They said it!

arch. Martí FRANCH BATLLORI, Founder, Estudi Martí Franch, Special Guest LAUD2014:

“I hope this event will be successful. I was involvedin the first European Biennial in Barcelona and thatwas back in 1999, a period when Barcelona cameout of a non-democratic period. We were so eagerto know about what other more advanced countrieswere doing, that this event was a very importantmoment. Every second year, some of the bestpeople in the field started coming around andshowing their experiences, there was also a prizeorganized. It became a place of networking andlearning from other people. LAUD is a very good

idea, it helps to grow culture between local practitioners because you can mirror with otherpeople. I was positively surprised with all the projects presented from Eastern Europe Ididn’t know about, also about the plans of the municipality in Bucharest – I don’t know whois to implement them but it looks positive to me. I don’t have knowledge of landscapearchitecture by country, I have knowledge about it by projects. I can tell you particularprojects that interest me. I’ve seen for instance in Slovenia, Ana Kučan and other teams inthere are doing interesting projects. These examples show that it’s a growing culture. [Theproject I presented drew the attention] because of the amazing mission. What wasamazing was that politicians decided to spend money to undo things, not build more, but togo backwards. And this is new for the discipline. Normally, most of the projects are aboutbuilding new things or rebuilding. Here, we could really erase things that had been done.What caused the attention of so many people was the mission and the way we did it – wewere very respectful in adding very few things. If you have the chance to go there, I canpromise you that you will be very impressed of the place, because of the powerfulness ofthe landscape.”

arch. Markus JATSCH, Director, Martha Schwartz Partners:

“I definitely think there is a change in attitudehappening [in Eastern Europe]. The challenge isthat one has a very rigid public administration thatmakes the process very slow. In London, first of all,there is more involvement of the stakeholders forpublic projects, different stakesholder groups havea bigger say, and I think there is also moreawareness of the economic benefit of a well-designed project. In Eastern Europe people stilldon’t see why investing in good design would payoff ultimately. Whereas if you invest in good buildingdesign, in good landscape design, you stimulate the economy, you attract other peopleand ultimately there is a strong economic benefit. It goes back to a very simple examplewhen you plant a tree in front of your house the house value goes up, by 10.000-20.000pounds already, by just one tree. So, the landscape is really a very important vehicle forcommunities to attract investors, attract economies and not just a purely design luxury andI think that’s still a challenge which I think people still need to understand. We talked a lot

about this topic. The city where we do most of our projects, we think, is the mostsustainable place to live for human beings. It’s not sustainable to live in the suburbs, it’snot sustainable to live on the countryside. We need, in order to address the sustainableclimate changes, to learn to live together in an urban environment, however, most of thetimes, they are not attractive to people. That’s why everyone tries to escape them. Thereare only a few examples which show how well it can be done when it’s done successfully,and then the city becomes an amazing place to live, if you have clean air, well-designedpublic spaces. Currently, I very much like working in China, because it’s an environmentwhere people are very very curious to learn, and to change things, even though it’s verydifficult for them to change these things, but they know the problem, they try to change itand they are also very very interested in contemporary design, in iconic design ideas andwe, as designers, have much more freedom there than often in England or in NorthAmerica where there is a very old-fashion, historic conception of where the landscapeshould be. Very often in these contries the landscape is considered something that isnature, and you plant flowers, and you plant trees, and that’s it. It’s not addressing the realissues and problems we have nowadays in cities. The Chinese are much more open-minded and interested in incorporating contemporary design, they see the landscape,traditionally, as a form of cultural expression, such as painting, and art. We always studyvery closely the local culture to understand how to root these project in their culture. Allthese projects need to work locally, they need to attract and engage local people becausethey are the end users. I think it’s a very good idea, I was very pleased to see that it’s thefirst of such events in Romania, and hopefully it will continue and generate more interest.However, it’s important to bring in the decision-makers to these conferences, they need tosee the potential and the importance. So, city administration, developers, because theyare the ones to make the decisions and pay the money, it’s not the other landscapearchitects. They already know about the problems and they know how to solve them. Ofcourse, it’s always interesting to see internationally what’s happening in other countries sothere are interesting professional exchanges, but in order to really help to change things ina country it’s important to engage the decision-makers and the developers into theseconferences.”

arch. Chris CHURCHMAN, Director, Churchman Landscape Architects:

“For our practice, this is the highest profilescheme that we’ve designed, and also a veryrewarding project. Normally, in projects budgetsare cut and landscape is always the first thing thatis removed but on this project we managed tosafeguard most of the components of the schemethat we’ve designed so most of our initial ideashave actually become reality so that was veryrewarding for us. I think the landscape professionin the UK is now well-established. It really became

quite strong in the 1950′s-1960′s, and so we have 50 years of heritage within thelandscape profession. There were eight new towns which were created around London inthat perior. It was part of that planning that landscape was quite significant. So a lot of thepeople who were previously architects and were working on town planning suddentlyfound this new discipline which was landscape architecture. And that continued throughtthe ’70s and ’80s. At the moment, funding for landscape is pouring into London and so the

projects that we are able to realize at the moment is significant, we never had opportunities like this before. Some of it is on the back of the Olympics, no doubt that theolympic project itself gave a lot of opportunities to architects and designers and landscapearchitects, the trend it continuing. I find it very useful, when you go to a conference, it takesyou out of the work environment, you listed to what other people are doing and you goback feeling like you’ve learned something and are stimulated, going back with fresh ideasand a fresh approach.”

