Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy Workshop Leader
Maria Jose Marcos Guest Expert
Pedro Medina Rein贸n
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
REF 1 ‘Legible City’ Jeffrey Shaw 1988
Maria Jose Marcos
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
TOWARDS A MIDDLE-OUT URBANISM
Maria Jose Marcos
Is the middle-out urbanism involving the cheap transport? Can a single bike envision the future Cities? Can the bike design create urban performance?
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
REF 2 ‘Jellyshelly’ Eva Gil & Maria Jose Marcos. 2010
Maria Jose Marcos
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
TOWARDS A MIDDLE-OUT URBANISM
Maria Jose Marcos
Can the bike cosmos become in productive design? Can the ecomobility design be part of Madrid Future fabric?
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Ref 3. Barrio. Fernando Le贸n de Aranoa . 1998
SYLLABUS
The transport has been always a clear indicator of the social, economical, cultural and even political landscape of the cities. In particular the bike use transport demonstrates a controversy in the international background, due to its uses increase or decrease from divergent reasons: in the developed countries has mainly healthy and ecological reasons and in the underdeveloped countries has primarily economical reasons. Could be a controversy the bike use in the middle-out urbanism of Madrid? Since the first driver licence of Madrid until the contemporary ones, the city and the design of mobility has been affected by unilateral application, can be possible create the opposite hierarchy application of this mobility design?.
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
TOWARDS A MIDDLE-OUT URBANISM
Maria Jose Marcos
In Madrid, the historical origins of driving license was published in the ‘Gaceta de Madrid’ from the Royal Decree Law 5 in September 7th 1900, where the regulation for the cars was limited the velocity to 15 km per hour in the city, same as the average of a contemporary cyclist. ‘Madrid to 15km per hour’ has the aim to challenge and call into crisis the existing mobility system of Madrid, and tries to envision a new way to understand the citizens transport. Nowadays there is a ‘Biking Green Ring’ that goes around the city and can be ridden in 4 hours to 15 km per hour. This ring is creating a new city biogeographic borders, focusing a new urban fabric in the periphery and concentrating a new riders community in this bioborder. Another controversy phenomenon is the biciMadrid, is starting as an urban strategy as well. Nowadays 1560 bikes of this biciMadrid link the bike paths within urban areas, beyond the private ones, are the ‘Biking Green Ring’ and the 1560 bikes enough to create a real activation of the ecomobility in Madrid? can be this mobility create a productive city? The main goal of ‘Madrid to 15km per hour’ is to create a modification and improvement of the existing condition of riding a bike in Madrid and it system of mobility, focusing in a ecological parameters and looking for productive ideas. The workshop methodology will be empirical, that means testing directly the reality by riding the bikes and pimp the bikes as a proposal of urban biodevelopment. Such as the Spanish movie BARRIO we will park a bike everyday in the school parking, and then we will pimp it by testing, measuring, designing and improving the bikes, the possibilities and the users gadgets. It will be open to wearables proposals, bike prosthesis, path gadgets... Reconsidering the way we are riding the city, rethinking the bikes, the paths, the riders... The proposal must point this critical phenomenon to a new design that can become more productive, in terms of sustainability, microeconomy and biodesign, and they must envision a new way of life Madrid. Each one of the Productive Designs will be part of a new ‘15 Km per hour Manifesto’ than can react and shake the middle-out urbanism.
