come people in the company involved in inno- entrepreneurs are fully aware of this? from small and medium-sized companies vation processes are willing to under- Generally speaking, people and managers which are not backed by a vast structure stand that the changes in the international believe that innovation will automatically when innovating. For this reason, what is market take place quickly and are some- be successful if people are aware of the important for young entrepreneurs is being times difficult to keep track of. For mana- determining factors of innovation. This is organised and being clear on whether their gers or entrepreneurs, therefore, it is cru- one standpoint. In my course, I point out projects are developing as they should. cial to keep the company abreast of these that it is not something automatic and that Basically, the idea is to have the process changes in the market and make sure that an entire series of additional factors must well planned with clearly defined goals. the innovation can be easily implemented. be taken into account for innovation to be It is not always possible to give an imme- successful. They are the barriers and inhi- For many small companies, innovation diate response, as in the case of techno- biting factors that each company has, but is regarded as a high-cost undertaking. logical or product innovations, which often often they are not identified. Do you think this is erroneous? need further research and the develop- Once again, this will depend on the inno- ment of prototypes. In this case, adopting The definitions for innovation tend to be vation youre seeking. In reality, it can cost innovation processes by stages might be overly broad. How would you define it? the company nothing. But to do so, we must helpful, as it will be possible to gain greater We can define it as everything that is new, differentiate what we are driving at once you control of the advances. 36 Innova La Salle 36-37 Ent Marnix Assink.indd 36 7/1/09 13:53:03

37. ArtIcLeS What is the relationship between innovation and risk? MArnIx ASSInk, cLoSer When the goal is fine-tuning, the risk Marnix Assink is Senior Manager is quite a bit lower than with a ground- Corporate Affairs at Epson Europe breaking innovation. The risk is also lower B.V., The Netherlands, responsible if you are improving an existent techno- for corporate affairs, risk and logy or changing sectors using the same crisis management and corporate technology you already developed. When communication. Marnix joined Epson in dealing with a new technology in an exis- 2000 to set up a new business group tent market, however, the risk is higher at Epsons Head Quarter. Previously because it is not possible to clearly identify Marnix was managing director of Assink how the market will react to this new tech- Consultancy B.V. with clients in the nology. For this reason, companies must electronic industry. Before setting up his perform market studies. The highest risk consultancy company, Assink fulfilled situation is when the company achieves a several assignments at CalComp, Inc., radical innovation, something that is totally among other as European marketing new in the market. We know that when you director and world-wide marketing launch a totally new product, it is usually manager. Before joining CalComp, not perfected or foolproof. For this reason, Marnix worked several years at Raytheon the company must acknowledge that it Company, Inc. as technical service is not perfect and implement repeated manager. Marnix holds an MBA from the improvements which might be on prices, TiasNimbas Business School, Tilburg design or features based on observa- University and Bradford University, an tions of how the market is reacting. Gene- MC from Erasmus University Rotterdam, rally speaking, companies take too long to and a BA in Marketing and in Technology. understand this after achieving a ground- breaking innovation. Do you think that small companies have a higher propensity for research department more independence. lity is driving the innovation in many sectors risk-taking? If companies do not respond immediately of the economy: because there is a demand Small companies are willing to leap into to innovation, they might want to consider for it. In reality, it is a mentality and philoso- the void because they are more adaptable. hiring outside researchers or partner com- phy that the market is adopting. Large companies, however, try to minimise panies when investing in innovation. For all their risks, but as a result they are often too of these reasons, today it is crucial for tech What role do universities and business slow when implementing innovation. Micro- companies to develop an internal culture schools play in educating soft, for example, has taken a long time to of innovation, which will make them better on innovation? innovate in Internet. adapted to changes. This is one of La Salles attributes. Generally speaking, engineers are more receptive Are companies wrong when they innovate Which sectors do you think will to changes and grasp the importance of occasionally as opposed to viewing demand more innovation in the innovation. At La Salle, the students do not innovation as a constant process? next few years? only think about being technical experts, In reality, adopting an innovative culture The need for products and services to have rather they also learn to see it as a business. would be the best decision bearing in mind a better relationship with the environment Providing this business vision in technical the speed with which the market chan- will surely necessitate innovative solutions, education is the right way to teach so stu- ges today. To do this, companies must such as new ways of recycling or sustain- dents are more aware of what is necessary have flexible structures and even give the ably using materials. This is why sustainabi- to bring innovation to the marketplace. x Innova La Salle 37 36-37 Ent Marnix Assink.indd 37 7/1/09 13:53:26

38. ArtIcLeS SuStAInAbILIty, A buSIneSS opportunIty nowadays, ecological awareness and ethical consumption are beginning to play a key role in companies communication strategies. Indeed, companies that do not offer a sustainable and socially responsible business will be punished by consumers in the long term. Given this, and under the title of environmental Sustainability and Marketing: Moral Issue or Greenwash, the La Salle Forum offered a timely talk on this subject. by Anna cabanillas Yet another edition of the La Salle Forum time we have invited an expert on sus- was held on the 1st of April of this year. tainable marketing, Henning Ohlsson, This time, the guest speaker was Hen- for him to share with us his vision and ning Ohlsson, Managing Director of knowledge so that they might help us in Epson Deutschland GmbHa, who offered our day-to-day jobs. After that, Ramon a talk on sustainability and marketing. Oller, Executive President of the La Salle Felix Riera, president of the La Salle Business Engineering School and former Forum, opened the colloquium and Chair of Seiko Epson Europe, gave a brief introduced the subject. This new edi- introduction to the topic and the guest tion of the La Salle Forum aims to serve speaker, about whom Oller highlighted as a new venue for debating issues about his extensive experience in international the future that affect the business world marketing and his outstanding perform- and society at large. For that reason, this ance at Epson Germany. 38 Innova La Salle 38-39 Ent InnovMarketing.indd 38 7/1/09 13:59:35

