MASTER IN ADVANCED ARCHITECTUREIntroductory Design Studio: Smart Public Space

FINAL PRESENTATION 18/12/12

Group 02 - Passeig de Grácia StreetGarita / Chamma / Valenzuela

INDEX1234567891011121314151617181920212223242526272829303132333435

Passeig de Grácia Street - Barcelona, Spain | BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES. Conceptual Photo from Passeig de Grácia Street “Casa Batlló Building”.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 pointsDensity - Case of study.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).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.Attractor Points.Consumer Behavior.CITY PROTOCOL STRUCTURE.STREET PROTOCOL STRUCTURE.STREET PROTOCOL - EVALUATION AND MEASUREMENT SYSTEM.

Scenario 1Scenario 2Scenario 3Scenario 4Scenario 5Scenario 6Scenario 7

P A S S E I G D E G R Á C I A S T R E E T / B a r c e l o n a , S p a i n

BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES

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/

CommerceDensity

Mobility

Smar

t Public Space

0101

0202

Power and responsibility as cities take center stage

.

Figure 01.

Percentage of total population linving in cities1990 - 2050 forecast

Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.

Developed countries

80%88%

73%

51%

67%

35%

Developing countries

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<

>Cities are based on a number of core systems<

A vision of smarter cities

Figure 02.

The Top 10 Smart Cities On The Planet

Figure 03.

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

EIXAMPLE

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.

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.

19902020 Forecast2050 Forecast

Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.

Source: IBM (2009). A vision of smarter cities. United States of America: IBM Corporation.image source: Google Earth03

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.

Business and mobile investmentSmarter cities make their systems: INSTRUMENTED + INTERCONNECTED + INTELLIGENT

. 36

Cities are based on a number of different systems central to their operation and development.

Cities are based on a number of core systems

A vision of smarter citiesHow smart is your city... YOUR STREET ? How smart COULD passeig de gracia BE ?

JARDINS DE SELVADOR ESPRIU

PLACA DE CATALUNYA

BLUR CONNECTION CONCEPTby RFID: Radio-frequency identification.

Unparalleled data-gathering possibilities: numberof RFID tags in use, billions, 2005 and 2010

1.3

2005 2010

33

+2500%

Source: “Esplosive Growth Projected in Next Five Years RFID Tags.” In-Stat.2008

Local Server

LOCAL SOFTWAREAND INFRAESTRUCTUREREADERS / TAGS / DEVICES

ENTERPRISE INTEGRATION

EnterpriseResourcePlaning

SupplyChainManagement

City ServiceBusiness

Transport

Communication Water

Citizens

Energy

CITY STRATEGYCITY GOVERNANCE

City Operations SystemsCity User SystemsCity Infraestructure

Figure 04.

Source: A vision of smarter cities: How cities can lead the way into a prosperous and sustainable future.” IBM Institute for Business Value. June 2009.

More than 33 billion RFID tags will be active 2010 – five for every inhabitant of the planet.

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.

Interconnection creates links among data, systemsand people in ways not previously possible.

Cities systems and their interrelationship within the larger framework of the city’s strategy and governance.

Source: IBM Center for Economic Development analysis

Figure 05.

Figure 06.

Interconnection:means that different parts of a core system can be joined and “speak” to each other, turning data into information.

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 digital age, for every human being.

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.

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

04

Digital-society:

Outside-in EMERGENT / initiatives Stimulate self-help and co-production behaviors in the community, strengthen social capital, and engender digital

inclusion created by individuals, community groups, NGOs, universities, and start-ups, often using low-cost and publicly available ICT platforms and solutions.

community service interfaces

community service interfaces

volunteering networks

personal support netwoks

seniors peer support,collective action forums

support networks,collective action forums

urban action forums,carpooling networks

social innovation incubatorsdigital divide programs

social network, platforms

hyper-local websites

Social capital and digital inclusionInfrastructure, service and anablers

Digital-city:

Inside-out formal / strategies new ways for public authorities and developers to architect and build more efficient infrastructure and services funded and administered by government agencies, metropolitan authori-ties, utilities, and industry.

