Συμβούλıο Ανοıκοδόμησης καı Επανεγκατάστασης

Transkript

Συμβούλıο Ανοıκοδόμησης καı Επανεγκατάστασης
΢πκβνχιην Αλνηθνδφκεζεο θαη Δπαλεγθαηάζηαζεο
Yeniden İnşa ve Yeniden İskan Kurulu
΢εκηλάξην πνπ Έγηλε ζηε Λεπθσζία ζηηο 1 & 2 Ννεκβξίνπ 2011
1 ve 2 Kasım 2011‘de Lefkoşa‘da Yapılan Uluslararası Seminer
International Seminar Held in Nicosia on 1 & 2 November 2011
Απηή ε έθδνζε πεξηιακβάλεη ηα πεπξαγκέλα ζεκηλαξίνπ πνπ
πξαγκαηνπνηήζεθε ζηε Λεπθσζία ζηηο 1 θαη 2 Ννεκβξίνπ
2011 απφ ην ΢πκβνχιην Αλνηθνδφκεζεο θαη Δπαλεγθαηάζηαζεο ζε ζπλεξγαζία κε ηνλ Γήκν Λεπθσζίαο θαη ηνλ νξγαληζκφ
INPOLIS Βεξνιίλνπ.
Bu yayın, 1 ve 2 Kasım 2011‘de Lefkoşa‘da Yeniden İnşa
ve Yeniden İskan Kurulu tarafından, INPOLIS Berlin ve
Lefkoşa Belediyesi‘nin işbirliği ile düzenlenen bir seminerin
tutanağıdır.
This publication contains the proceedings of a seminar held in
Nicosia on 1 and 2 November 2011 by Reconstruction and
Resettlement Council in cooperation with the Nicosia Municipality and the INPOLIS of Berlin.
΢πκβνχιην Αλνηθνδφκεζεο θαη Δπαλεγθαηάζηαζεο
Yeniden İnşa ve Yeniden İskan Kurulu
Reconstruction and Resettlement Council
ΔΙΝΟΝΣΑ΢ ΣΑΤΣΟΣΗΣΑ ΢ΣΗ ΛΕΤΚΩ΢ΙΑ
΢ΕΜΙΝΑΡΙΟ
PLACE BRANDING FOR NICOSIA
SEMINAR
LEFKOŞA İÇİN MEKÂN MARKALAŞTIRMA
SEMİNER
΢εκηλάξην πνπ Έγηλε ζηε Λεπθσζία ζηηο 1 & 2 Ννεκβξίνπ 2011
1 ve 2 Kasım 2011‘de Lefkoşa‘da Yapılan Uluslararası Seminer
International Seminar Held in Nicosia on 1 & 2 November 2011
PUBLICATION OF THE PROCEEDINGS OF A SEMINAR ON
―PLACE BRANDING FOR NICOSIA‖
Publisher:
Executive Editor:
Editor:
Publication Consultant:
Translations:
Reconstruction and Resettlement Council, Nicosia, Cyprus
Nicos Mesaritis, Chairman of the RRC
Gaston Neocleous, Senior Coordination Officer, RRC
Themos Demetriou, Head of Operations, RRC
for Greek-English texts, Philippos Stylianou, Translator
for English-Greek texts, Eleni Skoufari, Translator
for English-Turkish texts, c/o Press and Information Office
SEMINAR CO-ORGANIZERS
The Municipality of Nicosia
The INPOLIS International Association, Berlin
ACKNOWLEDGEMENTS
Xenia Constantinidou
Mary Polemidiotou
Artemis Lambi and
Stavros Flourentzou
for organizational assistance
Nicosia, Cyprus, December 2011
Printing: H Loizides Ltd, Printers & Lithographers
ISBN 978-9963-7427-0-7
PLACE BRANDING FOR NICOSIA
CONTENTS
Addresses, Speeches, Presentations
1
Nicos Mesaritis, Chairman of the RRC ........................................................ 8
2
Eleni Mavrou, Mayor of Nicosia .................................................................. 14
3
Ares Kalandides, INPOLIS International Association, Berlin ........................... 28
4
Cathy Parker, Institute of Place Management, Metropolitan, Manchester Unv.
5
Sofia Avgerinou Kolonia, Technical University, Athens .................................. 60
6
Olga Theocharous Papageorgiou, Cyprus Tourism Organization, Nicosia ........ 78
7
Johannes Novy, Centre for Metropolitan Studies, Technical University, Berlin . 90
8
Athena Aristotelous Cleridou, Town Planning and Housing Dept, Nicosia ......... 94
46
ΓΙΝΟΝΣΑ΢ ΣΑΤΣΟΣΗΣΑ ΢ΣΗ ΛΔΤΚΩ΢ΙΑ
ΠΕΡΙΕΥΟΜΕΝΑ
Υαηξεηηζκνί, Οκηιίεο, Παξνπζηάζεηο
1
Νίθνο Μεζαξίηεο, Πξφεδξνο ΢ΑΔ ................................................................ 8
2
Διέλε Μαχξνπ, Γήκαξρνο Λεπθσζίαο ......................................................... 14
3
Άξεο Καιαληίδεο, Γηεζλήο Οξγαληζκφο INPOLIS, Βεξνιίλν ............................ 28
4
Κάζπ Πάξθεξ, Μεηξνπνιηηηθφ Παλεπηζηήκην, Μάληζεζηεξ ............................. 46
5
΢νθία Απγεξηλνχ Κνιψληα, Δζληθφ Μεηζφβην Πνιπηερλείν, Αζήλα ................... 60
6
΋ιγα Θενράξνπο Παπαγεσξγίνπ, Κππξηαθφο Οξγαληζκφο Σνπξηζκνχ .............. 78
7
Γηνράλλεο Νφβη, Σερλνινγηθφ Παλεπηζηήκην, Βεξνιίλν
8
Αζελά Αξηζηνηέινπο Κιεξίδνπ, Σκήκα Πνιενδνκίαο & Οηθήζεσο, Λεπθσζία ..... 94
vi
................................. 90
LEFKOŞA İÇİN MEKÂN MARKALAŞTIRMA
İÇİNDEKİLER
Selamlama Konuşmaları, Konuşmalar ve Sunumlar
1
Nikos Mesaritis, YİYİK Başkanı .................................................................. 8
2
Eleni Mavru, Lefkoşa Belediye Başkanı ....................................................... 14
3
Aris Kalandidis, Uluslararası Dernek INPOLIS, Berlin .................................... 28
4
Cathy Parker, Manchester Metropolitan Üniversitesi ..................................... 46
5
Sofiya Avgerinu Koloniya, Atina Ulusal Teknik Üniversitesi ............................ 60
6
Olga Teoharus Papayorgiyu, Kıbrıs Turizm Örgütü ...................................... 78
7
Johannes Novy, Berlin Teknik Üniversitesi ................................................. 90
8
Atina Aristotelus Kleridu, Kent Planlama ve Konut Dairesi, Lefkoşa ................ 94
Keeping Place Identity Alive: The Importance of Heritage Conservation
vii
TPH 2011
ΠΑΡΟΤ΢ΙΑ΢ΕΙ΢
SUNUMLAR
PRESENTATIONS
viii
Nicos Mesaritis
Chairman of
the Reconstruction and
Resettlement Council
We would first like to thank the Nicosia Municipality for their cooperation, the Inpolis consultants of Berlin who undertook the scientific organization of the seminar, the rapporteurs who
will present views from Germany, Great Britain, and Greece, all of you who are present
here today, the colleagues from the Town Planning and Housing Department and CTO, and
more so the boys from the School of Architecture, who have filled the hall to capacity; we
do not only thank them but we also promise to
provide them with adequate knowledge. We
would also like to thank the Town Planning Director Mr Ktorides who is here with us today.
Well, somebody might ask, why does the
Council for Reconstruction and Resettlement
have anything to do with this issue?
Firstly, I personally consider – and the rapporteurs may correct me on this – that the scientific experts with knowledge in Architecture,
Town Planning and other related professions,
must become acquainted with and turn their
attention to this kind of services and knowhow,
because their participation will be an important
one. Now, I would like to say that Limassol and
Paphos – I do not know about Nicosia – have
assigned the work of their application to bid for
the title of European Cultural Capital to a consultancy office of chartered accountants. I
wonder how these people will put together a
file on such an issue.
We as the Council have a basic connection with
the scientific experts, and it is they who provide the supplies for our efforts and studies,
which aim at foreseeing problems and issues
that might arise after resettlement, following
the solution of the Cyprus problem, and give
satisfactory solutions to these issues.
This aim already defines the reason for which
we are interested. And because we at least are
used to speaking frankly, there are many slogans and many stands about our interest to
resettle in the occupied areas. The documenta-
8
Νίθνο Μεζαξίηεο
Nikos Mesaritis
Πξφεδξνο ΢πκβνπιίνπ
Αλνηθνδφκεζεο θαη
Δπαλεγθαηάζηαζεο
Yeniden İnşa ve
Yeniden İskan Kurulu
Başkanı
Καη‘ αξρήλ επραξηζηνχκε ην Γήκν Λεπθσζίαο γηα
ηε ζπλεξγαζία, ηνπο ζπκβνχινπο ηνπ Ιnpolis
απφ ην Βεξνιίλν νη νπνίνη αλέιαβαλ ηελ επηζηεκνληθή νξγάλσζε ηνπ ζεκηλαξίνπ, ηνπο εηζεγεηέο πνπ ζα παξνπζηάζνπλ απφςεηο απφ ηε Γεξκαλία, ηε Μεγάιε Βξεηαλία θαη ηελ Διιάδα,
φινπο εζάο πνπ είζηε παξφληεο, ηνπο ζπλάδειθνπο απφ ην ηκήκα Πνιενδνκίαο θαη ηνλ ΚΟΣ,
θαη πεξηζζφηεξν ηα παηδηά ηεο ΢ρνιήο Αξρηηεθηφλσλ, νη νπνίνη γέκηζαλ ηελ αίζνπζα θαη φρη κφλν
ηνπο επραξηζηνχκε αιιά ππνζρφκαζηε φηη ζα
ηνπο πξνζθέξνπκε ηθαλέο γλψζεηο. Δπίζεο επραξηζηνχκε ηνλ Γηεπζπληή Πνιενδνκίαο θχξην Κησξίδε πνπ είλαη ζήκεξα καδί καο.
Öncelikle, yaptığı işbirliği için Lefkoşa Belediyesi‘ne, seminerin bilimsel örgütlenmesini üstlenen Berlin‘in Inpolis danışmanlarına, Almanya,
Büyük Britanya ve Yunanistan‘dan gelip, görüşlerini sunacak olan raportörlere, bugün burada
hazır bulunan hepinize, Kent Planlama ve Konut
Dairesi‘nden gelen meslektaşlara ve salonun
kapasitesini doldurmuş olan Mimarlık Okulu‘ndan gelen gençlere teşekkür etmek istiyorum.
Bu gençlere sadece teşekkür etmiyoruz, fakat
kendilerine uygun bilgileri sağlama sözünü de
vermek istiyoruz. Ayrıca, bugün burada bizimle
olan Kent Planlama Dairesi Müdürü Bay
Ktoridis‘e teşekkür ederiz.
Λνηπφλ, θάπνηνο ζα πεη γηαηί ην ΢πκβνχιην Αλνηθνδφκεζεο θαη Δπαλεγθαηάζηαζεο έρεη ζρέζε κε
ην ζέκα.
Evet, birileri şunu sorabilir: Yeniden İnşa ve Yeniden İskan Kurulu‘nun bu konu ile herhangi bir
ilgisi neden var?
Πξψηα, πξνζσπηθά ζεσξψ – θαη κπνξεί νη εηζεγεηέο λα δηνξζψζνπλ – φηη νη επηζηήκνλεο κε
γλψζεηο ζηελ Αξρηηεθηνληθή, ηελ Πνιενδνκία θαη
άιια ζπλαθή επαγγέικαηα, πξέπεη λα γλσξίζνπλ, λα ζηξαθνχλ θαη λα δψζνπλ πξνζνρή ζε
απηνχ ηνπ είδνπο ηηο ππεξεζίεο θαη γλψζεηο, γηαηί ε ζπκκεηνρή ηνπο ζα είλαη ζεκαληηθή. Σψξα,
ζα ήζεια λα πσ φηη ε Λεκεζφο θαη ε Πάθνο –
δελ μέξσ ε Λεπθσζία – γηα λα εληαρζνχλ ζηε
δηεθδίθεζε ηεο πνιηηηζηηθήο πξσηεχνπζαο ηεο
Δπξψπεο αλέζεζαλ ηελ εξγαζία ζε γξαθείν ζπκβνχισλ εγθεθξηκέλσλ ινγηζηψλ. Γηεξσηψκαη κε
πνηνλ ηξφπν απηνί νη άλζξσπνη ζα νξγαλψζνπλ
έλα θάθειν γηα ηέηνην ζέκα.
İlk olarak, ben, kişisel olarak şunu düşünmekteyim – ve raportörler bu konuda beni doğrulayabilir, Mimarlık, Kent Planlama bilgisine sahip bilim uzmanları ve diğer ilgili meslekler, bu konu
ile tanışmalı ve dikkatlerini bu tür hizmetlere ve
knowhow‘a çevirmelidir. Çünkü onların katılımı,
önemli bir katılım olacaktır. Şimdi şunu söylemek istiyorum: Leymosun ve Baf – Lefkoşa hakkında bilgim yoktur- Avrupa Kültür Başkenti unvanı için kendi öneri başvuruları için çalışmalarını başlatarak, bu amaçla yeminli muhasiplerin
bir danışma ofisini görevlendirdiler. Bu insanların, böylesi bir konuda, bir dosyayı nasıl bir araya getireceklerini merak etmekteyim.
Δκείο σο ΢πκβνχιην έρνπκε βαζηθή ζχλδεζε κε
ηνπο επηζηήκνλεο θαη είλαη απηνί πνπ ηξνθνδνηνχλ ηηο πξνζπάζεηεο θαη ηηο κειέηεο καο, νη νπνίεο ζηφρν έρνπλ λα πξνβιέςνπλ πξνβιήκαηα
θαη ζέκαηα, ηα νπνία ζα εκθαληζηνχλ κεηά ηελ
επαλεγθαηάζηαζε, κεηά ηε ιχζε ηνπ Κππξηαθνχ
θαη λα δψζνπλ ηθαλνπνηεηηθέο ιχζεηο ζηα ζέκαηα
απηά.
Biz, Kurul olarak, bilim uzmanları ile esaslı bir
bağlantıya sahibiz ve Kıbrıs sorununun çözümlenmesinden sonra, yeniden iskandan sonra,
ortaya çıkabilecek olan sorunları ve konuları önceden görmeyi hedeflemekte olan çalışmalarımız
ve araştırmalarımız için gerekli malzemeyi bize
sağlayan onlardır.
Bu hedef, bizim neden ilgilendiğimizi zaten tanımlamaktadır. Ve en azından biz, doğruları
söylemeye alıştığımız için, işgal edilmiş bölgelerde yeniden iskana olan ilgimiz hakkında birçok
slogan ve bir çok duruş bulunduğunu biliyoruz.
Elimizdeki belgeler, yeniden iskan konusunda
Ο ζηφρνο απηφο ήδε θαζνξίδεη γηα πνην ιφγν εκείο ελδηαθεξφκαζηε. Καη επεηδή ηνπιάρηζην εκείο ζπλεζίδνπκε λα κηινχκε κε εηιηθξίλεηα, ππάξρνπλ πνιιά ζπλζήκαηα θαη πνιιέο ηνπνζεηήζεηο γηα ην ελδηαθέξνλ καο λα επαλεγθαηα-
9
tion that we have shows that we will be faced
with surprises on the issue of resettlement,
and this is natural. When it was said that time
was an enemy for us and an ally for the other
side, it pointed to the fact that families have
taken social root in other areas. Think what
would happen if we suddenly told these families ―you have the possibility to disassemble
yourselves from the place you are now, your
children from their schools, your social relations, your work, and settle at the place where
you were born or to the place of your ancestors.‖
Therefore, the study of this question and the
creation of the conditions that would help the
population who may resettle to adopt an important relationship with the place – something
which is dying away even if we promote it politically or as a slogan – provide an interesting
aspect of the whole issue.
However, the case of Nicosia calls for a different approach since it is a divided city and for
this reason it has to study examples such as
that of Berlin, where division has become a
symbol of attraction. What I mean to say is
that someone visits Berlin and one of the most
important exhibits or points with which he
makes contact are the traces and features of
division. It is the way in which Berlin has
turned to account the vacant space created by
no-man‘s land.
In conclusion, we subscribe to the effort to acquire knowledge about Branding and Place
Branding in particular, because we consider it
to be an important tool. It does not contain the
mendacity and imposition that the advertising
procedures and marketing have. Branding
speaks the truth about the particularities of an
area – especially Place Branding - and therefore about the identity, which has been lost in
many places, forgotten because of a malfunction of the tourist industry and bad and ugly
policies. These have led to the phenomenon
one encounters at the most important places –
tourist ones – where bad taste is dominant,
like the image presented by the photographs of
food dishes for the tourists to see what they
can find on one restaurant or the other, automatically testifying that quality has been lost.
That something which could be characterized
as Cyprus and which the visitor cannot find
anywhere else, has been lost. The woodburning oven has given its place to a stainless
steel installation for cooking potatoes and
other kinds of food. The right attitude of people
has been lost, who without proper help function as predators, rudely so quite often; for
having no tradition in this industry but owning
property close to the areas of tourist activity,
they suddenly discovered that they could leave
the shop and go home at night with a bagful of
hard currency, not necessarily taxable since no
10
ζηαζνχκε ζηηο θαηερφκελεο πεξηνρέο. Η δηθή καο
ηεθκεξίσζε είλαη φηη ζα αληηκεησπίζνπκε εθπιήμεηο ζην ζέκα ηεο επαλεγθαηάζηαζεο θαη απηφ
είλαη θπζηνινγηθφ. ΋ηαλ ειέρζε φηη ν ρξφλνο
είλαη έλαο αληίπαινο γηα καο θαη έλαο ζχκκαρνο
κε ηελ άιιε πιεπξά, απηφ παξαπέκπεη ζην φηη
απηφ πνπ έρεη ζπκβεί είλαη ην ξίδσκα νηθνγελεηψλ θνηλσληθά ζε άιιεο πεξηνρέο. Καη ζθεθηείηε αλ μαθληθά ιέγακε ζε απηέο ηηο νηθνγέλεηεο
φηη «έρεηε ηε δπλαηφηεηα λα μεισζείηε απφ ηνλ
ηφπν πνπ βξίζθεζηε, ηα παηδηά απφ ηα ζρνιεία,
ηηο θηιίεο, ηηο θνηλσληθέο ζρέζεηο, ηελ εξγαζία,
θαη λα εγθαηαζηαζείηε ζηνλ ηφπν πνπ γελλεζήθαηε ή ζηνλ ηφπν ησλ πξνγφλσλ ζαο». ΋ζν πεξλά ν θαηξφο ν παξάγνληαο ρξφλνο γίλεηαη πην
ακείιηθηνο.
sürprizlerle karşı karşıya kalacağımızı göstermektedir ve bu doğaldır. Zamanın, bizim için
düşman, öteki taraf için dost olduğu söylendiğinde, ailelerin öteki bölgelerde sosyal açıdan
kök saldığı gerçeğine işaret edilmekteydi. Bu
ailelere aniden şunları söylerseniz, düşünün bakalım ne olacaktır: ―Şimdi bulunduğunuz mekânlardan, çocuklarınızın okullarından, sosyal
ilişkilerinizden, işinizden sökülme olasılığınız
vardır ve doğduğunuz mekânlara veya atalarınızın mekânlarına yerleşeceksiniz.‖
O nedenle, bu sorunun araştırılması ve yeniden
iskan olabilecek nüfusa yardımcı olacak koşulların yaratılması, onların mekân ile önemli bir ilişkiyi benimsemesi –ki bu, siyasal olarak veya bir
slogan olarak teşvik ettiğimiz halde, yok olmakta olan bireydir- bütün konunun ilginç bir yönünü oluşturmaktadır.
Άξα ε κειέηε απηνχ ηνπ ζέκαηνο θαη ε δεκηνπξγία ησλ ζπλζεθψλ λα πηνζεηήζεη ν πιεζπζκφο
πνπ κπνξεί λα επαλεγθαηαζηαζεί κηα ζρέζε ζεκαληηθή κε ην ρψξν – πνπ φζν πάεη θζίλεη έζησ
θη αλ ηελ πξνβάιινπκε πνιηηηθά ή σο ζχλζεκα –
είλαη κηα ελδηαθέξνπζα πηπρή.
Bununla birlikte, Lefkoşa örneği, farklı bir yaklaşım istemektedir. Çünkü bölünmüş bir kenttir ve
bu yüzden, bölünmenin, bir cazibe sembolü
haline geldiği Berlin gibi örneklerin araştırılması
gerekmektedir. Demek istediğim şudur: Bir kişi
Berlin‘i ziyaret eder ve temas ettiği en önemli
sergilerden veya noktalardan biri, bölünmenin
izleri ve özellikleridir. Bu, Berlin‘in, kimseye ait
olmayan bölge tarafından oluşturulan boş mekâna ne olduğunun hesabını verme şekline dönüşmüştür.
Άιιεο φκσο πξνζεγγίζεηο αθνξνχλ ηδηαίηεξα ηε
Λεπθσζία, ε νπνία είλαη κνηξαζκέλε πφιε θαη ζα
πξέπεη λα κειεηήζεη παξαδείγκαηα φπσο ηνπ Βεξνιίλνπ, φπνπ ν δηαρσξηζκφο έρεη γίλεη ζχκβνιν
ειθπζηηθφηεηαο. Γειαδή θάπνηνο επηζθέπηεηαη ην
Βεξνιίλν θαη έλα απφ ηα ζεκαληηθφηεξα εθζέκαηα ή ζεκεία κε ηα νπνία απνθηά επαθή είλαη ηα
ίρλε θαη ηα ζηνηρεία ηνπ δηαρσξηζκνχ. Δίλαη ν
ηξφπνο πνπ ην Βεξνιίλν αμηνπνίεζε ηνλ θελφ
ρψξν ηνλ νπνίν δεκηνχξγεζε ε λεθξή δψλε.