39. ArtIcLeS Oller in turn had nothing but praise for to the world and thus to sell the the La Salle Forum. I think that initia- product. Consumers are increasingly tives like the La Salle Forum are crucial aware of the problems facing the world, because I believe that the key to busi- so companies have to view sustain- ness success lies in people and their ability as a business opportunity as skills. With initiatives like todays collo- opposed to a penalisation. Companies quium, we are bringing university closer that do not adhere to a green proto- to enterprise, and we are also furnishing col will see their finances damaged business leaders with new and interest- because consumers will not forgive ing ideas. them, declared Ohlsson. Business sustainability, A shared responsibility the looming challenge Likewise, the Managing Director of Epson After Ramon Ollers words, Henning Germany also explained that this is a job Ohlsson began his talk, in which he that requires effort day after day with the stressed the key role companies play in entire organisation involved, from the achieving a more sustainable, more eco- employees to the general management, logical and healthier world. According to both inside and outside the company. Ohlsson, not only does this responsibility In the case of Epson Germany, we fall on business leaders, but contrary to began to foster initiatives such as replac- what is erroneously believed it will also ing plastic cups in the coffee machines help them achieve business success. for a porcelain cup for each employee, using recycled paper for company reports and presentations, using public In the projects we have instead of private transport, and other designed we opt for a strategy initiatives like planting trees to contrib- of minimising to the utmost all ute to forest offsetting. And the results the later costs of upkeep were outstanding. The figures speak for themselves. Thanks to these initiatives, in one year Until now, the vast majority of busi- alone Epson Germany saved 40,000 ness people did not consider how plastic cups, 26.4 tonnes of wood thanks they could reduce the environmental to the use of recycled paper, and a total SuStAInAbLe ForMuLAS impact of their activity and their work- of 4.61 tonnes of waste. By adopting ¬ Encourage the use of public transport ers, and those who did think about it sustainable measures, the company can instead of cars or other polluting lost interest because it meant a huge reduce part of the impact of its activity vehicles. monetary investment that they did not on the environment, as well as part of ¬ Use recycled paper in all company want to take on. In contrast, I can state its economic outlays, pointed out Ohls- presentations, reports and studies. that nowadays business success and son. He concluded his talk by telling how ¬ Only print out what is necessary in order sustainability come hand in hand. If a precisely the small initiatives, the small to avoid wasting both paper and ink. business harms the environment and steps, are the ones that end up yielding ¬ Eliminate the use of plastics and society in general, the end customers the most significant results. disposable items such as cups, will not look fondly upon it and will not Indeed nowadays, a companys respon- utensils, plates, etc. buy its products, claimed Ohlsson. He sibility towards society is part and ¬ Raise employees awareness of their went on to explain that in addition to parcel of its strategic business position, role in the efforts to achieve a more contributing to improving the planets, because when a company adopts envi- sustainable world, both inside and and thus societys, health, being sus- ronmental policies, the direct competi- outside the company. tainable helps to project a good image tion is required to follow suit. x Innova La Salle 39 38-39 Ent InnovMarketing.indd 39 7/1/09 13:59:43

40. ArtIcLeS From power station to sociocultural centre cAIxAForum mAdrId rISeS up In the epIcentre oF the trIAngLe oF Art putting the former mediodía power Station back on the city map was one of the main goals of obra Social La caixa. provocative, bold, appealing and light: thats caixaForum madrid, a new building-cum-sculpture designed as platform for cultural dissemination within the reach of all citizens. By Anna Bonet photos: © obra Social La caixa Flanked by the Prado Museum, the only three pillars and a space measuring brick shell and the two dividing walls run- National Museum Art Centre Reina Sofía 10,000 square metres (five times larger ning lengthwise. In 2003, Obra Social La (MNCARS) and the Thyssen-Bornemisza than what the power station occupied) Caixa started a complex structural reform Museum, CaixaForum is located at designed to house the extensive program- of the building in order to preserve the old number 36 Paseo del Prado, recovering ming of the Obra Social La Caixa. façade while also considerably increas- one of the architectural gems of this capi- ing the volumetrics of the building, the tal city. The undertaking was not easy. the structural refurbishment prerequisite for it to house the CaixaFo- When La Caixa purchased the former The power station had three boilers, three rum Madrid. In this way, while the power factory in 2001 it was practically in ruins: steam machines and three current dyna- station occupied almost 2,000 square 40,000 of the 115,000 bricks cover- mos. In order to withstand the weight metres, the new Social and Cultural ing the building were replaced, and the of this machinery, the structure on the Centre of Obra Social La Caixa now occu- façade had to be stitched and taped in ground floor was supported on the base- pies 10,000. order to become what we know today as ment ceiling, which was in turn held up CaixaForum Madrid. Where there used by a series of semicircular arches over on seven levels to be a petrol station and an old electrical square-shaped pillars. This was a highly The CaixaForum Madrid building is dis- power station now there is a new socio- effective solution, but one based on tra- tributed on seven levels: two basements, cultural centre where past and present ditional resources. For all these reasons, one ground floor which encroaches into merge. The yesteryear is made up of four the Mediodía Power Station is regarded as the public square with a covered area, façades that recall the glorious past of the one of the top industrial buildings of the and four above-ground floors. The interior Mediodía Power Station, while the today handful that still remain in Madrids histor- space plays with materials and shapes. is made up of an impressive case envel- ical district. In 2001, when La Caixa pur- The top floor, which houses the restau- oped in smelted sheeting which crowns chased the power station, the warehouses rant and offices, is a spatial labyrinth pep- the factory and underscores the majesty were practically reduced to the exposed pered by three irregular-shaped niches of the former building. the design detAILS The design to restore and expand the the new public square building, which cost 60 million euros, CaixaForum Madrid seems to be suspended over a large irregularly-shaped square which is open on all four sides was performed by the Swiss architecture and occupies a total of 2,500 square metres. This new public esplanade in the historic heart of Madrid is bounded studio Herzog & Meuron and founded to the north by Gobernador street, to the south by Almadén street, to the east by the Paseo del Prado and to the west upon four basic principles: restoring by Alameda street. The square is made up of three sub-squares (two open and one covered), the area that used to be the brick shell in a handcrafted fashion; occupied by a petrol station (which is on the Paseo del Prado and is open), the ground floor area of the CaixaForum eliminating the stone wainscoting along Madrid (covered), and the extension that prior to the construction work was bounded by the former courtyard of the the perimeter of the factory; opening up power station (which is on Gobernador street and is also open to the sky). a new public square with an entrance on The ground in the square is covered by a structure of concrete triangles that creates planes with different slopes. the Paseo del Prado; and adding volu- The covered square also has a ceiling made of irregular triangular shapes on rugged planes, which are the structural metrics. The result is a spectacular build- system, placed on different slopes with a finish of metallic plates and two ornamental fountains. ing that seems to levitate, supported by 40 Innova La Salle 40-41 Caixa Forum Madrid.indd 40 7/1/09 14:02:25

41. ArtIcLeS illuminated by natural light and featuring In 1993, the iconic Gran Hotel de Palma, The exhibitions welcomed thousands of galvanised metal lattices which contrast designed in 1903 by architect Domènech visitors, and activities of all sorts over- with the exhibition halls, spacious areas i Muntaner following the dictates of the whelmed their logistical possibilities. located on the second and third floors. A grand European hotels of the period, In short, they had become too small sinuous ceremonial staircase which starts became the headquarters of the Caixa- and a new space was needed where in the square leads to the first floor lobby, Forum Palma, and in 2002, CaixaForum this new concept could be developed. whose walls are concrete, unlike the foyer Barcelona opened its doors in the former The Foundation needed a venue in the and the auditorium (first and second base- heart of Madrid, integrated into the citys ments), whose walls are clad in a metallic cultural facilities and especially designed mesh deformed by deployé-style pres- In 2003, obra Social La caixa to house the sociocultural activities of sure, yielding an undulant structure. The started a complex structural the Obra Social La Caixa in the capital centre houses the auditorium, which seats reform of the building in order of Spain. This is how in 2001 La Caixa 311 people, a foyer divided into two levels, to preserve the old façade purchased the former Mediodía Power private parking, two conference rooms, a Station and commissioned the refur- warehouse for storing works of art and two bishment project from the Herzog & de exhibition halls with a total of four spaces. Casaramona Art Nouveau textile and yarn Meuron architecture studio. The out- factory designed by architect Josep Puig come is an innovative building with all Sociocultural commitment i Cadafalch and built between 1910 and the resources of a modern cultural centre CaixaForum Madrid goes beyond just 1912. In Madrid, the exhibition halls of that combines modernity and tradition exhibiting art, and with this Modernist the La Caixa Foundation on the Paseo de and creates a new visual benchmark in building it has created a social and cul- la Castellana (1980-1995) and on Serrano Madrids cityscape. x tural centre in its effort to recover old street (1985-2006), pioneers in spreading emblematic buildings all over Spain. modern and contemporary art in Spain, had won the publics confidence over their more than 20 years. External view of CaixaForum Madrid the Social and Cultural Centre of Obra Social La Caixa. 41 40-41 Caixa Forum Madrid.indd 41 7/1/09 14:03:03