Source: HODGKINSON, Steve OVUM (2011). Is Your City Smart Enough?. London, United Kingdom: OVUM.

Network Infrastructure

E-goverment

Enabling regulation

Digitally enabledtransportDigitally enabled

healthcareDigitally enabledconstruction

Gov. 2.0 &open data

ICT-led economicdevelopment

Digitally enabledgrids & utilities

Digitally enabled urban planning Co-production

ofPublic Services

05

06

?

...1800...01.

...1854...02.

A.COMUNICATION EDGE

CITY

GRACIAB.EXAMPLE GROWTH

GRACIA

CITY

C.PREASSURE TOWARDS THE CENTER

GRACIA

CITY

URBAN EVOLUTION OF A COMPACT CITYTIMELINE TOPOLOGICAL CHANGE OF a EDGE INFLECTION POINTS

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

The historical city was enclosed within theperimeter walls of medieval origin, preventinggrowth and causing that were born aroundscattered on the plain, a series of villages.

The campaign for the demolition of the wallsbegan in 1854 while they summoned a contest to draw and distribute the new growth of the city towards the nearest populations.

...1859...-

.

03.Binding of the historic center with these popu-lations, defined in the draft l'Eixample, 1859, this consisted of urbanization Barcelona plane with a network of streets parallel and perpen-dicular to each other that defined blocks of houses. (Ildefons Cerdà urban planing)

...1860...04.

PASSEIG DE GRÁCIA

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.

The Passeig de Gràcia was opened 1827 andworked as a communication route between the city and the nearby town of Gràcia, functioning primarily as a communication edge.

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.

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.

07

FAR

4.70

93DU/AC

230DU/AC

145POP/Ac

359POP/Ac

TYPICAL BLOCK - EIXAMPLESPAIN > BARCELONA > TYPICAL BLOCK - EIXAMPLE

LAND AREASCALE

DENSITY CASE OF STUDY

MEASUREMENT UNITSMEASURED

AGAINST

FLOR AREA RATIO(FAR)

DWELLING UNITS(DU)

POPULATION(POP)

ABLOCK OR

DEVELOPMENT PARCEL

LAND AREA

BNEIGHBORHOOD

CDISTRICT

D / ECITY / REGION

SITE ESPECIFICATIONSINCOME GROUP: MIXED

BASIC PROJECT STATISTICSGROSS BUILDING AREA:57440

SITE AREA:123000sqm

Source: MIT FACULTY. Density Atlas [on line]. United States of America and China [reference date: December 13 2012]. Available on: http://densityatlas.org/measuring/

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).DistrictPopulation density 2010

BARCELONA

1. Ciutat Vella 2. Eixample3. Sants-Montjuïc4. Les Corts5. Sarrià-Sant Gervasi6. Gràcia7. Horta-Guinardó8. Nou Barris9. Sant Andreu 10. Sant Martí

Population

1.582.738

106.722 262.044176.08083.627 139.506119.216170.263166.627140.850217.803

Area Km2

101,0

4,5 7,5 21,36,0 20,14,212,08,06,6 10,8

Density Hab./km2

15.677

23.746 35.1058.24813.8976.94328.47814.24120.72821.45820.174

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.

08

09

STREET DIMENSION

Void area: 153 512 m2 / 3 070 240 m3 aprox.

Width of the street From Bldg to Bldg: 65m.From Border to Border: 40m.

