S T A N C O
R O M A N A
“ I m a g i n a t i o n i s
t h e b e g i n n i n g o f
c r e a t i o n .
Y o u i m a g i n e w h a t
y o u d e s i r e , y o u
w i l l w h a t y o u
i m a g i n e , a n d a t
l a s t , y o u c r e a t e
w h a t y o u w i l l . ”
― G e o r g e B e r n a r d S h a w
H i ! I a m R o m a n a .
I a m a h u m a n g e o g r a p h e r a n d d e s i g n s t r a t e g i s t M u l t i - p a s s i o n a t e a n d a l w a y s f u l l o f i d e a s .
M y a i m i s t o c r e a t e p l a c e s a n d p r o d u c t s t h a t a d d t o p e o p l e s ' w e l l b e i n g M y m o d e o f o p e r a t i o n i s t o d o r e s e a r c h a n d a n a l y s e , b u t I l e a r n t h r o u g h e x p e r i e n c e . I g i v e t h i n g s a g o , a n d i n t h e e n d d e c i d e w h a t i s t h e b e s t o u t c o m e b a s e d o n t h e d a t a a n a l y s i s a n d e x p e r i e n c e g a i n e d f r o m p r a c t i s e . T h i s p o r t f o l i o s h o w s o n e o f t h e p r o j e c t s I a m v e r y p a s s i o n a t e a b o u t ; t h e c o n c e p t d e v e l o p m e n t f o r u n d e r g r o u n d t u n n e l s i n J o h a n n e s b u r g . I t g a v e m e t h e o p p o r t u n i t y t o w o r k o n a p r o j e c t i n a d i f f e r e n t c o u n t r y w i t h c o m p l e t e l y d i f f e r e n t i s s u e s c o n c e r n i n g e g s a f e t y a n d i n c l u s i v i t y O n t o p o f t h a t I a d d e d a n i d e a t i o n p r o j e c t t o s h o w m y p r o c e s s . H o w e v e r , I h a v e d o n e m a n y m o r e p r o j e c t s i n r e t a i l , h o s p i t a l i t y a n d w o r k p l a c e d e s i g n a n d b r a n d s t r a t e g y . M y s t r a t e g i c a p p r o a c h i s f a i r l y s i m i l a r o r , i t l e a n s a b i t m o r e t o w a r d s d e s i g n i n g m y s e l f .
E n j o y t h e r e a d !
I n s p i r i n g o t h e r s t o i m a g i n e w h a t p l a c e s o r p r o d u c t s c o u l d
b e , t o g i v e a p r o j e c t w i n g s s o i t c a n t r u l y t a k e o f f a n d
b e c o m e r e a l i t y .
T r a n s l a t i n g i d e a s t o t a n g i b l e o u t c o m e s s o y o u f e e l , y e s , I
c a n t o t a l l y s e e m y s e l f u s i n g t h i s p r o d u c t o r g o i n g t o t h a t p l a c e . O r w h e r e t h e c l i e n t s a y s , l e t ' s g e t a h e a d w i t h t h i s p r o p o s a l b e c a u s e n o w I c a n s e e w h a t i t c o u l d d e l i v e r .
E m p a t h i s e w i t h t h e e n d - u s e r s o t h a t t h e y w i l l b u y t h e
p r o d u c t o r v i s i t t h e p l a c e .
D e f i n e d e c o n c e p t a n d m a k e i t t a n g i b l e f o r t h e d e s i g n
t e a m .
A d d s t r u c t u r e t o a p r o j e c t a n d a g o o d d o s e o f r e a l i s m a s w e l l .
T r a n s l a t i n g b r a n d m i s s i o n a n d v i s i o n t o a p r o d u c t w h i l s t
a c t i n g l i k e a c o n c e p t g u a r d i a n
How can we create pleasant, stimulating environments that support well being? How can we take care of our environment now and in the future?
How can brands add to the feeling of belonging? How can they, or spaces stimulate connections between people?
How can brands help to create satisfying relationships and coping mechanisms? How can we create more empathy?
How can we stimulate people to expand their knowledge, engage in critical thinking and value e g intuition as knowledge?
How can brands, spaces, or products help people get in better physical shape?
How can companies create the workplace of the future, what is the meaning of work? How can companies help people thrive?
How can we improve economic development? Not only our own, but also of the world around us?
