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Alastair Humphries-Cuff - 200539576

Claudia Gould - 200609312
Theodore Mc!!es - 20053092"
#h$s Thomas - 200633211
%a& 'ilo(s&i - 2005510"5
AUF Group Project
BA Geography Level 3
Alternative Urban Futures
GEGO 3130
7511 words
University of Leeds
School of Geography
Academic Year 2013/14
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2
Alastair Humphries-Cuff
Claudia Gould
Rhys Thomas
Theodore McInnes
Zak Wilowski
RE-BRANDING
RE-GREENING
RE-CREATING
ALTERNATIVE URBAN FUTURES:
THE URBAN
JUNGLE
Table of figures....4
Introduction.....5
Section 1: Challenges to Contemporary Capitalism....6
Section : !eneral "ublic #ngagement...14
Section $: Communication Strategy1%
Section 4: "utting it into "ractice.4
Conclusion..&
The Team$'
Contents
Table of Fig!es
3
(igure 1:
Campbells City Conflict Triangle........%
(igure :
The ten universal values identified by decades of social-psychological
research.1'
(igure $:
Table of good health in Green cities..1$
(igure 4:
The Reubens Hotel in ondon......14
(igure 5:
!llustration of regreening the city by Giorgia "ellingeri....1%
(igure 6:
#la$a de entrada% a vertical garden at the Cai&a 'orum in (adrid$
(igure ):
#hotograph of the disused Holbec) *iaduct at present..5
Int!o"#tion
4
The +, currently predicts that over -./ of the global population is concentrated in our urban
centres% this figure is set to rise a further 0./ by the year 1.-. 2ederer% 1.345. 6tudies indicate that
inner-city populations hold higher e&trinsic values due to their place 7ithin the entrepreneurial city%
a term coined by Harvey 238985 to demonstrate the greater emphasis on economy over environment
in modern day societies.
This pro:ect aims to e&plore ideas behind individuals attachment to nature% see)ing to fundamentally
redefine the term urban :ungle through implementing initiatives that 7ill reconnect eeds urban
population 7ith the environment% using unconventional sites and spaces found in and around the city
centre. ;ur central ob:ective is to incorporate natural ecosystems 7ith a once industrial city as a
benchmar) for re-greening metropolitan areas.
The +rban <ungle pro:ect outlines initiatives to be completed over a ten-year time frame in 7hich 7e
aim to fundamentally change the 7ay eeds urban population perceives nature. ;ur flagship pro:ect
7ill repurpose the disused Holbec) viaduct into a green high7ay scheme% an idea that has been
successful in other global cities. "y the third year 7e aim to have pioneered the first vertical
greening pro:ect in eeds through a partnership 7ith (ar)s = 6pencer
T(
. "y year five% 7e aim to
implement our micro-garden scheme across eeds city centre in spaces one may not conventionally
find natural ecosystems. >ithin our tenth year 7e aim to have created a sustainable model for city
centres as 7ell as developing e&isting strategies such as a green roofing pro:ects.
Chapter 3 addresses the fundamental reasons behind urban populations dis:uncture 7ith nature. >e
e&plore Harveys 238985 concept of entrepreneurial cities and ho7 these have increased e&trinsic
values. !n Chapter t7o% our communication of strategies for public engagement is outlined%
addressing the multifaceted 7ays in 7hich this pro:ect 7ill attract investment and support. Chapter
three notes the relevant channels 7e must pursue% through e&ploring potential sta)eholders involved
in a pro:ect of this magnitude. Chapter four outlines the step-by-step process of putting into practice
the initiatives of our ten-year re-greening pro:ect. 'inally% 7e highlight the limitations% e&ploring
obstacles to transformation as 7ell as assessing the feasibility of this pro:ect and our team7or)
capabilities and cooperation. This pro:ect hopes to sho7 ho7 inner city areas can help advertise
nature% change peoples fundamental values of nature and ultimately provides a feasible model for
redefining other urban :ungles across the +nited ?ingdom.
Se#tion $: C%allenges to #onte&'o!a!(
Ca'italis&
All environmental-ecological arguments . . . are arguments about society and,
therefore, complex refractions of all sorts of struggles being waged in other
realms
(Harvey, !!"a# $%&'.
There are several problems society and the 7orld faces 7hen trying to conceptualise the conflicts
bet7een economics% society and nature 7ithin urban areas. This pro:ect% although seemingly
simply in its approach 2re-greening urban areas5% has e&ponential benefits across an array of
disciplines@ economics% sociology% social sciences% geography% political% psychology%
environmental% and health 2it must be noted that the reference to simple does not refer to the
practicality and implementation of this pro:ects initiatives5
Cities are designed around business% gro7th and profits% often neglecting the value of nature as
an asset. (any people living in urban areas do not hold nature 7ith intrinsic value. ,ot only this%
many also lac) education and a7areness of the values of nature and the problems the globe faces
in terms of climate change. This pro:ect therefore aims to prove-using eeds city centre as an
e&ample - ho7 there are changes that can be made that 7ill fundamentally change the 7ay
people value% perceive and interact 7ith nature and ho7 this can not only be positive for the
environment% but also profitable for local business and e&tremely beneficial for communities%
neighbourhoods and the local citi$ens.
*here the "roblem +ies: The formation of today,s cities
'or years cities have been planned around gro7th. A,e7 +rban #oliticsB has become the status
Cuo of 7estern cities in 7hich local interests and coalitions lay the foundations for economic
gro7th and value of urban spaces in the drive to accumulate 7ealth 2<onas = >ilson 38885.