42. GettInG to Know La SaLLe La SaLLe wInS ISo 9001:2000 certIfIcatIon for ItS r&D&I project DeveLopment quaLIty change in our world is fast and wide-ranging, concepts evolve, and companies need to be able to perceive and adapt to this reality at the same rate in order to grow and stay competitive in the marketplace. quality is the outcome of this evolution. Over the years markets have become more cacy in the design and development stages competitive and customers have become of innovation projects and ensure fulfilment Quality is never an accident; it is always more demanding to the point where they of customer requirements in all our pro- the result of intelligent effort. are the main players and a measurement ducts and services. This has increased cus- John Ruskin of quality. tomer satisfaction and loyalty and improved (London, 1819 - Brantwood, 1900) our organisations competitiveness. Greater efficiency and efficacy Quality in a product or service is not Aware as it is that quality is now a business official recognition what the supplier puts in. It is what the customer gets out and is willing to pay strategy, a few years ago La Salle began to After four years of design, implementation for. A product is not quality because it is put in place a quality management system and continuous improvement of its quality hard to make and costs a lot of money, which is built into the organisations strategy management system, La Salle has now recei- as manufacturers typically believe. This and goals in order to deliver greater confi- ved recognition from the Spanish standar- is incompetence. Customers pay only for dence to our customers. disation association AENOR, which last July what is of use to them and gives them The implementation of this quality manage- certified that the organisations quality system value. Nothing else constitutes quality. ment system in La Salles R&D&I has made for R&D&I projects complies with the ISO Peter F. Drucker (Austria 1909 USA 2005) it possible to enhance efficiency and effi- 9001:2000 (ER-0959/2008) standard. x 42 Innova La Salle 42 Calidad.indd 42 7/1/09 17:08:24

43. GettinG to Know la salle GeneratinG value throuGh technoloGical innovation projects henry etzkowitzs triple helix theory showed us a new model of university that acts as a key agent in the knowledge society in conjunction with two other agents: industry and government. these three agents revolve around the same axis, innovation, with the goal of transforming knowledge into value and thus contributing to sustained economic growth. By llúcia sanz The synchronisation of all three stake- holders in the triple helix theory and their ability to interact efficiently are crucial factors in transferring knowledge and turning it into results, thus achie- ving a direct impact on the particular mission of each stakeholder: university, industry and government. In the case of our world, academia, in addition to the two missions of the traditional uni- versity, namely education and research, for over ten years now La Salle has raised its sights to new horizons with the universitys so-called third mission Flowserver project La Salle Technology Transfer. For this type of exchanges with other universities and project, the university adapted the best to research centres by conferences, research The Flowserver project is a platform that the needs of the project, says Jordi Mata. stays and participation in international manages all types of signage and sending Since then, the project has evolved to standardisation forums. of interactive services. It got started in become the platform for managing the DTT Secondly, the technological innovation pro- 1999 when Televisió de Catalunya (TVC) was broadcasts by several different television jects for companies enable us to apply this considering how to send its digital terrestrial stations in Spain. knowledge primarily on a local scale, transfe- television (DTT) broadcasts and asked La The product developed is now being com- rring the knowledge, technology or products we Salle to develop it. mercialised, but nonetheless it is a living have acquired and developed in the first phase. We began the project at a time when no one project where new functionalities are cons- Obviously, these two processes overlap over was talking about broadcasting interactive tantly emerging. Innovation is part of our time, and the challenge is to constantly services for DTV, says Jordi Mata, head of working philosophy in all areas, adds Mata. learn and stay abreast of developments so projects at Televisió de Catalunya. The university furnishes the knowledge and that industry sees us as a reference to be Thanks to the development of this platform, specialisation that result from the prior consulted and to request help from whenever TVC was the first broadcaster in Spain and research it conducts. We at the university they need to implement their technological one of the first in Europe to send out interac- face the challenge of properly balancing innovation projects. tive services via DTT. research projects with technological inno- In this case, focusing on innovation has vation projects. First, the research projects, Dr Gabriel Fernández given us a differentiating feature that has either national or international, allow us Director of the Dtv Department, positioned us as the leaders in todays to gain a vision of the trends, in-depth la salle technology transfer market. The vast majority of the research knowledge of certain technologies, etc. head of audiovisual that had to be conducted was outsourced to We then complement this knowledge with technologies at la salle innova la salle 43 43-44 SocietatTecnologica.indd 43 7/1/09 15:53:13

44. GettinG to Know la salle consisting of transferring knowledge. sity and industry agents into an active Research, Development and Techno- Universities must not just be an engine synergy that is necessary for the inno- logical Innovation Plan for 2008-2011, for advancing knowledge but also an vation society. Universities create the the new European Institution of Innova- engine driving the countrys social and scientific and technological knowledge tion and Technology (EIT), and under a economic development (Official State via research, and industry creates value model of the entrepreneurial university, Gazette, Organic Law 4/2007). by applying technological innovation La Salle is actively participating in deve- The cornerstone of the technological projects developed at the Universitys loping the knowledge-based economy. innovation system is technology trans- technology transfer centres which are Based on representative cases and opi- fer and the creation of tech-based busi- the outcome of this knowledge. nions from some of our experts, below nesses based on university activities, With a consolidated relationship with we present examples of how we gene- also called spin-offs. This gives rise to companies and public financing progra- rate value by transferring knowledge an entrepreneurial university that turns mmes such as the EUs 7th Framework via the technological innovation pro- the relationship between the univer- Programme, the 6th National Scientific jects developed at La Salle.x Bes tv project been used for more than 50 years to replace because of the schools solid reputation in it with a digital signal opened an entire uni- electronics and telecommunications as well Innovation has been the driver behind the verse of possibilities to an industry that has as its highly praised integrity in treating any birth and growth of Adecq Digital. not changed since its beginning. The oppor- engineering or business engineering project Adecq Digital was founded during the tunity for innovation in the broadcast market with maximum care and confidentiality. summer of 2005 to provide non-linear tele- was born by this switch off. Adecq Digital Because of the partnership with La Salle, the vision to an industry that has not changed was founded to understand and build on this software platform called BesTV ® was born as for more than 50 years. opportunity by introducing the concept of a highly innovative response to the opportu- From the birth of commercial television after non-linear television. nity digital terrestrial television has created World War II until the beginning of the twenty In order to introduce non-linear televi- in the broadcast industry. first century, television and the industry it sion into the broadcasting market, Adecq begat thrived on a simple proposition: to engaged in research and development at andré vanyi-robin provide a compelling reason to sit in front of all levels of the broadcasting value chain in ceo adecq Digital the television at a specific time during the order to identify how to introduce innovation day and get paid by companies who wished in viewing habits without changing them. to promote their products and services. The The challenging question of how to provide The Department of Electronics has extensive industry of broadcasting was born in the passive viewers with an experience similar experience in embedded systems based on early 1950´s based on this principle. to active Internet users has driven the Linux, an area that electronics companies When Internet was born as an open medium research and development efforts during tend to avoid as knowledge tends to reside to share information and later evolved into a the first year of Adecq Digital´s activity. in people and people in our setting are worldwide network, a revolution in communi- The strategic partnership with La Salles highly volatile. cations turned individual people into seekers School of Engineering was pivotal in these We represent the stability of knowledge in and users of information. By the year 2001, research and development efforts. La Salle this type of system, plus our experience Internet had consolidated its role as the irre- provided an environment rich in talent and in somewhat unusual factors of analogue versibly growing and ubiquitous medium of knowledge in order to research and develop electronics and power. All told, it is a dif- communication and entertainment, whereas the ideas that the founders of Adecq Digital ficult amalgam to find in electronics engi- television broadcasting had not changed in had presented in the form of architectural neering firms in the business world. its practices and business model. drawings as well as a business plan. The advent of Digital Terrestrial Television in Adecq Digital chose to forge a strategic part- Francesc escudero Europe and the eventuality of a continental nership with La Salles School of Engineering Director of the Department of electronics switch off of the analogue signal that has and its Technological Transfer Division technology transfer 44 innova la salle 43-44 SocietatTecnologica.indd 44 7/1/09 15:53:14

