UNIVERSITY OF MICHIGAN-DEARBORN
DEARBORN, MI
“ In the midst of increasing competition ... UM-Dearborn has by the pattern of its development produced a distinctive set of advantages to offer students: relative smallness with the University of Michigan name; intellectually stimulating instructors who take time to talk to students; and a mixture and variety of programs - both traditional and innovative.”
— Elton D. Higgs, from “A Gift Renewed”
Campus Placemaking Initiative
The Campus Placemaking Initiative allowed the University to better share the University’s story with prospective students as well as provide an opportunity to share the campus story with employees, current students and other visitors to the University campus. It spoke to the nature of the educational experience that took place at the University and elicited an emotional connection between students, alumni, our history and their experience.
Campus Narrative Overview
Having placed the three routes for campus tours on a base map of campus, we noted the following typical situations:
The Fairlane campus and connection to Henry Ford Estate were indicated to be discussed at specific points along the route, but not physically visited by the tour participants. These were the only primary narrative points that shared this distinction. We had proposed physical connections from Main Campus to the Fairlane Campus, but had removed the Henry Ford Estate from consideration for landmark totems given that UM-Dearborn no longer owned or managed this property. According to the student orientation script provided from Admissions, the Fairlane Campus was addressed on the path between the Library and UC, adjacent to the bus stop on Main Campus.
For other narrative areas, we had indicated the locations where participants typically stood to receive information during a tour. These were the “common narrative areas” we had identified.
For each of these, we had proposed content and landmarking opportunities. Along with the existing landmarks on the map (noted in blue circles), we were proposing additional locations for potential landmarks which we would describe in this document, consisting of: Placemaking opportunities; Photo opportunities with iconic markers/structures, and Storytelling markers (totems).
Placemaking Concept
For orientation leaders, time and geography were limiting factors. We had placed an estimated walking time over the campus map to indicate how long it took to complete sections of the tour - since some individuals tended to walk more slowly, or may have had questions that took longer for the leader to answer.
For the unescorted, we wanted them to have an opportunity to choose their direction based on the areas of interest they had. As they moved away from “Ground Zero,” the University Center, they committed to the physical distance and the time it took to get there. The narrative in each region responded to this by becoming more informationally dense and specific as visitors physically moved toward their area of interest.
Mapping Logic
We numbered the information locations in each area to match the order of most campus tours. These numbers were on a printed or online map. Unescorted visitors could choose the information they wanted. If they left a guided tour to learn more, the information got more detailed as they explored the area.
CAMPUS ENTRANCE
The beauty of the Block M is that it reads the same from the front and the back - it’s symmetrical and can serve as a sculptural element in the environment. The admissions counselors, students, alumni and Core Team members all spoke of a need for a “spectacular” landmarking opportunity that:
- Clearly identifies UM-Dearborn as a UM campus from Evergreen Road,
- Serves as a photo opportunity for current/prospective students, alumni or community members arriving on campus.
- Is accessible and centrally located.
We’re propoed a large signage element built into the grassy area adjacent to the Mardigian Library to serve this purpose. In order to provide access opportunities for people who are challenged with mobility, we proposed waiting to see where natural pathways emerge, then paving those accordingly.
Go Blue Fight Song
Curved Landmark Wall
Informational Totem
Suspended Block M
