FINAL PRESENTATION 18/12/12
MASTER IN ADVANCED ARCHITECTURE Introductory Design Studio: Smart Public Space
Group 02 - Passeig de Grรกcia Street Garita / Chamma / Valenzuela
INDEX 1 2
Passeig de Grácia Street - Barcelona, Spain | BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES. Conceptual Photo from Passeig de Grácia Street “Casa Batlló Building”.
3 4 5 6 7 8
A vision of smarter cities. How smart is your city... YOUR STREET ? How smart COULD Passeig de Grácia BE?. Digital-city: Inside-out formal / strategies - Digital-society: outside-in Emergent / initiatives. Conceptual Photo from Passeig de Grácia Street “Crossing Area”. Timeline URBAN EVOLUTION OF A COMPACT CITY - TOPOLOGICAL CHANGE OF a EDGE Inflection points Density - Case of study.
9 10 11 12 13 14
Conceptual Photo from Passeig de Grácia Street “Barcelona Tour Bus”. Street Analisys. Skyline Section A-A / Perspective. Mobility section Passeig de Grácia Street. Mobility Mapping. Why consumers buy? (or not).
15 16 17 18 19 20
Commercial Mapping. Smart Commerce Strategies. Conceptual Photo from Passeig de Grácia Street “Hotel Majestic”. World’s Finest Streets / International Networking. Conceptual Photo from Passeig de Grácia Street “El Paulet”. Commercial Phenomena.
21 22 23 24 25 26
Attractor Points. Consumer Behavior. CITY PROTOCOL STRUCTURE. STREET PROTOCOL STRUCTURE. STREET PROTOCOL - EVALUATION AND MEASUREMENT SYSTEM.
27 28 29 30 31 32
Scenario 1 Scenario 2 Scenario 3 Scenario 4
33 34 35
Scenario 5 Scenario 6 Scenario 7
PASSEIG DE GRﾃ，IA STREET / Barcelona, Spain
Sm art
BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES Space blic Pu
Commerce
Density
Mobility
01
Source: SBA73, flickr. Night in Barcelona [on line]. Spain: Barcelona October 2011 Spain [reference date: December 13 2012]. Available on: http://www.flickr.com/photos/7455207@N05/6764373091/lightbox/
02
A vision of smarter cities Power and responsibility as cities take center stage In 2008, for the first time in human history, the majority of the world’s people lived in cities.3 And cities for the foreseeable future will continue to grow faster than the countryside’s surrounding them (see Figure 01). Globally, the number of people living in cities of 1 million . or more will grow from about half a billion in 1975 to almost 2 billion in 2025. As a result, cities have assumed a central role in the urbanized world of the 21st century. Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.
Figure 01.
Figure 02.
88% Percentage of total population linving in cities 80% 1990 - 2050 forecast 73%
The Top 10 Smart Cities On The Planet
1990 2020 Forecast 2050 Forecast
67% 51% 35%
Developed countries Developing countries
Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.
1 Vienna. 2. Toronto. 3. Paris. 4. New York. 5. London. 6. Tokyo. 7. Berlin. 8. Copenhagen. 9. Hong Kong.
10. Barcelona. Source: COHEN, Boyd. The Top 10 Smart Cities on the Planet [on line]. United States of America [reference date: December 13 2012]. Available on: http://www.fastcoexist.com/1679127/the-top-10-smart-cities-on-the-planet
The world economy is now globally integrated and services-based, with cities as its hubs. >Today’s challenges put cities under pressure to act now<
Figure 03.
>Cities are based on a number of core systems< Cities are based on a number of different systems – infrastructures, networks and environments – central to their operation and development: city services, citizens, business, transport, communication, water and energy. The effectiveness and efficiency of these systems determine how a city works and how successful it is at delivering its goals. These systems are not discrete and must be considered holistically, as well as individually.
03
image source: Google Earth
Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.
E
PL
M
XA
EI
How smart is your city... YOUR STREET ? How smart COULD passeig de gracia BE ? JARDINS DE SELVADOR ESPRIU
A vision of smarter cities Cities are based on a number of different systems central to their operation and development. Cities are based on a number of core systems
Cities systems and their interrelationship within the larger framework of the city’s strategy and governance.
BLUR CONNECTION CONCEPT by
RFID: Radio-frequency identification.
More than 33 billion RFID tags will be active 2010 – five for every inhabitant of the planet. Source: A vision of smarter cities: How cities can lead the way into a sustainable future.” IBM Institute for Business Value. June 2009.
