ime Spatial Identity

Telling tales of the spot on the spot; Connecting the story of the spot to the

development of the spot;

What is the problem???

“We can exploit the public values of heritage (on the spot) much

better”

experience stories as music

Holland Branding Group

Identiteit en Ruimte 3 | 26 november 2012 Holland Branding Group

Palimpsest (manuscript)

we don’t build for eternity;

every generation gets the opportunity to rewrite their space

What is the problem???

heritage is …

• Malta Legal obligation

• Obstruction

• Academic Sectarian hobby

• Form-function dilemma

• spatial quality

• Start for ID & soc.coh

• Belongs to all of us

• Stimulates creativity

OLD

NEW

What is the problem???

What is the problem???

We sit on gold, high class, nobility

money, authenticity, identity

3 Questions

1. What is valuable?

2. What do we with it?

3. Method?

Balancing heritage

management goals

WHAT DO WE DO WITH IT?

Goals?

public

economy

Spatial planning

Social-cultural

How can Heritage

contribute to

REVERSE GOALS AND STAKEHOLDERS

declining population

ageing

vacancy

insecurity

bad spatial design

indifference

sustainability

spatial quality

identity

Social cohesion

involvement

As spatial identity carrier

High potential

management

DEMOCRATIC

DECISION ADMINISTRATION

ecology

living

working

Spatial design

x

heritage

Integration

heritage

Developer

Goal: Creating inspiring spaces

Government

Goal: overview

Facilitate and mantain

Heritage

Markt

Public

User Goal: Living, working, recreating, learning

Academic Goal: knowlegde production

Demands

1

2 3

4

= alignment

Valuation:

Reverse view

Private

Adding value

1. Personal history

2. Identity

3. Spatial quality

4. Social value

Cost reduction

1. Effectiveness

2. Efficiency

•Selection on basis of use

•return on investment by use

•well equipped management

4. Faster turnaround

5. Better pricing

7. Extended profit

Postponend demolition

2. Lowering research costs

1. More m2 free

Less maintenance

Social cohesion

3. More cubic meters of housing

“Break even”

8. Recreational and educational possibilities

Investment value Case: housing projects

Experience identity

story

identity

selection

ambition

use

image

past

present

future

1 2 3

method in 3 steps

brandstrategy

image

identity Core value

System of determined values

Imaging

Activated identification

In order to identify with a place, stories are needed

Ambition

Who are we and who do we want to be?

Heritage as fundament

Brandstrategy

foundation

now

100.000 BC

• archeology

• historic landscape

• historic buildings

• stories, myths, sagas people

• habits, feasts

assessment

1

van de palts

‘de motor’

‘het slachtoffer’

van de poll ‘eerste schep’

create

history

Willem I

‘koninklijk

besluit’

Bossu

leeghwater ‘spaanse vloot’

People

Tumultous Road

themes Infrastructure

Religion War

values: hard working no nonsense

…. key periods

roman ww2

Original gateway

Integer story: wide, deep and true, no hot potatoe talk

Communicates a strong ‘contagious’ fascination Has a transformative effect on the needs of citizens

Works like a compass and roadmap

Keeps surprising, feels logical and coherent

from the moment you get to know it

based on the heritage

profiel

Joining and looking for nodes

spatial potential 1. mobility

2. horeca

3. leisure

4. education

5. dwell

spatial development 3.0 1. co-creation

2. transformation

3. stacking

4. user

5. sustainable

heritage 1. Lost waters

2. unique opportunities 3. a new direction

mobility user ++

horeca + co-creation +

leisure + sustainable +

education exploit

housing ++ transform

mobility + user +

horeca + co-creation

leisure ++ sustainable

education exploit ++

housing transform +

mobility + user

horeca co-creation

leisure + sustainable ++

education ++ exploit +

housing transform +

development directions

now . . . . . . . . zero

nature/environment

contruct and dwell

agriculture

trade

health/well being

education

1. assessment 2. themes

population

3. storylines/ moodboards

4. Brand concept 5. implementation

programme

- physical world

- digital world

- virtual world

physical

world

digital

world

virtual

world

e-book

website

facebook

QR-code

augm.

reality

3D

wereld

3D

model

WE CREATE

ways of commodification

• housing • spatial stuctures • public space • social cohesion • planning proces

It can make the difference

Foto Hazenberg

physically imaging identity

3

experience-share-add

digital & virtual

3

National Monument, most expensive part/lot

Contest landscaping Ambitious plan for conservation

Including Intangable heritage WW2

Project Schuytgraaf Arnhem

Gent – Antwerpen – Hasselt – Leuven – Oostende – Roermond - Tilburg - Vlissingen

Re-development

old industrial harbours

Interreg IV project

Almere Poort

Spatial design Medieval Shipwreck

effective en efficiënt

Space

economy

Social

cultural

story of the community Visible

to experience for everyone

higher quality space

The municipality is easier to find for the tourist

targeted services

engaged

valuation framework

Less research costs value creation

Profiling entrepreneurs social cohesion

How can Heritage

contribute to

heritage is …

“I’ve made up the past again to see the beauty of the future”

Louis Aragon

Conclusions: dialogue?

Telling tales of the spot

on the spot possible?

• heritage is valuable

• Pre-conditition for

• sustainable spatial

development

• if used and managed

properly:

• leave ivory towers

• balancing goals

• engagement; round table

• mutual interest

gOLD

Heritage is: