Christian Pagh Byutviklingskonferansen 2015

© Urgent.AgencyOSLO / Byutveklingskonferance / November 2015
user oriented
place making
Culture design tools as means to urban value creation
Christian Pagh
Culture director | Co-founder
Urgent.Agency

Culture design & innovation agency

We’re obsessed with making sense of space

ungdommens røde ko rs / idéprogra m © urgent.a genc y
space
The missing
link!
strategyculture
What we do
Where we are
What we want
Branding
Proces design
User involvement
Story telling
Programming
We believe in value creation bridging different fields

We practice extreme holism linking space, culture and image
SPACE / STRUCTURES
CULTURE / PERCEPTIONS
PHYSICAL INFRASTUCTURE
HABITS AND MOVEMENTS
TANGIBLE CONTEXT
ACUSTICSS, SCALE, LIGHT
SOCIAL INFRASTRUCTURE
ORGANISATION OF PEOPLE
MEANING AND SIGNIFICANCE
VALUES AND SOCIAL INFRASTRUCTURE

We believe in learning from the best as the world is changing

MAPPING THE SHARING ECONOMY
Rethinking visitor destination
development for Autostadt

URGENT.AGENCY STUDIO
50 % culture people 50 % designers

Design tools
Culture
Design
Cultural analysis tools
Getting loads
of ideas
Tangible
visulization
Prototyping
Co-creation
User testing
Scenario
development
Observing
people
Spatial
analysis
Listening to
people
User journey
Understanding
systems
Quality mapping

Contemporary urban challenges require the ability to turn deep un-
derstanding of people into meaningful actions – across platforms
and technologies
Urban value creation is
happening where worlds
collide

KINGS CROSS / LONDON

HIGH LINE / NEW YORK

User oriented place making must
allow for real creativity
and go beyond “user in-
volvement”

It’s all about how people
act and interact in space
- it’s culture!
A closer look on culture....

UDFORDRING: at FORSTÅ MENNESKERS BEHOV
“If I’d asked my cus-
tomers what they
wanted, they’d have
said a faster horse.”
HENRY FORD
CULTURE IS COMPLEX. There is no immediate acces to what
we desire - culture is making us - and is the making

User oriented place making must be
empathetic and brave
We must learn from the best - from service design, design-think-
ing, UX etc - and be creative

FRIENDLY URBAN SANITATION
Innovating urinals for
the city of Copenhagen

User oriented place making
must have character, ex-
pression and remember
the body

How to attract people to a part of town,
that’s been closed off forever - and ex-
press the spirit of a new neighborhood.

User oriented place making
is moving from “tempo-
rary activities” to time
conscious planning

User oriented place making must
curate relations, func-
tions and qualities over
time
And bridge capital and good stuff....

How do you develop a new local international,
vibrant family friendly green urban
neigbourhood – around Scandinavias
conference center (on a huge parking lot)?

Ambition
Creating a Copenhagen neighborhood for the world
Bellakvarter er som et brokvarter
- elsket, kendt, karakteristisk - af
Københavnere og af verden. Som
Vesterbro, Soho eller Kreuzberg.
Bellakvarter er ikke
- Ballerup
- Kalvebod Brygge
- Ørestad

Architecture Urban life
Communication
Approach
Cohesive culture development strategy + identity for a new city
The strategic
foundation and
actions that tie
together the urban
planning proces.

Cultural program
Mediating center
and context
Considering place, identity
and connections
for locals + visitors
Time conscious
planning
Cultural strategy
and events
Elements in Bellakvarter
strategic development process

KonferencebrugereFremtidige beboereFremtidens virksomheder
Analysis 1: close to the users
Afdækning af målgrupper, behov, ønsker
København, København
Naturkvaliteter og landlighed
Bykvalitet, byrum og byliv
New ways of working
Tæt på verden og på kunder
Mere end standard
Bæredygtighed

Analysis II: close to the place
Mapping the genuine and potenial qualities
København
Nature and sustainability Social hub
Design and Fashion

Strategic foundation
for Bellakvarter
Københavnsk
Copenhagen Character
Naturlig
Tangible nature
Social
Social quality
Design
Danish design

Københavnsk
Mere Københavnsk
Bellakvarter is
- Characteristic
- Informel
- Ambitious
Bellakvarter is not
Generic -
Formel -
Like the others -

Bellabro Bellabro?
The identity
What is a new Copenhagen neighborhooed?

