Dean, Penelope
From CollabLandWiki
Dean, Penelope
The construction of Sydney's Global Image. Future City
identity - morphed into trademark - translates to image
Cities without icons are not in the market. Successful marketing requires the articulation of the qualitative difference of the city. This is then formed into an image and marketed as unique.Need to be aware of local identity capacity to translate these assets into an image. The translation encourages the use of artistic lisence, imagenation and reshape these assets into meditated realities. These assets can be spatial, programmatic, cultural or social.
Urban - familar and ordinary alongside the exceptional and extraordinary.
Kim Dovey writes 'Local Places become appropriated to global strategies. Urban marketing requires civic imagery that can identify places and cities as different products. In particular this stimulates the market for iconic imagery embeded in 'signature' projects that signify a 'sense of place' for global consumption...The manhattan skyline, Westminster, the Eiffel tower and the sydney opera house set the standards of urban iconography. Like corporations without logos, cities without icons are not in the market'
Through this image overhall the city's topography has changed.
Sydney urban assets have been repeated and upstyled to help this process along. This has meant not a change of image for sydney but rather a bolstering of existing identity. Capitalising on the success of its CBD, the City of Sydney has injected itself with even more city-centre exotia: public parks, swimmimng pools, urban gardens and cultural facilities. These programs have acted as urban stimulants that not only intensify the CBD as a cultural destination for the entire metropolitan area, but further confirm and legitmate the image of Sydney with even more 'leisure-lifestyle' specificity.
Clver marketing of ap 1000 artments. Mar 1 1000
1000 000
1 1000 000 keting catch phrases such as 'harbour glimpes' and 'water vitas' etc often hype the view more highly that it 1000 diserv 1000 es in order to fees the marketablity of the image. Marketable image translates into a locally lived reality with economic and social status.
Signature building designed by famous architects add a branding dimension to the apartment market. The brand acts as an alibis for developers to promote their towers as unique and exceptional. Dovey writes 'The successful corporate tower offers a distinctive image to which lesses are invited to link their corporate image.' According to Dovery, office towers can claim distinction in a variety of ways: to be an artistic masterpiece (designed with an architects signature) unique in form (a landmark in it's context) or to be 'future looking'.