Width 65M

Length 1,780M

PUBLIC SPACES

Public Space: 24,962 m2 :: 16% from the street voidlike a BREATH POINTS

Jardins deSelvador Espriu

Jardins delPalau Robert

Placa deCatalunya

Gran Via De LesCorts Catalanes

DiagonalAvenue

CROSSING AVENUES CROSSING STREETS

7 in

ters

ectio

n p

oint

s

ROUNDED POINTS

Placa de Joan Carlos I

Placa de Grácia

10

SKYLINE SECTION A-A / PERSPECTIVE28 BLOCKS

B20

B19

B18

B17

B16

B14

B13

B12

B11

B10

B09

B08

B07

B06

B05

B04

B03

B02B01

B15

B21

B22

B24

B25

B27

B28

B26

B23

SECTOR B

SECTOR A

SECTOR C

Placa deCatalunya Space

Street Space

Inner Space

Jardins de Palau RobertSpace

Buildings SkylinePerspective

A

A

11

mobility section Passeig de Gracia STREET

P

P

Commercial/ Residential block

Low density construction

12

Mobility Mapping Smart mobility strategies

Manuel Gausa

1st. Changing of Mobility sYStems

2nd. Transfers mobility grids.

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.

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.

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.

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/

¨Multiscale transference´s devices”

Underground parking lots

512 slots706 slots

x slots

19 Parking Spots. 11,400 motorcycles per day

Transportation´s path: 12 minutes (from point A to B)

22,800 vehicules per day Pedestrian´s path: 75 minutes (from point A to B)

26,500 persons per day

9 Bicing! Stops.

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/13

Percentage of instrumented consumers BY country and Taxes opertAtions made in Barcelona

2010 2011

BrazilIsraelE.E.U.U

ChinaSingapur

Rusia 973131

47199

336116

28699

28362

21260

Emerging Economy Mature Economy

BrazilChileChinaMexico

Columbia

U.KE.E.U.UAustralia

Argentina

68%62%62%60%

58%

48%43%40%

52%

ItalyCanada

Germany

France

40%38%

35%

30%

Increase of Instrumented costumers

InstrumentedOne technology

No technology

20% 14%

44%

36% 49%

37%30%

63%

2009 2010 2011

25%

71%

2012

4.8%-Nordic Countries7.1%-Italy

12.9%-Germany

13.8%-France

22.9%-U.K

40%-Rest of the world

60% spend in Passeig de Gracia

( 20 millions of Euros a year aprox)

Xavier Trías

Percentage of expenses made in Spain on a year by Nationality

TV/ radio/ billboardRetailer storeFriends/ familyMobile applicationsSocial mediasOnline streamingE-mailSearch engineMagazines

Retailer web siteShopping portal

Greatest influences during product awareness and research

Retailer controlled

Consumer controlled

Why consumers buy? (or not)

“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...”

- 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.

- People move to the right naturally, Spaces must be designed with these parameters.

- Window stores are just for front viewers. (No naturally while you are in movement).

- Almost all unplanned buying is a result of TOUCHING, HEARING, SMELLING or TASTING something on the premises of a store.

- Important factors: Waiting time for paying, shopper-employee contacts, effective signs.

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/

Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. New York, United States of America: Simon & Schuster.

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: 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

14

108 locals in Passeig the Gracia

13 restaurants with outdoor service.

16 Banks or financial services(pedestrian speed accelerators)

WIFI Points

45 locals with app´s presence,63 locals without app´s presence

16 shops in Top 10 Award for the best shop windows 2002-0939. 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.

Commercial Mapping

03.

51

28

3962

53

35

37

6419

4934

20

27

46

06.

01.

02.

03.

04.

05.

06.

01. 02. 04. 05.

15

1st. A.R Commerce 1st. SIGNS AND WINDOWS FOR HUMANS! [NOT JUST FRONT VIEWERS]

2ND. PG APP [IOS / ANDROID]

Smart commerce strategies Smart commerce strategiesPhysical commerce strategies

.

! ! !

¨...The smart store is designedin accordance with how we walk and where we look...”

Paco Underhill

stop!

Knowledge system

build enviroment

business system

finan

ce s

yste

m

Source: ANDÚJAR, J. M. (2011). Augmented reality for the improvement of remote laboratories: An augmented remote laboratory.

