On January 31, 2024, World Design Capital San Diego Tijuana 2024 (WDC 2024) and the City of San Diego announced its year of programming for design-related events. The first cross-border designation in World Design Capital history, San Diego is the first U.S. city ever to receive the designation and Tijuana is the second city in Mexico to hold the title.

“We are thrilled to officially announce our year-long program of events and initiatives that have been created and led by community members from the San Diego Tijuana region, and are a reflection of the creative passion that exists here in the community,” said Mai Nguyen, Board Chair of WDC 2024 and Director of UC San Diego Design Lab. “WDC 2024 was made possible due to our passionate cross-border design community. Throughout the year, we will be supporting and presenting design-driven events that align with our mission to transform and elevate our region.”

The San Diego Tourism Authority (SDTA) is partnering with World Design Capital San Diego Tijuana 2024 (WDC), to promote the cross-border region as a premier design destination and support a year-long slate of innovative programming. 

“The World Design Capital will spotlight our region’s art, architecture and intellect, elevate us as an international design destination, and inspire our community for years to come,” said Julie Coker, president and CEO of the San Diego Tourism Authority.

World Design Capital programming will feature a series of public events, conferences, exhibitions, summits and celebrations, bringing together global leaders to exchange ideas and create opportunities to use design to solve some of the region’s most critical issues. 

The calendar of events will include signature events in partnership with the World Design Organization, as well as community events that will help achieve program goals, demonstrate  cross-border collaboration and promote design thinking.

Signature Events

Throughout the year, WDC 2024 will present six signature events in partnership with the World Design Organization® across the San Diego Tijuana region featuring interactive design experiences for all. Signature events include the Community Celebration on February 28 at the Tijuana Cultural Center (CECUT); the World Design Festival powered by Tijuana Design Week happening May 1-5 in Tijuana; the World Design Experience powered by the Design Forward Alliance and San Diego Design Week happening September 18-25 in San Diego; the World Policy Conference powered by the City of San Diego and UC San Diego Design Lab taking place November 12-13 in San Diego; the World Design Network of Cities organized in partnership with the City of San Diego, the City of Tijuana, and the World Design Organization on November 15 in Tijuana; and the WDC 2024 Convocation Ceremony organized in partnership with the World Design Organization on November 16 at The Salk Institute.

World Design Spotlight

WDC 2024 will also be creating digital content capsules to share stories of design that shape the region. Curated by AIGA, the World Design Spotlight will highlight design-driven innovations, designers, design firms, design studios, and projects in the San Diego Tijuana region. Highlights include the Centro Cultural Tijuana (CECUT), Cross-Border Express (CBX), James Hubble / Ilan Lael Foundation, Qualcomm, Taylor Guitars, The Salk Institute, and The Stuart Collection at UCSD.

Temporary Art Installation

WDC 2024 has selected internationally recognized visual artist, Daniel Ruanova from Tijuana and full-service architecture and design agency Heleo, to create a temporary art installation titled "EXCHANGE Pavilion" that will come to life in the Plaza de Panama at Balboa Park and the Palacio Municipal de Tijuana. "EXCHANGE Pavilion" invites us to immerse ourselves in its physical and conceptual presence, contribute to its public memory and coexist with others who arrived along the way. “EXCHANGE Pavilion” will provoke dialogue, creativity, human connection, and the exchange of our collective experiences. A representation of the significance of WDC 2024 to the region, this installation will serve as a bridge, connecting people from various backgrounds, inspiring conversations, and fostering a sense of unity.

Community Initiatives

WDC 2024 will be endorsing 300+ community initiatives consisting of a diverse range of projects, events, exhibitions, activations, and more offering opportunities for active participation and engagement. The Community Programs will advance the mission of WDC 2024 to transform the region through the lens of design, curated and led by community members from San Diego and Tijuana.

“I’ve supported the World Design Capital San Diego Tijuana project from day one because of the economic benefits and cross-border collaboration that it will bring to our region,” said Councilmember Raul Campillo, who strongly advocated for $3 million for World Design Capital (WDC) in the FY2024 City of San Diego budget. “It’s an honor to help reveal more exciting details about the WDC San Diego Tijuana 2024 program, like the Balboa Park Pavilion and more than 300 community programs.”

The Prebys Foundation $1M Pledge

The Prebys Foundation is pledging an additional $1 million in matching funds to the World Design Capital. The Prebys Foundation is committed to fostering unity and growth within the cross-border communities, striving for a future that is inclusive, equitable, and vibrant. This means that for every dollar contributed to the WDC 2024, the Foundation will match it, effectively doubling the impact of each donation. This initiative is pivotal in promoting design excellence and urban policy, drawing investment and creative talent, fostering new partnerships, bolstering knowledge-driven economic growth, and enhancing the global reputation of the region as a premier travel destination. WDC 2024 is a program led and shaped by the community; we encourage everyone to engage with and support this matching challenge.

To learn more about WDC, visit: https://wdc2024.org

About World Design Capital San Diego Tijuana 2024

The World Design Capital® (WDC) is designated every two years by the World Design Organization® (WDO) to recognize a city’s innovative and effective use of design to strengthen economic, social, cultural and environmental development. Through a year-long program of design-related events, WDC provides a platform to showcase best practices in design-led policy and innovation, increase civic engagement, and attract business and tourism. The selection of the San Diego Tijuana joint bid makes it the first cross-border World Design Capital in history. While the designation is for both cities as one connected community, San Diego is the first U.S. city ever to receive the designation. Tijuana is the second city in Mexico to hold the title, following Mexico City in 2018. WDC 2024 will host a series of events, exhibitions and summits including six signature events and supporting over 300 public events and initiatives that address the region’s most pressing challenges through design, and create a unified force for regional transformation. The region’s winning bid reflects the collective efforts of founding partners UC San Diego Design Lab, Design Forward Alliance, Burnham Center for Community Advancement, City of San Diego and City of Tijuana, and numerous community supporters. More information about World Design Capital San Diego Tijuana 2024 is available at wdc2024.org.

About San Diego Tourism Authority

San Diego Tourism Authority is a private, non-profit, mutual benefit corporation composed of approximately 920 member organizations, businesses, local governments, and individuals seeking a better community through the visitor industry. San Diego Tourism Authority members include tourism-related entities in such categories as lodging, dining, arts, attractions, shopping, and transportation, among others, as well as other companies indirectly involved in tourism. Visit sandiego.org to learn more.