The quest for competitive advantage and market share, once the preserve of the business boardroom, is now being talked about in the City Hall. This paper examines the role that strategic marketing can play in delivering the kind on people based connectivity which we strive for in terms of creating vibrant, attractive and safe city centres.

Place marketing means designing a city centre to satisfy the needs of its target markets. It has little to do with promotional activity, but everything to do with the disciplines of sound business analysis and applying it in a creative way to city planning. The city centre marketplace is fast changing, competition ever increasing and customers more demanding.

Almost every city in Europe over the past 20 years has attempted to reinvent itself. Much best practice is predicated on urban design and the creation of spaces and places. Case studies in Scotland and England will be examined. The work of Aberdeen City Centre Partnership’s approach to urban realm planning will also be briefly examined.

The paper will show how differentiation, segmentation and product development theory can be applied to town planning regeneration practice.

There is no difference in marketing a product or a service. Shoppers, visitors or residents want safety, choice, convenience, interest, information and cleanliness benefits. Creating vibrant places is a creative process.

All cities must learn to think more like businesses - developing products, markets and customers. Even the most successful companies are never satisfied with their achievements. They continuously seek new ways to understand the marketplace, design better products, stay ahead of their competitors and deliver enhanced customer satisfaction. Planners and urbanists must do the same.

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S. Pedro da Cova (Gondomar), located ten kilometres from the city centre of Porto (Portugal), is considerate a depressed territory, with a large spectrum of social, economic and urban problems, but also with local positive aspects capable to reach the different development opportunities.

In the ambit of the regeneration process for this area, the local authority draw a strategy based in the empowerment of the citizens, where the Information Communication Technologies (ICT’s) assumed a major role. With this purpose, it was build a Telecentre for the disfavoured children.

From the building construction till the first activities, it was our conviction that to break the differences between the have and the have nots it will be very important to conciliate the new technologies and the local characteristics (glocalism).

The children will be the active agents in the dissemination of the project through the development of the different activities, sensitising the families to adopt a healthy life and announce situations of risk, for example. To validate the project will be created an permanent observatory that propose a moment of reflection and auto-valuation about the evolution of the different activities, the changes to do, and the identification of new problems and the redefinition of new methodologies.

In this article, we aim, not only to show the positive aspects, indeed significant, but also to bring into discussion some questions; in order to understand the possibility of defining an empowerment strategy based in the ICT’s. How to conciliate the individual perspectives of the future into a common objective? How to show to all community that information and knowledge are fundamental to build a more liveable and equity space? How to transfer the results to a larger strategy for the entire city? And, at the end, how to explain that people is the most important "infrastructure" to build a better future?

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The main subject of the papers is about describing a design tool for urban renewal of the main streets in the South East and Central Europian towns. The purpose of the tool is to provide urban designers with information and ideas on the possibilities for the suistainable development of existing main streets in the historical part of the towns. It helps identify alternatives and limitations with regard to sustainable renewal of existing urban structure. The goal is to use results of theoretical research in order to make new model, based on elements we can learn from the past. The model is based on understanding the main principles and rules through the history, which created the physical structure of the main streets.

The design tool is primarily intended for use by urban designers and local government policy officials who are involved in urban renewal projects and it may help them to bring to citizensand open public space consumers the attraction, harmony and “the sense of belonging to space” and provides recycling of buildings.

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Through several disciplines of the visual representation and spatial construction, as painting, scenography or architecture and urban development is possible to understand how essential is ground's configuration in order to determinate the identity of a place. All this disciplines can show well this idea, and so, from Giotto's frescos in Scrovegni's Chapel, to the representations of Sainte Victoire mountain, painted by Paul Cézanne, or constructions made by scenographists as Adolphe Appia and Edward Gordon Craig, it's possible to observe the own value that ground brings to territory.

Mercantilism and neoliberalist economicy has banished territorial categories into an exclusive function as producer of finantial profits in such a way that its change value becomes the most important. From a morphological point of view and defending the material configuration of the ground I propose to examine the relation between surface and underground on two examples: The city of Moscow and new York, from which I'll value its contribution to the rise of concept of city as a nets system.

Historical Moscow's growth, over his concentric ring-shaped layout, set up from 1930 year a dialectical relation between ground and subsoil which illustrated the subway and the institutional buildings planned by Stalin engineers. The example of New York allows us to observe the transition between skyscrapers and the urban ground surface. So, from Wolworth building to Seagram tower, considering some spectacular cases as Grand Central's lobby, we find the idea of permeability as a reply to the problem of urban congestion.

We conclude that concepts as vertebration or mobility can't dissociate from other ones as capillarity or accessibility. They together allows to think about territorial and spatial phenomens as a multiple and complex system of scales in a coherent way.

