mercredi 6 janvier 2010

# Learning from Nike town on Kosmograd

The new brand city described by Borries ... is a dynamic city, a setting for organizing 'situations.' In order to reach even the smallest target groups, the media will be deployed in this city far more interactively than they are today. Streets, fallow zones, interstitial spaces and ruins will play essential roles in the brand name city. These spaces will not be overlaid with advertising in classical fashion, but will instead become the objects of discriminating marketing strategies. Here initiatives from below that devise new leisure activities will be instrumentalized, as will critical actions and political demonstrations."

Martin Gittins of Kosmograd released several days ago an interesting article about Nike's strategy in order to transform urban space in a space full of the brand representation and merchandising. This reseach is based on Friedrich Von Borries' book called: 'Who's afraid of Niketown'

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