Holder of a master degree in Urban Planning, taken in Paris, Ferran Ferrer Viana, Spanish economist, was manager at the Municipal Institute for Urban Landscape and Quality of Life, in Barcelona, responsible for preparing the city for the 1992 Olympic Games. He is an outstanding participant at the 1st. International Congress on Urban Landscape.
In the video below you may watch Ferran talking about his ideas on urban landscape, and his following text brings his view on what should be discussed in the Congress.
Ferran Ferrer Viana
“It is not about exposing beautiful urban and architectural designs, it is rather about proposing a referential mark, at the time organizational, administrative and juridical, that allows cities to establish a protection model for the urban landscape, one that can improve it and that may lead both public and private interest to converge to the benefit of the citizens’ quality of life.
A project that will produce both employment and resources.
In this Congress, urban landscape, as a public good, incorporates a collective value that turns it susceptible to be considered a good for consumption. Concerning economics, landscape is a place for exchanging that, when consumed by the citizens, may indefinitely increase without being reduced as to its amount.
Successful projects meant to recover urban landscape, agglutinated under one same brand or slogan, should be able to stimulate the development of a patrimonial support that would inevitably count on the complicity of the media and the citizens. In this sense, marketing and branding are indispensable.”