arch. Phil ASKEW, landscape architect, London Legacy Development Corporation:

“I think it’s very interesting and important, differentcountries around the world and different places interms of their approach to planning and landscapearchitecture design, if you like, and those differentplaces have to do with cultural differences, but alsoto do with perhaps their recent history so, certainly,I imagine that many former communist countriesand Eastern European countries are looking to donew things with their public realm, to regenerateareas, to improve conditions for people, to bringbusinesses and money and employment into cities which perhaps in previous times hadbecome a bit run down. Pretty much like the Olympic, the Olympic Park creates betterplaces for people to live and work, make them attractive. I guess what these conferencesand meetings can do is to bring people from different places together and to see howpeople might be doing it in London, for example, for the 2012 Olympics, or in other parts ofthe world. On the one hand I think it can give people hope, there are things that you cando, other people demonstrate how you can do them, but also it stimulates ideas. This cityis very different from London, different architecturally, different culturally and it would be agreat shame if it became like any other city, of course. It’s a melting pot, a goodopportunity for professionals to talk and exchange ideas and certainly to feel moreconfident about the future. For the Olympics it was a massive enterprise to do. Butactually, what we’ve done after the game, is almost of the same scale. One of the thingswhich we did and have done all along is to think well in advance and prepare our plans inplace such that we were not thinking what we’ve got to do, we were already there. It’s afantastic project, people are genuinely enthusiastic about it and that makes it much easierto tell the story.”

arch. Şerban ŢIGĂNAŞ, President of the Order of the Architects of Romania:

“LAUD conference was announced as being highlyattractive in the field of landscape architecture and,through the presence of some outstandingspeakers, has confirmed this appeal through theinterest shown by the public and a full day oflectures and presentations, to which questions andinteractions with participants were added. In theopening I have tried to capture the phenomenon ofpublic space architecture, urban design and

landscape in Romania, within an international context and explained as practices. The fieldof landscape architecture at the top was covered with examples of international practiceexcellence, through the presentation of Markus Jatsch from Martha Schwartz Partners,who has carried us on several continents with their projects, Phil Askew, who has revealedinside information from the development of Queen Elisabeth Park in London, formerOlympic assembly designed to transform and to integrate after the games, through ChrisChurchman’s project at the Maritime Museum in Greenwich and the surprising ecologicallandscape projects and even restoration of nature presented by Marti Franch. Thepresentation of the chief architect of Bucharest, Gheorghe Pătraşcu, was of great interestas well, presenting the integrated urban development plan of the center of the capital,evidently unknown to the public until now, although it has been under development foryears, but without possibility of being implemented into the reality of the metropolis. Theacademic research and practice have been brought to the stand by Cerasella Crăciun,Mihaela Hărmănescu and Cristina Enache from Ion Mincu University of Architecture andUrbanism in Bucharest. The status of landscape organizations was presented byAlexander Ciobotă and Andrei Condorş, young leaders of associations in the field inRomania and internationally. The landscape was completed with the presentations of thespecialized companies about the production of various systems for building green roofs,vertical gardens, pavements, the management of wastewater or the design of watergames. If we consider the situation in Romania, where the need for a higher quality of thecommunities in which we live, of green spaces and public spaces in general, well-designedand accessible is growing, we can say that LAUD came at the right time, drawing attentionto the performances reached by others in the field, amid an uninterested attitude from thepart of the authorities at different levels for this area. The natural and anthropic landscapemust be considered as the fundamental infrastructure of the fabric of life, the continuingsupport of architecture and heritage essential to communities – this is the message thatwe are sending through LAUD to all those responsible of the Romanian state. Theconference, organized in partnership between ABplus Events and OAR, has opened a newchapter on which we will focus on in the future as well, due to the rationale outlined above.Architecture must be perceived by the general public, by those responsible in the serviceof society and the professionals in its contextual interdisciplinarity. The landscape and thepublic space are architecture and they should be treated as such, in order to achieve thequality that people need for all aspects of their lives.”

arch. Gheorghe PĂTRAŞCU, Chief Architect of Bucharest Municipality:

“I am an avid supporter of events of this kind thatbring professional debate in the business area. Theinitiative behind this event is useful andcommendable because the professionals often takerisks in conceiving their projects in a utopianmanner, a bit ‘in the clouds’, not connected enoughto reality. I congratulate you for the organization, itdoes well to both forces, namely that it promotes anarea that is less visible to the public. Moreover,through these expo conferences, the specialists arefinally valued, even if many people raise theireyebrows when they find out about promotions that have a business-economic hue. I,however, believe that without this economically-nuanced promotion, we cannot develop

our field. We should adapt to this Western style as regards the effectiveness of an activity.Landscape architecture is very closely linked to the business area and it should be treated as such, as well as an art. Architecture cannot be treated just as an art; architecture is a blend of science, technology and art. Through this event, ABplus Events has managed toestablish a balance between the two opposing tendencies of architecture: art andbusiness. I need your support to bring to life the project that I just presented in LAUD.”

ing. Nicolas TRIBOI, Romanian Landscape Architects Association:

“The first edition of LAUD International ExpoConference is a very good beginning which hasbeen, at the same time, very long-awaited. It itgreat that so many experts from Romania andabroad have been invited: architects, landscapearchitects, planners, suppliers and designers. Youhave managed to bring them all together, especiallyas this kind of meeting is very difficult for so manyspecialists who should normally co-operate. Withthis public and this beginning, next year we will beable to think of some thematic directions, to be

correlated with several case studies in order to draw the attention of local authorities. Theidea of mixing specialists and presenting theories accompanied by practical examples arethe strengths of the first edition of LAUD 2014.”

