jordi sacristan
DESCRIPTION
Desztináció Marketing Workshop 2TRANSCRIPT
22@BARCELONA, THE INNOVATION DISTRICT22@BARCELONA, THE INNOVATION DISTRICT22@BARCELONA, THE INNOVATION DISTRICT22@BARCELONA, THE INNOVATION DISTRICT
Jordi Sacristán Adrià
Budapest, 8 March 2010
New Urban Perspectives Seminar
1860186018601860----1960: The 1960: The 1960: The 1960: The ““““Catalan ManchesterCatalan ManchesterCatalan ManchesterCatalan Manchester””””
…BECAUSE THEY HAPPENED IN THE PAST…
…AND THEY ARE
HAPPENING NOW!!
21st Century: 21st Century: 21st Century: 21st Century: ““““THE INNOVATION DISTRICTTHE INNOVATION DISTRICTTHE INNOVATION DISTRICTTHE INNOVATION DISTRICT””””
BarcelonaBarcelonaBarcelonaBarcelona’’’’s Metropolitan Areas Metropolitan Areas Metropolitan Areas Metropolitan Area
22@ Barcelona
Fórum 2004
Sagrera TAV
The BarcelonaThe BarcelonaThe BarcelonaThe Barcelona’’’’s eastern transformations eastern transformations eastern transformations eastern transformation
1986198619861986----1992: The opening of the waterfront1992: The opening of the waterfront1992: The opening of the waterfront1992: The opening of the waterfront
1996199619961996----1999: The opening of Diagonal Avenue1999: The opening of Diagonal Avenue1999: The opening of Diagonal Avenue1999: The opening of Diagonal Avenue
February 1996February 1996February 1996February 1996 February 1999February 1999February 1999February 1999
1860186018601860----1960: The 1960: The 1960: The 1960: The ““““Catalan ManchesterCatalan ManchesterCatalan ManchesterCatalan Manchester””””
1960196019601960----1990: Obsolescence and Degradation1990: Obsolescence and Degradation1990: Obsolescence and Degradation1990: Obsolescence and Degradation
1998: The debate about the future of the industrial areas1998: The debate about the future of the industrial areas1998: The debate about the future of the industrial areas1998: The debate about the future of the industrial areas
An urban renovation strategy. A new model of making city
The answer to a necessity: the knowledge economy
The 22@ Plan, a new model of compact city The 22@ Plan, a new model of compact city The 22@ Plan, a new model of compact city The 22@ Plan, a new model of compact city
7@ Facilities7@ Facilities7@ Facilities7@ Facilities
@ @ @ @ ActivitiesActivitiesActivitiesActivities
New mobility modelNew mobility modelNew mobility modelNew mobility model
Advanced InfrastructuresAdvanced InfrastructuresAdvanced InfrastructuresAdvanced InfrastructuresGreen spaceGreen spaceGreen spaceGreen space
Social HousingSocial HousingSocial HousingSocial Housing
Industrial HeritageIndustrial HeritageIndustrial HeritageIndustrial Heritage
Revitalization public spacesRevitalization public spacesRevitalization public spacesRevitalization public spaces
The scale of 22@BarcelonaThe scale of 22@BarcelonaThe scale of 22@BarcelonaThe scale of 22@Barcelona
• Rearrangement of 69% of the territory
Update execution 1 S 2009:Update execution 1 S 2009:Update execution 1 S 2009:Update execution 1 S 2009:
Urban Plan and new economic ceiling
Infrastructures Plan and investment• 42% of reurbanization works finished or in process• Investment until 1 S 2009: 108 million euros
• Productive Activities• Housing, facilities and services
The scale of the project:The scale of the project:The scale of the project:The scale of the project:
Territory
New gross floor space
Increase in green spaces
Increase in facilities
Investment in infrastructures
3.200.000m2
800.000 m2
198,26 Ha (115 city blocks)
4.000.000 m²
114.000 m²
145.000 m²
180 million €
The urban planning process (2001The urban planning process (2001The urban planning process (2001The urban planning process (2001----2009)2009)2009)2009)
2001200120012001…………
Urban Planning
…………2003200320032003…………
Urban Management
…………2004200420042004…………
Infrastruc-tures
…………2004/062004/062004/062004/06…………
Construction
2000200020002000
Industrial Industrial Industrial Industrial land, little land, little land, little land, little used or in used or in used or in used or in complete complete complete complete disuse, disuse, disuse, disuse, 100% 100% 100% 100%
privately privately privately privately owned, and owned, and owned, and owned, and part yet to part yet to part yet to part yet to
be be be be urbanisedurbanisedurbanisedurbanised
Compact city, with publicly
owned land, fully
urbanised and offering excellent infrastruc-
ture, providing many more jobs in the field of
knowledge intensive activities
…………2008200820082008……………………2004200420042004…………
Corporate Projects, clusters
Urban Planning. DensityUrban Planning. DensityUrban Planning. DensityUrban Planning. Density
PRIVATE BENEFITS PUBLIC BENEFITS • More productive uses:
22a � 22@ • Higher density:
2� 2,2 / 2,7
• Leadind edge infrastructures