1.3
City Service CITY GOVERNANCE CITY STRATEGY
Business and mobile investment Smarter cities make their systems:
INSTRUMENTED + INTERCONNECTED + INTELLIGENT
Palmisano, Samuel J. ”A Smarter Planet: The Next Leadership Agenda.” IBM. November 6, 2008. http://www.ibm.com/ibm/ideasfromibm/us/smartplanet/20081106/sjp_speech.shtml
Interconnection:
means that different parts of a core system can be joined and “speak” to each other, turning data into information.
Communication
City Operations Systems City User Systems City Infraestructure
Figure 05.
2005
Intelligence in the form of new kinds of computing models and new algorithms enables cities to generate predictive insights for informed decision making and action.
Water
Figure 06.
READERS / TAGS / DEVICES
LOCAL SOFTWARE AND INFRAESTRUCTURE
ENTERPRISE INTEGRATION Enterprise Resource Planing
Source: IBM Center for Economic Development analysis
Intelligence:
refers to the ability to use the information created, model patterns of behavior or likely outcomes and translate them into real knowledge, allowing informed actions.
2010
Source: “Esplosive Growth Projected in Next Five Years RFID Tags.” In-Stat.2008
Interconnection creates links among data, systems and people in ways not previously possible.
Energy
Transport
Instrumentation or digitization:
of a city’s system means that the workings of that system are turned into data points and the system is made measurable. By 2010, there is likely to be 1 billion transistors, the building block of the 36 . digital age, for every human being.
33
+2500%
Citizens Business
and
Unparalleled data-gathering possibilities: number of RFID tags in use, billions, 2005 and 2010
Figure 04.
PLACA DE CATALUNYA
prosperous
Supply Chain Management Local Server
04
Digital-society:
Digital-city:
Inside-out formal / strategies
Outside-in EMERGENT / initiatives
new ways for public authorities and developers to architect and build more efficient infrastructure and services
Stimulate self-help and co-production behaviors in the community, strengthen social capital, and engender digital
funded and administered by government agencies, metropolitan authorities, utilities, and industry.
created by individuals, community groups, NGOs, universities, and start-ups, often using low-cost and publicly available ICT platforms and solutions. inclusion
E-goverment
personal support netwoks
Network Infrastructure Digitally enabled urban planning
Enabling regulation
Digitally enabled transport Digitally enabled healthcare Digitally enabled Digitally enabled grids & utilities construction Gov. 2.0 & open data
Co-production of Public Services
volunteering networks
community service interfaces
social network, platforms
Infrastructure, service and anablers Source: HODGKINSON, Steve OVUM (2011). Is Your City Smart Enough?. London, United Kingdom: OVUM.
urban action forums, carpooling networks
seniors peer support, collective action forums
ICT-led economic development social innovation incubators digital divide programs
05
support networks, collective action forums
hyper-local websites
community service interfaces
Social capital and digital inclusion
06
TIMELINE
The Passeig de Gràcia was opened 1827 and worked as a communication route between the city and the nearby town of Gràcia, functioning primarily as a communication edge.
...1854...
...1859...
IA AC
Binding of the historic center with these populations, defined in the draft l'Eixample, 1859, this consisted of urbanization Barcelona plane with a network of streets parallel and perpendicular to each other that defined blocks of houses. (Ildefons Cerdà urban planing) .
Y
Source: JUNTA DE CASTILLA Y LEÓN. Contextos, Arte Historia [on line]. Spain [reference date: December 13 2012]. Available on: http://www.artehistoria.jcyl.es/histesp/contextos/6170.htm
TOWARDS THE
Today is the best shopping and business area of Barcelona, thus generating a sector of a major movement of people, and a consumption center, generating a large towards its interior pressure.
IA AC
When the Eixample project was approved, began to show results, on both sides of the promenade were built buildings. On the walk significant rise buildings that fit the aesthetic tastes of each era.
CENTER
GR
07
...1860...
C.PREASSURE
CIT
PASSEIG DE GRÁCIA 04.
GR
An old road widened, achieving a space built with fountains, gardens, a different and walking areas (like Champs Elysees development) . With the growth of the Eixample became the main route of the new city and the main area of the investment and trade in Spain.
Y
B.EXAMPLE GROWTH
?
CIT
The campaign for the demolition of the walls began in 1854 while they summoned a contest to draw and distribute the new growth of the city towards the nearest populations.
Y
A.COMUNICATION EDGE
IA AC
03.
The historical city was enclosed within the perimeter walls of medieval origin, preventing growth and causing that were born around scattered on the plain, a series of villages.
GR
02.
...1800...
TOPOLOGICAL CHANGE OF a EDGE INFLECTION POINTS CIT
01.