Sonuç olarak, Markalaştırma ve özellikle Mekân
Markalaştırma hakkında bilgi edinme çabasına
katılıyoruz. Çünkü bunun önemli bir araç olduğunu düşünmekteyiz. Bu, reklam süreçleri ile
pazarlamanın sahip olduğu yalancılık ve zorlamayı içermemektedir. Markalaştırma, bir mekânın – Mekân Markalaştırmanın - özellikleri hakkındaki gerçeği ve o nedenle, birçok yerlerde
kaybolmuş olan bir kimliği anlatmaktadır. Bu
kimlik, turist sanayiinin hatalı çalışması yüzünden ve kötü ve çirkin politikalar yüzünden unutulmuştur. Kötü beğeninin baskın olduğu – turistlerin gittiği yerler gibi- en önemli mekânlarda
karşılaşılan bir olguya yol açmıştır. Örneğin şu
veya bu restoranda turistlerin neler bulabileceğini görmeleri için, turistler için hazırlanmış olan
yemek tabaklarının fotoğrafları ile sunulan ve
kalitenin kaybolduğuna otomatik olarak tanıklık
eden imaj gibi. Kıbrıs gibi simgelenebilecek ve
ziyaretçinin başka hiç bir yerde bulamayacağı
bir şey, kaybolmuş bulunmaktadır. Patatesleri
ve diğer yiyecek türlerini pişirmede kullanılan
odun yakan fırın, yerini paslanmaz çelikten bir
tesisata bırakmıştır. Yerinde yapılan bir yardım
yükümlülüğü olmayan, yırtıcı hayvanlar gibi,
oldukça sık olarak da kabaca davranan insanların, doğru davranışları kaybolmuştur. Onlar, bu
sanayide bir gelenekleri olmadığından, ama turist etkinliği bölgelerine yakın mülkiyete sahip
olduklarından, birdenbire şunu keşfettiler: Herhangi bir makbuz verilmediği için zorunlu olarak
vergilendirilemeyen bir çanta dolusu döviz ile
gece dükkandan ayrılabilir ve evine gidebilirler.
Bu, onlar için erken sebze ekmek ve kooperati-
Σειεηψλνληαο, πηνζεηνχκε ηελ πξνζπάζεηα λα
απνθηήζνπκε γλψζεηο ζην Branding θαη εηδηθά
ζην Place Branding, γηαηί ην ζεσξνχκε ζεκαληηθφ εξγαιείν. Γελ πεξηέρεη ην ςέκα θαη ηελ επηβνιή πνπ έρνπλ νη δηαδηθαζίεο ηεο δηαθήκηζεο θαη
ηνπ marketing. Σν Branding κηιά γηα ηελ αιήζεηα ησλ ηδηαηηεξνηήησλ κηαο πεξηνρήο – εηδηθά ην
Place Branding – θαη άξα ηεο ηαπηφηεηαο, ε νπνία ζε πνιινχο ηφπνπο έρεη ραζεί, έρεη μεραζηεί
απφ κηα θαθή ιεηηνπξγία ηεο ηνπξηζηηθήο βηνκεραλίαο, απφ θαθέο θαη άζρεκεο πνιηηηθέο νη νπνίεο νδήγεζαλ ζην θαηλφκελν φπνπ ζηα πην
ζεκαληηθά κέξε – ηα ηνπξηζηηθά – απηφ πνπ θπξηαξρεί είλαη ε θαθνγνπζηηά θαη ε εηθφλα ησλ
θσηνγξαθηψλ ησλ δηαθφξσλ θαγεηψλ γηα λα
δνπλ νη ηνπξίζηεο ηη ζα βξνπλ ζην έλα ή ζην
άιιν εζηηαηφξην, πξάγκα ην νπνίν απηνκάησο
πξνδηαζέηεη φηη έρεη ραζεί ε πνηφηεηα. Έρεη ραζεί
απηφ πνπ ζα κπνξνχζε λα ραξαθηεξίδεηαη σο
Κχπξνο, σο θάηη δειαδή πνπ ν επηζθέπηεο λα
κελ κπνξεί λα ην ζπλαληήζεη αιινχ. Ο θνχξλνο
κε ηα μχια έρεη γίλεη stainless steel εγθαηάζηαζε
γηα λα ςήλνληαη παηάηεο θαη άιινπ είδνπο θαγεηά. Έρεη ραζεί ε ζπκπεξηθνξά ησλ αλζξψπσλ, νη
νπνίνη ρσξίο βνήζεηα ιεηηνπξγνχλ σο αξπαθηηθά,
πνιιέο θνξέο κε αγέλεηα. Γηαηί, κε έρνληαο παξάδνζε ζε απηή ηε βηνκεραλία, αιιά έρνληαο
ηδηνθηεζίεο θνληά ζηηο πεξηνρέο κε δξαζηεξηφηεηα θαη δηαπηζηψλνληαο φηη θχηεπαλ κεξηθέο ζθάιεο πξψηκα ιαραληθά θαη πεξίκελαλ πφηε ε ζπλεξγαηηθή ζα ηνπο πιεξψζεη (πνιχ θαιχηεξα
11
receipts were issued. Certainly for them it was
much better than planting early vegetables and
waiting until the Co-Op would pay them.
(Certainly an improvement on the previous
situation when they were just by themselves).
This has made people very angry, while everybody in the tourist industry behave in a way
that denies any kind of co-operation with the
authorities. They insist on illegalities, they insist on breaking the rules in order to secure
more space and increase their profit margin.
However, this process in the end results in a
reduction of profit through a reduction of tourists, who could have spent a lot of money in
their outlets. The image of selling useless objects coming from China and being presented
as souvenirs of Cyprus, the image of the Tshirts that could cost one euro and are sold for
twenty, all these things have ruined people‘s
behaviour, which once made Cyprus a distinct
place of destination.
But I will say something else. Let us not think
that if a city suddenly decides to work out
some plan, acquire an identity and become attractive, that is the end of the story. The general political situation and the way we function,
how we devote ourselves and follow developments, have defeated us on all fronts. The cooperation of the city with the state is missing,
with the state services, the government and so
on. The point I am making is that if we want to
see our cities become attractive, we must follow a national policy and this must come out of
an atmosphere where rationality and propriety
– now missing – have been restored. And because we find ourselves at the Council of Reconstruction and Development, I will tell you
that I do not believe there is a single Cypriot
politician who goes to sleep and wakes up
thinking that this country is faced with a problem of division and occupation and that this
must be the dominant issue. They are settled
cosily in half of Cyprus, in the official posts of
half of Cyprus, in the seats of authority of half
of Cyprus and they think that because the people have become accustomed to the situation,
to their jobs and needs, we can function as an
integral and constituted state. We shall never
escape from what we call the Cyprus problem,
despite the feeling that we are having a nice
and safe time in half of Cyprus. These are illusions and it saddens me when you talk with
them and they, in their effort to show how
competent they are in realism, respond that
―there is no Cyprus problem, the Cyprus problem is finished.‖ This is their position.
I had given a lot of thought to whether I
should make this conclusion, but I consider
that if we aim at results, we must also know
exactly what is going on.
I thank you very much for your presence here.
12
θπζηθά απφ φηη φηαλ ήηαλ κφλνη ηνπο), μαθληθά
αλαθάιπςαλ φηη ην βξάδπ έθεπγαλ απφ ην θαηάζηεκα κε κηα ζαθνχια ζθιεξά κεηξεηά πνπ δελ
ήηαλ ειεγρφκελα απφ ην θφξν θαη δελ ρξεηαδφηαλ λα βγνπλ ηηκνιφγηα θαη λα ππάξρεη παξάθιεζε λα εηζπξάμνπλ. Απηφ εμαγξίσζε ηνλ θφζκν,
ελψ φινη φζνη είλαη ζηελ ηνπξηζηηθή βηνκεραλία
έρνπλ ζπκπεξηθνξά εληειψο εθηφο ζπλεξγαζίαο
κε ηηο Αξρέο. Απαηηνχλ παξαλνκίεο, απαηηνχλ
ππεξβάζεηο, νχησο ψζηε θαηά ηελ άπνςή ηνπο
λα εμαζθαιίδνπλ πεξηζζφηεξν ρψξν θαη πεξηζζφηεξεο πηζαλφηεηεο θέξδνπο. ΢ην ηέινο φκσο κε
φιε απηή ηε δηαδηθαζία θηάλνπλ λα έρνπλ κείσζε θεξδψλ, κείσζε ηνπξηζηψλ πνπ ζα κπνξνχζαλ λα δαπαλήζνπλ νπζηαζηηθά πνζά ζηα ζεκεία
ηνπο. Η εηθφλα λα πσινχληαη άρξεζηα αληηθείκελα ηα νπνία έξρνληαη απφ ηελ Κίλα θαη πξνβάιινληαη σο ζνπβελίξ ηεο Κχπξνπ, ε εηθφλα κε
ηα θαλειάθηα πνπ κπνξεί λα ζηνηρίδνπλ έλα θαη
λα πσινχληαη είθνζη, θαη φια απηά ηα πξάγκαηα,
έρνπλ θζείξεη σο ζπκπεξηθνξά απηφ γηα ην νπνίν ε Κχπξνο ήηαλ έλαο μερσξηζηφο ηφπνο θαηάιεμεο.
fin bunların parasını kendilerine ödeyene kadar
beklemekten, kesinlikle çok daha iyidir. (Sadece
kendi başlarına oldukları daha önceki duruma
göre, bunun bir gelişme olduğu kesindir.)
Bu, insanları çok öfkeli yaparken, turist
sanayiindeki herkes de, yetkililerle herhangi tür
bir işbirliğini red eden bir şekilde davranmaktadır. Yasadışılıklar üzerinde ısrar etmektedirler,
daha çok mekân elde etmek ve kâr marjlarını
artırmak için kuralları bozmakta ısrar etmektedirler. Bununla beraber, bu süreç sonunda, kendi satış yerlerinde fazla miktarda para harcayabilecek olan turistlerin azalması yoluyla, kârlarının da azalması ile sonuçlanmaktadır. Çin‘den
gelen kullanışsız objelerin satışı ve Kıbrıs‘a ait
hatıra eşyaları olarak sunulmasının oluşturduğu
imaj, bir Avro‘ya mal olabilecek olan ve 20
Avro‘ya satılan T-şörtlerin imajı, bütün bu şeyler, bir zamanlar Kıbrıs‘ı farklı bir destinasyon
mekânı yapmış olan insanların davranışını bozmuş bulunmaktadır.
Θα πσ φκσο θαη θάηη άιιν. Να κελ λνκίδνπκε φηη
μαθληθά αλ κηα πφιε απνθαζίζεη φηη ζα επεμεξγαζηεί έλα ζρέδην, λα απνθηήζεη ηαπηφηεηα, λα
γίλεη ειθπζηηθή, φηη έιεμε ην ζέκα. Η γεληθφηεξε
πνιηηηθή θαηάζηαζε θαη ν ηξφπνο πνπ ιεηηνπξγνχκε, πνπ αθηεξσλφκαζηε θαη ζην πψο παξαθνινπζνχκε ηα ζέκαηα, κάο έρεη δηαιχζεη ζε φια
ηα κέησπα. Λείπεη ε ζπλεξγαζία ηεο πφιεο κε ην
θξάηνο, κε ηηο ππεξεζίεο ηνπ θξάηνπο, κε ηελ
θπβέξλεζε θαη ηα ινηπά. Θέησ ζέκα δειαδή
φηη, αλ ζέινπκε λα δνχκε ηηο πφιεηο καο λα γίλνληαη ειθπζηηθέο πξέπεη λα θάλνπκε εζληθή πνιηηηθή θαη πξέπεη απηή λα πξνθχςεη κέζα απφ κηα
αηκφζθαηξα φπνπ λα επαλέιζεη ε ινγηθή θαη ε
ζνβαξφηεηα, ε νπνία καο ιείπεη. Καη επεηδή είκαζηε ζην ΢πκβνχιην Αλνηθνδφκεζεο θαη Δπαλεγθαηάζηαζεο ζα ζαο πσ φηη δελ πηζηεχσ φηη ππάξρεη Κχπξηνο πνιηηηθφο, ν νπνίνο θνηκάηαη θαη
μππλά ζθεθηφκελνο φηη απηφο ν ηφπνο αληηκεησπίδεη έλα πξφβιεκα δηαίξεζεο θαη θαηνρήο θαη φηη
απηφ πξέπεη λα είλαη ην θπξίαξρν ζέκα. Έρνπλ
βνιεπηεί ζηε κηζή Κχπξν, ζηα αμηψκαηα ηεο κηζήο Κχπξνπ, ζηηο θαξέθιεο ηεο κηζήο Κχπξνπ θαη
λνκίδνπλ φηη επεηδή ν θφζκνο έρεη βνιεπηεί, έρεη
ηηο δνπιεηέο ηνπ θαη ηηο αλάγθεο ηνπ, φηη κπνξεί
λα ιεηηνπξγήζνπκε σο θξάηνο νινθιεξσκέλν
θαη ζπληεηαγκέλν. Γελ ζα γιηηψζνπκε πνηέ απφ
απηφ πνπ νλνκάδεηαη θππξηαθφ πξφβιεκα φζν θη
αλ αηζζαλφκαζηε φηη πεξλνχκε σξαία θαη αζθαιηζκέλα ζηε κηζή Κχπξν. Απηά είλαη ςεπδαηζζήζεηο θαη ιππνχκαη γηαηί φηαλ κηιάο καδί ηνπο ζέινληαο λα δείμνπλ πφζν ηθαλνί είλαη ζην ξεαιηζκφ ιέλε φηη «δελ ππάξρεη θππξηαθφ, έρεη ηειεηψζεη ην Κππξηαθφ». Απηή είλαη ε ζέζε.
Fakat bir şey daha söyleyeceğim. Eğer bir kent,
birdenbire, bazı planlar oluşturma, bir kimlik
kazanma ve cazip hale gelmeye karar verirse
diye düşünmeyelim, bu hikayenin sonudur. Genel siyasal durum ve işleyiş şeklimiz, kendimizi
buna adayışımız ve gelişmeleri izleyişimiz, bizim, bütün cephelerde yenilmemize yol açmış
bulunuyor. Kentin devlet ile, devlet hizmetleri,
hükümet ve diğerleri ile işbirliği yoktur. Vurgulamakta olduğum nokta şudur: Eğer kentlerimizin
cazip bir hale gelmesini istiyorsak, ulusal bir
politika izlememiz gerekmektedir ve bu, -şimdi
olmayan- mantığa ve adetlere uygunluğun yeniden sağlandığı bir ortamdan ortaya çıkmalıdır.
Çünkü, biz kendimizi Yeniden İnşa ve Yeniden
İskan Kurulu‘nda buluyoruz ve size söyleyeyim
ki, bu ülkenin bölünme ve işgal sorunu ile karşı
karşıya olduğunu düşünen ve bununla yatıp,
kalkan ve bunun en baskın konu olması gerektiğini düşünen bir tek Kıbrıslı politikacının olduğuna inanmıyorum. Onlar, Kıbrıs‘ın yarısında, yarım Kıbrıs‘taki resmi makamlarında, yarım Kıbrıs‘taki makam koltuklarına rahat bir şekilde
yerleşmiş bulunuyorlar ve insanlar bu duruma,
işlerine ve ihtiyaçlarına alıştıkları için, bütünsel
ve bileşenlerden oluşmuş bir devlet olarak işleyebiliriz. Kıbrıs‘ın yarısında hoş ve güvenli bir
zaman geçirmekte olduğumuz duygusuna rağmen, Kıbrıs sorunu dediğimiz sorundan asla kaçamayacağız. Bunlar aldatıcı görüntülerdir ve
onlarla konuştuğunuz zaman ve gerçekçilikte ne
kadar yetenekli olduklarını gösterme çabasıyla,
―Kıbrıs sorunu yoktur, Kıbrıs sorunu bitmiştir‖
diye yanıt verdiklerinde, kederlenmekteyim. Onların durumu budur.
Δίρα ζθεθηεί πνιχ αλ ζα έθαλα απηφ ηνλ επίινγν, αιιά ζεσξψ φηη εάλ ζηνρεχνπκε ζε απνηειέζκαηα πξέπεη λα μέξνπκε αθξηβψο θαη ηη ζπκβαίλεη.
Konuşmamı bu şekilde bitirip bitirmemem konusunda çok fazla düşündüm. Fakat eğer sonuç
almayı hedefliyorsak, neler olduğunu da tam
olarak bilmeliyiz.
΢αο επραξηζηψ πνιχ γηα ηελ παξνπζία ζαο.
Burada bulunduğunuz için çok teşekkür ediyorum.
13
Eleni Mavrou
Mayor of Nicosia
In the context of changes related to the functioning of world economy and the pressure
exercised by increasing spatial competition on
many cities and regions, the planning and implementation of strategy concerning the management of the image and reputation through
which the greater connection of inhabitants
with the place and the integration of space in
the international framework is achieved, is an
integral part of spatial management.
In modern societies place identity is developed and highlighted through marketing and
place branding techniques, thus creating conditions of development and competitive advantages. Besides, cities have always competed and will continue to do so for resources,
inhabitants, financial benefits, tourism, everything. The image of a place may attract new
inhabitants, tourists and investors and give
rise to feelings of local pride among the population.
The aim of today‘s seminar is therefore to
better understand Place Branding
and its
practices, by providing the necessary tools to
comprehend, improve and promote local identity in our strategy.
In the report of the EUROCITIES network under the title ―A common vision for City Branding of European cities‖, published in November 2010, the following is underlined among
other things: the need for a strong relation
between the brand and the identity of the
city, the significance of participation by all interested parties in the procedure of searching
and defining the identity and the fact that
―there is no common recipe for success – each
city must create and manage its reputation in
the way most suitable to their condition.‖
In my understanding, what the first says is
that we must not confuse the identity with
the image; that the rendering of branding
must govern the promise given by the reputation of the city; that the rendering of a
branding is not exhausted in logos, slogans
14
Ειέλε Μαύξνπ
Eleni Mavru
Γήκαξρνο Λεπθσζίαο
Lefkoşa Belediye Başkanı
΢ην πιαίζην ησλ αιιαγψλ πνπ ζπλδένληαη κε ηε
ιεηηνπξγία ηεο παγθφζκηαο νηθνλνκίαο θαη ηελ
πίεζε πνπ αζθεί ν απμαλφκελνο ρσξηθφο αληαγσληζκφο, γηα πνιιέο πφιεηο θαη πεξηθέξεηεο, ε
θαηάξηηζε θαη εθαξκνγή κηαο ζηξαηεγηθήο πνπ
ζρεηίδεηαη κε ηε δηαρείξηζε ηεο εηθφλαο θαη ηεο
θήκεο, κέζσ ηεο νπνίαο επηηπγράλεηαη ε κεγαιχηεξε ζχλδεζε ησλ θαηνίθσλ κε ηνλ ηφπν θαη ε
έληαμε ηνπ ηφπνπ ζην παγθφζκην πιαίζην, απνηειεί αλαπφζπαζην κέξνο ηεο ρσξηθήο δηαρείξηζεο.
Dünya ekonomisinin işleyişi ile ilgili değişiklikler ve birçok kent ve bölgeler üzerinde artmakta olan mekânsal rekabetin uyguladığı
baskı, mekân ile bu mekân içerisinde yaşamakta olanlar arasındaki daha büyük bağlantı
ve uluslararası çerçevede mekân bütünleşmesi yoluyla kazanılan imaj ve itibarın yönetimi
ile ilgili stratejinin planlanması ve uygulanması, mekân yönetiminin bütünleştirici bir parçasıdır.
΢ηηο ζχγρξνλεο θνηλσλίεο ε ηαπηφηεηα ηνπ ηφπνπ αλαπηχζζεηαη θαη αλαδεηθλχεηαη κέζα απφ
ηηο ηερληθέο ηνπ marketing θαη ηνπ branding ηνπ
ηφπνπ, δηακνξθψλνληαο ζπλζήθεο αλάπηπμεο
θαη αληαγσληζηηθά πιενλεθηήκαηα. Άιισζηε, νη
πφιεηο πάληα ήζαλ θαη πάληα ζα βξίζθνληαη ζε
αληαγσληζκφ κεηαμχ ηνπο γηα ηηο πεγέο, γηα ηνπο
θαηνίθνπο, γηα ηα νηθνλνκηθά νθέιε, γηα ηνλ
ηνπξηζκφ, γηα φια. Η εηθφλα ελφο ηφπνπ κπνξεί
λα πξνζειθχζεη λένπο θαηνίθνπο, ηνπξίζηεο θαη
επελδπηέο θαη λα πξνθαιέζεη αηζζήκαηα ηνπηθήο
ππεξεθάλεηαο ζηνπο θαηνίθνπο.
Çağdaş toplumlarda mekân kimliği, pazarlama ve mekân markalaştırma teknikleri yoluyla gelişmekte ve vurgulanmaktadır. Böylece
gelişme koşulları ve rekabetçi avantajlar yaratılmaktadır. Bunun yanında, kentler her zaman rekabet etmişlerdir ve kaynaklar, kent
sakinleri, mali yararlar, turizm, her şey için
böyle yapmayı sürdüreceklerdir. Bir mekânın
imajı, yeni sakinleri, turistleri ve yatırımcıları
cezbedebilir ve nüfus arasında yerel iftihar
duygularını artırabilir.
΢ηφρνο ινηπφλ ηνπ ζεκεξηλνχ ζεκηλαξίνπ είλαη ε
θαιχηεξε θαηαλφεζε ηνπ Place Branding θαη ησλ
πξαθηηθψλ ηνπ, πξνζθέξνληαο ηα εξγαιεία πνπ
ρξεηαδφκαζηε γηα λα θαηαλνήζνπκε, λα βειηηψζνπκε θαη λα πξνσζήζνπκε ηελ ηνπηθή ηαπηφηεηα ζηε ζηξαηεγηθή καο.
Bu nedenle, bugünkü seminerin amacı, kendi
stratejimiz içinde yerel kimliği kavrama, geliştirme ve ilerletme için gerekli olan araçları
sağlarken, Mekân Markalaştırma ile uygulamalarının daha iyi anlaşılmasıdır.
EUROCITIES‘in Kasım 2010‘da yayımlanmış
olan ―Avrupa kentlerinin Mekân Markalaştırması için ortak bir vizyon‖ başlıklı raporunda,
diğer şeyler yanında şunların altı çizilmektedir: ―Marka ile kentin kimliği arasında güçlü
bir ilişkiye olan ihtiyaç, araştırma süreci ve
kimliği tanımlamada bütün ilgili tarafların katılımının önemi ve ―başarı için herhangi bir ortak reçete yoktur – her kent, kendi koşullarına
en fazla uygun olacak bir yol aracılığı ile kendi
itibarını yaratmalı ve yönetmelidir‖ gerçeği.
