As well as a focus on local, there is evidence of the sharing economy in Oh Boy. A window-wrapped room on the roof is available for residents to use for everything from yoga classes to parties, boasting views of the huge green roof filled with conifers, shrubs, herbs and succulents, and of Copenhagen beyond.
Unlike the rest of the building, it features a more weathered timber floor, “so that people will not be afraid to use it,” Cord says. It’s a small demonstration of his belief that architecture can influence behaviour.
Arguably, Oh Boy was able to come to life through Siegel's unique ability to steer the process from vision right through to construction and management. Not only did this ensure the vision maintained its integrity – it also ensured momentum by bypassing many of the usual concerns and disagreements between various stakeholders. Oh Boy's leafy outcome is likely a result of this unique arrangement. "As owner, we are not afraid to have trees close to the building. We think there's no problem with the roots," says Cord. He adds candidly, "Often developers are very afraid of the roots, but this is not right, it is ignorance."
As rental manager and operator of the motel, the team is also afforded ongoing opportunities to continue tweaking design details. This working lab approach characterises the business – the Siegel 'office' is literally situated in makeshift sheds wherever their current building site is, to facilitate the closest levels of collaboration with craftsmen and clients. "I find it exciting to push with details, concepts and breaking norms, what an apartment building is. I want to create sustainable architecture where people feel good in both body and soul," Cord says. This intention is more than architecture. It's a social mission that, by virtue of Siegel driving the whole vision and process, becomes – rarely, and critically – actualised. As one commentator put it, "Thinking outside the box is one thing, but it is rarely the new thinking that survives the production process."
Another outcome of the group's position as building owner and manager is a longer relationship with the project – being able to witness the inhabited building. "We stay in the process," says Cord. "We can see how architecture can change and impact behaviour, and we can analyse how it is really used". For example, Siegel has included a natural swimming pool in one of their more high-density residential developments – something only usually included at the higher end of the market. "We can see that people use it well, and prove that it works from a technical, economic and architectural perspective."
The ideas that are successfully 'tested' become integrated in future projects. Iggy, another residential rental project of 70 apartments, repeats Oh Boy's status as a cycle- and pedestrian-friendly (i.e. car-less) project. Here again, the sharing economy is enabled with equipment like walking poles, shopping trolleys, folding bicycles, hiking backpacks and strollers; as well as a sauna, music rehearsal space and guest apartment. Even with all this amenity, rent is on par with other new standard apartments. "We can afford it because we control the entire chain and eliminate all intermediaries. We can spend that money on developing concepts," Cord says.
Like other exemplar global residential developments, Siegel's integrate objectives of environmental and social sustainability. "We think a lot about people's movement patterns. How can we create more opportunities where neighbours look each other in the eye?" Cord poses. They are not only actively designing to cultivate relationships between inside and outside, home and streetscape, plants and building – but also between people, placing the behavioural influence of architecture on equal standing with its physical function. In MalmÖ, Siegel is helping to transform a former industrial heavyweight into a more dynamic, mobile and lightweight city of the future – and encouraging citizens and visitors to be more connected to place, and to each other.
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