Copenhagen (Nærheden), 2024
Nærheden
- Year
- 2024
- Location
- Copenhagen (Nærheden)
- Client / Partner
- Home.Earth, Backscatter
- Category
- Research & Tools
Challenge
Home.Earth is a real estate firm with a focus on sustainable development. They wished to investigate Nærheden, a new district in Copenhagen, to get a feel of the area's potential seen from the perspective of current inhabitants, and to investigate how Home.Earth could be a catalyst for a lively, active community in the local area.
Approach
VOLCANO analysed 75,000 conversations found in Facebook groups local to communities in Denmark known for their cohesion, to answer questions such as: what patterns can we see in the things residents are interested in, talk about, and value most? What brings people together in this community? VOLCANO assessed how the different conversations surrounding Nærheden played out on social media, in partnership with Backscatter.
The insights from the analysis allowed Backscatter to develop principles for how leisure and retail growth could be developed in Nærheden, benefiting both immediate residents and the surrounding area. The findings provided concrete, data-powered input for the design of Home.Earth's retail, cultural, and public space in Nærheden.