Andrei CONDOROŞ, Vice-President Professional Practice, European Region of theInternational Federation of Landscape Architects:

"My opinion is that this event comes at the bestpossible time, in that the profession in Romaniahas already shown that it has grown, maybe onlytheoretically, but it seems that things are starting todevelop practically as well. It is a signal that we aresending, or profession in general is sending, to themain actors that decide the composition and qualityof the public space and the fact that today we havehad with us speakers of other nationalities who arecarrying out projects at a European level, which isagain a good thing in the sense that we are able tomirror a quality of the landscape architectural product that we certainly want to see inRomania as well at present. It is a good time to show that it is possible, that we are ready,but we are not yet allowed an exploitation at this level because the phenomenon oflandscape architecture is not yet fully understood. These examples can show us the sizeof this profession and how to work most effectively in order to have a product of this size.No further than the first speakers, such as the guest from England, from MarthaSchwartz’s office, they are speaking of an interdisciplinary team, of a collaboration sincethe very start of the projects, which naturally leads to the solution of all the requirements

that a site has and therefore the project becomes a win for the citizens, for theadministration and for the profession in general, it is an example that he gives us, it is thegoal toward which we should strive. Otherwise, I think we would have had the samediscussions. These foreign guests somehow motivated us to go further and make the gapnarrower.”

Alexandru CIOBOTĂ, President, Romanian Landscape Architects Association:

"I find it extraordinary that such a diversity ofspecialists have come together to treat issues oflandscape architecture in Romania. It does notoften happen for such a conference to beorganized in Romania, that is why it iscommendable that LAUD has made this meetingpossible. LAUD is a pathfinder for a future series ofconferences to come. At the European level, weare trying to create an identity of the field, which is,nevertheless, highly diverse, due to the fact that it

is treated by several specialties, such as architects, landscape architects, urban planners.The European Federation should turn more towards Eastern Europe. For instance, theGeneral Assembly this year will be held in Portugal, last year it was held in Germany, inWestern countries; why not hold European Federation meetings in Eastern Europe, as itdoes not have a tradition in landscape architecture? And here I am referring toprofessional training, such as schools, from the level of operating in the field to whatinterdisciplinary work as presented by the guests from England really means.”

prof. Cerasella CRĂCIUN, Vice-Dean, Urban Planning Faculty, “Ion Mincu”University of Architecture and Urbanism:

"I think it is a wonderful initiative precisely becausethere was nothing like it before [in Romania],because the landscape is becoming increasinglyimportant nowadays. The speakers have been verydifferent, everyone spoke about something else,about a different component, there have beenprojects focusing on smaller areas and othersfocusing on larger areas, masterplans, research oreducation, implementation, the economiccomponent of the landscape, the countryside, theagricultural landscape – all are important because they are all faces of this element that iscalled landscape. The inhabitants must understand that there is a culture of place andlandscape and events like this are welcome in order to raise the level of culture, tounderstand why landscape is needed and how each and every one of us can contribute tohelp make this change.”

Mihaela HĂRMĂNESCU, Lecturer, "Ion Mincu” University of Architecture andUrbanism:

“This event was indeed necessary, in order forissues of landscape architecture to be raised inour country as well, given that in Romania wehave joined the European Landscape Conventionand we are faced with the need to protect andpreserve the landscape, but at present weprobably do not have the necessary context.Through the presence of planners and landscapearchitects from foreign countries, we can become

convinced ourselves that this profession is necessary. Even the projects that have beenpresented are totally different from what we are used to and see every day around us.Congratulations for your initiative!”

Alin SEVASTRU, Administrator, Hiwaters:

“Up until now, the event presents good aspects. Byperpetuating the event, it will surely be verysuccessful. I absolutely believe in the continuity ofthe event, with more experts in the audience.”

Răzvan TUDOR, National Sales Manager, Semmelrock Stein + Design:

"I have been waiting for an event like this foralmost six years. I needed, at least from ourdirection as providers, a partner that I have notfound until today and I think the initiative isoutstanding. I said that somewhere there is athread of light in our area, that of landscaping.Now I’m very pleasantly surprised by theparticipation, as well as the setup, location, topics,not only the participation of the public but also thespeakers were very appropriate. The fact that Mr.Ţigănaş and Mr. Pătraşcu were involved, resonantvoices in the social environment, means that the landscape area will evolve.”

Grigore TĂTARU, Managing Director, ACO:

“It is still early, but until now I like the event, itlooks very promising for the rest of the day. Thespecialized public, very numerous, came and Iam looking forward to see how they will react toour presentation of solutions offered by ACO.”

Ruxandra DRACEA, General Director, Aqua Design:

"The idea and the concept are good, in the sensethat in Romania people have not really focusedon this side of architecture – landscaping.Architecture is done, but very little is spokenabout urbanism, about a whole, meaning thateach does only one part. We came to present ourideas of design, given that we are addressingarchitects, we have not come here to talk aboutexecution, because this is the architects’ role, butabout the design, specialized software forvisualisation, specialized software for architecturallighting and fountains. We are coming to their aid with these simulations, these animationsthat help both the architect and the recipient actually visualize what will happen andtherefore have the possibility to change, modify, bring solutions.”