URBAN EVOLUTION OF A COMPACT CITY
DENSITY CASE OF STUDY District Population density 2010
Population
Area Km2
Density Hab./km2
BARCELONA
1.582.738
101,0
15.677
1. Ciutat Vella 2. Eixample 3. Sants-Montjuïc 4. Les Corts 5. Sarrià-Sant Gervasi 6. Gràcia 7. Horta-Guinardó 8. Nou Barris 9. Sant Andreu 10. Sant Martí
106.722 262.044 176.080 83.627 139.506 119.216 170.263 166.627 140.850 217.803
4,5 7,5 21,3 6,0 20,1 4,2 12,0 8,0 6,6 10,8
23.746 35.105 8.248 13.897 6.943 28.478 14.241 20.728 21.458 20.174
SITE ESPECIFICATIONS INCOME GROUP: MIXED BASIC PROJECT STATISTICS GROSS BUILDING AREA: 57440 SITE AREA: 123000sqm FLOR AREA RATIO (FAR) DWELLING UNITS (DU) POPULATION (POP)
TYPICAL BLOCK - EIXAMPLE
FAR
What is Density (specifically referring to the density of urban space) has numerous definitions and methods of measurement. When we talk about density, we may define it by how many people live in an area, the size of buildings on a given site (floor area ratio or FAR) or how many homes are in an area (dwelling unit density).
SPAIN > BARCELONA > TYPICAL BLOCK - EIXAMPLE
4.70 93
DU/AC
230
DU/AC
145
LAND AREA SCALE
POP/Ac
359
POP/Ac
LAND AREA
MEASUREMENT UNITS MEASURED AGAINST
A
BLOCK OR DEVELOPMENT PARCEL
The Eixample plan proposed a square shaped block of 113.3m (372ft), with chamfered corners at 45 degrees, and three typical block layouts. The blocks would have only 50% of their plot ratio constructed with perimeter coverage, the remaining left for central patios or gardens that would offer public open space as well as appropriate light and ventilation to the plots. A maximum height of 20m (65ft), or four stories, was also established and coincided with the typical street width of the plan. During implementation, however, the plan suffered many transformations. The typical blocks initially with an open layout became closed, and the courtyards were built up rather than remaining as open space. Changing ordinances eventually allowed for buildings to grow in height and depth, considerably increasing the density of the plan. Consequently, many of the Eixample blocks today have varying building forms, which reveal the evolution of ordinances over time. The block selected as a case study was chosen since it contains buildings representative of these various ordinances. Using plans, sections and aerial images, a 3D massing model was generated and used to calculate the Gross Floor Area (GFA) and Floor Area Ratio (FAR) of the selected block.
B
NEIGHBORHOOD
C
DISTRICT
D/E
CITY / REGION
Source: MIT FACULTY. Density Atlas [on line]. United States of America and China [reference date: December 13 2012]. Available on: http://densityatlas.org/measuring/
08
09
STREET DIMENSION
PUBLIC SPACES
ROUNDED POINTS
CROSSING AVENUES
CROSSING STREETS
Length 1,780M
Placa de Joan Carlos I Diagonal Avenue
Jardins del Palau Robert
Width 65M
Placa de Grรกcia
7 intersection points
Jardins de Selvador Espriu
Gran Via De Les Corts Catalanes
Placa de Catalunya
Void area: 153 512 m2 / 3 070 240 m3 aprox. Width of the street From Bldg to Bldg: 65m. From Border to Border: 40m.
Public Space: 24,962 m2 ::
16% from the street void like a BREATH POINTS
10
28 BLOCKS
SKYLINE SECTION A-A / PERSPECTIVE
A
B16
B15
SECTOR A Placa de Catalunya Space
B17 B14
B18
B13
Street Space
B12 B19 B20
B21
Inner Space
B11
B10
SECTOR B B22
B23
B24
B25
B27
B26
B09
Jardins de Palau Robert Space
B08
B07
B06
B05
B04
B28
B03
B01
A
11
SECTOR C B02
Buildings Skyline Perspective
P
mobility section Passeig de Gracia STREET
Low density construction Commercial/ Residential block
P 12
Mobility
Smart mobility strategies
Mapping 1st. Changing of
Mobility sYStems
In order to create an smarter mobility grid its necessary to change from conventional mobiliy systems. There are in the markert more eco friendly and interconnected options that are already working in Barcelona, but this have to be a revolution because of the process´s speed.
VERTICALSCOPE Inc. Smart eScooter [on line]. Canada [reference date: December 13 2012]. Available on: http://blog.motorcycle.com/2012/05/10/motorcycle-category/scooter/mercedes-benz-to-produce-smart-escooter-in-2014/
2nd.
Transfers mobility grids.
¨Multiscale transference´s devices” Manuel Gausa
Its necesary to improve the connections between the main streets that are containing Passeig de Gracia, and make a faster delivery between one point to another.
