The Art of Relevance - by Nina Simon

In placemaking and place management, relevance is everything.

A beautiful public space, a well-produced event, a thoughtful activation—none of it matters much if people don’t feel like it is meant for them. Too often, we confuse quality with connection, assuming that if something is well-designed or well-intentioned, people will naturally engage. But belonging doesn’t happen by accident. It has to be invited.

That is what makes The Art of Relevance such an important read.

Few people understand this better than Nina Simon. Drawing from her work in museums, cultural institutions, and community engagement, Nina makes a compelling case that relevance is not about dumbing things down or broadening appeal for its own sake. It is about creating, and nurturing, genuine points of connection—understanding what matters to people, what barriers they face, and how to make participation feel possible.

That idea has enormous implications for anyone working in place. Whether we are designing a plaza, planning a street festival, curating public art, or simply trying to build stronger relationships in a neighborhood, the question is the same: who is this for, and how will they know?

What I love about this book is that Nina doesn’t just make the case for relevance—she shows you how to build it. She explores both the why and the how, offering a deep understanding of what real engagement and co-creation actually require. Through practical case studies and real-world examples, Nina demonstrates how stronger community connection is not something you can manufacture after the fact—it has to be built into the work from the start.

For anyone trying to build community—whether through culture, public space, or civic work—this book is essential. It is a reminder that connection is not something we can assume. It is something we have to earn.