A
TOOL-
KIT
FOR
STORY-
TELLING
ABOUT          CREDITS          ACKNOWLEDGEMENTS        REFERENCES
CULTURAL HERITAGE AS A DRIVER FOR BRANDING THE CONTEMPORARY CITY
2019

This work has been carried out within the context of:

H2020 ROCK project. Regeneration and Optimisation of Cultural heritage in creative and Knowledge cities

 

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 730280.

 

CULTURAL HERITAGE

AS A DRIVER

FOR BRANDING

THE CONTEMPORARY

CITY

A TOOLKIT FOR STORYTELLING

logoRock.jpg
 

“All his life he retained a passion for the sublime

and put his heart and soul into manufacturing

great circumstances out of little events”

Jean-Paul Sartre

 

 

 

The city is told, must be told, it has been told and it will be told. Cities need a narrative for the past, for the present and for the future. This narrative should be made of images and words; symbols and tales; facts and myth; reality and illusion; analysis and imagination.

 

There is a constant dialectic in the narrative of the city. There is an external and internal point of view. The big narrative and the small stories. The city is perceived and it is represented. It is seen and it is shown. Cities are complex, they are in an ever-changing position. There is no possibility of closing the plot. They are in constant modification and development. They are lived and they can be told in very different perspectives.

 

 

 

 

 

 

 

The human being has in front of him the threat of understanding his position in the world: why is here or there, what to do. Throughout history, this has been mostly tackled through narration. Stories are the main way for learning from the past and previsualizing, planning and developing the future. A sketchbook where we can freely imagine what we want for the forthcoming.

Cities are complex.

They are in an everchanging position

It is a fact that every city needs a narration to be communicated. It's fundamental for its future starting a process of dialogue with its citizens and institutions in order to analyse what it was and what it wants to be. Cities need to use all their potential in order to create a worldwide brand of excellence. To fulfil this brand, compelling stories are required. CH should be at the lead of this communication process.

This brand toolkit has been developed within ROCK project and pretends to be a useful resource for analyzing and reflecting on the role of Cultural Heritage as a communication asset that can help in the task of building up new ways of branding the city. The challenge is engaging citizens and visitors in order to make them be committed to the narration of their urban experiences. The value and uniqueness of these shared visions should be a powerful engine in the construction and development of greener, fairerand more sustainable and enjoyable cities.

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