culture design - exploring social innovation in danish design and architecture
DESCRIPTION
Culture Design Exploring social innovation in Danish design and architecture. By UiWETRANSCRIPT
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091
Designing culture for You, I and We
Culture DesignExploring social innovation in Danish design and architecture
OPLÆG COLUMBIA UNIVERSITY STUDIO XNOVEMBER 2009
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091
This is ChristianCultural planner,philosopherand filmmaker
This is JacobArchitect, designer,urban plannerand a terrible drawer
In spring 2009 they formed
the design agency UiWeToday we want to talk about ourselves and have a conversation with LEONG LEONG ARCHITECTURE
on culture design
What do we mean by design?
How can we redefine good quality Danish Design?
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20092
How can design become more than objects of consumerism
How can design be a part of the solution, not the problem?
This is NOT good quality!
THINK BIGGET INVOLVED
no more consumer mass design
“Design’s too important to be left to designers” Tim Brown IDEO
We think THIS is great quality!
What if we could design a culturethat enables people to participate in creating good quality?
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009�
What do we mean by culture?
Culture is a way of conceptualizing the complexity of “we”Historical:Culture is social heritage, or tradition, that is passed on to future generations.Behavioral: Culture is shared, learned human behavior, a way of life.Functional: Culture is the way humans solve problems of adapting to the environment or living together.Mental: Culture is a complex of ideas, or learned habits, that inhibit impulses and distinguish people from animals.Normative: Culture is ideals, values, or rules for living.Structural: Culture consists of patterned and interrelated ideas, symbols, or behaviors.Symbolic: Culture is based on arbitrarily assigned meanings that areshared by a society (wikipedia)
Culture is what ties us all together as a “we”
Normative defintion:
WHAT WE WANTCulture as ideals and values
Hermeneutic approach: seeing cultural expressions as ideals and values.
Behavioral definition:
WHAT WE DOCulture as human behavior
Anthropological approach: understanding the ways we act and interact.
Why culture design?
The hyper complex challenges of contemporary society require cross-disciplinary solutions: sustainability, urban planning, education, social welfare
tech
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orga
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etc.
Challenge:hyper specialized fields / sciences
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009�
tech
nolo
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/ pu
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Culture Design
Culture Design bridges specialized fields
orga
nisa
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pri
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/ pu
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Culture Design
and breakes silos within specialized fields
Culture Design aims to bridge the cultural differencies that defines the silos
We started by breaking our own
Design as a physical product
Cultural Design
Design as aService or process
Culture as behaviour
Culture as ideals
We propose to link the experimental design methodology with an experimental approach to culture
It is about asking questions together about how we act and interact
We brought you 4 themes:
Creative learningGrounded city brandingFuture-proof welfareActive sustainability
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20095
Creative solutionscalls forcreative people!
Creative learning
Ken Robinson says schools kill creativity at Creative Places + Spaces last week
The Marshmellow Challengeat Creative Places + Spaces in Toronto last week tested on a gang of creative professionals
The Marshmellow Challengetested with a gang of kindergarteners
Guess who won....
3-5 years 98%5-10 years 32%10-15 years 10%
25+ years 3%
Scientific research on creativity
How can we redesign schools that evolves creative capacities instead of diminishing them?
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009�
Howard Gardner defines 8intelligences not two
People smart
Number smart
Picture smart
Word smart
Music smart
Body smart
Nature smart
Self smart
Up to 75% of learning happens through informal learning!
We needed to break the barriers of the existing school organisation
CASE: Redesign 12 existing schools to fit present day needs
“Everywhere we look, we see institutions that appear the same as they used to be from the outside, and carry the same names, but inside have become quite different. We continue to talk of the nation, the family, work, tradition, nature, as if they were all the same as in the past. They are not. The outer shell remains, but inside all is different.” Anthony Giddens http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm
“We need to reconstruct the institu-tions we have or create new ones in ways appropriate for the global age”
Anthony Giddens: http://www.lse.ac.uk/Giddens/reith_99/week1/week1.htm
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009�
Shell bombing
+++
+
++
10.00
Centresof excellence
Rhizome
Paralelleinstitution
Selforganising
Multiprogramme
Realism
Parasite
Open source
Hacker
Self-organizing
What if the school had a completely flat structure? So that every individual could structure their own education.
