OVERVIEW & CANNING TOWN PROJECT 01.05.12

INTRODUCTION

THE CONCEPTIndustri[us] is a social enterprise focusing on community-led regeneration. It has a clear economic and social purpose: to put vacant building sites to creative short-term use, to the benefit of the local economy and community. The idea was conceived by architecture practice Fluid, pioneers of a collaborative approach to urban design and regeneration that considers the social, economic and cultural aspects of a place to be as relevant as the built environment in creating successful communities. Industri[us] provides an important opportunity to test this notion. Key partners in the project include engineers Buro Happold and digital marketing agency DARE.

Conceived as an ‘Engine of Change’ – it aims to bring short-term energy and activity to vacant sites in order to kick-start a longer-term economic and social transformation.

Industri[us] takes possession of a site, for a fixed period of time and works collaboratively - with corporate partners, the local authority, community groups and individuals - to encourage enterprise opportunities around carefully identified themes. In the process it helps to support existing businesses, foster start-ups, strengthen local networks and build a lasting skills base. By bringing energy and activity to derelict sites in areas of deprivation, Industri[us] raises aspirations, attracts attention and demonstrates the economic potential of the area.

At the core of the Industri[us] concept is a flexible and demountable structure, a ‘kit of parts’ suitable for a wide range of potential uses, from an open pavilion or events space to a covered market or workshop units. It might stay in place for a few months or up to a year or more.

Industri[us] takes possession of a site, for a fixed period of time and works collaboratively - with corporate partners, the local authority, community groups and individuals - to encourage enterprise opportunities

around carefully identified themes. In the process it helps to support existing businesses, foster start-ups, strengthen local networks and build a lasting skills base. By bringing energy and activity to derelict sites in areas of deprivation, Industri[us] raises aspirations, attracts attention and demonstrates the economic potential of the area.

At the core of the Industri[us] concept is a flexible and demountable structure, a ‘kit of parts’ suitable for a wide range of potential uses, from an open pavilion or events space to a covered market or workshop units. It might stay in place for a few months or up to a year or more.

FESTIVAL OF UPCYLINGIndustri[us] will launch with a Festival of Upcycling, between June and September 2012, which includes the Queen’s Diamond Jubilee, the London 2012 Olympic and Paralympic Games and the London Festival of Architecture.

‘Upcycling’ is the design, manufacture and sale of desirable objects, made out of the items people and industries throw away - an emerging market that is already demonstrating that such products can generate considerable value.

The Industri[us] process will take place on a highly visible site opposite Canning Town Station, in the heart of the Royal Docks. Located on the Olympics Walking Route and in close proximity to the tube and DLR (the projected footfall in the area during the London 2012 Games has an official estimate of 100,000 people a day), this is an extraordinary opportunity to showcase the potential of harnessing ‘waste’ materials as an economic opportunity. A 30ft giant robot, made from reclaimed wood, will be constructed with local help and be a dramatic marker for the project.

By offering upcycled fashion, furniture, art and accessories - at competitive prices - Industri[us] will create a new shopping destination, to attract the growing number of ‘eco-conscious’ consumers. It will be a beacon of creative enterprise and innovation for the green economy, with the potential to be replicated on other sites. A variety of entertainment events - from makers’ fairs and fashion shows to fun hands-on activities - and a food court offering locally produced international ‘street food’, will draw in a wider audience and additional revenue.

IMPACT By putting high energy in to an area in the short-term, Industri[us] aims to make a long-term difference:

PhysicalBringing activity to a redundant or neglected place; creating a perception that something can happen there; demonstrating added value for the location.

EconomicIncreasing the local skills base; enabling local people to try out ideas in a supportive environment; incubating new small enterprises; growing existing ones, with the potential to create local jobs; providing a platform for individual makers to attract notice; introducing ‘upcycling’ as a significant addition to the Green Enterprise District.

SocialBringing the benefits of participation to those who are both providing and receiving Industri[us] activities; raising local aspirations by attracting outside attention, so that people can conceive of change; taking a first crucial step.

EnvironmentalCreating value out of waste material and developing an understanding of the value of waste; changing the way people perceive and deal with waste; building on Newham’s excellent record in diverting waste away from landfill.

REVALUING WASTEEach year in London 65,000 tonnes of quality reuseable products go to landfill, with only 6,000 tonnes being diverted by reuse organisations. Industri[us] will source waste materials locally, including: construction off-cuts and demolition salvage; plastics; salvaged wood; glass; metals; textiles, clothes and furniture.

The capacity to encourage ‘green’ enterprise and jobs through material reuse has been demonstrated by The National Industrial Symbiosis Programme (NISP) in the UK and Chicago’s Waste-to-Profit Network; while established brands Freitag and Uncommonly Beautiful have entered the retail mainstream. The designer Stella McCartney has recently introduced upcycled couture to London Fashion Week.

FUNDINGIn addition to considerable benefits in kind from corporate and community partners, Industri[us] will seek to recoup the set-up and running costs of each project through revenue generated during its lifetime. Major sponsors of the Festival of Upcycling include Serco and Groundwork UK.