Architecture
Urban life
Communication
Engagerende
byggeplads
Aktiverende
byinventar
Grønne
bellakvarter
Design i byrummet
Sanselig by
Nem navigation
Strategic framework
Integration of architecture, commuication and urban life

Urban furniture with character from an early stage
Fit for use for locals and visitors
Sanselig by

Sensous urban exprerience
Lighting, wayfinding and tech interfaces
Sanselig by

Co-using public space
Development of strategic partnerships for win-win situations
Design i
byrummet

holistic, strategic - and
embedded in everyday
culture!

How do you create a credible Capital of
Children in a 6000 people town in Jutland
- that makes sense to locals, attracts talent
and develops a better tourist experience?

BILLUND AND THE CONTEXT
BILLUND ON A GLOBAL SCALE
PÅ VERDENSPLAN
ER BILLUND KENDT,
SOM LEGO’S HJEMBY.
BILLUND
PHASE I: RESEARCH BILLUND BYVISION 2015-07-01

RESIDENTS
WORKFORCE
VISIT
ET BLANDET BYCENTER
EN OPDELT BY - A DIVIDED CITY
FASE II: VISION BILLUND BYVISION 2015-10-26
I DAG ER BESØGENDE,
ARBEJDERE OG BEBOERER
FULDSTÆNDIGT
SEPAREREDE I BILLUND

Dead town center...
but some hidden
potential
reading the place

place
How do you really understand
the place, the people and the
nature and potential of play.
people playpeople

“How can Billund stay
relevant as tourist
tastes are changing?”
“How can Billund compete
for talent and companies on
a global scale?”
“How can we make
Billund a great place to
live, work and play?”
Living
Working Visiting
To dive deeper we talked to people
in Billund and looked into the
latest global trends and research
about how people live, work and
travel.
reading people

Living
“I’ve seen another skate
track, and there were like
20 to 30 people just sitting
around up there behind the
shed.”
Birk, 10
“Kim picks me up after
horseback riding, and I’m
wearing football clothes
underneath my riding uniform
and Mom drives me to
football.”
Sebastian, 9
“It would be great if we had a
skate ramp, it would add more
life to the city, I could can
hang out with others and
make new friends.”
Ayla, 9

For at realisere visionen er der brug for
fælles principper for handling.
Vi kalder det Billund Bymanifest. Det er de
værdier, der skal guide Billunds udvikling.
Fremtidige byudvikling bør udtrykke og
leve op til manifestets intentioner.

BILLUND ER
KREATIV & LEGENDE
CREATIVE & PLAYFUL
ÅBEN & LEVENDE
OPEN & LIVELY
GRØN & AKTIV
GREEn & ACTIVE
ENGAGERET & MODIG
COMMITED & BRAVE

KREATIV & LEGENDE
CREATIVE & PLAYFUL

Leg og læring tænkes ind i alle
beslutninger i Billund - for børn og voksne
Play and learning informs all decisions in
billund - for kids and adults

Billund har en tryg, levende og
fodgængervenlig bymidte
- inspirende for børn og voksne
Billunds center is safe, virbrant and walkable -
inspiring for kids and grown-ups alike

Billund giver børn og voksne mulighed for
at udtrykke sig og påvirke deres omgivelser
Billund provide kids and grown-ups with
opportunities to express themselves

KRUSEDULLEN - SOCIAL INFRASTRUKTUR
SQUIGGLE - SOCIAL INFRASTRUCTURE
KRUSEDULLEN
SOCIAL INFRASTUKTUR
De centrale områder forbindes af kru-
sedullen - en sikker, social og legende
infrastruktur.

HELHEDSPLAN
OVERSIGTSBILLEDE

HELHEDSPLAN
HELHEDSPLAN - EFTER FASE 2

BYMDITEN
HELHEDSPLAN

VIEW TOWARDS LEGO
HOUSE
SQUIGGLE PATH
COLORFUL FACADES
OPEN CREEK
BILLUNDS GREEN/BLUE
COMMERCIAL STREET
BUILDING INTEGRATED
RAIN PROTECTION
BYMDITEN
BILLUNDS BLÅ-GRØNNE BYGADE

DE CENTRALE INSTITUTIONER
ILLUSTRATION

LEGO CAMPUS
ILLUSTRATION

FRA VISION TIL HANDLING
11.

