Innovation Case nr. 1 - Forum

A sadly common sight in Forum, Turku. 

Our first task was to come up with some solution ideas for the situation in Forum, which is only one example of the rather sad phenomena taking place all around the city. In Turku a lot of business premises are standing empty and are becoming desolate. Forum has functioned as a shopping center in 15 years but in the past five (-ish) years most of the shops have relocated their business somewhere else, leaving Forum empty and deserted. There have been several approaches to enliven the premises but with little success.

One of the major owners of the different business premises in Forum, Arto Puolimatka, came to our lecture to enlighten us about the current situation. There isn't just one person who would own all the premises in Forum but several instead, and that is one of the key problems that slows down the decision making. A big part of the owners live in Helsinki and have hardly even visited Forum, let alone gathered together to change ideas about the possible solutions. On the very same day our first lecture was held there was a meeting between all the owners, first one in 15 years. In order to make progress in the matter, there should be more interaction between the owners in the future also.

Another thing lacking is the communication between the people who own the premises and the entrepreneurs who run the businesses in Forum. We went to interview the staff in a hair salon called 11. hetki, which by the way is the oldest remaining business in Forum and has worked in the premises since the day one. They were understandably frustrated about the current situation and offended by the fact that regardless of several tips and proposals for improvement no one has listened to them and done something to the situation. There isn't really anyone to contact in these matters either, no shop steward who would pass on the ideas from entrepreneurs to the owners.

Our group's proposal is to start everything from the scratch instead of filling the premises slowly step by step, one at a time. Forum needs a serious face lift in order to attract customers. We don't think that it's a good idea to try to make Forum a similar shopping center with Hansa and Kopkolmio, Kopkolmio isn't doing that well either and it wouldn't be wise to try to compete in the same field with them. Yes, Forum could work as a shopping center too but it should have a clear focus on something else that would make it stand out from the masses. In order to brand the place all over again, it is a cruel fact that the old shops that don't suit the new imago should be driven away. Easier said than done but it is still necessary.

Forum as a space has a modern and a rather cold feeling and the new businesses should match the surroundings. First we thought about a food corner with different kind of ethnic restaurants but the atmosphere is not that cozy that we would want to come there to eat, so we skipped the idea. Then one of us came up with the idea of indoor clubbing district, similar with the one in Koskikeskus shopping centre in Tampere. In Koskikeskus there are three different kind of bars located in the same place: a fancy champagne bar, a club for teens/young adults and a pub with Finnish music aimed for the older audience. You only have to queue in once and pay the entrance once and then you can go around and change the bar whenever you like. A perfect concept especially in the winter time. Something similar could be adapted to Forum, or maybe even something like Flamingo has in Vantaa: places for bowling, mini golf and clubbing next to each other. The entertainment businesses should have some kind of activity during the days also.

After a good business idea follows the visual side of the process. There should be clear instructions about how the shops should like, what is allowed and not allowed to do regarding the visual look, how the hallways can be used and so on. Now the place looks old-fashioned and incoherent. All the entrances should be styled again. There should also be a clear visual theme and look for Forum: a color, a style, a font and so on. Also good-looking and functioning web pages are a must.


Mikaela