• Free cession of land: • 10% for 7@ facilities • 10% for social housing • 10% for green areas • Eventual opening of streets • Financing a part of the Special
Infrastructure Plan
INCREASE DENSITY:
BALANCE PUBLIC AND PRIVATE BENEFITS
0
3
CLAVE 22a CLAVE 22@
INDUSTRIALACTIVITIES
URBANPRODUCTIVEACTIVITIES
@ ACTIVITIES
SOCIAL HOUSING
2’7 -
2 -
2’2 -
Bui
ld a
bilit
y: m
²of
cei
ling/
m²
of l
and
CODE 22a CODE 22@
Special Infrastructures PlanSpecial Infrastructures PlanSpecial Infrastructures PlanSpecial Infrastructures Plan
NEW MOBILITY PLAN PUBLIC SPACE RENEWAL
NEW ENERGY NETWORKS
UNDERGROUND TUNNELS
SELECTIVE PNEUMATIC WASTE COLLECTION
NEW HEATING AND COOLING SYSTEM
Companies
Institutions
Universities
Technological centres
Entrepreneurs
IncubatorsResidences
Dissemination spaces
Other services
Leadership of projects: Current situation and forecast Leadership of projects: Current situation and forecast Leadership of projects: Current situation and forecast Leadership of projects: Current situation and forecast
22@Barcelona: Clusters & activities
Specific spaces
EnergyEnergyEnergyEnergy
MedTechMedTechMedTechMedTech
DesignDesignDesignDesign
MediaMediaMediaMedia
ICTICTICTICT
Media: Barcelona Media ParkMedia: Barcelona Media ParkMedia: Barcelona Media ParkMedia: Barcelona Media Park
CompaniesCompaniesCompaniesCompanies Mediapro, Lavinia…
InstitutionsInstitutionsInstitutionsInstitutions RNE, CAC, Barcelona TV…
Specific spacesSpecific spacesSpecific spacesSpecific spaces Production Centre
Barcelona Media
UniversitiesUniversitiesUniversitiesUniversities UPF, UB, UOC
Technological CentersTechnological CentersTechnological CentersTechnological Centers Innovation Centre
Barcelona Media
IncubatorsIncubatorsIncubatorsIncubators Media-TIC Building
ResidencesResidencesResidencesResidences Melon District / Ciutadella
DisseminationDisseminationDisseminationDissemination Media Factory
Media
ICT: Network of R+D centres related to ICTICT: Network of R+D centres related to ICTICT: Network of R+D centres related to ICTICT: Network of R+D centres related to ICT
CompaniesCompaniesCompaniesCompanies T-Systems, Indra, Telefónica
Institutions Institutions Institutions Institutions CMT, FBD, Localret
Specific spacesSpecific spacesSpecific spacesSpecific spaces Interface Building
MediaTIC Building
UniversitiesUniversitiesUniversitiesUniversities UB, UPC, La Salle
Technological Centers Technological Centers Technological Centers Technological Centers Technological ICT Center
IncubatorsIncubatorsIncubatorsIncubators Media-TIC Building
Residences Residences Residences Residences Melon District
DisseminationDisseminationDisseminationDissemination ICT House
ICT
Our top goal is to "generate, attract and retain creative and innovative talent”
Media & ICT Cluster: 2006 Media & ICT Cluster: 2006 Media & ICT Cluster: 2006 Media & ICT Cluster: 2006 ---- 2010201020102010
VILA CASAS MUSEUMOF CONTEMPORARY ART
AUDIOVISUAL PRODUCTION CENTRE
BARCELONA ACTIVA
IMAGINA BUILDING: Mediapro, CIBM, Yahoo!, TCI,…
T-SYSTEMS HQ. &BARCELONA DIGITAL
COMMUNICATION FACULTY (UPF)
BARCELONA TV
MEDIA-TIC BUILDINGSOCIAL HOUSING
INTERFACE BUILDING:IMI, Indra & ACC
AGBAR TOWER
RNEINDRA
GREEN AREAS
RBA HQ.
10 universities: 25,000 students10 universities: 25,000 students10 universities: 25,000 students10 universities: 25,000 students
SCHOOL OF PROFESSIONAL & EXECUTIVE
DEVELOPMENT (UPC)
B_TEC, UPC UNIVERSITY
HEALTH BUILDING
SAE INSTITUTE
UPF COMUNICATION
IL·3
BAU
EMAV
UPF CIUTADELLA
UOC
ART CENTER COLLEGE OF DESIGN
4 residences: more than 800 beds4 residences: more than 800 beds4 residences: more than 800 beds4 residences: more than 800 beds
NIDO RESIDENCECIUTADELLA RESIDENCE
b_TEC RESIDENCE
MELON DISTRICTRESIDENCE
9 R+D+i & technological centres9 R+D+i & technological centres9 R+D+i & technological centres9 R+D+i & technological centres
ORANGE R+D
BIOMEDICAL RESEARCH PARK
IREC
KIM BCN
HEALTH BUILDING
ALSTOM R+DTELEFONICA R+D
LEITAT TECHNOLOGICALCENTER
BARCELONA MEDIA INNOVATION CENTER
ICT TECHNOLOGICAL CENTER
New companies & new jobs at 22@BarcelonaNew companies & new jobs at 22@BarcelonaNew companies & new jobs at 22@BarcelonaNew companies & new jobs at 22@Barcelona
44’6% newly created + 50%
Design 33%
MedTech 4%
Energy 6%
Media 19%
Others 7%
ICT 31%
Clusters
69%
No clusters
31%
New jobs New jobs New jobs New jobs in 22@Barcelona since 2000
(Accumulated data at 12.31.2008 in number of employers)
New companies New companies New companies New companies installed in the district since 2000
(December 2008)
Companies already located or in process to be installed
1.441
(December 2008)
Employees of companies already located or in process to be installed
42.000
A recognized workA recognized workA recognized workA recognized work…………
www.22barcelona.comwww.22barcelona.comwww.22barcelona.comwww.22barcelona.com
THANK YOU VERY MUCH FOR YOUR ATTENTION!!!