The Design Challenge:
Bringing young people closer to culture in the canonical institutions of Tel Aviv – Jaffa
Culture and the arts have always been a central anchor in Tel Aviv-Yafo’s character and a significant part of its existence.
We are witnessing young people moving away from cultural institutions worldwide. Institutional culture is the realm of adults, and many young people seek cultural alternatives in their spare time.
The corona crisis has hit the cultural industry hard and intensified the need and urgency to bring young people together to consume culture in institutions.
The research we conducted showed that the isolation in Covid created longing and intensified the need of young people for cultural and social activities:
What we did:
- The move included an analysis of a survey of cultural consumption habits among young people
- Review literature and examine the coping of cities around the world with the challenge
- Expert interviews, partners from the municipality, dialogue meetings with officials in institutions
- More than hundred thirty-five interviews of residents (roaming microphone) to understand how young people perceive cultural institutions? What are the needs, motivations, and barriers when it comes to consuming culture?
- Analysis and extraction of insights and their translation into ways of action
- Development of courses of action presented to the CEO and including a holistic strategic plan that addresses this complex challenge
- Prototype moves for refinement, characterization, and mastery of initiatives
- Accompanying the implementation of the program
What we learned:
- Cultural institutions suffer from a bad reputation, old-fashioned image with which young people do not identify, and even shy away or dislike it.
- Young “Tel-Avivians” are busy building their image as “Tel Avivians” as part of their identity. The institutions do not serve to create this image
- To attract young people, the cultural experience must contain characteristics of social recreation
- There is a need to experience unexpected, new, intriguing, interactive experiences that engage viewers.
- Young people will make a minimal effort to obtain information and expect it to reach them in their spaces.
- Residents perceive culture as a service the city should provide since it promises a “city of culture” and a “city without a break” in its advertising.
- Cultural institutions do not provide value that meets the needs of young people, which are a significant economic engine for the city who spend much money on recreation. As a result, young people perceive cultural consumption in institutions as expensive.
- Young people relate to the social goal of supporting young creators. When the young audience feels that a cultural institution excludes young creators, it feels opposition to it
This project has reached the “Mayor Challenge 2021” competition (announcement of the competition results in 2022). It got to the final stage with 50 more enterprises out of 631 participating from 99 countries worldwide.