Introduction

The Market Square: Past - Present - Future

What is the role of the Market Square today? How do tourists and locals
perceive it? What type of a role does its history play when speculating the
future of the market? This document is a glimpse to how these aspects: past,
present and future stir emotions among the public. Information was gathered
during at workshop conducted during the Helsinki Design Week.

Past - Workshop 1

Whats been there? What has happened?

The market as its seen today evolved over a period of 200 years from an
informal trading place to an important point of crossroads between
visitors and tourists. The harbours for large cargo ships and for smaller
archipelago passenger traffic were built in the surroundings of the market
forming kauppatori into an important hub of transportation. In the 1970s
big passenger ferries replaced the cargo functions and made Kauppatori
a calmer place when it comes to ship traffic but increased the amount of
arriving visitors. The Market Square has throughout its years remained a hub
for transportation and an important place for people to gather, thus making it
the most visited place in Finland.

Past

The soul of the area

Not only has the market been in the eye of the harbour activity and acted
as a gateway to the capital, but what truly gives it its standout character is its
southern border. Whether the unique seaside location has been utilized to its
fullest potential may be argued, but the location is surely its standout feature
among similar sized markets. In the old days fishmongers would set up shop
directly from their boats. The current Silakkamarkkinat festival echoes this
tradition. The transformation of markets car park into a new stall area will
mark a remarkable event in the markets history as visitors will be invited to
inhabit the area in direct connection to its beautiful view.

Past - Present - Workshop 2

Evolution

Spontaneous

Today, many disregard the food and products as lacking authenticity and
quality through trade being mainly focused towards the stereotype tourist.
This change has mainly happened throughout the past ten years. The market
has and is currently experiencing a generation swap, where traditional trade
families are discontinuing trade. This has possibly also been the leading force
to the bric-a-brac stores evading more and more space among traditional
stalls. Also, there has not been any selecting of sellers, but this could change in
the near future according to a representative of Tukkutori. In the wake of the
tourism strategy development and the new food tourism strategy, The Market
Square is evidently an important crossroads.

cafes

Nature

MARKET
CONTENT

Organized

Nostalgic

Nostalgic

SHOPS

Flea Markets

Modern

Organized

Spontaneous

Modern

MARKET
IDENTITY

Open Space

Modern

Quick
Sneak

FOOD

inside

Proper
Meal

Present

Whats in there?
Mapping the colours of the existing buildings around the Market Square
highlights the challenge in responding to the surroundings. Many of the
buildings are protected and the colours will not be altered. The current colours
of the Market Square contrast the colours of the surrounding infrastructure
strikingly.

Present

Whats in there?
The same applies to the branding of the Torikorttelit, Old Market Hall and
the new area of the Skywheel and Allas. In both scenarios the Market Square
is in the middle, forming a separate island. What is the Market Squares role
in this situation. How can the Market Square answer or react to these existing
and planned changes. Should it in fact work as a connector?

Present - Workshop 2

The associations of colour

For some, the orange is considered the colour of Helsinki as it also colours
the metroline. Many find it out of place while others mark it as part of the
nostalgia which makes the market what it is. The orange colour was chosen in
1957 to match the colour of the awnings of the city hall.
In one of the workshops the public was asked to draw the colour or pattern
they associate with the Market Square on a graph. Although the many shades
of orange are featured, the many other colours highlight an existing diversity
which is a feature to its visitors. Some of the important colours include the red
of the strawberry, pattern of the cobblestone or the colour of the surrounding
sea.

Present day

Who is involved?
The many stakeholders of the Market Square include:
Tukkutori - market operations
Helsingin liikuntavirasto - mooring
HSL - Suomenlinna ferry
Helsingin taidemuseo - Public art
Helsingin kiinteistvirasto - historical elements
Helsingin satama Oy - Land & water areas
Korjaamo Group Oy - Skywheel Helsinki Oy
Torikauppiaat - Kiosks
Korkeasaaren elintarha - Zoo ticketing
Helsingin kaupunginrakennusvirasto

Present - Workshop 3 (fill in the blank)

