scenarioDNA | global cultural foresight

The Future of Space 2021 Photo: A Gallery Without Walls. After a crisis
that left it without a space, a Saint John
artist-run center deepened its connection to
FRAMING THE POST-PANDEMIC REDESIGN OF REALITY
community—a move that endures..
scenarioDNA - global cultural foresight
 CURRENT STATE OF SPACE
THE KNOWNS AND UNKNOWNS fear of public spaces fear of other people

It is clear that we leveraged technology to

our benefit during COVID-19 lockdowns.
Tech was a welcomed lifeline that we will
Arena Blind Spot
continue to engage to augment our lives or lean
on as a crutch as we begin to hesitantly re-enter Johari Window Model
public spaces. Our fears will turn toward each
other as we gauge who we can trust. How that
will play out in a world that continues to be raw Facade Unknown
and divided needs to be understood. What
remains unknown is the role of alternate reality
spaces and how it will interplay with our lives. alternate reality spaces
technology in control

Photo: Dezeen, May 2020

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CURRENT STATE OF SPACE
A LINGUISTIC SNAPHOT OF MEANING

SOURCE: Google Trends - Worldwide (since 2016)

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 Photo:Anyplace
CURRENT STATE OF SPACE
THE EMERGING FOURTH SPACE

Public Space
(third space)

co-mingling co-working
Home Work
(first space) co-living (second space)

combining first, second and third spaces

Meta Space
(fourth space)

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CURRENT STATE OF SPACE
THIRD SPACE IS LOSING ITS MEANING
Sociologist Ray Oldenburg coined the term “third places” in 1989, meaning
public spaces crucial for neighbourhoods as a space to interact, to gather,
to meet and to talk. Oldenburg identifies these places as “the public places on
neutral ground where people can gather and interact. In contrast to first and
second places, third places allow people to put aside their concerns and simply
enjoy the company and conversation around them” But COVID has inhibited the
ability to set concerns aside. Spaces must be reimagined. But how? The concept
of third space itself is residual code. COVID-19 has taught us new things -- such as
how to work from home and elsewhere, and how to do it fluidly throughout a day.

Trend Theme: virtual necessity redefines social interaction

Photo: Kumospace is an immersive video chat.

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CURRENT STATE OF SPACE
PHYGITAL IS CRAVING MEANINGFUL CONTEXT
The marketing term “phygital” (physical/digital) received attention during
COVID-19 lockdowns as the need to fill-in formerly in-person experiences
grew. Practices ran from curbside pickups and digital menus to online museum tours.
There were important vital components created to make life better. However, consider
the Oscars. Verizon created three “5G portals” accessible via app. The portals gave
behind-the-scenes access to the red carpet; the press area and an award engraving
station. Does it make one “feel” as if they are at the Oscars? Not necessarily. What
evolves from here must meaningfully augment the human experience.
Trend Theme: augmented reality is widely applied and loosely interpreted
Photo: Backstage at the Oscars engraving station.
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CURRENT STATE OF SPACE
HEADSPACE IS DEMANDED
Our spaces are no longer simply physical. As we seek the mindful awareness
that allows us to peacefully and productively co-exist in all our spaces, the
concept of headspace officially has stepped up its game. Consider, Royal Bank of
Canada. It is giving its 86,000 global employees an extra paid day off this year to avoid
burnout from the COVID-19 pandemic — as well as a one-year subscription to the
meditation and sleep app Headspace. One-year subscription to Headspace usually costs
$69.99. “We recognize the ongoing pressures of the pandemic, especially for those in
regions that have reverted back into lockdown," RBC's CEO Dave McKay said in a
memo to employees. "I encourage all of you to prioritize your personal time and continue
to be mindful about work-life boundaries wherever possible.”

