ª Jornada. 12 de junio de 2017. Auditorio de 9.00 - 11.00
Vector 1. Rehabilitation   Well-established   major   cities,   where   there   is almost   no   land   available,   or   those   in   which there   is   space,   but   of   a   poor   or   low   structural level,    must    make    a    firm    commitment    to rehabilitation.     It     has     been     shown     that rehabilitation    of    the    external    part    of    the houses,   aiming   at   the   recovery   of   the   part   of buildings       which       leads       to       collective enjoyment   through   the   landscape,   in   other words,   the   renovation   of   the   skin   of   the   city, results      in      comprehensive      rehabilitation processes   and   helps   to   maintain   the   city’s economy and high levels of employment. In      addition,      programs      of      accessibility, sustainability,    energy    savings,    safety    and quality   of   life   are   naturally   integrated   in   the concept       of       urban       landscape,       which significantly expands the field of action. Public   subsidies   for   rehabilitation   initiatives are    also    a    good    way    to    strengthen    the relationship    between    citizens    and    the    city and    the    preservation    of    its    heritage    and image.    The    help    of    municipal    technicians, controlling       the       technical       quality       of rehabilitation,       helps       to       preserve       the architectural value of buildings. Determined       action       in       the       field       of rehabilitation      will      make      it      possible      to strengthen    and    enrich    the    landscape    and the     cultural     heritage     of     the     city,     which combine     history,     identity     and     innovation. Rehabilitating   the   urban   landscape   is   a   way of   relating   public   space   to   memory,   and   an opportunity    to    rethink,    reuse    and    redraw cities,   especially   cities   that   cannot   grow   in size,     which     therefore     need     to     reinvent themselves     on     the     basis     of     the     new concepts     of     sustainability,     resilience     and recycling. The    Second    Congress    seeks    to    support    a new   model   of   urban   development   ideology that   increasingly   insists   on   taking   advantage of       opportunities       to       work       further       in rehabilitation    and    to    provide    new    uses    for the   city   rather   than   to   create   a   larger   city. Rehabilitating       the       skin       of       buildings represents     a     process     of     dignifying     the common   setting   in which   citizens   meet   each other,     thereby     contributing     to     satisfying human       needs       such       as       democracy, coexistence,          citizenship,          community, diversity, consensus and dialogue.
.Vector 2. Use management, citizen participation and branding Initiatives   in   which   the   public   sector   collaborates   with the   private   sector   in   terms   of   landscape   are   of   interest both    to    citizens,    whose    local    context    is    improved through   maintenance   programs,   and   also   to   sponsors and   advertisers,   who   discover   a   new   technique   to   offer their   products.   In   addition,   such   initiatives   interest   the media,    which    constitute    a    third    essential    element    to ensure    the    success    of    these    interventions.    Over    the course   of   time,   as   has   been   demonstrated   in   the   case of    Barcelona,    the    coordinated    involvement    of    all    of them     requires     a     management     model     necessarily supported      by      a      regulatory      framework,      technical recommendations    and    administrative    assistance.    It    is important   for   legislation,   in whatever   form,   to   be   derived from   experience   and   to   reflect   a   desire   expressed   by most citizens. Citizen   participation   is   crucial   for   any   regeneration   of   the urban       landscape,       considered       as       a       collective possession,    extending    beyond    the    boundaries    of    the public or private sectors. Usually,   when   planning   looks   at   the   urban   landscape,   it is   seen   as   heritage.   But,   in   the   Second   Congress,   what we    are    proposing    is    that    the    regulations    consider    it more   as   a   landscape-resource,   that   is   as   an   element liable   to   be   protected   but   also   to   be   used   insofar   that   it can     generate     resources     to     can     be     fed     back     into improving the collective value of the urban landscape. The   urban   landscape   demands   its   own   space   that   takes as   its   starting   point   the   notion   that   it   is   an   element   that can   be   used   and   is   capable   of   generating   a   model   of self-sufficiency    to    ensure    its    improvement,    protection and maintenance. The      management      of      any      organized      process      of promotion   programs   to   protect   and   improve   the   urban landscape    should    make    it    possible    to    create    a    city brand      associated      with      asset      recovery.     A      brand conceived    in    this    way,    properly    promoted    with    the complicity   of   opinion   leaders   and   the   media,   arouses citizen   adherence   and   leads   to   potential   sponsorship programs,   which   are   not   so   simple   to   implement   in   the heritage field. A    branding    based    on    a   worthwhile    urban    landscape, including   assets   recovered,   gives   the   city   the   value   of   a "brand",   which      establishes   itself   as   a   collective   value and   inevitably   leads   to   a   slogan   promoting   the   city   that relies    on    a   wide    range    of    public    and    private    actions aiming   at   recovering   the   city,   rather   than   the   skills   of   a simple advertising strategy.
Vector 3.  Outdoor Advertising It   may   sound   controversial,   but   the   concept of    urban    landscape    has    among    its    main vectors smart outdoor advertising. Outdoor   advertising   should   play   an   essential role   to   achieve   a   balanced   and   sustainable urban    landscape.    It    is,    of    course,    vital    to ensure   an   adequate   control   of   any   excesses, shortcomings      or      deficiencies      that      may detract    from    the    urban    landscape.    Among these   alleged   excesses   we   should   consider the   phenomenon   of   visual   pollution   caused by    what    is    known    as    outdoor    advertising, considered in all its variants. Given     this     situation,     we     must     make     a commitment        to        comprehensive        and integrated    regulatory    bodies    governing    the use    of    the    different    elements    of    the    urban landscape;       and       as       regards       outdoor advertising,    we    should    stop    considering    it purely     on     the     basis     of     the     regulations affecting      the      different      forms      and      the conditions   restricting   its   location;   instead,   we should   move   towards   considering   it   as   one more     urban     landscape     use.     Advertising should    stop    being    an    object    of    the    urban landscape    and    become    a    subject    of    the urban landscape. Cities   around   the   world   establish   restrictive measures     of     a     different     nature     with     the common    goal    of    limiting,   with    a    greater    or lesser    degree    of    intensity,    the    presence    of outdoor   advertising   in   their   public   and   private spaces     for     community     use     in     the     urban landscape.      But      there      is      a      time     when confrontation    must    give    way    to    complicity, because      public-private      partnerships      can provide     extraordinary     results.     If     outdoor advertising   is   more   profitable,   it   can   generate resources   and   even   become   an   engine   for improving the urban landscape.
C/General Mitre, 15, ent 2,3 08017 Barcelona
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