TOWARDS A MIDDLE-OUT URBANISM
W 01
MIDDLE JUR
presentatio WIP process forma 4’ Elevator Pitc
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy
Maria Jose Marcos DETAIL WORKSHOP SCHEME BY
09_
TU
WD
TH
FR
SAT
28/04
29/04
30/04
01/05
02/05
OUTDOOR DESIGN DUE TO STUDIO
DESIGN STUDIO
DESIGN STUDIO
10_
A2
WORKSHOP
WORKING
CRITS
& GLOBAL BRIEF PRESENTATION
11_ 12_
A2
A3
TASKs
PRESENTATIONS & CONSULTANCY
14_ 15_
Calle Salustiano Olózaga, 14
PODUCTION
MADRID TOUR
BIKE MOCK UPS
CAIXA FORUM 15 30 h Paseo del Prado, 36
DESIGN STUDIO WORKING
17_
DESIGN STUDIO WORKING
18_
MEDIA LAB PRADO OJO al DATA 16 30 h
DESIGN STUDIO
Paseo del Prado, 36
CAMPO DE LA CEBADA 17 30 h
19_
21_
12 30 h / 15 30H CLOSED
WALKING
16_
20_
WORKSHOP
WILL BIKEBE
EXPERTS
PRESENTATION
13_
MAY 1ST URBAN NATIONAL AREAS HOLIDAY ETSAM field trip
PRESENTATION
A1
Plaza de la Cebada 28005 Madrid
DIRECT WITH THE
WELCOME “SPANISH WINE”
WARMING UP
BIKE EXERCISES
A ETSAM
FLAMENCO 22 00 h
PODUCTION
BIKE MOCK UPS
B COAM
Calle de la Cruz 26
C OTHERS
A1
PATIO PABELLÓN NUEVO
B1
EXHIBITION SPACE
C1
CINE CALLAO
A2
WORKSPACE
B2
LECTURE HALL
C2
RESTAURANT
A3
AULA MAGNA
A4
LECTURE ROOM
MANIFESTO
PRODUCTION
W 02
RY
OUT JURY
on at ch
presentation WIP process format 4’ Elevator Pitch
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ]
TOWARDS A MIDDLE-OUT URBANISM
Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
SUN
MON
TU
WD
TH
FR
03/05
04/05
05/05
06/05
07/05
08/05
OUTDOOR DESIGN STUDIO
DESIGN STUDIO
DESIGN STUDIO
DESIGN STUDIO
WORKSHOP
WORKSHOP
GREEN WORKSHOP RING field trip BIKE
CRITS
MADRID TOUR
WORKSHOP
WORKSHOP B2
ARCHIPRIX SPAIN
A4
11 00 h / 14 00H
Calle Salustiano Olózaga, 14
DESIGN STUDIO
EXPERTS PRESENTATIONS & CONSULTANCY
ROUND TABLE
B2
PODUCTION
BIKE MOCK UPS
MANIFESTO
PRODUCTION
ARCHIPRIX SPAIN
PODUCTION
AWARDS CEREMONY
BIKE MOCK UPS
WALKING NATIONAL MUSEUM REINA SOFIA
15:30 - 19:00 h
Calle de Santa Isabel, 52
DESIGN STUDIO
A2
MIDDLE JURY CH.01
WORKSHOP
PODUCTION
BIKE MOCK UPS
DESIGN STUDIO WORKSHOP
B1
MAKING OF ARCHIPRIX EXPO B1
A3
C1
OUT JURY CH.02
AWARDS CEREMONY B1
B2
ARCHIPRIX EXPO OPENING
ARCHIPRIX
PODUCTION SPAIN
BIKE MOCK UPS ROUND TABLE
WORKSHOP
B1
PRESS DRINKS BUS
WORKSHOP CLOSING
DRINKS
C2
DINNER
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Desert Resort Befriending the African Sahara Africa - Sudan - Khartoum Discipline: Architecture,Landscape Design Categories: leisure,mixed use,modern,eco,large Back to Project
Sahar Abbas Awad
s7r_92@windowslive.com UNIVERSITY University of Khartoum Faculty of Architecture
Towards Pure Humanity Asia - Syria - Lattakia Discipline: Architecture Categories: mixed use Back to Project
Eisa Baddour
eisa_baddour@hotmail.com UNIVERSITY Tishreen University Faculty of Architecture
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Oncological Clinic oncological clinic South America - Bolivia - Cochabamba Discipline: Architecture Categories: health Back to Project
Andrea Alejandra Balderrama Aguillar
andrea-balderrama@hotmail.com MY FAVOURITE ARCHITECT Architect Zaha Hadid Y FAVOURITE BOOK/FILM El amor en tiempos de c贸lera WHY I WANT TO BE AN ARCHITECTl Universidad Privada del Valle Facultad de Arquitectura y Turismo
Tierras De Cultivo Tower Innovation Vertical Farming For Future In Bangkok 2050 Asia - Thailand - Pratumthani Discipline: Architecture Categories: industry,park,high-tech,city,extra large Back to Project
Apikeairt Charoensuttiyotin
apikeairt@gmail.com www.facebook.com/apikeairt. charoensuttiyotin MY FAVOURITE BOOK/FILM Inception, Minority report, Oblivion, Elysium ,Total Recall (all movie about future and technology) UNIVERSITY Rajamangala University of Technology, Thanyaburi.