A NEW INITIATIVE & ENTERPRISE FOR CANNING TOWN

FESTIVAL OF UPCYCLING

walkingroute

ExCeL2012Gamesvenue

CANNINGTOWNDLR + BUS

PUTTING VACANT SITES TO SHORT-TERM USE FOR THE COMMUNITY’S BENEFIT

LOCATION

GREEN ENTERPRISEDISTRICT

ROYAL DOCKS

LONDON BOROUGHOF NEWHAM

OLYMPIC PARK

ExCelOlympic venue

CANNING TOWN

OBJECTIVES

* Support existing businesses & foster start-ups

* Demonstrate economic potential of area

* Build a lasting skills base

* Strengthen local networks & raise aspirations

* Promote ambitions of Green Enterprise District

* Create a destination for a wider audience

CORE ENABLING TEAM

DareDIGITAL MARKETING

Buro Happold ENGINEERING & SUSTAINABILITY STRATEGIC PARTNERS

LDA

FluidPROJECT LEAD & ARCHITECTS

LB NewhamSTRATEGIC PARTNERS

LOCAL DELIVERY PARTNERS

Serco & KilnbridgeCONSTRUCTION SERVICES

GroundworkENVIRONMENTAL REGENERATION

ENVIRONMENTAL POLICYUEL - Sustainability Research Unit

Wombles & First FruitCOMMUNITY RECYCLING / EMPLOYMENT

Caramel RockYOUTH OUTREACH & FASHION

LCRNSUSTAINABLE RESOURCE NETWORK

WHAT IS UPCYCLING?

DESIRABLE OBJECTS OF VALUE, MADE FROM ITEMS PEOPLE & INDUSTRIES THROW AWAY

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DESIRABLE OBJECTS OF VALUE, MADE FROM ITEMS PEOPLE & INDUSTRIES THROW AWAY

Hol

dalls

by

Frei

tag

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klac

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Unc

omm

only

Bea

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ENGINE OF CHANGE

CREATIVEenterprise

SOCIALenterprise

COMMERCIALenterprise

MAKING IT HAPPEN:FOR THE LONG-TERM

Collaborators

INPU

TSO

UTPU

TS

Revenue

Skills & training

Products

Commercial waste

Local knowledge

Community waste

New enterprises &job opportunities

VACANTSITES

MATERIALREUSE(upcycling)

investmentpotential

unusedresource

unsustainable

fasttake-up

DISCONNECTEDCOMMUNITIES

DIGITALNETWORKS

reach

regeneration sustainability

CSR THE MODEL

ENGINE ROOM workshops

REUSE : REWORK

A range of established innovative designer-makers working in material reuse will occupy workshop spaces, alongside local start-ups and others in need of a springboard. Training and mentoring will be offered and links fostered with local groups and businesses.

local enterprise clusters [precedents]

SOUTH KILBURN STUDIOS, LondonSTUDIO HERGEBRUIK, Holland

Here products from the Engine Room workshops and other makers will be marketed in a specially designed ‘arcade’ – a demountable structure built from recycled materials, which will double as an indoor events space. Visitors, whether local or from further afield, can take part in hands-on activities, whilst enjoying food stalls and entertainments.

MAKE/SHIFT market

TRADING POST FOR UPCYCLED PRODUCTS & INDOOR EVENTS AREA

demountable structures [precedents]

FLYOVER FOR A FOLLY, HackneyPOP-UP RESTAURANT, Stratford

SPOTLIGHT

WEEKLY THEMED AUCTION OF UPCYCLED PRODUCTS : A CURATED & DYNAMIC INSTALLATION

OUTDOOR EVENTS SPACE

LARGE SCALE EVENTS & HANDS-ON ACTIVITIES FOR ALL AGES

URBAN FEASTS

INTERNATIONAL FOOD AT AFFORDABLE PRICES

BUILDING A COMMUNITY OF INTEREST

“What I last threw out and what I’d turn it in to...”

THRIVE SUMMER FESTIVAL at Memorial Park : 23rd July 2011

EVENTS SPACE

PUBLICSQUARE

ENGINE ROOMWORKSHOPS

back ofhouse

FOOD COURT

entrance fromCanning Town

station

entrance fromWouldham Road

MAKE/SHIFTSTRUCTURE

vehicleaccess

picnic area

S I L V E R T O W N W A Y

CL

AR

KE

SO

N

RO

AD

PROPOSAL FOR CANNING TOWN

REGENERATIVE IMPACTS

PHYSICALBringing activity to a redundant space; demonstrating added value for the location.

ECONOMICIncreasing the local skills base; enabling local people to try out ideas in a supportive environment; incubating start-ups and growing existing enterprises, with the potential to create local jobs; demonstrating the economic potential of the area.

SOCIALBringing benefits of participation to those providing and receiving Industri[us] activities; raising local aspirations; taking a first crucial step.

ENVIRONMENTALDeveloping an understanding of the value of waste; changing the way people perceive and deal with waste; building on Newham’s record in diverting waste away from landfill.

GET IN TOUCH

Clare Richards : clare@industri-us.org, or Kat Davis : kat@industri-us.org

tel / 020 7729 0770fax / 020 7729 0778

www.industri-us.org