HOME BACK HOME
NICE AWARDS 2015
ECCE (European Centre for Creative Economy)
4º PREMIO. Home Back Home
Enero 2016-Noviembre 2016
The N.I.C.E Award 2015 is looking for new and stimulating innovations that are solutions to global problems. What problem do you address with your project?
Home Back Home cares about one of the biggest effects of last decade crisis related to unemployment and still a current affair really harmful especially in PIIGS countries: the disemancipation of people aged 18-35 forced to turn back to live with their parents. In Spain more than 500,000 people suffered this social stigma from 2007 to 2014 and more than 350,000 homes experienced a controversial change in terms of identity, privacy, economy and spatial conditions together with a social problem related to feeling of failure. We took this problem as an opportunity for optimism, innovation and positive change.
What reactions have you received yet? Is the world ready for your solutions?
We have received positive reactions from cultural institutions and people affected by the problem, those feedbacks were focused on the creative way we proposed for treating this social conflict from the field of architecture and design. The main challenge is to revert the sense of failure that disemancipated people feel, aggravated by our competitive society, so that people understand they are not responsible but victims of a complex global affair that, if is looked at from a positive point of view, may have the potential to build a community able to share experiences, tools and knowledge so that it gets into public agendas.
What are the creative and business characteristics of your project? Can both, business and creativity, be distinguished clearly?
The creativity rely on connecting art, activism, social change, personal identities and design in a way that allows to develop a research and action project able to reveal contemporary concepts such as domestic economies, shared property, new affective structures, hosting protocols, personal identities... The business (and social impact) of the project in based on the power of communities: 500,000 people and 350,000 homes are a relevant social mass connected by similar feelings and needs that may share knowledge and resources through a platform also opened to public institutions or private investors.
The N.I.C.E. Award 2015 focusses on Digital Innovation through Culture. How do you see the cultural sector influenced by digitalization?
The cultural sector has a key role on the never-ending round-trip transition from digital world to analogic world. Digital culture is already closely linked to our present and, surely, future societies but analogic experiences such as meeting, touching, looking into someone else's eyes are (still ;) unique ways to feel the magic of life and are a essential part to learning and sharing experiences and subsequently to building up knowledge. So we see the cultural sector as a kind of mediator between both worlds making life more innovative and technology more critical and human.