Source: CAMBRIDGE UNIVERSITY. Reports [on line]. Cambridge, United Kingdom [reference date: December 13 2012]. Available on: http://www.landecon.cam.ac.uk/

Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. New York, United States of America: Simon & Schuster.

Source: CIRCUITS TODAY. Augmented Reality (AR) Technology [on line]. [reference date: December 13 2012]. Available on: http://www.circuitstoday.com/augmented-reality-technology

Augmented reality (AR) is a live direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

... 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.

In order to turn shoppers into buyers, it´s necessary to generate over them some pleasure and entertainment.

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.

Passeig de Grácia app which concentrates all the specific information for touring, shopping, eating and other kind of services that this place contains.

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.

a dynamic meta toolThat can deliver information

to the smart consumer

2ND. Senses design [NOT JUST VIEWERS]

3ND. BCN designers spots / smart innovation system

4TH. SPEED BUMPS!

16

17

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/

World’s Finest Streets / Inter-national NetworkingA central part of PPS’s work is helping communi-ties 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.

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 Boulevards:

B1. Boulevard Saint Laurent Montreal, CanadaB2. Avenida de Mayo Buenos Aires, ArgentinaP3. Passeig De Gracia Barcelona, SpainB4. Kungsportsavenyn Göteborg, SwedenB5. Peace Boulevard Hiroshima, Japan

More Great Commercial Streets

C1. Camden High Road London, EnglandC2. Devon Street Chicago, IL, USAC3. Venice Beach Venice , CA, USAC4. Elmwood Avenue District Buffalo, NY, USAC5. St. Mark's Place New York, NY, USA

More Great Iconic Streets:

I1.Las Ramblas Barcelona, SpainI2. Psirri Athens, GreeceP3. Passeig De Gracia Barcelona, SpainI4. Las Vegas Boulevard/The Strip Las Vegas, NV, USAI5. Champs-Elysees Paris, France

More Great Main Streets:

M1. State Street Madison, Wisconsin M2. West Main Street, Sackets Harbor Sackets Harbor, NY, USAM3. Alleg Street Borås, SwedenM4. Sainte-Catherine Street Montreal, QC, CanadaM5. Art Street Taichung County, Taiwan

C1

C2C4

B2

B5I2

I4

I5M1

M5

C3

P3I1

B1M4

C5M2

B4M3

PASSEIG DE GRÁCIA AS A MAIN & COMMERCIAL

INTERNATIONAL LANDMARK18

19

commercial phenomena

understanding consumer behavior

BETWEEN URBAN SPACE AND CITIZENS ACTIVITIES

Mobility

density

It´s not a problem about quantity density, it’s a problem about quality density. A balanced commercial mobility distribution.

20

21

ATTRACTOR POINTS

STORES FOOD BANKS HISTORICAL

Mac

Sto

reB

ersh

kaA

dida

sH

/M

Com

edia

The

athe

r

Die

sel

Nik

e

Car

tier

Gue

ss

La c

oste

Bou

leva

rd R

osa

Gue

ss

Uni

ted

Col

ors

of B

enne

ton

Zadi

g 6

Volta

ire

Tous

/ R

olex

Esc

ada

Hug

o B

oss

Car

olin

a H

erre

ra

G-S

tar r

aw

Dol

ce &

Gab

bana

Mon

t Bla

nc

Dirk

Bik

kem

berg

s

Des

igua

l

Zara

Tomm

y Hilfiger

Guess

Ferrari

Bunberry

Channel

Bvlgari

Gucci

Suarez

Louis Vuitton

Prada

Cam

per

Michael K

ors

Jofre

Corte Ingles

Giorgio A

rmani

Mac StoreBershkaAdidasH/MComedia TheatherDieselNikeCartierGuessDesigual

DesigualLa costeBoulevard RosaGuessUnited Colors of BennetonZadig 6 VoltaireTous / RolexEscadaHugo BossCarolina Herrera