>estern cities are embedded in global systems of capital flo7s. !n order for cities to gro7 and
thrive in our globalised 7orld% urban spaces must increase% and be designed around their
connections to these circuits of capital 2<onas = >hile 1..D5. Harvey 238985 conceptualised this
*
as the Aentrepreneurial citiesB. The gro7th and change in cities to7ards financial hubs% cultural
destinations% international corporation headCuarters% and corporate focal points are aspects that
represent this strive to increase a cities connectedness to these circuits of global capital. +nder
Harveys theory% entrepreneurialism% cities% urban governance and urban planning 7ere driven by
the global mar)etplace and the ability to access the circuits of capital in order to gro7% rather
than driven by the urban electorate% their 7ellbeing% health and needs 2#ec) = Tic)ell% 1..15.
6cott Campbell 2388E5 formulated AThe #lanners TriangleB 2'igure 35 depicting the conflicts
bet7een the environment and economics that city planners faceF the property conflict% the
resource conflict and the development conflict. These problems are therefore ingrained in cities
and perceptions of 7hat a city Ashould beB i.e. 7hat urban elites% planners and politicians
consider as intrinsic values. The >orld Commission on Gnvironment and Hevelopment 2389D5
suggested I!f large parts of the developing 7orld are to avert economic% social% and environmental
catastrophes% it is essential that global economic gro7th be revitali$ed.I
The triangle incorporates all aspects of city conflicts% and the resolution to these conflicts
2property% resources and development5% are dependent upon one another 2Campbell% 388E5. The
environmental conflict 2man versus nature5 emphasises the resource conflict% and the social
conflicts 2capital versus labour5 emphasise the property conflict. Jccording to Campbell 2388E5%
by considering both conflicts side-by-side one can see the social aspects of environmental
conflicts i.e. the development conflict. Gssentially Campbell - and many others K is trying to
highlight the importance of environmental problems and ho7 they are ingrained 7ithin all
aspects of city conflicts. Ho7ever% to change one aspect% you must change all% further
highlighting the interconnectedness of each conflict% 7hether one values nature% money% or
society more than others.
+
Figure 1: Campbells City Conflict Triangle:
(Campbell, 1996)
Intrinsic -alues
The planning and construction of cities has been% as Harvey 238985 states% based upon
entrepreneurial factors of gro7th and 7ealth at the e&pense of nature 2#ec) = Tic)ell 1..15.
!ntrinsic values are described as an ob:ect or AthingB that has value Ain itself%B or Afor its o7n
sa)e%B or Aas such%B or Ain its o7n right.B G&trinsic values are the opposite 2Limmerman% 1.3.5.
The literature surrounding 7hat an individual values as intrinsic is said to be at the heart of all
ethical debates% ho7ever it is beyond the scope of this pro:ect to fully e&plore the comple&ity of
this Cuarrel.
Cities are debatably e&emplary of a leaning trend 7ithin society to7ards under or devaluing
nature. Js mentioned above% the construction and planning of cities in the post 7arMindustrial era
valued capital flo7s and connectedness to circuits of capital over nature and ecosystem services.
!t could be said that 7ealth and materialistic goods are valued over other aspects of modern life%
such as community% the environment and nature.
,
J recent government report% AThe ,atural ChoiceF securing the value of natureB 21.335% is
testament to the gro7ing importance governmental and non-governmental organisations are
putting on the value of the natural environment. The formation of the !#CC in 1.34 furthered
sho7ed the international governmental commitment to tac)ling climate change% ho7ever it is
individual human activity that 7ill play the biggest role. The problem lies 7ith ho7 and 7hat
individuals value as intrinsic and thro7ing statistics at people 7ho do not value nature% the
environment and ecosystems 7ill not 7or) 2Clar)e 1.345. Jpathy% ignorance and lac) of interest
are the ma:or factors contributing to people devaluing nature% especially in urban areas.
Jccording to C;!, 2Climate ;utreach = !nformation ,et7or)5. !t is no7 )no7n that certain
values are lin)ed to each other 7hilst others oppose one another 26ch7art$ 38815. !ndividuals
7ho have strong relations to e&trinsic values 2materialism% po7er% 7ealth% personal
achievements5 do not relate strongly to intrinsic values 2benevolence or biocentrism5 2Corner
1.315. 'igure 1 sho7s the ten universal values that have related or not relate to one another.

Figure 2: The ten uniersal alues i!entifie! by !eca!es of social"psychological research
(#ch$art%, 1992)& #elf"transcen!ence alues hae been strongly associate! $ith a range of pro"
enironmental attitu!es an! behaiours&
(Cite! in Corner, 2'12)
-
;ur pro:ect aims at generating interests in nature through advertising it. Jdvertising% for many
critics% is a manipulator of the masses that aims to shape society in its o7n image 2Jle&ander et
al 1.335. The debate on advertising is to vast to be covered by this pro:ect% ho7ever% the AmirrorB
or AmanipulationB aspect that it has been criticised for can be used to detract people valuing
e&trinsic beliefs and concepts to7ards intrinsic ones% therefore changing societies cultural values.
;ur first initiative is directly aimed at changing peoples values of nature. >e aim to convert the
derelict Holbec) viaduct into a garden 7al)7ay% incorporating eeds industrial past 7ith
Nor)shires natural ecosystems and beauty. "y embracing nature together 7ith the industrial
history of eeds 7e aim to sho7 ho7 economic benefits% and other factors usually considered
e&trinsic can become lin) together. This idea again highlights Campbells triangle theory of city
conflicts. 'urthermore% our other re-greening schemes% such as garden bus tops and bus stops%
and implementing flo7er beds% mini-ecosystems and other forms of nature in alternative%
unconventional spaces% 7ill further advertise nature and bring its importance to the forefront of
peoples minds. This idea% as mentioned above% 7ill aid in changing the 7ays the urban
population vie7 nature to7ards an intrinsic value.
.irect #n/ironmental 0enefits
Changing intrinsic values are of upmost importance for this pro:ects success. Ho7ever% having
an impact on the 7ay people perceive and value nature is not the only ob:ective. There are clear%
direct% environmental advantages in creating and implementing an urban :ungle.
