for whom do we build, design, make (susan williamson)
TRANSCRIPT
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for whom do we design and build?
who knows most about their own
spaces and places?
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demographic analysis: broad but shallow
transactional analysis: narrow but deep
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spatial psychology is built on expert usership
and understanding the nature of their spatial transactions
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finding the expert user base
• examine demographic data• understand the issues• find the 1st connector, explore the issues• connector cascade• agree the archetypal expert users• find the first ten and cascade out to 40
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finding the Voice
• build the contract• set up an appropriate campaign• give voice, listen, feedback• adjust, consult, agree • legacy mechanism agreed
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2125 young & mobile
Mid Easterners
710 local Emirate families
500 Gulf shopping
visitors
780 business visitors1200 wealthy
South Asians300 ‘Western’
Expatriate workers
2000 ‘Western’
tourists
TARGET GROUPINGSby,000’s
primary grouping
secondary grouping
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SIZE OF OPPORTUNITYFREQUENCY OF VISITS +
+
-
-
mobile Middle Eastern
wealthy Asians
Gulf shoppers
Emiratefamilies
APPE
AL O
F CO
NCE
PTbusiness visitors
‘Western’ tourists
Western’ expatriateworkers
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RISK +-
FACTORS• exclusive vs inclusive• standalone vs. mall• partner vs. solo
FACTORS• exclusive vs inclusive• standalone vs. mall• partner vs. solo
exclstandsolo
exclstandpart
exclmallsolo
inclstandsolo
exclmallpart
inclstandpart
inclmallsolo
inclmallpart
GRADING THE RISK FACTORS
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what do we mean by luxury??• elegant stores• luxury brands• European/US tastes• beautiful objects• refined service• look, don’t touch• rich clientele• older, female
• vibrant stores• must-have brands• multicultural tastes• indulgences• welcoming service• try before you buy• affluent guests• youthful, both sexes
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what kind of customer experience…?
• accessible• indulgent• fun• personalised• clubby• frequent visits
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fetish transactions:Bond-ness
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tribal transactions:head chatter
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shopping psychology: aisle behaviour
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introducing the archetypes1. 30’s male manager in the software industry: well off2. young club-going, commuting girl.3. male financial-industries football and sports-bar devotee4. Asian teenager, non-drinking5. white British teenager, too young to drink legally6. family with young children7. young over-educated Eastern European services worker8. 40-something male skilled manual worker9. youngish artisan/performer10. retired female college lecturer11. male / female retail manager12. 60’s – 70’s blue collar retirees.13. 50-something, affluent commuter with teenage kids
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which venues serve the most archetypes?Archetype >
Places v
A1
30’s affluent manager
A2
young clubber
A3
male sportsbar
A4
Asian teen, non-
drinking
A5
white teen,
underage
A6
family with
young children
A7
young East
European
A8
40+ manual worker
A9
artisan
A10
retired female lecturer
A11
retail manager
A12
blue-collar
retirees
A 13
50 ‘s affluent
commute+
teenagers
1 Cassiobury Park
xxxx xx xxxx xxx xxx xxxx xxx xxx xxxx xxxx xxx Xxx xxxx
2 The Horns xxxx xxx xxx x xx x xxx xxxx xxxx xxx xxx xxx xxxx
3 Woodside Leisure Centre
xxxx xx xxxx xxxx xxxx xxxx xxx xx xxx xxx xxx xx xxx
4+ Pump House xx xxx x xxxx xxxx xxx xx xxx xxxx xxx x xxxx xx
4 + Museum xx xx xx xxx xxx xxxx x xxxx xxx xxxx xxx xxxx xxx
5 Harlequin Centre
xxxx xxxx xxxx xx xxx xxx xx xx xx xxxx xxxx xx xxxx
6 St Mary’s Church + Grounds
xxx x xx xx xxx xxx xx xxx xxx xxxx xxx xxxx xxx
7 Café Cha Cha Cha
xx xx xxx xx xxx xxxx xxx xx xxxx xxxx xx xxxx xxx
8 Jongleurs xxxx xxxx xxx xx x x xx xxx xxxx xx xxxx x xxx
9 Palace Theatre xxx x x x x xx x xxx xxxx xxxx xxx xxx xxxx
10 +The Market xx xx xx xxx xxx xxxx xxx xxx xx xxx xx xxx xx
10+The Flag xxx xxx xxxx x x xx xxx xxx xxx x xxx x
11+ The Parade xx xxxx xxx x xxx xx xxx xx xx x xx x xx
11+ Main Library x x xx x xxx xx xx xxx xx xxx xx xxxx xx
12 Colosseum xx x x xx x xx x xx xxx xxx Xx xxx xxx
13 West Herts College
xxxx x xxx xxxx
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who is under-served in the town centre?
• families and kids• cool teens (other than drinking!)• cultural minority groups• affluent 30+s• business users
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how do your cultural assets stack up?
regional hotspots local heroes sleeping assets
Harlequin Centre Cassiobury Park Watford Museum
Clubs Cha Cha Cha Watford Library
WFC & Saracens Inspiral Arts James Theatre
Watford Muse The Pump House The Colosseum
Palace Theatre WAAF Charter Place
BBC Orchestra Newton Price Centre WHC campus
The Horns
WHC media courses
Leavesden Studios
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Watford’s road system constricts formal circulation and bisects the city centre…
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people find their own ways to where they want to go… add the underpass thread…
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add the well-signposted cycle route thread…
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and the randomness of everyday culture, lived in public… finding the real desire lines through meandering …
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Colosseum The Horns Library The ParadeWoodside
Leisure Centre
Palace Theatre
Market
HarlequinNewton Price
Centre
The Pump HouseMuseum
St Mary’s Church
Palace Cafe
Café Cha Cha
Cassiobury Park
Muse
cultural venues extend beyond the city centre , and most thrive in spite of the road system constrictions …
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www.cornerstonestrategies.co.uk
the city’s threads are unplanned as well as planned, and the cultural zone extends organically.. .
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no international design exchange
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Blackpool Pride
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finding a common voice
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access, not buildings
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Mapping the Necklace
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pray, farm, fish, remember
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organising strategies: making do
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the largest room in the world
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building the Temple
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bringing it to life