CLARENHOF · MECHELEN
A major urban redevelopment was reshaping part of the city. How could people affected by the change become part of what came next?
Het Clarenhof was a major redevelopment in central Mechelen, replacing the abandoned Euroshopping complex. After an intense demolition phase, archaeological discoveries brought the works to a halt, leaving an already disrupted neighbourhood facing a prolonged period of uncertainty.
The dynamics
Residents had experienced the development primarily through its impact on their environment. At the same time, the archaeological discoveries created an unexpected opportunity to reconnect people with the place through its heritage and involve them in what would come next.
My contribution
I proposed an immersive engagement journey that invited people into the project rather than simply communicating it to them. Step by step, the local community could discover the site's heritage, meet the architects, experience the future development, contribute ideas that were listened to and considered, and ultimately be among the first to choose a place within it.
What shifted
Over two days, the event attracted 800 people and generated registered interest in 58% of the available spaces ahead of the official sales launch.
What the experience revealed
The strategic opportunity is not simply to overcome resistance, but to create somewhere for that emotional energy to go, allowing people to experience the project differently and change their relationship with it.
Resistance means there is already engagement. Emotion gives you something to work with; indifference is harder.
Formal role
Senior Account & Event Manager, UP TODAY sprl