21 March 2013 — 31 March 2015
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).