CASE STUDY | Barcelona Flashcards
Why did Barcelona need to rebrand?
- Industrial change and urban issues meant some of Barcelona’s districts were in decline by the 1970s
- Very high population density (1 million by 1930)
- General Franco’s regime heavily oppressed Catalan region and culture
What strategies were used in the Barcelona rebranding process?
Role of sport
- 1992 Olympic Games, used to generate city-wide developments, presented to inhabitants as a ‘one city’ exercise, aimed to unite the city around a public project
- Barcelona Football Club, strengthened city’s sense of community, flagship location, Nou Camp holds 98,000 spectators
Role of culture
- Distinctive architecture of Antoni Gaudi gave Barcelona buildings that are recognised as World Heritage Sites by UNESCO
- City used the Universal Forum of Cultures in 2004 to promote the regeneration and re imaging of the city
Role of business
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’, aim was to position the city as an attractive region for innovative global talent and economic growth
- 2014 became European Capital of Innovation by the EU
Rebranding processes in El Raval
- Museum of Contemporary Art
- Private university
- Barcelo Raval Hotel (2008)
- Casa Camper Hotel
- 1995 Raval Rambla project, 1700 properties demolished, made space for tree-lined, pedestrianised area
What players were involved and what were their roles?
National government
- Olympics
- Barcelona Football Club
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’
International bodies
- UNESCO world heritage sites
- EU Innovation Capital
- Raval Rabala 80% EU funded
Individuals
- Distinctive architecture of Antoni Gaudi
How has the rebranding process altered people’s perceptions of Barcelona?
- seen as more environmentally friendly due to more green spaces and the destruction of unattractive, run-down factories
Why may the rebranding be seen as successful?
- socio-economic gains for locals and visitors shown by figures for education, employment , health and crime
Why may the rebranding be seen as unsuccessful?
- gentrification, wealthier people = different perspectives on management of area, social tension due to employment opportunities in demand from the better-off; and high property prices - caused tension between poorer residents and landlords - evidence from graffiti on buildings where this has occurred