In searching of Vilnius identity: between arts and business, 2011 1
Urban attributes City planners use of distinctive features in order to encourage city s revival Urban attributes and devices have been mobilized to boosting investment, employment and population, including vibrant cultural amenities and social environments, architectural heritage, scientific advances and even celebrity endorsements 2
Built environment The built environment isan important object of economic policy in cities, reflecting the significance of buildings in accommodating urban growth Property is a key issue in business performance and location decisions. The built environment are a potent means of differentiation between cities The preservation and restoration of unique historic buildings has been a big advantage for old cities. Other cities have had to work harder to rehabilitate disused ports and industrial warehouses, to create new flagship developments, or to rediscover and maintain attractive parks and public squares. 3
Tools for distinctiveness Landmark buildings are classic tools for promoting distinctiveness. Iconic structures can portray something new or offer prominent symbols of military, religious or political significance. They may act as catalysts to further investment. They can accommodate unique cultural facilities or serve as venues for arts performances that enhance the perception of cities as places to visit and enjoy. 4
Problems 1. The pursuit of uniqueness creates pressures to build showcase projects that attract attention by virtue of their exceptional design 2. A focus on up-market residential property rather than the full range of housing required by households with diverse resources 3. There are difficulties for lower income occupiers and local firms supplying routine consumer services 5
Branding Emphasis on the image or identity of cities The growing importance attached to intangible and soft (cultural) assets in economic competitiveness A strong overall city image may lend some coherence to a range of loosely related attributes and help to subsume particular local difficulties. 6
Sources of differentiation Buildings may be relatively straightforward to create differentiation. One of dangers - distinctiveness for the sake of being different - an end in itself - rather than a means of enhancing local capacity to meet the varied requirements of different city users. In seeking to be distinctive, cities end up imitating other places with similar kinds of initiative. 7
Place branding campaign 1 To package and promote a comprehensive brand image that tells a powerful brand story, so that outsiders can understand the place in a positive light. 8
Place branding campaign 2 The creation of high profile icons, such as hosting internationally popular sporting events or celebrating iconic features. These icons focus people s mind and promote the associated places.
Place branding campaign 3 To brand the place through endorsements and recognition from other authorities - UNESCO heritage sites accentuate the historical and cultural values of these places 10
Place branding messages The arts and culture are used in place branding various art and cultural activities communicate vibrancy, excitement and happening. A dull place will not attract tourists, the creative class nor investments. 11
Iconic Vilnius buildings 12
Hermitage-Guggenheim Vilnius 13
VEKS 2009 14
Sunrise Valley 15
CITY VISION 2020 Vilnius is the capital of creative people; one of top 3 choices to see, live and work in the Baltic Sea Region. It is a friendly and cosy city, that embraces change and innovation, cherishes its traditions and culture, and promotes continuous progress and perfection. 16
Happy society - Sustainable economy - Hamonious Environment... proactive, hospitable and happy people live. A happy society lives in a city with a substantial scientific and educational endowment and potential. This is a city comprised of educated and civilised people, active and sportive youths, all of whom are ensured an advanced system of health, social justice and security, whilst fostering their sense of community as well as civic, cultural, and artistic self-expression. Vilnius is a city where tolerance and respect for others is ensured, traditions are fostered, and innovations and modern culture are promoted.... open and well-balanced development of economy is promoted. A sustainable economy is characterized by a balanced development, high quality of both public and private services and notable technological advancements. In this economy innovation is always promoted and business conditions for foreign investments improved; with continuous progression of international relations. It is a city where entrepreneurship is promoted and jobs are created. Vilnius is a city of export, and its services and products have gained recognitions in the Baltic Sea Region....balanced urban development is ensured and the environment is nurtured. A harmonious environment is achieved through cohesive urban development and the will to preserve it for future generations. Vilnius is a green city where nature is nurtured, ecological way of life is promoted and favourable conditions for a healthy lifestyle are created. This is a city that cherishes and protects its cultural heritage whilst also caring for more practical issues: modernising engineering networks, efficiently managing public utilities, creating a convenient transport system with a well-developed public transport system as an example of how well it can do. 17
Creative Vilnius mapping findings Arts (high-level arts professionals, professional staff, arts organizations of Fine and Performing Arts and arts events); Media activities with the largest audiences, the large amount of companies that create highest added economic value; Initiatives of creative and civil communities 18
Cultural districts The most successful cases of cultural district development, using the tools of Creative Industries are Užupis, Naujamiestis and Pilaitė quarters. Most of the tools used creating the identity of the quarter are arts activities. The Park of Architecture for a new quarter identity are planning to use creative architectural planning tools 19
PARK OF ARCHITECTURE PARK OF ARCHITECTURE - what do we show? Modern urban planning - principles of sustainable development Contemporary architectural heritage in the historical context Efficient use of eco-materials and energy resources Social cohesion in healthy and safe urban environment A new tool for the architectural-environmental education of society; 20
Park of Architecture. Citizens visions 21
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Park for arts The best known case of revitalized areas is being made by arts group near the city in 1991 founded Europe Park by G.Karosas. 23
SEREIKISKES Park: City authorities visions 24
SEREIKISKES PARK: What desires citizens 25
Real estate There is a number of areas in Vilnius requiring conversion of an old abandoned industrial sites into necessary infrastructure for residents of Vilnius. All the areas requiring conversion are owned by real estate developers who are focused on residential or office buildings construction 26
CONVERSION ONE OF THE GOALS OF CITY MASTER PLAN Potential of brownfields' conversion : In total 500 ha In the centre 120 ha L E G E N D Priority conversion territories Conversion in 50% of territory Conversion in 100% of territory Waters Green areas Main streets 27 Limits of the City of Vilnius
Cinema theatre LIETUVA 28
Protest laboratory 29
Polyphonic Protest 5: Protest s Post 30
Economic crisis versus arts reborn 31
XYZ http://www.youtube.com/watch?v=id-nqcwjwx4&feature=related 32
Lithuanian Cinema Studio: business reject art 33
Businessmen city visions: Antakalnis terraces 34
Brand of Lithuania Lietuvos video pristatymas (trumpinys) (su angliškais titrais, trukmė 1 min. 20 sek., MPEG 65,7 MB) http://www.investlithuania.com/lt/infocentras/biblioteka/video 35