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This research by Prof Gary Warnaby (University of Manchester) and Prof Richard Koeck conceptualises the experiential representation and marketing
of urban/architectural geographies. CAVA's growing research activity on outdoor advertising is also related to the AHRC Cinematic Battersea project and a recent AHRC CDA award with McCann Manchester.
Introduction: An important theme in place marketing, branding,
and architectural literature – and practice – is the
development of a strong, attractive image, through
(primarily) visual representation of a location. But
considering that today we live in cities that are digital
hybrids, in which we are connected to a wider system
of information, how is an ‘image of the city’
constructed in this context, and are there other
strategies and tactics that should be considered?
Using Plato’s notion of chora and Claudius Ptolemy’s
notion of chorography as points of departure that will
lead us to consider Michel de Certeau’s concept of
walking as an experiential and dialectic process
through which we relate the spatial stories of places
and moreover,1 in the context of digital locative
media, we will point to ways by which this may be
accomplished. In introducing the reader to the
concept of digital chorographies as a means by which a
place’s spatial narratives may be constructed, we
suggest that a current emphasis on visual
representation (for example, of attractive place
product elements/attributes, such as architectural
landmarks and cityscapes, etc.) should be considered
in conjunction with the articulation and narration of
qualities contributing to a place’s realm of meaning.
Moreover, we argue that technological
developments – facilitating potential participation
of a wider array of stakeholders in the creation of
place image, and its representation – put greater
emphasis on developing a co-created experience in
and of space and place, with signi cant potential
implications, not only for how urban locales are
represented, but also for their management more
generally via more participatory approaches.
Co-creative processes and practices have implications
for developing more overt performative dimensions
to place marketing, as it moves from an emphasis on
materiality (via the static representation of places, as
embodied for example, in maps) to a focus on
multiple narratives in a system of dynamic
storytelling. Indeed, we argue that incorporating
performative aspects into place marketing activities
is a means by which the genius loci is more effectively
communicated, to create distinctiveness in an
increasingly competitive spatial environment.
For more information see Open Access article: Architectural Research Quarterly
Architectural Research Quarterly / Volume 19 / Issue 02 / June 2015, pp 183-192. We gratefully acknowledge the images used here: 1) Barry Lawrence Ruderman Antique
Maps Inc., www.RareMaps.com; 2) Chris Speed; 3) Monika Koeck.
Monday. 15 June 2015
ARQ, Cambridge University Press
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