uno space that changes the city. An urban area that is reborn thanks to a new cultural centre. A community that finds itself in a new area of aggregation. Perhaps thanks to the commitment of a major brand. From an analysis carried out by the observatory FutureBrand on the trends that influence and modify consumption on a global level, the concept of Brand Urbanismor the commitment by brands from all sectors to support the territory that hosts them. They range from the birth of new spatialities, permeated by brands but at the service of the community, to spaces endowed with their own specific identity that evokes presence of a patron brandwhich, however, is not predominant or invasive.
Brand Urbanism, from the park to the cultural centre
“According to the UN, by 2050, 75% of the world’s population will live in large urban areas, with an annual growth of 60 million inhabitants. Cities are changing, assuming more varied identities and experimenting with a great variety of new practices: from the real estate sector to catering, from the labor market to leisure time» – he explains Francis Buschi Head of Strategy at FutureBrand – «The number of Brand Urbanism projects is growing not only abroad but also in our countrydemonstrating the new role assumed by brands in society. The crisis generated by the pandemic, war and generalized uncertainty has found an outlet in new, more sensitive interlocutors (and more capable of giving a timely response) to the needs of people, especially those who live in large urban concentrations”.
In the last decade, the interventions promoted by major brands to redevelop or even transform some areas of cities around the world. In short, we have gone from taking care of the greenery in front of the headquarters or flagship store to major projects involving significant investments and involve local institutions and citizensnon-profit organizations or specific groups of individuals.
Brand Urbanism, the examples in the world
There Prada Foundation in Milan has acquired and renovated a former industrial district, transforming it into an exhibition space for contemporary art and culture. The new headquarters, inaugurated in 2015, the year of Expo, attracts tourists and visitors and has given new life to the entire area and helping to improve the image of the city and the quality of life of the neighbourhood.
Attendees at “The Bentway block party” in Toronto on August 25, 2018. (Toronto Star/Toronto Star via Getty Images)
In Toronto Canadathe financial group bm extension sponsored by the non-profit association The Bentway, a public space below the Gardener Expressway. The area intends to recover the unused spaces that are located under the highway and dedicate them to art, culture and various attractions such as, for example, skating rinks, made available free of charge to citizens.
In Paris in the Pigalle district, Nike contributed to the renewal of the Duperré basketball court, transforming it into a place with vibrant colors and a design that is completely different from that of the neighborhood. Enclosed between two buildings that couldn’t be more classic, the pitch is fuchsia and blue and decorated with striking geometric shapes. The initiative brought together the public administration of Pigalle and the brand and saw the participation of Ill Studio.
Not to mention the installations by Yayoi Kusama for the launch of the “Creating infinity” campaign by Louis Vuitton in the heart of Paris and Milan.
Adidas in the United States a Portland, Oregonhas created an urban park as part of its commitment to sustainability. In New Yorkthe fashion brand Rag & Bone transformed an abandoned building into an event space that also serves as a gathering place for the local community.
Domino’s, the pizza chain, started a very worthwhile project: to repave or fix bad roads in all 50 states. “Paving for Pizza” aims to improve road conditions on which people travel and… its pizzas. A way to be close to the community in a concrete way, increasing safety for everyone.
Finally in Mexico, Engiea French energy company, promoted the “Solar Graffiti” project: an installation in a sports field in Mexico City which combines the graffiti of the street artists of the N3O group with Heliatek solar films to create a new type of sustainable lighting. “Solar Graffiti” is the first of seven projects in the Engie Harmony campaign which aims to demonstrate how technical progress can be achieved in harmony with man and nature.
«Brands – continues Francesco Buschi – become active promoters of these transformations, dressing spaces but also inspiring their functionality, moving from a high and committed brand purpose to more concrete operations, capable of proposing tangible brand experiences. Change the paradigm; the districts of the city are no longer segmented by wealth and social class, but they are divided by aptitudes or interests. The fashion, design and alternative indie districts are born. Brands choose or modify their spaces according to the location that best expresses their vocations.
It thus happens that to the traditional iconic places where the big brands show off such as, for example, Times Square in New York, Shibuya in Tokyo or Piccadilly Circus in London, just to name a few, projects of a different nature are added, capable of revitalize often forgotten areas of the city.
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