Authors

Gorgorova Yulia V.
A METHODOLOGY FOR DESIGNING URBAN ENVIRONMENT BASED ON THE TERRITORIAL BRAND CONCEPT

Architecton: Proceedings of Higher Education №1 (77) March, 2022

The article deals with issues in visual embodiment of city brands and proposes a methodology for designing urban environments based on the concept of territorial brand.
This methodology should enable students to consider problems in urban environment development from various perspectives, identify possible city development vectors and possibilities for promoting its brand, learn how to create a competitive environment with unique characteristics, and elucidate the identity of a particular place. This could help residents gain self-identification and attract potential investors and tourists. The methodology encourages students to think of ways to identify the city’s unique characteristics and their manifestations when creating an urban environment based on the territorial brand. The technique was tested with the framework of term and final design projects in the courses of architecture and spatial design, as well as in experimental and competition design.