User:Jen
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Jennifer Fowler
Victoria University of Wellington
Contents |
Statement of design intent
Position:
How can identity - morphed into trademark - translate to image work in the context of Christchurch?... The way in which a city is branded and marketed is essential to the development to it’s civic strength. By treating Cathedral Square as a commodity and projecting a marketable image can it strengthen the central core, culturally and economically.
Marketing of cities on a global level through image has being common practice since the early 1800's, we can see the original advertising campaigns of New Zealand and Canterbury situated in England to draw people to New Zealand, promoting it as 'the land of Golden Opportunities' accompanied with images of rolling pastural land.
Design Intent:
Design adgenda: To design a response that repositions the image of Cathedral Square locally, nationally and globally.
Investagations:
Scheme 1: By investagating three marketing agendas first the existing, second the obvious iconic associations such as; heritage, garden city and the Cathedral, third a exageration on the fabric of Christchurch.
Scheme 2:
Through assessing the spatial, programmatic, cultural and social assets of the square to inform a design response that can be marketable on a local and global level. What is the reality of the local image in relationshipe to the global image.
Literature Review
Dovey, K. Chapter 11: On the move - Local/Global
The construction of Sydney's Global Image. Future City
identity - morphed into trademark - translates to image
Steele, Brett. 2001. Transitory ImageSpaces: Urbanism 2.0 in Trans Urbanism V2
Roberts, Amanda. 1998 Bare Squares - future directions for Adelaide's urban public space.
Past readings for intial Literature review [[1]]
Precedents
Millennium Park - Chicago, 2004
product and media driven design?
- Interaction with programme
- New Technologies
- Park curfew and surveillance with challenges the idea of a public park
- Art installations - Frank Gehry, Anish Kapoor, Jaume Plensa, and Gustafson Guthrie Nichol - all in the name??
- Is Anish Kapoor's Cloud Gate going to be Frank Gehry's Guggenheim?
Millennium Park Link [2]
Schouwburgplein – Rotterdam, 1992
Icon, more of an image than a city?
- Interaction with programme
- Built out acknowledgement for the issue of globalization and the growing need for restructure.
- The media and investors wanted to propagate on the cities aesthetic quality - become cities trademark
- Its aesthetics seduce advertising experts and website designers.
- People do meet there, they run past each other, across the square or along it. The Square is charaterised purely by its aesthetics and futuristic design
- Its furnishings do not invite people to linger. People gather on the Square for events. Nothing else attracts people to this place.
- Connections for electricity and water, as well as facilities to build tents and fencing for temporary events, are built into the floor.
Schouwburgplein Link www.west8.nl/W8_Projects/S/S036_Schouwburg.html
Place des Terraux, Lyon Plaza, France, 1994
Interaction with programme of space
- Architect - Christian Drevet
- Historic center of Lyon
- Interactive Edges
- The move was to 'change everything without touching anything'
- Only works with two elements water and light, turning the space into a multi-dimensional site.
- Appreciate and highlight the existing buildings - heritage to city, to site
- The water jets challange the way people pass through and interact with the square. Interaction with user.
See 'Changing Everything, Touching Nothing' www.christiandrevet.net
Parc de la Villette , Paris, France, 1982
- Architect - Bernard Tschumi
- Urban renewel project
- Its at edge of the city and the suburbs - major public space not central?
- Programmes focus on Art and Culture - Paris aspires to be the cultural capital.
Parc de la Villette Link http://www.villette.com/us/mainprog.htm
Squares of Adelaide - Victoria Square
As a Square that doesn't work it has been programmed to:
- Edges fragmented
- Dissected by strong axial roads
- Designed around a central square, with less important smaller squares around the outside
- Activated streets that surround the Squares
- Set in a colonial grid, with the Square designed to act as the Centre of the City
- Lack of layers such as communities, activities and meaning
- Cathedral which was supposed to serve as the focus of public activity, a focal point in the centre of a city.
Adelaide
- Population: 1.1 million
- Density: 615/km2
Christchurch
- Population: 367,700
- 9 percent living in main urban city.
Site Analysis
Obvious site issues:
- Activating the edges - retail, souviners, hotels and restaurants
- No orientation around city or to the Square - High St and Victoria St
- Drawing people into the Square
- Lanes leading into the Square are dormant
- Increase of attractions to Malls - Convience
- Expansion of City, Urban Sprawl
- Bus exchange system moved out of Square
- Police Kiosk - Intrusive to space
- Major Cultural Significance - Memorials and Cathedral to Maori and Pakeha
- Symbolic nature of Cathedral
- Definition of boundaries - Cathedral land and Council land
- Public have strong ownership and opinions towards the Square
- Conflicting demographically - Students vs Senior Citizens
- Eclectic mix of Architectural Styles of Facades - Classical/Gothic
- Tension between Vechiles/Pedestrian
- Issue of Grid - Colonial
Contacts and Mentors
Lincoln University
Dr Jacky Bowring Associate Professor – Lincoln University 03 325 3804 or 03 325 2811 ext. 8439 bowringj@kea.lincoln.ac.nz
Earthwork
Wendy Hoffmott – Former Student - wendy@earthwork.co.nz
Shephard & Rout – Landscape Architect – 03 366 1562
David Shephad - dsheppard@sheprout.com Rob Watson - rtwatson@xtra.co.nz Jasper – (works with david Sheppard)
Christchurch City Council
Ross Herrit – Cathedral Square Project Manager 03 941 8863 Ross.Herrett@ccc.govt.nz
Dave Hinman – Senior City Planner 03 941 8804
Maurice Roers – Senior City Planner 03 941 8960 maurice.roers@ccc.govt.nz
Amanda Fiddes – Events development coordinator 03 941 8163 027 2495873 amanda.fiddes@ccc.govt.nz
Peter Rough Landscape Architects Limited
Peter Rough St Elmo Courts 47 Hereford St PO Box 3764 Christchurch NEW ZEALAND peter.rough@prla.co.nz
