Is innovation not exclusively technological? Is creativity only too absent from the economic process? Fortunately, the often opposed worlds of culture and economy are joining forces. Gateways are emerging across Lower Normandy. This new vision of innovation will be at the heart of the debate on the 26th of November in Caen, at the occasion of the national conference for science parks, incubators, EBICs (European Business and Innovation Centres) and competitiveness clusters.

At the Bazarnaom, artists reunite and share | Cherbourg’s animated film industry is relying on teamwork

At the Bazarnaom, artists reunite and share
A dozen cultural and artistic teams, in a unique venue: in Caen, the Bazarnaom is an original example of accumulated talent. On its two floors, workshops and studios occupy both sides of a long corridor. The ground floor houses a small theatre, referred to as the “work room”, and offering anyone wishing to take up residence, the opportunity to present his/her work before taking the plunge. “The idea is in fact to offer a sort of tool box. Artistic multidisciplinarity and shared skills and know-how form the keystone of Bazarnaom,” explains Fabrice Bisson, the Caen-based association’s communications executive. Born in the year 2000, Bazarnaom is now home to twelve teams, for a total of forty budding artists/associates. After a number of years at 40 Quai Hamelin, Bazarnaom took up residence eighteen months ago at 65 Rue des Rosiers, alongside the Boulevard Richmond. “The proprietor, Eric Lebreton, who also owns the music store “Bonnaventure”, was keen for us to move here. He is, in fact, our sponsor, since he could have rented to any business for far more, given the premises’ prime location,” adds Fabrice Bisson. All of the entertaining arts professions are present (from visual artists to sound engineers). “Here, we can create a show from start to finish, by exploiting talent from here and there. Each structure is independent, within an ideal concept: collective independence.” The venue sets the example; it is attractive, but already fully booked… Anne Dussutour welcomes Fabrice Bisson to her “Boutique” (Bazarnaom’s wardrobe).
> Bazarnaom - 65 rue des Rosiers, Fabrice Bisson - Tel: 02 31 85 50 83

Cherbourg’s animated film industry is relying on teamwork
At the production company « Les Gueux de Terre à Terre » (LGTT), an entire creative world is contemplating tomorrow’s cinema. The company’s feature film project is entitled “HDM”. And it is scheduled to hit the screens in 2010. In the meantime, the team is hard at work. “It’s an animated film depicted via a hand-painted rendering. We try to put matter into motion,” explains the company’s Cherbourg-born director Philippe Chanteloup. “I had always dreamed of producing home-made animated films. And here we have talent, know-how and skills. And when funds are low, it’s far easier to set up in the provinces.” After a career in both Caen and Paris, the self-taught illustrator returned to his home town in 2003. In the premises of the former army hospital, opposite the harbour, the company’s 1,000m2 reunite the greatest variety of skills of all origins. “The team is literally the result of a round-the-globe recruitment campaign; it currently comprises four Russians, along with Canadians from Montreal. I try to associate the very best. All professions (from graphic design to 3D animation, via composition) are hard at work.” And within Cherbourg’s audiovisual hub, LGTT has developed fruitful relationships with its neighbours (such as Quadraxis and Wan Bam). “We develop overall production methods, combining tradition and new technologies, in order to produce high standard products targeting the international film market,” adds the confident entrepreneur. “If all goes well and if investors stay with us, our staff, currently a team of ten, could well reach forty.”
>Philippe Chanteloup E-mail: philippe.chanteloup@lesgueux.com

As overwhelming as it is alluring. In the heart of Caen’s “peninsula”, the brand new Ecole supérieure d’arts et médias – School of Art and Media (ESAM) opened its doors on the 5th of October. Adorned with wood panelling, it is, after the nearby Cargö, the latest evidence of the desire to revive this yet barren site. The building, designed by the architect Jean-François Milou, aspires to offer the town an imposingly attractive feature. Over and above its 250 students, the school welcomes around 900 scholars of all ages, together with conferences and, of course, exhibitions. “Caen les Rencontres”, a cycle of four conferences on architecture, urban planning and sustainable development, has already attracted over 1,500 participants in October. “The idea is for the school to become a major reference centre, thanks to our resources and the talent we pride in here. I would like to create a genuine breeding ground for creative projects,” explains Jean-Jacques Passera, Director of the ESAM..

