In CiD we aim to create a new educational model that links design to circularity and urban transformation. Aligning with the goals of the New European Bauhaus and integrating creativity, arts, and technology for the Green Deal, CiD reimagines design within a circular economy framework.
As part of the CiD project, we visited Põhjala Tehas in Tallinn’s Kopli district, a real-world example that demonstrates the practical application and success of circular design principles. But how did this transformation happen when change can often be so challenging?
Põhjala Tehas began its journey in 1924 as a rubber factory founded by engineer Harry Feldmann. The factory produced a range of rubber products, from boots to hoses and raincoats. During the Soviet era, the factory employed over 700 people by the late 1970s. However, after the collapse of the USSR and the subsequent economic shifts, Põhjala Tehas ceased operations in 1998 and remained dormant for decades.
In 2018, a group of visionaries, including Urmas Laur, embarked on a mission to breathe new life into the abandoned factory. Their goal was to transform the site into a vibrant cultural and community centre that honours its industrial heritage while embracing sustainability and creativity.
The Rider: Rational Planning for Change
The transformation of Põhjala Tehas is a shining example of circular urban development. The strategy focused on reusing and repurposing existing structures, preserving the site’s historical architecture while integrating green spaces and eco-friendly practices. For instance, the community garden allows urban gardening enthusiasts to cultivate their own plots, and green roofs and rainwater collection systems contribute to the site’s environmental sustainability.
The Elephant: Emotional Engagement and Community Building
Beyond physical transformation, Põhjala Tehas fosters a deep sense of community. You can see it in the pictures above, where people enjoy their time over a coffee or a conversation at a second-hand bookstore, with books artistically arranged to elevate the human spirit. A colleague from Tallinn shared that this space hosts numerous cultural events and workshops. The emotional appeal of sustainability is powerful. Aligning urban transformation with values such as environmental responsibility can deeply motivate individuals and communities. It’s no surprise that the space now hosts over 100 creative sector companies, including artists, designers, and entrepreneurs, creating a dynamic environment where innovation and tradition coexist harmoniously.
The Path: Shaping the Environment for Circular Change
The CiD project and Põhjala Tehas are both working to create an environment conducive to change. At Põhjala Tehas, the urban site has been transformed into a space that is adaptable, resilient, and equipped to make circular change easier for everyone involved.
To make change happen, we need to direct the rider—clearly defining destinations, goals, and objectives. We also need to motivate the elephant—cultivating a sense of identity and community engagement—and shape the path by creating a supportive environment.
As Chip Heath and Dan Heath tell in their book, Switch: How to Change Things When Change Is Hard*, successful change requires aligning emotion (the elephant), rational thought (the rider), and the environment (the path). These three elements must be aligned for change to take root, and Põhjala Tehas is a testament to how this concept can be put into practice.
Põhjala Tehas shows us that change is not just possible, but already thriving. It demonstrates how the combined efforts of rational planning, emotional engagement, and environmental design can make circular transformation a reality.
*Heath, C., & Heath, D. (2010). Switch: How to change things when change is hard. Penguin Books.