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The environmental concept of area consists basically in establishing a hierarchical structuring of the road network of such form that some assemblies of streets have an accessibility reduced, what is obtained by means of the implantation of measured that they dissuade the traffic in transit.

It treats at the same time to introduce the environmental concept of capacity, trying to measure the capacity of a way not exclusively by its capacity of absorbing flows of traffic.

Under these concepts has developed a plan of mobility in the municipality of Amposta, situated to the south of Cataluña. With a population of 16500 inhabitants and a mobile park of 10800 vehicles.

Using like base for the future planning the present data, itself there are collect urban data of mobility, so much quantitative as qualitative.

  It there it is facts as result a mobility politics proposal, which objective basic are: favour the moderation of the traffic and the ways of transportation not contaminants.

  promote the collective transportation.

  Decrease of the impact of the traffic upon the medium environment.

  create itineraries preferably pedestrian or of coexistence.

  distribute fair of the vital space.

To you result of all it six areas they have defined themselves, inside each one of them have been marked an assembly of strategies.

At same the creation of a Technical Secretary of Co-ordination is proposed, with functions you practice directed to the attainment of the objective marked.

In the context of the current discussion about public space, one of the topics dealt with are the potential effects of commercialization. In European cities, the trend is increasing: Number and above all size of advertising-spaces are growing. The questions if and how functions of public space will change through the strong visual orientation towards advertising and consumption are brought up in a doctoral thesis.

In the course of branding (cf Naomi Klein: No Logo) – and as a result of brandscaping - public space is exploited by brands. Experience of public space shall become the experience of brands. Especially the well known and well attended public spaces are suitable für this change. At the same time this spaces are important for the image and identity of a city. Image-building is basically a result of visual perception. The perception will also form part of the image of brands. At the same time, extra-large advertising is changing the visual perception of public space. The following questions arise:

In what way does extra-large advertising form or overlap with the image and identity of public space?

Does the canvasser's interest in a positive image of public space, which is used for their brands, has effects on the general usability and availability of public space?

Advertising deals with other time units and periods than physically constructed public space. In what way is the identity of public space influenced by that?

Which demands must be formulated from the town planner's point of view?

Which ways and instruments are available for the implementation of these demands in an urban development

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The articulation of physical spaces and virtual electronic spaces presents a complex synergistic effect that encourages designers to reconsider the role of the technological paradigm in the continual transformation of today's public spaces. Metropolitan culture, in fact, presents an excellent scene in which to track technology-driven changes over public space with its permeability to develop different archetypes of space conception, society and the individual. The aim of this paper is thus to discuss the relationships between public space and the new technological paradigm within the context of metropolitan culture. To extend the discussion a three-legged strategy is followed. Firstly, the specific features of metropolitan culture are explored under the sub-headings of the individual, space, and culture with special reference to information technologies. Secondly, the role of the technological paradigm is examined in the course of changes in public spaces that more distinctively crystallize in the processes of privatization, simulated environments and the concept of the electronic agora. And finally, the opportunities and risks for designing public spaces posed by the new technological paradigm are highlighted under the key concepts of globalization, sustainability and democracy.

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The project concerns the Poznan Metropolitan Area. It is an attempt at promoting "small fatherlands", where landscapes can be a cause and an effect of new ideas, projects and culture coming into being. The common values, as recorded in the landscape, are arranged according to single – topic ranges (with their "capitals"). The ranges are co-constituted by the landscapes of related individual places and events. This is also an attempt at emphasising the advantages from the intellectual culture heritage.

The project run and controlled by the planning institution is neither a typical planning document nor an action plan. Instead it is a "message" which awakes the potential of activity in local communities and refers to the tradition of community self-organization and management. The local initiatives should support other local initiatives, already in progress, and provide them with a wider context, and negative consequences of passive, wait-and-see attitude, expecting ready-made recipes, should be pointed out.

The initiative may contribute to the reduction of unemployment.

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COUNTRY: CAT COD: 4,10

On January 1 2001 the process of implementation of the integrated fare system (STI) was undertaken in Barcelona. This project entails the zoning of the whole Metropolitan Region of Barcelona, extended to the limits of the local railway services, covering a total of 200 municipalities and over 4.5 million inhabitants. This territory is divided into 6 sectorised geographical "crowns", with the area in the intersection between crowns and sectors being the fare area.

Up until the implementation of the STI there were 4 different Administrations in Barcelona responsible for setting price policy, 41 operators with different fare structures and price levels (flat rate, by kilometre, by crown ...) with heterogeneous price-fixing criteria, leading to different fares charged for the same route depending on who the operator was.

