Posted on 21. Oct, 2010 in Victoria

Victoria’s position as a centre of excellence in design was further strengthened today with the launch of the Brumby Labor Government’s $14 million design action plan.

Launching the Victorian Design Action Plan 2011-2015 at CobaltNiche today, Innovation Minister Gavin Jennings said the plan would stimulate growth in the use of design in Victoria and contribute to jobs growth in the sector.

“Design is important for economic development and social wellbeing and the Brumby Labor Government is committed to ensuring Victoria retains its position as Australia’s design leader,” Mr Jennings said.

“The use of innovative design in our businesses is one of the keys to building Victoria’s export potential and local jobs growth. Already the design sector directly employs more than 76,000 Victorians.

“We want to see further integration of design into industry where it is already driving innovation in products, services and industrial processes.”

Mr Jennings said local company CobaltNiche was an excellent example of the type of innovative, client-focussed firm that would help drive the growth of design in Victoria. Most recently CobaltNiche worked with Bombardier to develop the design of Melbourne’s next generation of trams.

Mr Jennings said the Victorian Design Action Plan would position design as a tool to address economic, social and environmental issues facing Victoria, such as sustainable population growth, climate change and food security.

Initiatives in the Victorian Design Action Plan include:

  • $5 million Design Integration Program focussed on manufacturing, with its pilot currently underway;
  • $2.5 million to continue the State of Design festival and the Premier’s Design Awards as biennial events;
  • $725,000 Design Awareness and CEO Education Program;
  • $900,000 industry-based learning and design skills development program; and
  • Investigation of models to establish a Victorian Living Lab for design innovation and the case for a Victorian Cooperative Research Centre for design-led innovation.


“The action plan positions us as an international leader in driving the design-led growth of industry through increasing design-led exports, investment attraction and economic growth,” Mr Jennings said.

The Victorian Design Action Plan builds on the Design Victoria Strategy. Victoria’s design sector is worth $7 billion annually and accounts for more than $300 million in design-related exports.

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