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? Moderator Cesare Maria Casati, Editor, Arcadata Srl (Italy) Speakers Roland Castro, Architecte, Atelier Castro Denissof Casi, Architectes urbanistes (France) Prof. Ben Van Berkel, Co-founder/Principal Architect, UNStudio (The Netherlands) Robert Grenwood, Architect, Partner, Snohetta (Norway) Jacques Ferrier, Architect and urban planner, Jacques Ferrier Architectures (France)

Comments

1. Great lecture! Although the fact that we couldn't see the data show while the architects where speaking is quite disappointing to be honest :/