The +rban Heat !sland effect 2+H!5 is of considerable concern to the !ntergovernmental #anel on
Climate Change 2!#CC% 1.31@ Chen and <im% 1..95. The most obvious effect is increased inner
city temperatures ho7ever secondary effects include the development of clouds% fog and
increased humidity leading to high precipitation rates 2"ra$el% 1..E5. "y our pro:ects fifth year
7e aim to have our green 7all initiative implemented to help combat +H!. Green 7alls promote
natural cooling systems such as photosynthesis and evapotranspiration 2GHRC% 1.305.
'urthermore% the 7alls 2and roofs 7hich 7e hope to implement later on in our pro:ects overall
plan5 contribute significantly to direct cooling effects as sho7n in Jle&andri and <ones 21..95
study on urban greening and its benefits.
.
!n addition% this study has sho7n indirect radiative cooling effects that help regulate inner canyon
2ground temperatures5 in cities 2Jle&andri = <ones 1..95. The study sites ho7 the
Amicroclimatic modificationsB that green 7alls 2and roofs5 have% create cooler buildings and
therefore can decrease cooling load demands Cuite significantly 7ithin buildings resulting in
energy savings of 41/ - 3../ 2Jle&andri = <ones 1..9 p. 0835.
Jlthough the City of eeds air pollution is relatively lo7% this pro:ect aims to create a feasible
sustainable model for other cities to follo7. Green 7alls help prevent air pollution and improve
the Cuality of air 2Currie = "ass 1..95. This increases the Cuality of life in urban areas. 'urther
benefits of our green 7all initiative includeF increase space for urban habitats@ reduced noise
pollution and anti-social behaviour deterrent 2Tree = "o&% 1.305
Social 1 2ealth #ffects
The impact of re-greening urban areas on individuals has been 7ell documented throughout the
literature 2for e&ampleF Grinde = #atil% 1..8@ ehrer% 1..8@ "erman% <onides% = ?aplan% 1..9@
?aplan 388-@ Hartig et al% 3883@ Health Council of the ,etherlands% 1..0.5. There is vast
research on ho7 scenes of nature evo)e positive emotions% facilitate cognitive functioning% and
promote recovery from mental fatigue for people 7ho are in good mental health 2>olf = 'lora
1.3. online5. The follo7ing table is an assessment of the literature surrounding the vast array
benefits encountered through green space across various disciplinesF
10
Figure (: Table of )goo! health in *reen cities
(*reen Cities: *oo! +ealth Cite! in ,olf 2'12)
The above sho7 ho7 re-greening urban areas can overcome many conflicts produced by post-
industrial entrepreneurial cities. The depth and e&tent of this literature allo7s one to see the
opportunities for collaboration bet7een other7ise unrelated businesses% organisations and
government bodies. This highlights the importance of Campbells triangle theory and sho7s ho7
integral ecosystem services are in the production of urban spaces and city planning for the future.
11
!ncorporating green 7alls% roofs and other alternative spaces 7ithin inner city areas can address
the everyday mental health issues and cognitive functions that surround city life 2Heer7agen
1..85. The Heraclitean motion 2soft rhythmic movements of trees or grass in the 7ind and shade
created by trees and canopies5 is associated 7ith tranCuillity% safety and calmness 2>olf = 'lora
1.3.5.
These e&ternal benefits create better atmospheres for employees% consumers% students and K
although not directly incorporated in our pro:ect K patient recovery. This 7ill benefit eeds
business districts by creating an atmosphere that encourages productivity and 7or) ethic 2ohr et
al 388E5. +rban areas% particularly eeds city centre% seem daunting and comple& 7hen
considering ho7 one may be able to change their physical appearance a7ay from the
entrepreneurial status Cuo 2Heer7agen 1..85. Ho7ever% incorporating nature and imitating the
natural ecosystem 7ithin cities% local populations are encourages to appreciate and learn about
these spaces% thus promoting cognitive function through visual fascination 2?aplan = ?aplan
38985. This idea again refers bac) to our pro:ects main aims% changing peoples values of nature%
and highlights ho7 important this is for both environmental% health% and social reasons.
Figure -: The .eubens +otel in /on!on
(#cotscape /iing ,alls: http:00$$$&scotscapeliing$alls&net0)
12
Se#tion ): Gene!al *bli# Engage&ent
The adoption of effective methods to ensure public engagement is a vital component in ma)ing
this pro:ect successful. Contemporary urban societies represent many different identities% 7hich
each have to be valued eCually and therefore represented accordingly. Js such% it is imperative
that public engagement targets different types of communities in eeds through a participatory
approach% enabling all members of the community to ta)e an active role in the decision-ma)ing
and implementation of the pro:ect% as public deliberation is essential to democracy 2#age% 388E%
p.35.
This approach is highly inclusive% meaning all sectors of society% 7hether classified by social
class% ethnicity% gender or age% are 7elcome to contribute to ensure that the citys entire populous
maintain a participatory role 7ithin the pro:ect should they 7ish to. This type of communal
discussion greatly differs from the increasing competitiveness in neoliberal societies% 7hich has
proven very costly in developing collective efforts to combat climate change 2Chambers% 1..45.
!t can be e&tremely difficult to find a commonly shared interest bet7een different sta)eholders%
especially in multicultural urban societies. !n this case% the pro:ect uses environmental a7areness
as a method to bring about traditionally separate groups% creating a dialogue 7ithin these urban
societies. >hitmarsh et al 21.335 state that environmental a7areness to the impending threat of
climate change is something no7 recognised by the vast ma:ority of society as a highly
important issue that nee!s to be addressed. ,evertheless% the systems in place for communities to
contest the issue are still lac)ing.
