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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 />
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