Atmosphere
Looking cheap should be improved
Im sitting and Im dreaming
Car parking is on the wrong side of the market
The colour orange is awful for stalls and tents!
Seagulls are inconvenient
The #1 rule of the market is welcoming
The #1 rule of the market is the image and brand of Helsinki
Beauty surrounds the market
Smell should be improved
More/Other fun stuff surrounds the market square
The market square is full of design
If I could change something I would make the market square more lively and beautiful
Its 10am and I feel like passing by really fast
Food
I dream of more food variety
I bought a strawberries
Its 10am and I feel like having sushi
You cant always find vegetarian food
I want to eat hipster food
I dream of beer in the market
Two chocolates are better than one
I dream of fish in the market
The #1 rule of the market is to eat
Sweets make me happy
You cant always find cheap food
Its 4am and I wish icecream and hot chocolate
I bought a carrot
You cant enjoy pulla without kahvi
I bought a muikkulautanen
Strawberries keeps me coming back for more
Money cant buy happiness but it can buy chocolate
Salmon soup surprised me
You have to try reindeer

Present - Workshop 3 (fill in the blank)

Tourists
Tourists are rushing to the ferry
Tourists are rushing to suommelina
Tourists are rushing to the boats
Tourists are rushing to the ship
You have to try Tallinn
I wish there was fewer
General
When I have kids I will bring them to Lintsi
There is nothing better than friendship
Im meeting my friend to go to a bar elsewhere
Rain surprised me
I wish there was more seats here
If I could change something I would plant more trees
Money cant buy happiness but it can buy time
The market square is more than meets the need
You cant enjoy the square without the market
Seagulls are hunting for icecream
The market square is more than meets the senses
Im meeting my friends to silakkamarkkinat
The market is full of potential
If I could change something I would make it more relevant
You have to try to make it prettier
The market is full of tourists
The orange colour is in
The orange colour is bonito
If I could change something, I would make it more hipster
The view makes me happy.
Im meeting my friends to chat
I dream of butterflies in the market
On the market I look for internet with my phone
I bought a fur scarf

Others
Seagulls are hunting for love
I wish there was a hot Viking
Its 10 am and I feel like $ 1.000.000
Im sitting and Im constipated
There is nothing better than me
Money cant buy happiness but it can buy things
Happiness should be improved
Its 4PM and I wish I was asleep
I found a life long friend
When I have kids I will bring them to France
Seagulls surround the market square
The market is full of shit
Seagulls are hunting for a landmark
You are on the wrong side of the market
Its 4PM and I wish I could charge my phone
Im sitting and Im tired
If/ When I have kids I will bring them to Europe
I found a man
Its 4am and I wish Im home
The #1 rule of the market is do not drop the coin on the ground
You surprised me
I found a purpose
There is nothing better than me
Money cant buy happiness but it can buy men
Italy makes me happy
There is nothing better than me and a man
You cant always find what you want
Guggenheim
The Guggenheim museum will be just another museum
The Guggenheim Museum will be amazing
The Guggenheim Museum will be cool

Future - Workshop 3

How much do you want to change The Market Square?

The workshop participants were asked to mark in the scale from Not at
all to Yes, very much their opinions and ideas concerning the future of
Market Square. The labels one would pin in the scale represented different
categories depending on what the participant wanted to address. The results
were analyzed in an infograph which highlights the emphasis on the requests
for chance and in what category change is most desireable.

Future
Arrangement
Not so crowded with tents
Music and film events, photograph and installation
I want to change sellers stalls to wooden little cottages made of pine
Nice cafe terrace by the shore
More lights at least when its dark
Some bands, music. Make it attractive
It should be inviting place for locals as well more than now
better looking stalls
get rid of the orange tents
Goods and Service
Airbnb for excursions guided by locals
Carrying bags to the boat
I would put chairs around, then you can enjoy sitting in the different views
Less tourist stuff and market stalls. No furs!
Food
More comfortable place to eat
Mouthwatering, finger dripping, deliciousness please.
More fresh food, no more Muikku and Paella.
Lanscape
No car parking on waters edge.
Flowers? Trees? Stimulate my senses!
car free space
What to keep
Pigeons
Keep it casual, keep the feeling of a market place
Keep the cobblestones
Benchmarking
Like Marrakesh market place roof, walls etc. But still looks like market place.
Go to Barcelona and see!

Future - Speculations/opportunities

AALTO UNIVERSITY
2015 DESIGN DRIVEN FORESIGHT
SPECULATIONS/ OPPORTUNITIES

UMBRELLA CONCEPT:
DOCUMENTWORTHINESS

Future - Speculations/opportunities

Identifying opportunities/
speculations for approach
What if... the market was seen as a protagonist or a context rather
than a viewing point? The background research aims to create an
understanding of the character and the role of the Market Square
in its present state and location but also in the near future. The
opportunities identified were looked at from different perspectives and
approached layer-by-layer creating a multifaceted understanding of
the site.
Presented in this document are three concepts, which could be applied
in a bottom up manner to the market place. These concepts could pick
up momentum and lead towards creating a new coherent and exciting
character for this unique market. Not only is the Market Square located
in the heart of the city, but also with the archipelago as its backdrop
it is like no other trad- ing place of its kind. The three concepts
are presented under an umbrella concept: Documentworthiness, a
motivation of making the Market Square worth documenting and
recording.

