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Scenarios and Patterns for Regiobranding – Rural-urban Territories in the Metropolitan Region Hamburg

ISBN 978-3-86859-510-9 https://www.jovis.de/de/buecher/product/scenarios_and_patterns_for_regiobranding.html

Scenarios and Patterns Maddalena Ferretti For the investigation of the three rural-urban areas in the metropolitan region of Hamburg—Focus Regions of the project Regiobranding, qualitative methods—in addition to traditional quantitative instruments (GIS, mapping)—have been employed to work with a direct experiential knowledge of the context, while proving the observations with scientific data. The qualitative methods include field research, expert and group interviews, photographic surveys, perceptive analysis of spatial and building features, categorisation of spatial and architectural elements, and outlining development paths. A specific methodology based on pattern analysis and scenario-building has been conceived and tested. This aims to analyse and survey the relational structure of buildings and settlements (patterns) in the territory as well as their potential development paths (scenarios), fostering the inclusion of new operative tools for urban disciplines. Patterns establish a specific relation of single objects or elements in themselves and to one another, as well as with the surrounding context. They repeat in a specific context with a certain incidence and in a certain quantity, so that they become a characteristic recognisable trait. For this reason, they can be categorised according to some rules. Starting from the definition of “patterns” by Christopher Alexander (1977), the pattern analysis aims to point out not just the frequency of these characteristic elements in the territory, but especially the complexity originating by their belonging to a larger spatial system. The relevance and intrinsic possibilities of patterns derive indeed from their relational features, which includes physical, functional, and ideal connections with the context. Thus, pattern analysis calls for a trans-scalar and complex approach that keeps together material and immaterial aspects, spatial surveys beside perceptive analyses, and semantic evaluations. Differing from traditional analytical methods, the pattern analysis is illustrated in the relative chapters almost only with photographic materials to stress the experiential discovery of the territory, like a trip in the region. Following the Regiobranding logo—where red stands for settlements, green for natural spaces, and blue for water—the pattern analysis is structured according to the three relevant spatial issues in the Focus Regions, which correspond to likewise interpretative categories of the spatial system: “Water and Wind”, “Agriculture”, and “Settlement structure”. 16 INTRO

Auswahl Selection MUSTER PATTERNS Musterelementekatalog Catalogue of pattern elements Projektion Projection Analyse Analysis KULTURLANDSCAHFT CULTURAL LANDSCAPE Szenarienbildung Scenario creation Szenarienvergleich Scenario comparison SZENARIEN SCENARIOS Szenarien Scenarios Transfermatrix Transfer matrix Transfermatrix Transfer matrix Patterns and scenarios methodology, Design: Maddalena Ferretti © Regionales Bauen und Siedlungsplanung LUH Scenarios are “images of possible futures” (Salewski 2010). They set different (sometimes extreme) spatial and territorial visions for a given context. Like pattern analysis, the scenariobuilding method conceptualises territory as a relational system. The two tools have been used in parallel, such as in design, where a constant step back and forth through scales, objects, and visions enables new knowledge and concepts. Design is understood as “a tool of reading, of conceptual innovation” (Bozzuto et al. 2008; Viganò 2014), a reference to its selective and reassembling capacity and to its anticipatory and visionary quality, elements that are brought into the scenario-building process. Proposing a re-elaboration of “La Prospective” (Berger 1960), scenariobuilding consists of six steps. First, strategic questions are set, defining alternative premises, and in parallel, trends and driving forces of the analysed area are identified. Through this gained understanding, some logic, or rules, to which the scenarios must be subjected, can be fixed. The explorative scenarios can then be implemented, each linked to a particular aspect detected in the initial phase. The subsequent evaluation step serves to test and enhance scenarios to reach “explorative prospectives”, the final output of the process (Ferretti 2017). With scenarios, it is possible to extract specific features of an area and project them to the regional scale. Scenarios here are not INTRO 17