“CULTURAL PLANNING IS
THE STRATEGIC AND INTE-
GRATED PLANNING AND USE
OF CULTURAL RESOURCES
IN URBAN AND COMMUNITY
DEVELOPMENT.”
COLIN MERCER
CULTURAL PLANNER
CHARLES LANDRY
CULTURAL PLANNER
KULTURPLANLÆGNING
TURISME
KULTUR
ERHVERV
FORENINGER KOMMMUNE
?
“ONE OF THE MOST IMPORT-
ANT THINGS ABOUT THE
CREATIVE CITY IS A CRE-
ATIVE BUREAUCRACY.”

PRIVATE
INVESTERINGER
OFFENTLIG FOR-
VALTNING
CIVIL
SAMFUND
The missing
link!
NEDBRYD SILOER
FOR AT BILLUND SKAL
UDVIKLE SIG MÅ MAN
STØTTE NYE SAMARBE-
JDER PÅ TVÆRS AF OF-
FENTLIGE OG PRIVATE
AKTØRER - SAMMEN MED
LOKALE OG INTERNATIO-
NALE AKTØRER!

HANDLINGER
Idéer til strategier, begivenheder og initia-
tiver, der bringer visionen til live.
ORGANISERING
Udvikling af samarbejdsformer og ramme-
betingelser for at visionen kan vokse - stra-
tegisk.
BILLUND
VISION
Fra ide til virkelighed

BILLUND BYFORUM
Det stærke netværk for Billunds udvikling
Touristaktører
Legoland, Lalandia,
konferenceaktører
LEGO
LEGO, KIRKBI, LEGO
Foundation
Erhverv
Handelstandsforening
Børn, kultur & foreninger
Skoler, kulturaktører,
foreninger
Billund Kommune
Politisk niveau,
relevante forvaltninger
Sikre vidensdeling om byens udvikling på højeste
niveau.
Udvikle initiativer, der kan realiser visionen - f.eks.
et Business Improvement District.
Udstikke strategi for nye investeringer og indsatser
i Billund.
Samstemme udviklingsprojekter for at skabe syn-
ergi og merværdi.
HANDLINGER
• Faciliteres af Billund Kommune
• Commitment fra byens centrale aktører
• Udvalgte aktører i beslutningsdygtigt forum
ORGANISERING
Et et uformelt dialogforum for byens stærke aktører kan skabe
fremdrift for byvisionen for Billund og styrke synergi mellem
byens aktiviteter.

VISION TASK FORCE
Praktisk primus motor for realisering af visionen
Drift af platform for initiativer visionsplanen.
Udvikling af program for Krussedulen.
Fundraising for nye projekter.
Mobilisering og kompetenceudvikling i kom-
munen.
Udvikling af lokale netværk og initiativer.
Udvikling af events som Urban Play Biennale ol.
• Forankring i Billund Kommune
• Drives i netværk og på projektbases med
stærke relationer til byens aktører
ORGANISERING
HANDLINGER
Vision Task Force arbejder operationelt med at realisere visionen
om Billund. Den faciliteres af kommunale medarbejdere, men
favner og arbejder på tværs.

LEGOCAMPUSPLADSER
SKOVLEGEPLADS
BYENSKLASSEVÆRELSE
KRUSSEULLEI
BØRNENESLABYRINT
KRUSSEULLEII
NYTKREATIVTBYRUM
BØRNENESLABYRINT
....
....
UDVIKLINGSPLAN FOR KULTUR OG BYRUM / EKSEMPEL
BILLUND
BYFORUM
2016 2017 2018 2019 2020 2021 2022+
VISION TASK
FORCE
BIENNALE FOR
BYLEG
LÆRINGSBYENBILLUND
BYIDENTITET
BOTTOM UP
BOOSTER
BILLUND
ÅBEN BY
KID’S STARTERLEG OVERALT
LEGOHOUSEPLADSER
+
...
+
...
BIENNALE FOR
BYLEG

