72U x Zoku Case Study
Together with Zoku, 72U launched a pioneering new creative platform to facilitate meaningful connections. Highlighting the importance of close personal bonds between neighbors and rekindling the neighborly spirit of the past, "Doors of Zoku" will feature a series of talks and workshops, as well as a playful public installation.
Declining social cohesion, growing social isolation and the lack of neighborly ties are amongst the greatest problems facing the citizens of the modern global metropolis. In Amsterdam alone, there is a growing number of people of all ages that experience feelings of being anonymous or lonely (GGD, Health Monitor Amsterdam, 2016). Next to elderly, this group also includes students, expats and immigrants. Amsterdam will continue to urbanize, causing growing anonymity within the city (Theo van Tilburg, Professor Sociology at the Vrije Universiteit Amsterdam, 2017).
To raise awareness for this serious social concern, Zoku and 72U have installed tiny interactive doors at several locations across the city. Passers-by will be drawn to the doors, and upon ringing the doorbells will be greeted by and participate in personal stories among neighbors. The installation will evoke the importance of forming personal relationships with neighbours.
The campaign’s main event took place on February 1st 2019 in Zoku’s Social Spaces. Featuring insightful talks, workshops and interactive activities – from smart city planning with figures from the Amsterdam municipality, to pro-social initiatives, to live music and art, the flagship event will give neighbors and guests the opportunity to meet and share ideas on the topic.