Building=Building=

process of buildingprocess of building

a buildinga building

How buildings learnHow buildings learn

Most architecture is designed Most architecture is designed not to be changednot to be changed

Yet is has to and will adapt Yet is has to and will adapt

Perfection is the enemy of Perfection is the enemy of adaptationadaptation

We shape our buildings We shape our buildings and they shape usand they shape us

Adaptable = aliveAdaptable = alive

Age + adaptablity = Architecture we loveAge + adaptablity = Architecture we love

Because each one living in the house has Because each one living in the house has added quality and historyadded quality and history

Low rent = High adaptabilityLow rent = High adaptability

Home or investment?Home or investment?

Buildings last as longBuildings last as long

as love to them is greater as love to them is greater

than trouble maintaining themthan trouble maintaining them

BewareBeware

Poor adaptability i #1 killer of lovePoor adaptability i #1 killer of love

Water is #1 troubleWater is #1 trouble

AdditiveAdditive

ExternalExternal InternalInternal

Imagine Imagine to build the envelope for the downpayment to build the envelope for the downpayment and keep developing the house for the amount and keep developing the house for the amount

you would have used for interest paymentyou would have used for interest payment

From planning for present userFrom planning for present userto scenarios for future usersto scenarios for future users

Whatever you are ready for will not happenWhatever you are ready for will not happen

Whatever you are not ready for willWhatever you are not ready for will

Design for ReuseDesign for ReuseDesign for DisassemblyDesign for Disassembly

AdaptabilityAdaptabilityNever let the long life layers fixate the short lifeNever let the long life layers fixate the short life

Layers:Layers: SiteSite StructureStructure SkinSkin ServicesServices Space planSpace plan StuffStuff

TimeframesTimeframes Permanent or mobilt?Permanent or mobilt? 50 year +50 year + 30 year +30 year + 20 year +20 year + 5 year +5 year + 1 year1 year

AdaptabilityAdaptabilityNext technologyNext technology

Layers:Layers: SiteSite StructureStructure SkinSkin ServicesServices Space planSpace plan StuffStuff

TechnologyTechnology New urbanismNew urbanism Roof on columnsRoof on columns Glass and sprayed compositeGlass and sprayed composite Attached installation and energy moduleAttached installation and energy module LEGO systemLEGO system Living furnitureLiving furniture

Innovation=Profit growth=Value for customers

Expenses

Customer valueCustomer value

FunctionalFunctional ComfortableComfortable HealthyHealthy

EconomicalEconomical ReliableReliable SustainableSustainable

CreativeCreative AdventurousAdventurous WauwWauw

SocialSocial IdentificationIdentification SensualSensual

Tool for:Tool for:

Evaluating products/servicesEvaluating products/services Developing strategyDeveloping strategy Creating new ideas/conceptsCreating new ideas/concepts Evaluating new ideas/conceptsEvaluating new ideas/concepts

FunctionalFunctional

PerformingPerforming FlexibleFlexible ErgonomicErgonomic Plug & PlayPlug & Play

ComfortableComfortable

SupportiveSupportive ConvenientConvenient AdaptableAdaptable MobileMobile

HealthyHealthy

SafeSafe ProtectiveProtective HealingHealing

EconomicalEconomical

Value for moneyValue for money Minimal consumptionMinimal consumption Minimal maintenanceMinimal maintenance High second hand valueHigh second hand value

ReliableReliable

No “down time”No “down time”

DurableDurable

RepairableRepairable

ReplaceableReplaceable2000 planes no fatal crash

SustainableSustainable

Minimal resourcesMinimal resources

Minimal pollutionMinimal pollution

RecyclingRecycling

CreativeCreative

ArtisticArtistic UniqueUnique StorytellingStorytelling Co-designedCo-designed

AdventurousAdventurous

SurprisingSurprising ThrillingThrilling DaringDaring ChallengingChallenging ExperimentalExperimental

WauwWauw

SeducingSeducing PassionatePassionate LiberatingLiberating CuteCute

SocialSocial

AffectionateAffectionate ResponsiveResponsive OutgoingOutgoing InteractiveInteractive

IdentificationIdentification

MeMe UsUs Our familyOur family Our countryOur country Our cultureOur culture

SensualSensual

BeautifulBeautiful MusicalMusical GourmetGourmet AromaticAromatic Touch(-ing)Touch(-ing) ””sixth sense”sixth sense”

BrandBrand

- CredibilityCredibility- ConfidenceConfidence- ResponsibilityResponsibility

ViralViral

- When something arouse the customers When something arouse the customers enthusiasmenthusiasm

- Stay in her mindStay in her mind- And make her recommend it to friends And make her recommend it to friends

- It’s a relation between the product and the It’s a relation between the product and the useruser

Balance between offering and customer valueBalance between offering and customer value

Product offering

Customer Value(individual in a social/cultural context)

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Bottom lineBottom line

FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual

Customer value Product offeringCustomer value Product offering

MatrixMatrixUser/real estateUser/real estate

FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual

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Drivers: Push & PullDrivers: Push & Pull

Technology pushTechnology push ITIT

e-business, www, pervasive e-business, www, pervasive computing, wirelesscomputing, wireless

NanoNano surfaces, selfcleaning, surfaces, selfcleaning, energyproducing, intelligentenergyproducing, intelligent

BioteknologiBioteknologigenetech, bionikgenetech, bionik

Market pullMarket pull Market Market

Globalisation, knowledge, out-Globalisation, knowledge, out-sourcing, culture, eastsourcing, culture, east

New customer demands, New customer demands, ddemography, culture, lifestyle, emography, culture, lifestyle, trendstrends

Legislation, tax, subsidies,Legislation, tax, subsidies,energy pricesenergy pricesworkers safetyworkers safetyEUEU

InnovationsområderInnovationsområder

LeadershipLeadership Business modelBusiness model

AlliancesAlliances

ProductionProduction CompetencesCompetences

Core processCore process

ProductProduct DesignDesign

Infra structureInfra structure

ServiceService

Customer relationCustomer relation Sales channelSales channel

””Brand”Brand”

User situationUser situation

MatrixMatrixUser/businessUser/business

FunctionalFunctional ComfortableComfortable HealthyHealthy EconomicalEconomical ReliableReliable SustainableSustainable CreativeCreative AdventurousAdventurous WauwWauw SocialSocial IdentificationIdentification SensualSensual

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