11,400 motorcycles per day
9 Bicing! Stops. 26,500 persons per day
22,800 vehicules per day Transportation´s path: 12 minutes (from point A to B)
13
19 Parking Spots. 512 slots 706 slots x slots
Pedestrian´s path: 75 minutes (from point A to B) 3 Metro Stations.
Source: TC-STREET. El Traffic Index de las calles comerciales [on line]. Barcelona, Spain [reference date: December 13 2012]. Available on: http://www.tc-street.com/
Underground parking lots
Its about: Decreasing people´s walking time. Increasing vehicule´s movement between one point to another.
3RD.
eLIMINTATE CONTAMINATION SOURCES
To convert Passeig de Grácia in a premium landmark it’s necessary to eliminate all kind of contamination source in order to create a good impression over the 26000 users and visitors.
Percentage of expenses
4.8%-Nordic Countries 7.1%-Italy
Retailer web site Shopping portal
TV/ radio/ billboard Retailer store Friends/ family Mobile applications Social medias Online streaming E-mail Search engine Magazines
12.9%-Germany 13.8%-France 22.9%-U.K 40%-Rest of the world 60% spend in Passeig de Gracia
Retailer controlled Consumer controlled
Source: IBM. Smarter retail [on line]. United States of America [reference date: December 13 2012]. Available on: http://www.ibm.com/smarterplanet/us/en/consumer_advocacy/ideas/index.html?re=spf
Source: EL PERIÓDICO. Barcelona, ciudad de compras [on line]. Barcelona, Spain [reference date: December 13 2012]. Available on: http://www.elperiodico.com/es/noticias/barcelona/barcelona-ciudad-compras-1633022
instrumented consumers BY country and Taxes opertAtions made in Barcelona
Emerging Economy
Mature Economy
2010
68%
Brazil
Rusia
62%
Chile
Brazil
62%
China
Israel
60%
Mexico
E.E.U.U
58%
Columbia
China
52%
Argentina
Singapur
48%
U.K
43%
E.E.U.U
40%
Australia
40% 38%
Italy Canada
35%
Germany
30%
France
99 62 60
- Window stores are just for front viewers. (No naturally while you are in movement).
premises of a store.
973
131
471
- Important factors: Waiting time for paying, shopperemployee contacts, effective signs.
336
116
- People move to the right naturally, Spaces must be designed with these parameters.
- Almost all unplanned buying is a result of TOUCHING, HEARING, SMELLING or TASTING something on the
2011
99
- Shops have been designed just for women. There´s no application of how men buy although they represent 45% of population in Passeig de Grácia. - People slow down when they see reflective surfaces and speed up when they see banks.
( 20 millions of Euros a year aprox)
Percentage of
Why consumers buy? (or not)
Greatest influences during product awareness and research
made in Spain on a year by Nationality
286
Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. New York, United States of America: Simon & Schuster.
283 212
Increase of Instrumented costumers “Almost 90% of the consumers in 2012 got at least one account on social sites in a difference of the companies with 75% that got accounts...”
Source: IBM. Smarter retail [on line]. United States of America [reference date: December 13 2012]. Available on: http://www.ibm.com/smarterplanet/us/en/consumer_advocacy/ideas/index.html?re=spf
Instrumented One technology No technology
2009
2010
2011
2012
36%
49%
63%
71%
44% 20%
37% 14%
Xavier Trías
30%
25% Source: TRÍAS, Xavier. Passeig de Grácia [on line]. Barcelona, Spain [reference date: December 13 2012]. Available on: http://www.paseodegracia.com/barcelona/entrevista-a-xavier-trias/
14
Commercial Mapping
01.
108 locals in Passeig the Gracia 02.
01.
02.
03.
04.
05.
06. 13 restaurants with outdoor service. 03. 51
28 39 62
53
35 37
16 Banks or financial services (pedestrian speed accelerators) 04.
46
45 locals with app´s presence, 63 locals without app´s presence
64 19 49 34
05.
20
WIFI Points 27
06.
16 shops in Top 10 Award for the best shop windows 2002-09 39. NESPRESSO / Pg. de Grácia, 102. 46. PRONOVIAS / Pg. de Grácia, 74. 49. REGIA / Pg. de Grácia, 39. 51. Rte. FERNÁNDEZ / Pg. de Grácia, 1160. 53. SANTA EULÁLIA / Pg. de Grácia, 93. 62. VINCO / Pg. de Grácia, 96. 64. ZAS TWO / Pg. de Grácia, 51-55. 19. DESIGUAL/ Pg. de Grácia, 47. 20. DIESEL/ Pg. de Grácia, 19. 27. GONZALO COMELLA / Pg. de Grácia, 6. 28. GRATACÓS / Pg de Grácia, 110. 34. LOEWE / Pg. de Grácia, 35. 35. LOUIS VUITTON / Pg. de Grácia, 82. 37. MANGO / Pg. de Grácia, 65.