TOWARDS A MIDDLE-OUT URBANISM
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Re-organization strategy for adolescents in marginal rural area North America - Costa Rica - San Pedro Discipline: Architecture,Landscape Design Categories: health,school,cultural,leisure,religion,mixed use,regional,eco,re-use,transformation,suburb,village,mountain,water,medium Back to Project
Luis E. De la O JimĂŠnez
luis.delao.j@hotmail.com Universidad Latina de Costa Rica Arquitectura
edesign of the protective green zone along the highway Europe - Serbia - Belgrade Discipline: Landscape Design Categories: mixed use,park,reuse Back to Project
Marija Ignjatović
ignjatovicmarija87@gmail.com University of Belgrade Faculty of Forestry, Department for Landscape architecture and Horticultyre
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Metamorphosis Europe - France - Montpellier Discipline: Architecture,Urban Design Categories: school,mixed use,station,eco,city Back to Project
Julie Jampierre
juju_jampierre@hotmail.fr PRESENT AT WORKSHOP UNIVERSITY Ecole nationale supérieure d’architecture de Montpellier
Experimental School for Urban Community Proposal of educational spaces South America - Peru - Lima Discipline: Architecture Categories: school,cultural,park Back to Project
Isabel del Pilar Loredo Pecho iloredop@gmail.com PRESENT AT WORKSHOP
UNIVERSITY Universidad Ricardo Palma Facultad de Arquitectura y Urbanismo
TOWARDS A MIDDLE-OUT URBANISM
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Project Filipinas New Clark International Airport Asia - Philippines - Manila Discipline: Architecture Categories: cultural,infrastructure,airport,regional Back to Project
Jym Manuel
jymmanuel@yahoo.com facebook.com/1048466530 PRESENT AT WORKSHOP UNIVERSITY University of Santo Tomas College of Architecture
Alternative Cultural-Commercial Center and Residence for Artist Jr. Quilca, Lima- Peru South America - Peru - Lima Discipline: Architecture Categories: cultural,mixed use,transformation,city Back to Project
Ivan Ortiz
ivanedgar.ortiz@gmail.com PRESENT AT WORKSHOP MY FAVOURITE ARCHITECT T. Ando - A. Siza UNIVERSITY Universidad Nacional de Ingenieria Facultad de Arquitectura, Urbanismo y Artes
CH.02 SUB-TASKs WORKING
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Re*activate Kagithane Re-imagining Valley of Cendere & Urban renewal of Kagithane Europe - Turkey - Istanbul Discipline: Architecture Categories: housing,cultural,mixed use,park,eco,transformation,metropole,large Back to Project
Ozan Ă–zvatan
ozanozvatan@gmail.com ozanozvatan.prosite.com/ UNIVERSITY Istanbul Technical University Faculty of Architecture
A Recipe for Atmosphere Situation 6 North America - United States Marietta Discipline: Architecture Categories: Back to Project
John W. Valentine
valentine.john.w@gmail.com PRESENT AT WORKSHOP UNIVERSITY Southern Polytechnic State University Department of Architecture
TOWARDS A MIDDLE-OUT URBANISM
Madrid to [ 15km per Hour ] Pimp your bike, Pimp your micro economy BY
Maria Jose Marcos
Workshop Leader
Maria Jose Marcos
MAGICARCH www.magicarch.es www.magicarchitect.blogspot.com.es
MARIA JOSE MARCOS Director of Magicarch since 2007. March I by University of Alicante with Honors in her final project, and March II Master in Advanced Architecture Design by [ETSAM]. She taught: Architectural Design at Soongsil University in Seoul, visiting teacher at AA School of Architecture in London for the years 2012-2014, lecturer at Iñaki Ábalos Unit at Polytechnic University of Madrid [ETSAM] in 2011, visiting teacher at UIC-ESARQ in 2011 and Assistant Professor at University of Alicante from 2008-2011 and 2014. Magicarch’s projects have been exhibit in several international exhibitions such as: EXPORT Spanish architecture 2015 Madrid, ‘100 architects of the year’ at the KIA Korean Institute of Architects in Daejeon and Seoul (2012), III International Architecture Biennale Rotterdam -Netherlands-(2006) and the VIII Venice Architecture Biennale -Italy- (2002) and the Korean Institute of Youth Facilities and Environment in Daegu -South Korea- (2012). She has received several awards such as the selection for the III Biennale of Spanish Architecture in 2008, 1st prize in the IV Architecture Competition SCHINDLER, Education Award for Young Entrepreneurs of the Valencia Government and shortlisted at ONE PRIZE in New York in 2011 and ONE PRIZE in New York 2014. She works as a correspondent and consultant of international architecture, at specialized magazines such as ‘DOMUS’, ‘Neo2’ ‘A10 New European Architecture’, ‘Abitare’ and ‘Mark’ magazines.
Guest Expert
Pedro Medina Reinón
PEDRO MEDINA www.editorial.iedmadrid.com www.abreelojo.com
Pedro Medina Reinón (1973) has a degree in Philosophy from the Universidad de Murcia (1996) and a doctorate in Cultural Sciences from the Scuola Internazionale di Alti Studi in Modena (2001). He worked as a researcher at the Instituto universitario de Architteura in Venice (2002-2003) and he has been the Director of the Cultural Area at the Instituto Europeo di Design in Madrid (2006-2013), where he also teaches a range of history of art, aesthetics and semiotics subjects in Madrid, Turin and Bologna. Since 2013 he is the Publishing Director at IED Madrid. His Main areas of research are the History of Aesthetic Ideas and Art Theory, with a focus on the relationship between art and society in politically-driven art practice, which has led him to research new languages in contemporary art, especially video-creation and digital media. He is author of the book ‘La muerte de Virgilio’. ‘El final de una ilusión estética’ 2006 ad he regularly contributes to the magazine Artecontexto and Le monde diplomatique. In addition, he edits the digital magazine (nos. 6-21) and the online cultural guide abreelojo.com published by IED Madrid and he is in charge of the Editorial IED. He is member of the Visual Arts Critics Council, acting as chairperson of its board of Directors (2007-2011 and 2013-…) He has curated several exhibitions in international panorama, such as Madrid, Shanghai , and sometimes collaboratelly with Francisco Jarauta or Javier Maseda.