Billund Åben By engagerer ejere af bygninger, facader, kantzoner og mure
over hele byens. Ambitionen er at skabe mere levende, legende og kreativ
byoplevelse - og belønne, dem der bidrager
BILLUND ÅBEN BY
Liv til billunds facader!
Engagere centrale stakeholders i at åbne eller ak-
tivere facader
Uddeller en pris for årets facadeinitiativ
Aktivering af LEGO og LEGOLANDS bagsider
• Drives af Billund Task Force
• Samarbejde med lokale aktører - bygningseje-
re, tore virksomheder og organisationer
• Partnerskaber med nationale og internationa-
le design- og arkitektskoler
ORGANISERING
HANDLINGER

BILLUND ÅBEN BY
LEGO KIG IND

BILLUND ÅBEN BY
ARBEJDE I BYEN

Billund samler verden om innovative, børnevenlig byrum
Biennale for Byleg sætter Billund på verdenskortet som sam-
lingspunkt for legende byrum. Hver gang lægger biennalen
kreative byrum til Billunds krussedulle. Biennale for byleg samler
turister og lokale og udvikler Billunds legende karakter.
BIENNALE FOR BYLEG
Byfestival hver andet år med midlertidige og per-
manente kreative og legende tiltag.
Projekter udvikles med lokale og besøgende børn.
Biennalen kombineres med summer schools for
børn fra hele verden.
Biennalen bidrager med projekter, der udvikler
Krussedulen over tid.
• Drives af Billund Task Force
• Samarbejde med lokale aktører - LEGOLAND,
LEGO Idea Conference, kulturelle aktører, virk-
somheder og foreninger
• Partnerskaber med nationale og internationa-
le partnere
ORGANISERING
HANDLINGER

BIENNALE FOR BYLEG
VI BYGGE VIL

schizophrenicly moving
from abstract to concrete,
from top to bottom
- and the process must be designed!

www.urgent.agency
Thank you!
Christian Pagh

SENSE OF
URGENCY

more meaning,
impact, agility,
deepth and
humanity

culture, image
identity, power,
technoglogy,
space

Mixed Skills
Mixed People
Mixed Cultures

From image
to action

BRANDING IS
CHANGING AND
EVOLVING

Faaborg
Museum
‘Gesamtmuseet’

How to make an art and architecture
classic relevant, without loosing it’s soul.

Winterspring

How to go from idea to marked in 18 month
...and on the way defining a new product
category, a new marked, winning a prize for
innovative packaging, a prize for Best Taste
and a Red Dot communication prize.

INGREDIENTS
From her organic farm by the sea near Kolding in
Denmark, Lis Knudsen is one of our suppliers of
the delicate flower petals that go into winterspring’s
rose hip sorbet.
She says the farm situated by the Kolding
Fjord brings her peace.
“I am surrounded by open spaces, fields, woods, the sea
and the sky. From here I watch the seasons change. I can
also spot birds, hares, pheasants, roe deer and foxes,”
Lis explains.
Lis runs Skarregaard farm, a small organic farm
growing potatoes, onions, carrots and a large variety
of herbs and edible flowers. One of the leading organic
growers in the area, she supplies some of Denmark’s top
restaurants. The chefs are regularly invited to events at
her farm to exchange ideas and recipes.
Lis follows a Swedish technique of growing produce in
raised beds filled with gravel and sand.
“I am enchanted by nature’s colours and smells. I love
having things growing and flowering around me. I just
love experimenting and finding new ways to dry plants
and flowers,” she says.
LIS KNUDSEN
For years, award-winning Danish chocolatier Rasmus
Bo Bojensen had been on the hunt for organic cocoa
beans. In 2010, he heard about a unique species of cocoa
growing in the Amazon jungle in Bolivia.
It took five flights, an entire day of canoeing up a dark
jungle river and a ten mile hike through the verdant
undergrowth to reach the village of Baures. And Rasmus
found the wild organic cocoa beans he was looking for.
The green and yellow cocoa fruits had never been
cultivated, fertilized or treated with any
herbicides whatsoever.
Using nothing but these beans and organic Brazilian
cane sugar, Rasmus created Oialla chocolate.
The pure flavour makes Oialla the preferred chocolate at
many gourmet restaurants in Denmark and Europe.
OIALLA
When it comes to dairy, we believe strongly that there is
a clear relationship between the ethical rearing of cows
and the quality of the milk they produce. That’s why we
found the perfect partners in Naturmælk. They feel
as strongly about this as we do.
The dairy itself is in Tingelv, southern Jutland near the
border with Germany. It’s a bright yellow building that’s
hard to miss and almost part of the landscape,
having been in operation since 1887.
Today over 30 famers form part of a cooperative
dairy, each rearing their animals according to organic
principles, some using biodynamic methods, and
with a mix of livestock breeds.
If you stood and looked across the meadows of a
Naturmælk farmer, you would notice colourful flowers
and herbs growing amongst the grass. Eating this
mixture of herbs, clover and grass improves the flavour
and increases the amount of omega 3 in the milk.
Allowed outside at least 150 days a year, the cows are
able to move around, get exercise and graze naturally.
The products available from Naturmælk range from
fruit yogurts, fashionable skyr -a cultured dairy
product similar to yogurt- to creams and award-
winning cheeses.
naturmælk

