SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
OBJECTIVE
Reflecting personal values. Since the FMP is a personal project I simultaneously wished to reflect personal values. One of my greatest passions is food, which is playing a big part of my life. I was raised in an old village with a great tradition for fishing so since I was very little I’ve learnt the beauty of hunting, preparing and cooking your own food and experienced and valued the feeling of satisfaction and joy afterwards. Ever since Noma, the world best restaurant awarded for the 2nd year in a row, won its recognition, their ethos has very much interested and inspired me. Their philosophy builds upon using local ingredients and showcasing their individual values. In the time of technological development and globalisation this project is first and foremost about a vision of prospering in ones local environment, re-establishing a regionalisation and focusing on people’s inner values; A happy and healthy living.
1
6
7
8
9
PAGE 1
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
PAGE 2
CHALLENGES
A HAPPY AND HEALTHY LIVING A cultural divergence. Here is Salim and Jack. Jack is what you would call an “East End hipster” from London living the in area of Shoreditch. He is very passionate about his hobbies and has a rather expressionistic visual appeal. If you walk about the area you will likely find Jack hanging around with his friends on the streets or playing a gig on one of the local bars. He loves his neighborhood where he also have the chance to buy great curries for little money matching his tight student budget. However, Jack doesn’t know much about his community friends serving him the food. Salim on the other hand is originally from India where he was born and raised. He moved to England when he was 21 with his family to find better conditions of living and settled close to White Chapel where fellow immigrants had already shaped a community corresponding to his culture. Salim goes to Brick Lane almost every day to work and meet his friends. He loves working in a dynamic environment, but nor does he know much about the young culture sharing this space with him.1
Issue The question now remains: Is this lack of cultural insight an unavoidable affair in Shoreditch? How can you inspire people to share their individual values and shape a cultural rallying point.
JACK
SALIM
AGE
25
AGE
44
RELIGION
CHRISTIAN
RELIGION
MUSLIM
OCCUPASION
STUDENT
OCCUPASION
WORKING AT SHEBA RESTAURANT
LIVES
WITH 2 FLAT MATES
LIVES
WITH WIFE AND 2 CHILDREN
HOBBIES
MUSIC, FIXED GEAR BIKES, PARTIES, VINTAGE
HOBBIES
FAMILY, BOOKS, FOOD, CARROM
GOES TO BRICK LANE TO
SEE FRIENDS, EAT AT THE MARKET, SHOP CLOTHES
GOES TO BRICK LANE TO
WORK, SEE FRIENDS
TRANSPORT
BIKE / ON FOOT
TRANSPORT
BUS / ON FOOT
1
Jack and Salim are fictive characters based on personal research in the area, on an interview with Hoxton Council Office and facts on various homepages.
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
CHALLENGES
A HAPPY AND HEALTHY LIVING The polluted journey of a carrot. As the situation remains today, the journey from the distributor of groceries to the customer are causing many superfluous costs. This example illustrates some of the issues: 1
Pesticides To obtain a beatiful and long lasting carrot farmers tend to spray it with poisonous pesticides evidently affecting your personal health situation.
2
Storage The carrot is then stored in large refrigerators costing not only energy consumption but also the carrot’s short durability.
3
Transportation Depending on the carrot’s terminus it is etiher put on board a plane, ship or truck costing environmental pollution and further energy waste.
4
Traffic In order to reach its finishing point the trucks drives through cities taking up precious traffic space in the busy daily round flourishing.
5
Supermarket The carrot has reached the supermarket and is yet again stored until it is purchased by a costumer.
6
Your hands At last the carrot is where it belongs
1
2
3
6
5
4
PAGE 3
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
PAGE 4
RESEARCH
AREA SURVEY 1
2
3
4
Brick Lane Runs from Swanfield Street to Whitechapel High Street to the south by the short stretch of Osborn Street. Today, it is the heart of the city’s BangladeshiSylheti community and is known to some as Banglatown.