΢ηελ έθζεζε ηνπ δηθηχνπ EUROCITIES κε ηίηιν
«Έλα θνηλφ φξακα γηα City Branding ζηηο Δπξσπατθέο πφιεηο», πνπ δφζεθε ζηε δεκνζηφηεηα
ηνλ Νηφβξε ηνπ 2010 ηνλίδεηαη κεηαμχ άιισλ: ε
αλάγθε γηα κηα ηζρπξή ζρέζε κεηαμχ ηνπ brand
θαη ηεο ηαπηφηεηαο ηεο πφιεο, ε ζεκαζία ηεο
ζπκκεηνρήο φισλ ησλ ελδηαθεξφκελσλ κεξψλ
ζηε δηαδηθαζία αλαδήηεζεο θαη θαζνξηζκνχ ηεο
ηαπηφηεηαο, θαη φηη «δελ ππάξρεη κηα εληαία ζπληαγή γηα ηελ επηηπρία - θάζε πφιε πξέπεη λα
δεκηνπξγήζεη θαη λα δηαρεηξίδεηαη ηελ επσλπκία
ηεο κε ηνλ ηξφπν πνπ είλαη φηη θαιχηεξν γηα ηελ
θαηάζηαζή ηνπο»
Benim anlayışıma göre, birincisinin söylediği
şudur: Kimliği, imaj ile karıştırmamalıyız.
Markanın sunulması, kentin itibarı ile verilen
sözü yönetmelidir. Markanın sunulması, sadece logolar, sloganlar ve iletişimle bitmez, ama
―mekânın
farkındalığı‖
ve
―aidiyetin
΢ηε δηθή κνπ αληίιεςε, ην πξψην ιέεη φηη δελ
πξέπεη λα ζπγρένπκε ηελ ηαπηφηεηα κε ηελ εηθφλα. ΋ηη, ε απφδνζε ηεο επσλπκίαο πξέπεη λα
δηέπεη ηελ ππφζρεζε πνπ δίλεη ε επσλπκία ηεο
πφιεο. ΋ηη ε απφδνζε κηαο επσλπκίαο δελ εμα-
15
and communication alone, but is directly connected to the ―awareness of place‖ and the
―awareness of belonging.‖
The second is that there is a need to connect
branding with the local community.
And the third is that a city, a region or a wider
geographical area are characterized by complexity and special features, which do not permit their comparison to a consumer product.
It is also erroneous to identify a place branding strategy only with the achievement of
economic objectives, since the development
of symbolical economy, social responsibility,
local pride and consensus among social
groups et al., are also equally important objectives.
The ―Space‖ that we inhabit and in which we
work is a space in constant change and transformation. If the evolution of our residential
space, our city, is not rationally and prudently
developed, does not show respect to man and
human history and is not based on sustainable development planning , it cannot but lack
order and produce serious economic and social consequences.
According to all modern views, cities constitute socio-economic and environmental systems that function as dynamic organizations,
manifold and complex.
Approaching the problem of space shaping
cannot be the job of only a few of scientists.
The effort must be a collective one and, above
all, it should be based on the perceptions of
the inhabitants, so as to enable the designers
or those who promote policies for the improvement of the city, to understand the basic
specifications in which they are obliged to
move.
A second equally important observation from
our point of view is that the residential significance and culture of the city must never be
considered apart from the usages in the surrounding area.
Nicosia has been the capital of Cyprus since
Byzantine times to the present. Due to its
geographical position it was the administrative
and functional centre of Cyprus. As the capital
it was the socio-economic centre of the country, with a multicultural character, where all
the communities and ethnicities of the island
lived peacefully and harmoniously.
The development of Nicosia, especially after
independence, was spectacular. This brought
about a disorderly development of the wider
urban area of the capital as a whole. Thus, a
modern city was developing at the expense of
its historical areas.
16
farkındalığı‖ ile dolaysız olarak bağlantılıdır.
ληιείηαη ζηα ινγφηππα, ηα ζιφγθαλ θαη ηελ επηθνηλσλία κφλν, αιιά ζπλδέεηαη άκεζα κε ηελ
«αίζζεζε ηνπ ηφπνπ» θαη κε ηελ «αίζζεζε ηνπ
αλήθεηλ».
İkincisi de şudur: Markalama ile yerel toplum
arasında bağlantı kurulmasına bir ihtiyaç vardır.
Γεχηεξν, φηη ππάξρεη αλάγθε ζχλδεζεο ηνπ
branding κε ηελ ηνπηθή θνηλφηεηα.
Ve üçüncü olarak da bir kent, bir bölge veya
daha geniş bir coğrafik alan, onların kıyaslanmasının bir tüketici ürünü ile yapılmasına izin
vermeyen, karmaşıklık ve olağanüstü özellikler tarafından karakterize edilmiştir.
Καη ηξίην, φηη κία πφιε, κία πεξηθέξεηα ή κηα επξχηεξε γεσγξαθηθή πεξηνρή ραξαθηεξίδνληαη
απφ πνιππινθφηεηα θαη ηδηαίηεξα ραξαθηεξηζηηθά
πνπ δελ επηηξέπνπλ ηε ζχγθξηζή ηνπο κε έλα
θαηαλαισηηθφ πξντφλ.
Bir mekân markalaştırma stratejisini, sadece
ekonomik hedeflerin kazanılması ile belirlemek de hatalıdır. Çünkü sembolik ekonomi,
sosyal sorumluluk, yerel itibar ve sosyal
gruplar vb arasında uzlaşmanın gelişmesi,
ayrıca aynı derecede önemli hedeflerdir.
Δίλαη επίζεο ιαλζαζκέλν λα ηαπηίδεηαη κηα ζηξαηεγηθή branding ηφπνπ κφλν κε ηελ επίηεπμε
νηθνλνκηθψλ ζηφρσλ, αθνχ ε αλάπηπμε ηεο ζπκβνιηθήο νηθνλνκίαο, ηεο θνηλσληθήο επζχλεο, ηεο
ηνπηθήο ππεξεθάλεηαο, ηεο ζχκπλνηαο κεηαμχ
θνηλσληθψλ νκάδσλ θ.ά. είλαη εμίζνπ ζεκαληηθνί
ζηφρνη.
Ο «Υψξνο» πνπ δηακέλνπκε θαη εξγαδφκαζηε,
είλαη ρψξνο πνπ ζπλέρεηα κεηαβάιιεηαη θαη δηαθνξνπνηείηαη. Αλ ε εμέιημε ηνπ ρψξνπ-θαηνηθία,
ηεο πφιεο καο, δελ αλαπηχζζεηαη κε νξζνινγηζκφ θαη ζχλεζε, δελ ζέβεηαη ηνλ άλζξσπν θαη
ηελ ηζηνξία ηνπ, δελ βαζίδεηαη ζε έλα ζρεδηαζκφ
αεηθφξνπ αλάπηπμεο δελ κπνξεί παξά λα είλαη
άλαξρε θαη λα παξάγεη ζνβαξέο νηθνλνκηθέο θαη
θαη΄επέθηαζε θνηλσληθέο επηπηψζεηο.
İçinde ikamet ettiğimiz ve çalıştığımız
―Mekân‖, sürekli değişim ve dönüşüm içinde
olan bir mekândır. İçinde ikamet ettiğimiz
mekânın, kentimizin evrimleşmesi, mantığa
uygun ve ihtiyatlı gelişme şeklinde olmamışsa, insana ve insanlık tarihine saygı göstermiyorsa ve sürdürülebilir bir gelişme planlaması
üzerine temellendirilmemişse, düzeni de olamaz ve ciddi ekonomik ve sosyal sonuçlar
doğurur.
΢χκθσλα κε φιεο ηηο ζχγρξνλεο ζεσξήζεηο, νη
πφιεηο απνηεινχλ θνηλσληθφ-νηθνλνκηθά θαη πεξηβαιινληηθά ζπζηήκαηα, ηα νπνία ιεηηνπξγνχλ
σο δπλακηθνί νξγαληζκνί, ζχλζεηνη θαη πεξίπινθνη.
Kentler, bütün çağdaş görüşlere göre, dinamik örgütler olarak çok yönlü ve karmaşık bir
şekilde işleyen sosyo-ekonomik ve çevresel
sistemleri oluşturmaktadırlar.
Η πξνζέγγηζε ηεο πξνβιεκαηηθήο γηα ηε δηακφξθσζε ηνπ ρψξνπ δελ είλαη ππφζεζε κηαο κεξίδαο
επηζηεκφλσλ κφλν. Η πξνζπάζεηα πξέπεη λα
είλαη ζπιινγηθή θαη θπξίσο λα βαζίδεηαη ζηηο αληηιήςεηο ησλ θαηνίθσλ ψζηε νη κειεηεηέο ή εθείλνη πνπ πξνσζνχλ πνιηηηθέο γηα ηε βειηίσζε
ηεο πφιεο λα αληηιεθζνχλ ηηο βαζηθέο πξνδηαγξαθέο ζηε βάζε ησλ νπνίσλ ππνρξεσηηθά
πξέπεη λα θηλνχληαη.
Mekân şekillendirme sorununa yaklaşım, sadece birkaç bilim insanının işi olamaz. Çaba,
bir kolektifin çabası olmalı ve her şeyden önce, kent sakinlerinin algılayışları üzerine kurulmalıdır ki tasarımcılar veya kentin gelişmesi için politikaları ileriye götürenler, içinde hareket etmek zorunda oldukları temel tanımlamaları anlayabilsinler.
Γεχηεξε παξαηήξεζε εμίζνπ ζεκαληηθή απφ ηε
ζθνπηά καο είλαη φηη ε θαηνηθία θαη ε θνπιηνχξα
ηεο πφιεο πνηέ δελ κπνξεί λα εμεηάδεηαη απνθνκκέλα απφ ηηο ρξήζεηο, ζηνλ πεξηβάιινληα
ρψξν.
Bizim bakış açımıza göre, aynı derecede
önemli olan ikinci gözlem de şudur: Kentin
ikamete ilişkin önemi ile kültürü, çevredeki
alan içindeki kullanımlardan ayrı olarak asla
düşünülmemelidir.
Η Λεπθσζία απνηειεί ηελ πξσηεχνπζα ηεο Κχπξνπ απφ ηα Βπδαληηλά ρξφληα κέρξη θαη ζήκεξα.
Λφγσ ηεο γεσγξαθηθήο ηεο ζέζεο απνηεινχζε ην
δηνηθεηηθφ θαη ιεηηνπξγηθφ θέληξν ηεο Κχπξνπ. Ωο πξσηεχνπζα απνηεινχζε ην θνηλσληθν
-οικονομικό κέντρο της τώρας, με πολσπνιηηηζκηθφ ραξαθηήξα, φπνπ ζπκβίσλαλ εηξεληθά θαη αξκνληθά φιεο νη θνηλφηεηεο θαη εζλφηεηεο ηνπ λεζηνχ.
Lefkoşa, Bizans döneminden günümüze kadar, Kıbrıs‘ın başkenti olagelmiştir. Coğrafik
konumuna bağlı olarak, Kıbrıs‘ın yönetim ve
işleyiş açısından merkezi idi. Başkent olarak,
adanın bütün toplumları ve etnik gruplarının
barış ve uyum içinde yaşadıkları, çok kültürlü
özelliği ile ülkenin sosyo-ekonomik merkezi
idi.
Η αλάπηπμε ηεο Λεπθσζίαο, εηδηθά κεηά ηελ αλεμαξηεζία, ήηαλ ζεακαηηθή. Απηφ ελεξγνπνίεζε
κηα άλαξρε θαη ρσξίο πξνγξακκαηηζκφ αλάπηπμε
ηνπ επξχηεξνπ αζηηθνχ ζπλφινπ ηεο πξσηεχνπζαο. Έηζη ε ζχγρξνλε πφιε αλαπηπζζφηαλ ζε
Lefkoşa‘nın, özellikle bağımsızlıktan sonra gelişmesi, dikkat çekici olmuştur. Bu, bir bütün
olarak başkentin daha geniş kentsel alanının
düzensiz bir biçimde gelişmesini getirmiştir.
Böylece, çağdaş bir kent, tarihsel bölgelerinin
17
The town planning and social problems deteriorated following the intercommunal disputes
in 1963. However, the tragic events of 1974
delivered a crucial blow to the smooth development of the city. The economic and other
activities were transferred to the periphery of
Nicosia. The Old Town was transformed from
town centre to city ―boundary.‖ The presence
of no-man‘s land caused a rift to its structure
and kept its two parts on a separate development course for years.
The violent division of Nicosia is the greatest
problem our city faces today. This fact, however, is at the same time a great challenge we
must address.
Creating the right town planning prerequisites
for the future development and functioning of
the city as a unitary one is at the centre of
the policy for a rational Master Plan.
There is still no public intervention in the
whole of the urban area. The rapid increase
of town planning complexes in recent years
without the necessary planning and implementation, has resulted in the creation of an
―unwelcoming‖ urban environment.
Nevertheless, Nicosia has many capabilities
and its citizens can overturn the negative effects of division and the accumulated problems. Nicosia can regain the prestige of being
the island‘s commercial, social and cultural
centre. The traditional nucleus combines so
much historic and architectural wealth that it
can compete with the comparative advantages of the coastal cities, but also with those
of other historical European cities.
Civic interventions in our city,
objectives and anticipated results
The town centre presents intense social and
economic inequalities that are also visible in
the built environment. This calls for interventions in order to improve their appeal as residential areas and also as areas for investment
in services, quality tourism, education and
housing.
The development effort focuses on the full
utilization of the comparative advantages in
the city centre and their transformation into
competitive advantages, in order for them to
give leverage for development. The comparative advantages of the city centre are the following: the town within the walls and historical monuments, cultural and architectural
heritage, residential areas and city centre.
The completed projects, those under way and
in the stage of planning, all aim precisely in
contributing cumulatively to the cultural, esthetic and functional upgrading of the centre
areas, while also attracting socially active
18
βάξνο ησλ ηζηνξηθψλ πεξηνρψλ ηεο.
aleyhine gelişmekteydi.
Σα πνιενδνκηθά θαη θνηλσληθά πξνβιήκαηα επηδεηλψζεθαλ κε ηηο δηθνηλνηηθέο δηελέμεηο ηνπ
1963. Σα ηξαγηθά φκσο γεγνλφηα ηνπ 1974,
έδσζαλ ην θαίξην πιήγκα ζηελ νκαιή αλάπηπμε
ηεο πφιεο. Η νηθνλνκηθή θαη άιιε δξαζηεξηφηεηα κεηαθέξζεθε ζηελ πεξηθέξεηα ηεο Λεπθσζίαο.
Η Παιηά Πφιε κεηαηξάπεθε απφ θέληξν ηεο πξσηεχνπζαο ζε «φξην» ηεο πφιεο. Η χπαξμε ηεο
λεθξήο δψλεο, δηέζπαζε ηε δνκή ηεο θαη θξάηεζε ηα δχν θνκκάηηα ηεο γηα ρξφληα ζε μερσξηζηή
πνξεία αλάπηπμεο.
1963‘teki toplumlararası anlaşmazlıklardan
sonra, kent planlaması ve sosyal sorunlar kötüleşti. Bununla beraber, 1974‘ün trajik olayları, kentin yumuşak gelişmesine önemli bir
darbe vurdu. Ekonomik ve diğer etkinlikler,
Lefkoşa‘nın çevresine aktarıldı. Eski Kent,
kent merkezinden, kent ―sınır‖ına dönüştü.
Hiç kimseye ait olmayan bölgenin varlığı, yapısında bir çatlak oluşturdu ve iki parçasının,
yıllarca ayrı bir gelişme süreci sürdürmesini
sağladı.
Η βίαηε δηαίξεζε ηεο Λεπθσζίαο είλαη ην ζνβαξφηεξν πξφβιεκα πνπ αληηκεησπίδεη ε πφιε καο.
Σν γεγνλφο φκσο απηφ είλαη ηαπηφρξνλα θαη κηα
κεγάιε πξφθιεζε ζηελ νπνία πξέπεη λα αληαπνθξηζνχκε.
Lefkoşa‘nın zorla bölünmesi, kentimizin bugün yüzsüze olduğu en büyük sorundur. Bununla beraber bu olgu, aynı zamanda ele almamız ve üstesinden gelmemiz gereken büyük bir durumdur.
΢ην επίθεληξν ηεο πνιηηηθήο ελφο νξζνινγηζηηθνχ Πνιενδνκηθνχ ΢ρεδίνπ είλαη ε δεκηνπξγία
ησλ ζσζηψλ πνιενδνκηθψλ πξνυπνζέζεσλ γηα
ηε κειινληηθή αλάπηπμε θαη ηε ιεηηνπξγία ηεο
πφιεο σο κηα εληαία πφιε.
Doğru bir kent planlamasını oluşturmak, kentin gelecekteki gelişmesi için önceden gereklidir ve bir bütün olarak kentin işleyişi, mantığa
uygun bir Master Plan için uygulanacak politikanın merkezindedir.
Η δεκφζηα παξέκβαζε, ζην ζχλνιν ηνπ αζηηθνχ
ρψξνπ, παξακέλεη αλχπαξθηε. Η ξαγδαία αχμεζε ησλ πνιενδνκηθψλ ζπγθξνηεκάησλ ηα ηειεπηαία ρξφληα, ρσξίο ηνλ θαηάιιειν ζρεδηαζκφ θαη
εθαξκνγή, έρεη σο απνηέιεζκα ηε δεκηνπξγία
ελφο «αθηιφμελνπ» αζηηθνχ πεξηβάιινληνο.
Kentsel alanın bütünü içinde, hâlâ daha hiçbir
kamu müdahalesi bulunmamaktadır. Gerekli
planlama ve uygulama olmadan, son yıllarda
kent planlama karmaşalarının hızla artması,
―hoş geldiniz demeyen‖ bir kent çevresinin
yaratılması ile sonuçlanmıştır.
Η Λεπθσζία έρεη φκσο, πνιιέο δπλαηφηεηεο θαη
νη πνιίηεο ηεο κπνξνχλ λα αλαηξέςνπλ ηα αξλεηηθά ηεο δηαίξεζεο θαη ηα ζπζζσξεπκέλα πξνβιήκαηα. Η Λεπθσζία κπνξεί λα μαλαπνθηήζεη
ηελ αίγιε ηνπ εκπνξηθνχ – θνηλσληθνχ θαη πνιηηηζηηθνχ θέληξνπ ηνπ λεζηνχ. Σν ηζηνξηθφ θέληξν
ζπγθεληξψλεη ηφζν πινχην, ηζηνξηθφ θαη αξρηηεθηνληθφ, πνπ κπνξεί λα αληαγσληζηεί ηα ζπγθξηηηθά πιενλεθηήκαηα ησλ παξαιηαθψλ πφιεσλ
αιιά θαη άιισλ Δπξσπατθψλ ηζηνξηθψλ πφιεσλ.
Bununla birlikte, Lefkoşa‘nın birçok yeteneği
vardır ve yurttaşları, bölünmenin ve birikmiş
sorunların olumsuz etkilerini tersine çevirebilirler. Lefkoşa, adanın ticari, sosyal ve kültürel merkezi olma prestijini yeniden kazanabilir. Geleneksel çekirdek, o kadar çok tarihsel
ve mimari zenginliği birleştirmektedir ki, sahil
kentlerinin karşılaştırmalı avantajları ile, ama
ayrıca diğer tarihsel Avrupa kentlerinin avantajları ile de yarışabilir.
Αζηηθέο παξεκβάζεηο ζηελ πόιε καο,
ζηόρνη θαη αλακελόκελα απνηειέζκαηα
Kentimizde yapılan yurttaş müdahaleleri,
hedefler ve beklenilen sonuçlar
Σν θέληξν ηεο πφιεο παξνπζηάδεη έληνλεο θνηλσληθέο θαη νηθνλνκηθέο αληζφηεηεο, εκθαλείο θαη
ζην δνκεκέλν πεξηβάιινλ. Απαηηνχληαη παξεκβάζεηο γηα ηε βειηίσζε ηεο ειθπζηηθφηεηαο ηνπο
σο πεξηνρέο θαηνηθίαο αιιά θαη σο ρψξν γηα επελδχζεηο, ζε ππεξεζίεο, πνηνηηθφ ηνπξηζκφ, εθπαίδεπζε, θαηνηθία.
Kent merkezi, inşa edilmiş çevrede de görülebilen, yoğun sosyal ve ekonomik eşitsizlikler
sunmaktadır. Bu, onların ikamet edilen bölgeler ve ayrıca hizmetlere yatırım için, nitelikli
turizm, eğitim ve konut için alanlar olarak da
cazibelerini geliştirmek üzere müdahaleleri
gerektirmektedir.
Η αλαπηπμηαθή πξνζπάζεηα επηθεληξψλεηαη ζηελ
πιήξε αμηνπνίεζε ησλ ζπγθξηηηθψλ πιενλεθηεκάησλ ηνπ αζηηθνχ θέληξνπ θαη ηε κεηαηξνπή
ηνπο ζε αληαγσληζηηθά πιενλεθηήκαηα, γηα λα
απνηειέζνπλ κνρινχο αλάπηπμεο. Σα ζπγθξηηηθά
πιενλεθηήκαηα ηνπ θέληξνπ: εληφο ησλ ηεηρψλ
πφιε θαη ηζηνξηθά κλεκεία – πνιηηηζηηθή θαη αξρηηεθηνληθή θιεξνλνκηά – πεξηνρή θαηνηθίαο –
θέληξν πφιεο.
Gelişme çabası, kent merkezinin rekabet edebilen avantajlarının tam olarak kullanılması ve
gelişmede kaldıraç görevi görmeleri için, rekabet edebilen avantajlara dönüşmeleri üzerine odaklanmıştır. Kent merkezinin karşılaştırmalı avantajları şunlardır: Surlar içinde olan
kent ve tarihsel anıtları, kültürel ve mimari
miras, ikamet bölgeleri ve kent merkezi.
Σα έξγα πνπ έρνπλ νινθιεξσζεί, γίλνληαη απηή
ηε ζηηγκή θαη πξνγξακκαηίδνληαη λα γίλνπλ ζηνρεχνπλ αθξηβψο λα ζπκβάινπλ αζξνηζηηθά
ζηελ αλαβάζκηζε ησλ πεξηνρψλ ηνπ θέληξνπ,
Tamamlanmış olan projeler, uygulananlar ve
planlanma aşamasında olanlar, hepsi de,
19
groups either for self-housing or leisure.
Moreover, they are expected to activate private initiative for the creation of the necessary enterprises in the tertiary sector – conference and educational tourism – which will
provide employment opportunities for the local population.
Relevance with the EU Strategic Cohesion
Guidelines, 2007-13
The Projects are related to the following Strategic Guideline: To make Europe and its regions more competitive places for investment
and employment.
The achievement of the general strategic aim
will come through the attainment of the three
related interconnected special strategic aims
concerning the improvement of competitiveness, full and quality employment and the entrenchment of social cohesion along with the
promotion of sustainable development.
