Tardeo Point is a project that answers to several controversies concerning Alicante’s nowadays situation, trying to solve the main problem regarding Tardeo’s waste management through an urban intervention constructed with tricky refuse from Alicante’s industry.
Plaza 25 de Mayo, also known as the Plaza de las Flores, is a crowded square in central Alicante located at the rear of the Central Market. Because of many reasons -among which centrality, a good price (drinks and snacks selling) are to highlight -a place has been set where people flock on Saturdays to celebrate Tardeo.
The project searches through the concepts of decongestion and proper waste management to give a new urban landscape to Alicante’s downtown, specially to 25 de Mayo square, improving the situation of anyone involved on it. It serves of the event of Tardeo as an impeller platform and example of proper recycling and as a social awareness tool.
-The Coca-Cola Company
-Bars and Cafeterias
-Central Market Flowers Stand
A major controversy is the enormous amount of waste produced by users Tardeo. This far exceeds the capacity of the containers in the square (bins, collection of bar owners of bottles they sell…). This means that at the end of the day on Tardeo in Plaza 25 de Mayo (19:00 on Saturdays) soil, pots… will be filled with bottles, cans, cardboard trays.
This dirt is cleaned by street cleaning services INUSA, by taking over 4 hours to collect all the accumulated rubbish and representing for the city council an extra expenditure of almost 1000 euros.
This project tries to give a gateway to trash that is collapsing nowadays bars and cafeterias, Coca-Cola bottle boxes. It is not only being accumulated in bars but also in the factory itself. Ever since late January we have been receiving new of the closure of Coca-Cola’s headquarters in Alicante, this issue has caused a controversy in several bars from Alicante. During months there was no place for them where to return this bottle boxes and they had been taking off place in their bars. This issue also concerns Coca-Cola Company itself which has not only seen a decrease on its sales but also a higher spent on the transport from their goods to the nearest company spot in Valencia.
The happening of Tardeo every Saturday midday blocks the exhibitor of Central Market flower’s stand, causing this specific commerce a big loss on their monthly vending. This is the most affected agent by Tardeo, which have seen their sales extremely diminished.
When extreme climatic conditions happen people looks for refuge. 25 de Mayo Square is a hard plaza with no sunshades but the ones that belong to the flower’s stand and bars La Rotonda and Jamaica. In rainy days or – more commonly- very sunny days people tend to search for shelter underneath the flower’s stand porch disturbing the commerce regular activity and blocking the views of the stand.
As mentioned on previous Phases, 25 de Mayo square is by now completely crowded, the huge amount of people gathered on this square every Saturday makes the meeting not only uncomfortable but even risky.
STRATEGY 1 – TARDEO-POINT TRADEMARK
The first strategy is to create the association between all the involved agents in the project: the Coca-Cola Company, bars, flower stands and Tardeo users.
STRATEGY 2 – USE AS BASE MATERIAL COCA-COLA BOXES
Give a gateway to the boxes that had been accumulating for months in bars, cafeterias and Coca-Cola headquarters in Alicante, creating a device with a multiple functions, as a new exhibitor for the flowers’ stand, as a new sunshade for Tardeo users and as a separation in-between them.
STARTEGY 3 – TARDEO AS MESH-FABRICATION SPOT
Both with the intention to create a social conscience and also to output Tardeo trash – mainly beer bottles- a mesh made out of beer bottles will be created by the same users of Tardeo, once they had been emptied, they will be hanged on the above mesh.
STARTEGY 4 – CITY BRANDING
With both the intention to announce the future spots of Tardeo and the intervention that is going to happen in the central Market, some branding devices will be located on the new Tardeo-points.
STARTEGY 5 – BOTTLE MESH BRANDING
With the intention of creating a social awareness on the trash created and the need to recycle, the bottle-mesh created during Tardeo event will MOVE to the Tardeo-points, both to relate this spots with Tardeo and also to create a general mind on the need of recycling.
Phase 1 – Central Market Construction
The project will be developed in two main phases; the first phase will be happening on 25 de Mayo Square, first the boxes device will be constructed during the week after the Tardeo Point Association has been made, ALOA [Asociación de Locales de Ocio de Alicante] will be the one in charge of the delivery of this boxes and Tardeo- Point Association will be in charge of constructing the sunshade. This sunshade will be ready for the Saturday and a mesh, where people can hang their bottles will be dispose, so the fabrication of the Bottle mesh will be occurring during the Saturday.
