paper 2 case studies - birmingham regeneration

Question 1

re-branding

Answer 1

reinventing a place for economic reasons. (normally undertaken by an agency to try and attract investment into an area. they aim to ‘sell’ the place).

Question 2

re-imaging

Answer 2

reinventing a place for cultural reasons. (aims to change the way a place is represented in the media etc. and can be about contesting other images).

Question 3

re-making

Answer 3

an umbrella term that brings together the social, physical, economic and cultural changes a place may experience. includes changes that are not deliberate.

Question 4

1980’s birmingham

Answer 4

• derelict factories
• country depressed - economic recession
• no greenery
• urban conrete jungle
• traffic congestion
• very grey / dismal

Question 5

promoting a positive image

Answer 5

trying to get young professionals (YUPPIES) back into the city

gentrification - improving the status of the city

diverse image - no longer a place of industry. attracting young and wealthy

beautification - process of making visual improvements to an area

Question 6

birmingham regeneration

Answer 6

2003: re-branding exercise - inspirational image ‘future of Birmingham’
Diverse, multi-cultural global city : uses regeneration to achieve this
Better city : more jobs
The city centre was designated as an enterprise zone by government in 2010.

Question 7

architecture - flagship designs

Answer 7

• dynamic images for promotion of good business locations
• flagships of urban regeneration
• size, design and capability are major icons of prestige. defines ‘city status’
• enables global competitiveness = attract investment and relocation of international businesses
• futuristic post-modern architecture
• 2015: grand central refurbished with John Lewis as an anchor tenant

Question 8

Redevelopment of Brindley Place

Answer 8

• high end housing and luxury apartments
• focus on leisure and retail spending
• leisure and tourism industries. canals previously used for industry are now tourist attraction
• restriction : 4-6 storeys in height buildings around the canal
• busy during the day and night - 24 hour city image
• modern expensive materials : glass, steel and modern designs
• cafe culture : people can sit and eat and drink outside during the day
• natural stone paving : modern materials