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Building=Building=
process of buildingprocess of building
a buildinga building
How buildings learnHow buildings learn
Most architecture is designed Most architecture is designed not to be changednot to be changed
Yet is has to and will adapt Yet is has to and will adapt
Perfection is the enemy of Perfection is the enemy of adaptationadaptation
We shape our buildings We shape our buildings and they shape usand they shape us
Adaptable = aliveAdaptable = alive
Age + adaptablity = Architecture we loveAge + adaptablity = Architecture we love
Because each one living in the house has Because each one living in the house has added quality and historyadded quality and history
Low rent = High adaptabilityLow rent = High adaptability
Home or investment?Home or investment?
Buildings last as longBuildings last as long
as love to them is greater as love to them is greater
than trouble maintaining themthan trouble maintaining them
BewareBeware
Poor adaptability i #1 killer of lovePoor adaptability i #1 killer of love
Water is #1 troubleWater is #1 trouble
AdditiveAdditive
ExternalExternal InternalInternal
Imagine Imagine to build the envelope for the downpayment to build the envelope for the downpayment and keep developing the house for the amount and keep developing the house for the amount
you would have used for interest paymentyou would have used for interest payment
From planning for present userFrom planning for present userto scenarios for future usersto scenarios for future users
Whatever you are ready for will not happenWhatever you are ready for will not happen
Whatever you are not ready for willWhatever you are not ready for will
Design for ReuseDesign for ReuseDesign for DisassemblyDesign for Disassembly
AdaptabilityAdaptabilityNever let the long life layers fixate the short lifeNever let the long life layers fixate the short life
Layers:Layers: SiteSite StructureStructure SkinSkin ServicesServices Space planSpace plan StuffStuff
TimeframesTimeframes Permanent or mobilt?Permanent or mobilt? 50 year +50 year + 30 year +30 year + 20 year +20 year + 5 year +5 year + 1 year1 year
AdaptabilityAdaptabilityNext technologyNext technology
Layers:Layers: SiteSite StructureStructure SkinSkin ServicesServices Space planSpace plan StuffStuff
TechnologyTechnology New urbanismNew urbanism Roof on columnsRoof on columns Glass and sprayed compositeGlass and sprayed composite Attached installation and energy moduleAttached installation and energy module LEGO systemLEGO system Living furnitureLiving furniture
Innovation=Profit growth=Value for customers
Expenses
Customer valueCustomer value
FunctionalFunctional ComfortableComfortable HealthyHealthy
EconomicalEconomical ReliableReliable SustainableSustainable
CreativeCreative AdventurousAdventurous WauwWauw
SocialSocial IdentificationIdentification SensualSensual
Tool for:Tool for:
Evaluating products/servicesEvaluating products/services Developing strategyDeveloping strategy Creating new ideas/conceptsCreating new ideas/concepts Evaluating new ideas/conceptsEvaluating new ideas/concepts
FunctionalFunctional
PerformingPerforming FlexibleFlexible ErgonomicErgonomic Plug & PlayPlug & Play
ComfortableComfortable
SupportiveSupportive ConvenientConvenient AdaptableAdaptable MobileMobile
HealthyHealthy
SafeSafe ProtectiveProtective HealingHealing
EconomicalEconomical
Value for moneyValue for money Minimal consumptionMinimal consumption Minimal maintenanceMinimal maintenance High second hand valueHigh second hand value
ReliableReliable
No “down time”No “down time”
DurableDurable
RepairableRepairable
ReplaceableReplaceable2000 planes no fatal crash
SustainableSustainable
Minimal resourcesMinimal resources
Minimal pollutionMinimal pollution
RecyclingRecycling
CreativeCreative
ArtisticArtistic UniqueUnique StorytellingStorytelling Co-designedCo-designed
AdventurousAdventurous
SurprisingSurprising ThrillingThrilling DaringDaring ChallengingChallenging ExperimentalExperimental
WauwWauw
SeducingSeducing PassionatePassionate LiberatingLiberating CuteCute
SocialSocial
AffectionateAffectionate ResponsiveResponsive OutgoingOutgoing InteractiveInteractive
IdentificationIdentification
MeMe UsUs Our familyOur family Our countryOur country Our cultureOur culture
SensualSensual
BeautifulBeautiful MusicalMusical GourmetGourmet AromaticAromatic Touch(-ing)Touch(-ing) ””sixth sense”sixth sense”
BrandBrand
- CredibilityCredibility- ConfidenceConfidence- ResponsibilityResponsibility
ViralViral
- When something arouse the customers When something arouse the customers enthusiasmenthusiasm
- Stay in her mindStay in her mind- And make her recommend it to friends And make her recommend it to friends
- It’s a relation between the product and the It’s a relation between the product and the useruser
Balance between offering and customer valueBalance between offering and customer value
Product offering
Customer Value(individual in a social/cultural context)
Fu
nc
tio
nal
Co
mfo
rtab
leH
ea
lth
yEconomical
Reliable
Sustainable
C
rea
tive
A
dv
entu
rou
sW
au
wS
oci
alId
enti
fica
tio
nS
ensu
al
Bottom lineBottom line
FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual
Customer value Product offeringCustomer value Product offering
MatrixMatrixUser/real estateUser/real estate
FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual
Sit
e
Str
uct
ure
Ski
n
Serv
ices
Space
pla
n
Stu
ff
Drivers: Push & PullDrivers: Push & Pull
Technology pushTechnology push ITIT
e-business, www, pervasive e-business, www, pervasive computing, wirelesscomputing, wireless
NanoNano surfaces, selfcleaning, surfaces, selfcleaning, energyproducing, intelligentenergyproducing, intelligent
BioteknologiBioteknologigenetech, bionikgenetech, bionik
Market pullMarket pull Market Market
Globalisation, knowledge, out-Globalisation, knowledge, out-sourcing, culture, eastsourcing, culture, east
New customer demands, New customer demands, ddemography, culture, lifestyle, emography, culture, lifestyle, trendstrends
Legislation, tax, subsidies,Legislation, tax, subsidies,energy pricesenergy pricesworkers safetyworkers safetyEUEU
InnovationsområderInnovationsområder
LeadershipLeadership Business modelBusiness model
AlliancesAlliances
ProductionProduction CompetencesCompetences
Core processCore process
ProductProduct DesignDesign
Infra structureInfra structure
ServiceService
Customer relationCustomer relation Sales channelSales channel
””Brand”Brand”
User situationUser situation
MatrixMatrixUser/businessUser/business
FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual
•IT
•N
ano
•B
iote
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•M
ark
et
•C
ust
om
ers
•Le
gis
lati
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•B
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ness
model
•A
lliance
s
•C
om
pete
nce
s
•C
ore
pro
cess
•D
esi
gn
•In
frast
ruct
ure
•Serv
ices
•Sale
channels
•B
rand
•U
ser
situ
ati
on