Phase 2 – City Appropiation
To do so the main strategies used will be BRANDING of the event strategies 4 and 5 are the ones that will be developed here, after they had been used during the weekend on tardeo, during the week this meshes will go to the Tardeo-ppoints bars to serve both as a shadow and also as a reminder of the need of recycling.
In order to create the most proper tool according to the device constructed on the 25 de Mayo Square, some parameters had been taken into consideration.
The creation of this sunshade to two determinant factors, the need of ANY user – but specially for the Tardeo users- of the 25 de Mayo Square of a proper place where to hide from extreme climatic conditions. And the fact to serve as a new shelf and expositor for the flowers’ stand in this square, this flowers have a very specific condition of sunlight needs- as it is the basis of its nourishment- and also will serve as a new exhibitor with improved conditions that the ones they had before.
To do so, many factors had been taken into consideration, such as the sunlight study, sales study and plant distribution.
By studying shadows in 25 de Mayo square, It is decided finally to put Sunshine in this position.
FLOWERS DISTRIBUTION AND EXHIBITOR HEIGHT
BOTTLE-MESH CONSTRUCTION STARTEGY
This mesh will hang over the users head, reminding them the need of recycling.
In order to be aware of attachment an detachment on the bottles in the mesh and so it becomes the most comfortable it can be a study about the medium user height has been made looking forward to facilitating both tha action of the users hanging the bottles and of the INUSA workers when thy try to collect them.
BOX ATTACHMENT STRATEGY
The boxes will be attached one with another with bridles that ensure a fixed and secure union in-between the boxes.
To create a connection between the hanging bottles and the flowers, an irradiating system has been created in order to water passively the plants while the mesh is hanging. This system favours the proper development of the plants and also creates a humid atmosphere for the Tardeo users that allows them to refresh.
TARDEO POINT IN 25 MAYO SQUARE
OTHERS TARDEO POINT IN ALICANTE CENTER
.Increase relations between diferents groups in the city and promote citizen participation.
.Improve quality of life because people are more comfortable.
.More interaction between Tardeo Users with bars and cafeterias.
.Create an own image and an identity for this movement called Tardeo [Coca-Cola boxes and bottles mesh]
.Promote one Brand (Coca-Cola) that is very burnout because Alicante Coca-cola factory has been closed.
.Promotes a new network inbetween Coca-cola Company, Bars and Cafeterias and Central Market Flowers Stand.
.It supplies the needs [Recycle, urban furniture and shadow] of Tardeo users in 25 de Mayo Square.
.Promote healthy habits between citizen. They raise awareness that can enjoy without disturb at the others.
.It boosts Tardeo activity.
.It proposes new squares and new ways related with Tardeo than just the obvious ones.
.It creates new urban landmarks.
.It takes advantage of an existing phenomenon, taking it as an opportunity.
.It enlarges the benefits of Tardeo in Bars and Cafeterias during the week.
.It creates a new marketing Strategy [Branding doll, and Bringing Bottle Mesh to the Bars entry]
.Using recycled materials leads to save money in the construction of urban furniture. Every infrastructures are constructed by this kind of materials.
.Reactivate commerce of Central Market Flowers Stand.
.Greater empathy between people that provokes more benefits to the Coca-Cola Company.
.Takes an economic benefit recycling the bottles that were formerly thrown to the general rubbish.
.Enlargement of the shadow surface to stay, therefore inducement to economical increase.
.Economical network inbetween involved agents [Coca-Cola Company, Bars and Cafeterias, and Central Market Flowers Stand]
.This intervention save fuel because it reduce meters in terms of transport of construction material (boxes are very close of the construction place).
.Also, it avoid that waste goes to the recycling plant, saving in terms of treatment waste.
.Creates an urban landscape out of a local trash [Bottle boxes of Coca-Cola]
.Promotes mobility on an environmental respectful way.
.Tardeo users will create their own shadow with their bottles. [Bottle mesh]
.Avoid bad smells produced by remains of liquid in the bottles. This is possible thanks to [Watering – Bottle Strategy]
Exhibitor flowers Stand: