The partners in this initiative include the Vega School of Brand Leadership (Vega), the Cape Peninsula University of Technology (CPUT), the Cologne International School of Design (KISD), the Cape Town Partnership, as well as industry partners, ...XYZ Design and Formula D Interactive.
The collaborating entities aim to identify social challenges in The Fringe that could materially benefit from the implementation of design thinking solutions. This refers to the ability to combine empathy through ethnographic research, creativity and strategic thinking in formulating appropriate insights and solutions to identified 'wicked' problems.
Within this framework, the project will evaluate the current status of these challenges from various perspectives, and conceptualise innovative design thinking solutions that will address the social issues identified, and bring about positive, tangible and sustainable change for residents. Social challenges that will be addressed include connecting the community by addressing perceived security, transport and brand identity issues.
Multidisciplinary teams consisting of BA in Brand Building and Management, BA Honours in Brand Leadership students from Vega Cape Town campus, as well as graphic- and industrial design students from CPUT are participating in this real-life challenge that aims to culminate as part of a 2014 World Design Capital project. Vega, CPUT and KISD have already collaborated on the first leg of this year's project, investigating the damaging effects of gentrification on urban spaces.
Thys de Beer, brand strategy field navigator of Vega School of Brand Leadership, an educational brand of The Independent Institute of Education, explains why the school decided to collaborate on The Urban Studio Project: "Vega firmly believes in building healthy brands, and strives to enable our students to apply design thinking methodology to real-life in their projects. In line with this approach, we wanted to identify so-called fringe areas within Cape Town in which there is a need for social innovation and change.
"We subsequently identified that the Urban Studio Project aligned with these objectives, as it would enable us to utilise design thinking to help address social problems, and to collaborate with other partners who share the same view. Importantly, it will also allow our students to have practical and real-life experience in implementing this approach, and witness firsthand the positive results that will accrue."
De Beer adds that one of the central ideas of the project is to engage with the main stakeholders, and allow the students to better develop their capability to utilise empathy in their work, by gaining an understanding of the realities of life for key stakeholders in this area.
He concludes that the project is on track to achieve its aims: "Through tackling identified social issues, and adopting an inclusive and collaborative approach, we believe that the Urban Studio Project will succeed in ensuring that community members benefit in the long-term from a positive transformation of the Fringe area if these solutions are implemented."
