FMP 2011 OBJECTIVEPHILIP LINNEMANN

Reflecting personal values.Since the FMP is a personal project I simultaneously wished to reflect personal values. One of my greatest passions is food, which is playing a big part of my life. I was raised in an old village with a great tradition for fishing so since I was very little I’ve learnt the beauty of hunting, preparing and cooking your own food and experienced and valued the feeling of satisfaction and joy afterwards.

Ever since Noma, the world best restaurant awarded for the 2nd year in a row, won its recognition, their ethos has very much interested and inspired me. Their philosophy builds upon using local ingredients and showcasing their individual values.

In the time of technological development and globalisation this project is first and foremost about a vision of prospering in ones local environment, re-establishing a regionalisation and focusing on people’s inner values; A happy and healthy living.

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FMP 2011 CHALLENGESPHILIP LINNEMANN

A HAPPY AND HEALTHY LIVING

JACK

AGE

RELIGION

OCCUPASION

LIVES

HOBBIES

GOES TO BRICK LANE TO

TRANSPORT

AGE

RELIGION

OCCUPASION

LIVES

HOBBIES

GOES TO BRICK LANE TO

TRANSPORT

25

CHRISTIAN

STUDENT

WITH 2 FLAT MATES

MUSIC, FIXED GEAR BIKES, PARTIES, VINTAGE

SEE FRIENDS, EAT AT THE MARKET, SHOP CLOTHES

BIKE / ON FOOT

A cultural divergence.Here is Salim and Jack. Jack is what you would call an “East End hipster” from London living the in area of Shoreditch. He is very passionate about his hobbies and has a rather expressionistic visual appeal. If you walk about the area you will likely find Jack hanging around with his friends on the streets or playing a gig on one of the local bars. He loves his neighborhood where he also have the chance to buy great curries for little money matching his tight student budget. However, Jack doesn’t know much about his community friends serving him the food.

Salim on the other hand is originally from India where he was born and raised. He moved to England when he was 21 with his family to find better conditions of living and settled close to White Chapel where fellow immigrants had already shaped a community corresponding to his culture. Salim goes to Brick Lane almost every day to work and meet his friends. He loves working in a dynamic environment, but nor does he know much about the young culture sharing this space with him.1

44

MUSLIM

WORKING AT SHEBA RESTAURANT

WITH WIFE AND 2 CHILDREN

FAMILY, BOOKS, FOOD, CARROM

WORK, SEE FRIENDS

BUS / ON FOOT

SALIM

1 Jack and Salim are fictive characters based on personal research in the area, on an

interview with Hoxton Council Office and facts on various homepages.

IssueThe question now remains:Is this lack of cultural insight an un-avoidable affair in Shoreditch? How can you inspire people to share their individual values and shape a cultural rallying point.

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FMP 2011 CHALLENGESPHILIP LINNEMANN

A HAPPY AND HEALTHY LIVING

The polluted journey of a carrot.As the situation remains today, the journey from the distributor of groceries to the customer are causing many superfluous costs. This example illustrates some of the issues: PesticidesTo obtain a beatiful and long lasting carrot farmers tend to spray it with poisonous pesticides evidently affecting your personal health situation.

StorageThe carrot is then stored in large refrigerators costing not only energy consumption but also the carrot’s short durability.

TransportationDepending on the carrot’s terminus it is etiher put on board a plane, ship or truck costing environmental pollution and further energy waste.

TrafficIn order to reach its finishing point the trucks drives through cities taking up precious traffic space in the busy daily round flourishing.

SupermarketThe carrot has reached the supermarket and is yet again stored until it is purchased by a costumer.

Your handsAt last the carrot is where it belongs

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1 2 3

46

AREA SURVEY

TRENDS AND POINTS OF INTEREST IN SHOREDITCH

FMP 2011 RESEARCHPHILIP LINNEMANN

Brick LaneRuns from Swanfield Street to Whitechapel High Street to the south by the short stretch of Osborn Street. Today, it is the heart of the city’s Bangladeshi-Sylheti community and is known to some as Banglatown.

Sunday marketsThe markets include the Sunday Up Market, Spitalfield Market and the flea market on Brick Lane which makes the area very popular for tourists especially during the weekend.