15
Physical strategies strategies Smartcommerce commerce
Smart commerce strategies 1st.
A.R Commerce
Augmented reality (AR) is a live direct or indirect, view of a physical, real-world environment whose
1st..
SIGNS AND WINDOWS FOR HUMANS! [NOT JUST FRONT VIEWERS] ¨...The smart store is designed in accordance with how we walk and where we look...”
elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. As a result, the technology functions by enhancing one´s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one. Augmentation is conventionally in real-time and in semantic context with environmental elements.
stop!
Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. Paco Underhill New York, United States of America: Simon & Schuster.
Source: ANDÚJAR, J. M. (2011). Augmented reality for the improvement of remote laboratories: An augmented remote laboratory.
When people are walking, shops only have 4 seconds to take their attention. Diagonal solutions for shops facade´s help to spot them while walking.
2ND.
Senses design [NOT JUST VIEWERS]
... Not just for viewers, also to touch, smell, taste and hear. Almost all unplanned buying it´s generated by trying things out. These are the most important elements in the dynamic of shopping. Source: CIRCUITS TODAY. Augmented Reality (AR) Technology [on line]. [reference date: December 13 2012]. Available on: http://www.circuitstoday.com/augmented-reality-technology
PG APP [IOS / ANDROID]
3ND. Passeig de Grácia app which concentrates all the specific information for touring, shopping,
a dynamic meta tool That can deliver information to the smart consumer
Knowledge system
4TH. business system
eating and other kind of services that this place contains.
BCN designers spots / smart innovation system
finance system
2ND.
In order to turn shoppers into buyers, it´s necessary to generate over them some pleasure and entertainment.
SPEED BUMPS!
! !
!
build enviroment Source: CAMBRIDGE UNIVERSITY. Reports [on line]. Cambridge, United Kingdom [reference date: December 13 2012]. Available on: http://www.landecon.cam.ac.uk/
16
17
M1 C3
I4
C5 C4 C2 M2
B1 M4
C1 I5 P3 I1
World’s Finest Streets / International Networking
B4 M3 I2
B5 M5
A central part of PPS’s work is helping communities get the most out of their streets, both as transportation links for all modes of commuters and as vital places for people to enjoy. That’s why we showcase many of the world’s best streets in our website’s Great Public Spaces listings, which begins with people’s nominations of their favorite public spaces- streets, parks, squares, markets, buildings and others. Here we offer a classic street in each category from our Great Public Spaces listings and links to many other examples. And we invite you to help us discover more great streets. BOULEVARDS | COMMERCIAL STREETS | ICONIC STREETS | PEDESTRIAN STREETS | MAIN STREETS.
B2
Source: PROJECT FOR PUBLIC SPACES. Touring the World’s Finest Streets [on line]. [reference date: December 15 2012]. Available on: http://www.pps.org/reference/touringtheworldsfineststreets/
More Great Commercial Streets
More Great Boulevards:
More Great Iconic Streets:
More Great Main Streets:
C1. Camden High Road London, England C2. Devon Street Chicago, IL, USA C3. Venice Beach Venice , CA, USA C4. Elmwood Avenue District Buffalo, NY, USA C5. St. Mark's Place New York, NY, USA
B1. Boulevard Saint Laurent Montreal, Canada B2. Avenida de Mayo Buenos Aires, Argentina P3. Passeig De Gracia Barcelona, Spain B4. Kungsportsavenyn Göteborg, Sweden B5. Peace Boulevard Hiroshima, Japan
I1.Las Ramblas Barcelona, Spain I2. Psirri Athens, Greece P3. Passeig De Gracia Barcelona, Spain I4. Las Vegas Boulevard/The Strip Las Vegas, NV, USA I5. Champs-Elysees Paris, France
M1. State Street Madison, Wisconsin M2. West Main Street, Sackets Harbor Sackets Harbor, NY, USA M3. Alleg Street Borås, Sweden M4. Sainte-Catherine Street Montreal, QC, Canada M5. Art Street Taichung County, Taiwan
Source: PROJECT FOR PUBLIC SPACES. Touring the World’s Finest Streets [on line]. [reference date: December 15 2012]. Available on: http://www.pps.org/reference/touringtheworldsfineststreets/
PASSEIG DE GRÁCIA AS A MAIN & COMMERCIAL
INTERNATIONAL LANDMARK 18
19
BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES
commercial phenomena density
Mobility
understanding consumer behavior It´s not a problem about quantity density, itâ&#x20AC;&#x2122;s a problem about quality density. A balanced commercial mobility distribution.