The proposed projects would contribute to the
fulfillment of the aim to create viable communities in urban areas, focusing attention on
downgraded enclaves, which are characterized by ―degraded quality of life and city functioning,‖ as well as on development perspectives. The interventions are concentrated at
upgrading the natural and manmade environment, while they aim at strengthening the
appeal of selected areas and reversing the
adverse demographic developments with
which they are faced.
Many cities in Europe have tried in recent
years to enhance their ―image‖ by using architecture among other tools.
At this moment, some of the most important
names in architecture are involved in building
projects for Nicosia, such as Zaha Hadid for
Eleftheria Square, Sir Hopkins office for the
Culture Palace, Jean Nouvel, Fielden and
Glegg for the Leventis Gallery, etc. Along with
them, groundbreaking young Cypriot architects have won competitions for other public
buildings, such as the new parliament building, the new Town Hall, the national theatre,
etc.
Shaping Modern Strategic Development
The conditions for local/regional development
have changed. The relevant policy can no
longer be based simply on providing ‗hard‘
infrastructure, but also on creating innovative
environment through ‗incorporeal‘ infrastructure for the human, environmental and cultural resources of an area, enabling the latter
to apply its capabilities.
We have come to realize that innovative policies are needed in order to escape from the
20
merkezdeki bölgelerin kültürel, estetik ve işleyiş açısından bir üst dereceye çıkmasına,
eklenerek artan tam bir katkıda bulunmayı ve
ayrıca sosyal açıdan aktif olan grupları, kendi
konutlarını yapma veya dinlenme için
cezbetmeyi amaçlamaktadır.
αηζζεηηθά θαη ιεηηνπξγηθά θαη λα πξνζειθχζνπλ
θνηλσληθά δξαζηήξηεο νκάδεο είηε γηα ηδηνθαηνίθεζε, είηε γηα ςπραγσγία.
Δπηπιένλ αλακέλεηαη λα ελεξγνπνηήζνπλ ηελ
ηδησηηθή πξσηνβνπιία γηα ηε δεκηνπξγία θαηάιιεισλ επηρεηξήζεσλ ηνπ ηξηηνγελή ηνκέα - ζπλεδξηαθφο θαη εθπαηδεπηηθφο ηνπξηζκφο - νη νπνίεο ζα απνηειέζνπλ πεγή απαζρφιεζεο γηα
ηνλ ηνπηθφ πιεζπζκφ.
Bunun da ötesinde, bunların, üçüncü kesimde
–konferans ve eğitim turizmi- ki bu da yerel
nüfus için iş olanakları sağlayacaktır, gerekli
olan işletmelerin oluşturulması için özel girişimi harekete geçirmeleri beklenmektedir.
΢πλάθεηα κε ηηο ΢ηξαηεγηθέο Καηεπζπληήξηεο Γξακκέο ηεο ΕΕ γηα ηε ΢πλνρή, 2007–13
2007-13 AB Stratejik Uyum Kılavuzu
ile İlişki
Σα Έξγα ζπλδένληαη κε ηελ πην θάησ ΢ηξαηεγηθή
Καηεπζπληήξηα Γξακκή: Να γίλεη ε Δπξψπε θαη
νη πεξηθέξεηέο ηεο πην ειθπζηηθνί ηφπνη γηα επελδχζεηο θαη απαζρφιεζε.
Projeler, şu Stratejik Kılavuz ile ilgilidir: Avrupa‘yı ve bölgelerini, yatırım ve istihdam için
daha rekabetçi mekânlar haline getirmek.
Η επίηεπμε ηνπ γεληθνχ ζηξαηεγηθνχ ζηφρνπ ζα
πξνέιζεη απφ ηελ επίηεπμε ησλ ηξηψλ επηκέξνπο
αιιειέλδεησλ εηδηθψλ ζηξαηεγηθψλ ζηφρσλ πνπ
αθνξνχλ ζηε βειηίσζε ηεο αληαγσληζηηθφηεηαο,
ηελ πιήξε θαη πνηνηηθή απαζρφιεζε θαη εκπέδσζε ηεο θνηλσληθήο ζπλνρήο θαη ηελ πξνψζεζε
ηεο αεηθφξνπ αλάπηπμεο.
Genel stratejik hedefin kazanılması, birbiri ile
ilgili ve ilişkili olan özel stratejik hedeflerin
kazanılması ile gerçekleşecektir. Bu hedefler
şunlarla ilgilidir: Rekabet edebilirliğin gelişmesi, tam ve nitelikli istihdam ve sürdürülebilir gelişmenin teşviki ile birlikte sosyal uyumun güçlendirilmesi.
Σα πξνηεηλφκελα έξγα ζπκβάινπλ ζην ζηφρν γηα
ηε δεκηνπξγία βηψζηκσλ θνηλνηήησλ ζηηο αζηηθέο
πεξηνρέο, εζηηάδνληαο ηελ πξνζνρή ζηνπο ππνβαζκηζκέλνπο ζχιαθεο πνπ ζπγθεληξψλνπλ ηφζν
ραξαθηεξηζηηθά ππνβαζκηζκέλεο πνηόηεηαο δωήο
θαη ιεηηνπξγίαο ηεο πόιεο φζν θαη κε πξννπηηθέο
αλάπηπμεο. Οη παξεκβάζεηο επηθεληξψλνληαη
ζηελ αλαβάζκηζε ηνπ θπζηθνχ θαη αλζξσπνγελνχο πεξηβάιινληνο θαη απνζθνπνχλ ζηελ ελίζρπζε ηεο ειθπζηηθφηεηαο επηιεγκέλσλ πεξηνρψλ θαη ζηελ αληηζηξνθή ησλ δπζκελψλ δεκνγξαθηθψλ εμειίμεσλ πνπ αληηκεησπίδνπλ.
Önerilen projeler, dikkati ―bozulmuş yaşam
kalitesi ve kent işleyişi‖ ile nitelendirilen, düzeyi düşmüş enklavlar üzerine olduğu gibi,
gelişme perspektifleri üzerine de odaklayarak,
kentsel bölgelerde yaşayabilir toplumlar yaratma hedefinin yerine getirilmesine katkıda
bulunacaktır. Müdahaleler, doğal çevrenin ve
insanların yaptığı çevrenin düzeyini yükseltmeye yoğunlaşırken, seçilmiş bölgelerin cazibesini güçlendirmeyi ve karşı karşıya kaldıkları ters demografik gelişmeleri geri döndürmeyi hedeflemektedir.
Πνιιέο πφιεηο ηεο Δπξψπεο ηα ηειεπηαία ρξφληα
πξνζπάζεζαλ λα εληζρχζνπλ ηελ «εηθφλα» ηνπο
ρξεζηκνπνηψληαο ζαλ εξγαιείν κεηαμχ άιισλ
θαη ηελ αξρηηεθηνληθή.
Avrupa‘da birçok kent, son yıllarda, başka
araçlar arasından mimariyi kullanarak, kendi
‖imaj‖larını büyütmeye çalışmışlardır.
Απηή ηε ζηηγκή αξθεηά απφ ηα ζεκαληηθφηεξα
νλφκαηα ηεο αξρηηεθηνληθήο ζηνλ θφζκν ζρεδηάδνπλ θηίξηα γηα ηε Λεπθσζία, φπσο ε Zaha
Hadid, ην γξαθείν ηνπ sir Hopkins γηα ην κέγαξν
πνιηηηζκνχ, ν Jean Nouvel, νη Fielden and Glegg
γηα ηελ πηλαθνζήθε Λεβέληε θιπ. Κνληά ζε απηνχο, λένη πξσηνπνξηαθνί Κχπξηνη αξρηηέθηνλεο
θέξδηζαλ δηαγσληζκνχο γηα άιια δεκφζηα θηίξηα
φπσο ην λέν θηίξην ηεο βνπιήο, ηα λέα γξαθεία
ηνπ Γήκνπ, ην θξαηηθφ ζέαηξν θιπ.
Şu anda, mimarideki en önemli isimlerin bazıları, Lefkoşa için projeler inşa etmektedirler.
Örneğin Elefteria Meydanı için Zaha Hadid,
Kültür Sarayı için Sir Hopkins‘in Bürosu,
Leventis Galerisi için Jean Nouvel, Fielden ve
Glegg, vs gibi. Bunların yanında çığır açan
genç Kıbrıslı mimarlar da, yeni Parlamento
Binası, yeni Belediye Binası, Ulusal Tiyatro
Binası vd gibi başka kamu binaları için açılan
yarışmaları kazanmış bulunmaktadırlar.
Δηακόξθσζε ΢ύγρξνλσλ ΢ηξαηεγηθώλ
Αλάπηπμεο
Çağdaş Stratejik Gelişmeyi Şekillendirme
Οη ζπλζήθεο γηα ηελ ηνπηθή / πεξηθεξεηαθή αλάπηπμε έρνπλ αιιάμεη. Η ζρεηηθή πνιηηηθή δελ
κπνξεί λα ζηεξίδεηαη πιένλ απιψο ζηελ παξνρή
‗ζθιεξψλ‘ ππνδνκψλ, αιιά ζηε δεκηνπξγία πεξηβάιινληνο θαηλνηνκίαο κέζσ ‗απιψλ‘ ππνδνκψλ
ζηνπο αλζξψπηλνπο, πεξηβαιινληηθνχο θαη πνιηηηζηηθνχο πφξνπο κηαο πεξηνρήο, πξάγκα πνπ ζα
θαηαζηήζεη ηελ ηειεπηαία ηθαλή λα πινπνηήζεη
ηηο δπλαηφηεηέο ηεο.
Yerel / bölgesel gelişmenin koşulları değişmiştir. İlgili politika, artık sadece ―katı‖ alt
yapı sağlama temeli üzerine kurulamaz. Fakat
ayrıca, bir bölgenin insan, çevre ve kültür
kaynakları için ―manevi‖ alt yapı yoluyla, o
bölgenin kendi yeteneklerini uygulamasına
olanak sağlayarak yenilikçi bir çevre yaratmakla olur.
21
beaten track and bring about a dynamic reversal of the prevailing situation.
One of our aims for Nicosia is to reinforce the
role of the capital‘s centre and restore its old
prestige. This is a challenge that calls for
manifold objectives and broad cooperation.
There is a need to attract developments that
make the most of its advantages and establish it as the epicentre of administrative, economic and cultural functions.
In order to encourage new developments and
utilize available vacant space, the Municipality
has worked out proposals for increased building density. The processing of these proposals
was carried out in cooperation with our crossscientific team of consultants, in the context
of the modification process of the local Master
Plan. The promoting of new developments has
been considered in conjunction with the need
to upgrade the environmental quality of the
Civic Centre.
Another objective requiring coordinated efforts for a positive outcome to take place has
to do with the speeding up of major town
planning projects, mainly in the civic centre
within the walls. The functions envisaged can
modernize the urban environment, enriching
its attractiveness and promotion. It is therefore urgent to place them within a strict deadline.
Fortified cities: Past, Present and Future
Following the establishment of the Republic of
Cyprus, Nicosia became the administrative,
financial and cultural centre of an independent
state and developed into a modern city with
its historical centre coming under intense
pressure for changes to its historical urban
fabric.
The Nicosia Municipality through the Nicosia
Master Plan cooperated closely with representatives of the Turkish Cypriot community as
early as 1979 for the strategic development of
the city as a whole, laying emphasis on policies to rejuvenate the historical centre. Today,
Nicosia Municipality is implementing redesigning projects for entire areas of the city within
the walls, such as the Taktakalas and the old
Town Hall areas, as well as to the west side of
the town, aiming at the improvement of the
built environment , while in parallel it is working on projects for the provision of social services, like the nursery, the multi-workshop
centre and the Youth Hostel in Chrysaliniotissa, the Multifunctional Municipal centre
and the old people‘s home, the Children‘s
Education Centre at the Municipal Arts Centre,
the drama workshop, the city theatre etc.
It is accepted by now and I hope it will gradu-
22
Έρνπκε ζπλεηδεηνπνηήζεη πσο γηα λα μεθχγνπκε
απφ ηα ηεηξηκκέλα θαη λα δεκηνπξγήζνπκε κία
δπλακηθή αλαηξνπή ηεο πθηζηάκελεο θαηάζηαζεο ρξεηάδνληαη θαηλνηφκεο πνιηηηθέο.
Sık sık kullanılan aşınmış yoldan kaçmak ve
var olan durumu dinamik bir biçimde tersine
döndürmek için, yenilikçi politikalara ihtiyaç
duyulduğunu anlamaya başladık.
Έλαο απφ ηνπο ζηφρνπο καο γηα ηε Λεπθσζία,
είλαη λα ελδπλακψζνπκε ην ξφιν ηνπ θέληξνπ
ηεο πξσηεχνπζαο θαη λα ην επαλαθέξνπκε ζηελ
παιηά ηνπ αίγιε. Η πξφθιεζε απηή πξνυπνζέηεη
πνιχπιεπξνπο ζηφρνπο θαη πιαηηέο ζπλεξγαζίεο.
Lefkoşa için hedeflerimizden biri, başkentin
merkezi olarak rolünü güçlendirmek ve eski
prestijini yeniden kazandırmaktır. Bu, çok
yönlü hedefler ve geniş işbirliğini gerektiren,
bir meydan okumadır.
Υξεηάδεηαη πξνζέιθπζε αλαπηχμεσλ πνπ αμηνπνηνχλ ηα πιενλεθηήκαηα ηνπ θαη ην εδξαηψλνπλ
ζαλ ην επίθεληξν ησλ δηνηθεηηθψλ, νηθνλνκηθψλ
θαη πνιηηηζηηθψλ ιεηηνπξγηψλ.
Avantajlarının en fazlasını kullanan gelişmeleri cezbetme ve onu yönetim, ekonomi ve kültürel açılardan işleyişin merkez noktası haline
getirme ihtiyacı vardır.
Γηα ηελ ελζάξξπλζε λέσλ αλαπηχμεσλ θαη αμηνπνίεζε θελψλ δηαζέζηκσλ ρψξσλ, ν Γήκνο επεμεξγάζηεθε πξνηάζεηο απμεκέλεο νηθνδνκηθήο
ππθλφηεηαο. Η επεμεξγαζία απηψλ ησλ πξνηάζεσλ έγηλε ζε ζπλεξγαζία κε δηεπηζηεκνληθή νκάδα ζπκβνχισλ καο ζηα πιαίζηα ηεο δηαδηθαζίαο ηξνπνπνίεζεο ηνπ Σνπηθνχ ΢ρεδίνπ. Η πξνψζεζε λέσλ αλαπηχμεσλ έρεη ηδσζεί ζε ζπλάξηεζε κε ηελ αλάγθε αλαβάζκηζεο ηεο πεξηβαιινληηθήο πνηφηεηαο ηνπ Αζηηθνχ Κέληξνπ.
Belediye, yeni gelişmeleri teşvik etmek ve işe
yarar boş mekânları kullanmak üzere, artan
bina yoğunluğu için önerilerini hazırlamıştır.
Bu önerilerin sıralanması, yerel Master Plan‘ın
değiştirilmesi süreci bağlamında, karşılıklı bilimsel danışmanlar ekibinin işbirliği ile yapılmıştır. Yeni gelişmelerin teşvik edilmesi, Kent
Merkezi‘nin çevresel niteliğinin düzeyini artırma ihtiyacı ile bağlantılı olarak düşünülmüştür.
Έλαο άιινο ζηφρνο γηα ηελ επηηπρία ηνπ νπνίνπ
ρξεηάδνληαη ζπληνληζκέλεο πξνζπάζεηεο είλαη
απηφο ηεο επηηάρπλζεο ηεο πξαγκαηνπνίεζεο
ησλ κεγάισλ πνιενδνκηθψλ έξγσλ θπξίσο ζην
ηκήκα ηνπ αζηηθνχ θέληξνπ εθηφο ησλ ηεηρψλ. Οη
ιεηηνπξγίεο πνπ πξνγξακκαηίζηεθαλ κπνξνχλ λα
εθζπγρξνλίζνπλ ην αζηηθφ πεξηβάιινλ, λα εκπινπηίζνπλ ηελ ειθπζηηθφηεηα θαη πξνβνιή
ηνπ. Δπνκέλσο επείγεη λα εληαρζνχλ θάησ απφ
έλα απζηεξφ ρξνλνδηάγξακκα.
Yer alacak olumlu bir sonuç için eşgüdümlü
çalışmaları gerektiren bir başka hedef, önemli
kent planlama projelerinin, daha çok surlar
içindeki kent merkezindeki projelerin hızlandırılması ile ilgilidir. Öngörülmüş olan işleyişler,
kentsel çevreyi çağdaşlaştırabilir, kentin cazibesini ve teşvik edilmesini artırabilir. O nedenle, onlara kesin bir zaman sınırı koymak
kaçınılmazdır.
Ορπξσκέλεο Πόιεηο:
Παξειζόλ, Παξόλ θαη Μέιινλ
Güçlendirilmiş kentler:
Geçmiş, Şimdi ve Gelecek
Μεηά ηελ εγθαζίδξπζε ηεο Κππξηαθήο Γεκνθξαηίαο ε Λεπθσζία εμειίζζεηαη ζην δηνηθεηηθφ, νηθνλνκηθφ θαη πνιηηηζηηθφ θέληξν ελφο αλεμάξηεηνπ θξάηνπο θαη αλαπηχζζεηαη ζε κηα ζχγρξνλε
πφιε, κε ην ηζηνξηθφ ηεο θέληξν λα ππφθεηηαη ζε
έληνλεο πηέζεηο γηα αιιαγέο ζηνλ ηζηνξηθφ πνιενδνκηθφ ηζηφ.
Lefkoşa, Kıbrıs Cumhuriyeti‘nin kurulmasını
izleyen yıllarda, bağımsız bir devletin yönetimsel, parasal ve kültürel merkezi haline geldi ve çağdaş bir kent haline dönüşürken, tarihsel merkezi de, tarihsel kent dokusunun
değişikliklere uğraması için yoğun baskı altında kaldı.
Ο Γήκνο Λεπθσζίαο, κέζα απφ ην Δληαίν Ρπζκηζηηθφ ΢ρέδην Λεπθσζίαο, ήδε απφ ην 1979, ζπλεξγάδεηαη ζηελά κε ηνπο εθπξνζψπνπο ηεο
ηνπξθνθππξηαθήο θνηλφηεηαο, γηα κηα ζηξαηεγηθή
αλάπηπμεο ηεο πφιεο σο ζχλνιν, δίλνληαο
έκθαζε ζηηο πνιηηηθέο αλαδσνγφλεζεο ηνπ ηζηνξηθνχ ηεο θέληξνπ. ΢ήκεξα ν Γήκνο Λεπθσζίαο
πινπνηεί έξγα αλάπιαζεο νιφθιεξσλ πεξηνρψλ
ζηελ εληφο ησλ ηεηρψλ πφιε, φπσο ζηηο πεξηνρέο
Σαρηαθαιά θαη Παιηνχ Γεκαξρείνπ θαη δπηηθά
ηεο πφιεο, κε ζηφρν ηε βειηίσζε ηνπ δνκεκέλνπ
πεξηβάιινληνο ελψ παξάιιεια εθπνλεί έξγα
πξνζθνξάο θνηλσληθψλ ππεξεζηψλ, φπσο ην λεπηαγσγείν, ην πνιπεξγαζηεξηαθφ θέληξν θαη ηνλ
Ξελψλα λέσλ ζηε Υξπζαιηληψηηζζα, ην Πνιπδχλακν Γεκνηηθφ Κέληξν ζην παιηφ γεξνθνκείν, ην
Κέληξν Δθπαίδεπζεο Παηδηψλ ζην Γεκνηηθφ Κέληξν Σερλψλ, ην ζεαηξηθφ εξγαζηήξη θαη ην ζέαηξν πφιεο θ.α.
Lefkoşa Belediyesi, Lefkoşa Master Planı aracılığıyla, daha 1979 yılında, kentin bir bütün
olarak gelişmesi için, tarihsel merkezin yeniden canlandırılmasına yönelik politikalar üzerine vurgu yaparak, Kıbrıs Türk toplumunun
temsilcileri ile yakın bir işbirliği yaptı. Lefkoşa
Belediyesi bugün, Tahtakala ve eski Belediye
Binası bölgeleri gibi, surlar içi kentin bütün
bölgeleri için olduğu gibi, kentin batı kısmına
doğru da, yeniden tasarım projelerini uygulamaktadır. Burada amaçlanan, inşa edilmiş
çevrenin geliştirilmesidir. Buna paralel olarak
da, anaokulu, çok amaçlı atölye merkezi gibi
sosyal hizmetler, Hrisaliniyotissa‘da bir Gençlik Yurdu, Çok Fonksiyonlu Belediye Merkezi
ve Yaşlılar Evi, Belediye Sanat Merkezi‘nde
23
ally become more widely realized, that the
role of archaeological sites and historical
monuments in general is not confined merely
to that of historical testimony, but it is also
expanded so that the material expression of
historical memory may become a specially
significant element for the enrichment of the
contemporary urban fabric. In other words,
the built environment of the past constitutes a
crucial reference point of how we perceive the
organizing of the modern built space and it is
offered as a nucleus for various stimulations
for the citizen and manifold functions in the
modern environment.
In my opinion, reuse is necessary for the incorporation of the monument in the modern
environment as a living organism and not just
because of what it is; it should be underlined
that in parallel with the merger of antiquities
as structural elements in a modern fabric, it is
also necessary to incorporate them in the social and economic life.
Planning a Modern Capital
The people‘s way and quality of life are defined by the city as a social, economic, cultural and natural entity. Man is the active
agent of development within the city and of
the natural development of the city itself. He
is the one to sustain both the positive and
negative effects of development choices.
The emphasis given by the urban planning of
previous decades to the natural dimension of
the development of our cities, the disregard of
social parameters and the consequences of
this, as well as the lack of participation procedures for the wider sections of society, has led
to the reproduction of inequalities and problems.
Today, the driving powers of competitiveness
and feasible development are considered to
be the quality of life, the natural environment,
innovation, social solidarity and inclusion, cultural activities and services, the wide participation in these, the protection and innovative
highlighting of the built environment of the
past and its incorporatioin, as a living organism, in that of the present. And these are the
factors that we have a duty to project.
We want an evenly developed city that will
locate its functions according to the collective
interest; a city that would be recognized as
the centre of administrative, economic and
cultural functions; a city that will not be dominated by the car but will feature extensive
pedestrian areas, bicycle network and advanced means of passenger transport together with a plan for controlled parking; a
city with quality characteristics that respects
24
Çocuklar için Eğitim Merkezi, Drama Atölyesi,
Kent Tiyatrosu vd öngören projeler üzerinde
çalışmaktadır.