"y reflecting and discussing the various interests and values of all social groups% 7e are able to
use the concept of a general gro7ing environmental a7areness as a tool to not only enable
ecological restoration in eeds but also aid progression in community cohesion. Js a result% the
pro:ect e&ists as an e&ample of spaces for urban negotiation 26ar)issian and Hofer% 1..8%
p.38D5@ a communal process that is not only necessary for the implementation of the pro:ect but
is a notion that has 7ider importance in creating the societal changes needed to tac)le climate
change in its entirety.
13
Gnsuring 7e match the technical data 7ith the )no7ledge held by e&perts in ecological
restoration alongside the local values and beliefs of the community is incredibly important.
+sing e&pert )no7ledge as a foundation to engage and stimulate public debate bet7een different
sta)eholders% allo7s for the pro:ect to reach its ecological ob:ectives 7hilst also harmonising
7ith the values set out by local sta)eholders. This is arguably the most significant attribute of
engaging 7ith the public% in that it empo7ers people that are usually left e&empt from important
decision-ma)ing processes that affect their urban landscape and invariably their o7n livelihoods.
The participatory approach both empo7ers and enables individuals to gain carbon capability
2>hitmarsh et al% 1.33% p.-D5 as they begin to understand that they can ma)e substantial changes
to their environments and collectively reduce the carbon footprint. "y encouraging discussion of
environmental issues% local people gain more of a personal relationship and understanding of
7hat can and must be done% rather than feeling as though they can ma)e little or no difference%
therefore bridging the value-action gap 2>hitmarsh et al% 1.33% p.-D5 7hereby an issue is
valued as being important but little action can be made to change it as an individual or on a local
scale.
Collective decision-ma)ing is an important part of the planning process% and should be initiated
from the beginning of the pro:ect% in order to prevent conflicts% 7hich could cause considerably
great problems bet7een different groups in future scenarios. Jdditionally% this participatory form
of public engagement prevents conflict as communities realise that the fate of climate change is
something that is shared bet7een them so conflict of self-interest is meaningless 2Gutmann =
Thompson% 388E5.
;ne of the )ey sta)eholders that must be involved in the pro:ect is the involvement of children
and other young people. Js a for7ard thin)ing programme loo)ing to e&pand the restoration of
urban areas bac) to nature over the long term% it is imperative that younger generations ta)e a
)een interest in it. J potential issue 7ith this is that the information provided to children has to
meet their intellect and interests% yet a 7ell-rounded and transparent understanding of the pro:ect
is still vital. Js such% children must be engaged in an informal setting% 7ithout ma)ing the
learning process of the pro:ect too strenuous@ one method in 7hich children could be engaged
easily is through the use of activities and informal 7or)shops that relate to the pro:ect.
14
!n order to attract people to the pro:ect% clear and accessible information must be established
from the beginning to solidify engagement and enhance participation 2#etts% 1..D5. ;nce
communities in eeds are consulted of the aims of the pro:ect% initial meetings can be organised
in a neutral setting% so as to not ma)e any individual or group feel e&cluded. #etts 21..D5 uses a
t7o-stage approach to7ards public engagement and one that 7ould suitably fit the natural
restoration of eeds as an urban area. The first stage sets out the overall vision that 7ill inform
people ho7 eeds and its surrounding area are going to be re-greened% follo7ed by a deliberation
bet7een the various sta)eholders about 7hat is most important to them. Jfter establishing the
overall ob:ectives of the pro:ect% the second stage 7ould focus on the specific 7or) carried out in
various locations across eeds% e&plaining the logistics of ho7 particular strategies are going to
be implemented.
;nce this 7or) begins% regular visits to the various re-greening sites 7ould be arranged so that
those 7ith e&pertise can e&plain the processes being underta)en to re-green eeds to local
people. The advantage of this is that this discussion bet7een local people and e&perts 7ill ta)e
place in an informal setting allo7ing for all parties to voice their opinions and concerns% 7hilst
also allo7ing local people to actively get involved in the re-greening process through the
planting and design of urban green areas. This is beneficial as they then have a feeling of
personal responsibility over the pro:ect and so are more li)ely to continue to preserve their o7n
hard 7or) in the future. Jdditionally% plaCues and noticeboards e&plaining 7hat the pro:ect aims
to achieve ne&t to these green areas 7ill help educate and inspire the public long after these
pro:ects have been completed.
'urthermore% in order to communicate the aims and ob:ectives of the pro:ect to the 7ider 7orld%
different media technologies 7ill be utilised to publicise the pro:ect and the 7or) that is being
planned or underta)en. This shall include the use of a 7ebsite that can provide in-depth
information on the pro:ect that can be accessed from any location% along 7ith the use of different
social medias that can provide a platform in 7hich 7idespread public deliberation on the re-
greening of eeds and other environmental issues can ta)e place 2Carpini et al% 1..05.
ocal media outlets in eeds% such as ne7spapers li)e the Nor)shire Gvening #ost% could be used
in order to spread a7areness about the pro:ect and )eep 7ider society updated on the
developments of the pro:ect as it evolves. Teachers in schools 7ill be very important people to
consult about the pro:ect as they can then spread the message to younger generations. !n this
7ay% the 7ider community is being addressed through the use of gate)eepers% 7ho are able for
1*
7hatever particular reason% to access the 7ider community@ getting these individuals on board
7ith the pro:ect is essential in achieving 7idespread public participation in the pro:ect 2#etts%
1..D5.
The public engagement that is being demonstrated 7ithin this pro:ect supports the notion that it
is impossible to have environmental restoration in heavily populated areas 7ithout the support of
the urban society 2*an Higgelen et al% 1..35. #ublic engagement demonstrates the importance of
the sub:ect in discussion% not only the ob:ect. !n this 7ay% the pro:ect cannot :ust set out its aims
as focusing upon the physical ecological outcomes of regreening eeds@ rather there has to be
clear benefits that derive from the participation of local people.
