Case Study of Rebranding Barcelona 5.5 Flashcards
Why did Barcelona need rebranding?
The Raval District needed rebranding, it had densely packed abbattoirs, factories and tenement blocs which were slum like. One of the most densely populated urban areas in the world
South Raval District was close to the port and became associated with the informal job sector and illegal activities e.g. prostitution, drug dealing etc
What rebranding has there been in North Raval?
Flagship projects, e.g. cultural buildings like the Museum of Contemporary Art and the Contemporary Cultural Centre, both of which have international reputations
A private university has been constructed and streets have wine bars and high-quality food shops
What is change associated with in North Raval?
Gentrification as high socio-economic status people move in
What regeneration has there been in South Raval?
Overcrowded residential areas remain and old derelict factories remain.
Raval Rambla in the 1990s was undertaken. 1700 residential and commercial properties were demolished to clear space for a large tree-lined pedestrian space.
This is used for street markets and small local festivals
New housing has been constructed for some of the residents displaced by the scheme.
It cost 5million Euros, 80% came from the Eu
What private investment led to regeneration in Barcelona?
Two flagship hotels. The Barcelo Raval Hotel and the Casa Camper Hotel
How is rebranding contested in the Raval District?
Property speculation has raised prices and some landlords are keen to see existing residents leave.
Protest graffiti is common.
But generally, indicies of employment, education and health etc have improved
How has sport played a role in the rebranding of Barcelona?
1992 Olympic Games. athletes village was located on the waterfront, with the main stadium a little way inland. The city used the games to generate city-wide redevelopment and to renovate run-down areas such as the harbour.
Rebranding using the Olympics as a catalyst
Decisions about the Olympic developments were taken at all levels of planning and design not just top-down
Barcelona Football club is another key element has created a flagship stadium
What is the role of culture in the rebranding of Barcelona?
Has a long tradition of artistic culture
Distinctive architecture gave Barcelona buildings that are recognised as World Heritage Sites
The Cathedral of Sagrada Famila is visited by thousands every year
Art galleries, museums, restaurants are all used to promote the city and designed to attract tourists
How has Barcelona been rebranded as a place of business innovation?
“Strategic Metropolitan Plan of Barcelona” presented by municipal authorities it positions the city as one of the most attractive and influential European regions for innovative global talent and as the best setting for economic and business growth.
2014 the title of European Capital of Innovation by the Eu
