Endorsed event: Balkan Biennial call for young planning professionals – BRANDING TERRITORY THROUGH COMMUNITY ENGAGEMENT


There are cities which became the capital by their development through history, and others that were built to be the capital. Smederevo is one such town. The last Serbian medieval capital, it was the last attempt to protect the glorious Serbian medieval state. Also called Water city, the largest lowland fortress in Europe, the gateway between East and West, all of these are epithets that adorn Smederevo. Only in Smederevo can you see the remains of the last Serbian medieval court, and only in Smederevo can you feel how the renaissance touched Serbia. Too late. With the final fall of the last Serbian capital, Smederevo, into Ottoman hands in 1459, the Serbian state disappeared.

The aim of the workshop is to rethink the methodology of branding territory in regards to specific codes it has or should have. Usually, when we think on creating a brand of the city or a place we refer to its architectural artifacts, symbols or morphology created by architects or planners. The workshop will reconsider this top-down approach focusing on community engagement, mobility systems and new methods of urban marketing and management in branding territory on the real case of Smederevo City. Participants of the workshop will get raised knowledge on:

– community engagement in branding the territory,
– marketing and management tools in branding the territory
– role of integrated urban design in this process,
– mobility systems that work in branding the territory.

MODULE 1: Urban management and place branding, Uroš Radosavljević, Aleksandra Đorđević
The objective of the module is to give students an understanding and mastery of methods and practical knowledge in the field of urban management. This implies a better understanding of urban development and urban sprawl; the need for contemporary management of urban development and urban management; the evolution of urban development management practices; types of regulatory, economic and information instruments of urban management and management; urban situations, strategic projects and examples in which development management mechanisms and instruments have been implemented; policies, measures and effects of contemporary urban and urban management, as well as ways of branding cities.

MODULE 2: Participatory decision making process in evoking territorial identity, Ana Vasilache
The objective of the module is to raise knowledge and practical skills among participants on Participatory approach and community engagement in branding cities and territories, especially in the process of place making. The participants will get knowledge and practical skills on phased of participatory decision making process, methods and techniques.

MODULE 3: Urban design methods in branding the territory, Tatjana Mrđenović
The objective of the module is to raise knowledge and skills among participants on process oriented urban design, its dimensions: artistic, decision making, technical and physical. The focus of the module would be on various techniques that should be used in process of branding territory, especially in regards to creating integrative space for all, overcoming obstacles in communicative approach through art and creativity.

MODULE 4: Mobility systems in promoting city brand, Robert Pressl
The objective of this module is to raise knowledge on mobility systems in urban planning and design and its role in branding the territory. The focus will be on soft measures that can be used as alternative thinking of movement through the city and its power in place branding. The participant will gain particular knowledge and skills on mobility tools and techniques for better accessibility and reading the place and territory.

Date: 15-16th of November 2019
Venue: Faculty of Architecture in Belgrade, Bulevar kralja Aleksandra 73-2, Belgrade, SERBIA
Focus groups: Young Planning Professionals from 25-35 years
Fee: 50 euro
Organizers: Faculty of Architecture in Belgrade – FABU, Balkan Architectural Biennale – BAB
Important dates: Registration 8th of November 2019. Fee deadline 10th of November

Ana Vasilache – founder at FPDL – ROMANIA
Uroš Radosavljević- professor at Faculty of Architecture in Belgrade – SERBIA
Tatjana Mrđenović- Sci. Asis. at Faculty of Architecture in Belgrade – SERBIA
Robert Pressl – FGMAMOR – AUSTRIA
Dhiru Thadani – ISOCARP – USA
Vladislava Živanović Ristović – City Architect in Chef of Smederevo City

University of Belgrade, Faculty of Architecture
Institution: Faculty of Architecture, University of Belgrade
Address: Bulevar kralja Aleksandra 73/II
ZIP Code: 11000 City: Belgrade Country: Serbia
Payment instruction form
Bank name: Narodna Banka Srbije
Bank address: Nemanjina 17, 11000 Beograd, SRBIJA
Account Name/Beneficiary: Devizni racun Republike Srbije – RS Arhitektonski fakultet Univerziteta u Beogradu
IBAN code RS35840000000006479049

The costs of banking fees are borne by the payer

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