This initiative targets promoting the use of public transport, making it possible to cheapen switching between modes of transport using the new integrated tickets, thus helping to make public transport more attractive to users via a fare system that is easy to understand, and also conveying the perception of an integrated and single metropolitan transport network.

Different public transport operators gradually joined this integrated fare system since January 1 2001 to offer their services. At this moment in time there are 36 integrated operators (all of them public operators–TMB, FGC, RENFE- and the intercity and inner-city buses).

The range of integrated tickets now available to users this year varies from a 10-journey travel pass to the monthly pass. All these tickets can be bought for 1 to 6 zones:

• T-10: 10-journey pass in all transport modes depending on the zones to be crossed (from 1 to 6 zones). This ticket is transferrable and can be used over any period of time.

• T-50/30: 50-journey pass in all transport modes depending on the zones to be crossed (from 1 to 6 zones). Valid for: 30 consecutive days as of the first use. This ticket is not transferrable.

• T-Mes: transport ticket entitling the user to unlimited travel on all modes of transport. Valid for one zone only. Valid for 30 days as of the first use, and can be personalised via national ID cards or cards issued by the operators.

• T-Dia: transport ticket entitling the user to unlimited on all modes of transport depending on the zones to be crossed (from 1 to 6 zones). Valid for one day as of first use and until end of service. This ticket is not transferrable.

The following actions were undertaken to implement this service:

• Negotiation and signature of integration agreements, attempting to include all area operators in the system

• Follow-up and supervision of the activity of the companies who issue the ATM tickets

• Follow-up and promotion of the installation of the ticket validation and vending systems to all the operators in the RMB area

• Start-up of the la revenue distribution Chamber

• Payments on account and settlements for the use of the tickets on the different integrated operators

• Communication campaign informing citizens on the use of the new ticket system

• Customer attention service

The data for the first year of fare integration are:

• A total of 31.64 million ATM tickets were sold, amounting to proceedings of more than 203.81 million euros (VAT not included).

• More than 461.60 million integrated ticket journeys were validated throughout the system.

• The index of intermodality of the integrated tickets was around 30%, which means an overall system intermodality of 18.7%, heralding a major increase on pre-integration intermodality (8.3%).

• The number of total journeys made on public transport within the framework of the Integrated Fare System throughout 2001 comprises journeys made with integrated tickets plus journeys on operators’ single-mode tickets. A total of 759 million journeys, an increase of some 7%.

The Cocuzzo district is a settlement strongly characterized by intensive subsidized housing. It is situated in the western area of Potenza, (Basilicata, Italy ). The complexity of problems and needs arising from a detailed survey of the present situation, constitues the reference for a general reflection about the district.

An historical analysis enables us to understand the extent to which the actual settlement differs from the original project, with consequent negative effects on the quality of the life of the residents.The planning scheme, the high building density, the widespread deterioration, the lack of utilities, the difficult links with neighbouring areas, the short quality and the chaotic organization of public spaces, have created discomfort which, only integrated interventions of town planning and building renewal as well as politics of social and economic development, will be able to eliminate. From the participation of the citizens in the "Urban workshops", instituted within the "Contratto di Quartiere" and the "Urban Maintenance Plan", a proposal for intervention has been made, which tries to meet the needs and to give coherent answers to the social questions that have emerged. In particular, as regards the renewal building interventions, different strategies of renewal have been defined. For each of the considered hypothesis, points of strengths, weaknesses, opportunities, threats (SWOT analysis), have been estimated according to the different criteria of evaluation, such as the costs of interventions, the use of innovative technologies, the quality of life and social welfare of citizens.

PAPER TITLE: Avenir 2015: the visualisation of the near future

PAPER TITLE: The City the Earth Needs - Auroville…an Ecocity in making

The motorized private transport is becoming a growing problem in towns. The urbanites’ quality of life falls steadily because of increasing required space for the parking traffic and growing air pollution and noise. How can the individual mobility be secured and the negative externalities be reduced at the same time?

In the town of Frankfurt with its 650,000 inhabitants in the heart of Germany the Rhein-Main-Verkehrsverbund (the Rhein-Main transport network) and the CarSharing organization Stadtmobil Rhein-Main cooperate since the year 2000. The goal of the cooperation is to offer every desired kind of mobility to every customer with a simultaneous attention to the sustainable development.

That means transportation association offers a good infrastructure with busses and trains for the purpose of the daily ride to work, of the shopping expedition in downtown etc. For the bulk purchase at the furniture dealer, the weekend in the back-country etc. The citizen can rent the appropriate car for an individual period at Stadtmobil CarSharing. The user does not need to care for the car and its parking place. Cars are available at a lot of CarSharing-Stations in the city. It is comfortable for him. And at the same time, the driven miles of each customer are decreasing, public space is released, the public transport gets more customers and the quarters meets appreciation. So CarSharing can be seen as an individual addition to public transport.

