Old School Ilica

co-creation as nanotourism

Old School Ilica is a collaborative, local craft production initiative, realized to recover the disappearing traditional crafts and local economies in its immediate environment by establishing an educational co-creation model based on knowledge and skills exchange. Participants are invited to learn-and-contribute in workshops while co-creating with local craftsmen using solely local services and their production lines. By active participation local residents or local designers become nanotourists in their own street or city that results in novel products, services and local economy while recreating Ilica street identity.

www.oldschoolilica.org

Model

Model title
co-creation as nanotourism
Model description

Co-creation as nanotourism
Old School Ilica is a local craft production initiative, which creates collaborative products and services by using solely local craftsmen and their manufacturing capabilities through series of educational workshops for residents and general public within Ilica street.

Location
ZAGREB / CRO
For whom is it?
Ilica residents and all commuters, whether intentional or not
a/ initiator
OAZA design collective based in Ilica, Zagreb
b/ provider
Various storefront inhabitants of Ilica
Start
From 2014 on
Type of duration
Long standing

Characteristics

Critical
3
Creation of a new type of market, with upgraded offer, based on local heritage
Social
4
Use of on-site manufacturing potential (workshops) to provide an offer with a site-specific merit
Participatory
4
Realized through social interactions and manufacturing process of projects development
Responsible
4
Re-establishing the value and recognition of local production and its quality
Bottom up
4
Revitalization of the site from within, by local artisans and other residents
Inventive
2
Acting as a potential attractor for future business
Site-specific
4
Self-explanatory: Made in Ilica
Educative
4
Transmitting knowledge of proficiency and techniques from different craftsmen
Local
4
Co-creation with local community and its (avaliable) stock

More about

Project Ilica is an obsolete concept whose main goal is to recreate parts of the sites identity, and develop locally specific brand Made in Ilica, with products and services developed throught the newly established design methodology. Methodology is based on principles of collaboration between „Old School“ artisans, so-called knowledge holders and their material resources with the local people (residents, designers and general public) through educational program entitled Old School Ilica, which is applicable to various case studies in other parts of the town.

Number of authentic, traditional craft stores and parlors which are closing down is increasing in the last few years, due to the arrival of many western trends and under the strong influence of the culture of transition, which inscribes a specific identity to the location which now consists mainly out of abandoned storefronts and unified offer of generic european brands. Project School of Ilica was initiated by a group of designers, members of an artistic organization Oaza, themselves residents of Ilica site. It was formulated as a direct reaction to their immediate environment/surrounding, and its undergone process of disappearing cultural identity.

Project is developed throughout a series of phases. First research phase includes mapping of the remaining craft and production stores, conducting talks and interviewing of the future Schools protagonists which are willing to share their experiences and knowledge of their given occupations. This phase results in an online Registry of Knowledge Holders, which captures and profiles detailed description of their qualifications, set of skills and types of represented products.
On the basis of this registry a collaborative educational program Old School Ilica is derived, in the form of a series of interactive workshops for interested public with the assistance of designers. All of the conducted workshops revolve around potential revitalization of the craft, their technology and their recontextualization, in the framework of contemporary society. Role of the School is in that way an immediate promotion of specific knowledge and attainment of the artisans of Ilica. All in good faith of promoting stagnant offer of the localities and attempting to revitalize it bottom-up.
Third phase of the project tries to present the collected results of the workshops, material or immaterial, and show these products and services under a Made in Ilica headline which could potentially enhance the old crafts and bring their stories and quality up front.

Longterm objective is establishing a brand as well as fully functional universal model of business which lies on the idea of using the process of design thinking in a way that everything from ideation to the sales of the product is made entirely from local, easy accessible resources and knowledge of the residents. Through smaller modifications it can be applied in other quarters in other cities in Croatia or abroad, consequently restoring and repositioning fragments of entire neighbourhoods identity.

Nanotourism
Old School Ilica
Nanotourism
Process timeline of the project
Map of the location
Map of the participating artisan workshops
Ilica street sign
Street sign at the location
Knowledge holders Ilica
Duvet maker and restorer - Knowledge holder Mrs. Alenka Antolić-Soban
Knowledge holders Ilica
Specialist in hot stamping - Knowledge holder Mr. Dubravko Lacković
Knowledge holders Ilica
Barber and hairdresser - Knowledge holder Mr. Ivica Prgomet
Knowledge holders Ilica
Art gallery curator - Knowledge holder Mr. David Lušić
Knowledge holders Ilica
Shoemaker - Knowledge holder Mr. Stipan Josić
Knowledge holders Ilica
Design collective - Knowledge holders Oaza
Knowledge holders Ilica
Printing company - Knowledge holders Orbis
Knowledge holders Ilica
Shoemaker - Knowledge holder Mr. Nikola Andrijević
Knowledge holders Ilica
Confectioners - Knowledge holders Ali brothers
Knowledge holders Ilica
Goldsmith - Knowledge holder Mr. Đuro Bashota
Classic duvet making and restoration
Duvet restoration filler detail
Classic duvet making and restoration
Duvet making cover detail
Shoemaking detail
Shoemaking detail
Shoemaking detail
Shoemaking detail
Hot stamping detail
Business card samples
Hot stamping detail
Letterpress preparation
Patisserie Ilica
Patisseries best-selling classic
Patisserie Ilica
Regular customer
Ilica
Storefront in Ilica
Open Day Ilica
Open Day Ilica - one day event organized at the site
Open Day Ilica
Open Day Ilica - various artisan workshops opened for public
Open Day Ilica
Open Day Ilica - visitors were able to look into the artisans production taking place behind street facing storefronts
Classic hairdressing workshop
Classic hairdressing workshop
Classic hairdressing workshop
Classic hairdressing workshop
Shoemaking workshop
Shoemaking workshop
Shoemaking workshop
Shoemaking workshop
Shoemaking workshop
Course participant optimizing and creating a shoe cut
Shoemaking workshop
Artisan Jos providing specialist guidance throughout the course
Shoemaking workshop
Finalizing the prototype
Shoemaking workshop
Result shows an updated and redesigned version of two different shoe moulds from the artisans old archive
Nanotourism - Old School Ilica
Project presented at the Annual Art and Design Review in Zagreb
Nanotourism - Old School Ilica
Project presented at the Annual Art and Design Review in Zagreb
Nanotourism - Old School Ilica
Admission forms for enrolling in different Old School Ilica courses show growing public interest
Nanotourism - Old School Ilica
Exhibition of the project at BIO50 biennial in Ljubljana
Nanotourism - Old School Ilica
Nanotourism exhibition catalogue and posters entirely produced and printed in Ilica

Credits

AUTHORS — OAZA
Nina Bačun, Ivana Borovnjak, Roberta Bratović, Tina Ivezić, Maja Kolar, Maša Poljanec

IN COLLABORATION WITH
SHOEMAKER — Mr. Stipan Josić
PRINTER — Mr. Dubravko Lacković
DUVET RESTORER — Mrs. Alenka Antolić-Soban
BARBER — Mr. Ivica Prgomet

SPECIAL THANKS
PARTICIPANTS — Mijo Majhen, Sandra Đukić, Emir Šehanović, Damir Žižić and Boris Božić
VIDEO — Neven Petrović
EDITING — Emir Šehanović
PHOTOS — Bojan Mrđenović

WITH SUPPORT OF
Ministry of Culture of Republic of Croatia
Zagreb City Council Croatian Designers Association
MAO — Museum of Architecture and Design

MENTORS
Aljoša Dekleva, Tina Gregorič

24th Biennial of design
2014 Museum of Architecture and Design, Ljubljana

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