4 resultados para City Markerting, Branding, City Branding, Place branding

em Universidad Politécnica de Madrid


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The area of mobile city guides has grown really fast in the last years based on new mobile capabilities. This growth has been fostered by the evolution of ubiquitous systems and the great penetration of smartphones in the society. In this paper we propose a generic model to support a new way of visiting the city: instead of as a place for tourism, we see it as a place for learning in which located educational resources are available for end users. The model has been conceived as a way to encourage them to create their own educational tours, in which Learning Points Of Interest are set up to be discovered. Two main use cases are supported by the model: formal (conducted by a teacher) and informal (no educator is related to the learning experience) outdoor mobile learning. Details about the impact of the conjunction of tourism, learning and gamification dimensions in the model design, as well as about the model itself are provided. Finally, a mobile application prototype developed in the context of the FI-CONTENT European project is presented as a proof of concept of the model.

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To develop effective cycling policies, decision makers and administrators should know the factors influencing the use of the bicycle for daily mobility. Traditional discrete choice models tend to be based on variables such as time and cost, which do not sufficiently explain the choice of the bicycle as a mode of transportation. Because psychological factors have been identified as particularly influential in the decision to commute by bicycle, this paper examines the perceptions of cycling factors and their influence on commuting by bicycle. Perceptions are measured by attitudes, other psychological variables, and habits. Statistical differences in the variables are established in relation to the choice of commuting mode and bicycle experience (commuter, sport–leisure, no use). Doing so enables the authors to identify the main barriers to commuting by bicycle and to make recommendations for cycling policies. Two underlying structures (factors) of the attitudinal variables are identified: direct benefits and long-term benefits. Three other factors are related to variables of difficulty: physical conditions, external facilities, and individual capacities. The effect of attitudes and other psychological variables on people’s decision to cycle to work–place of study is tested by using a logit model. In the case study of Madrid, Spain, the decision to cycle to work– place of study is heavily influenced by cycling habits (for noncommuting trips). Because bicycle commuting is not common, attitudes and other psychological variables play a less important role in the use of bikes.

