Project Overview

The Place Economy Volume 2 by Hoyne sets out to prove the categorical link between better placemaking and significantly higher profits. The objective of this second volume in the series was to demonstrate through a collection of case studies, interviews and feature stories that places created with people at their heart attract higher financial returns, economic upswing and improved community wellbeing. Furthermore, this is not limited by scale; effective placemaking is just as possible for entire nations as it is for a mixed use precinct.

Organisation

Hoyne

 

Team

Creative Director: Andrew Hoyne
Designer: Andrew Johnstone
Designer: George Coltman
Illustrator: Pete Georgiou
Editor: Jacquie Byron
Finished Art: Mark Grey

Project Brief

The Place Economy series is born of the belief that more money, intelligence, imagination, craftsmanship and emotion needs to be invested into our cities and suburbs to achieve the highest quality of life. Using case studies, essays and research gathered from across the world The Place Economy strengthens the commercial argument for effective placemaking, sharing practical insights on how it can be achieved, for those of us who are interested and those of us who are responsible. For the second volume of this series the brief was to create a book that would spread the message that places created with people at their heart attract higher financial returns, economic upswing and improved community wellbeing. The target audience comprised property developers, investors, government officials, urban planners, architects, educators and students. 100% of the sales of the book go to Habitat for Humanity Australia, a not-for-profit organisation who provide appropriate housing solutions in sustainable communities and is based on the belief that a solid future depends on families having the opportunity to be healthier, happier and more secure.

Project Innovation/Need

As with Volume 1 of the book, Volume 2 had to showcase global benchmark case studies and clearly demonstrate the social and economic benefits of effective placemaking. However, in this volume the attention travels from the macro to the micro – from nations to neighbourhoods, countries to communities. As a result, the book had to demonstrate how effective placemaking is possible at different scales and the different approaches that can be used. It needed to function as a blueprint for private developers and local governments, and had to be grounded in facts and examples to speak convincingly and authoritatively to truly influential members of the property industry.

Design Challenge

The challenge was to convey, in a clear and engaging way, how best practice placemaking can deliver higher profits for developers. It had to be a meaningful tool for articulating this critical topic to a larger audience, thereby igniting debate and action. Using stunning photography, illustration and design we produced a collectible treatise for key players in the industry. The look and feel accurately reflected the quality and expertise of the information showcased within and the credentials of contributors whose ideas we shared. We highlighted the positive via real-life successful case studies and also by sharing visionary thinking and insights from leading minds in the field. By gathering interviews, first-person essays, case studies and academic papers from a respected and diverse group of experts, the book shows how innovative placemaking can attract business to communities and cities and improve economies.

Effectiveness

The Place Economy Volume 2 launched in March 2019 at the Sydney Opera House. The book has been purchased from around the world, including by a number of major developers, architects, urban planners and government bodies. It has also appeared in a number of notable national and international industry publications including The Australian Financial Review, Domain, The Place Brand Observer Barcelona and The Urban Developer. To date sales of the book have raised $50,000+ for Habitat for Humanity Australia.