Carolina HerreraG-Star rawDolce & GabbanaMont BlancDirk BikkembergsJofreMichael KorsCamperPradaLouis Vuitton

SuarezGucciBvlgariChannelBunberryFerrariGuessTommy HilfigerZaraGiorgio ArmaniCorte Ingles

La V

aca

Pac

a

Bro

w

Teno

rio B

rase

rria

Bar

Tap

as

Sam

baIm

agin

ariu

m

Par

co

Txapela

QuQ

uD

ivinus

La Baguetina C

atalana

Citrus

Tapa tapaTxapela

Txapela

La vinotela TorresP

omarada

La Baguetina C

atalana

La Vaca PacaBrowTenorio BraserriaBar TapasSambaImaginariumParcoLa Baguetina CatalanaPomaradaLa vinotela Torres

TxapelaTapa tapaCitrusDivinusQuQu

Ban

co P

opul

ar

Ade

las

Seg

uro

La C

aixa

Cas

a M

adrid

Deu

tsch

e

Cai

xaTe

resa

Bol

sa d

e B

arce

lona

La C

aixa

Banco S

antander

BA

NIF

BB

VA

Catalunya C

aixa

Santander

BB

KB

ancajaS

abadell Atlántico

La Caixa

Banco PopularBolsa de BarcelonaLa CaixaAdelas Seguro La CaixaCasa MadridDeutscheCaixaTeresaSabadell AtlánticoBancajaBBK

SantanderCatalunya CaixaBBVABANIFBanco Santander

La Pedrera

Cas

a Jo

sefin

a / B

arqu

és J

oyer

íaC

asa

Bat

ló

Casa Josefina / Barqués JoyeríaCasa BatlóLa Pedrera

22

The shopper still wants selection, conve-nience 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.

What Cybershopping can provide that physically retailing can-not:

• Limitless selection: bookstores – no stockroom, stock-boys or stock (except in the abstract) is what makes the huge selection possible.

• 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.

Source: UNDERHILL, Paco (1999). Why we buy, the science of shopping. New York, United States of America: Simon & Schuster.

urban commercial phenomenaConsumer behavior

ATTRACTOR

Front view shopfront

ATTRACTOR

HISTORICAL - CULTURAL POINTS

ATTRACTOR

SHINNING INFORMATION

ATTRACTOR

SENSITIVE COMPONENTS (hearing,smelling, tasting)

NON- ATTRACTOR

BANKS

Based on the book “Why we Buy”Paco Underhill

A

B

C

D

B

C

A

D

Source: CITY PROTOCOL ORG. City Protocol [on line]. [reference date: December 15 2012]. Available on: http://www.cityprotocol.org/

STRUCTURE

INFORMATION

PEOPLE

Nodes

EnvironmentInfrastructurePublic Space Information Water Cycle Energy Matter cycle

A B

MobilityNature

Housing ShoppingIndustry EconomyOffices Leisure Health Education CultureSecutity Sports Administration

InformationConsumers:Instrumented +Interconnected +IntelligentRFID

Radio-Frequency Identification

People

GovernmentDIGITAL CITY STRATEGIESINSIDE - OUT FORMAL

-E-Goverment-Gov. 2.0 - Open Data-Enabling regulation-ICT-Led Economy Development-Network Infrastructure

-Individuals-Community groups-Universities-NGO´s-Associations

DIGITAL SOCIETY INICIATIVESOUTSIDE - IN EMERGENT

CITY PROTOCOL STRUCTURE

Smart Economy

[Competitiveness]-Innovative spirit

-Entrepreneurship-Economic omage & trademarks

-Productivity-Flexibility of labour markets

-International embeddedness-Ability to transform

Smart People

[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 Governance

[Participation]-Participation in decision-making

-Public and social services-Transparent governace

-Political strategies & perspective

Smart Mobility

[Transport and ICT]-Local accessibility

-(Inter) national accessibility-Availability of ICT-infrastructure

-Sustainable, innovative and safetransport system

Smart Environment

[Natural resources]-Attractivity of natural conditions

-Pollution-Environmental protection

-Sustainable resource management

Smart Living

[Quality of life]-Cultural facilities

-Health conditions-Individual safety-Housing quality

-Education facilities-Touristic attractivity

-Social cohesion

23

24

Co-Production and Development of Public Services

+ Public Space.

