Creative Urban Renewal: tour d'horizon. Presentation Augsburg, Bavaria Germany 2013.

1. CREATIVE URBAN RENEWAL:
AREA DEVELOPMENT
IN TIMES OF CRISIS
tour d’horizon
Rene KOOYMAN
Augsburg
Bavaria
October 2013
Utrecht University of the Arts HKU
20-10-2013
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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)
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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
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4. CCIS: THE ENTREPRENEURIAL DIMENSION
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5. Creatives: SMEs
Three criteria:
Staff headcount
Annual turnover
or:
Balance sheet
turnover
????
CURE-WEB.EU
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6. CCI: SIZE ENTERPRISE
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7. 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

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
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9. SPATIAL COMPONENTS: METROPOLIS AND DECAY
From
Industry to
Services
and
Knowledge
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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
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11. URBANISATION: THE VALUES OF CITY-LIFE
• Cultural and Economical Capital
• Cultural Class
• Identity and Branding
• Demographics
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12. The CURE Partners
Colchester Borough Council
cre8te, Edinburgh
Grundstücksgesellsch Kettwig
Stadt Hagen (Lead Partner)
Stad Brugge
Stadt Dinslaken
Lille Métropole
Utrecht University of the Arts
CURE-WEB.EU
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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
Flow of diversity: continuous new impulses
d. Cultural Business Modeling
c.
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14. CREATIVE
ZONE
INDICATORS
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15. BRUGGE: CULTURAL HERITAGE
Empty shopping
street not viable
Now:
• pop-up shop
• courses
• vernacular
design
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16. COLCHESTER BORROUGH
COUNCIL UK
Hidden Kiosk
This One Wall
First site
http://www.flickr.com//photos/creativecoop/sets/721
57627604513355/show/
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17. 20-10-2013
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18. LILLE METROPOLE: IMAGINARIUM
• Trans-national
• Concentration on ‘the
Image’
• Municipal, regional,
national and EU
support
• Job creation
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19. Plaine Images, the principle of convergence :
l’Imaginarium,
techl’Imaginarium, the meeting point between art, techcompanies & science
L
’Imaginarium (8 000 m² of working spaces) :
Companies
+
Artists
+
Training structures
+
Research facilities (Plaine Images Recherche)
+
Local community
=
INNOVATION & ECONOMIC VALUE
CURE-WEB.EU
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20. Lille Plein Image
CURE-WEB.EU
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21. HAGEN DE
Textile factory:
1822 – 1996
Financial base
Than culture
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22. Kettwig Essen
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23. 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
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24. 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
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25. Urban
Renewal:
Crisis?
What crisis?
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26. THAT’S
THE WAY
IT’S
DONE!
http://cure-web.eu
rkooyman@rkooyman.com
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