How can brands add meaning and purpose? What is the meaning and purpose of a brand?
PEOPLE IN THE CONTEXT OF THEIR ENVIRONMENT
The questions I ask myself to enhance the holistic well being of people
After doing research, it’s time to put things together and understand their meaning What do we know so far and what is still missing? What are patterns and recurring themes? What topics do we need to further explore during a brainstorm?
Each project starts with research on zeitgeist, trends, target groups, location, competitors and brand values and standards. This can be desk research, but also by doing more qualitative research such as interviews with target groups and client.
The result is a strategy outlining the brand mission, vision, target groups, required services and functions & customer journey with touch points. In case of a spatial design this would be included in a zoning plan. The brand concept and story can be visualised in moodboards catching the atmosphere and experience
Then its time to generate ideas during a brainstorm to start developing the base of the concept. Focus hereby is the user. What are the needs of the user, where do we see opportunities, which solutions can we think of? But also, what are obstacles that we see and which factors can influence the succes rate?
After the brainstorm it is time to make a selection of ideas What can we implement now and what will be postponed to later on? Which ideas are most aligned with the brand values and financial goals? Which services and functions are a must? What are the timelines and deliverables?
The underground tunnels are located in the city center of Johannesburg. They used to function as post tunnels between the main train station and the post office, but they are now abandoned
Within the area, there are a lot of developments to improve the safety and liveability of the city center.
Pedestrians aren't included in the infrastructure, so it is unsafe to walk around and difficult to cross roads.
Sandton, North of the city center is the newly developed suburb where people live, as the city center is struck by poverty and negligence. In other words, the area isn't exactly a place many people will visit Which is a pity given the architecture showing the rich heritage of Johannesburg as the city of gold.
The key drivers in the area are students cultural entrepreneurs and the fact that there is a mass transit hub right above the tunnels
Students set the value and aspiration of city life & will be the future consumer base for the entrepreneurs in the area Cultural entrepreneurs have the vision to see where the city goes next and the mass transit hub has the capability to strengthen the connections between places on different scale levels
The main priorities are connecting places by lifting spatial barriers, improving the walkability of the area by expanding the pedestrian network, improving the experience by improving the quality and safety by adding green, creating clear and confined spaces by means of landmarks icons and adding vibrancy at eye level. Expanding the network of public realm by adding confined green spaces and walkways and provide shading and seating.
PARK STATION
JITI
MAIN POST OFFICE
DE VILLIERS
Lifting barriers by forming a bridge between Newtown and CBD
Connecting transport hubs to ease commuting between areas
A safe space to commute from one transport hub to another
A destination might be a bridge too far
Add an experience for travellers a place to dwell when waiting for your train or bus, meanwhile learning something about the history of the place to kill time
Changing functions per time of day
(e g tours or sports at night
Experiencing a safe atmosphere
Johannesburg is the greenest city of SA
Connecting green spaces adding green lungs to the city
Creating healthy environments, not only by cleaning air but also biophilic design
Connecting people with nature even when they are underground
How can the tunnels contribute to a better now and future of the area? What can we start with now to create momentum and what is a more long term solution?
Placemaking can be initiated by the key drivers in the area such as students and entrepreneurs
What are the potential new usergroups and what are user groups that are already in the area and what do they need?
CUSTOMER JOURNEY: SAFE ROUTE,
EXPERIENCE ROUTE, QUICK ROUTE
MOODBOARD PER ZONE (EXAMPLE) WALKWAYS
"
H O W C A N W E
L O O K B A C K I N 5
Y E A R S T I M E A N D
S A Y , T H I S I S
W H E R E W E
C H A N G E D T H E
&
How can we make sure that customers and employees of HMSHost consume more responsibly without having to substitute an enjoyable and efficient experience? What are easy and quick implementations and which solutions are more long term ones?
We organised workshops with pioneers in the fields of waste food & production design & construction to define the new sustainability standard for 2025. Not only on Schiphol airport but also for HMShost as a company itself. We started with the why of the new sustainability goals during the first round of sessions, the second round of sessions were all about what type of goals we could define. In the last round of sessions we explored how we could achieve those goals.
The result was published in a book showing the solutions per topic and sub topics.
ONE GOAL, 6 PIONEERS, 6 SESSIONS, 18
PARTICIPANTS, 56 HOURS, 60M OF PAPER, 426 POST-ITS, IDEAS UNLIMITED
