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Formalising innovation reclaims urban space

Paul Brescia

Mirvac uses research-proven techniques to deliver garage gardens

When companies formalise an approach to innovation, with clear steps, accountability, and a defined impact goal, results follow.

For ASX-listed real-estate investment company Mirvac, a strategic approach is paying dividends, including a car-park garden to reclaim lost urban space, Cultivate.

Having been operational at Mirvac’s 200 George Street location in Sydney for 18-months, the urban-farming initiative is a collaboration between Mirvac’s innovation division, Hatch, and start-up Farmwall.

Cultivate is an urban farming experience which Mirvac says is creating community connections and positive, tangible improvements on physical and mental health of staff within office buildings as well as the general public. 

Operating as a service, with month-to-month leasing through a subscription model, Farmwall creates aquaponic vertical farms that grow and store microgreens, herbs and leafy greens in a natural ecosystem.

Its success led to a second and larger site at 275 Kent Street, created through a partnership with Westpac. This saw Mirvac win the most Innovative Property & Construction Company at the 2019 Financial Review Boss Innovative Companies Awards.

Defining a problem, creating a high-impact solution

Innovation Intelligence caught up with Mirvac’s Chris Akayan, head of culture and reputation, and Teresa Giuffrida, group general manager, Innovation, to discuss sustainability, innovation, and how the company integrates its Hatch program within the broader company, driving new solutions.

As Giuffrida explains, “Our innovation process is best-practice, from leading academia around the world.”

A mission is defined, followed by a scan, in which customers are heavily consulted around their experience. After the data is collected, the Hatch team collaborates on ideation, coming up with as many solutions as possible, rating them between high or low impact. In a four-hour session, as many as 120 ideas can be formed.

Finally, once an idea is selected, Mirvac uses lean start-up principles to test it. The premise is simple, and is based around the concepts defined by Eric Ries in 2008. Have a minimum viable product, the cheapest and fastest version of the idea you can create, and take it to the market, to your customers, to learn.

“When you test them,” Giuffrida explains, “The ideas can go anywhere. They can pivot or be perished too. The end goal is to design a project that customers want.”

The urban farm at 200 George St has been part of a drive towards sustainability for Mirvac. As Australia’s urban population grows faster than infrastructure can keep up, you need new solutions to feed people.

The mission was to extract greater value from underutilised assets, with Hatch discovering that its car park space in the building was potentially going to be made redundant by autonomous vehicles, and trends towards a preference for public transport, and ride sharing in urban areas.

“We then came up with an idea, urban farming in our carpark basement,” says Giuffrida.

“We built the first Cultivate, and thought we may get 20-30 people in the building that were interested. Instead, there were 200. There is now a lobby café that uses the microgreens, which take one minute to get to the chef after being harvested. There is zero-packaging, zero-waste, and zero pesticides.”

Akayan notes, “Stakeholders are seeing sustainability as an important issue which needs to be addressed, not just customers and tenants. Long-term investors want to know the viability in the business.”

Some 45% of the population is cited as considering sustainability as important in making purchasing decisions.
“It is also good business,” says Akayan. 

“At 200 George St, moving from a 5 star to a 5.5 star energy rating has saved us $200,000 in electricity costs, which improves the valuation of the building itself.”
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