45. GettInG to Know La SaLLe MedIaLab, capturInG the future Medialab was opened in late february. Its motion capture, virtual reality and high definition television services are a huge draw for local companies and bolster the training available at La Salle. Josep Maria ribes, director of La Salle technology transfer, and richard hebert, director of Medialab, explain the keys to Medialab. Iván Giménez photos: © Lluís bernat, bpMo photo What does it mean to La Salle rIchard herbert, dIrector of MedIaLab to have a facility like Medialab? Its a major step forward for consolida- what are Medialabs main with all of this technology, what types ting La Salles focus on multimedia edu- technological innovations? of projects can be done? cation. It allows us to consolidate two Medialab furnishes an entire series of multi- The clearest is the motion capture ser- areas. The first is related to the world media facilities, and the main asset is that vice, which is of interest to companies of graphics; the lab allows motion to be they are integrated in a single space. First, in the multimedia industry, such as automated, something that previously there is a real-time state-of-the-art motion videogames, advertising and anima- had to be done by hand. The second capture laboratory. We also have a high tion. Before these companies had to go is that since we now have a television definition television studio. Finally, we have abroad, and now they can work with us. studio, we can work with top-notch high an entire set of virtual reality equipment for We also have 3D animation services, definition equipment. creating immersive situations. programming or graphic motors for developing games. And in the virtual reality part we can do projects like virtual tours of facilities that do not yet exist, simulators or remote control of robots. There is a whole host of pos- sibilities, and this is just a handful of examples. the main appeal of Medialab is that it integrates all three technologies (motion capture, Vr and hd set) in a single space what features does Medialab have that differentiate it from other facilities? We offer the integration of services mentioned above. We have a studio with backdrops and we can integrate the entire virtual reality part. Our strong point is that we integrate all three technologies (motion capture, VR and HD studio), and this is unique in Europe. We also have the unique feature of our height. Its not common for a Innova La Salle 45 45-47 MediaLab.indd 45 8/1/09 10:38:31

46. GettInG to Know La SaLLe JoSep MarIa rIbeS, dIrector of La SaLLe technoLoGy tranSfer how did the idea of the technology of high definition Medialab come up? television have to be available lab to produce effects like flight or somer- It was a series of visions of people for our educational programmes. saults, and we can do it indoors! from different areas within La Salle They are technologies that are who identified that we needed an increasingly present on the market. you aim to offer your services to Spanish infrastructure like this one. The The focus is clear, and we have to companies, but do you also want to attract people working in graphics saw an constantly update. foreign companies? opportunity. Those of us who are Our primary focus is attracting the Spanish more on the business side weighed and Portuguese market because before us the possibilities of profitability with Medialab, we follow companies in these countries had to go from a variety of standpoints. And our traditional philosophy: abroad. We might also work with Italian finally we decided to move forward the latest technologies have companies, but now at the start, we are with the initiative and sought the to be available to focusing on the Iberian peninsula. However, financing instruments in order to our students in the future we will look into improving the make it a reality. software and might compete with the other larger studios. So how does Medialab lend a does all this technological hand in technology transfer? innovation serve to reinforce La how many people work at Medialab? It allows us to expand the range Salles leadership even further? Right now there are eight of us working here. and quality of the products we can In motion capture it gives us Our profile is quite varied, ranging from offer companies; we can offer better wholesale leadership in southern managers, project managers, modellers, services and projects with a higher Europe. There are some other animators, programmers, artists, scriptwri- added value, especially in the field of advanced facilities in the United ters It is so diverse because the projects motion capture. In short, we lengthen States and in northern Europe. they develop are also highly diverse. the value chain. Until now, we had to first create 3D models and then and how does the geographic how have you been received animate them manually. Now we location help to attract companies? by companies? have the same product, but in much Its a very important factor because Very well. In fact, we have been nomina- less time and with much less effort. companies working teams have had ted for the Barcelona Digital for some So this makes us more competitive, to travel in order to work on motion prizes for innovation. This is a great and we can enter other sectors, like capture projects, and the longer the honour. We have been so warmly received videogames and advertising, on distance the higher the costs. because companies from here now have a stronger ground. quality service nearby that also has other during Medialabs first months of perks, like language and geography. This and how does it aid in teaching? life, how has it been received by enables them to save on expenses, whe- Basically we follow our traditional companies? reas before they had to venture abroad philosophy: the latest technologies These projects maturation cycle is to places like New York, with all the diffi- have to be available to our students. the middle to long term, although culty that entails. Therefore, motion capture and we have had several cooperation 46 Innova La Salle 45-47 MediaLab.indd 46 8/1/09 10:38:31

47. GettInG to Know La SaLLe agreements signed from the start. We are pleased to be working with many projects. Some of the most consolidated sectors, like videogames, require high investments and take more time to mature, but we are also working with companies in this field. what is the profile of the companies with which you are working? It depends on the sector. For example in videogames, there are small-size and medium- size companies (10 to 200 collaborators), that are developing projects with very different budgets. If we shift to the advertising industry, the situation ranges from small studios to large production companies. It is a really heterogeneous market. what are Medialabs future goals? In the short term, to spread the word about the potential of the different technologies from the laboratory (motion capture, high definition set, etc.). In the middle term, the labs goal is to consolidate a portfolio of customers in the sectors in which we regard the contributions of these technologies as strategic, both for creating new business opportunities and for improving the performance of existing companies. Innova La Salle 47 45-47 MediaLab.indd 47 8/1/09 10:38:41