What it means: Through ways of intervening in the present

situation the Market Square could be marked on the map as a
place worth documenting. The market could be presented as an open
invitation to to tell the story of the culture of the market. Documentworthiness describes something that is stimulating and exiting. In
the context of the market it would also mean a low barrier of picking
up ones camera to be able to communicate: I was there or I was a
part of... or look at me at...
What if... The Market Square was one of these places with iconic
characteristics.
What if... the market invited one to document the activities,
the characters and to write the story of this iconic place
of the capital?

DOCUMENTWORTHINESS:
Surprising established diversity

Colour outside the lines

Storytelling (word of mouth)

Opportunities - Colour outside the lines

Colour outside the lines

Concept: Marketsquare has a lot of restrictions, how could we push the boundaries?
Do more within the boundaries? How to make an impact by stepping over these boundaries?
What it means: Places are nothing without the people using them. People are what makes a place
and its soul. Public places tend to have a lot of restrictions set by authorities, but what if the user tries to
push the boundaries in the name of making it look how they want it, and for the place to represent their
pur- poses. This would mean taking action in ones own hands, but still remaining within the boundaries
of the law. History shows that this kind of action easily spreads to similar places and it starts to have
a wider meaning in society.

Opportunities - Colour outside the lines

Colour outside the lines

What if... changing the activities would change the restrictions?
What if... stepping over a line would be seen as something good instead of bad?
What if... the market would go beyond the current expectations and restrictions?
For further reference #kalasatama Urban activism

Speculations - Storytelling

Storytelling (word of mouth)

concept: By spreading the word, telling the stories about the market, the brand
could be more lively, people would find the place.
What it means: Especially in Helsinki, one discovers places, activities,
events and unique locations by keeping their eyes and ears open. By hearing,
or learning about a unique phenomena people are let in to the story of the city.
By spreading the word, telling the stories about the market, the character and
the repu- tation of the market would become more lively and desirable. Could
this discourse arouse curiosity and invite people to visit the market themselves to
experience and to add to the story.
For further reference:
#kauppatori
Pictures aiming away from the market
#MercadodeSanMiguel
People documenting their visit
#talvipuutarha Parents & grandparents passing on stories

Storytelling
#kauppatori

Speculations - Storytelling

Storytelling (word of mouth)

What if... the market itself tells a story about its heritage?
What if... the experience of going to the market would tell you a story through its products, services and infrastructure?
What if... this story was documented in a manner where one could become part of the story?

Opportunities - Surprising established diversity

18

26

Surprising established diversity

concept:

1) established; it`s known to be good and valued

2) surprising; it can still surprise, capture people with the unexpected
3) diversity; every service differentiates itself

What it means: These three words create a concept, which addresses all many
types of users and stakeholders related to the Market Square. The words shall not be
separated, as the word combinations would then describe a different place than what is
desired taking in notice all the users. The aim and goal is for the Market Square to be
described with all three words and thus become a place that is something superior and
extraordinary.
For further reference: #BrickLaneMarket
#HakaniemenMarketHall

Vibrant market life

Established diversity

Opportunities - Surprising established diversity

Surprising established diversity

What if... this was the story, the documented experience, the ever-surprising
phenomena, which captures the visitor no matter whether they may be locals or from
far away.
What if... this culture would be alive and buzzing in this specific market?
An example of a possible future: The market is a part of a bigger whole.
It can be seen as a central point and a connecting point of Helsinkis culture. The
soul of Helsinki is alive and ever developing. This movement could be pinned down
in words such as Neo-Scandinavian, New-Nordic, Neo-Funkkis as it is what is
happening in the city and how the culture is evolving.
For further reference:
#NeoScandinavian
#Scandinavian
#Scando
#NeoFunkkis
#NewNordic

Ideas Competition
Kirjava Satama

Design Driven Foresight

#Documentworthiness

Design Driven Foresight

Past - Present - Future

Huttunen - Lipasti - Pakkanen

Teema & Tavoitekartat