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Designing the City Identity

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Designing the City Identity: Strategic and Product Design for New Experiential Ways of Living, Enabling and Interacting with the Urban Context





The city identity design is a very complex task, but it is indispensable to be
recognized in a competitive market and to attract investments, companies
and people in economic, cultural and educational sectors. This complexity
comes from many factors, including the delicate relationship between identity
and reputation, being and being perceived. For this purpose, besides the
consolidation of the Place Branding discipline, some investigation methods
have been perfected over the last few years. Their aim is to measure the
satisfaction index and the reputation of countries and cities. Today, the
diffusion of digital technologies and social networks is contributing to
increase and spread some actions of bottom-up participation, crowdsourcing,
collective creation of urban identity, which can interpret the social changes
under way faster. In the age of open-source cities, what is the relationship
between top-down identity processes and innovative visions, animating the
territories' physical and virtual networks? How can we build a shared, strong
image of the city, including and conveying new emerging narrations and
innovative proposals of urban use and valorization?


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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