Figure 1: 2llustration of )regreening the city through guerrilla gar!ening, by *iorgia 3ellingeri
(http:00$$$&giobell&co&u40illustration021-1(15boo4"illustration"guerilla"gar!ening&html)
1+
Se#tion +: Co&&ni#ation St!ateg(
J city7ide plan is one that reCuires the active involvement of a range of e&ternal bodies% 7hich
vary in their roles 7ithin the re-green eeds pro:ect. Those members participating 7ithin the re-
green eeds pro:ect must commit to a shared common goal to effectively implement this plan.
Therefore% this section shall loo) at 7hich channels have been considered to successfully plan
and implement this environmental% social and economically beneficial pro:ect.
The roll bac) of national state regulation has caused for a reduction in centralised government
based policies 2>hile et al.% 1..05. This has allo7ed for the emergence of the entrepreneurial
city 2Hall and Hubbard% 3889@ Harvey% 38985 opening the door7ay to pro:ects such as this one.
Therefore in order to put our re-green eeds solution into conte&t% one must e&plain the current
problems in our contemporary cities% as mentioned in previous paragraphs. ;nce these issues
have been addressed% one may present the benefits of such a self-sustaining pro:ect.
Table 1. Communication Strategy Criteria 3 4egulators
"ody Role Communication 6trategy
eeds city
Council
;verloo)ing body to
ensure that pro:ect does not
infringe current legislation
and city regulations 7hilst
ensuring sustainable and
economic gro7th.
>hilst regulations surrounding eeds city centre
development are strict% these are not vie7ed as constraints
to prevent reaching our end goal 2#lanning practice
guidance% 1.305. Therefore% the proposition shall be
e&tended to the council through face-to-face meetings
7hereby the vie7 of the organisers 2ourselves5% the vision
of sta)eholders 2private and public5 and priorities of the
regulators 2council and general public5 can all be
addressed. >ithin a council meeting% 7e 7ould hope to
cover the topics ofF detailing the chosen sites for
interaction@ introduce our time frame and identify the
importance of regional cooperation by e&plaining the need
for community pro-activeness.
The meeting shall conclude by reiterating the )ey social%
economic and environmental improvements that eeds
1,
7ill benefit from. ;nce completed a meeting 7ith the
council% 7e 7ould e&pect them to understand the long
term sustaining benefits of the pro:ect 7hilst developing
the opportunity for further environmental improvements
such as improving air Cuality and carbon negative
schemes.
,# K
ocal
,ature
#artnershi
p
J regulator and driver of
environmental% social and
economical collaboration.
!nvolved in the strategic
planning stage as much as
regulation.
J successful meeting 7ith the ,# 7ould begin 7ith
discussing the benefits that such a pro:ect shall create. J
presentation of the challenges 7ill be appropriate to allo7
us to demonstrate ho7 7e can manage these problems by
providing sustainable solutions. >hilst the ,# are
careful planners% presentation of available sta)eholders
7ill bac) up our pro:ects validity. Hemonstration of
maintenance strategies through labour and sta)eholder
integration shall be essential to gain the support of the
eeds ,#.

To ensure the successful funding of such a diverse scheme the pro:ect must provide direct or
indirect benefits bac) to the sta)eholder. J sta)eholder might have different values of benefits.
Therefore% one must identify ho7 the re-green eeds scheme can be of a long-term advantage to
the targeted sta)eholder by specifically identifying the benefits that can be brought to them
2#orter et al% 1..E5. ong-term investment is essential for sustainable development@
conseCuently% communicating clear long-term benefits bac) to the sta)eholder 7ill improve
investment security.
1-
Table . Communication Strategy Criteria 5 (unders
"ody Role Communication 6trategy
ocal
"usinesses
2#rivate
investors5
!n many aspects% these
members represent the cities
strong economy and define
eeds to be a )ey financial
centre of the +?. Their
partnership and influence has
the potential to add 7eight
and momentum behind our
pro:ect. Their uniCue style of
interaction 7ith the consumer
can facilitate and encourage
public support over time.
The need to individually approach sta)eholders is vital to
securing funding. This 7ill enable potential sta)eholders
the time to consider the proposition and as) any Cuestions
relating to the pro:ect. "y focusing our attention on each
individual sta)eholder% one at a time shall 7e be able to
ensure that each individual gets the most out of this pro:ect
as can be given and in return 7e can secure long term
investment. >hilst many companies have recogni$ed a
shift in consumer attitudes to7ards supporting
environmentally conscious corporation% many are yet to
bridge this gap. >hen presenting to a potential
sta)eholders% one must ma)e clear that this pro:ect is in the
publics eye generating the opportunity to bridge that ever-
gro7ing gap. "enefits must be detailed includingF
improving public relations@ increasing customer base@ and
gro7ing company profits over the 3. year plan.
eeds City
Council
Hemonstration of a concrete
long-term plan 7ill encourage
long- term investment. Hue to
their city7ide influence% the
importance of gaining council
investment 7ill provide the
opportunity for pro:ect
security for the duration of
the pro:ect time frame and
possibly beyond.
!t is crucial that council needs are identified before
proceeding. Their policies have focused on social
7ellbeing% the integration of nature 7ithin our busy cities
and the boost of tourism over the past ten years.
Therefore in a meeting circumstance% one must display
concern of social 7ellbeing 7ithin the city by
demonstrating ho7 the re-green eeds scheme can
improve social 7ellbeing by improving the natural
environment in the direct ga$e of society. #resentation of
the effectiveness of this carbon negative pro:ect at
reducing the !sland heat effect 2Givoni% 1..0@ 6chreurs%
1..95 7ill be of eCual importance. This opportunity to
combat tough national standards on carbon reduction 7ill
be a po7erful and visual message to the rest of the +?%
securing eeds image as a Green City.
1.
