Nordicum - Real Estate Annual Finland 2016 - Page 10

Photo: Pekka Rousi to be perceived as phony is to do something antithetical to your heritage, to repudiate who you are. So you must understand that heritage – your origin plus your history – to figure out the key elements to bring forth and stay true to.” Pine adds that for development projects this means not just the company itself, but the locale of the development, for authentic places must be “rooted in the ground”. “In being what you say you are, the easiest way to be perceived as phony here is to advertise something you are not, which companies do all the time.” In fact, Pine is in the habit of telling companies to stop advertising, and, instead, to start creating places where people can directly experience who they are. “In real estate, therefore, you must recognise the primacy of place – the venue plus the event that happens there. So recognise it is not just about the buildings or the environs; it’s about the experience that real, live, individual people have in those venues.” Smart Me Up But how exactly does the digital component fit to all of this? After all, Smart Cities are a rising theme in Finland and around the world – are we heading for ‘Smart Experience Economy’? – Pine reveals that he has been working with some colleagues in the MIT Media Lab on this very same issue. He feels that Smart City initiatives are very much about the lived experience people have in the city and how it can be made more engaging, of greater value, and more personal. To make it work, a Smart City has to “go big” on experience, but there’s another force at work here, as well. Pine explains: Smart City resonates very strongly with ideas arising from his first book, Mass Customization (1992). In his mind, this is exactly what the Smart City must do – mass customise the infrastructure, environments and city services to deliver unique value to the individual citizen and visitor. And while mass customising a good turns it into a service and mass customising a service turns it into an experience, we still can’t get away from Experience Economy even if we wanted to, it seems. “That’s where the Smart City should really be aimed – at mass customising everything possible to help citizens and visitors lead the most productive lives possible, contribute to the quality of life of others, and achieve their dreams and aspirations,” Pine sums up. Get Real Not surprisingly, this issue g ]