Tag: global approach (page 3 of 3)

VIENS A ENGHIEN! Promoted Place

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Why | To promote the city, its thermal character, spa and lake
What | Team management + analysis + benchmarking + city marketing strategy
Where | Enghien-les-Bains, France
With |  ESSEC
Who | For city of Enghien-les-Bains

The project took place within the framework of an urban marketing and territories valorisation workshop. It was about suggesting trends of development for the only thermal town in the Ile de France (Paris region), Enghien-les-Bains. The work ran according to 5 steps.

First the material (the thermal city) had to be defined. It is put into its geographic and historical context. An analysis has been made about its strengths, weaknesses, opportunities and threats on the thermal tourism or local tourism market.

Then we selected comparable cities to Enghien for their customers basin, urban context, performance…

After research, 7 cities appeared as the best models. Those towns have been analyzed and completely evaluated. In marketing terms, we call that a benchmarking. After that step, it was possible to transfer progression factors to our product. A thermal plan has been developed around 3 actions : to design, to innovate, to communicate.

Finally we suggested a continuous re-evaluation of the thermal policy with the means of satisfaction surveys, market research, deeper benchmarking studies… The secret for a constant valorisation!

CREAPOLE, Redesigned Mine Centre

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Why | To redevelop a post-industrial area
What | Team management + analysis + organic/phased masterplan + office modular system
Where | Wallers-Arenberg, France
With |  ENSAPL
Who | For city of Wallers-Arenberg

After the exploration of the whole Regional Natural Park Scarpe-Escaut, we focused on Wallers-Arenberg mining site.

It stretches on 14 hectares and is made of a pit where a high slag heap stood, about 10 listed buildings of which 3 are head frames, a flat slag heap, subsidence basins and a former railway used to evacuate coal. It is located between a mining village and a national forest, not far from famous race “Paris-Roubaix”.

We took down and analyzed important components: landscape, historical review, population, infrastructures, scales, private and public stakeholders on the site. That is how we have drawn 3 poles to develop: mine memory, sports and leisure, companies development. We called it “Créapole”.

The pit becomes a transitional garden between the forest and the town. An interior street leads off to the young firms that can develop according to the need (offices/workshops modules). The reception of the Natural Park, the head office of the community of communes, a swimming-pool and a memory pole revolve around a designed square.

The workplace modules are built upon firms’ request. Around a sanitary hard newel, partitions create rooms. The modules can be combined to create rooms from different sized according companies’ needs.

ACTIF EN BALAGNE! Revitalized Region

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Why | To revitalise a whole shrinking region
What | Analysis + strategies
Where | Balagne, Corsica, France
With |  ENSAPL

Within a team, we analysed an entire shrinking region (activities, landscape, population, infrastructure) and conceived a strategy for integral revitalisation.

The goals were to analyse the region, to reveal its entities, its strengths and weaknesses in the aim to suggest a strategy to the Communauté de Communes de Calvi. Indeed, the Haute-Balagne region sees its population moving to the continent because it cannot offer means to dwell in, work and to entertain all year long. Many sites lack access and several inhabitants living in villages are very much isolated. Tourism is not only almost the only activity of the region, but it runs only 4 months a year and concentrates on the coast close to the big cities (Calvi and Ile-Rousse).

Nevertheless, the area possesses lots of potentials. Great rich plains stretch from the mountain, the climate is ideal every season, living in small suspended villages provides a great quality of life, quiet, healthy and close to the nature. The recent creation of the Community of municipalities is an important motor to revitalize the region. It allows the development revolving around 3 main trends: Exchanging and connecting, Diversifying the activity, Revealing the territory.

In concrete terms, every entity reveals its natural asset with the help of new infrastructures and activities staging its qualities.

The balance is made between the mountain villages and the coast cities by the implantation of complementary activities like green tourism, biologic agriculture, cultural centres, alternative energies research centres… The region will become attractive and not dependent on the continent anymore. As a result, its population is aware of the common heritage of their country and tends to valorise and to re-appropriate it (meeting places, associations house, auditorium, care centre, library…).

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