It's only tuesday and already the supply of stroopwafels in the office is dangerously low. As is customary on our team, on a trip to the Netherlands one is obligated to return with wafels. I was in Eindhoven at the end of last week and I did my duty, but apparently I miscalculated the quantities. More about the trip in a moment, but first we need to get to something rather incredible.
Applications for Open Kitchen closed last monday and we got roughly 50 applications and the lot of them are impressive! We asked people to make short videos that describe themselves, their experience, and how their food concept will make make Helsinki a better place. The applications included people who excited about cakes, tapas, pho, flat whites & avocado toast, flower ice cream sculptures, traditional food preservation techniques, burgers, sourdough breads, and someone offereing a conceptual menu that begins with a starter of "loneliness" and continues with an entrée of "empathy". So in other words, this is all fantastic.
What we heard from the application videos is that Open Kitchen is exactly the sort of thing people have been waiting for. Now begins the difficult task of winnowing it down to a batch of ~12 people who we have room for in the programme. Tomorrow is the day for that and we'll be balancing multiple criteria:
- Sustainability: is there a concern for local and sustainable aspects of preparation, logistics, consumption, recycling?
- Diversity: is there a new kind of cuisine, a new experience, or a new perspective?
- Everyday: is the applicant interested in basic food experiences (not fine dining) that improve everyday life?
- Social: does the applicant see food as a social object that creates a bridge between diverse publics?
- Drive: does the individual show drive, determination, spark, verve, commitment?
The final selection will be posted next week. We are also hoping to post some examples of the applications, but first we need to get permission from the applicants.
To get the word about Open Kitchen we did an experiment with Facebook ads. We spent a total of €350.62 running two parallel ad campaigns for about 3 weeks. These were targetted to all people living in Finland age 17 or older (about 1,969,280 total Facebook users). To put this into perspective, it would cost €430 to have a banner ad on the popular Nyt.fi website or about €3,000 to have a small ad in the print version.
The response was rather rapid and we saw significant growth of the likes on the Open Kitchen Facebook page, an increased number of questions, and people sharing our posts. What we don't know yet is how many of the applicants found out about OK on Facebook versus other channels. Kalle will be following up with everyone to inquire about that so we have a better picture of how useful this method of advertising was. Here's a view of the stats for the lifetime of the campaign:
Dan had a good meeting with Jaana, who is our Design Exchange person working at the Helsinki Department of Social Services. He, Marco, and myself will swarm with Jaana on a quick project that she's starting now. The gist of it is that there will be an experiment in making preventative help more accessible, ranging from basic parenting advice up to complicated social difficulties. We think this means a combination of new online and offline possibilities to get access to help before there's a problem, but we're not exactly sure yet what shape this will take. It's Jaana's project, but we're here to help.
Down in Istanbul our installation of Brickstarter is now open to the public as part of the Istanbul Design Biennial. If you're not able to see it in the flesh, you can check out the boards we presented here and a bit of backstory here. This opportunity came up at the last minute and it was quite a lift to get the exhibition squared away while also finishing up everything for HDL 2012, but in the end I'm quite happy with how things came out. As an added bonus, the boards for the exhibition are useful as slides to be used in Keynote (thanks to the magical Magic Move transition).
After HDL Global 2012 concluded Marco and I both got on planes for Italy. He took a well-earned week off with his family. I was headed to European Center Living Technology to share our perspective on strategic design as part of a meeting about Envisioning a Socially Sustainable Future.
From there it was on to Ljubljana to be part of their Month of Design with a delegation of other colleagues from Finland.
And the week ended in Eindhoven where I gave a talk at the World Design Forum and then loaded my suitcase with stroopwafels. Doug Belshaw's thoughts on that event are worth a quick read. Hearing about Doug's work on the Mozilla Open Badges project was one of the highlights for me, as was getting a chance to catch up with John Thackara who moderated the day with aplomb. The organizers have also posted a summary, which is impressively quick considering our HDL 2012 event happened more than a week ago and we're still ruminating.
Marco is in Eindhoven now and Copenhagen later this week for Creative Summit (PDF link), Justin's in Boston, Dan's holding down the fort, and I'll be in Portugal for Cidadania 2.0 (Citizenship 2.0). Between travels we're continuing to process HDL 2012 so that we can post more reflections here, picking up where Dan left off last week.
Goodbye, Week 187, you were good to us, but now we must move on.