Telling tales of the spot on the spot - OpenArch Conference, Archeon 2013
Transcript of Telling tales of the spot on the spot - OpenArch Conference, Archeon 2013
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
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: