CITY AS A PRODUCT. ARCHITECTURE AS AN ECONOMIC INSTRUMENT. ARE GLOBAL CITIES PEOPLE-FRIENDLY PLACES?
References: International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2014, www.sgemsocial.org , SGEM2014 Conference Proceedings, ISBN 978-619-7105-30-8/ ISSN 2367-5659, September 1-9, 2014, Book 4, Vol. 1, 585-592 pp
While spending time in our everyday urban environment do we ever think how particular architecture influences the economic value of that space? Space has its measurable financial value. From the economic point of view a place can be treated as a product that fights for appearing in tourists’ and investors’ consciousnesses. Space - treated as an object of demand and supply - becomes an element in a marketing game. To reach its maximum value the space should be competitive to the other spaces, from which it wants to stand out. As a result of the globalization regional architecture is disappearing, what is against the basic rules of creating the recognizable brand of a place, what constitutes its marketing advantage over thousands others, promoting themselves places. That is not what we are looking for! Space/place, to be an economic value, can not be a subject to incidental shaping. Architecture should be one of the marketing devices. Therefore architecture is not only the reflection of the current state but it becomes an instrument in creating yet non-existent – but anticipated – economic potential of a place. Architecture coherent with a marketing message but alien in the particular context, paradoxically devastates a public space and reduces the place’s market value. However architecture in relation with a place identity transmits a clear message that strengthens the connections between the consumers and the local character of a place. It seems that nowadays architecture of the objects and spaces where contemporary people exist is underestimated. Time to recognize and explore other qualities of architecture as a way of innovative reality creation, to value abilities of creating an atmosphere stimulating the consumers’ behaviour leading to the planned financial effects. Simultaneously enhancing local architecture identity with a defined background could result in the city becoming a people-friendly place again.
Keywords: Marketing Strategy, Architecture as a Marketing Device, Ground Zero NY, MAXXI Rome, [email protected] Barcelona, Branding, Marketing Strategy, Commercialization
PAPER DOI: 10.5593/sgemsocial2014/B41/S15.071: CITY AS A PRODUCT. ARCHITECTURE AS AN ECONOMIC INSTRUMENT. ARE GLOBAL CITIES PEOPLE-FRIENDLY PLACES?
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