Hamburg's creative innovation partnerships

The goal is to bring together very different perspectives in business and administration with the creative industries. "We are talking about eleven sub-markets of the creative industries represented by Hamburg Kreativ Gesellschaft. We have creatives in design, art and film, as well as architecture and the games industry," said Steinwärder. She and Seitz have developed various events for the Cross Innovation Hub with their eleven-strong team to ensure cross-industry collaboration leads to new business models, products and services. Hamburg-based companies such as the Otto Group, NXP and Hamburg Wasser as well as various local authorities have relied on the innovative power of creative minds to come up with solutions for a wide range of issues in workshops.

“We bring employees together with two creatives who develop innovative products, services or processes as an interdisciplinary team in the Cross Innovation Lab,” said Steinwärder. This procedure begins with an analysis of the issues facing a company from the perspective of the creative project partners. During the subsequent workshop, concrete solutions are developed and refined with feedback. One feature of the Cross Innovation Lab is the iterative working process, i.e., the same or similar measures are repeated to gradually arrive at a solution. The Cross Innovation Lab has given rise to groundbreaking ideas on several occasions including the FAIRCraft project, launched by the Hamburg Aviation Cluster. A lightweight, recyclable aircraft cabin, launched in 2021, should make civil aviation climate-friendlier. FAIRcraft has since secured funding from (IFB), and a mock-up of the cabin was presented to the public during the AIX Aircraft Interiors Expo in Hamburg in May.

"We have developed several different theories of success, e.g., both sides meet as equals as opposed to client and a recipient. A trusting atmosphere is also a proven element of success. To this end, we moderate the procedures and put the respective teams together," said Steinwärder. The right team or match is key to the Cross Innovation Hub's success. In 2023, Steinwärder and Seitz set up a pool of 50 permanent creative minds. "More than 300 creatives applied. A jury chose the finalists. Now we can get to know the creatives better and match them more effectively," said Steinwärder. Those selected for a match receive a fee, while companies pay a co-operation fee. "That varies depending on the event," said Steinwärder. But it won't stop at 50 creatives. "We will continuously expand our and are planning another application phase in autumn."

However,  Steinwärder will  draw on the original pool for the next  "Attac your Product" session in October. A product is broken down entirely over three and a half days to come up with  a sustainable strategy. "We also have an 'Attac Your Business' session to find at least three ideas for new products, services, innovative business models or fields." Unlike the Cross Innovation Lab, which lasts several weeks, the Attac approach is a sprint format that is held in three and a half days, said Steinwärder. That also applies to the pop-up office, which focuses on changing work culture or establishing a culture of innovation. Again, the three-and-a-half-day scheme involves a constructive change of perspective  to expand methodological expertise or select suitable New Work practices to meet the  respective company's requirements. Most recently, the Hamburg-Nord district office initiated a cultural change.

"We give creatives space for their special skills, such as synthesising knowledge or creatively combining different fields of knowledge. They also have a good feel for problems. Only those who have a good grasp of an issue can develop solutions," said Steinwärder. Creatives can all  visualise a desirable future - and we could really do with that at the moment."
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