« economists are now placing creativity in the forefront »

Thus, the course option entitled Communication-media “new spatialities, wave poetronics ” could, in particular, lead to fruitful links with research laboratories or businesses “Changes in urban territories have both generated and encouraged certain social, economic, cultural or even communicational practices. All of these changes, embracing scientific, technological and urban qualities, represent a vast creative and artistic potential. So let’s create links precisely on those issues,” hopes the school’s director. And even if a few collaborative opportunities have already been extended in the past, they could well take on a totally new dimension. Creation, innovation, creativity, cultural economy…
Many a word that will be on everyone’s lips at the forthcoming RETIS conference, the national network of science parks, incubators, EBICs (European Business and Innovation Centres) and competitiveness clusters, on the 26th of November, to be held precisely at the ESAM in Caen (see boxed article ). “Economists, sociologists and geographers are placing the question of creativity increasingly in the forefront, to account for certain economic development trends and social changes. Today, the question of innovation is posed in creative terms,” highlights Elsa Vivant, lecturer at the Institut Français d’Urbanisme – French urban Planning Institute (Université Paris 8).

« the idea of a « creative class » is opening new thought paths »

The university lecturer (who will be in Caen on the 26th of November) is precisely studying research conducted by the American economist, Richard Florida. The latter advocates the idea of a new social class, the “creative class”. His frequently criticised theory is a matter of much controversy. “It is indeed a rather vague concept, however it opens new and interesting thought paths on today’s urban landscape. The predominant theory throughout his work associates the economic development of towns with their capacity to attract members from the creative class,” adds Elsa Vivant. The document entitled “Caen, la culture en capitales” (Caen, cultural in capitals), drafted in order to open the debate on future cultural policy, and published last September, states, “emergence, creative novelty, innovative expressions also appear to be inadequately encouraged. (…) It is on the basis of these observations that the town hopes to stimulate this creative breeding ground.”And the trend is already emerging. A medley of genres, a mix of economy and creativity, offering the proof that minds are opening up and mentalities are changing.

« We have broken from the economic culture »

“In France, we have adopted an “engineer’s” approach to things. Yet, we know that even the best products don’t always meet with success. Consumer perception counts too. There’s the content, and then there’s the image. They are indissociable,” believes Vincent Gollain, director of Sustainable Regional Attractiveness at the Paris Ile-de-France Regional Development Agency. This specialist in territorial marketing will also be in Caen on the 26th of November.

“We have broken from the purely economic culture. Yet, it is precisely the gateway between these two worlds that generates creativity,” notes Vincent Gollain. “We need to add value and creation to products and services, to offer something different, to distinguish ourselves from standard format products.”
The very definition of innovation is changing. It can no longer be simply limited to research and patents. Furthermore, it is the very subject of a recent report forwarded to Christine Lagarde, the French Minister of Economy, by Delphine Manceau, lecturer at the ESCP Europe business school, and Pascal Morand, the school’s Managing Director. The document entitled, “Towards a new vision of innovation” ⁽¹⁾, pleads precisely in favour of a wider-ranging view of innovation. “Often, the French view of innovation focuses exclusively on research and technological progress. We should be considering consumer innovation, business models… And integrating notions such as the human sciences, marketing, design… Let’s look at encouraging team work. Creativity is the result of encounters between fundamentally different human beings,” believes Delphine Manceau, a marketing specialist who will be attending the RETIS conference. “Today, it appears essential that we stimulate the innovative capacity of France’s businesses. In these times of globalisation, research investments are no longer enough. However, I’m still optimistic. A genuine awareness is emerging.” Optimism that can be shared late November at the Caen conference.