TRENDS AND POINTS OF INTEREST IN SHOREDITCH
Niche shops As the area is home to many artists, designers, musicians, fashionistas ect. you see many small shops with unique products and artifacts. For many years it hosted a stall selling nothing but rusty cog wheels
6
First Thursday / galleries On the first Thursday of every month the galleries and museums of east London open their doors late for a chance to see amazing art, culture and events after hours. With over 100 galleries and museums, private views, events, free art tours and great bars and restaurants nearby, east London is the place to come for late night culture.
7
Street art With a young, dynamic population, Shoreditch becomes a de factor open air art gallery; with graffiti, posters and paste-ups displayed on the main roads, down the side streets and in all the nooks and crannies of this post-industrial environment..
5
6
Sunday markets The markets include the Sunday Up Market, Spitalfield Market and the flea market on Brick Lane which makes the area very popular for tourists especially during the weekend.
Bethnal Green Rail
Shoreditch High Street
Shoreditch High Street Rail 3 1
Vintage stores Due to the population of the young generation and their interests vintage store a rampant in the area. Food stands / curry houses As a result to the great amount of interest, the area especially around Brick Lane is a food mekka where you can have a taste of most national dishes from Asia and South America.
5
2 4
White Chapel
7
Liverpool ation
Aldgate East
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
PAGE 5
RESEARCH
POPULATION SURVEY POPULATION BY ETHNIC GROUP
CONCLUSION POPULATION BY AGE STRUCTURE
WHITE
0 - 11
MIXED
12 - 24
BLACK
25 - 34
ASIAN
35 - 59
OTHER
60 +
POPULATION BY RELIGION
LIVING ARRANGEMENTS
CHRISTIAN
SINGLE
NOT STATED
COUPLE
MUSLIM
MARRIED
OTHER
TRAVEL TO WORK
HOUSEHOLDS WITH CARS PUBLIC TRANSPORT
NONE
WORK FROM HOME
ONE
ON FOOT
< TWO
BICYCLE MOTOR
What is needed? As my research shows a large proportion of the Shoreditch residents take public transport, walk or cycle to work, and only a minority use their own cars. I suppose this means that a large amount of the inhabitants have their daily life in the local neighbourhood, which is why it’s ideal to establish and sustain a lively and inspiring environment. In this way, it is easier to engage people in the project as well. In Shoreditch different cultures and worldviews meet, for what reason it’s important to encourage people to mutual understanding and tolerance. Shoreditch as a multicultural area holds great potential to evolve and be stated as a model for other cities or socially disadvantaged areas in relation to integration of different ethnic groups as well as innovation in spite of sustainability and knowledge sharing. In Shoreditch, citizens need a higher degree of community and understanding. Succeeding in gathering all ethnic groups meanwhile may lead to a unique environment that will attract the attentions of tourists, policians etc. and place Shoreditch and London as a an example to the world.
SHOREDITCH INHABITANTS NEED BETTER OPPORTUNITIES FOR INTEGRATING AND INTERACT WITH ONE ANOTHER
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
MISSION
Unique selling proporsition. Set to open at Sclater Street in Shoreditch, Shoreditch Seed will be a social and knowledge-enriching platform integrating the different cultures living in the local community by propagating a happy and healthy living through sustainable thinking. With a placement in the core of East London livelihood, the construction will house an eco-friendly agricultural farm on the rooftop with local vegetables from every culture represented in the area. An integrated education centre will allow people to get close to each other and the farmers and get handson experience with growing crops in an urban space. Insight in how to cook and prepare raw ingredients will be encouraged through an open cook school where people can share and obtain insight in different food traditions. A seed and plant store will encourage further investigation and a ground level restaurant and market selling the commodity products from above will complete the soil to plate understanding and eliminate energy waste on transport, distribution and storing of whole foods. The system will be sustainable and reproductive powered by solar and wind energy sources, which will irrigate the plants by rainwater collection. Food waste will be used to make new soil.