48. GettInG to Know La SaLLe Innovation in project management: an evoLvInG Story Philip Kotler, recognised worldwide as the father of modern marketing, cites in his book 80 Concepts that value depends on whoever perceives it. In one example, he recounts how a child asked three stonemasons, what are you doing? Im mixing the cement, said the first. Im helping to fix this wall, said the second. the third smiled and said, we are building a cathedral. angel nieva López Professor at La Salle Business engineering School La Salle Program Management Group (GDP) Coordinator Chief technical officer at Digital Parks Following this same analogy, we could con- world have quite a few years under their tary projects required the joint efforts of dif- clude that there are different levels of inno- belt since they were first used. One good ferent teams and areas in the construction vation depending on the perceived value. example is the Gantt diagram, a popular of unique systems to be coordinated. It was In this vein we can then ask ourselves: graphic planning technique that was devel- General Bernard Schriever, architect of the What value do we perceive in project man- oped by Henry Lawrence Gantt and applied development of the Polaris ballistic missile agement? What values have we inherited for the first time between 1931 and 1935. and today regarded as the father of modern throughout its history? And what values will project management, who developed the we have to nurture to ensure that innova- the professionalization notion of concurrence, which gave rise to tion keeps optimising project management of project management the PEP (Programme Evaluation Proce- in the future? Project management began to become pro- dure). It merged all the elements of the Projects have always existed, and many fessionalized back in the 1950s and 1960s. development plan into a single programme of the techniques used nowadays by the Until then, it had merely been a discipline. and budget, and executed them in a par- majority of project managers around the Back then, the development of huge mili- allel fashion, thus considerably lowering project execution times. In fact, today NASA still uses General Ber- nard Schrievers designs to launch shut- tles, spaceships and probes into space. Also around that time, the consultancy firm Booz-Allen & Hamilton worked in conjunc- tion with the US army to create the PERT (Program Evaluation and Review Tech- nique), whose graphs and schedules also played a part in the development of the complex Polaris submarine programme. new techniques At that point, specific new techniques began to emerge such as histograms, chronograms, the concept of the project life cycle and WBS (Work Breakdown Structure). Other types of industries, such as automobiles, followed in the footsteps of the military industry and gradually began to apply these techniques to manage their projects as well. Another innovative personality in project management was Peter Norden, who was 48 Innova La Salle 48-51 PlanesAAA.indd 48 8/1/09 10:40:39

49. GettInG to Know La SaLLe then working in the IBM research lab. Norden laid the groundwork of the relation- ship between the resources allocated to an R&D project and the timeframe in which the project was to be completed. The year 1970 is when technology came to the fore as a tool in project management and spe- cific software began to be designed for this purpose, bringing together different known techniques and simplifying processes. However, innovation in project manage- ment has not been limited to just improving and fine-tuning its techniques and tools. In the 1960s, the deviation between planning and costs and the occasional lack of qual- ity and utility of the project deliverables, which were increasingly complex since they required joint, synchronised work among several different departments or engineering firms, prompted the need for new methods of organisation and work to be innovated and developed. for specific projects involving information able world for developing projects, and technologies. Based on a 1996 overhaul decisions were taken without a thought for of the model, the decision was taken to satisfying the customer. one of the major innovations expand its scope of validity to include any The budget, chronogram and resource allo- in project management in type of project. cation were dealt with via a series of limited recent years is unquestionably Yet this is no easy task. One well-known tools, and a project life cycle only had four example is the failure of applying clas- phases: concept, planning, execution and the humanisation of sic metrics from other disciplines to soft- closure. the project manager ware development in the 1990s. This led In contrast, things changed in modern to the birth of agile methodologies. The project management (from 1980 until main goal? To nullify complexity and accept today), because it assumes that we live in a Knowledge-conveying organisations change. And thus Extreme Programming chaotic, changing, unpredictable world for That was when a variety of organisations was born, possibly the best-known of its developing projects, and unlike traditional sprang up to develop knowledge, method- kind, which also includes Feature Driven project management, customers opinions ologies and processes (which are known Development, Crystal and Scrum. and satisfaction are borne in mind when as a corpus of knowledge), as well as taking decisions. the practices needed to manage these jobs evolution of the concept of innovation New techniques and tools emerged to with the optimal guarantees of predictabil- Innovation in project management has manage projects in the fields of contract ity and high quality results. These organi- always been linked to innovation in stra- management, cost analysis, risk analy- sations include the Project Management tegic management and organisation as sis, environment analysis, negotiation Institute (PMI) and the International Project well. Proof of this is the evolution that both and change management. Additionally, Management Association (IPMA), both project management and the figure of two further phases were attached to the of which were founded in 1965. In 1989, project manager have undergone. traditional life cycle: maintenance and the British governments Central Computer Between the 1940s and 1970, project operation. Since the end of the 20th and Telecommunications Agency (CCTA) management was traditional. It assumed century, the PMO (Project Management developed Prince2, a benchmark model that organisations lived in a static, predict- Office) is an increasingly common fea- Innova La Salle 49 48-51 PlanesAAA.indd 49 8/1/09 10:41:00

50. GettInG to Know La SaLLe ture in organisations. It emerged thanks the empowerment of the members of an ever-increasing sense of uncertainty to the development of modern tools and their team by acting as their mentor and multiplied risks; to maintain a project management guidelines aimed and coach. positive atmosphere among the project at professionalizing, automating and group; and to adapt to flat organisa- consolidating their management. Globalisation, the true challenge tions, constant re-organisations and Nowadays, the main challenge facing excessive dependence on information a living, breathing project manager project management is globalisation, technologies. However, one of the major innovations which has led project management to in project management in recent years expand towards international and thus La Salle, prepared for the future is unquestionably the humanisation multicultural settings. But what will happen in the future? of the project manager. If we analyse Other challenges facing project man- How will project management evolve? the profile of project managers within agement include the demands to In what areas is it beginning to inno- traditional project management we will achieve results more quickly and with vate in order to pave the way for future see that they had a highly technical high quality in projects where there is project management? profile aimed merely at implementation using knowledge of the subject. They were strict, with a heightened sense of the organisation and order, and their goal was perseverance on the job with a high degree of commitment. Likewise, they were solely focused on results and were not visible leaders in either the project team or the organi- sation. Plus, project managers were inflexible in their decisions. In modern project management, however, project managers still have a high degree of commitment and knowledge of the subject. They are still strict and have a heightened sense of the organisation and perseverance on the job. However, this figure has undergone a profound transformation: they have become humanised, because the most important factor in any project, just as in any organisation, is the people. They are the ones who hold the key to bring the project to a successful conclu- sion or not, and their success or fail- ure is the project managers success or failure. Now project managers also think about the people on the project team, they are visible leaders, part of the project team and concerned about their people. They are flexible and tol- erant and develop effective commu- nication skills, in addition to fostering 50 Innova La Salle 48-51 PlanesAAA.indd 50 8/1/09 10:41:34

