…theplacewherethebrainsofleadingcompaniesandins5tu5onscreatethefutureofbusinessandbusinessforthefuture.
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MynameisIngoWalterscheid,responsibleforthedevelopmentofDesignCityinKolding,Denmark
CopyrightDesignCityVestA/S2011
Wherethef…ckisKolding?
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✪
Theli@leMermaidinCopenhagen
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HansChrisBanAndersen,thepoet
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Thelargestproducerofwindturbines
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Mostimportantofallskills…educaBon!
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WhyaplacelikeDesignCityKolding?
• Businessandsocietyarefacingheavyshocksduetoeconomic,environmentalandsocialcrisis
• Itstartedwiththeshockofglobalwarming.The„InconvenientTruth“aboutseriousclimatechangepublishedbyAlGorewasfollowedbytheeconomiccrisisofourbusinessandfinancialsystem.
Weareconfrontedwithglobalproblemssuchas
• Climatechange• ExplodingpopulaUon• ExUncUonofspecies• PeakOil• Scarcityofwater,soilandmanyotherresources
DCKshowsawaytousebrainandbusinesstosolveglobalproblems DCKshowshowtomakegoodbusinessinthefuture
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Willwestartthefuturelikethis?
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Wewillbeabout9billionpeopleby2050…
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Howcanwefeedourfuture?
Howtosolveproblems,makegoodthingsandsBllmakebusiness?
Themodern,globalsocietywithitsgrowingdemandsanditsgrowingpopulaUonoffersgreatopportuniUestothoseplayerswhodevelopandprovidesustainableproducts,smarterserviceandbeZertechnique.
SoluUonsforthefuture
CompaniesandorganisaUonsthatwanttosaUsfynewmarketsandwhoarewillingtoinnovatefindtheirthinkandacttankintheheartofDenmark.
InDesignCityKolding
DCKisbasedontheconceptofsustainabledesignhZp://en.wikipedia.org/wiki/Sustainable_designDCKisinspiredbytheCradletoCradleprinciplehZp://en.wikipedia.org/wiki/Cradle_to_Cradle_DesignDCKasathinkandacttankisbasedonDesignThinkinghZp://en.wikipedia.org/wiki/Design_thinking
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It’suptous…let’sdoittogether…!
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TheVisionforcreaBngDesignCity
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DesignCityistheplacewherethebrainsofleadingcompaniesandinsUtuUonsworktocreatethefutureofbusinessandbusinessforthefuture.InDesignCitywerealizeaholisUcecodesigncentreforthesustainablewaywehavetodevelop,tocreateafutureformankindamongallotherspeciesonthisplanet.
DesignCityistheincubatorforsmartsoluUons,cleantechnologiesandanewwayofcooperaUon.TobepartoftheconceptofDesignCitymeanstobepartofaninternaUonalfellowshipwiththeaimof:
• Developingnewbusinessstrategiesandneweconomicpower• CreaUngnewandsmarterproductswithposiUveimpactfollowingthecradle‐to‐cradleprinciples• UsingmarkeUngstrategiestocarrysustainablesoluUons,serviceandproductsintoaglobalizedworld• ConverUngCSRstrategiesintoeconomics• FindingnewsoluUonsfortheproblemsofmankind
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TheRealisaBon
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BuildinghasbeenstartedinDesignCityasaplacewhereallcompanieswithanecoandsustainableapproachcanfindaplace.
• InbuildingsthatareconstructedwiththelatestsustainabilityKnow‐howandinaecodesignconceptofleadingprotagonists
• InanetworkofinsUtuUonsandcompanieswithclosecontactBetweenuniversity,designcollege,businessandconsulUng.
• Inaspaceofinterdisciplinary,openmindandthespiritofcooperaUon
• Inaglobalvillagerelatedtonatureandtechnology• InaregionwithbeauUfulnature,people,connecUon
toBalUcandNorthSeaetc.• Inalaboratoryfornewconceptsinfood,mobility,energyetc.
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SpaceforsustainableinnovaBon,clusterbuildingandservices
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• On22halandintotalforbuildings,greenpreservaUonandmarineareas• About100.000m2forpublicandprivateoffices,labs,services,educaUonandprivateresidences
• CerUfiedaferGreenMasterPlan&BuildingStandard• Solarpowered,waterpreservaUon,greentechinfra‐structureandembeddedbiodiversityprogram.
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SpaceforanewLifestyle
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Besidethespacefornewbusiness,alsoafutureprivatelifestylewillbepartofDesignCity.ResidenUalhomeswillwelcomefamiliesfromabroad,aninternaUonalschoolisavailableinKoldingalreadyandacombinedinternaUonalkindergartenandnurseryhomeareplanned.Thesurroundinggoodlocalbusinessandpublicnetworkwillalsobehelpfultoprovidecontactstoofferjobsforspouses.