Jn integral part of this pro:ect is to maintain high standards@ this 7ill be communicated from the
management team to those labourers. !t shall be essential to have a clear and simple plan to
avoid confusion and margin for error. Their involvement in the pro:ect shall certainly be open to
Cuestions as this pro:ect provides a fluid space for developing theories and concepts.
Table $. Communication Strategy Criteria 5 +abour
"ody Role Communication 6trategy
*olunteers >hilst this is a non-profit
pro:ect% volunteers shall be
essential to the implementation
of these plans. Hifferent s)ill
levels are reCuired to complete
this pro:ect@ conseCuently
volunteers 7ill be mostly
reCuired as a manual labour
force.
J clear presentation of our aims and ob:ectives
must be made 7idely available to this tas) force.
*olunteer organi$ations 7ill have their o7n
frame7or) that they 7ill 7ish to stic) by for
pro:ect implementation. Therefore% it 7ill be
appropriate to provide volunteer opportunities
7ithin this pro:ect that 7ill be specific to the
frame7or) of the volunteer organi$ation. The
incentives for volunteer participation 7ill includeF
addressing the lac) of nature in our urban
landscape@ improving the environmental
7ellbeing of the eeds general public and to
improve eeds reputation as a Green city
opening the door to a 7ider diversity of pro:ects
in the future 2Chiesura% 1..05.
+niversity
of eeds
(any bright minds are
constantly loo)ing for
opportunities to sho7 their
hands on approach to solving
social and environmental
situations. +niversity staff and
students 7ill be able to provide
the pro:ect 7ith labour%
management s)ills and
academic evaluation of the
pro:ect.
!t 7ould be fitting to approach departments 7ith
interest and e&perience in the pro:ect field.
Therefore% see)ing collaboration from the faculty
of Garth and Gnvironment% Geography and
6ociology. >e 7ould e&pect to propose pro:ect
themes of alternative urban development% nature-
concrete integration and improving urban social
7elfare. The volunteers 7ould receive benefits
includingF improve pro:ect e&perience to
ine&perienced undergraduates% the chance to
conduct original academic 7or) on a local case
20
study and local net7or)ing 7ith similar
volunteering groups.
Noung
;ffenders
Jn often unemployed and
7idely disregarded sector of
society. Their hands on
approach to pro:ect
implementation 7ill provide
valuable labour force to
complete our pro:ect.
To approach a young offenders institute 7ould
provide them the opportunity to 7or) on sites
behind the scenes to gaining gardening and
practical s)ills that shall give them further
opportunities in life. This 7ill provide them a
chance to give bac) to society in a positive and
novel 7ay that they can be proud of no7 and for
future generations.
ando7ners in many circumstances are also sta)eholders in this pro:ect. Therefore% their
involvement is crucial to successfully complete this self-sustaining scheme. !ncentives for these
bodies to collaborate on such a pro:ect are simple. >ith the use of their space% they 7ill be at the
forefront of such a pro:ect% directly in the publics eye therefore improving their public image
and seen as innovators in sustainable business 2<im% 1..05.
'igure EF #la$a de entrada% a vertical garden at the Cai&a 'orum in (adrid.
2httpFMMen.7i)ipedia.orgM7i)iM'ileFCai&a'orumO(adridO3.:pg5
Table 4. Communication Strategy Criteria 5 +ando6ners
21
"ody Role Communication 6trategy
,ational Rail
2,R5
;7ners of
Holbec) *ia Huct
JcCuiring this space 7ould involve meetings to buy or
use the space. Hue to the disrepair of the viaduct% 7e
7ould provide ,R 7ith the chance to redevelop the via
duct redefining the local understanding of transport and
nature. >e 7ould e&pect ,R to 7ant returns. >e
7ould recommend that ,R use this pro:ect to front a
campaign for converting bro7nfield sites into natural
urban landscapes in other cities across the +?.
#rivate
ando7ners
;7ner of #rivate 7all
space
ocal businesses that ma)e up the ma:ority of funding
7ill be the providers of much of our space for pro:ect
placement. Their investment shall directly be seen on
their 7all space visible to the public eye. The benefits of
such a scheme have been mentioned above.
Council #ublic lando7ners #resentation of the benefits of turning unconventional
spaces into attractive% natural $ones 7ill be displayed.
Concerns such as property damage shall be addressed by
e&plaining the potential temporary nature of our gardens
to demonstrate a lo7 ris)% high intrinsic value edge to
this pro:ect.
Se#tion ,: *tting it into '!a#ti#e
"lanning and Implementation
22
"y 1.-. the +, predicts that almost seven billion people out of a pro:ected nine and a half 7ill
be living absent from nature% concentrated in our urban centres 2ederer% 1.345. !f humans are
not 7illing to go to nature then a plan must be put in place to bring it to them. The re-unification
of man and nature is a tradition rooted in antiCuity that is being earnestly revived in several cities
2a7rence% 38995.
The upgrading of urban centres into greener environments is being recognised as a prominent
feature of the sustainable paradigm 2<im% 1..05 and is a scheme that can be 7idely implemented
in eeds city centre. Ho7ever% locating suitable sites throughout the centre that are able to
nurture green space is increasingly challenging% this is 7hy 7e must loo) to the mundane and
unconventional sites and spaces of the city. There is no need for large-scale landscaping pro:ects
in re-purposing urban space% as this pro:ect 7ill loo) to the already e&isting urban spaces of the
city to implement our green strategies. !n order to gro7 and develop the various gardens in
inhospitable urban spaces an out-of-to7n gro7ing site 7ill be used. J potential location for such
a site 7ould be in the Clarence Hoc) area 7here several dis-used bro7nfield sites are located. !n
order to effectively re-green eeds city centre a plan stretched over a ten-year time-scale 7ill be
put into effect.