PLATFORM

X-Skolen
SKOLEN FOR
NYDANNELSE

“Det ‘nye’ i nydannelse handler om fæl-
lesskabet. Det består i at lære at anerk-
ende og forstå andre menneskers syn på
tilværelsen - høj som lav”.
“Vi vil nedbryde murene mellem sko-
len og det omliggende samfund og tage
børnene derhen hvor læring finder sted -
ude i den virkelige verden”.

D’ANGLETERRE

How to bring back the sense of luxery,
place and experience that the five star
hotel D’anglerre has exelled in since 1755.
We call it ‘Modern Grandeur’

1: marking ownership
Written signatures, watermarks, hallmarks, stamps
2: guaranteeing quality
Registered trademarks’. Design and law made a potent combination
(1870ies).
3: promising pleasure
Coca Cola, Ford, Consumer brands
4: inviting belonging
Apple, Ikea, Virgin / Corpoarate brands
5: enabling action
Amazon, eBay, Google, YouTube, Skype, Facebook, Wikipedia

CAN WE integrate cultural
planning & THE POWER OF
DESIGN AND BRANDING?
Can WE combine strategy
and visual QUALITY FOR MORE
IMPACT?
CAN WE BRING STRONG HUMAN
VISIONS TO LIFE THROUGH THE
POWER OF THE IMAGE?

Culture is habit. Culture is (unconsious) actions affect-
ed by spatial layout, design, visuality & tricks...

Culture is meaning. Culture is (conscious) activity driven
by will, ambition and vision, expressed in symbols & values...

Urgent.Anima-
tion

Urgent.Team

Design tools
Culture
Design
Cultural analysis tools
Getting loads
of ideas
Tangible
visulization
Prototyping
Co-creation
User testing
Scenario
development
Observing
people
Spatial analy-
sis
Listening to
people
User journey
Understanding
systems
Quality mapping

CITIZENS
The
missing
link
PRIVATEPUBLIC

Framing af
udfordring
Spatial
analyse
ko rs / idéprogra m © urgent.a genc y
Rum
Strategi
Strategisk
fokusering
Co-creation
design proces
Kultur
Bruger-
behov
Spatial
analyse
CULTURE DESIGN PROCESS

Bella
neigbhourhood
strategy
OPS CONFERENCE
/ proces design
Carlsberg
neighbourhood /
branding and urban
design
Microsoft
co-location /
STRATEGY & site
communication
Carlsberg brand
center / CONCEPT
proposal
Lighting
masterplan
for
Copenhagen
Copenhagen
urban toilet
/ CONCEPT &
design
SOCIAL lab
CONCEPT AND
DESIGN
Communicating
Vinge / place
branding
Design
society
denmark

Experience economy / Cultural planning
Richard Florida (The Rise of the creative Class)
Pine / Gilmore (The Experience economy)
VS
Charles landry, Colin MERCER, LEA GHILARDI,
ROBERT PALMER
(ThE CREATIVE CITY, CULTURAL PLANNING TOOLS)
Traditional modernist planning
Le corbusier
21. century: URBAN PLANNING
Becomes cultural planning + live-
ability + branding + creative class...

“CULTURAL PLANNING IS THE STRATEGIC AND
INTEGRATED PLANNING AND USE OF CULTURAL
RESOURCES IN URBAN AND COMMUNITY
DEVELOPMENT”
COLIN MERCER

The human (urban) experience is always multifaceted. It’s
spatial and technological
and social and and visual
and economic and...
With new disruptive technology and half the world population liv-
ing in cities there is more and more clashes between people,
technology and places.

Christian Pagh Byutviklingskonferansen 2015

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Christian Pagh Byutviklingskonferansen 2015