Silviu Florin CORPODEANU, Co-Founder, Grădini Verticale:

"We have a high opinion of the conference, wewere able to get into contact with many peoplewith whom we were hoping to create networkingand to develop it after the conference. We areglad that representatives of the University ofArchitecture and Urbanism in Bucharest came aswell. Related areas from paving, drainagesystems, garden furniture and green roofs arecomplementary to what we do with verticalgardens. Through the importance of plants and ofgreen in our lives, we want to move past the

taboo that a vertical garden is complicated, and beyond the vertical garden a real verticalecosystem is developed in these gardens because, in time, symbiotic relationshipsbetween different fungi, bacteria and roots are created. More and more special projectsstarted to be developed, vertical gardens, green roofs, which are relatively new inRomania – in Montreal, for example, a law was passed last year according to which any

new building is required to have a green roof. Slowly, we begin to comply with the European and global standardization. We have a long way to go, but we are on the righttrack.”

ing. Marina NEGURA, landscape architect, Simacek Gardening:

“I am downright delighted that you took theinitiative to organize an event of this kind inRomania. It is very important that people see theprojects unfolding, see that this field isdeveloping, see new concepts presented such asgreen gardens or roofs, this means an opennessto concepts of this kind. Laudable, in one word.”

ing. ec. Arpad ABRAM, General Manager, Bauder Romania:

“The event is very interesting, we like it. From mypoint of view, LAUD is most welcome, being, inrecent years, the first event of its kind in Romania.We were reluctant to exhibit, however, this eventseemed interesting through the program, thespecialized audience, the concept, and this is whywe have participated.”

ing. Dana TIPEI, Manager, Somhidros:

“It is a very good initiative to organize this event,the first of its kind from what I saw. The peopleseem to be very interested, it is a field which, inRomania, requires education and must bedeveloped. Therefore, this is a very goodopportunity. I hope that, through what Somhidrosdoes, through innovation, through creativity, to beable to raise the interest, to bring a part ofBarcelona in Romania.”

Maria TUDOR, Ensola:

“From my point of view, LAUD International ExpoConference is a well organized event, the publicturned up as promised, many of whom came toour exhibition stand. Many people seem interestedin public lighting with LED, which delights me. Theparticipants are professionals with expertise thatcame to my stand to present them our solutions.Among the strengths of the event, I can mentionthe speakers invited, who are very important andthus, due to the very-well built program, you havemanaged to bring together so many specialists in

the field of architecture and urban design. Given the experience this year, I plan to attendnext year as well, if we have new products and solutions to show them to the specialisedpublic. It is a very good choice to promote and present solutions through events with sucha thematic.”

Claudiu Dominic BOLONYI, Kronemag:

“First, I must say that I find LAUD international expo conference an event with very highpotential. For us, it is a very good exhibition because LAUD is addressed to architects, andthrough attending this event we are addressing architects as well. We are looking forwardto repeating the experience next year as well.”

Dana TIU, Sinaia City Hall:

“LAUD International Expo Conference is avery successful event. I have met almost allnotions with which we work in administrationfor urban development. Such events areorganized quite rarely in Romania,unfortunately. I particularly enjoyed thepresentation of projects in cities around theworld, belonging to architect MarkusJATSCH. It was a presentation that hasbrought a plus of innovation, which couldserve as a model for projects in our owncountry. I also liked the presentation of

musical fountains, of the sponsor of the event, Mr. Alin Sevastru. Moreover, Mr. PhilAskew’s presentation about the Olympic Park also caught my attention and I am lookingforward to take part in the following editions of LAUD because it is of interest to City Hall ofSinaia.”

Adina MATROZ, "Ion Mincu" University of Architecture and Urbanism

”The experience of participating in LAUD is unforgettable because, as future specialists in

the field, we are happy to meet people with expertise. We were impressed by thepresentation of ing. peis. Nicolas Triboi, whose experience we know very well. Many of theprojects about which Mr. Triboi has spoken about belong in the green beltway ofBucharest.”

arch. Emil Victor GRIGORIU, Order of the Architects of Romania, member of theBucharest subsidiary:

“I appreciate the event as being very interesting and very instructive for us. Through thisevent, we have the opportunity to present our solutions, to see what others have done andto get to know each other in this business world. I hope that LAUD will continue and we’llsee eveyone again at the next edition. I’m looking forward to see and listen to the guestspeakers in the event.”

Irina Maria IVAN, Order of the Architects of Romania, member of the Bucharestsubsidiary:

“As an architect, O.A.R. Bucharest member, I am glad to come to all the events organized by ABplus Events, which we have known for many years and are of great interest to me.LAUD opens an interesting door; I’ve never seen another event focused on this samearea, so you have no competition. You have been inspired in choosing this topic.Congratulations!

Rebecca BEDELEAN, landscape engineer, Arad

“I salute the LAUD initiative, which I think is very good for the practice of landscapearchitecture. The speakers invited are very talented and great professionals in the field ofarchitecture, urban design and planning of urban spaces.”

