Group 3 Pauli Autio Antti Kuusiniemi Tuomas Nuutilainen Genku Kayo Salla Jäntti Energy Networks in Otaniemi Topic of the day Our target Ongoing plan by ACRE Branding and Value Creation Possibility of Solar Energy, Now and Future Real Estate Approach

City Branding by Energy Self Sufficient Campus 2030 Energy Technology Branding Solar EneryGeothermal Enery DensificationRenewable Energy

Energy efficiency is the key to enable self-sufficiency Location of Otaniemi campus in urban environment and near protected environmental area limits the use of some technologies Economically the most viable self-sufficient options are solar power in electricity generation and ground source heat pumps in heating and cooling These initial findings provide the basis for more detailed building level planning “Heating and Electricity amount to 45 % of the property maintenance costs, some 6 M€ per year.” “Cost of district heating is on the rise. By the year 2030 the energy bill will be 100 M€ or more if no actions are taken.” Main pointsChallenges and weaknesses The plan doesn’t take into account the human aspect – how to manage behavior to cut energy usage? The plan focuses on University buildings, but the Campus is more than that – no serious collaboration between stakeholders The plan fixates on technological issues– no value creation by brand development ACRE’s Plan: Ecocampus 2030 Kankaala, 2014 // openenergy.fi

What is our perspective? What are the benefits of our brand, what values it offers? What is the target audience? Is there competition on the area considering our brand? User cannot see energy in everyday life, it is “invisible” and easily ignored (not attractive) It is difficult to influence on the individual behavior, since already learned habits are hard to replace (no interest to change present activities) Renewable energy technology cannot be eligible solution for tenants at the moment. Economic benefit is still negative so their motivation is still less. Branding & Value CreationBranding GoalsStarting Point Add value to Otaniemi energy network in the sense of renewable energy Gain publicity, how to “be on the map” with energy issues (make renewable energy visible & information available) Give new and strengthen the present identity of individuals as sustainable consumers (not so much as individuals but more as a part of a trend / community -> support communality) Attract stakeholders, innovators etc. by creating image based on sustainable energy values Stand out by creating something new, authentic and innovative

5 Energy Perspective Reducing by floor area Increasing by inviting companies Less in Winter and More in Summer Less after Sunset and More before Sunset now Primary Energy Use Covered by Renewables Summer Holiday Autumn Semester Spring Semester Active hour Solar Enery Reducing floor area by 40% Increasing by inviting companies

World is in drastic transition Solar PV Market PerspectiveSolar PV Cell gets cheaper

7 Efficiency

8 Real Estate Approach Coercive meansInducements Dynamic pricing of rents Branding Increasing awareness Regulations through city planning Weighting energy innovative solution on public design competitions yliopistokiinteistot_still_w700px.jpg?version=1&modificationDate= &api=v2

Students Property Owner ACRE Tenant Companies Visitors Aalto People Entre- preneurs Stakeholders Tenant Companies Entre- preneurs Property Owner ACRE Work space Energy from Renewables Rent Fee (Dynamic pricing) Real Estate Approach yliopistokiinteistot_still_w700px.jpg?version=1&modificationDate= &api=v2