This project aims to strengthen the international cooperation between CUPUM and the City of Qingdao on the subject of its territorial branding, i.e. its urban image and identity.

The “Enhancement strategies for Qingdao urban territory: image and identity” project directly addresses the economic, social, cultural, and environmental issues of 21st century cities. As a result of rapid globalization and urbanization, leading to the trivialization of development and planning methods (ref.: urban planning, architecture, public space), cities are increasingly questioning their identity and their “brand,” seeking to enhance their city's attractiveness, strengthen citizens' sense of belonging towards their living environment. This questioning is closely tied to a city's economy, but also to its citizens' well-being and the quality of life.

The goal behind this project consists of accompanying the Municipality of Qingdao in the development of a territorial branding strategy, i.e. to define the city's identity, the branding image that makes it unique and distinctive compared to other cities. This approach requires an understanding of the city from a specific angle: each city is a place of opportunities for specific projects, a set of potentials. A city’s brand can thus be found in the assembly of these strategic potentialities.

This project involves taking into account Qingdao’s current potentials in terms of projects and territorial specificities (ex.: heritage, waterfront, etc.) as well as the municipalities aspirations in terms of quality of life in order to propose territorial vision strategies that clearly identify the city’s image and identities. These strategies will help the City of Qingdao to improve its tourism positioning and to strengthen its citizens' sense of belonging. As such, the project should contribute to the harmonious development of the studied urban environments.

Overall, this cooperation project promotes the implementation of sustainable development principles, i.e. the integrated uses of economic, social, cultural, and environmental principles.

This project is funded in part by Quebec’s ministère de Relations internationales, de la Francophonie et du Commerce extérieur as part of the 3rd meeting of Quebec-Shandong working group (2013-2015).

Scientifique Council

• Philippe Poullaouec-Gonidec
  Professor Emeritus École d’urbanisme et d’architecture de paysage / Associate Researcher UNESCO Chair in Urban Landscape (CUPUM) / Membre fondateur UNESCO Chair in Urban Landscape (CUPUM) / Chair of Landscape and Environment (CPEUM)

Research Assistant

• Lou-Anne Tétrault-St-Onge
  Research Assistant Chair of Landscape and Environment (CPEUM) / Student School of Urbanism and Landscape Architecture

External Collaborator

• Maud-Andrée Lefebvre
  Représentante du Québec Bureau du Québec à Beijing / International Affairs Advisor Ministère des Relation internationales du Québec (MRI) / Chef de pupitre Chine Ministère des Relation internationales du Québec (MRI)
• Mou Jundia
  Député directeur Quingda Municipal Foreign Affairs Office

Research Agent

• Patrick Marmen
  Chargée de cours École d’urbanisme et d’architecture de paysage / Chargé de formation pratique École d’urbanisme et d’architecture de paysage / Research Agent Chair of Landscape and Environment (CPEUM)

• Attractivité et développement
• Design urbain
• Identité et lieu
• Planification territoriale
• Processus concerté et paysage
• Qualité et cadre de vie
• Vision stratégique d’aménagement

• Communiqué de presse - Qingdao
• Communiqué de presse - Qingdao (Chinois)
• Qingdao - Paysages urbain
• Relation Québec-Chine

Financing partners

• UNESCO Chair in Urban Landscape (CUPUM)
• Ministère des Relations internationales, Francophonie et Commerce extérieur du Québec (MRIFCEQ)
• Municipalité de Quingdao

Other partners

• Ministère des Relations internationales, Francophonie et Commerce extérieur du Québec (MRIFCEQ)
• Municipalité de Quingdao