Roxana TRIBOI, urban planner and landscape architect, Bucharest

“LAUD International Expo Conference is a verywelcome event, because in this field of urbanarchitecture there are no manifestations of thiskind, on this subject. I am very pleased that wehave seen such world famous projects beingpresented here. Foreign guests and atypicalsubjects of the event are the elements that addvalue to this event. You are professionals,because you promised to bring experts in thefield and this is what has happened.”

Alexandra ŢUŢUIAN, architect, Botoşani

“I think the first edition of LAUD is a very good start for what will follow. The fact is that youmanaged to bring companies with real solutions, that you have succeeded in bringingtogether highly-awarded and very well-known foreign architects with special projects inwhich all architects, planners and landscape architects are working together. We see thatabroad people can work together and become models for Romania. By promoting the fieldthrough events such as LAUD maybe we can encourage more competition in our country.”

Nicolae RADU, Corexim Trade

“The event itself and the topics chosen are very interesting. LAUD brings consistencybecause it develops links and discussion in a certain rhythm. It is very well that ABplusEvents brings to the fore this architectural category as well.”

Laurenţiu PĂNESCU, Berg Banat

“The event is very interesting. From the program, the presentations of the President of theOrder of the Architects, Mr. Serban Tiganas and Mr Phil Askew’s caught my attention inparticular. I am staying until the end of the event, because I’m interested in what is being

presented. We will come to the next edition as well, especially since I see that you havequite a few participants, our interest in this event is great and we would like to even enterthe program, to present Berg Banat’s solutions.”

Alexandra-Lucia MIREA, Architect, Bucharest

“I know all the events you are organizing as I attend them regularly. I particularly liked thistime the presentation held by Mr. Phil Askew. Congratulations on another successful eventin the series of successful events that you are organizing.”

Gabor PUNKOSTI, Parkdekor

"I’m attending as a representative of a foreign company which, since 2005, strives tobeautify the public spaces of cities, through the urban furniture that we offer. The event isgood, unfortunately I cannot attend the conference from my position as exhibitor, and thespeeches of the guest speakers in the plenary sessions, who are specialists in a field,really interests me.”

arch. Martí FRANCH BATLLORI, Special Guest LAUD 2014

Winner of the Rosa Barba European Landscape Prizeof the 7 European Biennial of Landscape ArchitectureESTUDI MARTÍ FRANCH, GIRONA, SPAIN

Martí Franch Batllori has taken and now gives classes forSuperior Graduate of Landscape Gardening and for theLandscape Architecture Masters in the Superior School ofArchitecture in Barcelona and the teaching of LandscapeSupervision and Management at the AutonomousUniversity of Barcelona. ‘Estudi EMF’ was established in1999 after a period of formation and professional trainingin Barcelona, Amsterdam, London and Berlin, in whichthe opportunity was taken to compare differentapproaches to landscaping, the culture of public spacesand the organization of cities and territories.

Among the outstanding projects undertaken by EMF there is the organisation of the banksof River Têt in Perpignan; the environmental restoration project of Club Med at Cap deCreus and the Program of the organisation of the Punta de Cap de Creus, the PublicGardens of Can Framis in district 22 @ of Barcelona, the Nautical Pole at Canet deRosselló, preliminary sketches of the organisation of the landscape of l’Espai Fluvial ofLlobregat in Molins de Rei, Sant Vicenç dels Horts, the Papiol and Sant Feliu de Llobregat,the water purification plant at Perpngna.

In LAUD 2014, Martí Franch has presented the restoration of the Tudela-Culip Site (CLUBMed), Cap De Creus Natural Park, Girona – Winner of the Rosa Barba EuropeanLandscape Prize of the 7 European Biennial of Landscape Architecture. This is possiblythe biggest restoration project in the whole of the Mediterranean basin.

..peculiar ecosystems..

arch. Markus JATSCH

Winner of International Landscape Design IndustryAssociation Design Innovation AwardMARTHA SCHWARTZ PARTNERS, ENGLAND

Dr Markus Jatsch, Design Director at Martha SchwartzPartners, is an architect and urban planner with abackground in art and philosophy. He received a Diploma inArchitecture and Urban Design from the University ofStuttgart and a Master of Science in Advanced ArchitecturalDesign from Columbia University in New York. In 2003, hecompleted his Doctoral Studies in Architecture andPhilosophy at the Technical University of Munich with magnacum laude.

Markus Jatsch worked as senior project architect for DavidChipperfield Architects in London before he joined Martha Schwartz Partners as director in2011. He is also the principal of Markus Jatsch Partners and visiting professor forLandscape Art at the University of Applied Arts in Vienna. He is registered as architect andurban planner in Germany and the United Kingdom and is a Chartered Member of theRoyal Institute of British Architects RIBA. He is a Fellow of the Royal Society for theEncouragement of Arts, Manufacturers and Commerce FRSA and has received severalawards, including the Cultural Award by the City of Munich.

Martha Schwartz Partners is in Top 10 of the most influential landscape architects of thelast 5 centuries, alongside renowned landscape architects such as Antoni Gaudí, André LeNôtre or Lancelot Brown.The firm has received award recognition from the ASLALandmark Award 2012 for the Village of Yorkville Park, the British Association ofLandscape Industries Award in the Regeneration Category in 2008; the ChicagoAthenaeum Award for Best New Global Design 2007 for Leamouth Peninsula; the ASLAHonour Award 2007 for Mesa Arts Centre; the Urban Land Institute Award for Excellence in2006; and the Cooper-Hewitt National Design Award in 2006.

