Author:
Sepe Marichela,Pitt Michael
Abstract
Purpose
Starting from these premises, the aim of the paper is illustrating the role of experience in urban regeneration projects and to explore how the experience of high quality product luxury places can be sustainable with existent place identity or new place identity to be suitably created.
Design/methodology/approach
The experience of a place may become an integral part of a product experience. The enhancement of products (Splendiani, 2013): assumes a meaning which goes beyond the simple sale of material goods. It covers the supply of complex experiences … enriched by intangible elements capable to stimulate and involve the sensory and experiential component of consumption. It deals with attracting people to the places where local products are made by inserting the products in the most extensive offers covering the entire territorial system of reference The experience may also be used for the spectacolarisation of a place and its commercialisation, as in the case of “brandscapes” (Klingman, 2007). In this case, it is important not to clone every place everywhere because they could inevitably resemble each other without be able to really engage the people who move into them (Lehtovuori, 2010). The methodology approach is based on a wide bibliography and internet research based on the main terms connected to the topics of the paper, including experience, place identity, quality product, regeneration; on case studies – even though not illustrated – concerning places of interest for the research topics, such as: Hafencity in Hamburg, the Albert Dock in Liverpool, Abondaibarra area in Bilbao.
Findings
The planning of places of quality product cannot be separated from interpretation of the territory as a cultural system resulting from an ensemble of historical, economic and social processes. In such a system, the contribution of the cultural factor must be considered propulsive, not only for its qualitative meaning but also, and especially, for the role of “trait d’union” of a number of actions taken to protect and enhance places.
Originality/value
The increasing importance of the use of experience in the urban regeneration process is leading cities to be involved in constructing suitable images and symbols of their transformed areas to meet the new trends, also according with luxurious ones. Even though globalisation is one of the main dangers in innovative itineraries, the proper planning of quality architecture and public spaces could prevent it by creating a suitable mix between innovation and culture.
Subject
Management of Technology and Innovation,Strategy and Management,Business and International Management
Reference49 articles.
1. Ache, P. and Ilmonen, M. (Eds) (2010), Space Is Luxury, Selected Proceedings of 24th AESOP Annual Conference 2010, Centre for Urban and Regional Studies Publications, Espoo, FI, available at: http://lib.tkk.fi/Reports/2010/isbn9789526031309.pdf (accessed 20 August 2016).
2. Territorio, impresa e consumatore: percorsi esperienziali nelle imprese vitivinicole;Sinergie, Rivista di Studi e Ricerche,2012
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