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Attract more people and businesses!
A place should reveal its personality, emphasize its sense of purpose and play to its strengths!
Differentiate or Fade Away!
DNA PlacePrinting Process
Step 1: Identify the current story that dominates about the place.
Step 2: Decide what the story should and could be. (Unifying DNA)
Unifying DNA Message 1 Home Aimed at South of Gerrard Asians away from India Bazaar Home Aimed at non South Asians and younger Experience generation the cultural Aimed at all South Asians diversity of Message 3 Message 2 India Local Spice up Cultural your day Vacation
Step3: Formulate creative and achievable ‘symbolic actions’ to make the story stronger, truer and easier to spread.
Gerrard India Brief Snapshot of Three DNA Bazaar PlacePrint Projects Cabbagetown Kennedy rd BIA
Gerrard India Bazaar DNA Objective: To align the identity of the place with its experience that is perceptibly authentic. And to replace current unhelpful perceptions with more compelling ones and to create certain fresh perceptions where there were none before.
Current Story that Dominates about Gerrard India Bazaar…
Characterless Streetscape
Indian Themed Public Art on Planters
Indian Floor Art
Cabbagetown DNA Objective: To replace current unhelpful perceptions with more accurate, up ‐ to ‐ date and compelling ones and to create certain fresh perceptions where there were none before. And most importantly, to answer the questions: Why Cabbagetown? and why does it matter?
Current Story that Dominates about Cabbagetown…
A Quic A Quick Note on k Note on Reckoning w ith oning w ith Ne Nega gativ tive Perceptions… ceptions…
An Overwhelming Plethora of Evidences that Cabbagetown is full of Creativity Music Studios Film Festivals Publishers and Arts and Crafts History: creative people Festival Writer (www.cabbagetownpeople.c Free the Children workshops Com m unity a) Famous Writers Headquarters festivals Unique Unique Shops Famous music restaurants artists Gay community Toronto Dance and pubs Theatre for Public Art Creative U for Change Children Cultural Diversity Class Dance Umbrella of population Heritage and Ontario Architecture Economic class Cabbagetown diversity Dance Umbrella Community Arts Jet Fuel Centre of Ontario
• Creative people Message 1 • Creative amenities (dance Creative school, music studio’s, publishers, workshops, etc) • Unique shops Ecosystem • Festivals • Strong sense of community • Film festivals and arts and pride craft festival • Friendly people • Creative agencies • Different cultures and • and so much more… economic classes living in harmony • Architecture • Creative community An All ‐ • Riverdale farm • Gay community • Heritage embracing • Community centres and • Unique shops associations Creative • Gardens • Parks Oasis! Message 3 Message 2 Authentic Community Physical Vibes Beauty
Inclusive Creativity over Exclusive Creativity! Cabbagetown + Creativity = RELEVANCE!
Flags are in the Residential Area but none in the BIA strip!
The ‘Cabbatownishness’ should be in the details.
Kennedy rd DNA Objective: To meaningfully raise the profile of Kennedy rd BIA in the minds of people. And most importantly, to answer the questions: Why choose Kennedy rd BIA and why does it matter?
Not your typical BIA
“Furniture and electronics” “Scarborough” BIA?? “where??”
Home Furniture Improvement Computers Grocery Electronics Carpets Drapery Appliances Flooring BBQ’s Car Repair Gardening Swimming Pools Pets and Pet Stuff Blinds
Kennedy 401 is the “go to Message 1 place” for all your home needs. The hub (Furniture, electronics, computers, appliances, carpets, People improve their for ‘home mattress, flooring, pets, pools, homes to improve their gardening, patios, and much everyday life and sense of stuff’ more.) belonging. A house has no soul until it becomes a home. This message is Kennedy 401 has the designed to entice people largest collection of home to invest in heir homes To Create a related stores in the GTA. and to remember Kennedy With them all conveniently Better rd BIA from an emotional located on one street, you sense as to where they Everyday have a variety of options purchased the things to and can compare prices. improve their home. Life for Many Message 3 Message 2 People! Making Comparison Houses into Shopping Homes
Improve Walkability
Donate Furniture ‐ Give and watch what comes back!
By and large, your PlacePrint report is a meaningful and purposeful interpretation of your community, captured in a narrative platform. It is kind of a ‘cookbook’, from which local stakeholders can develop their own menu and dishes. The story of a place can be different things to different people. But the important aspect is that these interpretations are derived from the same platform. And the ‘on brand’ symbolic actions bring life to the story.
It’s not about making places better. It’s about making places matter!
1 (416) 893 ‐ 2170 www.jtsingh.com
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