Press Release: Exhibition Demonstrates Importance of ‘Creative Entrepreneurship’

Irish people have an innate sense of 'creative entrepreneurship', which should be tapped into as a means out of the recession. That's according to the Digital Hub Development Agency (DHDA), which today (15.10.09) launched its 'Best in Show' exhibition.

Speaking at the launch, Dr. Stephen Brennan, Director of Marketing and Strategy with The Digital Hub, said the exhibition demonstrates the huge potential that exists for creative outputs to be transformed into practical business opportunities.

''This is the third year in a row that we have organised 'Best in Show','' he said. ''Each year, the works on display have had the potential to become marketable products that would earn money for their creators. This type of creative entrepreneurship needs to be fostered more in Ireland. As a nation, we have a long history of producing fantastically talented writers, filmmakers, artists and designers. What we need to focus on now is how to turn this innate creativity into business opportunities. The smart economy has a creative side and this should not be overlooked in planning our education system and enterprise supports for the future.''

'Best in Show' is an annual exhibition, which features digital media work produced by graduates from colleges throughout Ireland. Twelve works are featured in the 2009 show, which runs from 16th to 23rd October. Exhibits use sound and animation, computer-generated imagery, music, photography and cutting-edge design techniques to depict topics ranging from an unlikely romance to an unplanned pregnancy.

''We have a really good range of exhibits this year,'' said Stephen Brennan. ''In addition to works based around digital photography, animation and digital film-making, we also have a number of product design exhibits, which were produced using the latest technologies.''

One of the exhibits, for example, is a prototype for a watch that would administer prescription medicine to the wearer, using micro-needle technology. While functioning as a regular watch, this product would also allow people who are dependent on daily doses of medicine – such as diabetics or people with high cholesterol – to adhere to their daily prescription in a very hassle-free manner, with no risk of forgetting to take their medication.

Another design prototype on display is for a 'smart bathroom', which would have the capacity to check your health as you went about normal tasks such as brushing your teeth or washing your hands. These types of designs could change the way people live in the future: imagine your bathroom mirror having the technological capacity to identify a potential health problem and immediately inform your doctor. It sounds unbelievable now, but this product design could be something that is standard in all bathrooms in 25 years time. This type of forward-thinking around creativity and entrepreneurship is what is needed to move Ireland away from economic recession.

''Creative enterprises – such as animation and design companies and digital media businesses – employ the type of flexible, highly-skilled business models that are crucial for the development of a smart economy in Ireland. Future entrepreneurial success stories will focus on individuals or small groups of people working together using the most up-to-date technologies to communicate with each other and develop their products and service offerings. If we can tap into Ireland's tradition of creativity – and marry it with our emerging expertise and skill in relation to digital media – we will hopefully see a whole new generation of creative entrepreneurs emerging.''

In addition to the various design prototypes on display at 'Best in Show 2009', the exhibition also features a number of projects based on animation, computer-generated images, digital photography and video installations. One of the exhibits on display was inspired by the internet phenomenon of couch-surfing and recreates the artist’s living-room, including the actual couch on which a number of backpackers slept after making contact with the artist through the CouchSurfing.org website. Another exhibit, 'The Common Senses Project', aims to highlight how the five senses – sight, sound, touch, taste and smell – can be manipulated and tricked.

Graduates from Dublin Institute of Technology; the National College of Art and Design; Ballyfermot College of Further Education; Waterford IT; Dundalk IT, and a Digital Hub / FÁS learning programme are participating in 'Best in Show 2009'. The exhibition is on in the Digital Exchange building on Crane Street in Dublin 8, and will be open from 10am until 5pm each day from 16th to 23rd October (except at weekends). Admission is free of charge. For further information, see www.thedigitalhubexhibit.com.

ENDS

Contact: Martina Quinn, DHR Communications, Tel: 01-4806260 / 087-6522033

Notes:

The Digital Hub

The Digital Hub is an Irish Government initiative to create an international centre of excellence for knowledge, innovation and creativity, focused on digital content and technology enterprises. The core development of nine acres is located a 10-minute walk from Dublin city centre within the historic Liberties area. Over the next decade, this initiative will create a mixed-use development consisting of enterprise, residential, retail, learning and civic space. The project is managed by an Irish government agency, the Digital Hub Development Agency (DHDA). www.thedigitalhub.com.