Trend Theme: mindful awareness is acutely desired

Photo: Headspace was co-founded a former monk.

scenarioDNA
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CURRENT STATE OF SPACE
CONSEQUENTLY, A FOURTH SPACE IS EMERGING
Third space implies a tension-free space other than home or work. To the point that if this
space cannot be subjectively harmonious, people drop off the grid altogether. There are
still many unknowns on the horizon as cities continue to tackle the global pandemic, but
what is certain is that it has brought major changes to how we live, work, travel and
socialize that will remain the norm for the foreseeable future. And one of the clear knowns
is that working from home will increase and that will impact the future of work. Jeff Risom,
chief innovation officer at Gehl Architects, reckons that this shift raises the question about
whether cities need to create a “fourth space”, requiring us to reimagine what work might
be like, including where and how it will it be held.

Trend Theme: leveraging layers of meaningful data

Photo: Jeff Risom asserts that data is critical.

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CURRENT RESPONSE TO SPACE
READY TO VENTURE, BUT NOT EXACTLY WILLING
More than a year into pandemic life, many remain confused about the risk of
spending time outdoors around other people, reports the NY Times. This, in spite of
the fact that the risk will get even lower as more people get vaccinated. And even
though people are desperately missing nightlife, they are not sure they are ready for
other peoples’ sweat to drip on them said one person to the Guardian. The Atlantic
quotes a staff writer afraid she has forgotten how to be a social human.
Trend Theme: managing risk and evaluating trust

Photo: In Amsterdam, clubs opened their doors to people who tested negative for COVID-19.
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CURRENT RESPONSE TO SPACE
THE PANDEMIC HAS LEFT US LANGUISHING
According to reportage in Inc. Magazine, new science shows the pandemic was
harder on introverts. You might think introverts would handle being locked in the
house better, but you'd be wrong. When faced with a crisis, extroverts, being
extroverts, are more likely to reach out to others (and also more likely to opt for
other healthy coping strategies like exercise). The NY Times refers to the blah we
feel as languishing. We all had been collectively displaced.

Trend Theme: seeking emotional balance to re-enter social living

Photo:Getty Images scenarioDNA - global cultural foresight 10
CURRENT RESPONSE TO SPACE
EXPLORING ADAPTIVE REUSE OF SPACE
As concepts of 15-minute cities talk of bringing all our spaces closer together, the
pandemic dream of transforming abandoned downtowns into flourishing residential
neighborhoods is being discussed too. Adaptive-reuse is one of the greenest
constructions you can do, explains a Slate article. Eye-catching conversions may
happen here and there, but a bigger trend will require a push. Meanwhile, we also
need to consider the inequities of such planning that prioritizing speed and
efficiency over accessibility. It is not made for disabled activity.

Trend Theme: weighing priorities of opportunity vs. access

Photo: Conversion narrative: a rendering of an office-to-residential project in Worcester,

Massachusetts. The Architectural Team.

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CURRENT RESPONSE TO SPACE
THE STRUGGLE FOR SAFETY INTENSIFIES
On June 1, law enforcement and military forces executed a coordinated attack on
people exercising their first amendment rights in support of the Black Lives Matter
movement. In a recent piece, Dr. Destiny Thomas argues that designing “safe” public
space without addressing unequal burdens of danger from law enforcement, as well
as environmental risks like heat islands, can exacerbate the structural inequalities
we’re increasingly accountable for dismantling. The Landscape Justice Initiative
hopes to tackle the challenges facing Los Angeles and its region.

Trend Theme: accounting for all the variants of risk

Photo: A demonstration at Black Lives Matter Plaza by Joe Flood licensed under
Creative Commons. scenarioDNA - global cultural foresight 12
 CURRENT RESPONSE TO SPACE
COUNTERING EXCLUSION AND OPENING COMMUNICATION
The British Pavilion at the 2021 Venice Architecture Biennale “reimagines how to
make public space more inclusive, countering the rapid rise of privately-owned
public space with an inspiring, alternative vision that urges both sectors to work
together to create better-designed spaces for all”. Meanwhile, the Connect
research centre in Trinity College Dublin is reimagining the communication
networks across spaces, from the nanoscale to the whole of society.