Vintage storesDue to the population of the young generation and their interests vintage store a rampant in the area.

Food stands / curry housesAs a result to the great amount of interest, the area especially around Brick Lane is a food mekka where you can have a taste of most national dishes from Asia and South America.

Niche shopsAs the area is home to many artists, designers, musicians, fashionistas ect. you see many small shops with unique products and artifacts. For many years it hosted a stall selling nothing but rusty cog wheels

First Thursday / galleriesOn the first Thursday of every month the galleries and museums of east London open their doors late for a chance to see amazing art, culture and events after hours. With over 100 galleries and museums, private views, events, free art tours and great bars and restaurants nearby, east London is the place to come for late night culture.

Street artWith a young, dynamic population, Shoreditch becomes a de factor open air art gallery; with graffiti, posters and paste-ups displayed on the main roads, down the side streets and in all the nooks and crannies of this post-industrial environment..

Liverpool ation

ShoreditchHigh Street Rail

ShoreditchHigh Street

White Chapel

AldgateEast

BethnalGreen Rail

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5

6

3

1

4

7

5

6

7

1

2

3

4

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FMP 2011 RESEARCHPHILIP LINNEMANN

POPULATION SURVEY CONCLUSION

POPULATION BY ETHNIC GROUP

POPULATION BY RELIGION

TRAVEL TO WORK

POPULATION BY AGE STRUCTURE

LIVING ARRANGEMENTS

HOUSEHOLDS WITH CARS

WHITE

MIXED

BLACK

ASIAN

OTHER

CHRISTIAN

NOT STATED

MUSLIM

OTHER

0 - 11

12 - 24

25 - 34

35 - 59

60 +

SINGLE

COUPLE

MARRIED

PUBLIC TRANSPORT

WORK FROM HOME

ON FOOT

BICYCLE

MOTOR

NONE

ONE

< TWO

What is needed?As my research shows a large proportion of the Shoreditch residents take public transport, walk or cycle to work, and only a minority use their own cars. I suppose this means that a large amount of the inhabitants have their daily life in the local neighbourhood, which is why it’s ideal to establish and sustain a lively and inspiring environment. In this way, it is easier to engage people in the project as well.

In Shoreditch different cultures and worldviews meet, for what reason it’s important to encourage people to mutual understanding and tolerance. Shoreditch as a multicultural area holds great potential to evolve and be stated as a model for other cities or socially disadvantaged areas in relation to integration of different ethnic groups as well as innovation in spite of sustainability and knowledge sharing. In Shoreditch, citizens need a higher degree of community and understanding.

Succeeding in gathering all ethnic groups meanwhile may lead to a unique environment that will attract the attentions of tourists, policians etc. and place Shoreditch and London as a an example to the world.

SHOREDITCH INHABITANTS NEED BETTER OPPORTUNITIES FOR INTE-GRATING AND INTERACT WITH ONE ANOTHER

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FMP 2011 MISSIONPHILIP LINNEMANN

Unique selling proporsition.Set to open at Sclater Street in Shoreditch, Shoreditch Seed will be a social and knowledge-enriching platform integrating the different cultures living in the local community by propagating a happy and healthy living through sustainable thinking.

With a placement in the core of East London livelihood, the construction will house an eco-friendly agricultural farm on the rooftop with local vegetables from every culture represented in the area. An integrated education centre will allow people to get close to each other and the farmers and get hands-on experience with growing crops in an urban space. Insight in how to cook and prepare raw ingredients will be encouraged through an open cook school where people can share and obtain insight in different food traditions. A seed and plant store will encourage further investigation and a ground level restaurant and market selling the commodity products from above will complete the soil to plate understanding and eliminate energy waste on transport, distribution and storing of whole foods. The system will be sustainable and reproductive powered by solar and wind energy sources, which will irrigate the plants by rainwater collection. Food waste will be used to make new soil.

