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Developing a neighborhood place-brand through participatory design
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School of Arts, Design and Architecture |
Master's thesis
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en
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68
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With the arrival of Smart City 3.0, public spaces in global cities are evolving from traditional physical spaces into hybrid spaces combining cultural experiences and social interactions. These spaces are becoming increasingly intelligent, digital, and multicultural. At the same time, urban governance is shifting from large-scale renovations to "micro-renewal" strategies, prioritizing human-centered, incremental interventions. Social, cultural, and economic factors actively drive innovations in the design and operation of public spaces. Within this context, the brand image of urban public spaces—representing users' overall perception and impression of these spaces—is gaining attention. Reconstructing the brand image not only enhances spatial attractiveness but also significantly reshapes contemporary urban lifestyles.
Urban public spaces are shared outdoor environments that support residents’ daily life and social interactions. Among them, non-profit spaces such as neighborhood areas play a vital role in fostering social inclusion, cultural identity, and a sense of belonging. This thesis investigates branding strategies for non-profit public spaces through participatory design approaches to enhance accessibility and public identification, thereby promoting a more open, inclusive, and sustainable urban space system. However, current micro-renewal practices often face challenges such as the absence of co-creation mechanisms, fragmented visual identities, weak media integration, and limited user engagement, which further intensifies communication gaps. Taking Shanghai's NICE2035 as a case study, this research integrates theory and practice to explore how participatory design can effectively shape urban public space branding.
On the theory side, the study looks at how brand images in public spaces have changed. In the past, branding focused on simple visual signs. Now, it includes deeper cultural meanings. The research also reviews how participatory design has developed over time. On the practice side, the study uses several qualitative methods. These include site visits, semi-structured interviews, cultural probes, and workshops. These tools help gather ideas and feelings from residents. Based on this input, the research creates a new branding approach called “Climblinks.” To see if this approach works, the study uses a questionnaire. It compares how people saw the brand before and after using “Climblinks.” The results show that this strategy gives people more power in shaping brand stories. It moves participation from being symbolic to being real. It also provides a model that other urban spaces can use.
This research proposes a replicable co-creation model for neighborhood brand images, offering both theoretical guidance for a participatory turn in public space branding and practical methodologies for brand renewal in non-profit urban spaces. By integrating participatory design, it highlights new ways to empower public initiative and creativity in shaping spatial brand identities, thereby deepening emotional connections and enhancing a sense of belonging. Ultimately, the study provides a solid foundation for future public space governance and brand development practices.