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N.I.C.E. AWARD 2015 / WINNERS<br />

Project: HOME BACK HOME<br />

Presenter: PKMN [pacman] Architectures<br />

Madrid, Spain<br />

Interviewee: Enrique Espinosa<br />

www.pkmn.es<br />

Photo: Javier de Paz García<br />

The N.I.C.E. Award 2015 is looking for new and stimulating<br />

innovations that are solutions to global problems.<br />

What problem do you address with your project?<br />

HOME BACK HOME cares about one of the biggest effects<br />

of the last decade’s crisis, related to unemployment, which<br />

is still a current affair and really harmful, especially in PIIGS<br />

countries (Portugal, Ireland, Italy, Greece and Spain): the<br />

disemancipation of people aged 18-35, forced to turn back<br />

to live with their parents. In Spain, between 2007 and 2014<br />

more than 500,000 people suffered from this social stigma<br />

and more than 350,000 homes experienced a controversial<br />

change in terms of identity, privacy, economy and spatial<br />

conditions, together with a social problem related to the<br />

feeling of failure. We took this problem as an opportunity<br />

for optimism, innovation and positive change.<br />

What reactions have you received yet? Is the world<br />

ready for your solutions?<br />

We have received positive reactions from cultural institutions<br />

and people affected by the problem. This feedback<br />

was focused on the creative way we proposed for treating<br />

this social conflict from the field of architecture and design.<br />

The main challenge is to revert the sense of failure that<br />

disemancipated people feel, aggravated by our competitive<br />

society, so that people understand they are not responsible<br />

but rather victims of a complex global affair that – if looked<br />

at from a positive point of view – may have the potential<br />

to build a community able to share experiences, tools and<br />

knowledge so that it becomes part in public agendas.<br />

What are the creative and business characteristics of<br />

your project? Can both, business and creativity, be<br />

distinguished clearly?<br />

The creativity relies on connecting art, activism, social<br />

change, personal identities and design in a way that allows<br />

the development of a research and action project able to<br />

reveal contemporary concepts, such as domestic economies,<br />

shared property, new affective structures, hosting<br />

protocols and personal identities. The business (and social)<br />

impact of the project is based on the power of communities:<br />

500,000 people and 350,000 homes are a relevant<br />

social mass, connected by similar feelings and needs that<br />

may share knowledge and resources through a platform<br />

which is also open to public institutions or private investors.<br />

55

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