The image of contemporary architecture of Wrocław depicted in recent tourist commercial and Internet media
Keywords:Wrocław, Contemporary architecture, city branding, architectural tourism
The aim of the paper is to present the tourist and image potential of contemporary public architecture.
Wrocław was chosen as the research subject, as it is a historical center with an extremely rich architectural heritage, which has enjoyed great interest among visitors for centuries. With the announcement of Wrocław as the European Capital of Culture 2016, and then the European Best Destination in 2018, its attractiveness increased significantly, which was reflected not only in the number of visitors, but also in the advertising materials themselves.
Both before and after arrival, millions of tourists encounter a multitude of various advertising forms, both virtual and printed, which determine the direction of sightseeing and shape a specific image and perception of the city. In general opinion, Wrocław is considered a historic city, the most interesting places of which are concentrated around the Old Town and Ostrów Tumski. The Centennial Hall, built at the beginning of the 20th century, stands out from the „newer heritage”.
The idea of the study, however, was to answer the question whether contemporary architecture is used in any way in the current tourist advertisement of the city. Another goal was to identify and list the most frequently appearing objects from the adopted group, and to analyze the manner of their presentation. Based on the collected materials, efforts were made to assess the role of the media in creating a tourist product in terms of promoting local architecture in recent years.
At the same time, an attempt was made to evaluate the role of architecture in creating the city’s progressive brand. In the research, the author used the method of analyzing the existing statistical data, iconographic research and the method of analyzing the content of advertising materials, as well as scientific studies on cultural heritage and tourism in the city. The final part of the paper shows that modern architecture can be a significant element increasing the tourist attractiveness of the city.
ADAMUS-MATUSZYNSKA, A., & DZIK P. (2019). ‘Welcome signs’ in public space: separation and identity. On the W@terfront, 61(4), 3–16. https://doi.org/10.1344/waterfront2019.61.6.4
ANHOLT, Simon (2007). Tożsamość konkurencyjna. Nowe spojrzenie na markę. Warszawa: Instytut Marki Polskiej.
ANHOLT, Simon. (2010). Places: Identity, Image and Reputation. Palgrave Macmillan Artifacts: Views of the Corporate Landscape, New York: Aldine de Gruyter, 41–67.
ASHWORTH, Gregory J. (2009) ‘The instruments of place branding: how it is done?’ [in:] European Spatial Research and Policy, vol. 16, nr. 1, 9-22.
BERG, Per-Olof; KREINER, Kristian (1990), Corporate architecture: ‘Turning Physical Settings into Symbolic Resources’ in GAGLIARDI, P. Symbols and Artifacts. Volume 24 in the series de Gruyter Studies in Organization, pp 41-68 . https://doi.org/10.1515/9783110874143.41
BURSHTEN, Karen (2016). Why You Should Visit Wroclaw—The Polish City You’ve Never Heard Of (And Probably Can’t Pronounce) https://www.vogue.com/article/wroclaw-poland-travel-guide-under-the-radar.
CORBOS, Răzvan-Andrei; POPESCU, Ruxandra Irina (2011).’ Museums, marketing, tourism and urban development. The British Museum – a successful model for romanian museums’. [in:] Management & Marketing Journal 9 (2), 303-314.
FLOREK, Magdalena (2013). Podstawy marketing terytorialnego
GLIŃSKA, Ewa; FLOREK, Magdalena; KOWALEWSKA, Anna (Eds.), (2009). Wizerunek miasta. Od koncepcji do wdrożenia, Warszawa: Wolters Kluwer Polska.
HAILA, Anne (1997) ‘The neglected builder of global cities’, [in:] O. Kalltorp, I. Elander, O. Ericson, M. Franzen (Ed) Cities in transformation - transformation in cities. Social and symbolic change of urban space, Ashgate Publishing Limited, 51-64.
JAŁOWIECKI, Bohdan (2007). Globalny świat metropolii. Warszawa: Wydawnictwo Naukowe Scholar.