Trend Theme: inclusion and communication networks

Photo: Gated Squares only accessible to those with a key. Image credit:
Unscene Architecture & Cultureshock Media
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 CULTURE MAPPING THE CODES OF SPACE
MAPPING TRENDS AS A STORY SYSTEM

er
al work
To read changes in culture early, we analyze words and visuals

ne
as clusters of distinct societal traits and behaviors that indicate

essenti

nti
patterns of social change. On the surface, we might see what

h
alt
looks to be a mundane product introduction. Look deeper and it is a

ara
he
harbinger of behaviors to come. Linguistic signifiers reveal such

e
tel

qu
codes of behavior and inform archetypal narratives. New stories
unfold within culture before marketers tell them.

affirm social order

past/established meaning present/growing popularity

residual dominant

disruptive emergent
future/new purpose future/new rituals
resist social order

Culture Mapping Patented Matrix

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE RESIDUAL TRENDS

buffer space
To deal with an expected blend of remote and office workers, Google is
creating a new meeting room called Campfire, where in-person attendees sit in a
circle interspersed with impossible-to-ignore, large vertical displays.

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 CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE RESIDUAL SIGNIFIERS
social distance safe space 9 to 5
buffer space

SOURCE: Google Trends - United States (past 12 months)

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 THIRD SPACE RESIDUAL TRENDS

buffer space

PURPOSE-BUILT GATED COMMUNITIES SPECTACLE PARKS FOR ART

Dubai as Influencer Capital Immersive Van Gogh
Signifiers: filtered, aspiration Signifiers: crowd-pleasing, tourist

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 THIRD SPACE RESIDUAL TRENDS

buffer space

TIGHT CONTROLS SUBSCRIPTIONS, PRIVATE ACCESS

Ticketing Tech Aids Rugby Fans Return to Stadium Movie Theaters Prepare for Reopening
Signifiers: compliance, reliability Signifiers: industry-wide guidelines, limited capacity

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 THIRD SPACE RESIDUAL TRENDS

buffer space

PRE-CURATED EXPERIENCES MITIGATING RISK PERCEPTION

Samsung’s Frame Partners with Etsy and NAVA Putting Thought into Reopening Ceremonies
Signifiers: auto-curation, customize Signifiers: official, purpose

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE DOMINANT TRENDS

acquisition space
Amazon is opening its Amazon Salon in London’s East End Spitalfields area,
where it says it will trial “the latest industry technology.” This includes an
augmented reality app that lets customers see what different hair styles and colors
look like on them before they decide on a change.

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CULTURE MAPPING THE CODES OF SPACE
CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE DOMINANT SIGNIFIERS
scannable community interaction creative space
acquisition space

SOURCE: Google Trends - Worldwide (past 12 months)

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 THIRD SPACE DOMINANT TRENDS

acquisition space

FEELING THE EXPERIENCE PROGRAMMING OPPORTUNITIES

‘Walk Into Wildfire’ Exhibit Climate-change themed mini golf
Signifiers: awareness, simulation Signifiers: education, community programming

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 THIRD SPACE DOMINANT TRENDS

acquisition space

DESIGNER-LED TRANSFORMATIONS ESSENTIAL CREATIVITY

NY’s Foley Square Mural Stretches Three Blocks Artist-designed Supermarket to Open in London
Signifiers: process, designer-led Signifiers: visual spaces, storytelling

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 THIRD SPACE DOMINANT TRENDS

acquisition space

ENGAGING THE DIGITAL ECONOMY SHARING STORIES

QR Code Created by Drones above Shanghai Chalk Back Leverages Social Media
Signifiers: scannable, adaptable Signifiers: community interaction, sharing stories

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE EMERGENT TRENDS

ritual space
Dozens of new companies are popping up to rent or sell retrofitted sleeper vans,
some now with yearlong wait-lists. Apps are surfacing to help these van dwellers find
legal parking. Big R.V. park conglomerates, whose stocks have soared, are starting to eye
the new [YOLO] interest and figure out ways to capitalize. And advocates for the rights of the
homeless, who often end up living in cars out of need, are seeing potential new allies.