51. GettInG to Know La SaLLe In the very near future, project man- and CAPPM (Certified Advanced Print evolve new leadership-based manage- agement will be a required compe- Production Manager), the two interna- ment theories in order to bring projects tency in all organisations. All of them tional certificates granted by the PMI to a successful conclusion. will require their project managers to with ISO and ANSI recognition. Project Management Offices (PMOs) be certified, and business schools will Likewise, three years ago the Project will gain further ground in organisations, have more programmes focusing on Management Group (PMG) was and we will see how ultimately the appli- project management. La Salle Business founded as part of the La Salle Business cation of innovative methodologies such Engineering School is aware of this, and Engineering School. as Defect Driven Development/Design thanks to the innovative style that has (D-cubed) in software development always characterised the institution, for projects and the application of systems years now it has been offering courses General Bernard Schriever, dynamics, systemic and radiating think- in project management aimed at pre- architect of the development of ing and the mind-maps of British psy- paring students for the PMP (Project the Polaris ballistic missiles and chologist Tony Buzan will become more Management Professional) certificate today regarded as the father of widespread (or perhaps even standard- ised) in project management. modern project management, As writer H. G. Wells said in a talk he developed the notion of delivered back in 1902, there were concurrence more changes in the past century than in the preceding thousand years. And the changes that will take place in the This group is part of the Alumni Asso- new century will make those from the ciation, and its purpose is for La Salle past century seem barely perceptible. alumni to share the experience and We can see that project management knowledge they have acquired within has always been constantly evolving, an innovative vision of project man- and today it is more alive than ever, agement through lectures, colloquia with a bright future before it in which and other activities. The ultimate goal innovation will play a crucial role. is to update the knowledge needed to However, innovation is not controlla- be abreast of the latest trends, meth- ble. Peter Drucker, the management odologies and standards, and thus guru, said the following about innova- facilitate the constant improvement of tion in 1984: How can managers try professionals working in project man- to plan or even rely on a process that agement. Since last year, the PMG itself depends on creativity, inspira- has also been organising unofficial tion or even luck? It is clear that workshops to prepare for the PMIs there are innovations that spring forth PMP certificate. in a moment of genius. However, the majority of innovations, especially the More opportunities, most successful ones, are the result of stiffer competition a conscientious, deliberate quest for A few years from now there will be opportunities to innovate that are only even more opportunities to work in found in certain situations. project management. Still, there will So, lets seek these opportunities in also be stiffer competition and better the field of project management. This quality professionals. We shall see how will lead us to success in our projects, organisations continue to innovate in it will bring value to our organisations project management and develop or and it will conduct them to excellence. increase the use of project tools and Lets build cathedrals. x Innova La Salle 51 48-51 PlanesAAA.indd 51 8/1/09 10:41:52

52. GettinG to Know La SaLLe La SaLLe hoLdS aLumni reunion at the Liceu Last thursday 16 october, the Business engineering School at La Salle held an alumni reunion at the Liceu theatre in Barcelona. a total of 800 alumni and 300 business leaders came along, while 100 people followed the event over the internet from all parts of the globe. The purpose of the function was to present have the backing of a global institution with a The event was also attended by the pre- some of the Institutions new projects to the presence on the 5 continents and which has sident of the La Salle Alumni Association, community linked to La Salle. To that end 70 university centres around the world. Ramon Sangrà. Being from La Salle the executive president of the Business creates ties and makes understanding Engineering School, Ramon Ollé, gave a ties easier, he pointed out. Sangrà underlined speech in which he set out the current and Brother Miquel Àngel Barrabeig, the director the importance and power of the alumni future internationalisation process which the general of the La Salle Barcelona Campus, in society and business and encouraged centre is putting in place. The new executive also spoke about the humanist and Christian them to get involved in the Association in training programme at the BES La Salle will feeling linked to the community and the order to combine efforts and resources. have a presence in 4 European countries and importance of networking to achieve the He also announced the setting up of a new 5 cities: Madrid, Paris, Amsterdam, Venice power of a group. Brother Barrabeig referred website, www.salle.url.edu/aaa and Barcelona. Ollé emphasised the enormous to the emblem engraved on the ring which potential of the institution for international is given to the institutions alumni. Indivisa charitable and networking and urged everyone present to get Manent which is the motto on the coat of cooperative aspects involved in this new project. We dont want arms of the La Salle family prompts us to In his speech, La Salles Provincial in Catalo- to copy other leading business schools but remain united, to network in order to share, nia, Brother Josep Martí, said that the most rather to create new spaces for technology he said. That is our identity and in it we come important thing that the alumni have taken and management, he argued. Plus we to know and recognise each other. away with them from their time at La Salle is friendship. Brother Martí also stressed both the charitable and cooperative aspects of La Salle which make its community unique and also the importance of not losing the ability to constantly adapt to change. Next came a masterly presentation by one of the gurus of e-learning environments, Dr. Roger Schank, who was also presented as the President of the new La Salle Learning 1. Ramon Sangrà Sciences Institute. 2. M. Àngel Barrabeig Finally the event was rounded off with some 3. Josep Martí 4. Ramon Ollé jazz music played by La Locomotora Negra 5. Roger Schank accompanied by Big Mama also a La Salle Campus alumnus on vocals. x 52 innova La Salle 52 Liceo.indd 52 9/1/09 09:32:30

53. Apple has become the most fashionable brand technology Alert in recent years. proof of this is its recent choice as the most highly valued brand by Americans in a study conducted by fortune magazine. famous MP3 player in the world bearing its own name, the iPod, is yet another of this American companys top sellers. Late last year Apple launched new models of this product, leading to off-the-charts sales at Christmas. Apple, the brAnd of the 21st century even lighter Finally, last January the new laptop, called the MacBook Air, was launched Despite the fact that last year it came in it began to be successively commercial- in the conference that Apple holds in 7th place on Fortunes list, there is no ised in the United Kingdom, France and San Francisco each year. Right now it is question that its rise to the top of the Germany in the following months. The the lightest laptop around, a device that ranking this year has been driven by its i-Phone is predicted to reach shops in fits seamlessly into Apples philosophy launch of the most admired telephone the rest of Europe in early summer. Still, of image before functionality. Although it today, the enormously popular i-Phone. we should not be surprised to find this has no CD player, and it only has a single This somewhat large telephone with a device on the streets of our city, as there USB port and a hard drive with only 80G, touch screen and infinite second-level are claims that 25% of the i-Phones sold brand addicts seem to ignore these minor functions caused such a frenzy among around the world were bought to be used inconveniences and choose lightness and new tech fans that eight million people in other countries. portability over the devices computing bought it in the first nine months alone. It At any rate, not all of Apples success can be ability. A benchmark that companies was launched last June in the USA, and put down to the i-Phone. In fact, the most worldwide aim to emulate. x the rIse of MobIle VIrtuAl operAtors (MVos) What is a Mobile Virtual operator? how exactly is it different from the classical operators that were all familiar with? these and other questions might be common among todays users, as MVo is a term that has begun to be bandied about both on the street and in the media without hardly any information on what they are. MVOs are commercial figures that got that does have its own network, and then appropriate, and they perform sales actions their start in the United Kingdom and the using their facilities base station and just like any other operator. In Spain, Scandinavian countries but have gradually others to execute communications. there are currently four operators with spread around many industrialised coun- their own networks: Movistar, Vodafone, tries such as Canada, the United States total independence Orange and more recently Yoigo. and Australia. Mobile virtual operators are In theory, MVOs are entities with total After lengthy negotiations, agreements, and characterised by lacking a concession in independence from the operator that owns draft bills, in late 2006 the implementation the frequency spectrum, and as a result the network, with which they have solely of MVOs was approved. Carrefour Movil by lacking their own telecommunications reached an agreement to use their serv- was the first to enter the fray. Right now, network infrastructures. They work by ices. Therefore, MVOs are utterly free to nearly two years later, there are up to 11 renting infrastructures from an operator apply the price policy they deem most more mobile virtual operators. x Innova la salle 53 53-54 ButlleiLaSalle.indd 53 8/1/09 10:44:10