JULIER, Guy. (2000) The Culture of Design.London: Sage.
KAVARATZIS, Mihalis; ASHWORTH, G. J. (2005). ‘City branding: an effective assertion of identity or a transitory marketing trick?’ [in:] Tijdschrift voor Economische en Sociale Geograﬁe 2005, Vol. 96, No. 5, 506–514.
KLIMEK, Stanisław, MACIEJEWSKA, Beata (2018). Wrocław. The meeting place. Wrocław: Via Nova.
KRACAUER, Siegfried. (1995) The mass ornament: Weimar Essays, translated by Thomas Y. Levin. Cambridge.
Leipzig Charter on Sustainable European Cities 2007.
OCKMAN, Joan; FRAUSTO, Salomon (2005). Architourism. New York.
PLUTA, Jacek; BŁASZCZYK, Mateusz; BANASZAK, Ewa; KAJDANEK, Katarzyna (2017). Wizerunek Wrocławia w perspektywie ESK Wrocław 2016. Raport z ogólnopolskich badań sondażowych. Instytut Socjologii Uniwersytet Wrocławski; Biuro Festiwalowe IMPART.
PONZINI, Davide; BIANCHINI, Franco, GEORGI-NERANTZIA TZORTZI Julia, SANETRA-SZELIGA, Joanna (Eds.) (2020). Mega-Events and Heritage: The experience of five European cities. Kraków: Międzynarodowe Centrum Kultury. Raport o stanie gminy 2019 Wrocław https://www.wroclaw.pl/portal/files/dokumenty/30060/Raport_o_stanie_gminy_2019.pdf
REMESAR, Antoni. (2016). ‘New Urban Decorum? Aesthetics To and Fro’. In GRALIŃSKA-TOBOREK;A -KAZIMIERSKA-JERZYK, W (ED) Aesthetic Energy of the City (pp. 19–54). Wydawnictwo Uniwersytetu Łódzkiego (Łódź University Press). https://wydawnictwo.uni.lodz.pl/produkt/aesthetic-energy-of-the-city/
REMESAR, A. (2020). ‘From drinking fountains to promenades. Water as artistic medium?’. On the W@terfront, 62(1), 3–84. https://doi.org/10.1344/waterfront2020.62.6.1
RIEGL, Aloïs. (1903). Der Modrne Denkmalkultus. Sein Wessen und seine Entstechung (1987th Spanish ed.). Visor.
ROUBA, Rafał (2012). ‘Promocja miast w XXI wieku poprzez ikony architektoniczne – przykład Krzywego Domku w Sopocie’, [in:] Studia Miejskie Tom 7, 91-105.
SCHWARZER, Mitchell, ‘Architecture and mass tourism w Architourism’ settings into symbolic resources. [in:] GAGLIARDI, P. Symbols and Artifacts. Volume 24 in the series de Gruyter Studies in Organization, pp 12-33 . https://doi.org/10.1515/9783110874143.41
SITTE, Camilo. (1889). L’art de bâtir les villes: Notes et réflexions d’un architecte (1910th ed.). Ed. Atar. https://gallica.bnf.fr/ark:/12148/bpt6k744025?rk=21459;2
TEMELOVA, J. (2004) ‘Contemporary Buildings in City Promotion: Attributes and Foundation of High-Profile Structures. The case of Prague and Helsinki’. RTN Urban Europe series, number 10/2004
How to Cite
Copyright (c) 2021 Natalia Bursiewicz
This work is licensed under a Creative Commons Attribution 4.0 International License.
The licence allows: Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially.The licensor cannot revoke these freedoms as long as you follow the license terms. Author's rights are protected by the ISSN 1139-7365. On the w@terfront has no restrictions respect the copyright by the authors and does allow authors to retain the publishing rights without restrictions.
This journal does not apply any type of charge to the authors for the presentation or processing of the articles.