| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 174.19 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O forte ambiente competitivo nas cidades de hoje em dia, levou à
adopção de estratégias de Branding incorporadas nos elementos de
gestão territorial.
Nestas estratégias, o principal objectivo passa por desenvolver um
lugar potenciando os seus atributos, com especial foco na sua
imagem e identidade, visando a que esta se destaque e se torne
atractiva.
Marcada fortemente pelo período pós-industrial, foi através destas
estratégias que Marvila surgiu novamente no mapa, como um local
repleto de espaços criativos que vieram trazer uma nova vitalidade e
dinâmica a esta zona oriental de Lisboa, obsoleta até há muito pouco
tempo.
Estas dinâmicas foram sem dúvida benéficas para a reinserção de
Marvila na urbe, no entanto, contrastam os espaços do branding com
espaços expectantes, edifícios devolutos e uma população
fundamentalmente idosa, carenciada das mais básicas necessidades
do habitar.
O presente trabalho foca-se assim em definir uma estratégia de
rebranding que procure dar uma nova imagem a Marvila Velha, tendo
como actores principais os seus moradores.
Pretende-se pensar num plano onde se aplicam um conjunto de
operações de Regeneração Urbana dos antigos núcleos industriais
de Marvila – no troço compreendido entre o braço de Prata e Poço
do Bispo – e onde se potencia uma diversidade de espaços e usos,
articulados, entre os novos elementos urbanos e os pré-existentes,
que garanta a sustentabilidade desta área futuramente, e possibilite
que esta mais do que ser visitada possa ser ‘vivida’.
ABSTRACT: The strong competitive environment in today's cities has led to the adoption of Branding strategies incorporated in the elements of territorial management. In these strategies, the main objective is to develop a place enhancing its attributes, with a special focus on its image and identity, aiming for it to stand out and become attractive. Strongly marked by the post-industrial period, it was through these strategies that Marvila emerged again on the map, as a place filled with creative spaces that came to bring a new vitality and momentum to this eastern area of Lisbon, obsolete until a very short time ago. These dynamics were undoubtedly beneficial for the reinsertion of Marvila in the urbe, however, contrast the branding spaces with the expectant spaces, vacant buildings and a fundamentally elderly population, deprived of the most basic needs of the inhabiting. The present work focuses on defining a rebranding strategy that seeks to give a new image to Marvila Velha, having as its main actors its residents. It is intended to think about a plan where a set of Urban Regeneration operations of the old industrial centres of Marvila are applied - in the section between Braço de Para and Poço do Bispo - and where a diversity of spaces and uses, articulated between the new urban elements and the pre-existing ones, is potentiated, which guarantees the sustainability of this area in the future, and makes it possible that more than being visited it can be 'experienced'.
ABSTRACT: The strong competitive environment in today's cities has led to the adoption of Branding strategies incorporated in the elements of territorial management. In these strategies, the main objective is to develop a place enhancing its attributes, with a special focus on its image and identity, aiming for it to stand out and become attractive. Strongly marked by the post-industrial period, it was through these strategies that Marvila emerged again on the map, as a place filled with creative spaces that came to bring a new vitality and momentum to this eastern area of Lisbon, obsolete until a very short time ago. These dynamics were undoubtedly beneficial for the reinsertion of Marvila in the urbe, however, contrast the branding spaces with the expectant spaces, vacant buildings and a fundamentally elderly population, deprived of the most basic needs of the inhabiting. The present work focuses on defining a rebranding strategy that seeks to give a new image to Marvila Velha, having as its main actors its residents. It is intended to think about a plan where a set of Urban Regeneration operations of the old industrial centres of Marvila are applied - in the section between Braço de Para and Poço do Bispo - and where a diversity of spaces and uses, articulated between the new urban elements and the pre-existing ones, is potentiated, which guarantees the sustainability of this area in the future, and makes it possible that more than being visited it can be 'experienced'.
Description
Dissertação de Mestrado Integrado em Arquitetura, com a especialização em Urbanismo apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
Keywords
Branding urbano Espaço Industrial como oportunidade Requalificação Gentrificação Marvila Urban branding Industrial space as opportunity Requalification Gentrification
Pedagogical Context
Citation
AZEVEDO, Sara Ribeiro Couto Saldanha de - (Re)branding Marvila : a requalificação urbana da Lisboa Oriental.- Lisboa: FA, 2019. Dissertação de Mestrado.
Publisher
Universidade de Lisboa, Faculdade de Arquitetura