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 brandingInitiatives 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 AdvertisingIt 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.