..landscape, art and urbanism for sustainable cities..

arch. Phil ASKEW

Landscape architect, Urban Designer and Horticulturalistof the Queen Elizabeth Olympic ParkLONDON LEGACY DEVELOPMENT CORPORATION, ENGLAND

Dr Philip Askew is a Landscape Architect, Urban Designer andHorticulturalist. He currently leads the transformation of the2012 London Olympic Park into the largest new urban parkbuilt in the UK for over a century – The Queen ElizabethOlympic Park arguably the star of the London 2012 OlympicGames. Since 2008 he has led the process of designing anddelivering the London Olympic Park firstly at the OlympicDelivery Authority for the London 2012 Olympics and currentlyat the London Legacy Development Corporation leading thepost games transformation of the Olympic Park – the Queen

Elizabeth Olympic Park into the largest new urban park built in the UK for over a century.During this time he has led teams of landscape architects, engineers and other specialistsincluding Hargreaves Associates, LDA Design, Arup, Atkins, James Corner FieldOperations. The park delivers green infrastructure including urban ecology, floodmitigation, storm water management, innovative approaches to biodiversity, significantopportunities for play and learning, and regeneration of this deprived part of London. Indoing so the park sets out to respond to contemporary concerns such a climate change,increased rainfall, urban heat island effect, and the pressures of increasing citypopulations.

His honours and awards include a Honorary Degree of Doctor of the University of Essex,2012, Peter Youngman Award for an Outstanding Contribution to Landscape, LandscapeInstitute, 2009, Peter Youngman Award for an Outstanding Contribution to Landscape,Landscape Institute, 2012, Presidents Award for the Best Landscape Architecture Schemeof the Year, Landscape Institute, 2012, Mayor’s Award for Planning Excellence, LondonPlanning Awards 2011/12, Civic Trust Awards Winner 2013 and European GardenHeritage Network EGHN – Winner 2013.

..the Queen Elizabeth Olympic Park, a new park for London..

arch. Chris CHURCHMAN

Winner of the Landscape Institute Awards 2013

CHURCHMAN LANDSCAPE ARCHITECTS, ENGLAND

Chris Churchman is the Founder and Director ofChurchman Landscape Architects, England.

More than 15 years’ experience has honed Churchman’sinto a landscape consultancy that can respond tocustomer briefs with accuracy and integrity, qualities thatare married with a uniqueness of vision that sets ourdesigns apart from the competition. Our high-qualityapproach to design resounds throughout the entirecreative process – from concept, through to final, on-the-ground detail. Just as important as our approach todesign, our intuitive environmental responsibility

permeates through our design philosophy, as well as our business practices.

Churchman’s design-heritage spans public space, private domains, rural expanse andurban confines. We believe that this diverse track record enables us to appreciate thesymbiosis between nature and the manmade environment – where some might seeconflict, we strive to achieve a balance between the two. Our design output is underpinnedby rigorous research conducted amongst an array of groups, such as professionals, artistsand local communities. This allows Churchman’s to meet contemporary needs in thecontext of the physical, historical, cultural and emotional characteristics that create a“place”. We also conduct research into sustainable technologies, including our own testingand trials of innovative “green” solutions. In LAUD 2014, Chris Churchman has presentedthe winning project of the Landscape Institute Awards 2013 at the ”Design for a SmallScale Public Development” category: Sammy Ofer Wing, National Maritime Museum.

..National Maritime Museum, Greenwich, London..

Institutional Partners

“ION MINCU” UNIVERSITY OF ARCHITECTURE AND URBANISM IN BUCHAREST

„Ion Mincu” University of Architecture and Urbanism is the main universityinstitution dedicated to training specialists in the field of architecture andurbanism. It is also the oldest institution of its kind in Romania, the successorof successive forms of architectural education initiated in 1892 by the Schoolof Architecture founded by the Romanian Society of Architects.”

LANDSCAPE ARCHITECTS ASSOCIATION OF ROMANIA – ASOP

„The Landscape Architects Association of Romania – AsoP is anapolitical, non-governmental, non-profit organization, founded inTimişoara in February 2005, in order to support the professionand landscape architecture as an act to improve the quality of life

and act of artistic creation, as well as to promote the principles enunciated by theEuropean Landscape Convention ratified by Romania in 2002.”

ROMANIAN LANDSCAPE CONTRACTORS ASSOCIATION - AAPR

„The Romanian Landscape Contractors Association is a non-profit, non-governmental, non-political organization whose roleis to represent its members in Romania and abroad. The mainobjectives of the Association are to promote the exchange of

information and experience in landscape at a national and international level, to supportand promote new techniques in the field, to support the interests of the landscape industrybefore state bodies, to establish work procedures and quality standards available in thefield and to stimulate originality and continuing education of employees.”

Travel Partner

Automobile Bavaria Group is the largest network of BMW dealers in Romania and has fiveother centers in Germany. Locally, the group commercializes BMW and MINI cars, newand used, BMW and Husqvarna motorcycles, new and used, own the only Rolls-Royceservice at a range of 1,000 kilometers. Through the MHS Truck & Bus network, it is theimporter and distributor of MAN trucks and Neoplan buses in Romania.

HIWATERS

SC HIWATERS SRL was set up in 2008having as main line of business the design ofartesian fountains, based on personnel withexperience in this field since 1998. Due tomarket demands, the company's activity wasdiversified, currently comprising two distinctareas: I. designing and building artesian

fountains and commercializing a full range of products and related accessories; II.designing, developing and regenerating exterior spaces (parks, green areas, publicsquares, promenade areas).

