Repozytorium publikacji - Politechnika Gdańska

The phenomenon of rebranding Barcelona's image, called the Barcelona effect or 'Barcelona Model', is exampled as one of the most spectacular transformations of the city perception in the last decade. Why has Barcelona been successful? Is it the effect of the recently intensified revitalization practice, or has the city of Barcelona built its brand market value for years? The aim of the research is to name these transition practices characteristic for the Barcelona case that may be applicable for other European metropolises under ongoing transformation processes. The research spans the period from the World Fair of 1888 - the first economically important international event organized in Barcelona, to the present time and development of the 22@Barcelona Districte de la innovació idea. The results of the research suggest that the “Barcelona Model” is not a homogenous concept that is made up of diverse elements: urban design, governance and planning. The new image of the city was created due to implemented urban acupuncture, conversion of the city into a huge service industry, redistribution of a high level of services and urbanism to the periphery of Barcelona and controversial treatment of architectural heritage. It is impossible to build a strong, long-lasting brand without relating the image to the historical and urban context. The recipe for a successful rebranding is to balance excessive aspirations, real space, and the local community needs.

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