Rijeka European Capital of Culture. The Classroom
RIJEKA 2020 European Capital of Culture organized a 3-day international conference on Culture Branding, as part of The Classroom, a local community and cultural sector capacity building programme. We were entrusted to run the workshop Branding the City: Real Meaning and Scope, which was organized in four slots: Why city branding matters?, Cultivating uniqueness – from city narrative to city brand, Communicating Rijeka visually, and Mix of communications. A spotlight was put on new perspectives on cultural heritage to make the most of it when branding & marketing the contemporary city.
Over there we shared the stage with some renowned brand designers and cultural management teams like Erik Kessels (I´m Amsterdam), Boris Ljubičić (Croatia’s visual identity), Kai Amberla (Finland Festivals) and MUZE. Over the past years, we have disrupted the city branding field from a view closer to integrated urban development rather than conventional marketing, providing leading expertise to large-scale transnational projects.