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE EMERGENT SIGNIFIERS
fomo in situ immersive
ritual space

SOURCE: Google Trends - United States (past 12 months)

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 THIRD SPACE EMERGENT TRENDS

ritual space

NOMADIC LIVING OUTDOOR HANGOUTS

Wal-Mart as Modern Commons for Nomads Cherry Street Pier is Increasing Its Outreach
Signifiers: oasis, van life Signifiers: community attachment, trust

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 THIRD SPACE EMERGENT TRENDS

ritual space

STORIES OF RESILIENCE IN SITU SENSUAL EXPERIENCES

“In the Heights” Will Premiere in Washington Heights Immersive Great Gatsby to Play New York City
Signifiers: resilience, pride Signifiers: hedonistic, dark

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 THIRD SPACE EMERGENT TRENDS

ritual space

SPACE FOR CONTEMPLATION SPACE FOR FANTASIZING

Cemetery Woos Death Tourists Photos Invite the Gaze of a Skater
Signifiers: genealogy, green oases Signifiers: preconception, social potential

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE DISRUPTIVE TRENDS

responsive space
Even before the pandemic and wildfires, Oregon’s rate of homeless was one of the
highest in the United States. Without adequate alternatives, some Oregonians are left with no
option but to sleep outside in public spaces – wherever they can find shelter and safety. Protecting
Survival Activities in Public Space, House Bill 3115 is bill that would prevent cities and counties from
enacting sweeping laws prohibiting homeless people from camping on public land.

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CULTURE MAPPING THE CODES OF SPACE
THIRD SPACE DISRUPTIVE SIGNIFIERS
landscape justice survival activities urban spaces
responsive space

SOURCE: Google Trends - Worldwide (past 12 months)

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 THIRD SPACE DISRUPTIVE TRENDS

responsive space

FLEXIBILITY IN PROGRAMMING VISUALIZING OUR MANY IDENTITIES

Madonna’s Madame X Headed to Only Fans? Human Reflection Infinitely Morphed by NFT Animations
Signifiers: artists, disrupt the peace Signifiers: structural meditation, human consciousness

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 THIRD SPACE DISRUPTIVE TRENDS

responsive space

INTEGRATED COMMUNITIES LIVE TALKS LAUNCHING

Belgian City Practices Community Mental Health Care Reddit Talk Live Audio Sharing
Signifiers: community service, integrated care Signifiers: small rollout, subreddit moderation

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 THIRD SPACE DISRUPTIVE TRENDS

responsive space

ACTIVATING ROOFTOPS INTEGRAL OUTDOOR SPACE AND BALCONIES

A New Layer of Public Space Housing After Coronavirus Should Have More Balconies
Signifiers: activating, urban spaces Signifiers: quality housing, adaptable spaces

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CULTURE MAPPING TOWARDS A BETTER FUTURE
THERE IS NO ONE ANSWER
Sense-making is a path toward innovation. Many ideas exist, but their
meaning lies in their tensions and correlations. To better understand the
trends we see, it is critical to know how they relate to each other. Definitive
patterns exist. This is what allows us to know which seemingly mundane
concepts will rise to become profound events.

No one idea is an end unto itself. They are informed by near neighbors and
tangential thinking. It is critical to know where you are in their trend trajectory and
where you can go. And to where you can return.

Photo: Scotland could be the first rewilding nation. scenarioDNA - global cultural foresight 35
Thank you.
https://www.scenariodna.com

Contact
Marie Lena Tupot
culturemapping@scenariodna.com

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