54. technology Alert VIdeogAMes And AdVertIsIng fuse In gAMeVertIsIng the vast importance of videogames in recent years has led advertising agencies to try to fuse this world with advertising, creating a phenomenon known as gamevertising. The growing evolution in the world of pany that measures habits, concluded playing with advertising videogames was the main driving force that two years ago, three out of every The first step in this direction inte- behind this new concept. The consump- four males between the ages of eight grated advertisements into different tion of videogames has spread like wild- and 34 with a TV had their own video videogames in a static fashion; that fire among non-traditional demographic console. Thanks to the rising popular- is, advertising banners and billboards groups, shattering the myth that only ity of online games, this proportion has were inserted into the game itself, as teenagers play in front of a screen. A grown to such an extent that advertisers if they were part of the scene. The study conducted by Nielsen, a com- wanted to jump on board, too. next more recent step consisted of dynamically adapting advertising to each player, to each moment in the game and to the geographic location of each scene. This type of advertis- ing seems more real, as the adverts are updated periodically and are ultimately more effective. Currently, the vast majority of advertising runs along these lines, with new options constantly being innovated and developed. Recently a new alterna- tive has come to light, with the goal of prompting interaction between the player and the advertiser so that the user can buy, and even test, the product whenever possible. For example, as published by the American investigation and analysis agency Park Associates, spending on advertising in videogames now accounts for around 370 million dol- lars each year, and its growth is such that it will most likely reach 2,000 million in the next three to four years. The first organisations expected to venture into this new vision of busi- ness are the leading multinationals in the industrial sector. x 54 Innova la salle 53-54 ButlleiLaSalle.indd 54 8/1/09 10:44:13

55. CULTURE AND FREE TIME BARCELONA, THE REINVENTED CITY The capital of Catalonia conceals Roman remains, Gothic churches, Renaissance palaces, Art Nouveau gems and avant-garde buildings designed by the leading figures in contemporary architecture such as Norman Foster, Richard Meier and Jean Nouvel. A city that never loses its imagination for reinventing its urban landscape. By Laura Ordóñez Photos: © Turisme de Barcelona Avant-garde, dynamic, open and una- opening up new spaces that would join own: Barceloneta, El Raval, the Barrio bashed. Barcelona is a city that lived the city and improve the connectivity of Gótico (Gothic Quarter) and the Casco inside walls until 1859 and is currently its neighbourhoods; planning new areas Antiguo (Old Town). one of the most cosmopolitan cities in the of centrality to facilitate new and better The first, Barceloneta, leads to the Olympic world. Perched on the Mediterranean, services in the areas far from the centre; Village, the athletes residence during the the map of the city shows ten districts and give an urban design personality to 1992 Olympics. With an appealing range Ciutat Vella, Eixample, Sants-Montjuïc, the outlying districts. Thanks to this impe- of restaurants and bars, the Olympic Port Les Corts, Sarrià-Sant Gervasi, Gràcia, tus, starting in the early 1980s Barcelona has become a prime free-time area which, Horta-Guinardó, Nou Barris, Sant Andreu began to shed its old skin to become along with its more than four kilometres of and Sant Martí. what it is today: a benchmark model of beaches, gives the one and a half million In 1979 Barcelona was a city with scant urban planning for the rest of Spain and Barcelona residents the chance to enjoy economic resources that was grappling the world. a wide range of nautical sports. with vast urban development problems The Paseo Marítimo, or boardwalk, is stemming from the lack of planning and Ciutat Vella, four dominated by the Mapfre and Hotel Arts the voracious pace of development in the contrasting neighbourhoods towers. Both buildings, measuring 157 1960s and 1970s. With this situation as The heart of Barcelona is Ciutat Vella, metres and 154 metres tall, respec- the backdrop, the Town Hall embarked which is the home to four neighbour- tively, were designed to have views of on numerous projects with the goal of hoods, each with a personality of their the Olympics. The boardwalk extends Viewpoint of Colon Barcelonas Cathedral Casa Milà or La Pedrera Innova La Salle 55 55-57 Barcelona.indd 55 8/1/09 10:45:25

56. CULTURE AND FREE TIME close by is the Plaza Real, built in 1848 over the remains of a Capuchin convent whose epicentre is the home to the Tres Gràcies fountain and lampposts. The Raval neighbourhood, which until relatively recently was known as the Barrio Chino (Chinatown), conceals a rich amalgam of cultures that are reflected in its mosque, its African and Pakistani hair salons, its Muslim butchers and its shops selling Indian saris. Nestled inside this ethnic rainbow is the most avant- garde part of Barcelona, which in the Plaza de los Ángeles is best expressed beyond Barceloneta to the Muelle de by MACBA (the Barcelona Museum of JEAN NOUVELS GEYSER la Fusta, and to the Rambla del Mar, Contemporary Art), a luminous white The Agbar Tower is an oval-shaped building a wooden walkway featuring undulant building featuring perfect shapes designed crowned by a glass and steel dome inspired shapes that connects the Columbus by Richard Meier. by a geyser or thermal spring which, since statue with Maremágnum, a shopping it was opened in 2005 as the headquarters and entertainment centre that seems to of Grupo Agbar, has given Barcelonas float over the water. Right across from it The heart of the city is Ciutat skyline a touch of colour. At night, 4,500 is Barcelonas own World Trade Centre, Vella, which is the home to four lights shine on this building designed by a gigantic circular building that houses neighbourhoods: Barceloneta, Jean Nouvel, thanks to the LED system that offices and a five-star hotel with spec- El Raval, the Barrio Gótico and provides uniform lighting, better colour tacular views of Barcelona. the Casco Antiguo performance, optimal energy consumption Also near the coast are the grounds of the and low maintenance costs. It is a bench- Universal Forum of the Cultures 2004, a mark in Barcelonas new architecture whose venue that welcomed 3.3 million people The historic centre of the Gothic Quarter, 142-metre high silhouette rises out of the over the 141 days of the event. which houses the remains of the ancient heart of Plaza de las Glòries. Between the port and Plaza de Cataluña Roman city and the complex of mediaeval is La Rambla, a lively, colourful boul- buildings, is Plaza del Rey square. evard peppered with newsstands and Located in the heart of the Gothic Quar- stalls selling birds and flowers. Along ter, Plaza de Sant Jaume (Saint James it are buildings with vast architectural Square) is the home to the Town Hall and value such as the Betlem church, the the Palace of the Generalitat (the regional Palau Moja and the Palau de la Virreina, government). The Casco Antiguo, or Old which periodically hosts exhibitions. Other Town, is located in what was formerly famous features on this artery include the the Ribera area, better known now as El famous Canaletas fountain; La Boqueria, Born, a former neighbourhood inhabited a traditional food market also known as by fishermen and craftsmen that today Mercat de Sant Josep; and the Gran has become one of the most cosmopolitan Teatre del Liceu, the opera house that neighbourhoods in Barcelona. Here, the was destroyed in a fire in 1994 and reo- basilica of Santa Maria del Mar is cer- pened in 1999. On Nou de la Rambla tainly worth a visit. Another must-see is street is the magnificent Palau Güell, the Picasso Museum, which houses the the residence of Count Eusebi Güell, the most complete collection of early works patron of architect Antoni Gaudí. Very by this Spanish artist. 56 Innova La Salle 55-57 Barcelona.indd 56 8/1/09 10:45:33