ACO

Drainage solutions for the future

ACO Group is the world leader in manufacturing and supplyof corrosion resistant polymer concrete, stainless steel andplastic, internal and external surface drainage systems. ACOGroup offers intelligent solutions for civil and industrial

construction, environmental technology, landscaping and sport grounds. ACO systemsbring an important contribution to protecting the environment, creating and maintaininginfrastructure and ensures the safety of industrial, commercial and transport activities.

SEMMELROCK

Founded in 1958, Semmelrock became a part ofWienerberger in 1996. From 1998 onwards, the companystarted its expansion into the CEE region with the first plantopening in Hungary. Today Semmelrock operates in eleven

countries in Central and Eastern Europe, thereof in eight countries with local productionsites. Since 2010, Semmelrock is a 100% Wienerberger company. Innovative talentcombined with technical knowhow define the philosophy of the Semmelrock group morethan 50 years. As one of the leading providers of quality solutions for landscaping andcreator of market trends in Europe, Semmelrock produces and commercializes concretepavements that are true standards in design and quality, managing to shape the diversityand naturalness of the concrete.

AQUA DESIGN

Aqua Design, based in Cluj-Napoca, was founded in 2004 andhas as main activity designing, selling and installing waterfountains, architectural lighting and ornamental festive lighting forpublic spaces, selling and installation of swimming pools.

Water fountains bring charm to the landscape in which they are placed. They believe thatthe design of the fountain must seamlessly integrate and enrich the visual landscapewhere they are placed and at the same time to bring an opportunity for relaxation.

GRĂDINI VERTICALE

The special techniques through which the micro eco-system isrecreated, the continuous research and passion are the mission ofthe Gradini Verticale team. The company offers solutions thatimmitate the natural environment of plants and make the verticalgardens a unique visual tableau, both through the multitude ofspecies as well as the design and mode of selection.

BAUDER ROMANIA

Paul Bauder GmbH & Co. KG in Stuttgart is Europe'sleading manufacturer of roof systems, and has been anowner-managed company for over 150 years. Bauder isyour one-stop provider of wide-ranging consultancy

service plus all materials for waterproofing, insulating and planting a roof. This givesplanners, developers and roofing contractors confidence that they are making the bestdecision. Bauder now supplies the waterproofing materials for one in every five flat roofsand above-rafter thermal insulation systems. A total workforce of around 700 is employedat our main production plant in Stuttgart and our five other sites in Bochum, Landsberg(near Halle), Achim (near Bremen),Bernsdorf and Schwepnitz (nearDresden). With six sales teams inGermany and sales companies in 13other countries, we are always close toour customers.

ENSOLA

ENSOLA Pro, preoccupied with the latest technology in electriclighting, implements the innovative LED lighting system based onLED TECHNOLOGY in the Romanian economy. LED lluminatulsuccessfully replaces conventional lighting. It has manyadvantages and meets the desideratum of mankind to stop global

warming of the planet by reducing energy consumption, green energy production,conservation of fossil fuels and reduction of the amount of toxic gases in the atmosphere.

KRONEMAG

KroneMag branded products carry the guarantee of quality,sustainability, care for the environment and integration intothe architectural space. KroneMag Millenium SRL hasextensive experience in the production of urban and streetfurniture, garden, terrace and park furniture.

PARKDEKOR

Urban furniture for a European look Parkdekor offersurban furniture products with a classic or moderndesign, aligned with the European standards of streetarchitecture in accordance with its values: quality,functionality and style.

LAUD 2014 INTRNATIONAL LANDSCAPE ARCHITECTURE AND URBAN DESIGN EXPO CONFERENCE, June 3, ATHENEE PALACE HILTON BUCHAREST

Total number of participants who have attended LAUD 2014: 207

- 128 Architects- 38 Company Representatives- 23 Speakers- 12 Mass-Media- 6 City Hall Representatives

65% 3%

14%

6%

12%

Structure of participants in LAUD 2014

Architects

City Hall Representatives

Company Representatives

Mass-Media

Speakers

Total number of architects who have attended LAUD 2014 - 120

16%

63%

4%

Geographical distribution of architects in LAUD 2014

Other cities

Arad

Botosani

Brasov

Bucuresti

Constanta

Craiova

Galati

Iasi

Piatra Neamt

Suceava

Timisoara

75,2%

12,1%

7,8%5,0%

Distribution of guests in LAUD according to specialization

Architects

Landscape Architects

Urban planners

Landscaper planners

Guest profiles

The organizer has sent to all participating companies a selection of profiles of the guest architects / landscape architects / urban planners, with the name, type, dimensions, value and status of their projects.

Individual Residence

Landscape Design

Office Design

Public Institution

Residential Construction

Cultural Center

Warehouse / Storage

Clinic / Hospital

Company Headquarter

Tourist Area Rehabilitation

Other Projects

Pension

Restaurant / Club

Car Dealership

Hotel 

Mall Design

Playground Planning

Sports Hall

Supermarket

Tourist Landmarks Rehabilitation

Lake Restoration

0 5 10 15 20 25

23

20

12

8

7

7

7

6

6

5

4

4

4

3

3

3

3

3

2

2

2

Distribution of the projects carried out by the architects in 2013-2014

Completed project

Project under development

Project to be authorised

0 10 20 30 40 50 60 70 80

79

51

8

Status of projects carried out by architects 2013-2014

During the period February-June 2014, over 20 national specialized magazines andnewspapers have published 129 press materials about the first event in Romaniadedicated to urban public spaces and green areas – LAUD 2014 International ArchitectureExpo Conference.