ROOF TOP GARDEN
EDUCATION CENTRE PROVIDING HANDS-ON EXPERIENCE WITH GROWING CROPS
SHARE AND RECIEVE INSIGHT IN DIFFERENT FOOD CULTURES
GET A GUIDED TOUR AROUND THE FARM
PLANT IRRIGATION BY FILTERED RAINWATER COLLECTION
PLANT AND SEED STORE ENGAGING FURTHER INVESTIGATION
POWER SYSTEM THROUGH SOLAR AND WIND ENERGY
FOOD WASTE MAKES NEW SOIL
PAGE 6
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
CONSTRUCTION SITE
VIEW FROM SOUTH WEST CORNER
VIEW ON SCLATER STREET TOWARDS EAST
VIEW ON SCLATER STREET TOWARDS WEST
9
PAGE 7
SECTION
1
PHILIP LINNEMANN
FMP 2011
2
3
4
5
6
7
8
9
SOLUTION
CONSTRUCTION ILLUSTRATON
EDUCATION CENTRE, COOK SCHOOL, RESTAURANT AND PLANT AND SEED STORE
120 M2 ROOF COLLECTS 3600 LITERS OF RAINWATER ON A 3MM RAIN INCIDENT
BULB AND STEM VEGESTABLES
WALKING PATHS FOR VISITORS FACING SOUTH CASTING MINIMAL AMOUNT OF SHADOW
FRUIT TREE PLANTAGE
LEAFY VEGESTABLES
PODDED VEGESTABLES
SOLAR ENERGY SYSTEM
GREEN HOUSE FOR NEW SHOOTS
PARKING BASEMENT MOVEABLE WALKING PATHS WORKING AS IRRIGRATION SYSTEM
MARKET SPACE
TOOL SHED
PAGE 8
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
PAGE 9
BRAND STRATEGY
Brand platform A strong brand is driven by a great inspiring idea, a differentiated array of values, an outstanding and attractive personality and a range of competitive advantages, which supports the core identity.
LOCAL INHABITANTS Interactive platform
Educational competences Humane and contributing
CORE IDENTITY
Professional
VALUES Trustworthy
Pertinent
PERSONALITY COMPETITIVE ADVANTAGES STAKEHOLDERS
TOURISTS
POLITICAL INTERESTS
SHARE YOUR INSIGHT
Differentiated
Persistent
Exciting and valuable
Determined
Unique integrity and delivery
Long lasting ENVIRONMENT
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
VISUAL IDENTITY
Name The name Shoreditch Seed is a combination of the name of the neighborhood and the origin to all plant life. In this way the first part of the name represents the local aspect the concept while the ohter part has both a directly and figuratively sense. The obvious meaning is the reference to the farm and the agriculture at the place, but you simultaneously get a reference to one of the main ideas behind the brand: To spread your insight and grow. On the example to the left you can see the various opportunities for creating a cooporate brand yet with different identities.
Logo The logo consists of the name and a logo mark all centered. The name is set in capitals in Flama respectively in Light and Extra Bold to create dynamic and differentiate the two words. The illustation of the seed is made by numerous lines representing growth and spread and stands in a dark green as the work seed referencing to nature.
LOGO FOR SHOREDITCH SEED
EXAMPLES OF HOW THE NAME AN LOGO CAN BE USED FOR OTHER NEIGHBORHOODS
BRIX TON
CHELSEA
CAMDEN
PAGE 10
SECTION
PHILIP LINNEMANN
FMP 2011
1
2
3
4
5
6
7
8
9
PAGE 11
ROUND UP
THE PROJECTS IS ABOUT Achievements and learning outcome My project is an attempt to solving problems associated with transport and storage of food by selling it right where it is grown and simultaneously helping ethnic integration and cultural adaptation. In a deeper regard, this project is about lighting up a discussion around sustainability and integration and placing them on the agenda in a visible manner towards all with a focus on alternative solutions. The problems I’ve touched upon are not just solvable overnight, but this project is an effort in getting others to think in new ways. This defines the project as being more event-oriented rather than being a real problem. Furthermore, I have focused on angling my project development through the lenses of people placing thier needs in the centre of my focus. Data visualisation and story telling is flourishing a lot these days and their impacts have fascinated me a great deal, so this is moreover an attempt to simplify and visualise this assignment as well as possible.
SOLVING INTEGRATION AND TRANSPORTATION PROBLEMS
GETTING ALTERNATIVE SOLUTIONS INTO PEOPLES MINDSETS
FOCUSING ON PEOPLE’S NEEDS AND VISUALING DATA IN AN SIMPLE AND UNDERSTANDABLE WAY