Madrid to 15 km per hour ARCHIPRIX

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

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OUTDOOR DESIGN DUE TO STUDIO

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TASKs

PRESENTATIONS & CONSULTANCY

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Calle Salustiano Olózaga, 14

PODUCTION

MADRID TOUR

BIKE MOCK UPS

CAIXA FORUM 15 30 h Paseo del Prado, 36

DESIGN STUDIO WORKING

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DESIGN STUDIO WORKING

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MEDIA LAB PRADO OJO al DATA 16 30 h

DESIGN STUDIO

Paseo del Prado, 36

CAMPO DE LA CEBADA 17 30 h

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12 30 h / 15 30H CLOSED

WALKING

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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

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PATIO PABELLÓN NUEVO

B1

EXHIBITION SPACE

C1

CINE CALLAO

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WORKSPACE

B2

LECTURE HALL

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RESTAURANT

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AULA MAGNA

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LECTURE ROOM

MANIFESTO

PRODUCTION

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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

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GREEN WORKSHOP RING field trip BIKE

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WORKSHOP

WORKSHOP B2

ARCHIPRIX SPAIN

A4

11 00 h / 14 00H

Calle Salustiano Olózaga, 14

DESIGN STUDIO

EXPERTS PRESENTATIONS & CONSULTANCY

ROUND TABLE

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PODUCTION

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WALKING NATIONAL MUSEUM REINA SOFIA

15:30 - 19:00 h

Calle de Santa Isabel, 52

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DESIGN STUDIO WORKSHOP

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MAKING OF ARCHIPRIX EXPO B1

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AWARDS CEREMONY B1

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ARCHIPRIX EXPO OPENING

ARCHIPRIX

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BIKE MOCK UPS ROUND TABLE

WORKSHOP

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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.