20
Parco
Deutsche
Samba Imaginarium Casa Madrid
Dirk Bikkembergs
Mont Blanc
Dolce & Gabbana
G-Star raw
Hugo Boss Adelas Seguro La Caixa Carolina Herrera
Tous / Rolex Escada
Bar Tapas Zadig 6 Voltaire
United Colors of Benneton
La Caixa Guess
Boulevard Rosa
La coste
Desigual
Tenorio Braserria Casa Josefina / Barqués Joyería Casa Batló
Cartier Guess
Nike Brow
La Vaca Paca
Diesel
CaixaTeresa La Caixa
Sabadell Atlántico Bancaja BBK Santander
Casa Josefina / Barqués Joyería Casa Batló La Pedrera
Jofre
Santander Catalunya Caixa BBVA BANIF Banco Santander
Michael Kors
Banco Popular Bolsa de Barcelona La Caixa Adelas Seguro La Caixa Casa Madrid Deutsche CaixaTeresa Sabadell Atlántico Bancaja BBK
Camper
Txapela Tapa tapa Citrus Divinus QuQu
HISTORICAL
La Pedrera
La Vaca Paca Brow Tenorio Braserria Bar Tapas Samba Imaginarium Parco La Baguetina Catalana Pomarada La vinotela Torres
Catalunya Caixa Prada La Baguetina Catalana BBVA BANIF Louis Vuitton Suarez
Suarez Gucci Bvlgari Channel Bunberry Ferrari Guess Tommy Hilfiger Zara Giorgio Armani Corte Ingles
BANKS
Pomarada La vinotela Torres Gucci Bvlgari Channel
Carolina Herrera G-Star raw Dolce & Gabbana Mont Blanc Dirk Bikkembergs Jofre Michael Kors Camper Prada Louis Vuitton
Txapela Bunberry
Desigual La coste Boulevard Rosa Guess United Colors of Benneton Zadig 6 Voltaire Tous / Rolex Escada Hugo Boss Carolina Herrera
Txapela Tapa tapa Citrus Ferrari
FOOD
Banco Santander
Guess
La Baguetina Catalana Tommy Hilfiger
Divinus QuQu
21
Zara
Mac Store Bershka Adidas H/M Comedia Theather Diesel Nike Cartier Guess Desigual
Txapela
Giorgio Armani
Corte Ingles
STORES
Banco Popular Bolsa de Barcelona
Comedia Theather
H/M
Bershka Adidas
Mac Store
ATTRACTOR POINTS
urban commercial phenomena Consumer behavior
A
B
Based on the book “Why we Buy” Paco Underhill
A
The shopper still wants selection, convenience and price, all within the context of the satisfying shopping experience, the shopper still wants sales, profits and a cost-effective way to reach new customers. Even if web sites shopping double´s the catalog´s success rate, 80 percent of shopping will continue to be done in the real world.
ATTRACTOR
SHINNING INFORMATION
What Cybershopping can provide that physically retailing can-not:
B
C
D
ATTRACTOR
• Limitless selection: bookstores – no stockroom, stock-boys or stock (except in the abstract) is what makes the huge selection possible.
HISTORICAL - CULTURAL POINTS
ATTRACTOR
Front view shopfront
ATTRACTOR
SENSITIVE COMPONENTS (hearing,smelling, tasting)
NON- ATTRACTOR
C
D
• Convenience: you can shop anywhere there’s an electrical outlet and a phone jack. You can shop at any time of the day. • Speed: You can enter a Web site wherever you want and move through it at your own space. • Information: On-line, limitless amounts of product information and other reading materials can be summoned and then saved.
BANKS Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. New York, United States of America: Simon & Schuster.