57. Basilica of Santa Maria del Mar From the Born Market you can reach To the north of this neighbourhood is Ciudadela Park, the current home to the the exotic Parc Güell, also declared a Catalan Parliament which was built over World Heritage Site. You cannot find a the lands of the former military citadel. single straight line in this magical space measuring 20 hectares, which houses The bourgeois soul of the Eixample the Gaudí House-Museum: everything is Barcelonas Eixample district, an extension wavy, twisted and sinuous. of the city designed by Ildefons Cerdà and The Gaudí building that best identifies begun in 1860, is one of the most unique Barcelona all over the world is the Sagrada examples of urban planning worldwide. This Familia, which the architect from the district is condensed in a relatively small small town of Reus worked on for over and the industrial estate and neighbour- area arranged around the central artery of 20 years yet never finished due to his hood of Zona Franca. The mountain of Paseo de Gracia, Paseo de Sant Joan, the tragic death in 1926, when he was run Montjuïc has become a first-rate hub ring roads and Diagonal avenue. over by a tram. of culture that houses the National Art Along Paseo de Gracia there is a series Museum of Catalonia, the Archaeology of emblematic Barcelona buildings like Museum, the Ethnology Museum, the Casa Milà better known as La Pedrera Barcelonas Eixample district, an Joan Miró Foundation and the Caixa- (The Quarry) which UNESCO declared extension of the city designed by Forum Foundation. a World Heritage Site in 1984. The attic, Ildefons Cerdà and begun in 1860, made of an impressive succession of 270 is one of the most unique examples The Barcelona of the future brick arches, holds up a multilevel terrace of urban planning worldwide Barcelona never stops reinventing its with smokestacks and boasts impressive urban landscape, and fine proof of this views over Paseo de Gracia. are its 450,000 m 2 of new constructions Another of Gaudís masterpieces, which In the exclusive uptown area of Barce- already underway, including the city project is a must-see on any trip to the city, is lona is the residential neighbourhood of dubbed 22@Barcelona, which is turning Casa Batlló, and right next door is Casa Pedralbes, located in the heart of the the neighbourhood of Poblenou into a Amatller, another lovely example of Cata- Les Corts district, which also houses the clearly avant-garde niche. This district lan Art Nouveau architecture, as is Casa university and the Pedralbes monastery, is attracting the leading stakeholders in Lleó Morera. founded in the 14th century. the tech, audiovisual and energy indus- In the neighbourhood of Gracia is Casa Towards the south of Barcelona is the district tries, with the confirmed presence of Vicens, a historicist Mudejar-style building of Sants-Montjuïc, the most sprawling in the most important universities, training made of stone, brick and rich ceramic Barcelona which is the home to much of centres, R&D centres and more than tile work. the Montjuïc mountain, the port district 900 companies. x THE CAMP NOU OF THE 21ST CENTURY In September 2007 the model of what the new Camp Nou (Barça football teams home pitch) will be like six years from now was unveiled. Norman Foster took on this challenge, respecting the original essence of the stadium built back in 1957 yet adapting it to the new demands of the 21st century. He will expand the stadium upwards by creating a movable roof and will envelop the entire building in a type of Gaudiesque mosaic dyed in the colours of the club and of Catalonia. The building will be environmentally friendly, gathering rainwater, saving energy and © FCBarcelona using natural ventilation. Innova La Salle 57 55-57 Barcelona.indd 57 8/1/09 10:45:43

58. culture and Free time internet el estilo del siglo XX (20th century style) Joan Eduardo Cirlot published this book in 1952, in which he tests a description of a totality that he calls Style. In El estilo del Siglo XX you can see how major and minor, transcendent and petty, visible and invisible issues are all interwoven, although they are all necessary for getting to know modern life, which he tries to understand not just as art history. This new Sabbath draws from science and philosophy, literature and music, ¬ www.blogarquitectura.com cities and traffic, architecture, the applied arts and many other This is a blog where you can find original, things we live amidst every day without realising it. The book, ground-breaking novelties in the world virtually one-of-a-kind in the Spanish literature of the day, is of architecture. Two examples are the dedicated to André Breton, whom Cirlot had personally met bioarchitectural adaptation of a Alice- in Paris in 1949. The mock-up of the book, which places a in-Wonderland style house, and the great deal of importance on the relationship between image creation of a sofa-party by Sybarite. and text, was assembled by the poet himself. Probabilitat (Probability) lluÍs Vicent/ramon VillalbÍ Things are not always black and white but grey, even though ¬ www.designaddict.com they often tend towards black or white. Given this reality, This is the portal for lovers of modern cant we intuit what will happen? Isnt it possible to control and post-modern design. Design Addict uncertainty? Most likely These are the cornerstones upon is the leading website in the sector, where which the authors of the new book published by La Salle, you can find information from the entire Probabilitat (Probability), build their argument. Written by international design community thanks two La Salle professors of engineering and architecture to links to many of the professionals Lluís Vicent and Ramon Villalbí, the book is also a compila- who have created all manner of objects tion of the teachings of the PhD from the same university, and accessories. Daniel Cabedo. shock! Are there internal rumours that your company is for sale? Have you read in the press that the company you work for has been bought? Is it a merger? Right now you think: Where will I end up? What will happen to me? What motivates me to keep going? ¬ www.skyscraperpage.com Four experts in the world of human resources analyse these Skyscraperpage.com is the ideal website and other questions in Shock!, a useful, practical guide that for lovers of urban heights. It has a vast aims to help professionals through a merger process. The variety of illustrations and diagrams of experts are Quim Bernardo, HR director at Hewlett Packard, the tallest buildings in the world. Its Sylvia Taudien, director of Advantage Consultores, Clotilde extensive database makes this page Tesón, HR director at Grupo Codorniu, and Josep Manel Ven- one of the most often visited by fans tosa, HR Development director at Banc Sabadell. of these unique buildings. 58 innova la salle 58 LibrosyWebs.indd 58 7/1/09 16:29:26

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