Berlijnplein cultural cluster
Imagining Tomorrow International Program at HKU Utrecht Netherlands
The client:​
The Berlijnplein Cultural Cluster (BCC) is a project for a new cultural hub in Leidsche Rijn and Vleuten-De Meern, two new towns in the city of Utrecht. The region is the largest district in Utrecht, with 90.000 houses that are not more than 25 years old.
A third or thereabouts of the population has immigrated from outside of the West. A third of the population is between the ages of 25 and 45, which is higher than in older areas. The majority of locals make an ordinary living. There isn't a significant cultural facility because the extension area is new.​
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The goal
The ultimate goal is to make the Berlijnplein cultural area a symbol of the current state of art in society. For that purpose, it should destructure the common idea that art is just for a privileged cluster of society and convey a sense of inclusion, accessibility, diversity and openness.
Furthermore, the accomplishment of sustainable circularity of materials is a key goal to be included in the project concretization.
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The challenge:
People living in the Berlijnplein area are missing a place where they can feel involved, engaged and represented.
The area lacks a strong and recognizable identity, to make people develop a sense
of belonging to it.
People from different cultural backgrounds and age groups need to feel included.
Sustainability and circular economy need to be included in this ambitious project.
Understanding the current stakeholders
The primary medium of communication/adverstisement
Currently, the main means of communication already existing is the Facebook page of the area, which has recently grown reaching more than 5.000 people joining and interacting. Official websites are also available, but mostly in dutch.
Therefore, there can be room for improving the online communication channels and for making them more accessible and appealing.
Ideation process;
Using paper mockups and legos to understand how to integrate a fun, engaging installation that can also be used as seating by those visiting.
Group brainstorming
Architectural plan of the square
Our solutions:
Our key tool to help community building was food, as food is something that is unique to each culture while also being equally inviting, and hence we used that as our starting point.
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The square has ample space to accommodate food trucks and introducing them into the area with different cuisines each week would work out in our favour as it would encourage people to step out into the square with the idea of looking forward to something new, hence increasing and also maintaining engagement.
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People could also volunteer to take over the food truck and prepare meals close to their hearts for others at the square.
Moroccan Mosaic Tiles :
Integrating art within the architecture of the venue to make it more engaging and comforting for the residents of the area.
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Introducing installations by local artists within the centre of the square to create another element that the residents or visitors can bond over.
Installation and seating:
Integrating art within the architecture of the venue to make it more engaging and comforting for the residents of the area.
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Introducing these blocks into the square would make it entertaining and engaging for those looking for a place to sit down and relax or for those in the mood to use them as life sized lego blocks!
Final presentation to our clients!