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EducaBonandResearch
KoldingprovidesschoolsanduniversiUessituatedinthe
nearbyareaofDesignCity:
• UniversityofSouthDenmark• DesignSchoolKolding
• IBCInternaUonalBusinessCollage
LeadinginternaUonalUniversiUesandInsUtuUonswill
partnerupandestablishliaisonofficesorwholeenUUes
providingquickaccesstoresearchandknowledge…
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Animportantexample…
HassoPla@nerInsBtute
• SciencepatronProfessorHassoPlaZnerisco‐founderandchairmanofthesupervisoryboardoftheglobalsofwarecompanySAP.In1999heendowedthePotsdamHasso‐PlaZner‐InsUtuteforITSystemsEngineering.In2007itwasexpandedbytheHPISchoolofDesignThinking.TheinsUtuUoncooperatescloselywiththeHassoPlaZnerInsUtuteofDesignatStanfordUniversityinPaloAlto(“SiliconValley“).ThelaZerisalsoknownas“d.school”andispartoftheStanfordSchoolofEngineering.
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Source:Hasso‐Pla=ner‐Ins5tut
CopyrightDesignCityVestA/S2011
Anotherimportantexample…
• CradletoCradleDesign(someUmesabbreviatedtoC2C,orCradle2Cradle,orinsomecirclesreferredtoasregeneraUve)isabiomimeUcapproachtothedesignofsystems.Itmodelshumanindustryonnature'sprocessesinwhichmaterialsareviewedasnutrientscirculaUnginhealthy,safemetabolisms.Itsuggeststhatindustrymustprotectandenrichecosystemsandnature'sbiologicalmetabolismwhilealsomaintainingsafe,producUvetechnicalmetabolismforthehigh‐qualityuseandcirculaUonoforganicandsyntheUcmaterials.Putsimply,itisaholisUceconomic,industrialandsocialframeworkthatseekstocreatesystemsthatarenotjustefficientbutessenUallywastefree.Themodelinitsbroadestsenseisnotlimitedtoindustrialdesignandmanufacturing;itcanbeappliedtomanydifferentaspectsofhumancivilizaUonsuchasurbanenvironments,buildings,economicsandsocialsystems.
• Thecurrentmodelisbasedonasystemof"lifecycledevelopment"iniUatedbyMichaelBraungartandcolleaguesattheEnvironmentalProtecUonEncouragementAgency(EPEA)inthe1990sandexploredthroughthepublicaUonATechnicalFrameworkforLife‐CycleAssessment.InpartnershipwithBraungart,WilliamMcDonoughreleasedthepublicaUonCradletoCradle:RemakingtheWayWeMakeThingsin2002,whichisaneffecUvemanifestoforCradletoCradleDesignthatgivesspecificdetailsofhowtoachievethemodel.
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Source:Wikipedia
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AKeyforSucces:TheDesignCityClusterModel
DesignCityVestA/S,foundedasacommercialcompany,isestablishedtoservetheirshareholder.
TheaimofthecompanyistobuildupDesignCityinthe“KoldingÅpark”asasustainableareaandsellorrentouttheplannedbuildingsandparcels.
TocreateaneededbusinessmodelforDesignCity,whichgenerateslotsofprospectbuyersorrenters,
TheDesignCityCluster
wasinvented!
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SocietyandSocialCluster
FoodandAgroCluster
EducaUonCluster
DesignandMaterialCluster
EnergyandMechatronic
Cluster
MobilityandLogisUcCluster
GreenBuildingCluster
ConsulUngCluster
HapUcandBionicCluster
TesUngandCerUficaUon
Cluster
MediaCluster
FinancingCluster
DCVBulidingParcel
F
DCVBulidingParcel
G
DCVBulidingParcel
H
DCVBulidingParcel
I
DCVBulidingParcel
J
DCVBulidingParcel
K
DCVBulidingParcel
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DCVBulidingParcel
M
DCVBulidingParcel
N
DCVBulidingParcel
O
DCVBulidingParcel
P
DCVBulidingParcel
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SocietyandSocialCluster
FoodandAgroCluster
EducaUonCluster
DesignandMaterialCluster
EnergyandMechatronic
Cluster
MobilityandLogisUcCluster
GreenBuildingCluster
ConsulUngCluster
HapUcandBionicCluster
TesUngandCerUficaUon
Cluster
MediaCluster
FinancingCluster
TherearetwotypesofClusters:1) TheBasicClustersprovidesallneededknowledgeandresearchforthefuture
developmentofDesignCity2)TheThemeClusterhastheaimtomaintainthemesofimportantcharacterforthe
futuredevelopment
ConsulUngCluster
FoodandAgroCluster
• Bepartintheleadingbusinesscommunityofthe21stcentury
UnUlnowhighlyspecialisedexpertsofacertainareahavemettodeveloptopideas,technologiesandproducts.TodayitisonlypossibletogetanswerstotopissuesthroughmulU‐disciplinarycooperaUon.DesignThinkCityKoldingistheopenspacewhereselecteddisciplinescanbelocatedinsuchwaythatcross‐systeminteracUonswillleadtonewsoluUons.
• Don'tmissthechancetomakegoodbusiness–forasustainablefutureofmankindandyourbusiness.
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Whataboutyou…
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Thankyouforyoura@enBon…!
CopyrightDesignCityVestA/S2011
Contact
DesignCityVestA/S
Stenderupvej60
DK‐6092Bjert
Denmark
Web:www.DesignCityKolding.dk
Int.MarkeBng&DesignOffice:
EcoFITTA/SMr.IngoWalterscheid
Phone: +4551884050(mobile)
E‐Mail: [email protected]
March2011 27CopyrightDesignCityVestA/S2011