The aim of the workshop is to rethink the methodology of branding territory in regards to specific codes it has or should have on the real case of Smederevo city. Usually, when we think on creating a brand of the city or a place we refer to its architectural artifacts, symbols or morphology created by architects or planners. The workshop will reconsider this top-down approach focusing on community engagement, mobility systems and new methods of urban marketing and management in branding territory on the real case of Smederevo City. Participants of the workshop will get raised knowledge on:
– community engagement in branding the territory,
– marketing and management tools in branding the territory
– role of integrated urban design in this process,
– mobility systems that work in branding the territory.