HallwaysStairsCommons
Specified classroomsLibrary
General classrooms
Storage +
Toilets / Baths
Teachers
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 2009�
How could we get everybody to agree on how this new, open school was to be organized?
Teacher’s language
Kid’s language
Parent’s languageDesigninga common language
Administration’s language
Challenge:Finding a common language
Product:A set of building blocks
A year and 50 meetings later...
New functionalorganization
Before
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20099
Before During
After
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 200910
Centres of excellence What if the school was hyper specialized and offered deep knowledge in a certain field?
CASE: analyse potentialsfor new school development in new-townØrestad, Copenhagen, DK
Going to class!
New specialized IT and technology high-school in ØrestadBy 3XN
A fortunate chance to prototype in real life
“Imagination is more important than knowledge.”Albert Einstein
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 200911
Bottom line:Analysing and challenging existing organisational and physical structures
Creating a common langauge between users
Prototyping and testing a new organisation in real life
Can design realize a vision for a town based on its inhabitants’ stories and dreams?
A Creative Class struggle: competition between cities in the experience economy
And a question about how we want to live together in our cities
Global city challenges
CASE: Vision for ElsinoreElsinore + ReD AssociatesIntroducing a cultural approach to identity building of Elsinore
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 200912
Elsingore >Facts on Elsinore:45 min from CopenhagenApprox: 60.000 Inhabitants
Copenhagen >A vacuum in Elsinore’s identity after the downfall of the shipyard
Lack of self-identity
Old economic foundation is falling apart (no more drunk Swedes)
An obsolete business model
Tourism potential is there, but not realized- people come, but don’t stay
A potential, but no strategy
Ambitious public cultural projects (but no grounded notion about the projects)
A future model without local ownership
Elsinore challenges:
A potential, but no strategy
An obsolete business modelA future model without lo-cal ownership
Lack of self-identity
A common vision ?
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091�
NOT the quick branding fix...
avoiding “the creative municipality” trickCultural analysis approach:User oriented culture analysis deploring tools from anthropology:Observing, gathering, participating, interpretating (not just asking)
19
SNEKKERSTEN
ÅLSGAARDE
ESPERGÆRDE
HORNBÆK
Morten
Victoria
Natalie
Lars
Anders
Jesper
Anja
Arne
Tom
Janus
Line
Tobias
FinnHans
Annelise og Jørgen
Videnspersoneer:
Repræsentanter for kommunens forvaltninger
Henrik Numelin, Helsingør turistbureau
Birgitte Bergman, citychef
Claus Dalgas, Helsingør Dagblad
Martin Christiansen, initiativtager på Elværket
Poul Erik, Toldkammeret
Nanna Kannenworff, iværksætter
KØBENHAVN
HELSINGØR
Nikolaj og Tanja
Danyal
Ursula
Aviva og Sisse
Videnspersoner:
Orvar Löfgren, professor ved Lund Universitet
Claudia Rota Andersen, Danmarks Turistråd
Trevor Davis, kulturentreprenør og leder af KIT
+ 14 hold endagsturister
Borgere og fraflytere Sommerhusejere Potentielle turister
Methodology appliedQuality in research (rather than quanity)Personal narratives and places of meaningParticipating in everyday setting
Helsingør skal...
komfortabel
natur
skøn natur
hav
ro
bekvemmelighed
skov
vandet
forfædre
fællesskab
det velkendte
fordybelse
natur
uspoleret
nærvær nærhed
det gamle
oprindelse
genkendelighed
virkeligt (ikke for perfekt)
charme
genkendelighed
tætte relationer
traditioner
det runde og bløde
tryghed tryghed
historier
historie
hygge
rødder
autentisk
RO
NÆRHED
AUTENCITET
RO
NÆRHED
AUTENCITET
Samler
Jæger
Opdyrker
FÆLLES VÆRDIER FOR DE TRE SEGMENTER
Extracting meaning from images and narratives found in the field research
Using the sensibility of the cultural interpretator in the proces
intimate
authentic
calm
intimate
calmauthentic
honest
inclusive enigmatic
Design guidelinesUrban design proposals
Prototype eventsRites and rituals
New residential programming
Tourist initiatives
Product:Value-based design manual guiding the municipalityHolistic + pragmatic implementation of the vision
Challenge: Integrating organizational power to ensure execution of the vision
How do we create a cross disciplinary organizational driver?
