Brand
new city

Urban Lab has staged an exhibition on how cities communicate their identity. As part of the European project Rock, Brand New City outlines the strategies, practices and outcome of some of the most engaging and innovative city branding communication experiences in Europe. Some of the most interesting cases have been documented, showing how different methods can be used to deal with the topic not only considering marketing, but also proposing an integrated approach to urban development.

Urban Lab interiors display the projects developed by some ROCK partner cities – Athens, Bologna, Eindhoven, Lyon, Liverpool and Vilnius – through pictures, campaigns, manuals and videos, while the banners hanging under the arcades in piazza Palazzo di Città illustrate other Italian and international experiences (Amsterdam, Berlin, Genoa, Naples, Oslo and Oporto), providing a range of best practices to promote urban identity.

The exhibition is organized in collaboration with the City of Torino and Grupo Taso from Seville.

The European project ROCK – Regeneration and Optimization of Cultural heritage in creative and Knowledge Cities (link www.rockproject.eu), financed by the EU programme Horizon2020, proposes an innovative, collaborative and all-round approach to the redevelopment and transformation of old town centres.