This keynote investigates the visual impact of architecture and its “commodification” when it comes to serving city branding and marketing goals. What will be the economic impact of iconic architecture? To what extent will it turn the city into a key destination to live, visit and work?
Cesare Maria Casati, Editor, Arcadata Srl (Italy)
Roland Castro, Architecte, Atelier Castro Denissof Casi, Architectes urbanistes (France)
Ben Van Berkel, Co-founder/Principal Architect, UNStudio (The Netherlands)