Launched at MIPIM 2018, we conducted a piece of research, interviewing a range of thought leaders, to examine the role of brand and communications in Placemaking.

Authored by storytellers Tali Robinson, Cameron Webb and Tal Donahue, alongside crisis communications specialist Peter Barrett, the report also featured a range of contributions from industry experts including: Savills, Gensler, BNP Paribas, Future Cities Catapult, Calvium, The BIDs Business and Local Legends.

Read the abstract and download the report for free below.

Abstract

As we face a future driven by global urban densification, housing supply issues and convergence between ‘live, work and play’ environments, the creation and management of ‘good’ places – as drivers of social, cultural, economic and environmental wellbeing – has never been more crucial.

At the same time, the multiplicity of stakeholders and voices within the Placemaking process risks diluting the vision and purpose of places and, critically, how they communicate and interact with constituent communities over time.

With physical places ever more closely integrated with people and communities, the role of communications – from place identity, brand and storytelling to stakeholder management and community engagement – is becoming increasingly important.

As we face a future driven by global urban densification, housing supply issues and convergence between ‘live, work and play’ environments, the creation and management of ‘good’ places – as drivers of social, cultural, economic and environmental wellbeing – has never been more crucial.

At the same time, the multiplicity of stakeholders and voices within the Placemaking process risks diluting the vision and purpose of places and, critically, how they communicate and interact with constituent communities over time.

With physical places ever more closely integrated with people and communities, the role of communications – from place identity, brand and storytelling to stakeholder management and community engagement – is becoming increasingly important.

The challenge inherent in Placemaking communications, though, is navigating both the various of understandings of Placemaking and the vast cast of characters, identifying responsibility, and aligning stakeholders behind the story of a place

Exploring Placemaking through the lens of the traditional development timeline, from planning permission through to legacy, the report reveals the communications and branding issues faced by Placemakers, from across the Real Estate community as they seek to deliver places that resonate with people.

Click here to access the report for free.