Δίλαη πιένλ απνδεθηφ, θαη ειπίδσ βαζκηαία επξχηεξα ζπλεηδεηφ, ην φηη ν ξφινο ησλ αξραηνινγηθψλ ρψξσλ θαη ελ γέλεη ησλ ηζηνξηθψλ κλεκείσλ
δελ πεξηνξίδεηαη απιά θαη µφλν ζηε καξηπξία ηεο
ηζηνξίαο, αιιά δηεπξχλεηαη έηζη ψζηε ε πιηθή
έθθξαζε ηεο ηζηνξηθήο κλήκεο λα απνηειεί εμαηξεηηθήο ζεκαζίαο ζηνηρείν εκπινπηηζκνχ ελφο
ζχγρξνλνπ πνιενδνκηθνχ ηζηνχ. Με άιια ιφγηα,
ην δνκεκέλν πεξηβάιινλ ηνπ παξειζφληνο, απνηειεί θαίξην ζεκείν αλαθνξάο ζην πσο αληηιακβαλφκαζηε ηελ νξγάλσζε ηνπ ζχγρξνλνπ δνκεκέλνπ ρψξνπ θαη πξνζθέξεηαη σο ππξήλαο πνηθίισλ εξεζηζκάησλ γηα ηνλ πνιίηε θαη ζχλζεησλ
ιεηηνπξγηψλ ζην ζχγρξνλν πεξηβάιινλ.
Şimdilerde kabul edilmiştir ve sanıyorum yavaş yavaş daha yaygın olarak anlaşılacaktır
ki, arkeolojik alanlar ve genel olarak tarihsel
anıtların rolü, sadece tarihsel tanıklık ile sınırlı
değildir, fakat ayrıca, şu şekilde genişletilebilir: Tarihsel hafızanın maddesel olarak ifadesi,
çağdaş kent dokusunun zenginleştirilmesi
için, özel olarak önemli bir unsur haline gelebilir. Bir başka deyişle, geçmişin inşa edilmiş
çevresi, çağdaş inşa edilmiş mekânın düzenlenmesini nasıl algıladığımızla ilgili önemli bir
referans noktası oluşturmakta ve çağdaş çevre içinde, yurttaş ve çok yönlü fonksiyonlar
için çeşitli uyarılar amacıyla bir çekirdek olarak sunulmaktadır.
Η επαλάρξεζε είλαη απαξαίηεηε, θαηά ηελ
άπνςε κνπ, γηα ηελ έληαμε ηνπ κλεκείνπ ζην
ζχγρξνλν πεξηβάιινλ σο δσληαλνχ νξγαληζκνχ
θαη φρη κφλν σο εθζέκαηνο, ππνγξακκίδνληαο
φηη, παξάιιεια µε ηελ έληαμε ησλ αξραηνηήησλ
σο δνκηθψλ ζηνηρείσλ ζ' έλα ζχγρξνλν ηζηφ, είλαη απαξαίηεηε θαη ε έληαμή ηνπο ζηελ θνηλσληθή θαη νηθνλνκηθή δσή ηνπ ζπλφινπ.
Benim fikrime göre, yeniden kullanım, anıtın
çağdaş çevre içinde yaşayan bir yapı olarak
katılması için gereklidir ve bu sadece anıt olduğu için değil, çağdaş bir doku içinde yapısal
unsurlar olarak, eski eserlerin birleşmesi ile
paralel olması gerektiğinin altı çizilmelidir.
Ayrıca onları, sosyal ve ekonomik yaşamın
içine katmak gerekmektedir.
΢ρεδηάδνληαο Μηα ΢ύγρξνλε Πξσηεύνπζα
Ο ηξφπνο θαη ε πνηφηεηα δσήο ησλ αλζξψπσλ
θαζνξίδνληαη απφ ηελ πφιε σο θνηλσληθή, νηθνλνκηθή, πνιηηηζηηθή θαη θπζηθή νληφηεηα. Ο
Άλζξσπνο είλαη ν ελεξγφο θνξέαο ηεο αλάπηπμεο κέζα ζηελ πφιε θαη ηεο θπζηθήο αλάπηπμεο
ηεο ίδηαο ηεο πφιεο. Δίλαη απηφο πνπ πθίζηαηαη
ηηο ζεηηθέο θαη αξλεηηθέο επηπηψζεηο ησλ επηινγψλ αλάπηπμεο.
Çağdaş Bir Başkenti Planlama
İnsanların yaşama şekli ve kalitesi, kent tarafından bir sosyal, ekonomik, kültürel ve doğal
varlık olarak tanımlanmaktadır. İnsan, kent
içinde gelişmenin ve kentin kendisinin doğal
gelişmesinin aktif temsilcisidir. O, gelişme
tercihlerinin hem olumlu, hem de olumsuz
etkilerini sürdürendir.
Η έκθαζε πνπ δφζεθε, απφ ηνπο πνιενδνκηθνχο
ζρεδηαζκνχο ησλ πξνεγνχκελσλ δεθαεηηψλ, ζηε
θπζηθή δηάζηαζε ηεο αλάπηπμεο ησλ πφιεσλ
καο, ε παξαγλψξηζε ησλ θνηλσληθψλ παξακέηξσλ θαη ηεο επίδξαζεο ηνπο, θαζψο θαη ε απνπζία δηαδηθαζηψλ ζπκκεηνρήο επξχηεξσλ ηκεκάησλ ηεο θνηλσλίαο, νδήγεζε ζηελ αλαπαξαγσγή
ησλ αληζνηήησλ θαη ησλ πξνβιεκάησλ.
Önceki onyıllarda kent planlaması tarafından,
kentlerimizin gelişmesinin doğal boyutlarına
yapılan vurgu, sosyal parametrelerin ve bunun sonuçlarının önemsenmemesi, bunların
yanında toplumun daha geniş kesimleri için
katılım işlemlerinin olmayışı, eşitsizlikler ve
sorunların yeniden üretilmesine yol açmıştır.
΢ήκεξα θηλεηήξηεο δπλάκεηο ηεο αληαγσληζηηθφηεηαο θαη ηεο βηψζηκεο αλάπηπμεο ζεσξνχληαη ε
πνηφηεηα δσήο, ην θπζηθφ πεξηβάιινλ, ε θαηλνηνκία, ε θνηλσληθή αιιειεγγχε θαη έληαμε, νη
πνιηηηζηηθέο δξαζηεξηφηεηεο θαη ππεξεζίεο θαη ε
επξεία ζπκκεηνρή ζε απηέο, ε πξνζηαζία θαη επξεκαηηθή αλάδεημε ηνπ δνκεκέλνπ πεξηβάιινληνο ηνπ παξειζφληνο, θαη ε έληαμή ηνπ, σο δσληαλνχ νξγαληζκνχ ζην ζχγρξνλν. Καη απηνχο
ηνπο παξάγνληεο είλαη πνπ νθείινπκε λα αλαδείμνπκε.
Bugün, rekabet edebilirlik ve mümkün olan
gelişmenin itici güçleri, yaşam kalitesi, doğal
çevre, yenilikçilik, sosyal dayanışma ve içine
alma, kültürel etkinlikler ve hizmetler, bunlarda geniş katılım, geçmişin inşa edilmiş çevresinin korunması ve yenilikçi bir biçimde öne
çıkarılması ve günümüzde var olanla yaşayan
bir organizma gibi birleştirilmesi olarak düşünülmektedir.
Θέινπκε κηα πφιε ηζφξξνπα αλαπηπγκέλε πνπ
ζα ρσξνζεηεί ηηο ιεηηνπξγίεο ηεο κε γλψκνλα ην
ζπιινγηθφ ζπκθέξνλ. Μηα πφιε πνπ ζα αλαγλσξίδεηαη σο ην επίθεληξν ησλ δηνηθεηηθψλ, νηθνλνκηθψλ θαη πνιηηηζηηθψλ ιεηηνπξγηψλ. Μηα πφιε
πνπ δελ ζα θπξηαξρείηαη απφ ην απηνθίλεην αιιά ζα έρεη εθηεηακέλεο πεδνδξνκήζεηο, δίθηπν
πνδειαηνδξφκσλ θαη αλεπηπγκέλα κέζα καδηθήο κεηαθνξάο θαη ζρέδην ειεγρφκελεο ζηάζκεπζεο. Μηα πφιε κε πνηνηηθά ραξαθηεξηζηηθά,
Kolektif ilgiye göre fonksiyonlarını yerleştirecek ve eşit şekilde gelişmiş bir kent istiyoruz.
Öyle bir kent ki, yönetimsel, ekonomik ve
kültürel fonksiyonların bir merkezi olarak tanınacak. Öyle bir kent ki, arabalar hakim olacak, ama yaygın yaya bölgeleri, denetlenen
park yerleri ile birlikte bisiklet şebekesi ve
yolcu taşımak için gelişmiş araçlar sunacak.
25
man, the natural environment and our cultural
heritage.
Large part of the Nicosia Municipality is geographically and historically the centre of the
wider Nicosia area. In order for it to regain
this role we aim at attracting new developments and new inhabitants, while improving
the quality of the built and natural environment, speeding up the implementation of big
urban projects mainly in the civic centre, as
well as connecting the area functionally with
the other municipalities.
This challenge requires multifaceted aims and
broad synergies, it requires flexible mechanisms of implementing development, smart
financing motives for activating the private
sector, finding the suitable cooperation models between the public and the private sector.
We want a modern city that participates in the
European endeavour and builds the prospect
of reunification; a city that preserves its heritage and at the same time creates modern
landmarks; a city the citizens of which will
have the first word.
We can synchronize with the innovations provided by the society of knowledge. We can
combine the esthetics of the image with the
living and creative presence of its human resources.
We want a city that identifies with culture and
art; a city that constitutes the centre of the
intellectual creativity and civilization of Cyprus, respecting its tradition and history; a
city that celebrates the men of letters and artistic creativity.
We want a city where everybody would live in
conditions of safety; a city to become an open
multicultural society, economically sound and
effective, socially secure and attractive; a city
that would provide employment, offer investment possibilities and be friendly to its inhabitants.
This is its greatest wealth: people will always
be attracted by its depth, age and vast variety. But riches itself calls for different handling, since times change.
First, promote what is unique. There are
pavements which are ideal for walkers and
local tastes that are wonderful and unusual.
Architecture, urban planning, economic and
cultural programming as well as modern advertising techniques, contribute to the understanding of a place and must be taken into
consideration in the relevant decisions.
26
Öyle bir kent ki, insana, doğal çevreye ve kültürel mirasımıza saygı duyacak nitelik özellikleri olacak.
κε ζεβαζκφ ζηνλ άλζξσπν, ην θπζηθφ πεξηβάιινλ θαη ηελ πνιηηηζηηθή καο θιεξνλνκηά.
Μεγάιν κέξνο ηεο πεξηνρήο ηνπ Γήκνπ Λεπθσζίαο, είλαη γεσγξαθηθά θαη ηζηνξηθά ην θέληξν ηεο
επξχηεξεο πεξηνρήο Λεπθσζίαο. Γηα λα επαλαθηήζεη ην ξφιν απηφ ζηνρεχνπκε ζηελ πξνζέιθπζε λέσλ αλαπηχμεσλ θαη λέσλ θαηνίθσλ, ζηε
βειηίσζε ηεο πνηφηεηαο ηνπ θηηζηνχ θαη θπζηθνχ
πεξηβάιινληνο, ζηελ επηηάρπλζε ηεο πξαγκαηνπνίεζεο ησλ κεγάισλ πνιενδνκηθψλ έξγσλ θπξίσο ζην αζηηθφ θέληξν θαζψο επίζεο θαη ζηε ιεηηνπξγηθή ζχλδεζε ηεο πεξηνρήο κε ηνπο άιινπο
δήκνπο.
Lefkoşa Belediyesinin büyük bir kısmı, coğrafik ve tarihsel olarak daha geniş Lefkoşa bölgesinin merkezindedir. Onun bu rolü yeniden
kazanması için, yeni gelişmeleri ve yeni sakinleri cezbetmesini amaçlamaktayız. Bu arada inşa edilmiş çevre ile doğal çevrenin niteliğini geliştirirken, daha çok kent merkezindeki
büyük kent projelerinin uygulanmasını hızlandırmakta ve ayrıca bölgeyi, diğer belediyelerle fonksiyonel olarak bağlamaktayız.
Η πξφθιεζε απηή πξνυπνζέηεη πνιχπιεπξνπο
ζηφρνπο θαη πιαηηέο ζπλεξγαζίεο, πξνυπνζέηεη
επέιηθηνπο κεραληζκνχο εθαξκνγήο ηεο αλάπηπμεο, έμππλα ρξεκαηνδνηηθά θίλεηξα γηα ελεξγνπνίεζε ηνπ ηδησηηθνχ ηνκέα, εμεχξεζε ησλ θαηάιιεισλ κνληέισλ ζπλεξγαζίαο ηνπ δεκφζηνπ ηνκέα κε ηνλ ηδησηηθφ.
Bu meydan okuma, çok yönlü hedefler ve geniş sinerjiyi gerektirmektedir. Gelişmeyi uygularken esnek mekanizmalara, kamu ve özel
kesim arasında uygun işbirliği modellerini bulmada, özel kesimi harekete geçirmek için zeki
finansman motiflerine ihtiyaç duyulmaktadır.
Θέινπκε κηα πφιε ζχγρξνλε, πνπ λα ζπκκεηέρεη
ζην Δπξσπατθφ γίγλεζζαη θαη λα νηθνδνκεί ηελ
πξννπηηθή ηεο επαλέλσζεο. Μηα πφιε πνπ λα ζπληεξεί ηελ θιεξνλνκηά ηεο θαη ηαπηφρξνλα λα
δεκηνπξγεί ζχγρξνλα ζεκεία αλαθνξάο. Μηα πφιε
ηεο νπνίαο νη δεκφηεο ζα έρνπλ ηνλ πξψην ιφγν.
Avrupa‘nın uğraşına katılan, yeniden birleşme
beklentisini inşa eden, çağdaş bir kent istiyoruz. Mirasını koruyan ve aynı zamanda çağdaş dönüm noktaları oluşturan bir kent. Yurttaşları, ilk söze sahip olacak olan bir kent.
Bilgi toplumu tarafından sağlanan yenilikler
ile eşzamanlı olarak gidebiliriz. İmajın estetiğini, onun insan kaynaklarının yaşayan ve
yaratıcı varlığı ile birleştirebiliriz.
Μπνξνχκε λα ζπγρξνληζηνχκε κε ηηο θαηλνηνκίεο
πνπ παξέρεη ε θνηλσλία ηεο γλψζεο. Να ζπληαηξηάζνπκε ηελ αηζζεηηθή ηεο εηθφλαο κε ηε δσληαλή θαη δεκηνπξγηθή παξνπζία ηνπ αλζξψπηλνπ
δπλακηθνχ ηεο.
Kültür ve sanat ile kendini özdeşleştiren bir
kent istiyoruz. Kıbrıs‘ın entelektüel yaratıcılığının merkezini ve Kıbrıs uygarlığını oluşturan, kendi gelenek ve tarihine saygı duyan bir
kent. Edebiyat insanlarını ve sanatsal yaratıcılığı kutlayan bir kent.
Θέινπκε κηα πφιε πνπ λα είλαη ηαπηφζεκε κε ηνλ
πνιηηηζκφ θαη ηελ ηέρλε. Μηα πφιε πνπ λα απνηειεί ην θέληξν ηεο πλεπκαηηθήο δεκηνπξγίαο θαη
ηνπ πνιηηηζκνχ ηεο Κχπξνπ, πνπ λα ζέβεηαη ηελ
παξάδνζε θαη ηελ ηζηνξία ηεο. Να αλαδείμεη ηνπο
αλζξψπνπο ηνπ πλεχκαηνο θαη ηεο θαιιηηερληθήο
δεκηνπξγίαο.
Herkesin güvenlik koşulları içinde yaşayacağı
bir kent istiyoruz. Açık, çok kültürlü toplum
haline gelecek, ekonomik açıdan güçlü ve etkin, sosyal açıdan emin ve cazip bir kent. İstihdam sağlayacak, yatırım olanakları sunacak ve sakinlerine dostça davranacak bir
kent.
Θέινπκε κηα πφιε πνπ φινη λα δνχκε ζε ζπλζήθεο
αζθάιεηαο. Να γίλεη κηα αλνηθηή πνιχπνιηηηζκηθή
θνηλσλία, νηθνλνκηθά ηζρπξή θαη απνηειεζκαηηθή,
θνηλσληθά αζθαιήο θαη ειθπζηηθή. Μηα πφιε πνπ
λα πξνζθέξεη απαζρφιεζε, λα δίλεη ηηο δπλαηφηεηεο επελδχζεσλ θαη λα είλαη θηιηθή ζηνπο θαηνίθνπο ηεο.
Bu onun en büyük serveti olacak: Halk onun
derinliği, yaşı ve engin çeşitliliği tarafından
cezbedilecek. Ama zaman değiştiği için, zenginliklerin kendisi de, farklı bir bakım istemektedir.
Απηφο είλαη ν κεγαιχηεξνο πινχηνο ηεο: ν θφζκνο
πάληα ζα ειθχεηαη απφ ην βάζνο, ηελ αξραηφηεηα
θαη ηελ ηεξάζηηα πνηθηιία ηεο. Αιιά θάζε πινχηνο
απαηηεί δηαθνξεηηθφ ρεηξηζκφ, θαζψο νη θαηξνί
αιιάδνπλ.
Πξψηνλ, πξνσζήζηε ην κνλαδηθφ. Τπάξρνπλ θαιληεξίκηα ηδαληθά γηα πεξηπαηεηέο θαη ηνπηθέο γεχζεηο πνπ είλαη ππέξνρεο θαη αζπλήζηζηεο.
İlk önce, eşsiz olanı teşvik ediniz. Yürüyüş
yapanlar için ideal olan kaldırımlar vardır ve
yerel tatlar, harika ve olağandışıdır.
Η αξρηηεθηνληθή, ν αζηηθφο ζρεδηαζκφο, ν νηθνλνκηθφο θαη πνιηηηζηηθφο πξνγξακκαηηζκφο φπσο
επίζεο θαη νη ζχγρξνλεο ηερληθέο δηαθήκηζεο ζπκβάιινπλ ζηελ πξφζιεςε ελφο ηφπνπ θαη πξέπεη
λα ζπλππνινγίδνληαη ζηηο ζρεηηθέο απνθάζεηο.
Mimari, kent planlama, ekonomik ve kültürel
programlama yanında, çağdaş reklamcılık
teknikleri, bir mekânın anlaşılmasına katkıda
bulunmaktadır ve ilgili kararlarda dikkate
alınmalıdır.
27
Place Branding
An Integrated
Approach
Ares Kalandides
INPOLIS International Association,
Place Branding and Diplomacy Berlin
Ares Kalandides, Urban Planner, born 1965 in
Athens (Greece). Has worked as a consultant in
the fields of urban development and place branding
since 1992. He has implemented numerous projects and consulted various cities worldwide, e.g. in
Germany, Colombia, Australia, Italy or Greece. He
is a member of the Steering Committee on Communication, Media, and Cultural Industries of Berlin’s Senator of Economy, a member of the Commission on Creative Industries at the Chamber of
Industry and Commerce in Berlin and the President
of the International Association for Place Branding
& Public Diplomacy. Ares is a member of the editorial advisory board of the Journal of Place Management and Development and the author of numerous articles in the field.
There is no real agreement on what place
branding is about. Different practitioners and
academics look at place branding from many
different perspectives: marketing, tourism,
spatial planning, etc. So I can offer you my
perspective, which has been shaped by my 20
years of professional experience in the field,
but it is, of course, open to objections. With
this in mind, I would like to begin by introducing some terms.
Half a year ago, I approached one of our young
staff at INPOLIS — he is 23 or 24 years old —
and asked him what does Berlin mean to you?
Specifically, I asked him to put together a
group of pictures that represent the images
that are evoked when he thinks of Berlin. Here
is what he gave me:
When we sat down together to look over and
discuss these images, I didn‘t know who some
of these people (like comedian Mario Dietrich
or rapper Bushido) were. This has perhaps
something to do with the fact that I am 47 and
he is 23. We experience things differently.
Therefore, our perceptions of the city are very
different. But are they really so different?
We all have different ways of perceiving things.
28
Place Branding
Mekân Markalaştırma
Μηα ΢πλνιηθή
Πξνζέγγηζε
Bütünsel
Bir Yaklaşım
Άξεο Καιαληίδεο
Aris Kalandidis
Γηεζλήο Οξγαληζκφο INPOLIS,
Place Branding θαη Γηπισκαηία, Βεξνιίλν
Uluslararası Dernek INPOLIS, Mekân
Markalaştırma ve Diplomasi, Berlin
Άρης Καλαντίδης, Πολεοδόμος, 1965, Αθήνα. Εξγάδεηαη σο ζύκβνπινο ζηνλ ηνκέα ηεο αζηηθήο αλάπηπμεο θαη
ηεο ζηξαηεγηθήο αλάπηπμεο ηεο ηαπηόηεηαο ελόο ηόπνπ
(place branding) από ην 1992. Δηνίκαζε, επεμεξγάζηεθε
θαη εθηέιεζε πνιπάξηζκα έξγα ζε δηάθνξεο πόιεηο ζε
όιν ηνλ θόζκν, π.ρ. ζε Γεξκαλία, Κνινκβία, Απζηξαιία,
Ιηαιία θαη Διιάδα. Δίλαη κέινο ηεο Σσνηονιζηικής Επιηροπής Δημοζίων Στέζεων, ΜΜΕ και Επιτειρήζεων Πολιηιζηικής Παραγωγής ζην γξαθείν ηνπ Γεξνπζηαζηή Οηθνλνκηθώλ Υπνζέζεσλ γηα ην Βεξνιίλν, κέινο ηεο Επιηροπής για ηις Επιτειρήζεις Δημιοσργικής Παραγωγής
ζην Δκπνξηθό θαη Βηνκεραληθό Δπηκειεηήξην ηνπ Βεξνιίλνπ θαη Πξόεδξνο ηνπ δηεζλνύο νξγαληζκνύ Association
for Place Branding and Public Diplomacy. Ο Άξεο είλαη
κέινο ηεο ζπκβνπιεπηηθήο επηηξνπήο ηεο επηζηεκνληθήο
επεηεξίδαο γηα ηε δηαρείξηζε θαη αλάπηπμε ελόο ηόπνπ Journal of Place Management and Development), ελώ
έρεη γξάςεη ακέηξεηα άξζξα ζρεηηθά κε ην ζέκα.