ENVIRONMENTAL QUALITY

QUALITY OF LIFE

Metro BicycleBus CarTaxiTruck Motorcycle Pedestrian

Parking meter Bus station Taxi station Bicing spots Metro stationStreet/sidewalk

Bench Pedestrian light Traffic light Trash canParking area

Stores Banks Historical/Cultural Offices Residential Restaurants

Tourist

Citizens

Workers

Students

Goverment

PUBLIC SPACECOMMERCE

DENSITY

MOBILITY

STREETTRANSPORTATION

STREET LAYERS

STREETFURNITURES

STREETBOUNDARIES

STREET PROTOCOL STRUCTURE

Class

Class Cultural/ historicalboundaries

Class A

B

C

Definition

Components

Physical degradation of bounder.

Functional degradation of bounder.

Lack of recognition by citizens.

Lack of multi language information.

Ongoing maintenance and preservation.

Well ruled tourism development.

Dynamic and multi language information.

Recognition by citizens.

Recognized physical and virtual path.

ICT integration tools for enhance the site.

Developed sustainable business.

Mutation of uses: spaces for the innovation.

Historical and cultural constructed spaces.

Architecture heritage, milestones or landmarks.

RANGE

From -4 to 1= Class CFrom 2 to 9= Class BFrom 10 to 16= Class A

Make your calculations over your main street.

Type of strategy ClassesStrategy Name - related with the different category and evaluating classes.

Evaluation classes. The main objective it’s to achieve to Class A through technology and urban design proposals.

a B c IndicatorsIndicators of the street by analyze. It could be indicators of different classes.

D CalculationsIndicates the percentage of assessment according to the obtained score, indicating the class in which the street is located.

E RANGETo show the current situation of the street, and what’s the next class to achieve.

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-4-3

-2-1

2 1

STREET PROTOCOL - EVALUATION AND MEASUREMENT SYSTEMDescription of the tool / Use diagram

25

26

Street layersDefinition

Components

Insecurity of the public space.

Degradation over the time.

Exceeded capacity of the actual infrastructure.

Conflict between component´s infrastructure

Secure public spaces.

Daily maintenance.

60/40 public and private spaces.

Conflicts between component´s density.

Digital monitoring security system.

Sustainable maintenance system.

50/50 public and private spaces.

Use of different component levels on the space

Class

Class

Class A

B

C

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.

parking area, bus stops and roads, vehicles roads, bicing roads, metro stations, public spaces, private spaces and semi public spaces.

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-2

4

Street furnitureDefinition

Components

Class

Class

Class A

B

C

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.

Insufficient amount of street furniture.

Degradation over the time.

Lack of type of components needed by the users.

Lack of visual coherence.

Well located street furniture.

Daily maintenance.

ICT´s devices integration.

Furniture integrated within the context.

Interconnected and smart furniture.

Energy producer and data collecting furniture.

Context responsive furniture.

Sufficient amount of furniture.

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-4

4 3

2 1

6 8

4 2

Street COMMERCEDefinition

Components

Class

Class

Class A

B

C

Main bounder and constructed space. It’s the main bounder because of the commercial vocation of the street.

Fashion stores, gadgets stores, bars and restaurants.

Unknowledge of consumer´s behaivors.

Domination of low profile´s stores.

Lack of digital presence of the stores.

Lack of sensations and enterteinment.

Knowledge of consumer´s behaivors.

Equal presence between local and global stores.

Digital presence of the stores.

Stores working on enterteintment.

Side viewer´s window stores systems.

Spaces that promote the entrepreneurship.

