The Pink Initiative

Establishing Design-Driven Transformative Ecosystems in Relevant Societal Contexts

At Scharinska Villan* in Umeå, we have the first pilot, locally tackling global challenges with all actors in society: A testbed for establashing transformative ecosystems.

* Scharinska Villan is the pink building at the street Storgatan 65, located next to Döbelns park in Umeå, Sweden. Scharinska villan was designed by the architect Ragnar Östberg and it was erected in 1904-1905 for Egil Unander-Scharin and his family. In the 1950s the building also housed the family business AB Scharins Söner.

Establishing Transformative Ecosystems

The goal of the Pink Initiative is to set up transformative ecosystems through the power of design. We have spaces and formats for actors that are interested in transformation. Please contact us if you are interested in working together!

A transformative ecosystem is a community of actors and the artifacts that form their environment, interacting as a system, that acquired intrinsic abilities to dynamically adjust interactions of humans and technologies, able to address societal challenges; This process entails a continuous design and redesign of new socio-technological mediations (artifacts, means) that transform the actors’ ways of living and working, towards socially and environmentally sustainable futures.

In the Spotlight

Activities in Scharinska Villan vary from the creation of experiential prototypes to facilitating workshops, and from taking part in European research projects to educational activities.

Act & Experience

Embodying yourself in the relevant context //  Trying out different lo-fi prototypes through small interventions with relevant actors in different environments //  Reflecting in & on action // Documentation of the experiences to use throughout the process

Collect & Analyse


Acquiring insights of context through qualitative & quantitative methods // Empirical & experimental field studies with design interventions

Collaboratively building design proposals addressing the challenge through: Sketching, lo-fi & mid-fi prototyping, Story boards, Scenario building, Reflection in & on action

Envision & Create


Organising collaboration modes: Identification of skills & ways to support each other, Continuous constructive dialogue for tuning of expectations & planning, Formalities of setting up contracts, permits, agreements etc.

Organise & Collaborate


Communicate & Engage


Empathy & equality as an attitude in communication // Use of different media to share progress and engage with each other: log, interviews, prototypes, documentaries, exhibition // Experiential ways of communication to be able to feel/understand each other’s perspectives

Reflect & Learn


Creation of learning curve through: Reflections on individual level // Reflections on team level // Reflections on stakeholder level // Reflection on process level // Formalising reflections