|Human City defines an actual term to transform contemporary towns into a vitale entity, which is less functional, less technical but more exciting and atmospheric. It contains also the intention to give back the public space to the pedestrians - the city of short ways.
We define - seconding this intention - vitality and attraction as elemental principles of a new understanding of a city.
In demoscopic market research, Premium Lover indicates a customer group of the 25-40 years old. People, who are brand orientated, quality conscious and who shop in an up-to-date manner. They aren´t to be defined by clear target groups, because they are permanently in move from one to other label.
We focus on 2 medieval towns in the region of Regensburg with heavy structural problems: people live there, but they work abroad. There are no commercial offers or existing, healthy structure any more. They drain by urban content, by functions and socially.
This phenomenon, called americanization, consists of a combination of one family home and car and replaces the traditional city.
In this seminar, students developed concepts against this tendency by a combined concept of spatial design and branding.
Bachelor Degree 3rd semester 2013