Marts N`Crafts in Teulada is a project that aims the revitalization of Teulada Street Market through the insertion of exclusive products, handmade by local artists in the workshops and ateliers situated in the abandoned structure, and sold by the traditional traders in the street market stalls. This fact benefits mainly the economy of the street market by attracting new kind of costumers of all ages, and also the local artists that can not allow the opening of a new store they are offered a space where can develop their work and share their knowledge among themselves.
I STRATEGIES OF THE PROJECT
1. VISUAL STRATEGY- It is been used an aesthetic strategy with cloth from Teulada Street Market and cloth manufactured by the local artist in the same Teulada Structure in order to generate an icon of the market that at a larger scale attracts peoples due to its temporality.
2. HYBRIDIZATION OF USE-by incorporate new program uses, like the playground, to generate friction between the activities and get an wider range of attraction. After the previous intervention we realize that parents want to stay at all times with the children, taking advantage of this fact the tours take place at different heights, thereby the child enjoys the game and the parent is forced to look at the products on display at its height without ever losing sight of the child. Due to this fact during the hole structure there will exist different routes for children and parents that gather together in strategic points.
3. NEW EXCLUSIVE PRODUCT – Nowadays the best way to compete in the market is through the exclusivity, in order to attract a diferente age range of consumers it is proposed to reach the youth costumers not by the price, or quality of the product buy by the temporality of the new trends, the exclusivity of products handmade by local artist that can share the history of the product whit the costumers.
4. SHARED INTERESTS- By using the structure as an expositor and the street market like the point of sale of the new products is achieved the interchange of the exclusive products of the artists with the great capability of the traditional street market sellers to trade. Each of them will achieve their own benefits, for de artists their product diffusion and for sellers a % of the sale or a tax reductions .
II DESIGN OBJECTIVES
Understanding the intervention as a friction place where the artists, customers and traditional sellers means the place could be work as a relationship incubator creating a network between the three levels of the industry process.
So the structure is understood like an container of several programs that can generate a new identity image for Teulada Street Market, and a new urban image that generate the arrival of new inhabitants that affects positive to the revitalization of the street market and of the entire neighborhood.
III DESIGN BENEFITS
SOCIAL- The project will attract all kind of people, of all ages due to the temporality of the intervention, his unusual location and the duration of the workshops, that creates the impression that is a unique time and onn-off situation. Besides will generate a community of artist, a new network of buyers that enjoys the direct communication with the handmaker, and also a strong relation between the traditional sellers and the new artists.
CULTURAL – Will be generated a share network of knowledge, that also gives an identity to the street market, and to the entire neighborhood.
ECONOMICAL-it can be an employment opportunity or a low risk solution to try out products and services on the market for the new artists. Beside, having a wider range of attraction due to the hybridization this generate the arrival of new inhabitants that affects positive in the economy of the market, reactivating it.
ENVIRONMENTAL- intervention produced with ephemeral or reused materials coming from the street market
IV DESIGN ELEMENTS
1. Hanging Cloth
One of the main design element in the project are the own handmade cloth and cloths from the street market, giving that identity of the context to the project. Instead of beeing an iconic strategy the placement and position of them will reflect the activity of the inside of the structure. Therefore the hanging cloth, conceived as vertical lines will reflect the playground zones. It will be take advantage of the structure of the hight tables, the ones that designers use for stand-up work in order to be hanged.
2. Structural Cloth
By structural cloth is meant papery folded clothes forming batteries, situated under the lower tables, serving as structure for these last ones, and helps to form up of several mechanisms of the children playground.
The colors used are associated to the Fashion colors. By dealing with the fact that cloths are multicolor, there have been a selection of the 10 colors more used for designers in the cloths fashion. Although by studying the past seasons three of them are always present in the same tone and light. So this three colors will be set for the fixed structural cloths, the horizontal ones, in a random way owing with the percentage of availability. In this case has been assigned 70% for dark blue, 20% for purple and 10% for light blue. The visual strategy for de movable cloth, the vertical ones, will give the identity of the changing time, by adapting to the color and percentage of each season as a function of the production of the local artists.
So the entire image of the structure will be changing during the time, and will always reflect the color trend of the moments, acting like an urban attractor to young fashionable people.
3. Modular table system
The furniture plays an important role in the project, basically is formed by a single element, compound by four standar units. This units offer the possibility of been embedded in different ways in order to provide the necessary mechanisms in each program of the structure. For the pop-up displays they form the shelves, in the Workshops Tables of different hight, adapted to the work requirements of the artist,and at the same time they are used in the development of the children routes.
The main idea is having the limit of all spaces, workshops/atelier, pop-up display configured only by an continue table. So the only element that separate the costumers, artists, from the gap are these elements.
Different uses are given to the accesses to the different floors through the combination of several design elements that transforms its. The stairs concept emphasize the existence of two different routes. Some places are simple accesses to the floor that allows children and parents go up side by side, on a stair design to be adapted to the hight of each of them, and in another space they separate in order to become a playful element, that allows children to climb and play whit the hanging or structure design elements.
The different design elements are coupled in order to form the different mechanisms that puts together the hole design of the structure. These mechanism responds at the same time to the necessity of each space, the children playground, pop-up display and workshops/atelier. The different routes are always present in each space, and have been designed by taking into account the recommendations of the book Tiendas : planificación y diseño by Klaus Pracht, in order to increase sealing. The main strategy used are the visuals of the costumers by going after the child, the direction of movement of the client, the visual direction of the costumers. The slide concept used in the design of the selves are also a recommendation proved that helps the better vision of the all products, and by consequence increase sealing.
1. Phase 1
The first phase consists in the creation of one from each program established in order to operate properly. Their will be created the first Workshop/Atelier, the suspended square, children playground and a pop-up display. But instead of having different physical spaces, the Atelier, Workshop and Pop up will be temporary and rotational in the same physical space. Having during a month on Day Markets Workshop, and Atelier the rest of the week. The pop up will be rotational each week, by displaying each artist work. This intervention will fill only the 25% of the existing structure, so the remaining and taking advantage of the privilege position and will be use to annunciate the project through graffiti paper dolls situated in the gap where the future workshop will be placed. The initial budget for this fase will be cover by the City Council.
2. Phase 2
The second phase consists in the creation of other 2 workshops linked by pop-up displays in the next 2 floors, transforming this way the horizontal children playground, into a vertical playground. The main budget of this intervention will come from private sponsors interested in advertise on the highest spots of the structure. The strategic spot has been study through a visibility analysis from the streets 300 m around .
3. Phase 3
For the last phase, pop-up display and top playground, will be used the budget gathered through the self-financing system. This system works by the feedback of the 69% of the gains of each artists by sealing their product in the market since they will be free of rates. The percentage is taken as in the studied reference Pop-up Hood in order to achieve the self-finance of the project.
VII FINAL DESIGN
Tiendas : planificación y diseño – Klaus Pracht
Diseño de puntos de venta – Marta Serrats