Kent Plancısı, 1965’de Atina (Yunanistan)’da doğdu. Aris Kalandidis 1992’den beri kent gelişmesi
ve mekân markalaştırma alanlarında danışman
olarak çalışmaktadır. Dünyanın pek çok yerindeki
çeşitli kentlerde, çok sayıda projeyi uygulamış ve
çeşitli kentlerde danışmanlık yapmıştır. Örneğin
Almanya, Kolombiya, Avustralya, İtalya veya Yunanistan’da.
Berlin’in Ekonomi Senatörü’ne bağlı
İletişim, Medya ve Kültürel Sanayilerle ilgili Yönlendirme Komitesi’nde üye, Berlin’deki Sanayi ve Ticaret Odası’nın Yaratıcı Sanayiler Komisyonu’nda
üye, Mekân Markalaştırma ve Halk Diplomasisi için
Uluslararası Dernek’te başkan görevlerini yapmaktadır. Aris, Mekân Markalaştırma ve Gelişme Dergisi’nin yazı kurulunun danışma kuruluna üyedir ve
bu alanda çok sayıda makalenin yazarıdır.
Γχζθνια κπνξνχκε λα ζπκθσλήζνπκε σο πξνο ην ηη
αθξηβψο ζεκαίλεη ν φξνο Place branding. Γηάθνξνη
επαγγεικαηίεο θαη αθαδεκατθνί εμεηάδνπλ ην place
branding ππφ δηαθνξεηηθφ πξίζκα θαη δηαθνξεηηθέο
νπηηθέο γσλίεο, απφ ηελ πιεπξά ηνπ κάξθεηηγθ, ηνπ
ηνπξηζκνχ, ηεο ρσξνηαμίαο θιπ. Δγψ κπνξψ λα κηιήζσ κέζα απφ ηελ δηθή κνπ πξννπηηθή, ε νπνία δηακνξθψζεθε απφ ηελ 20εηή επαγγεικαηηθή κνπ πνξεία
ζην ρψξν θαη είλαη βεβαίσο αλνηθηή ζε νπνηεζδήπνηε
αληηξξήζεηο. Έρνληαο ππφςε ηηο παξακέηξνπο απηέο,
ζα ήζεια λα μεθηλήζσ εηζάγνληαο θάπνηνπο φξνπο.
Mekân markalaştırmanın ne demek olduğuna
ilişkin gerçek bir fikir birliği yoktur. Farklı uygulayıcılar ve akademisyenler, mekân markalaştırmaya birçok farklı açılardan bakmaktadırlar: Pazarlama, turizm, mekân planlaması ve saire. O
nedenle size, bu alandaki 20 yıllık kendi profesyonel deneyimim ile şekillenmiş olan, kendi bakış açımı sunabilirim. Bunu akılda tutarak, bazı
terimleri size sunmakla başlamak istiyorum.
6 ay önce, INPOLIS‘teki genç elemanlarımızdan
birine yaklaştım – 23 veya 24 yaşındadır – ve
ona şu soruyu sordum: Berlin senin için ne demektir? Özellikle, Berlin‘i düşündüğü zaman,
beyninde oluşan görüntüleri temsil eden bir dizi
resmi bir araya getirmesini istedim. İşte bana
verdikleri:
Πξηλ απφ έμη κήλεο πιεζίαζα έλα απφ ηα λεαξφηεξα
κέιε ηνπ πξνζσπηθνχ ζηελ εηαηξεία INPOLIS — 23 ή
24 εηψλ — θαη ηνλ ξψηεζα ―ηη ζεκαίλεη ην Βεξνιίλν
γηα 'ζέλα;” ΢πγθεθξηκέλα, ηνπ δήηεζα λα βξεη εηθφλεο
πνπ αληηπξνζσπεχνπλ ηελ εηθφλα πνπ έρεη ζην κπαιφ
ηνπ ν ίδηνο γηα ην Βεξνιίλν. Να ινηπφλ ηη κνπ έθεξε.
΋ηαλ θαζίζακε λα δνχκε θαη λα ζπδεηήζνπκε ηηο εηθφλεο, κνπ έδεημε πξφζσπα πνπ δελ γλψξηδα θαζφινπ
(φπσο ηνλ θσκηθφ Mario Dietrich ή ην ξάπεξ
Bushido). Απηφ ίζσο λα έρεη λα θάλεη κε ην γεγνλφο
φηη εγψ είκαη 47 θη απηφο 23. Αληηιακβαλφκαζηε ηα
πξάγκαηα κε δηαθνξεηηθφ ηξφπν. Άξα, ε αληίιεςε
πνπ ν θαζέλαο καο έρεη γηα ηελ πφιε είλαη πνιχ δηαθνξεηηθή. Γηεξσηψκαη, φκσο, είλαη φλησο ηφζν δηαθνξεηηθή;
Birlikte oturup, bu resimlere bakıp, bu görüntüleri tartıştığımız zaman, bu insanlardan bazılarının (komedyen Mario Dietrich veya rapçı Bushido
gibi) kim olduklarını bilmiyordum. Bu, belki de
benim 47 ve onun da 23 yaşında olması gerçeği
ile ilgili bir şeydir. O nedenle, kenti algılayışlarımız, çok farklıdır. Ama gerçekten farklı mıdır?
Hepimizin bazı şeyleri algılamada farklı yollarımız vardır. Yine de, eğer örneğin Paris veya Lefkoşa gibi bir mekân ile birlikte akla gelenlerin
΋ινη έρνπκε δηαθνξεηηθνχο ηξφπνπο λα αληηιακβαλφκαζηε θάπνηα πξάγκαηα. Κη φκσο, αλ ξσηνχζα ηψξα
κηα νκάδα αλζξψπσλ πνηεο εηθφλεο, γηα παξάδεηγκα,
29
Yet, if I were to ask a group of people what
images come to mind with, for example, a
place like Paris or Nicosia? I am certain that—
despite an array of various individual experiences—they will have a bulk of common images. This is what I mean by image. In other
words, we have images in our minds, which is
something very collective; we have perceptions, which is something very individual. If a
place has an image, it has a set of common
things, perceptions that come to mind and
these can be perceived as positive, negative,
or can even be indiscernible. But I want to
stress that images are not always ―good‖—as
seen with the case of Berlin and its images of
violence in the metro, poop in the streets, et
cetera. But do these images, perceptions have
any consequences? This is our concern in place
branding. To further this point, let me provide
a few personal examples.
Why are images bad?
Scenario 1:
Because things ARE bad
Scenario 2:
Because things have improved,
but image has not followed
I am often asked—like so many— the question
―where are you from?”. Considering that I have
two nationalities—both a Greek and a German
passport—my answer to this question often depends on the situation. If I say I am Greek—
people may think of the economic crisis, chaos,
et cetera. If I say I am German – people may
think of Angela Merkel, racism, or other things.
Either way, I find myself in a catch-22 because
both answers produce an image of me that I
don‘t necessarily intend or want. The images of
both and Germany have clear consequences on
how people perceive me.
Another, perhaps more concrete example. In
Berlin, I recently had to deal with a potential
investor – a pharmaceutical company that is
deciding between 3 European cities (Berlin –
Dublin – Warsaw) to install its new plant. The
company had looked at the hard numerical figures and facts. And Berlin is at the top of their
list for many reasons: the quality of the labor,
the rent, et cetera. Yet, the person responsible
for making the decision resides in South Africa,
where the image of Berlin is that of a racist city
(or more broadly, of Germany as racist country) and, thus there is a concern about bringing
most likely African workers to Germany. Having
lived and worked in Berlin for more than 20
years, I know Berlin. It is probably much less
racist than most of the big capitals in Europe.
Additionally, Germany is not more or less racist
than other European countries. Nonetheless,
the racist image is there. The image has stuck,
even though the city, the country, the place
has developed. But why?
Mirror Image vs. Image-Reality Gap
There are many scenarios as to why places
have bad images, but I find two to be the most
important and convincing. In the first scenario,
a place‘s image is bad because things really
are bad. In other words, the bad image is a
30
hangi görüntüler olduğunu bir grup insana sorarsam, eminim, - çeşitli kişisel deneyimlerden
oluşan bir sıralamaya rağmen - ortak görüntülerden oluşan bir toplama sahip olacaklardır.
Görüntü (imaj) ile demek istediğim budur. Bir
başka deyişle, akıllarımızda, çok kollektif bir şey
olan görüntüler vardır; çok bireysel bir şeyler
olan algılarımız vardır. Bir mekânın bir görüntüsü varsa, akla gelen bir ortak şeyler dizisine,
algılara sahiptir ve bunlar, olumlu, olumsuz olarak algılanabilir veya hatta fark edilemez bile
olabilir. Fakat görüntülerin, Berlin örneğinde
görüldüğü gibi, metrodaki şiddet görüntülerinin,
sokaklardaki gaz ve sairenin her zaman ―iyi‖
olmadığını vurgulamak istiyorum. Ama bu görüntülerin, algılayışların herhangi bir sonucu var
mıdır? Bu, bizim mekân markalaştırmadaki endişemizdir. Bu noktayı açmak için, size bazı kişisel örnekler vermeme izin veriniz.
έξρνληαη ζην λνπ ηνπο απφ έλα κέξνο φπσο ην Παξίζη
ή ηε Λεπθσζία, είκαη ζίγνπξνο φηη, παξά ην γεγνλφο
φηη ν θαζέλαο έρεη ηηο δηθέο ηνπ πξνζσπηθέο εκπεηξίεο,
φινη ζα έρνπλ λα κνπ πνπλ έλα ζσξφ ίδηεο εηθφλεο.
Απηφ είλαη πνπ ελλνψ κε ηνλ φξν ζπιινγηθή εηθόλα.
Με άιια ιφγηα, έρνπκε θάπνηεο εηθφλεο ζην κπαιφ καο
πνπ είλαη θνηλέο θαη ζπιινγηθέο, ελψ παξάιιεια
έρνπκε θαη ηηο αληηιήςεηο καο πνπ είλαη αηνκηθέο.
΋ηαλ έλαο ηφπνο έρεη ηε δηθή ηνπ εηθόλα, ζα πεη φηη
δηαζέηεη θάπνηα γλσξίζκαηα, θάπνηα ραξαθηεξηζηηθά
πνπ καο έξρνληαη ζην κπαιφ, ηα νπνία αληηιακβαλφκαζηε σο ζεηηθέο, αξλεηηθέο ή αθφκα θαη απξνζδηφξηζηεο εηθφλεο. Θέισ, φκσο, λα ηνλίζσ φηη νη εηθόλεο
πνπ κπνξεί λα έρνπκε δελ είλαη πάληα ―θαιέο‖ —
φπσο είδακε ζηελ πεξίπησζε ηνπ Βεξνιίλνπ ηηο ζθελέο βίαο ζηνλ ππφγεην ζηδεξφδξνκν, πεξηηηψκαηα
ζθχισλ ζην δξφκν, θαη ηα ινηπά. Ωζηφζν, απηή
ε εηθόλα, ε εληχπσζε δειαδή πνπ καο δίλεη έλαο ηφπνο κήπσο δεκηνπξγεί θάπνηεο αξλεηηθέο ζπλέπεηεο;
Απηφ είλαη πνπ καο ελδηαθέξεη ζην place branding,
ζηνλ θαζνξηζκφ δειαδή ηεο ζηξαηεγηθήο πξνβνιήο
θαη ηαπηφηεηαο ελφο ηφπνπ. Θα ήζεια λα επεθηαζψ
ιίγν ζε απηφ ην ζεκείν δίλνληαο θάπνηα παξαδείγκαηα
απφ δηθέο κνπ εκπεηξίεο.
Çoğu kez bana –diğer birçok kişiye de olduğu
gibi- ―Nereden geliyorsunuz?‖ sorusu sorulmaktadır. İki milliyetim olduğumu düşünerek –hem
Yunan, hem de Alman pasaportum vardır-, bu
soruya verdiğim yanıt, çoğu kez duruma göre
değişmektedir. Eğer Yunanlı olduğumu söylersem, insanlar ekonomik bunalımı, karmaşayı ve
saireyi düşünebilirler. Eğer Alman olduğumu
söylersem, insanlar Angela Merkel‘i, ırkçılığı ve
diğer şeyleri düşünebilirler. Her iki şekilde de,
kendimi ―22‘yi yakala‖ durumunda buluyorum.
Çünkü her iki yanıt da, benim mutlaka niyet etmediğim veya istemediğim bir imajı üretmektedir. Her ikisinin imajı ile Almanya‘nın, insanların
beni nasıl algıladıkları üzerinde belirgin sonuçları
vardır.
Πνιχ ζπρλά κε ξσηάλε, κεηαμχ άιισλ, απφ πνχ θαηάγνκαη. Δπεηδή έρσ δχν ππεθνφηεηεο, έρσ θαη ειιεληθφ
θαη γεξκαληθφ δηαβαηήξην, ε απάληεζή κνπ ζην εξψηεκα απηφ εμαξηάηαη απφ ηηο πεξηζηάζεηο. Δάλ πσ φηη
είκαη Έιιελαο, ν θφζκνο ακέζσο ζθέθηεηαη ηελ νηθνλνκηθή θξίζε, ην ράνο θαη ινηπά. Αλ πσ φηη είκαη Γεξκαλφο, ν θφζκνο ζθέθηεηαη ηελ Άγθεια Μέξθει, ην
ξαηζηζκφ ή δηάθνξα άιια πξάγκαηα. Δίηε έηζη είηε
αιιηψο, εγψ αηζζάλνκαη παγηδεπκέλνο αθνχ θαη νη
δχν απαληήζεηο δεκηνπξγνχλ κηα εηθφλα γηα ην πξφζσπφ κνπ, ηελ νπνία εγψ δελ επηδηψθσ, νχηε επηζπκψ
λα έρεη ν θφζκνο γηα κέλα. Η εηθφλα πνπ έρεη ν θφζκνο γηα ηελ Διιάδα ή ηε Γεξκαλία έρεη άκεζε επίδξαζε ζηνλ ηξφπν πνπ κε αληηκεησπίδνπλ εκέλα σο
άηνκν.
Bir başka, belki de daha somut örnek. Berlin‘de,
geçenlerde olası bir yatırımcı ile ilgilenmem gerekti. Bu, yeni fabrikasını kurmak için, üç Avrupa kenti arasında (Berlin-Dublin-Varşova) karar
verecek olan bir ilaç şirketi idi. Şirket, zor sayısal rakamlara ve olgulara bakmıştı. Ve Berlin,
birçok nedenden dolayı listelerinin en başında
yer almıştı: İşçiliğin niteliği, kira ve saire. Buna
rağmen, kararı verecek olan sorumlu kişi, Güney Afrika‘da ikamet etmekteydi ve orada Berlin‘in imajı, bir ırkçı kent (veya daha geniş tutarsak, Almanya, ırkçı bir ülke) olarak biliniyordu
ve bu yüzden, Almanya‘ya büyük bir olasılıkla
Afrikalı işçilerin getirilmesi hakkında bir endişe
vardı. Berlin‘de 20 yıldan fazla yaşamış ve çalışmış biri olarak, Berlin‘i biliyorum. Belki de Avrupa‘daki büyük başkentlerin çoğundan daha az
ırkçıdır. Buna ek olarak, Almanya, diğer Avrupalı
ülkelerden daha fazla veya daha az ırkçı değildir. Ancak ırkçı imaj orada durmaktadır. Kent,
ülke ve mekân gelişmiş olmasına rağmen, imaj
yapışmıştır. Ama neden?
Να ζαο δψζσ αθφκα έλα πην ρεηξνπηαζηφ παξάδεηγκα.
΢ην Βεξνιίλν, πξφζθαηα είρα θάπνηεο δηαπξαγκαηεχζεηο κε έλα πηζαλφ επελδπηή, κηα θαξκαθεπηηθή εηαηξεία ε νπνία ηαιαληεχεηαη κεηαμχ ηξηψλ επξσπατθψλ
πφιεσλ (Βεξνιίλν – Γνπβιίλν – Βαξζνβία) γηα ηελ
αλέγεξζε λένπ εξγνζηαζίνπ. Η εηαηξεία είρε εμεηάζεη
ηα δηάθνξα ελδερφκελα κε βάζε απζηεξά αξηζκεηηθά
ζηνηρεία θαη δεδνκέλα. Σν Βεξνιίλν, ινηπφλ, βξέζεθε
ζηελ θνξπθή ησλ πξνηεξαηνηήησλ ηνπο γηα πνιινχο
ιφγνπο: ηελ πνηφηεηα εξγαζίαο, ηηο ηηκέο ηνπ ελνηθίνπ
θαη ηα ινηπά. Ωζηφζν, ην άηνκν πνπ έρεη ηελ επζχλε
γηα ηε ιήςε ηεο απφθαζεο βξίζθεηαη ζηε Νφηηα Αθξηθή, φπνπ ν θφζκνο έρεη ηελ εληχπσζε φηη ην Βεξνιίλν
είλαη ξαηζηζηηθή πφιε (ή ζε επξχηεξε θιίκαθα, φηη ε
Γεξκαλία είλαη ξαηζηζηηθή ρψξα), επνκέλσο εχθνια
ζα εθθξάδνληαη ελδνηαζκνί γηα ηε κεηαθνξά Αθξηθαλψλ εξγαηψλ ζηε Γεξκαλία. Έρνληαο δήζεη θαη εξγαζηεί γηα πεξηζζφηεξα απφ 20 ρξφληα ζην Βεξνιίλν,
κπνξψ λα πσ φηη μέξσ ηελ πφιε αξθεηά θαιά. Δίλαη
πηζαλφηαηα πνιχ ιηγφηεξν ξαηζηζηηθή απφ ηηο πεξηζζφηεξεο κεγάιεο πξσηεχνπζεο ζηελ Δπξψπε. Δπηπιένλ, ε Γεξκαλία δελ είλαη πεξηζζφηεξν ή ιηγφηεξν ξαηζηζηηθή απφ νπνηαδήπνηε άιιε επξσπατθή ρψξα.
Παξά ηαχηα, είλαη γεγνλφο φηη ππάξρεη ε εληχπσζε
κηαο ξαηζηζηηθήο ρψξαο. Η εληχπσζε απηή έρεη εδξαησζεί παξφιν πνπ ε πφιε, ε ρψξα, ν ηφπνο έρνπλ εμειηρζεί. Γηαηί φκσο;
Ayna imajı, imaj-gerçek boşluğuna karşı
Mekânların neden kötü imajları olduğuna dair
birçok senaryolar bulunmaktadır. Fakat ben iki
tanesini, en önemli ve en inandırıcı olarak buluyorum. İlk senaryoda, bir mekânın imajı kötüdür. Çünkü işler gerçekten kötüdür. Bir başka
Εηθόλα θαζξέθηεο ηεο πξαγκαηηθόηεηαο
ή αλαρξνληζκέλε αληίιεςε;
Τπάξρνπλ πνιιά ζελάξηα γηα ηνπο ιφγνπο πνπ θάπνηνη
31
mirror image merely reflecting the truly negative aspects of a place. In the second scenario,
a place‘s bad image is the result of an imagereality gap. In other words, things may have
changed, the situation may have improved, but
the images of a place have not followed because they take time to change. These 2 scenarios are important guiding scenarios and
they are integral in any attempt to understand
the intricacies of place branding. They will help
us better understand if it is the real structure,
substance of a place that is not functioning or
if it is the image itself that is not working thus
signifying a gap between image and reality. To
further explore this distinction, let us examine
the case of Athens and its historical center.
The Historical Center of Athens:
A Problem of Structure or Image?
The historical center of Athens has been in
seemingly bad shape for years. Particularly in
light of recent events, many consider it dirty
and unsafe. But is this true? Perhaps. We don‘t
know. Or is this an example of the imagereality gap and a bad reputation? Are people
unable to identify with Athens because of the
bad conditions? Or is it the other way around?
Are the bad conditions the result of people unable to identify with it? We don‘t know. And it
is very difficult to tell without some serious
analysis. So the issue becomes: is it the
chicken or the egg? Is it, because the situation
in Athens is bad that people don‘t identify?
Lack of identification because of the bad image? Or bad image because of lack of identification? In reality, it is all of these things go
together.
Images have very concrete consequences for
how places develop. People identify with them
or they don‘t. As anyone who has worked in
real estate can attest image probably makes
up 50% of the price of what you sell. Even if
you are trying to sell two identical apartments,
one may be considered a ―good apartment‖
and the other a ―bad apartment‖ depending on
what neighborhood it is located in. In this
sense, place image is very economic. Place
reputation and place image shouldn‘t be understood as synonyms, but they are related. Place
reputation is part of place image, and it often
creates price structures. The same thing applies in the tourism industry. The decision of
tourists may come with very concrete things
(cheap flights, an event, etc), but this isn‘t
everything. Baghdad might be the cheapest
tourist destination around at the moment, but
many wouldn‘t consider traveling to Baghdad
no just because of a situation, but also because of an image. Images undoubtedly have
profound impact on places, but what does
place image have to do with place branding?
The chicken or the egg?
Lack of identification
because of bad image?
Or bad image because of lack
of identification?
Or bad situation because of bad
image and lack of identification
and.. and...
Place Branding – My Understanding
32
deyişle, kötü imajı, sadece bir mekânın gerçekten olumsuz yönlerini yansıtan bir aynadaki görüntüsüdür. İkinci senaryoda, bir mekânın kötü
imajı, bir imaj-gerçeklik boşluğunun sonucudur.
Bir başka deyişle, işler değişmiş olabilir, durum
iyileşmiş olabilir, ama bir mekânın imajları, bunları izlememiştir, çünkü onların değişmesi zaman alacaktır. Bu iki senaryo, rehberlik yapan
önemli senaryolardır ve mekân markalaştırmanın inceliklerini anlamak için yapılan herhangi
bir girişimin tamamlayıcısıdırlar. Eğer işlev görmeyen, bir mekânın gerçek yapısı, özü ise veya
eğer çalışmayan, imajın kendisi ise ve böylece
imaj ile gerçek arasında bir boşluğa işaret ediyorsa, bunu daha iyi anlamamıza yardımcı olacaklardır. Bu farkı daha da araştırmak için, isterseniz Atina ve onun tarihsel merkezi örneğini
inceleyelim.
