1. Fertile ground is ready now in the
hearts and minds of the world’s
urban population. Rooftop
gardening is a revolution set to
transform the way we live.
The Railway Station Rooftop
Gardens are much more than
show gardens. By incubating
new technology, product design
and architectural solutions for
global markets, a new utopia of
beauty, environmental synergy
and intelligent resource use
will flourish.
With rich local research and
innovation resources, temperate
climate and the nourishing heart
and vitality of the Farmer’s
Market, the Railway Station
Rooftop Gardens will simply
make our world a better place.
The Green Benefits:3
Local harvest of fresh food,
solar energy and rainwater.
Absorb city heat build up,
reduce storm water surge.
Insulate buildings, therefore
increasing energy efficiency.
Longer roof membrane life.
Uses otherwise wasted
urban space.
Increase air quality and
natural habitats.
Beautify urban landscapes.
Quality of Life
Practice Sustainability
Desireable Real Estate
Market
Opportunities
Global Demand
Meet the Demand
Address Problems
It is up to individual cities to set their
vision to utilise unused roof area, and
introduce infrastructure to support
development. However witness
London’s goal to feed 2012 Olympians
from local rooftops1
, the advanced and
widespread eco-roof legislation in
We are witnessing a green wave, where
consumers actively seek ways to
lessen their impact on the earth, whilst
improving their quality of life.
Whether an individual dwelling, urban
apartment block or tenanted commercial
building, a rooftop garden on any scale
gives the edge on desirability for work
place, living quarters and real estate.
many European countries2
* or the new
Chelsea Garden Show Rooftop category.
Clearly there is increasing global
demand for knowledge, products
and expertise.
We can help to address the problems
of environmental sustainability, peak oil,
obesity and city living stress with
intelligent design, beauty, productive
serenity, and by sharing tasty
fresh food!
Rooftop Gardens, designed for human
access and interaction, and Green
Roofs, such as low maintenance grasses,
have become an elite global trend
re-established by remarkable architectural
wonders, new technology and a desire for
tangible sustainability practice.
Designers, architects and engineers
with marketing support, will work
together at Railway Station Rooftop
Gardens to meet this increasing global
demand by developing products and
services relating to landscape
architecture, horticulture and
retrofitting/ installation technology.
Rooftop gardening
grows community,
enhances urban
environments & makes
good honest sense.
* Over 75 European
municipalities currently
provide incentives or
have legal require-
ments for green
roof installation.

2. Six days per week the grounds
at the Dunedin Railway Station
are used for parking.The site is
unimaginatively used.
Every Saturday, the Farmers
Market breaths vibrancy into
the community. Greater
potential for the site is revealed.
With good planning, the site
could be redesigned to
demonstrate the positive values
of roof top gardening
all year round.
• Proximity to the vibrant Farmers
Market with shared values: regional,
seasonal, fresh food; community,
diversity and sustain-
ability.
• Wind shelter for the year round
Farmers Market, whilst
retaining
an open-air feeling.
• Product development and
international contracting
supports education.
• Brand inspires city to become
leader in growing global trend.
Demonstration gardens and
produce sales initiatives will
provide educative, hands-on
involvement in food production
and enterprise for local schools.
Seminars and conferences will
help in the cross pollination of
knowledge and initiatives.
• Competition for seed capital.
• High initial cost for flagship
architecture.
• Significant investment in research,
product development
and
marketing required.
• Bedding in period before
profitability is realised.
• Physical isolation from large global
markets, where emerging
companies have the
edge on providing tailored
garden solutions.
Competitions will invite concept
pitches from designers.Working
with core staff, one-year projects
will take small product and
service innovations to the market,
generating early cash flow.
• Huge global trend opening
new markets.
• Meet consumer demand to
actively ‘be green’.
• Global demand for reduced
dependence on oil.
• Funds for sustainability are
increasingly available.
• Using existing suppliers for some
installation elements will enable
focus on new innovation.
• Strong local research resources.
Seed capital will be sought from
Trade and Enterprise New Zealand,
as well as Otago University, local
government and private investors.
Aspects of the programme could
attract funding from the Ministry
for the Environment or Ministry
of Health .
• Apathy in face of climate change.
• Resistance from city planners.
• Trade barriers.
High end architectural firms
serving corporate, institutional,
commercial and residential mar-
kets. Retail markets for urban
building retrofitting.
Strengths
Community
Weaknesses
Market Entry
Opportunities
Seed Capital
Threats
Target Market
For further inspiration:
1,2. www.cmhc.ca/designguidlines for green roofs
3. www. gardeningknowhow.com
www.otagofarmersmarket.org.nz/
www.cityfarmer.org/rooftop59.htm
egov.cityofchicago.org
www.roof-gardens.com
www.foodshare.net
http://sustainablecities.dk
www.edibleschoolyard.org
www.capayvalleygrown.com
www.vegout.asn.au
www.pce.parliament.nz/growingforgood
www.otago.ac.nz; Enhancing Food Security
TED.com; Mark Bittman, Locavore, Dec 2007
Ann Cooper, School Lunches, Dec
2007 www.baylocalize.org