Figure 6: 7hotograph of the !isuse! +olbec4 8ia!uct at present&
(http:00$$$&yourlocal$eb&co&u40$est"yor4shire0lee!s0pictures01262-96"holbec4"ia!uct"!isuse!0)
7ear 8ne: The 2olbec9 !reen 2igh6ay
The "lan
23
6tarting out in Holbec) to the south of the city centre and running 3.D )ilometres all the 7ay to
the central train station% the Holbec) viaduct has been disused for almost a third of its lifetime
since being constructed in 39E8 2"ro7n% 1.305. This flagship scheme aims to repurpose the
viaduct into a green high7ay that 7ill lin) the area of Holbec) to the city centre. This 7ill not
only create an alternative 7ay of gaining access to the centre of eeds but 7ill create a green
open space that supports a variety of ecosystems through repurposing an e&pansive and derelict
piece of land. 6imilar green high7ay schemes have been successful in #aris 2#romenade
#lantPe
1
5 and ,e7 Nor) 2High ine
2
5 as they represent ne7 7ays in 7hich cities can thin) about
e&panding their green space 7hilst tac)ling obvious environmental concerns.
Implementation
Jfter securing a deal 7ith national rail and the city council% enabling development of the land for
public use% renovation of the site 7ill commence. The mobilisation of relevant sta)eholders 7ill
incur as several infrastructure issues must initially be addressed% primarily access and safety. !n
order for the 7al)7ay to be accessible locations 7here stair7ells can be placed 7ill have to be
sourced% as 7ell as identifying if the ageing *ictorian structure is suitably safe to be used as a
public green high7ay.
The landscaping of the site 7ill be approached in t7o 7ays. 'irstly% the rail7ay 7ill be re-
appropriated using the e&isting metal trac)s as 7ell as 7ooden plan)ing in order to maintain
aspects of the sites industrial heritage 7hilst reinforcing it into a suitable 7al)7ay. G&cess
materials from the redevelopment of the trac) 7ill be used to construct public seating spread out
along the high7ay. 6econdly% some of the current greenery on the viaduct 7ill be maintained
7hereas overgro7n and unattractive shrubbery 7ill be replaced 7ith appropriate flora that can
support numerous ecosystems. *arious beds 7ill be laid along the green 7al)7ay and planted on
site 7hereas some of the flora that is to be replaced 7ill be raised at the out-of-to7n gro7ing site
and transported to the location once it has reached a suitable level of maturi
7ear Three: -ertical !reening
The "lan
1 httpFMM777.promenade-plantee.orgM
2 httpFMM777.thehighline.orgM
24
The second step of the ten-year plan tac)les the homogenisation of urban centres by re-
appropriating e&pansive concrete 7alls that serve no aesthetic or environmental purpose. The
retailer (ar)s = 6pencer 7ill be approached to pioneer the first green 7all in eeds due to their
previous investment into the green 7all scheme as part of their #lan J sustainable pro:ect% a bid
to become the 7orlds most sustainable retailer 2(ar)s = 6pencer% 1.3.5. !nstead of using a
living 7all 27hich reCuires hydroponics systems and labour intensive construction processes5% a
form of green faQade 7ill be used% as this is a more feasible ob:ective in only the 4
rd
year of the
re-greening pro:ect 2Hover% 1.3.5. 'urthermore% these vertical green spaces 7ill help in boosting
the biodiversity of the city as they provide a variety of food sources for invertebrates 7hich% in
turn% act as a food source for different species of birds 2;lby% 1.305. Green faQades have been
used by various institutions throughout the +? namely the >estfield centre and the 6aracens
rugby stadium
3
. 6uch schemes are appealing to private organisations as it enables them to boast a
desirable image as 7ell as flaunting sustainable credentials.
Implementation
Jfter securing a partnership deal 7ith (ar)s = 6pencer% a suitable location 7ill be sought on the
faQade of the shop% this ideally needs to be south or 7est facing to reduce solar overheating and
to provide shading 2Hover% 1.3.5. Jfter a suitable location is agreed upon% the relevant
sta)eholders 7ill be mobilised in order to construct the green faQade at the off-site location% this
7ill be completed in t7o separate steps. 'irstly% development of a 7ooden trellis that can be
deconstructed into transportable pieces 7ill be assembled% transferred to the location and
attached to the relevant faQade.
6econdly% suitable climbing plants 7ill be sourced in order to create the most aesthetically
stri)ing 7all@ these 7ill be gro7n in nurseries at the off-site location until a suitable level of
maturity is reached 7hen they can be transported and attached to the trellis. 'urthermore% the
plants sourced 7ill need to be evergreen in order to eliminate seasonal issues.
7ear (i/e: :icro3!ardens
The "lan
3 'or other green faQade pro:ects seeF httpFMM777.scotscapeliving7alls.netMpro:ect-galleryMmain.html
2*
"y the fifth year of the pro:ect greening the mundane micro-spaces of the city 7ill come into
effect. 'ollo7ing the pro:ect model of greening the unconventional sites of the city% this part of
the plan 7ill address spaces that 7ould typically not be able to support any type of greenery. The
types of sites that 7ill be addressed are bus stops% letterbo&es% telephones bo&es and bus rooftops%
all 7ith varying 7ays of supporting green space. Gach location 7ill be installed 7ith site-specific
flora and fauna that are able to support a diverse array of ecosystems. 'urthermore% the sites 7ill
be fitted 7ith plaCues informing the public of the biodiversity 7ithin the compact green space
before them. This part of the pro:ect aims to inform city d7ellers that it is possible for various
types of natural ecosystems to thrive 7ithin an urban environment% even in places you 7ould not
e&pect. #ast schemes that have been implemented to reconnect urban society 7ith nature are the
#hyto?inetic
4
buses in "arcelona and a similar pro:ect called "usRoots in ,e7 Nor) City.