ηφπνη απνθηνχλ άζρεκε εηθφλα, λνκίδσ φκσο φηη δχν
είλαη νη ζεκαληηθφηεξνη θαη πην πεηζηηθνί ιφγνη. ΢χκθσλα κε ην πξψην ζελάξην, ε εηθφλα ελφο ηφπνπ είλαη
άζρεκε γηαηί ε θαηάζηαζε φλησο είλαη άζρεκε. Με
άιια ιφγηα, ε άζρεκε εηθφλα ελφο ηφπνπ είλαη απιψο
ε αληαλάθιαζε ησλ αξλεηηθψλ ηνπ ραξαθηεξηζηηθψλ
φπσο είλαη ζηελ πξαγκαηηθφηεηα. ΢χκθσλα κε ην
δεχηεξν ζελάξην, ε άζρεκε εηθφλα ελφο ηφπνπ είλαη
ην απνηέιεζκα κηαο αλαρξνληζκέλεο αληίιεςεο πνπ
δελ αληαπνθξίλεηαη πιένλ ζηε ζεκεξηλή πξαγκαηηθφηεηα. Με άιια ιφγηα, ηα πξάγκαηα κπνξεί λα έρνπλ
αιιάμεη, ε θαηάζηαζε κπνξεί λα έρεη βειηησζεί, ε εληχπσζε φκσο πνπ έρεη επηθξαηήζεη γηα έλαλ ηφπν
δελ αθνινχζεζε ηηο πξαγκαηηθέο εμειίμεηο, επεηδή θάηη
ηέηνην ρξεηάδεηαη ρξφλν. Σα δχν απηά ζελάξηα είλαη
ζεκαληηθνί νδεγνί θαη απνηεινχλ απαξαίηεηε πξνυπφζεζε ζε νπνηαδήπνηε πξνζπάζεηα θαηαλφεζεο δηάθνξσλ πεξηπινθψλ ηεο ζηξαηεγηθήο ηνπ place branding.
Μαο βνεζνχλ λα θαηαλνήζνπκε θαιχηεξα αλ είλαη νη
δνκέο, ε πξαγκαηηθή ζχζηαζε ελφο ηφπνπ πνπ είλαη
δπζιεηηνπξγηθή, ή εάλ είλαη ε εηθφλα ηνπ ηφπνπ πνπ
δελ ιεηηνπξγεί ζσζηά, γεγνλφο πνπ ζεκαηνδνηεί δειαδή έλα ράζκα αλάκεζα ζηελ εηθφλα θαη ηελ πξαγκαηηθφηεηα. Γηα λα εμεηάζνπκε πεξαηηέξσ ηε δηάθξηζε
απηή, αο δνχκε ηελ πεξίπησζε ηεο Αζήλαο θαη ηνπ
ηζηνξηθνχ ηεο θέληξνπ.
Atina’nın tarihsel merkezi:
Yapı veya imaj sorunu mu?
Atina‘nın tarihsel merkezi, yıllardır görünüş olarak kötü bir şekle sahip olagelmiştir. Özellikle
son zamanlardaki olaylar ışığında, birçoğu burayı
kirli ve güvensiz olarak düşünmektedir. Fakat bu
doğru mudur? Belki de. Bilmiyoruz. Veya bu imaj
-gerçek boşluğu ve bir kötü şöhret örneği midir?
İnsanlar, kötü koşullar yüzünden, kendilerini Atina ile özdeşleştiremiyorlar mı? Ya da bunun tersi
mi söz konusudur? Kötü koşullar, insanların kendilerini Atina ile özdeşleştirememelerinin bir sonucu mudur? Bilmiyoruz. Ve bazı ciddi analizler
olmadan bunu söylemek çok zordur. Böylece
konu, tavuk mu, yumurta mı sorusuna dönüşür.
Atina‘da durumun kötü olması yüzünden mi insanlar kendilerini özdeşleştiremiyorlar? Kötü
imaj yüzünden mi özdeşleşme olamıyor? Aslında,
bu şeylerin hepsi birlikte gitmektedir.
Σν ηζηνξηθό θέληξν ηεο Αζήλαο:
Πξόβιεκα Δνκήο ή Εηθόλαο;
Σν ηζηνξηθφ θέληξν ηεο Αζήλαο γηα ρξφληα θαίλεηαη
φηη βξίζθεηαη ζε θαθή θαηάζηαζε. Δηδηθφηεξα ελ φςεη
ησλ πξφζθαησλ ζπκβάλησλ, πνιινί κπνξεί λα ζεσξήζνπλ φηη είλαη βξψκηθν θαη κε αζθαιέο. Ιζρχεη
φκσο θάηη ηέηνην; Ίζσο. Γελ ην μέξνπκε. Ή κήπσο
είλαη έλα παξάδεηγκα θαθήο θήκεο θαη ράζκαηνο κεηαμχ πξαγκαηηθφηεηαο θαη εηθφλαο; Μήπσο ν θφζκνο
δελ κπνξεί λα ηαπηηζηεί κε ηελ Αζήλα επεηδή είλαη
θαθέο νη ζπλζήθεο; Ή κήπσο ηζρχεη ην αληίζεην; Μήπσο νη θαθέο ζπλζήθεο είλαη απνηέιεζκα ηνπ γεγνλφηνο φηη ν θφζκνο δελ κπνξεί λα ηαπηηζηεί κε ηελ πφιε;
Γελ ην μέξνπκε. Καη είλαη πνιχ δχζθνιν λα βγάιεη
θαλείο ζπκπέξαζκα ρσξίο ζνβαξή αλάιπζε. Άξα
έρνπκε ην γλσζηφ πξφβιεκα: ηη έρεη πξνεγεζεί, ε
θφηα ή ην απγφ; Δίλαη κήπσο επεηδή ε θαηάζηαζε
ζηελ Αζήλα είλαη θαθή πνπ δελ κπνξεί λα ηαπηηζηεί ν
θφζκνο; Έιιεηςε ηαχηηζεο δειαδή ιφγσ θαθήο εηθφλαο; Ή θαθή εηθφλα ιφγσ έιιεηςεο ηαχηηζεο; ΢ηελ
πξαγκαηηθφηεηα, φια απηά είλαη αιιειέλδεηα κεηαμχ
ηνπο.
Οη εηθφλεο επηδξνχλ πάξα πνιχ έληνλα ζηελ εμέιημε
ελφο ηφπνπ. Ο θφζκνο είηε ηαπηίδεηαη καδί ηνπο είηε
φρη. Οπνηνζδήπνηε έρεη δνπιέςεη ζηα θηεκαηνκεζηηηθά
κπνξεί λα ζαο βεβαηψζεη φηη ε εηθφλα απνηειεί ην
50% ηεο ηηκήο ηνπ πξνο πψιεζε αθηλήηνπ. Αθφκα θαη
ζηελ πεξίπησζε πνπ θάπνηνο πξνζπαζεί λα πνπιήζεη
δχν παλνκνηφηππα δηακεξίζκαηα, ην έλα κπνξεί λα
ζεσξεζεί σο ―θαιφ δηακέξηζκα‖ θαη ην άιιν σο ―θαθφ
δηακέξηζκα‖ αλάινγα κε ηε γεηηνληά ζηελ νπνία βξίζθεηαη. Με απηή ηελ έλλνηα, ε εηθφλα ελφο ηφπνπ, ην
place image απνηειεί παξάκεηξν πνπ άπηεηαη θαηά
πνιχ ηνπ νηθνλνκηθνχ δεηήκαηνο. Η θήκε ελόο ηόπνπ
θαη ε εηθόλα ελόο ηόπνπ δελ ζα πξέπεη λα εθιεθζνχλ
σο ζπλψλπκνη φξνη, ζρεηίδνληαη φκσο κεηαμχ ηνπο. Η
θήκε ελόο ηόπνπ απνηειεί κέξνο ηεο εηθόλαο ελόο
ηόπνπ θαη ζπλήζσο επεξεάδεη θαη ηε δηάξζξσζε ησλ
ηηκψλ. Σν ίδην ηζρχεη θαη ζηελ ηνπξηζηηθή βηνκεραλία.
Οη ηαμηδηψηεο δηαιέγνπλ πξννξηζκφ κε βάζε πνιχ
ζπγθεθξηκέλα πξάγκαηα (θηελέο πηήζεηο, θάπνην πνιηηηζηηθφ γεγνλφο θιπ.), ρσξίο φκσο απηφ λα είλαη ην
παλ. Η Βαγδάηε πηζαλφλ λα είλαη ν πην θηελφο ηνπξηζηηθφο πξννξηζκφο πνπ ππάξρεη απηή ηε ζηηγκή, σζηφζν ιίγνη ζα ζθεθηφληνπζαλ λα ηαμηδέςνπλ ζηε
İmajlar, mekânların nasıl geliştiğine dair çok
somut sonuçlara sahiptir. İnsanlar onlarla bütünleşirler veya bütünleşmezler. Emlâkçilikte
çalışmış olan herhangi birinin onaylaması gibi,
görüntü, belki de sattığınız evin fiyatının yüzde
ellisini oluşturmaktadır. Eğer birbirinin aynısı
olan iki apartmanı satmaya çalışsanız bile, yer
aldığı mahalleye bağlı olarak, bir tanesi ―iyi
apartman‖ ve diğeri de ―kötü apartman‖ olarak
düşünülebilir. Bu anlamda mekân imajı, çok
ekonomiktir. Mekânın itibarı ve mekânın imajı,
eşanlamlı olarak anlaşılmamalıdır, fakat birbirleri ile ilişkilidirler. Mekânın itibarı, mekân imajının
bir parçasıdır ve bu, çoğu zaman fiyat yapılarını
yaratır. Aynı şey, turizm sanayinde de geçerlidir. Turistlerin kararı, çok somut şeylerle (ucuz
uçuşlar, bir etkinlik vs) oluşabilir, fakat bu her
şey değildir. Bağdat, şu anda etraftaki en ucuz
turist destinasyonu olabilir, ama birçoğu, sırf bu
durum yüzünden Bağdat‘a seyahat etmeyi düşünmeyecektir, ama ayrıca bir imaj yüzünden.
Kuşkusuz, imajların, mekânlar üzerinde derin
etkileri vardır. Ama mekân imajının, mekân
markalaştırma ile ne ilgisi vardır?
Mekân Markalaştırma – Benim anlayışım
Mekân markalaştırma, bir mekânın imajını geliş-
33
Place branding is the strategic plan to improve
a place‘s image. The term ‗strategic‘ is used
intentionally because every cultural festival,
economic agreement, etc. can improve a
places image, but place branding is thinking
about the big picture, examining the complex
inter-relationships between places and things
like culture, heritage, economics, architecture,
et cetera, then creating a development strategy with concrete visions, goals, and measures. This is an often contested understanding
of place branding.
REAL ESTATE =>
Prices and place reputation
(Image)
TOURISM
Why engage in place branding?
A city may wish to engage in place branding
for several reasons:
to position itself — be it regionally, globally,
economically, politically, etc. It is important
to realize that a city‘s reasons to position
itself aren‘t always necessarily economic
ones.
PLACE BRANDING
is the strategic plan
to make itself attractive — for investments,
tourists, new residents, economic reasons.
to improve a place‘s image
to make people identify with it. Of the three,
this is perhaps most important. All of us are
identified with the place we come from in
some way. When you are abroad and people
ask, where do you come from? You say ―I
am from Cyprus, I am Cypriot.― You often
wonder—though you don‘t necessarily know—
what the other person thinks of this fact.
WHY?
All of these elements can be influenced
through place branding. But how do we do it? I
will first explore how place branding is usually
carried out, and why I don‘t like it. From
there, I will provide several examples of how I
think place branding can be done and draw on
some specific examples in Nicosia and Cyprus.
• position
• abstract (investment, tourism, residents etc.)
• identity with (citizens)
Place Branding —The ―Usual‖ Way
Cities interested in place branding often invite
a world-renown architect to design an iconic
building. The idea being that when built, the
world will finally see your city. Take, for example, the Guggenheim in Bilbao— it may or may
not have increased tourism, but it certainly
helped put Bilbao on the world map. Architecture plays a fundamental role in the identity of
places. It has to do with the way a place develops; the way that people themselves develop
—their habitat; it has to do with history, depth,
and change.
I think that architecture and
planning in a more extended sense are central
in our understanding of our place identity and
place image.
• be identified as
Among the most common mechanisms of place
branding:
High-rises: There is a tendency to build high
rises, with the risk that all skylines will eventually look the same.
34
tirmek için yapılan stratejik plandır. ―Stratejik‖
sözcüğü, amaçlı olarak kullanılmıştır. Çünkü her
kültürel şenlik, ekonomik anlaşma vs bir mekânın imajını geliştirebilir, ama mekân markalaştırma, mekânlar ile kültür, miras, ekonomi, mimari vs gibi şeyler arasındaki karmaşık ilişkileri
inceleyerek bir büyük resim hakkında düşünmek
ve daha sonra somut görüşler, hedefler ve önlemler ile bir gelişme stratejisi yaratmaktır.
Βαγδάηε, φρη κφλν ιφγσ ηεο θαηάζηαζήο ηεο, αιιά
θαη γηα ηελ ίδηα ηελ εηθφλα ηεο. Αλακθηζβήηεηα νη
εηθφλεο ζεκαδεχνπλ έληνλα έλα κέξνο, πνηα ζρέζε,
φκσο, κπνξεί λα έρεη ε εηθφλα ελφο ηφπνπ κε ην
branding ελφο ηφπνπ;
Η δηθή κνπ εξκελεία γηα ην branding ελόο ηόπνπ
Σν place branding είλαη έλα ζηξαηεγηθφ ζρέδην γηα ηε
βειηίσζε ηεο εηθφλαο ελφο ηφπνπ. Ο φξνο ―ζηξαηεγηθφ
πιάλν‖ ρξεζηκνπνηείηαη επίηεδεο, επεηδή νπνηνδήπνηε
πνιηηηζηηθφ θεζηηβάι, νηθνλνκηθή ζπκθσλία θιπ, κπνξεί λα βειηηψζεη ηελ εηθφλα ελφο ηφπνπ, φκσο ην
branding ελφο ηφπνπ θηλείηαη κέζα ζε έλα επξχηεξν
πιαίζην, πεξηιακβάλεη ηελ εμέηαζε ησλ ζχλζεησλ
δηαδξαζηηθψλ ζρέζεσλ κεηαμχ ηφπνπ θαη θαηαζηάζεσλ φπσο ε θνπιηνχξα, ε πνιηηηζηηθή θιεξνλνκηά, ε
νηθνλνκία, ε αξρηηεθηνληθή θαη ινηπά, θαη έπεηηα ηε
δεκηνπξγία κηαο ζηξαηεγηθήο αλάπηπμεο κε ζπγθεθξηκέλα νξάκαηα, ζηφρνπο θαη ιχζεηο. Η έλλνηα απηή γηα
ην place branding είλαη ζπλήζσο ακθηζβεηνχκελε.
Neden mekân markalaştırma ile ilgileniliyor?
Bir kent, mekân markalaştırma ile çeşitli nedenlerle ilgilenmek isteyebilir:
Kendi yerini belirlemek – bu bölgesel, küresel,
ekonomik, politik vs açıdan olabilir. Bir kentin
kendi konumunu belirleme nedenlerinin her
zaman mutlaka ekonomik nedenlerle olmadığını kavramak önemlidir.
Γηαηί ρξεηάδεηαη ε αλάπηπμε branding ελόο ηόπνπ
Γηάθνξνη είλαη νη ιφγνη γηα ηνπο νπνίνπο ζα πξνρσξνχζακε ζηελ αλάπηπμε place branding γηα κηα πφιε,
ε νπνία ρξεηάδεηαη:
Kendisini cazip kılmak — yatırımlar, turistler,
yeni sakinler ve ekonomik nedenler için.
İnsanları, kendisiyle özdeşleştirmek. Üç taneden belki de en önemli olanı budur. Hepimiz,
geliş yerimiz ile bir şekilde kendimizi özdeşleştirmişizdir. Ülke dışında olduğunuz zaman,
insanlar sorarlar: Nereden geliyorsunuz? Siz
de yanıtlarsınız: ―Ben, Kıbrıs‘tan geliyorum.
Kıbrıslıyım.‖ Bu olgu hakkında öteki kişinin ne
düşünmekte olduğunu da -mutlaka bilmediğiniz halde – çoğu kez merak edersiniz.
λα ηνπνζεηεζεί θαη λα νξηνζεηεζεί — ζην πεξηθεξεηαθφ ή δηεζλέο ζθεληθφ, ζε νηθνλνκηθφ ή πνιηηηθφ
επίπεδν θιπ. Δίλαη ζεκαληηθφ λα αληηιεθζνχκε φηη
νη ιφγνη πνπ κηα πφιε επηζπκεί λα απνθηήζεη κηα
ζέζε ζην ράξηε δελ είλαη απαξαηηήησο νηθνλνκηθήο
θχζεσο,
λα θαηαζηεί πεξηζζόηεξν ειθπζηηθή — γηα επελδχζεηο, σο ηνπξηζηηθφο πξννξηζκφο, νηθηζηηθή πεξηνρή,
γηα άιινπο νηθνλνκηθνχο ιφγνπο,
Bu unsurların hepsi, mekân markalaştırma yoluyla etkilenebilir. Ama bunu nasıl yapıyoruz?
Önce mekân markalaştırmanın, çoğu kez nasıl
yapıldığını ve bundan neden hoşlanmadığımı
inceleyeceğim. Buradan hareketle, mekân markalaştırmanın nasıl yapılabildiği hakkında benim
ne düşündüğüm ile ilgili çeşitli örnekler sunacağım ve Lefkoşa ve Kıbrıs‘tan bazı özel örneklere
değineceğim.
λα θάλεη ηνλ θόζκν λα ηαπηηζηεί καδί ηεο. Απφ ηνπο
ηξεηο, λνκίδσ απηφο είλαη ν πην ζεκαληηθφο ιφγνο.
΋ινη καο ηαπηηδφκαζηε θαηά θάπνην ηξφπν κε ηνλ
ηφπν θαηαγσγήο καο. ΋ηαλ βξίζθεζηε ζην εμσηεξηθφ, δελ ζαο ξσηάλε απφ πνχ είζηε; Καη ηφηε ιέηε
―είκαη απφ ηελ Κχπξν, είκαη Κχπξηνο.‖ ΢πρλά κπνξεί
λα δηεξσηάζηε, παξφιν πνπ δελ είλαη απαξαίηεην
λα ην γλσξίδεηε, πνηα είλαη ε γλψκε ησλ άιισλ γηα
ην γεγνλφο απηφ.
΋ιεο απηέο νη παξάκεηξνη κπνξνχλ λα επεξεαζηνχλ
κέζσ ηεο εθαξκνγήο ηνπ place branding. Πψο γίλεηαη
φκσο απηφ; Θα ζαο εμεγήζσ πξψηα πψο εθαξκφδεηαη
ζπλήζσο ην place branding θαη γηαηί δελ κνπ αξέζεη ν
ηξφπνο απηφο. Έπεηηα, ζα ζαο δψζσ θάπνηα παξαδείγκαηα γηα ην πψο λνκίδσ φηη κπνξεί λα εθαξκνζηεί έλα
πξφγξακκα place branding θαη ζα ζθηαγξαθήζσ θάπνηα παξαδείγκαηα εηδηθά γηα ηε Λεπθσζία θαη ηελ
Κχπξν.
Mekân Markalaştırma – “Sıradan” Yol
Mekân markalaştırmasına ilgi duyan kentler,
çoğu kez, dünyaca bilinen bir mimarı, ikonik bir
bina tasarlaması için davet ederler. Fikir bu olup
da bina inşa edildiği zaman, sonunda dünya sizin kenti görecektir. Bilbao‘daki Guggenheim‘ı
örnek olarak alınız – turizmi artırmış veya artırmamış olabilir, fakat kesinlikle Bilbao‘nun dünya
haritasında bir yere konmasına yardım etmiştir.
Mimarlar, mekânların kimliğinde önemli bir rol
oynamaktadırlar. Bu, bir mekânın hangi şekilde,
nasıl geliştiği ile ilgilidir. İnsanların kendilerinin
–yaşam ortamlarının nasıl geliştiği, tarih, derinlik ve değişim ile ilgilidir. Sanıyorum, daha geniş
bir anlamda mimarlık ve planlama, mekân kimliğimizi ve mekân imajımızı anlamamızda merkezi
bir yerdedir.
Ο “ζπλήζεο” ηξόπνο γηα ηελ αλάπηπμε
ηνπ branding ελόο ηόπνπ
Οη πφιεηο πνπ ελδηαθέξνληαη γηα ηηο εθαξκνγή ηνπ
δηθνχ ηνπο branding ζπρλά θαινχλ έλαλ αξρηηέθηνλα
δηεζλνχο θήκεο λα ζρεδηάζεη έλα θηίξην ζχκβνιν,
πηζηεχνληαο φηη, αθνχ ην θηίξην απηφ ζα έρεη θηηζηεί,
ν θφζκνο επηηέινπο ζα δεη θαη ηελ πφιε. Πάξηε γηα
παξάδεηγκα, ην Μνπζείν Guggenheim ζην Μπηικπάν,
είηε έρεη ζπκβάιεη ζηελ αχμεζε ηεο ηνπξηζηηθήο θίλεζεο είηε φρη, ζίγνπξα έβαιε ην Μπηικπάν ζηνλ παγθφζκην ράξηε. Η αξρηηεθηνληθή έρεη ζεκειηψδε ζεκαζία
ζηε δηακφξθσζε ηεο ηαπηφηεηαο ελφο ηφπνπ. Έρεη λα
θάλεη κε ηνλ ηξφπν πνπ αλαπηχζζεηαη έλαο ηφπνο, ηνλ
ηξφπν πνπ αλαπηχζζνληαη νη ίδηνη νη άλζξσπνη θαη ην
κέξνο φπνπ δηαβηνχλ. Έρεη λα θάλεη κε ηελ ηζηνξία, ην
βάζνο ρξφλνπ, ηελ εμέιημε. Πηζηεχσ φηη ε αξρηηεθηνληθή θαη ν ζρεδηαζκφο ζε έλα επξχηεξν πιαίζην είλαη
Mekân markalamanın en sık görülen mekanizmaları arasında şunlar vardır:
Yüksek binalar: Gökdelenler inşa etmek için
bir eğilim vardır ve burada bütün gökyüzü çizgilerinin, kent siluetlerinin sonunda birbirine ben-
35
Festivals: While some festivals are very much
a part of a place, others are not and feel quite
artificial.
Logos: While I am not normally a fan of logos,
I can be convinced that logos are in certain
situations —for campaigns, companies, et cetera. However, it seems all too often that city
request the development of a logo for their city
only to spend a massive amount of time,
money, and energy that could be better spent
elsewhere.
HOW?
Campaigns: Advertising campaigns can be
often useful in the tourism industry. Yet general, generic city campaigns like the Be Berlin,
often lack clarity in purpose and scope. What is
really meant by the slogan ―Be Berlin‖ campaign,? How is it supposed to capture the complexities of such a place.
These are just a few of the most common ways
cities attempt to brand themselves. Yet, in
their attempts to distinguish themselves, cities
often end up doing the exact same things (be
it a new building, festival, logo, or campaign).
Ironically, the more they try to become distinctive, the more they become the same because
they all use the same recipe and implement
more or less the same means all the time.
