The paper explores the politics of place branding and the process of urban reinvention in Berlin after 2001. In the context of the dramatic socio-economic restructuring processes and physical transformation of the city following the Fall of the Wall, the new Mayor of Berlin, Klaus Wowereit, tried to replace Berlin’s financial squalor with the beauty and joy of sex, sketching the utopian scenario of a creative city, which “is poor but sexy”.
Sex and the City: Berlin and the Utopia of a New Discursive and Visual Urban Frontier in the Branding of the Creative Place / P.L.E. Bozzi - In: Utopian discourses across cultures : scenarios in effective communications to citizens and corporations / [a cura di] M. Bait, M. Brambilla, V. Crestani. - Frankfurt : Peter Lang, 2016. - ISBN 9783631666838. - pp. 43-60 (( convegno Scenari utopistici nella comunicazione pubblica e d’impresa = Utopian Scenarios in Public and Corporate Communication tenutosi a Milano nel 2014.
Sex and the City: Berlin and the Utopia of a New Discursive and Visual Urban Frontier in the Branding of the Creative Place
P.L.E. BozziPrimo
2016
Abstract
The paper explores the politics of place branding and the process of urban reinvention in Berlin after 2001. In the context of the dramatic socio-economic restructuring processes and physical transformation of the city following the Fall of the Wall, the new Mayor of Berlin, Klaus Wowereit, tried to replace Berlin’s financial squalor with the beauty and joy of sex, sketching the utopian scenario of a creative city, which “is poor but sexy”.
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