Communication concept, strategy & design
IABR (International Architecture Biënnale Rotterdam) edition 'The Next Economy' is organized from the need to formulate a new understanding of the city. What does the city of the 21st century require? How does this city look like? And also, how do we deal with each other in the new economy? What are socially societal challenges that we may encounter, and how do we fight it? What impact can architecture have on these challenges?
There is debate needed on this theme. A debate in which different groups engage in conversation with each other: architects, economists, politicians and planners. The townspeople should be involved in the discussion too: "They are living in the city and can tell you from personal experience about how they experience the city life." (Curator Maarten Hajer)
Several designers / thinkers have a vision of the new economy. These visions are made tangible by IABR for visitors to the edition, so they are confronted, become related with the subject, and form an opinion about it.
Starting Point
Fueling a debate amongst designers, urban residents, architects, economists and politicians to demonstrate visible and tangible perspectives that relate to the innovative future-oriented character of the IABR. Visitors to the IABR experience for themselves how and what the new economy is and what are its characteristics, not just some elitist project imposed from above as it was viewed until now.
made by
Harm van Reenen