Commercial poles and space mutation.

ICT tools for: Search, buy and purchase a product in the physical space

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

4

6 8

4 2

Street TRANSPORTATIONDefinition

Components

Class

Class

Class A

B

C

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.

Bicycle, people, cars, buses, motorcycles, etc.

Oil based main systems.

Domination of private vehicles over public.

Low availability of public transportation systems.

Use of just one mode of transport.

Alternative sources of energy.

Domination of public transportation over private.

Affordable alternative systems.

Use of two modes of transport.

Sustainable, innovative and safe transportation.

Public and sharing transportation systems.

ICT integrated devices on vehicles.

Use multiple modes of transport.

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-4-3

-2-1

4 3

2 1

6 8

4 2

27

Definition

Components

Class

Class

Class A

B

C

Historical and cultural constructed spaces.

or landmarks. Architecture heritage, milestones

CULTURAL | HISTORICALboundaries

Ongoing maintenance and preservation.

Well ruled tourism development.

Dynamic and multi language information.

Recognition by citizens.

Recognized physical and virtual path.

ICT integration to enhance the site.

Developed sustainable business.

Mutation of uses: spaces for innovation.

Physical degradation of boundary.

Functional degradation of boundary.

Lack of recognition by citizens.

Lack of multi language information.

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-4-3

-2-1

4 3

2 1

6 8

4 2

Definition

Components

Class

Class

Class A

B

C

Complementary constructed spaces.

Baks, residences, services.

Conflicts between uses.

Boundaries near from contamination sources.

Lack of services.

Lack of public uses for social cohesion.

Housigin quality.

Individual safety.

Basics services near from boundaries.

Private spaces for social cohesion.

Increaseable quality of life.

Public safety.

Social cohesion through ITC common tools.

Public spaces and uses for social cohesion.

Complementaryboundaries

25%50%

75%100%

25%50%

75%100%

25%50%

75%100%

-1

4 3

2 1

2

RANGE

From -4 to 1= Class CFrom 2 to 9= Class BFrom 10 to 16= Class A

Make your calculations over your main street.

28

-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

-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

Class C Class B

2025

Class A

2050

Street layers

Street transportation

Street furniture

Street commerce

Street cultural/ historical boundaries

Complementary boundaries

-Sustainable maintenance system.

-Fix con�ict between component of the infrastructure.

-Digital monitoring security system.

2025

2050

-ICT´s devices integration. -Furniture integrated within the context.-Fix the visual coherence and add the necesary type of components.

-Context responsive furniture. -Energy producer and data collecting furniture.

2025

2050-ICT tools for: Search, buy and purchase a product in the physical space. -Side viewer´s window store systems.

2025

2050

-Dynamic, multi language and enhanced historic information.-Assign spaces for innovation and entrepreneurship.

2025

2050

-Dynamic, multi language and enhanced historic information.-Assign spaces for innovation and entrepreneurship.

2025

2050

-Use of alternative sources of energy.-Public and sharing transportation systems.

-ICT integrated devices on vehicles. -Sustainable, innovative and safe transportation (private included).

Class A Main Street

29

Xavier Trías

30

31

32

33

34

35

Tutors:

Areti Markopoulou(MAA Master Program Director)

Rodrigo Rubio(IAAC Project Manager)

Tomas Diez(FabLab BCN Director)

Maite Bravo(IAAC Faculty)

Pablo Ros(IAAC Faculty)

Jury Board:

Manuel Gausa(IAAC Dean)

Juan Blanco(CISCO Development Director)

Alex Ivancic(Energy System Expert)

Nacho López Alonso(Laguna Architects)

Jordi Pages + Lluis Viu(Max de Cusa Arquitectes)

Luís Fraguada(IAAC Computational Expert)

Vicente Guallart(Chief Architect of Barcelona City Hall)

Passeig de Grácia Street

bcnmainstreet@gmail.comwww.bcnmainstreet.com