The paper will show the content of the cooperation, its effects, its history and its future.

The territory is undergoing a new spatial organisation marked by a double process of fragmentation of settlements and individualisation of relations. Within this framework, we find both an increase in the velocity of relations and the coexistence of different relations with different velocities.

A first understanding of this new territory can be given by a reading of network urbanism with the creation of two new types of networks: logistical and personal, in addition to traditional infrastructures. On the one hand, production, distribution and consumption logistic networks arise, where the most visible element is the shopping centre, as the privileged consumption unit. On the other hand, personal relations become more disperse in space and undergo changes in:

• the appropriation of territory

• the type of relations (homogenous and heterogenous)

Therefore, a new ex-novo phenomenon of spatial occupation comes to the fore, marked by the cohabitation of types of mobility of a different nature and another kind of mobility we can refer to as neighbouring, fragmented, dual and centralised. Particularly important characteristics of this new scene are that:

• The territory is not only created through aggregation.

• The new social fabric exists on a different scale.

• The management of the fabric is characterised by the mix of different types of mobility (traditional neighbouring, fragmented and central).

This paper will analyse different examples characteristic of new combinations and prevailing features of each type of mobility, which ultimately characterise the types of relations. By way of example we can consider fabrics that combine different distances to the city centre, whether the fabric is a new construction or not, the type of appropriation of the previous fabric and the connection facilities to transport and telecommunication networks.

The paper presents experience from urban revitalisation of a mixed residential and commercial area, North-West, in the city of Copenhagen. Unlike most revitalisation projects in Denmark, this project focuses on collaboration with business- and private partners. The paper will discuss the function of business networks in regeneration processes: Likely results, preconditions and processes.

The commercial and industrial sites of the North-West district look untidy and chaotic, but they also constitute a nerve in the district, with a number of potentialities. The project is based on a conversion of the commercial sites into exciting and attractive areas, which may enrich the whole district including the surrounding neighbourhoods, dominated by dwellings. This will require that new stakeholders are activated, and that a vision is created for the development of the area. In this process the formation of partnerships is a crucial part. The co-operation with the commercial partners will also be used in connection with training and employment initiatives, directed towards unemployed residents, and create a basis for a better dialogue between the residents and enterprises of the area.

The first step was taken in 2001 by the establishment a commercial committee which holds representatives of local businesses and industries as well as representatives of the labour market organisations in Copenhagen. A business network has been established as well.

The project will be based upon experiences from the "traditional", housing orientated, urban regeneration projects, but include new methods and new stakeholders. The idea is to set up the basis for a broader and more complete effort where new stakeholders are involved to an even higher degree in the development of the district. This is to ensure that private and public investments will contribute to a common understanding and development of the area as well as contribute to a better foundation for the urban renewal efforts. Setting up the Commercial Committee and the Business Network is part of the efforts, forming – it seems – the start of a unique process in Danish urban renewal.

This talk is engaged in Bart Lootsma thesis framework, Individualization. Initially The issue individualization was about how the use and the structure of the city, or better, as Lootsma says, the urban landscape are modified by media and mobility. Further on the individual behaviour became the research-line on an issue which found its thesis on how collective organizational or self-organizational patterns developed from its behaviour. It was them the issue to investigate individualization and its architectural and urban implications in deep.

Further more Shell headquarter as case study is showed in its urban implication by matter of their employees scope. Much more deeply, how Shell employees, as an examples of actual community of immigrants shows rules of settlements and modes of urban appropriation hardly connected with a well organized machinery. Shell organization.

Due to the enormous economical and political changes occurred in EU the last twenty years the population of the continent is experiencing an important social shift. The increase of mobility and media improvement reinforce the EU expectation to accelerate society mobility. The reorganization of the labour market all over Europe plays a central role in the balanced reorganization of the European environment, and by those European cities.

But far of being encouraged by achievements of movement, European population still remain static, controlled and distrusted. Even the European citizen have always been sedentary, there are several reasons why this situation, although the new expectations of working conditions, still remain as it was before. Those such as differences of languages, uncertainty, tax systems or infrastructural differences all European countries and regions are some of them. This dichotomy between labour market static, vs. dynamic, produces a displacement between the cities growth process and the redistribution of the labour market all over European community.

Which labour market sector is playing the outpost role required by EU and in which conditions? How this sector is organized on the territory? And, in return, how the territory is affected by those?