The Cubaindustria 2024 event, currently underway, features a dedicated Design Forum focusing on the recently approved industrial design policy, its environmental implications, and its alignment with the circular economy. This forum highlights the progressive economic transformations in Cuba, which have paved the way for new opportunities and challenges in the design sector. The cornerstone of these advancements is Decree 88, approved by the Council of Ministers in 2023, which established the National System for Industrial Design and Visual Communication.
Gisela Herrero García, Director of the National Design Office (ONDI), emphasized the historical significance of this development. ‘We were pioneers in creating an office that itself represents the first public policy in design. Thanks to Fidel Castro’s vision, an organization was established in 1980 to evaluate, develop, train, and promote design. This was a bold initiative,’ she remarked. The journey to this milestone included the creation of the Evaluation System and the Registry of Designers, culminating in nearly 45 years of dedicated effort.
The newly approved policy and system are the result of collaborative efforts involving professionals from various disciplines. Given its dynamic nature, the system requires continuous updates to adapt to evolving technologies and methodologies. ‘The National System is a work in progress, constantly reinventing itself. As disciplines evolve and new technologies emerge, designers must be equipped with the tools to address contextual challenges,’ Herrero García added.
Although the design policy is relatively new within the industry sector, it has a cross-cutting influence on other areas such as industrial development, automation, maintenance, recycling, and packaging. This integration, according to Herrero García, strengthens the national economy. ‘Design must serve the economy. It’s crucial to position design as an investment rather than a cost, ensuring it adds value to processes and outcomes,’ she explained.
The policy’s implementation has already yielded tangible results, including enhanced partnerships with various entities and a deeper understanding of the strategic importance of design evaluation. For instance, the Cuban Apiculture Enterprise (Apicuba) underwent significant transformations following an evaluation, leading to improved product quality and organizational efficiency. ‘Even small improvements can have a profound impact, enhancing both the product and the organization’s strategic management,’ Herrero García noted.
Looking ahead, the priorities for the design sector are extensive, ranging from introducing design concepts at an early age to creating solutions for the elderly. ‘Design and communication must be recognized as key drivers of company development,’ Herrero García stressed. The systemic approach to design emphasizes collaboration and process-oriented thinking, ensuring that design continues to play a pivotal role in Cuba’s economic resilience.
Herrero García concluded, ‘Without political will, we wouldn’t have reached this point. The design policy is a strategic tool for training and development, and with a systemic approach, it will continue to enhance our economy.’