Erxell concept - bridging relationships between socio economic groups

The erxell concept  is a futuristic wildetect design idea that links the haves with the have nots by creating a grided sellable product.

The product is manicured by the folk living in an informal settlement - The value of which increases with the better looking, better cared for erxelated branding platforms.

These erxelated brandable platforms can be made up in two ways - as a

1) A painted / waterproof signage over 100 x 100 informal settlement homes.

2) An agricultural platform which is cleverly designed as a logo to create green areas / food and sellable branding over 100 x 100 informal settlement homes. This type of Erxell branding would cost more as it has sustainability written all over it quite literally.

Cape Town has huge communities living in really desperate conditions. Masses moving out of fertile farming area homelands into desperate living conditions in the city. - Living now in challenging ingi4mal setylenen5 environments. Tin shacks just outside the city - the informal settlements roof space could become a blank canvas that will benefit a few thousand informal settlement dwellers. An agricultural crop circle billboard put onto 100 x 100 informal settlement shack roofs. The families benefit from waterproofed roof and possible residual income.

The erxell concept of design was conceptualised for the express purpose of trying to put the financially destitute and the monetarily wealthy advertising machine at the same negotiating table. Building bridges between vastly different communities not yet properly linked. The desperately in need of help informal settlement community with the formal sector. 

QJD DESIGN STUDIO has been busy with this Erxell concept for many years now - Its a layering concept. The actual branding component is only a part of the overall conceptual idea. As south african urban space designers we design our urban sprawl for the destitute very 1 dimensionally - outwards and as fast as possible. Filling gaps to accommodate folk living way below the bread line.

What if we could create a brandable urban canvas that could be grid controlled and sold off per meter square - advertising paying for the size of the signage on top of an informal settlements roof space? Only its not meter squares they will be purchasing but Erxells - a form of grid measurement already endorsed by the SAID.

The idea goes one step further than just a 1 dimensional branding - What if the informal settlement dwellers could literally live under their own branded crop circle designed vineyards? Yes that would require platforms and immense planning - Time is what folk in sn informal settlement have - They need a product to unlock residual income - A project that takes from the rich and gives to the destitute, whilst sustaining themselves. - Using new lightweight steel structures which the human living component keys into. So the structure for the platform and abode are 1 - taking care of 2 things at once. If its a sudtainable garden design logo then the mechanical components designed in to water these logos will prevent fires. Currently fires rip through these communities killing many and causing much heartache.

The logo platform can allow the growth of lightweight produce like veggies, vineyards and possibly wheat. So the cultivating fields are above the dwelling component. which forms the layering idea - The branding component forms a futuristic crop circle with the growing component cleverly interwoven into a design logo. Much like the Victorian manicured gardens of old and crop circles combined. The value of the Erxell unit of measure which is what the advertising giants buy from the informal settlement dwellers will increase with the better kept logos. Which creates work, food and incentive to both cultivate and keep the cape flats informal settlements looking green, green , green.

So the logo is an organic sculpture which needs maintenance - Every plane flying over the cape flats will be able to see if the workers below are manicuring their fields - This will increase the rentable Erxell space and ultimately be the monetary value - Other than the actual food of course which can be bartered as in times of old.

my steps so far -
I have approached the South African institute of draughting. They have endorsed my new unit of earth brandable measurement. THE ERXELL. - They have seen the future prospects of this form of large scale draughting. - The Erxell - 3 cubits X 3 cubits -(Erxell is earth sell and pixel combined) - Thereby creating the glass bead of trade between the advertising giants and your little family living in shack 1 khayalitsha site B. This creates a system whereby we all benefit. A cultivated garden pointing skywards - creating a brand able billboard.

Because this idea goes way beyond Raymond Loewy's MAYA concept - (Most Advanced Yet Acceptable). Its been a veryl slow education process. I am getting abit of airtime in design mags, its received recognition from Holcim and a few other accolades. - I believe the way forward is one shack at a time.

I believe altruistically if a system is designed in place to have a holistic affect on an entire informal settlement community - community disruptors will not dare disrupt the balance - If informal settlements are aware that collectively they can draw attention to their plight and gain advertising finance in this way. One can create a gstden city scape. Because ive been pushing this Erxell concept for many years. Its lost my energy impetus. Its still a very viable idea to iplift communities. Just needs fellow futuristic design minds to see merit and continue to highlight. 

This is an idea that creates a small bridge between advertising budgets and informal settlement dwellers - It also has the potentail to unlock the mindset of the impoverished, creating jobs , much needed confidence, independence and revenue, food platforms and green advertising on a massive scale - The Erxell concept can work - However only once the mechanics are properly designed and instituted. Once its merit is recognised, definetly not in my lifetime. 

yours sincerely
Wildetect Erxell / future city scape artist / Hs2 .