(1) To consult the report « Pour une nouvelle vision de l’innovation - Towards a new vision of innovation »: http://www.escpeurope.eu/fileadmin/user_uploads/News/Rapport_Morand_ Manceau_-_Pour_une_nouvelle_vision_de_l_innovation_-_ESCP_Europe_2009.pdf

> Jean-Jacques Passera- Director of the ESAM
17, cours Caffarelli à Caen
Tél. : 02 14 37 25 00
Site : ESAM

> Delphine Manceau - Lecturer in marketing at the ESCP Europe business school
Tél. : 01 49 23 21 96

> Vincent Gollain - Director of Sustainable Territorial Attractiveness at the Paris Ile-de-France Regional Development Agency
Tél. : 01 58 18 69 00
Site : Marketing territorial

> Elsa Vivant - Lecturer at the Institut Français d’Urbanisme – French urban Planning Institute (Paris 8).
Tél. : 01 64 68 00 16

Exporting Lower Normandy’s creativity

Heulà’s postcards or the Caen International Fair’s new exhibitions are being exported well beyond regional frontiers.

Normandy’s self-mockery is travelling the country
It’s the William the Conqueror syndrome,” decidedly, Sylvain Guichard has chosen an appropriate figure to depict the incredible tale of these amusing postcards, born just three years ago in Caen, and now conquering the entire French territory. No less than twelve French regions are now relishing in the Lower Normandy-based illustrator’s sense of humour, applied with style to the specific and typical features of each territory.
Following the success of a number of “by-products” (calendars, table mats, key rings…) the Caen-based limited company Heulà, “which is by no means forsaking its Normandity,” to quote Laurence Plainfossé , one of its two salaried workers, is now exporting the successful recipe of regional self-mockery. Once more in the form of Sylvain Guichard’s sketches, but this time under his own name. “For each region, I create a brand name and register fifty or so illustrations. Thanks to the Editions Legoubey network, each regional publisher can select its own 40 postcards. I’m currently tackling Alsace, the Pays Basque and the Côte d’Azur,” adds the former photographer come illustrator. Corsica, Auvergne and Burgundy will follow next spring. “I have orders for almost the entire French territory, but I need a little time to produce drawings, since I’m going it alone.”
And the method is always the same: first of all, a little research on the internet, not only via institutional sites but also many blogs, then Sylvain puts pencil to paper before, finally, testing his models on his personal circle. A total of around 600 models are already available. And Belgium and Switzerland are also showing an interest. Sylvain Guichard admits that, “It’s taking on quite a dimension, not forgetting, of course, that we need to renew existing collections.”
Shortly, thirty new Heulà cards (in addition to its sixty existing models) will be appearing for the first time on stands throughout the country. A total of one million postcards have already been sold (400,000 for Heulà and 600,000 for other French regions)!

The Caen International Fair’s exhibitions are taking to the road
The Caen International Fair’s exhibitions are another regional success story. For the past three years, Philippe Bertin (who took on the management of the semi-public company Caen Expos Congrès in 1997) has given a new meaning to the Caen fair. “I was convinced that we needed to move on, to offer a new dimension, beyond the traditional trade fair, if we wanted to ensure the fair’s continuity. The event’s future depended on it. Visitors have changed too. Their interests have moved on and they no longer come to the fair simply for a good bargain, but also for entertainment,” highlights the fair’s director. Following in the footsteps of Imperial China and the army of Xi’an (2007) and the sacred gold of the Incas and Peru (2008), India and its Maharajas were invited to the 2009 edition. “Each time, I tell a story, an era, a culture. My audience is multifarious. And the common denominator is an appealing story. We are one of France’s only fairs to have initiated such an event, and everything we present is tailor-made,” explains Philippe Bertin, now a genuine creator and already poised, with pen and paper, to write the story of the American Indians for the fair’s 2010 edition. Just like Heulà, this typically Norman recipe is charming many. “Our three exhibitions are already on the road. As soon as the Caen fair closed its doors, India left for Montpellier, before heading for Angers then Douai. There are around five external dates per exhibition. And each time, we look after technical and event assistance. It’s a totally new job for us, but one that enables us to secure a return on our investment,” Philippe Bertin weighs up. These new exhibitions (presented in a vast 1,500m2 marquee) were quick to make an impact on the fair, “They have given a boost to attendance. We have progressed from an average of 200,000 to 240,000 visitors. More than half of our visitors are drawn by the exhibition,” adds Philippe Bertin. And every year now, France’s other fairs come to visit Caen.

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