THE TWO LENSES
OF FLORIDA RD
Our journey exposed place-making and urban planning, as the inter-connected lenses
through which Florida Rd will deliver on the expectations of its community. This critical
understanding, supported by content informed by the stakeholder engagements in this
process, means Florida Rd has a 100% home-grown and internationally bench-marked
set of frameworks with a visual brand identity that will support the efforts of City and
the UIP for years to come.
LENS ONE:
LENS TWO:
The Urban Development Framework
Place-Making And Brand
The Florida Rd UIP, place-making committee and
city structures are working on a Florida Rd Urban
Development Framework, a cross-platform effort
that combines urban architecture, planning, transport
and engineering designs with the findings of the
DNA process. This framework looks at:
The place-making and branding of Florida Rd
focuses on building the Florida Rd community by
interlinking public and private spaces in terms of
what they offer and how they offer it.
Using the concept of a 3 legged stool the seat is
viewed as the public and private realm that is
Florida Rd with the 3 legs being:
Public space and mobility developed around the
street, its public open space and urban character,
integrating the pavements, parks and places for
human interaction.
Parking and traffic mapping with detailed
concepts around parking provision, impact on
surrounding roads, overall traffic flow etc.
Precinct connectivity brought to life through a
framework that supports the use and activation of
the public realm.
ProZoning campaign that deals with issues of
licensing, zoning and enforcement. To realise change
and garner broader local community support,
these issues will be an acid test of place progress.
Zonal concession that looks at a detailed plan
linking Florida Rd to areas like the sports precinct
and beaches as well as the prioritisation of non-
motorised transport.
Over the past months, City departments
such as Transport, Economic Development,
Planning and Architecture have worked with
respected companies like Iyer Urban Design
and Arup. More on page 8.
The unwavering commitment from everyone
is the only way a deep and long-term
transformation of the Road can take place
and the UIP can’t begin to express its
gratitude for this.
Quality and mix of products and services - What
should the product, service and public open space
mix look like? What sectors are critical to the place
and should be maintained and developed? What
sectors will play an active role in linking the Florida
Rd proposed mix and where is development being
left largely to chance? With the mix understood,
what quality standards will be set to uphold them?
Florida Rd’s appeal – This talks to the idea of
value and understanding what benefits Florida
Rd needs to provide to its stakeholders from a
functional, emotional, life-changing and social
impact point of view and how the place can go
about fulfilling these needs.
Florida Rd brand – This is how the delicious
and gritty x-factor in Florida Rd is captured and
translated into a branding toolkit for business,
communities and the drivers of the road.
Your Evolving Florida Rd Vision
Discovery is about unearthing, seeking and
learning and as the future picture for Florida Rd
is captured here, we want to know what you think.
Look at the details of this graphic depiction of the
outcomes of one of our workshop session.
What do you think?
Share your thoughts on our FB page.
Scan the QR code to access page or
go to facebook.com/FloridaRdUIP.
Or email [email protected]
Look at the different activities taking place along
the road and look at the 4 hubs that could guide
the clustering of activity along it.
ENTERTAINMENT HUB COMMERCIAL HUB
Food • Entertainment
Experiences • Outdoor Street
Events • Activations Business • Workshare
Collaborative Space • Speciality
Stores • “Silicon Valley”
CREATIVE HUB
Fashion • Art • Décor
• Design • Retail
FAMILY & OUTDOOR HUB
06 | THE/VIBE
SANDILE THUSI RD
Parks • Outdoor Leisure
• Recreational Activities