PLANT IRRIGATION BY FILTERED RAINWATER COLLECTION

EDUCATION CENTRE PROVIDING HANDS-ON EXPERIENCE WITH GROWING CROPS

ROOF TOP GARDEN

PLANT AND SEED STORE ENGAGING FURTHER INVESTIGATION

SHARE AND RECIEVE IN-SIGHT IN DIFFERENT FOOD CULTURES

POWER SYSTEM THROUGH SOLAR AND WIND ENERGY

GET A GUIDED TOUR AROUND THE FARM

FOOD WASTE MAKES NEW SOIL

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FMP 2011 CONSTRUCTION SITEPHILIP LINNEMANN

VIEW FROM SOUTH WEST CORNER

VIEW ON SCLATER STREET TOWARDS EAST VIEW ON SCLATER STREET TOWARDS WEST

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FMP 2011 SOLUTIONPHILIP LINNEMANN

GREEN HOUSE FOR NEW SHOOTS

PARKINGBASEMENT

TOOL SHEDMARKET SPACE

MOVEABLE WALKING PATHS WORKING AS IRRIGRATION SYSTEM

120 M2 ROOF COLLECTS 3600 LITERS OF RAINWATER ON A 3MM RAIN INCIDENT

EDUCATION CENTRE, COOK SCHOOL, RESTAURANT AND PLANT AND SEED STORE

BULB AND STEM VEGESTABLES

FRUIT TREE PLANTAGE

LEAFYVEGESTABLES

WALKING PATHS FOR VISITORS FACINGSOUTH CASTINGMINIMAL AMOUNT OF SHADOW

PODDEDVEGESTABLES

SOLAR ENERGY SYSTEM

CONSTRUCTION ILLUSTRATON

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FMP 2011 BRAND STRATEGYPHILIP LINNEMANN

Brand platformA strong brand is driven by a great inspiring idea, a differentiated array of values, an outstanding and attractive personality and a range of competitive advantages, which supports the core identity.

CORE IDENTITY

VALUES

PERSONALITY

COMPETITIVE ADVANTAGES

STAKEHOLDERS

SHARE YOUR INSIGHT

Trustworthy

Humane andcontributing

Interactiveplatform

Unique integrityand delivery

Educationalcompetences

Long lasting

Pertinent

Professional

LOCAL INHABITANTS

ENVIRONMENT

POLITICALINTERESTS

TOURISTS

Differentiated

Exciting andvaluable

Persistent

Determined

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POLITICALINTERESTS

FMP 2011 VISUAL IDENTITYPHILIP LINNEMANN

NameThe name Shoreditch Seed is a combination of the name of the neighborhood and the origin to all plant life. In this way the first part of the name represents the local aspect the concept while the ohter part has both a directly and figuratively sense. The obvious meaning is the reference to the farm and the agriculture at the place, but you simultaneously get a reference to one of the main ideas behind the brand: To spread your insight and grow.

On the example to the left you can see the various opportunities for creating a cooporate brand yet with different identities.

LogoThe logo consists of the name and a logo mark all centered. The name is set in capitals in Flama respectively in Light and Extra Bold to create dynamic and differentiate the two words. The illustation of the seed is made by numerous lines representing growth and spread and stands in a dark green as the work seed referencing to nature.

CHELSEA

BRIXTON

CAMDEN

EXAMPLES OF HOW THE NAME AN LOGO CAN BE USED FOR OTHER NEIGHBORHOODS

LOGO FOR SHOREDITCH SEED

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FMP 2011 ROUND UPPHILIP LINNEMANN

THE PROJECTS IS ABOUT

Achievements and learning outcomeMy project is an attempt to solving problems associated with transport and storage of food by selling it right where it is grown and simultaneously helping ethnic integration and cultural adaptation. In a deeper regard, this project is about lighting up a discussion around sustainability and integration and placing them on the agenda in a visible manner towards all with a focus on alternative solutions. The problems I’ve touched upon are not just solvable overnight, but this project is an effort in getting others to think in new ways. This defines the project as being more event-oriented rather than being a real problem.

Furthermore, I have focused on angling my project development through the lenses of people placing thier needs in the centre of my focus. Data visualisation and story telling is flourishing a lot these days and their impacts have fascinated me a great deal, so this is moreover an attempt to simplify and visualise this assignment as well as possible.

SOLVING INTEGRATION AND TRANSPORTATION PROBLEMS

GETTING ALTERNATIVE SOLUTIONS INTO PEOPLES MINDSETS

FOCUSING ON PEOPLE’S NEEDS AND VISUALING DATA IN AN SIMPLE AND UNDERSTANDABLE WAY

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