Implementation
This part of the scheme 7ill call for a partnership 7ith the eeds City Council as it reCuires the
development of public amenities in reconnecting urban society 7ith nature@ a commitment laid
out in the 1.33 ,atural Gnvironment >hite #aper 2Hepartment for Gnvironment% 'ood and Rural
Jffairs% 1.335. ;nce the partnership is agreed upon relevant sta)eholders 7ill be mobilised in
order to construct the appropriate infrastructure in order to support the ecosystems in these
unconventional spaces. !nstead of using soil beds a form of hydroponic foam 7ill be utilised%
similar to the one used in the #hyto?inetic pro:ect% as it is far lighter than soil% retains humidity
over 7ater% and is easier to transport and implement in the relevant locations 2#las)off Horton%
1.345.
Jt the off-site location the foam 7ill be cut into appropriate si$es follo7ed by the administering
of a carpet layer of flora on top. These micro-gardens 7ill then be attached to steel frames in
order to give them some rigidity 7hen implemented at the various locations. ;nce the micro-
gardens are transported and attached to the specified sites% seeds 7ill be laid enabling the micro-
gardens to flourish and develop over time.
4 httpFMM777.phyto)inetic.netM
2+
2,
Figure 9: 2llustrations of unconentional re"greening locations by Clau!ia *oul!
7ear Ten: City *ide Implementation and .e/elopment of Strategies
"y the tenth year of the pro:ect 7e aim to have achieved all the strategies laid out in this brief but
in more numerous supply altering the 7ay in 7hich people regard nature% as a pivotal facet of
contemporary urban centres. The vertical greening pro:ect 7ill aim to engage in more private
partnerships 2li)e 7ith (ar)s = 6pencer5 7ith an aim of creating living 7alls as opposed to
green faQades. These 7alls boast a greater biodiversity% have the potential for supporting a 7ider
variety of ecosystems and are far more aesthetically stri)ing 2Hover% 1.345. ,e7 strategies 7ill
be implemented in further unconventional urban locations in order to provide a greater variety of
ecosystem services into the urban environment@ such strategies could be the development of
green roofs 2;berndorfer et al.% 1..D5.
Through implementing these strategies on an impressively 7ide scale% in the unconventional
sites and spaces of eeds city centre% a green model of sustainability 7ill be created. >ith
successful implementation this model 7ill be able to be replicated in other urban centres
throughout the +?% turning spaces that usually serve little to no purpose into sites rich 7ith
biodiversity.
Figure 9: : propose! plan to re"green the $hole of 3eirut,
/ebanon&
(http:00$$$&online"a!ents4alen!er&info02'110)
2-
2.
Con#lsion
;verall% the feasibility of this pro:ect must be thoroughly assessed in order to successfully
estimate its role 7ithin any urban location. >e have devised% planned and speculated over the
various challenges and ho7 7e 7ould overcome obstacles 7ithin the plan. ,evertheless% there
are some limitations to the pro:ect% 7hich 7e have struggled to provide ans7ers for. 'irstly% an
element of trust is imperative to our pro:ect% as 7e have invested faith in members of society to
refrain from simply sabotaging and ruining the greenery constructed. This is something 7e have
no control over and 7ould have to consider should the problem arise. 'urthermore% the legal
permission 7e 7ould need to access certain "ro7nfield sites and redevelop could prove
challenging to obtain% primarily because gaining planning permission is a lengthy and comple&
process. This 7ould be further hindered should private o7nership of land be an issue.
!n light of this% it is important to reinstate that given the theoretical and conceptual nature of this
pro:ect outline% 7e have succeeded in considering potential fla7s to our plan and the li)elihood
of potential inevitabilities. >here 7e 7ould ta)e the pro:ect after the ten-year plan 7ould indeed
be dependent on its success and the problems incurred over the course of its development%
although in an ideal scenario% regreening urban areas internationally 7ould be ideal. 6preading
the trend of regreening cities is possible% and the hypothetical implementation of large-scale
nature invasion pro:ects could multiply in an epidemic fashion. 6hould the grey scenes of the
>estern 7orlds most populated locations reinvigorate their concrete 7ith natural beauty% 7e
may be one step closer to rectifying the damages done by previous generations.
,evertheless% it is crucial to note the inherent defects associated 7ith utopian idealism% and given
the current economic status across governments and city councils 7orld7ide this is a
considerable path to steer clear of. >e are fully a7are of the global climate change position% the
length of time necessary to convince and change collective values. Jn incomprehensible number
of grassroots and bottom-up pro:ects over the last t7enty years have failed to incur support% both
financially and morally from individuals to politicians. This is arguably due to heightened
demand on tight budgets% 7herein people are prioritised over environment.
Ho7ever% 7hat is so often ignored and overloo)ed% is that 7ithout the foundations of our natural
habitats% people and populations ali)e 7ill fail and 7e 7ill secure ourselves on the fast trac) to
permanent and inescapable environmental destruction.
30
T%e Tea&
The team 7e have built have 7or)ed closely and rigorously% eCually devoting time and creative
input to the creation of the pro:ect. ;n a field trip in >ales 7hilst studying at the Centre for
Jlternative Technology% 7e came together to formulate a theoretical proposal for a )ind of
Jlternative +rban 'uture.
+sing all the information collectively gleaned over the course of the module% 7e brainstormed
and debated over a series of ideas% 7ith our urban :ungle proposition successfully inciting
7inning votes from team members.
>e divided the 7or) 7ell% meeting regularly to discuss ne7 ideas% problems or Cueries. Jll team
members contributed eCually and fairly% and involved each other to produce a for7ard thin)ing%
radical and e&citing pro:ect for urban areas 7orld7ide.
Jlastair
Humphries-Cuff% Theo (c!nnes% Rhys Thomas% Claudia Gould% La) >ola7s)i
Bibliog!a'%(
31
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