22
CITY PROTOCOL STRUCTURE
[Competitiveness]
-Innovative spirit -Entrepreneurship -Economic omage & trademarks -Productivity -Flexibility of labour markets -International embeddedness -Ability to transform
Smart Economy
Environment Infrastructure Public Space
A Information
Water Cycle
Energy
Matter cycle
Nature
B
Mobility
[Social and Human Capital]
-Level of qualification -Affinity to life long learning -Social and ethnic plurality -Flexibility -Creativity -Cosmopolitanism / Open-mindedness -Participation in public life
Smart People
STRUCTURE
Nodes Housing
Industry
Offices
Shopping Secutity
Leisure
Health
Education
Culture
Sports
Administration
Economy
[Participation]
-Participation in decision-making -Public and social services -Transparent governace -Political strategies & perspective
Smart Governance
INFORMATION
Information
[Transport and ICT]
-Local accessibility -(Inter) national accessibility -Availability of ICT-infrastructure -Sustainable, innovative and safe transport system
Smart Mobility
[Natural resources]
-Attractivity of natural conditions -Pollution -Environmental protection -Sustainable resource management
23
Consumers: Instrumented + Interconnected + Intelligent
Government
DIGITAL CITY STRATEGIES INSIDE - OUT FORMAL
-E-Goverment -Gov. 2.0 - Open Data -Enabling regulation -ICT-Led Economy Development -Network Infrastructure
People
DIGITAL SOCIETY INICIATIVES OUTSIDE - IN EMERGENT
-Individuals -Community groups -Universities -NGO´s -Associations
Smart Environment
[Quality of life]
-Cultural facilities -Health conditions -Individual safety -Housing quality -Education facilities -Touristic attractivity -Social cohesion
PEOPLE
RFID
Radio-Frequency Identification
Smart Living Source: CITY PROTOCOL ORG. City Protocol [on line]. [reference date: December 15 2012]. Available on: http://www.cityprotocol.org/
STREET PROTOCOL STRUCTURE
STREET TRANSPORTATION
MOBILITY
COMMERCE
STREET LAYERS
Metro
Bus
Parking meter
Truck
Taxi
Car
Motorcycle Bicycle Pedestrian
Bus station Taxi station Bicing spots
Street/sidewalk Metro station
Tourist
Citizens
QUALITY OF LIFE ENVIRONMENTAL QUALITY
PUBLIC SPACE
Workers
STREET FURNITURES DENSITY
STREET BOUNDARIES
Bench
Pedestrian light
Traffic light
Parking area
Trash can
Co-Production and Development of Public Services + Public Space.
Students
Goverment Stores
Banks
Historical/Cultural
Offices
Residential
Restaurants
24
STREET PROTOCOL - EVALUATION AND MEASUREMENT SYSTEM Description of the tool / Use diagram
a Type of strategy Strategy Name - related with the different category and evaluating classes.
B Classes
Evaluation classes. The main objective itâ&#x20AC;&#x2122;s to achieve to Class A through technology and urban design proposals.
Historical and cultural constructed spaces.
c Indicators
Physical degradation of bounder. Functional degradation of bounder. Lack of recognition by citizens.
Definition
Cultural/ historical boundaries
Class A
-1
50%
-2
75%
-3 -4
Ongoing maintenance and preservation.
25%
1
Well ruled tourism development.
50%
2
Dynamic and multi language information.
75%
Recognition by citizens. Recognized physical and virtual path. ICT integration tools for enhance the site.
25
25%
Class B
Components
Architecture heritage, milestones or landmarks.
Indicates the percentage of assessment according to the obtained score, indicating the class in which the street is located.
100%
Lack of multi language information. Class C
D Calculations
Indicators of the street by analyze. It could be indicators of different classes.
Developed sustainable business. Mutation of uses: spaces for the innovation.
100%
25% 50% 75% 100%
RANGE Make your calculations over your main street. From -4 to 1= Class C From 2 to 9= Class B From 10 to 16= Class A
E RANGE
To show the current situation of the street, and whatâ&#x20AC;&#x2122;s the next class to achieve.
It´s the main grid that works as the platform for all the elements contained in the physical street´s space. The quality of these components will deliver a good function over these elements. Class C
Definition
Street layers Components
Insecurity of the public space. Degradation over the time. Exceeded capacity of the actual infrastructure. Conflict between component´s infrastructure
75%
25% 50%
Conflicts between component´s density.
Sustainable maintenance system. 50/50 public and private spaces. Use of different component levels on the space
Insufficient amount of street furniture. Degradation over the time. Lack of type of components needed by the users.
Definition
Street TRANSPORTATION
Class C
Definition
Components
75% 100%
Class A 25% Bicycle, people, cars, buses, motorcycles, etc.
75%
50% 75%
25%
1
Daily maintenance.
50%
2
ICT´s devices integration.
75%
3
100%
4
25%
2
50%
4
Class C
Energy producer and data collecting furniture. Context responsive furniture. Sufficient amount of furniture.
75%
6
100%
8
Definition
Components
-4
Alternative sources of energy.
25%
1
Domination of public transportation over private.
50%
2
Affordable alternative systems.
75%
3
Use of two modes of transport.
100%
4
25%
2
50%
4
75%
6
100%
8
Unknowledge of consumer´s behaivors. Domination of low profile´s stores. Lack of digital presence of the stores.
Knowledge of consumer´s behaivors. Equal presence between local and global stores.
25% 50% 75% 100% 25% 50%
Class B Digital presence of the stores. Class A
Fashion stores, gadgets stores, bars and restaurants.
-2 -3
Lack of sensations and enterteinment.
Street COMMERCE
-1
50% 75%
Use multiple modes of transport.