Dept. of planningDesigning the city
Dept. of cultureCreating cultural services
Dept. of communicationBranding Elsingore
Dept. of commerceAttracting business
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091�
Bottom line:
Integrate user-oriented research and creative interpretation
Creating tools that can facilitate a collective development process
Engaging and syncing key actors in making the vision happen
Today the agricultural production landscape covers
62% of Denmark.
This part of the country is managed by 1% of the population - the farmers.
40% of the agricultural production is exported
Last year some 17 290 individual farms received support representing
5% of the total EU of almost
2 billion $
How can we design a environmentally, economically and socially sustainable Danish agriculture?
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 200915
Traditional Danish culture: Farming
New technology: Pharming
Political supportVision for a new Danish identity
Urban planning
What if Denmark farmed pharmaceuticals?
Pharmland ™
20 m2 of bioengineered plant can produce enough antibodies to meet a
world demand of 14 million Euros.
A minipig used in pharmaceutical industry is sold for 125 euros per kg. An ordinary
pig is sold for 1,5 euro pr. kg.
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091�
Polymer plasticsBiofuelSolar fieldsWind turbine fields
Potential land-use
We think this is quality. Don’t you?
Bottom line:Analysing and challenging an existing view of self identity
Bringing new groups of specialists together for a common project
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091�
How do you design a system where the user can ACT on sustainability issues?
Challenges
The experience of sustainability issues as complex and too hard to handle.
An everyday packed with an overload of de-mands to take action - in the abstract.
CASE: improving the experience of the Danish recycling system for bottles + cans
Realized by Via Design + Danish Recycling System
FACTS on DANISH RECYCLING SYSTEM
446 million items 13,000 returns recipients - mainly supermarkets2,900 reverse vending machines Returns percentages for 2008: 88%
When a can is recycled you spend only 5% of what it would require to produce a new can
When 1 lb of aluminium is recycled 9 lb of CO2 is saved
Danish Recycling System todayWork well, but could be better
Consumer Danish Recycling SystemMoney
Analyzing social and personal motives for using - and not using - the Danish recycling system
Mapping and understanding the complex variety of motivations: functional, social, personal
Exploring new ideas to strengthen the recycling system
Approach:
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 20091�
Anthropological approach (2)Qualitative dialogue with selected users in their home setting
Mapping of user patternsCostumer journey + tracking of interaction points
Integrating professional, cultural perspectives in the proces
Developing perspectives with a range of cultural specialists: artists, cultural theorist, sustainability practioneers
Using film as medium to enhance the experience of immediacy in the idea generation
Cultural mapping shows: a desire to participate a potential in acting for a greater cause
Consumer+ citizen
Money+ ethic value
Better qualityDanish Recycling System
Using the recycle infrastructure as hub as a site for social action on sustainability isssues
The potential in the shop as a hub for community engagement
Realizing the cultural potential by framing the user-experience in the light of the bigger picture
2010 OPLÆG STUDIO X NEW YORK 5. NOVEMBER 200919
Bottom line:maps the complex motives of the user
investigating how design can support the experience of values and ideals in everyday actions
explores solutions that combines high performance service with an understanding for the social and cultural desires of the users
Bottom Bottom line:
Focus on people ‘s needs and actions (rather than just objects)
Develops tools that enable co-creation rather than finished solutions
Work integrated with programming and design
Involve the client in the design process to ensure ownership
Integrate user oriented research and creative interpretation
Be honest about exercising a personal cultural sensibility and ethic
So...What do you think?
www.uiwe.dk