branded heritage

13/11 - "Branded Heritage"

13/11/2020 | 10h

Branded Heritage

[Patrimônio Marcado]

branded heritage

#cityasprocesses

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13/11/2020 | 10h

Branded Heritage

[Patrimônio Marcado]

Michela Pace, IUAV, Italy

∞ Abstract ∞ This lecture discusses the visual rhetoric used in the advertising of new regeneration schemes in global real estate, particularly when they recall notions of memory and heritage. Heritage is an inheritance that both constrains and increasingly enables development. It is simultaneously a reason for the conservation of some parts of the city and for the demolition of some others, a symbolic asset to be returned to the collectivity and an economic value to be privatized, an image of local identity and an opportunity to tap into the global rhetoric of national representation. It is argued that the increasingly frequent allusion to heritage plays an active role in promoting the economic value of urban regeneration operations.

 

Michela Pace is a research fellow at IUAV of Venice

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