Main bounder and constructed space. It’s the main bounder because of the commercial vocation of the street.
25%
25%
100%
Use of just one mode of transport.
ICT integrated devices on vehicles.
100%
Well located street furniture.
Interconnected and smart furniture.
Low availability of public transportation systems.
Public and sharing transportation systems.
Class B
Class A
Domination of private vehicles over public.
Sustainable, innovative and safe transportation.
50%
-4
Furniture integrated within the context.
Oil based main systems.
Class B
4
100%
Lack of visual coherence.
Traveling vehicles that exist on the street. The street transportation also include the transport´s mode, that currently its only by road but it could be by air, cable or/ and pipeline. Class C
Daily maintenance.
Digital monitoring security system.
Objects and pieces of equipment installed on streets and roads for various purposes.
Bench, pedestrian light, street light, trash can, traffic signs, public lavatories, public art, fountains, paving stone, historical street furniture, ICT furniture.
-2
100%
Secure public spaces.
60/40 public and private spaces.
parking area, bus stops and roads, vehicles roads, bicing roads, metro stations, public spaces, private spaces and semi public spaces.
Components
50%
Class B
Class A
Street furniture
25%
Stores working on enterteintment.
75% 100%
4
Side viewer´s window stores systems.
25%
2
Spaces that promote the entrepreneurship.
50%
4
75%
6
100%
8
Commercial poles and space mutation. ICT tools for: Search, buy and purchase a product in the physical space
26
Complementary constructed spaces.
Conflicts between uses. Boundaries near from contamination sources. Lack of services. Lack of public uses for social cohesion. Class C
Definition
Complementary boundaries
Components
-1
50%
Lack of recognition by citizens.
75%
1
Individual safety.
50%
2
Increaseable quality of life. Public safety. Social cohesion through ITC common tools. Public spaces and uses for social cohesion.
75%
3
100%
4
Class C
Definition
CULTURAL | HISTORICAL boundaries
Components
2
75% 100%
-3 -4
Ongoing maintenance and preservation.
25%
1
Well ruled tourism development.
50%
2
Dynamic and multi language information. Recognition by citizens.
ICT integration to enhance the site. Architecture heritage, milestones or landmarks.
-2
75%
Recognized physical and virtual path.
50%
-1
50%
Class B
Class A 25%
25%
100%
Lack of multi language information.
25%
Private spaces for social cohesion.
Physical degradation of boundary.
100%
Housigin quality.
Basics services near from boundaries.
Historical and cultural constructed spaces.
Functional degradation of boundary.
Class B
Class A
Baks, residences, services.
25%
Developed sustainable business. Mutation of uses: spaces for innovation.
75%
3
100%
4
25%
2
50%
4
75%
6
100%
8
RANGE Make your calculations over your main street. From -4 to 1= Class C From 2 to 9= Class B From 10 to 16= Class A
27
-Fix conflict between component of the infrastructure. 2025 -Sustainable maintenance system. 2050
Class C Street layers Street transportation Street furniture Street commerce Street cultural/ historical boundaries Complementary boundaries
Class B
Class A
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
-Digital monitoring security system. 2025 -Use of alternative sources of energy. -Public and sharing transportation systems. 2050 -ICT integrated devices on vehicles. -Sustainable, innovative and safe transportation (private included). 2025 -ICT´s devices integration. -Furniture integrated within the context. -Fix the visual coherence and add the necesary type of components. 2050 -Context responsive furniture. -Energy producer and data collecting furniture.
Class A Main Street
2025 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
2050 -ICT tools for: Search, buy and purchase a product in the physical space. -Side viewer´s window store systems. 2025 -Dynamic, multi language and enhanced historic information. -Assign spaces for innovation and entrepreneurship. 2050 2025 -Dynamic, multi language and enhanced historic information. -Assign spaces for innovation and entrepreneurship. 2050
28
Xavier TrĂas
29
30
31
32
33
34
35
Passeig de Grácia Street
Jury Board:
Manuel Gausa (IAAC Dean)
Juan Blanco
Tutors:
(CISCO Development Director)
Areti Markopoulou
Alex Ivancic
(MAA Master Program Director)
(Energy System Expert)
Rodrigo Rubio
Nacho López Alonso
Tomas Diez
Jordi Pages + Lluis Viu
(IAAC Project Manager)
(Laguna Architects)
(FabLab BCN Director)
Maite Bravo (IAAC Faculty)
Pablo Ros (IAAC Faculty)
(Max de Cusa Arquitectes)
bcnmainstreet@gmail.com www.bcnmainstreet.com
Luís Fraguada
(IAAC Computational Expert)
Vicente Guallart
(Chief Architect of Barcelona City Hall)