2013 augsburg rene kooyman
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Presentation Augsburg Conference Urban Creative Renewal Oct 2013TRANSCRIPT
10-10-2013 1
AREA DEVELOPMENT
IN TIMES OF CRISIStour d’horizon
Utrecht School of the Arts HKU
Rene KOOYMAN
HKU
Augsburg
October 2013
10-10-2013 2
EUROPE IN TIMES OF CRISIS
Significant developments:
� Urbanisation
� From Industry to Services / Knowledge Society
� Absence of growth
� ‘Old School’ no longer applies: innovation
� Small and Medium Enterprises (SMEs) of strategic
value
� The economical force of the Cultural and Creative
Industries (CCIs)
10-10-2013 3
CCIS AS KEY STRATEGIC FACTOR
� CCIs drivers of economical growth (UNCTAD)
� Drivers of innovation: driving innovative
processes into realisation
� CCIs at the core of cultural and industrial
networks
� CCIs spill-over: Corporate Esthetics, Identity
and Branding, support functions
10-10-2013 4
CCIS: THE ENTREPRENEURIAL DIMENSION
10-10-2013 5
CURE-WEB.EU
Creatives: SMEs
Three criteria:
Staff headcount
Annual turnover
or:
Balance sheet turnover
????
10-10-2013 6
CCI: SIZE ENTERPRISE
ENTREPRENEURIAL BEHAVIOUR:
THE CREATION OF ECONOMIC, SOCIAL AND
CULTURAL VALUE
� cultural fabric of the Creative Industry thrives on
numerous small initiatives
� high share of freelancers and very small companies
� multiple job-holdings; combined sources of income
� new type of employer is emerging; the
‘entrepreneurial individual’
� no longer fits into typical patterns of full-time
professions
10-10-2013 8
BUSINESS CATEGORIES
• Artisan – driven by aesthetic motivation
• Solo – Individual creative focussing on growth
• Creative Partnership – two creative people
• Designer and Business Partner – One creative and one
business partner
• Designer and Licensing Partner – Designer under
royalty contract
• Designer and Manufacturer – Designer in contractual
agreement with manufacturer
• Partnership with Investor – Designer in partnership
with a formal investor
� NESTA 2008
10-10-2013 9
SPATIAL COMPONENTS: METROPOLIS AND DECAY
� From
Industry to
Services
and
Knowledge
10-10-2013 10
THE URBAN DIMENSION
� Territorial approach: zoning
� Diversified cultural environments (Jacobs)
� Social integration/identification (‘belonging’) and
distinction (Bourdieu/Florida)
� Integrated approach:
� Physical: bricks and mortar
� Social: class, culture, demographics
� Infrastructure: networking
� Conceptualisation /re-evaluation
10-10-2013 11
URBANISATION: THE VALUES OF CITY-LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and Branding
• Demographics
10-10-2013 12
The CURE Partners
CURE-WEB.EU
� Colchester Borough Council
� cre8te, Edinburgh
� Grundstücksgesellsch Kettwig
� Stadt Hagen (Lead Partner)
� Stad Brugge
� Stadt Dinslaken
� Lille Métropole
� Utrecht School of the Arts
10-10-2013 13
CREATIVE ZONE INNOVATOR
� Creative Zone Innovator: integrated approach to
urban, economic, cultural, social and
entrepreneurial development
� ABC: Area , Building, Creative entrepreneur
� Four Dimensions:
a. Learning Lab: learning environment
b. Cultural Value Chain: networked alliances
c. Flow of diversity: continuous new impulses
d. Cultural Business Modeling
10-10-2013 14
CREATIVE
ZONE
INDICATORS
10-10-2013 15
BRUGGE: CULTURAL HERITAGE
Empty shopping street not viable
Now: • pop-up shop• courses • vernacular
design
10-10-2013 16
COLCHESTER BORROUGH
COUNCIL UK
� Hidden Kiosk
� This One Wall
� First site
http://www.flickr.com//photos/creativecoop/sets/72157627604513355/show/
10-10-2013 17
10-10-2013 18
Kettwig Essen
10-10-2013 19
LILLE METROPOLE: IMAGINARIUM
• Trans-national• Concentration on ‘the
Image’• Municipal, regional,
national and EU support
• Job creation
10-10-2013 20
CURE-WEB.EU
Plaine Images, the principle of convergence : l’Imaginarium, the meeting point between art, tech-companies & science
L’Imaginarium (8 000 m² of working spaces) :
Companies + Artists + Training structures + Research facilities (Plaine Images Recherche)+Local community=INNOVATION & ECONOMIC VALUE
10-10-2013 21
Lille Plein Image
CURE-WEB.EU
10-10-2013 22
BEYOND THE CRISIS: BUILDING TRUST !
� Radically re-interpret the area
� Define identity and profile
� Create a sustainable corporate story
� Five criteria:
� Relevant
� Realistic
� Open dialogue (responsive)
� Sustainable
� Trustworthy
10-10-2013 23
HOW IS IT DONE ?
� Spread the word; Corporate Communication
� Build support networks
� Take time; trust small initiatives
� Create a financial base
� More Dash than Cash
10-10-2013 24
Urban Renewal:Crisis?What crisis?
