Charting the Emergence of a. in Venice, Italy. Population Change. LAURIE ZAPALAC MIT May 2010

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1 Charting the Emergence of a Knowledge Economy in Venice, Italy LAURIE ZAPALAC MIT LZAPALAC@MIT.EDU May 2010 Population Change SOURCE: The Venice Report,

2 20th Century Challenges Industrialization High Water Mass Tourism 21st Century Responses Sustainability MOSE System Digital Technology? 2

3 How is work changing? A knowledge economy recognizes: information as raw material knowledge as a tool the development or application of ideas as the critical -- if not central - part of the labor process. The Age of Discontinuity (Drucker, 1969) Why is the historic center attracting knowledge workers? Characteristics? Strategy for regeneration? Opportunities and limits? Methodology: Interviews and Case Studies to develop a working hypothesis (phase I) 3

ideas as the critical -- if not central - part of the labor process.

4 Place Knowledge City Knowledge (Carrera, 2004) Embedded Knowledge Accrued Knowledge Real Time Information Feedback Place Knowledge City Knowledge (Carrera, 2004) Accrued Knowledge Feedback Embedded Knowledge Real Time Information 4

Feedback Place Knowledge City Knowledge (Carrera, 2004)

5 What types of activities have emerged? Knowledge transferring Vento di Venezia Old boats + Boat building craft Ski Stradivarius Surplus cured wood + Boat building craft Graphic design I Tre Mercanti Food & wine products + Trade / shipping Restored boats Design school Custom snow skis Curated selection for the new global market place What type of activities have emerged? Information-driven Bressanello Art Studio Studio Camuffo Relaciones Forma Urbis Visual information + Digital editing Interior design Cultural information + Commentary Media design Tourism information + Analytics Media design City information + Analytics Software design Digital art Installations Publications, media Events Consulting reports Branding / marketing Resource management Digital models 5

shipping Restored boats Design school Custom snow skis Curated selection for the new global market place What type of activities have emerged?

6 Where do they locate? Distributed Near major routes Convenient to transportation needs Where do they locate? Knowledge transferring = more resource-specific Information-driven = more responsive to other factors 6

transportation needs Knowledge transferring = more

7 Where do they locate? Limited competition with tourist activities In small spaces (little inventory requirement) In the virtual realm Where do they locate? On the ground floor (5/7) in former storage spaces (4/7) High water not a significant deterrent Live-work proximity 7

inventory requirement) In the virtual realm On the ground floor

8 How do they work? How do they use space? Tech savvy; concerned with visual output Office as design / production space, not client meeting space Adaptable How do they work? How do they use space? Sophisticated use of public space Small-scale, dense, mixed-use and car free = asset Place value on sensory experience 8

not client meeting space Adaptable Sophisticated use of public space

9 When have these activities emerged? After the 1996 Master Plan In relationship to changes in digital technology As a by-product of 20th Century impacts on the city When have these activities emerged? While population has been declining In absence of venture capital census: employment in professional activities almost doubled 9

by-product of 20th Century impacts on the city While population has been declining

10 Who do they involve? Venetians as well as other Italians Work experience outside the historic center Small core: 1-3 key partners; but highly scalable Why locate in the historic center? Proximity to input resources Worker satisfaction and performance: identity / lifestyle / social needs Branding value; proximity to point-of-sale is less relevant 10

core: 1-3 key partners; but highly scalable Why locate in the historic center?

11 Why locate in the historic center? Digital technology facilitates new ways of working. The boundaries between work and leisure are diminishing. The historic center fosters systems / network thinking. Why is the historic center attracting knowledge workers? Locating in the historic center offers a competitive advantage while meeting lifestyle objectives. Knowledge workers place high value on: real-time information place knowledge feedback They rely on the physical realm to: reinforces social relationships live and work conveniently inspire creative thinking 11

Why is the historic center attracting knowledge workers?

12 Hypothesis Testing PROXIMITY Input proximity Production Client proximity COSTS Rental costs Housing costs Planning initiatives AGGLOMERATION All firms Knowledge firms By sector / tourism RESIDENTIAL Population Amenity proximity Housing proximity CIRCULATION Pedestrian Transportation (out) Canal transport (w/in) CONDITION Building type / age Building condition Acqua alta Implications We are on the cusp of a new understanding of We are on the cusp of a new understanding of the productive potential of historic cities and a new capacity to realize direct economic value from cultural heritage, especially place knowledge. 12

(w/in) CONDITION Building type / age Building condition Acqua alta Implications We are on the cusp of a new understanding of We are on the cusp of a new

13 PRELIMINARY REPORT: September,

Welcome & background. www.theperfumefactory.info

Welcome & background. www.theperfumefactory.info Welcome & background Essential Living welcomes you to this community involvement event introducing the proposed redevelopment of The Perfume Factory, North Acton. EXISTING SITE PLAN AERIAL VIEW OF SITE