The considerable increase in the number of materials in May-June is largely due to thenews dedicated to the special guests and companies, as well as the press release.

The materials also made reference to best practice examples of urban spatial planning inthe UK, France, the United Arab Emirates, China, Spain, and Romania.

From a numerical perspective, most materials were published in specialized magazinessuch as: Igloo, Zeppelin, Arhitectura, Arhitext, Roarhitect, Arhimania, Spa Magazin,Pardoseli Magazin, Acoperi Magazin, etc. ș Moreover, the national press has been presentat the event and has written about the guests and the projects presented in LAUD 2014.

4,3%5,2%

13,8%

56,0%

20,7%

Distribution of articles per month

FebruaryMarchAprilMayJune

GENERAL MEDIA:

Digi 24, Radio România, Daily Business, Buissnes24, Ultima Oră, etc. have published /broadcast news about LAUD.

Digi 24 aired a material about the project presented by chief architect of BucharestMunicipality, Gheorghe Pătraşcu, in LAUD. The Digi 24 website is viewed each month byabout 16 million unique visitors.

Dailybusiness.ro published news about the projects that were presented within the event.Dailybusiness.ro is an online business newspaper in Romania and has over 100,000unique visitors per month.

Moreover, Business24.ro, published an article about the first event in Romania dedicatedto urban public spaces and green areas – LAUD 2014. The publication has over 50,000visitors per week.

• The most complex urban project în Europe will be presented in LAUD – Article 1• The new project of the central area of Bucharest, in value of 200 million euro, will be

presented in LAUD 2014 – Article 2• Two of the most valuable European landscape architects are coming to Bucharest –

Article 3• The first event on Landscape Architecture in Romania - LAUD 2014 – Article 4

Article 1

Article 2

Artcile 3

Article 4

0 1 2 3 4 5 6 7 8 9

6

9

4

4

Articles taken over by the national media

The 126 materials written for the event have been taken over by 13 specializedmagazines, of course, specialized in the field of architecture, design and landscaping.

The 12 articles have appeared online on the website of specialized magazines, but also onthe websites of national newspapers. The total number of articles published online is 129.

• Article 1 - The most complex urban project în Europe will be presented in LAUD• Article 2 - The most complex urban project în Europe will be presented in LAUD• Article 3 – Two of the most valuable European landscape architects are coming to

Bucharest• Article 4 – The first event on Landscape Architecture in Romania - LAUD 2014• Article 5 – Free registration for architects at the first event of landscape architecture

of Romania, by Friday, May 23 • Article 6 – Win one of the three invitations to the first event on landscape

architecture in Romania • Article 7 - The winner of the Royal Institute of British Architects Award will be

present in LAUD 2014 • Article 8 – The most highly-awarded styles of landscape architecture in Europe and

Asia • Article 9 - Cristina Iuliana Enache, on landscape architecture in Romania • Article 10 – Outstanding tourist landmarks at the first event on landscape

architecture in Romania • Article 11 – The first event on landscape architecture in Romania | Special Guest:

Martí Franch Batllori • Article 12 - Landscape architect Martí Franch Batllori presents the project Cap de

Creus in June, in Bucharest

11,4%2,3%

13,6%

9,1%

5,7%12,5% 4,5%

4,5%2,3%

5,7%

12,5%

11,4%4,5%

Distribution of specialised press LAUD

IGLOOZEPPELINSPA IUL CONSTRUITȚARHITEXTARHITECTURAROARHITECTMANSARDE I ACOPEȘ -RI URIȘPARDOSELI MAGAZINSPA MAGAZINARHIMANIACASE I GRĂDINIȘPROIECT CASA

The event was also promoted internationally. Articles specially created for promoting theevent have appeared in magazines such as Inspirationist, Archilovers, World Architecture,The Business Preview and Business-Review.

Article 1

Article 10

Article 2

Article 5

Article 7

Article 8

Article 3

Article 9

Article 4

Article 11

Article 12

Article 6

0 2 4 6 8 10 12 14 16 18 20

19

16

14

14

12

11

11

9

8

6

5

4

Distribution of articles online

29%

24%

24%

12%

12%

International media appearances

INSPIRTATIONIST

ARCHILOVERS

WORLDARCHITECTURE

THE BUSINESS PREVIEW

BUSINESS-REVIEW

MEDIA APPEARANCES – PRINT

The poster of the event has been published in all the specialized magazines mentionedabove. Moreover, our articles have appeared together with the poster in print format bothin the specialized media, as well as in the international media.As regards the media appearances in print, over 25 posters have been published in thespecialized media For example, this printscreen is from The Business Preview magazine

In conclusion, the first event in Romania dedicated to urban public spaces and greenareas, organized by ABplus Events and the Order of the Architects of Romania, has beenpromoted both in the national and specialized media, as well as in the international media.Every article was dedicated to the event itself, to the speakers, but also to the invitedcompanies. The event was judged as successful, of great interest to our public, and thishas been seen in the media appearances, online, print, radio and the TV broadcasts.