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El tema de estudio de esta tesis son las propuestas urbanas que Andrea Branzi ha desarrollado durante los últimos cincuenta años, centrándose especialmente en aquellas más elaboradas y completas: la No-Stop City (1970-71), que elabora como miembro del grupo radical Archizoom, y dos de sus modelos de urbanización débil, Agronica (1995) y el Master Plan para el Strijp Philips de Eindhoven (2000). Se trata de una parte de su obra que ha mantenido constante, a lo largo del tiempo, una propuesta de disolución de la arquitectura de notable consistencia que puede describirse con la fórmula “città senza architettura”, acuñada por él mismo. Una voluntad que ya se apunta en la muy variada producción de Archizoom previa a la No-Stop City, y que cristaliza y se hace explícita en este proyecto que aspiraba a: “liberar al hombre de la arquitectura”. A pesar de la continuidad de esta idea en el tiempo, la ciudad sin arquitectura de Branzi ha evolucionado claramente dando lugar a distintos tipos de disolución. Una disolución que, obviamente, no supone la efectiva desaparición de la disciplina, sino la formulación de una arquitectura “otra” basada en un replanteamiento radical de la naturaleza y el papel de la misma. Esta agenda contra la disciplina se ha desplegado a través de una serie de temas que socavan el objeto arquitectónico canónico (su vaciamiento expresivo, la pérdida de importancia de la envolvente y la forma acabada, el carácter anticompositivo, la independencia entre forma y función, la mutabilidad en el tiempo…), pero va más allá al poner en crisis el rol que la propia arquitectura ha tenido en la configuración material, política y simbólica del hábitat humano. Una pérdida de protagonismo y centralidad en la sociedad contemporánea que, en el discurso del arquitecto, implica necesariamente un papel subordinado. De este proceso de disolución surge un nuevo tipo de ciudad en la que la forma urbana o se ha perdido o se ha convertido en superflua, en la que se ha disuelto la zonificación funcional, cuyos espacios interiores se hallan en un proceso de permanente reprogramación que ignora las tipologías, que trasciende la división entre lo urbano y lo agrícola y que es, ante todo, un espacio de flujos y servicios. La crisis de la ciudad tradicional implica, en definitiva, un cambio en la naturaleza misma de lo urbano que pasa de considerarse un lugar físico y construido, a convertirse en una condición inmaterial y virtualmente omnipresente que se despliega independientemente de su soporte físico. En las investigaciones urbanas de Branzi convergen, además, muchas de las reflexiones que el arquitecto ha desarrollado sobre, y desde, las distintas “escalas” de la actividad profesional: diseño, arquitectura y urbanismo. Estas propuestas no sólo cuestionan las relaciones establecidas entre objetos, edificios, ciudades y territorios sino que ponen en cuestión estas mismas categorías. Unas ciudades sin arquitectura que se basan, en última instancia, en plantear preguntas que son muy sencillas y, por otra parte, eternas: ¿Qué es un edificio? ¿Qué es una ciudad? ABSTRACT The subject of study of this thesis are the urban proposals developed by Andrea Branzi over the last fifty years, with a special focus on the more developed and comprehensive ones: the No- Stop City (1970-1971), produced as a member of the architettura radicale group Archizoom, and two of his “weak urbanization models”: Agronica (1995) and the Master Plan for Philips Strijp in Eindhoven (2000). This area of his work has kept, over time, a remarkably consistent proposal for the dissolution of architecture that can be described with the motto città senza architettura (city without architecture), coined by himself. A determination, already latent in the very diverse production of Archizoom prior to No-Stop City, that crystallizes and becomes explicit in this project which was aimed to "liberate man from the architecture." Despite the continuity of this idea over time, Branzi’s city without architecture has clearly evolved leading to different types of dissolution. A dissolution that, obviously, does not mean the effective demise of the discipline, but rather, the formulation of an architecture autre based on a radical rethinking of its nature and role. This agenda against the discipline has been developed through a number of issues that undermine the canonical architectural object (its expressive emptying, the loss of importance of the envelope and the finished shape, the anticompositional character, the independence between form and function, the mutability over time...), but goes beyond it by putting into crisis the role that architecture itself has had in the material, political and symbolic configuration of the human habitat. A loss of prominence and centrality in contemporary society that, in the architect’s discourse, implies a subordinate role. From this dissolution process, a new type of city arises: a city where urban form has been lost or has become superfluous, in which functional zoning has dissolved, whose interiors are in a permanent process of reprogramming that ignores typologies, that transcends the division between urban and agricultural and becomes, above all, a space of flows and services. Ultimately, the crisis of the traditional city implies a change in the very nature of the urban that moves from being regarded as a physical and built place, to become an immaterial and virtually omnipresent condition that unfolds regardless of its physical medium. Many of the ideas Branzi has developed on, and from, the different "scales" of professional activity (design, architecture and urbanism) converge in his urban research. These proposals not only question the relations between objects, buildings, cities and territories but also these very categories. Cities without architecture that are based, ultimately, on raising simple questions that are, on the other hand, eternal: What is a building? What is a city?

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The third Training School of the Action took place in Vitoria-Gasteiz (Basque country, Spain) from 24th to 26th September 2014. Vitoria-Gateiz has experimented an important urban outgrowth in the last decade, mainly through the planning and development of two new neighborhoods, Zabalgana and Salburúa, situated at the eastern and western border of the city, by the Greenbelt. These new development are well-equipped and designed according to sustainability principles. Nevertheless, among the main problems they present is their over-dimensioned public space, which creates some areas lacking enough density and mix of uses. On the other hand it is very expensive for the municipality to maintain these public space with the high Vitorian urban standards for public space. The proposed solution for this problem is a strategy of "re-densification" through the insertion of new uses The debate has arisen about which are the most adequate uses to insert in order to get an increasing of urban vitality, specially considering that housing has reached its peak and that Vitoria-Gasteiz is well served with social and sport amenities. The main goal of the TS was to offer an opportunity for the reflection about how urban agriculture might be an optimal alternative for the re-qualifying of this over-dimensioned public space in the new neighbourhoods, especially considering it synergic potential as a tool for production, leisure and landscaping, including the possibility of energy crops within the limits of urban space. Continuity with rural and natural surrounding area through alternatives for urban fringe at the small scale is a relevant issue to be considered as well within the reflection. Taking Zabalgana neighbourhood as a practical field for experiment, the Training School is conceived as a practical and intensive design charrette to be held during a whole day after two days of local knowledge-deepening through field visits and presentations.