Neu Marx: Urban Experience Project #1 by cowsinjackets

Posted on | August 9, 2012

We just completed the first Urban Experience Project in Neu Marx.

Neu Marx is located in the third Viennese district and hosts the Austrian captial’s first media quarter. More than 70 companies have settled in the area, among the Austrian headquarter of T-Mobile, the Campus Vienna Biocenter, the Vienna Film Commission, the University of Applied Sciences Vienna, Seven One Media and Echo Media House.

The problem: People don’t interact with each other.
My immediate sensing revealed: They don’t have any reason to walk through the space due to lack of infrastructure. No supermarket, no bar, no newsstand, only one restaurant that shuts its doors right after lunch.

Task of this Urban Experience Project #1 was to stimulate the discussion among the employees in Neu Marx, invite them to connect on- and offline and tour and discover the space between the beautiful historic brick buildings and new buildings.

Many visits to Neu Marx, an extensive swot analysis and a workshop with the board of the area’s location management agency and the center of Innovation and Technology Vienna fueled into an urban experience strategy created through a collaboration between LHBS, Joanna Bakas and Stefan Erschwendner and cowsinjackets.

I was invited to curate the neighbourhood branding intervention. 17 stations throughout Neu Marx were defined, artists selected, a theme developed. In my function as the project’s curator, I called it ‘language in space’. Why language? Further sensing revealed that the representatives of the 3 industries in Neu Marx ‘media – research – technology’ speak contemporary languages that consist of trends, key data, formulas and technical terminology which create curiosity but also resentment when not understood. ‘sprache im raum’ visualizes some of these signs, codes and day-to-day terminology and aims to stimulate an information exchange to make People meet and talk.

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