Branding Bogotá
Several years ago, I did some work in Bogotá
Columbia. We were asked by the city government to develop their place branding strategy
(initially we were asked to develop their marketing strategy, but ultimately we used place
branding). Bogotá is a city in a difficult situation: with a population of somewhere between
7-10 million people; a lot of internal immigration caused by decades of war; total chaotic
spatial development; no real recognizable architecture and planning; and huge amounts of
poverty (with 20 percent of the population living under the poverty line). Given such a
status I couldn‘t help but wonder, is branding
really what Bogotá needs at the moment?
We began working with a team of experts in
the fields of urban and spatial planning—rather
than communications and marketing—to truly
determine if Bogota could benefit from branding. Moreover, we wanted to understand Bogota, its current situation, and identify what
composed its underlying urban fabric. Our
work proceeded in 3 steps that are very common, but nonetheless I think they are worth
mentioning.
Research: We began collecting our data,
which involved an extensive compilation of
existing university and governmental reports, media articles, surveys, et cetera.
We also researched articles appearing in
30 international newspapers over a period
of 10 years to see what they wrote about
36
zemesi tehlikesi bulunmaktadır.
βαζηθέο έλλνηεο γηα ηελ θαηαλφεζε ηεο ηαπηφηεηαο
ελφο ηφπνπ θαη ηεο εηθφλαο ελφο ηφπνπ.
Şenlikler: Bazı şenlikler, bir mekânın aşırı derecede bir parçası halinde iken, diğerleri öyle
değildir ve oldukça yapay oldukları hissedilmektedir.
Οη πην δηαδεδνκέλνη κεραληζκνί ηνπ place branding
είλαη νη εμήο:
Πολσώρουα κτίρια: Τπάξρεη κηα ηάζε αλέγεξζεο
ςειψλ θηηξίσλ, κε ηνλ θίλδπλν ζην ηέινο φινη νη νπξαλνμχζηεο λα θαίλνληαη ίδηνη.
Logolar: Ben normal olarak logoların hayranı
değilsem de, logoların belli durumlarda –
kampanyalar, şirketler ve sair için- ikna edilebilirim. Bununla beraber, kent, hepsinde de çoğunlukla, kendi kentleri için bir logonun geliştirilmesini ister ve sadece bunun için, büyük miktarda zaman, para ve enerji harcarlar ki bu,
başka bir yerde daha iyi harcanmış olabilir.
Φεστιβάλ: Δλψ θάπνηα θεζηηβάι είλαη ηαπηφζεκα κε
έλαλ ηφπν, θάπνηα άιια δελ είλαη θαη κνηάδνπλ θάπσο
θηηαρηά.
Λογότσπα: Παξφιν πνπ ζπλήζσο δελ κ' αξέζνπλ ηα
ινγφηππα, έρσ πεηζζεί φηη ζε θάπνηεο πεξηπηψζεηο,
φπσο θακπάληεο, εηαηξείεο θιπ, κπνξεί λα είλαη ρξήζηκα. Ωζηφζν, θαίλεηαη φηη πνιχ ζπρλά ππάξρεη ελδηαθέξνλ γηα ηελ αλάπηπμε ινγφηππνπ κηαο πφιεο θαη
μνδεχεηαη απίζηεπηνο ρξφλνο, ελέξγεηα θαη επελδχνληαη ηεξάζηηα πνζά, ηα νπνία ζα ήηαλ θαιχηεξν λα
ρξεζηκνπνηεζνχλ θάπνπ αιινχ.
Kampanyalar: Reklam kampanyaları, turizm
sanayiinde çoğu kez yararlı olabilmektedir. Yine
de genellikle, ―Be Berlin” gibi jenerik olan kent
kampanyaları çoğunlukla amaç ve hedefte açık
değildir. “Be Berlin” kampanyası sloganı ile aslında
ne demek istenmektedir? Böylesi bir mekânın karmaşıklıklarının yakalanması nasıl düşünülmüştür?
Καμπάνιες: Οη δηαθεκηζηηθέο θακπάληεο πνιχ ζπρλά
βνεζνχλ ηνλ ηνπξηζκφ κηαο πφιεο. Ωζηφζν, γεληθέο
θαη γεληθεπκέλεο θακπάληεο φπσο ην ζιφγθαλ Be Berlin, ζπρλά ζηεξνχληαη ζαθνχο ζηφρνπ θαη ζθνπνχ. Ση
ζέιεη λα πεη ην ζιφγθαλ ―Be Berlin‖; Πψο θηινδνμεί
λα ζπιιάβεη ηελ πνιππινθφηεηα ελφο ηέηνηνπ ηφπνπ;
Bunlar, kentlerin kendilerini markalaştırmak için
en sık giriştikleri yollardan bazılarıdır. Ama yine
de, kentler, kendilerini farklılaştırma girişimlerinde, çoğu kez sonunda tam da aynı şeyleri
yaparlar (bu, yeni bir bina, şenlik, logo veya
kampanya olabilir). İronik olarak, farklı olmak
için ne kadar çaba gösterirlerse, o kadar benzer
olurlar. Çünkü hepsi de aynı reçeteyi kullanmaktadır ve her zaman için bunu az veya çok aynı
araçlarla yerine getirirler.
Απηέο είλαη κφλν θάπνηεο απφ ηηο πην θνηλέο κεζφδνπο
πνπ ρξεζηκνπνηνχλ νη αξρέο ησλ πφιεσλ ζε κηα πξνζπάζεηα λα θαζηεξψζνπλ έλα φλνκα γηα ηελ πφιε
ηνπο. Ωζηφζν, ζηελ πξνζπάζεηά ηνπο λα δηαθνξνπνηεζνχλ, νη πφιεηο ζπλήζσο θαηαιήγνπλ λα θάλνπλ
αθξηβψο ηα ίδηα πξάγκαηα (είηε είλαη έλα λέν θηίξην,
έλα θεζηηβάι, ινγφηππν ή θακπάληα). Καηά ηξαγηθή
εηξσλεία, φζν πεξηζζφηεξν πξνζπαζνχλ λα δηαθνξνπνηεζνχλ, ηφζν πεξηζζφηεξν θαηαληνχλ λα είλαη ίδηεο,
επεηδή ρξεζηκνπνηνχλ ηελ ίδηα ζπληαγή θαη εθαξκφδνπλ ιίγν ή πνιχ ηα ίδηα κέζα θάζε θνξά.
Bogota’yı markalaştırma
Birkaç yıl önce, Bogota Kolombiya‘da bazı işler
yaptım. Kent yönetimi tarafından, onların mekân markalaştırma stratejilerini geliştirmemiz
istendi (ilk başta onların pazarlama stratejilerini
geliştirmemiz istenmişti, ama sonunda mekân
markalaştırmayı kullandık). Bogota, zor durumda olan bir kenttir: Nüfusu 7 ile 10 milyon insan
arasında bir yerdedir. Onyıllar süren savaş yüzünden fazla sayıda iç göç vardır. Tamamen
karman çorman olan bir mekân gelişmesine sahiptir.
Gerçekten tanınabilen bir mimari ve
planlama yoktur ve (yoksulluk sınırının altında
yaşayan nüfusun yüzde 20‘si ile) muazzam miktarlarda yoksulluk içindedir. Böylesi bir durumda, Bogota‘nın şu anda gerçekten ihtiyaç duyduğu şey markalaştırma mıdır? diye düşünmekten
kendimi alamadım.
Σν παξάδεηγκα ηεο Μπνγθνηά
Πξηλ απφ αξθεηά ρξφληα αλέιαβα έλα έξγν ζηελ Μπνγθνηά, πξσηεχνπζα ηεο Κνινκβίαο. Μαο δήηεζαλ απφ
ηε δηνίθεζε ηεο πφιεο λα αλαπηχμνπκε έλα ζηξαηεγηθφ πιάλν γηα ηε δεκηνπξγία branding ηεο Μπνγθνηά
(ζηελ αξρή κάο δήηεζαλ λα αλαπηχμνπκε ζηξαηεγηθή
κάξθεηηγθ, ηειηθά φκσο ρξεζηκνπνηήζακε κεζφδνπο
place branding). Η Μπνγθνηά είλαη κηα πφιε πνπ αληηκεησπίδεη δπζρέξεηεο: ν πιεζπζκφο θπκαίλεηαη απφ 7
έσο 10 εθαηνκκχξηα, ππάξρεη έληνλε εζσηεξηθή κεηαλάζηεπζε ιφγσ ηνπ πνιέκνπ πνπ καίλεηαη επί δεθαεηίεο, απφιπην πνιενδνκηθφ ράνο, θαλέλα ίρλνο πξαγκαηηθά αλαγλσξίζηκεο αξρηηεθηνληθήο θαη ζρεδηαζκνχ
θαη πάξα πνιιή θηψρεηα (ην 20 ηνηο εθαηφ ηνπ πιεζπζκνχ δεη θάησ απφ ην φξην ηεο θηψρεηαο). Γεδνκέλεο κηαο ηέηνηαο θαηάζηαζεο, δελ κπνξνχζα λα κελ
αλαξσηεζψ αλ ην branding είλαη απηφ πνπ πξαγκαηηθά ρξεηάδεηαη ε Μπνγθνηά απηή ηε ζηηγκή.
Acaba Bogota markalaştırmadan yararlanabilir
mi?‖ sorusunun yanıtını gerçekten belirlemek
için -iletişim ve pazarlamadan çok-, kentsel ve
mekânsal planlama alanlarındaki uzmanlar ekibi
ile çalışmaya başladık. Bunun da ötesinde, Bogota‘yı, onun bugünkü durumunu anlamak ve
altında yatan kentsel dokunun ne olduğunu belirlemek istedik. Çalışmamız çok bilinen üç
adımda ilerledi, fakat bununla beraber, sanıyorum yine de sözünü etmeye değer.
Ξεθηλήζακε ζπλεξγαζία κε νκάδα επαγγεικαηηψλ
ζηνλ ηνκέα ηεο πνιενδνκίαο θαη ηεο ρσξνηαμίαο, αληί
κε επαγγεικαηίεο δεκνζίσλ ζρέζεσλ θαη κάξθεηηγθ,
γηα λα δνχκε αλ ε Μπνγθνηά έρεη πξάγκαηη θάηη λα
θεξδίζεη απφ ηελ εθαξκνγή κηαο ζηξαηεγηθήο branding. Δπηπιένλ, ζειήζακε λα θαηαλνήζνπκε ηελ ηξέρνπζα θαηάζηαζε ζηελ πφιε ηεο Μπνγθνηά θαη λα
δνχκε απφ ηη απαξηίδεηαη ν ππνθείκελνο αζηηθφο ηζηφο.
Η εξγαζία καο ρσξίζηεθε ζε 3 ζηάδηα πνπ είλαη θαη ηα
αλακελφκελα, παξά ηαχηα λνκίδσ αμίδεη λα ηα αλαθέξνπκε.
Araştırma: Verilerimizi toplamaya başladık
ve bunu yaparken, var olan üniversite ve
hükümet raporlarını, medya makalelerini,
Έξεπλα: Ξεθηλήζακε καδεχνληαο πιηθφ, ην νπνίν
πεξηιάκβαλε εθηελή ζπιινγή πθηζηάκελσλ παλεπη-
37
Bogotá. Most importantly, we wanted to
know what the people —the Bogotanos as
they are called—think of their city, so we
conducted many interviews using the methods of the social sciences, (especially qualitative interviews, focus groups, workshops).
Analysis: After collecting all of the data, we
began analyzing it, looking at Bogota, its
image, and its perceptions. One interesting
result we found during our analysis: Criminality in Bogotá is one of the lowest of any
cities in Latin in America, yet its image is of
a violent city where you will be pressed to
buy drugs, weapons, you‘ll be kidnapped,
et cetera. What our research and analysis
indicated was that Bogota could perhaps
really benefit from
communication improvements, because, even though it could
be better, things in Bogota were not as bad
as the image.
Develop a Strategy: After the analysis, we
worked with a group of 80 people —various
local actors, stakeholders, politicians—to
create a vision for Bogota and to set strategic goals.
In Bogota, we needed to find measures that
could reflect the different little pieces of the
puzzle that is a city. The principles behind
these measures were: 1) places are complex.
No single thing can comprise a place‘s complexity. They often have internal conflicts and
are constantly changing. 2) Places are not consumer goods—they‘re not a shampoo. But perhaps most importantly 3) People make the
place. People are constantly defining and redefining places. 4) Places change over time.
Bogotá this year is different than Bogotá last
year (when there was a scandal and the mayor
was in prison). So my campaign would be rubbish if I did not manage to find a way to convey these intricacies through these different
measures. I won‘t get into the implementation
of these measures, but there was one guiding
principle behind the whole thing: participation.
Participation is not just about talking to the
people, understanding, creating common visions, goals and measures. This is what we did
with our study group. Bogotá is a city of 8 million people and I talked to 80. What is more
important with participation is to understand
that you are doing what you are doing so that
people can lead better lives. It is not just participation in the planning of the strategy, but it
is participation and any kind of added value
that comes out of a strategy. I think this is
something we often forget. Before I finish, I
would like to draw your attention to 3 specific
examples from Bogotá and then one example
from Berlin.
Prior to traveling to Colombia, I didn‘t know
38
ζηεκηαθψλ κειεηψλ, θπβεξλεηηθψλ εθζέζεσλ,
άξζξσλ απφ κέζα καδηθήο ελεκέξσζεο, εξεπλψλ
θαη ινηπά. Δπίζεο, ςάμακε άξζξα ηα νπνία δεκνζηεχηεθαλ ζε 30 εθεκεξίδεο δηεζλψο ζε δηάζηεκα
10 εηψλ γηα λα δνχκε ηη έρεη γξαθηεί γηα ηελ Μπνγθνηά. Κπξίσο ζέιακε λα κάζνπκε πνηα γλψκε
έρνπλ νη ληφπηνη, νη Bogotanos, γηα ηελ πφιε ηνπο,
θη έηζη πήξακε αξθεηέο ζπλεληεχμεηο ρξεζηκνπνηψληαο κεζφδνπο απφ ηηο θνηλσληθέο επηζηήκεο
(θπξίσο ζπλεληεχμεηο γηα ζπιινγή πνηνηηθψλ δεδνκέλσλ, νκάδεο εζηηαζκέλεο ζπδήηεζεο, εξγαζηήξηα).
araştırmaları vs geniş bir şekilde toplamamız
gerekti. Ayrıca, Bogota hakkında ne yazmış
olduklarını görmek için, 10 yıllık bir dönem
içinde 30 uluslararası gazetede çıkmış olan
makaleleri de araştırdık. En önemlisi, halkın
– ki Bogotanos diye anılmaktadırlar - kentleri
hakkında ne düşündüklerini öğrenmek istedik
ve sosyal bilimlerin yöntemlerini (özellikle
nitelikli söyleşiler, odak grupları, çalıştaylar)
kullanarak, birçok söyleşiler yaptık.
Αλάιπζε: Αθνχ καδέςακε φια ηα απαηηνχκελα
ζηνηρεία, αξρίζακε ηελ αλάιπζή ηνπο, έρνληαο ππφςε καο ηε Μπνγθνηά, ηελ εηθφλα ηεο θαη ηηο δηάθνξεο αληηιήςεηο γχξσ απφ απηήλ. Να ζαο αλαθέξσ
έλα ελδηαθέξνλ ζπκπέξαζκα πνπ πξνέθπςε απφ
ηελ έξεπλα: ε εγθιεκαηηθφηεηα ζηελ Μπνγθνηά
παξνπζηάδεη ηα ιηγφηεξα θξνχζκαηα ζε ζχγθξηζε κε
άιιεο πφιεηο ηεο Λαηηληθήο Ακεξηθήο, φκσο ε γλψκε
πνπ έρεη ν θφζκνο γηα ηελ πφιε είλαη φηη είλαη κηα
βίαηε πφιε, φηη ζε πιεζηάδνπλ γηα λα ζνπ πνπιήζνπλ λαξθσηηθά ή φπια κε ην δφξη, φηη γίλνληαη απαγσγέο θιπ. Η δηθή καο έξεπλα θαη αλάιπζε έδεημε
φηη ε Μπνγθνηά ζα κπνξνχζε λα επσθειεζεί πξαγκαηηθά απφ κηα θαιχηεξε πξνβνιή γηαηί, αθφκα θη
αλ κπνξνχζε λα είλαη θαιχηεξε, ε θαηάζηαζε ζηελ
Μπνγθνηά δελ είλαη ηφζν άζρεκε φζν ε εηθφλα ηεο.
Analiz: Bütün verileri topladıktan sonra, Bogota‘ya, onun imajına ve algılanış şekillerine
bakarak, bunları analiz etmeye başladık.
Analizimiz sırasında bulduğumuz ilginç bir
sonuç şuydu: Bogota‘daki suç işleme oranı,
Latin Amerika‘daki herhangi bir kentte olan
en düşük oranlardan biri kadardı. Bununla
birlikte Bogota‘nın imajı, uyuşturucu, silah
almaya zorlanılan, kaçırılabileceğiniz vs,
şiddet kullanılan bir kent imajı şeklinde idi.
Araştırma ve analizimizin gösterdiği nokta,
Bogota‘nın belki de iletişimin geliştirilmesinden gerçekten yararlanabileceği idi. Çünkü,
Bogota‘daki durum, daha iyi olabileceğine
rağmen, imajındaki kadar kötü değildi.
Αλάπηπμε ζηξαηεγηθήο: Αθνχ νινθιεξψζεθε ε
δηαδηθαζία ηεο αλάιπζεο, δνπιέςακε κε κηα νκάδα
80 αηφκσλ απφ δηάθνξνπο ηνπηθνχο παξάγνληεο,
θχθινπο ζπκθεξφλησλ, πνιηηηθνχο, ψζηε λα δηακνξθσζεί έλα φξακα γηα ηελ Μπνγθνηά θαη λα ηεζνχλ ζηξαηεγηθνί ζηφρνη.
Bir Strateji geliştiriniz: Analizden sonra, Bogota için bir vizyon yaratmak ve stratejik
hedefleri belirlemek üzere, -çeşitli yerel
oyunculardan, paydaşlardan, politikacılardan oluşan- 80 kişilik bir insan grubu ile
çalıştık.
΢ηελ Μπνγθνηά ρξεηάζηεθε λα βξνχκε ιχζεηο πνπ ζα
κπνξνχζαλ λα αληαλαθινχλ ηα πνιιά κηθξά θνκκάηηα
ηνπ παδι ηεο πφιεο. Οη βαζηθέο αξρέο πνπ θξχβνληαη
πίζσ απφ ηηο ιχζεηο απηέο είλαη νη εμήο: 1) Ο θάζε
ηφπνο ραξαθηεξίδεηαη απφ πνιππινθφηεηα ε νπνία δελ
κπνξεί λα απνηειείηαη απφ έλα θαη κφλν ζηνηρείν.
Οη δηάθνξεο παξάκεηξνη παξνπζηάδνπλ εζσηεξηθέο
ζπγθξνχζεηο θαη βξίζθνληαη ζε κηα δηαξθή δηαδηθαζία
κεηαβνιψλ. 2) Ο ηφπνο δελ είλαη θαηαλαισηηθφ πξντφλ, φπσο ην ζακπνπάλ. Σν πην ζεκαληηθφ ίζσο είλαη
φηη 3) νη άλζξσπνη θάλνπλ ηνλ ηφπν. Οη άλζξσπνη
πξνζδηνξίδνπλ ηνλ ηφπν θαη ηνλ επαλαπξνζδηνξίδνπλ
ζπλερψο. 4) Ο θάζε ηφπνο αιιάδεη κε ηελ πάξνδν ηνπ
ρξφλνπ. Η Μπνγθνηά θέηνο είλαη δηαθνξεηηθή απφ
απηφ πνπ ήηαλ πέξζη (ιφγσ ηνπ ζθαλδάινπ κε ην δήκαξρν πνπ θπιαθίζηεθε). Δπνκέλσο, ε θακπάληα κνπ
δελ ζα έρεη απνιχησο θαλέλα λφεκα, εάλ δελ θαηαθέξσ λα βξσ έλαλ ηξφπν λα ελζσκαηψζσ ηα επηκέξνπο
ζχλζεηα ραξαθηεξηζηηθά κέζα απφ ηε ιήςε δηαθνξεηηθψλ κέηξσλ. Γελ ζα κπσ ζε ιεπηνκέξεηεο ζρεηηθά
κε ηελ εθαξκνγή ησλ κέηξσλ απηψλ, ε θχξηα θαη
βαζηθή αξρή φκσο πίζσ απφ ηελ φιε πξνζπάζεηα είλαη
κία: ε ζπκκεηνρή.
Bogota‘da bir yap-boz‘un farklı parçalarını yansıtacak olan, ki bu bir kentti- önlemleri bulmamız
gerekmekteydi. Bu önlemlerin arkasındaki ilkeler şunlardı: 1) Mekânlar karmaşıktır. Hiçbir tek
şey, bir mekânın karmaşıklığından oluşamaz.
Onların çoğu kez iç çatışmaları vardır ve bunlar
sürekli olarak değişmektedir. 2) Mekânlar, tüketici malları değildir – bir şampu değildir. Fakat
belki de en önemlisi 3) Mekânları, insanlar oluşturmaktadır. Bogota, bu yıl, geçen yılın Bogota‘sından daha farklıdır (geçen yıl bir skandal vardı
ve belediye başkanı hapiste idi). Bu farklı önlemler aracılığıyla bu incelikleri iletmek için bir
yol bulamamış olsaydım, böylece kampanyam
boşa çıkmış olacaktı. Bu önlemlerin uygulamasına geçemeyecektim. Fakat bütün işin arkasında
öncülük eden bir ilke vardı: katılım.
Katılım, sadece insanlarla konuşmak, onları anlamak, onlarla ortak vizyonlar oluşturmak, hedefler ve önlemler ile ilgili değildir. Kendi çalışma grubumuzla yaptığımız şuydu:
΢πκκεηνρή δελ είλαη απιψο ε ζπδήηεζε κε ηνλ θφζκν,
ε θαηαλφεζε ησλ πξνβιεκάησλ, ε δεκηνπξγία θνηλνχ
νξάκαηνο θαη ζηφρσλ θαη ε εμεχξεζε ιχζεσλ. Απηφ ην
είρακε θάλεη κε ηελ νκάδα εξγαζίαο. Η Μπνγθνηά
είλαη κηα πφιε 8 εθαηνκκπξίσλ αλζξψπσλ θη εγψ κίιεζα ζε 80 απφ απηνχο. Απηφ πνπ πξνέρεη φζνλ αθνξά ζηε ζπκκεηνρή είλαη λα θαηαλνήζνπκε πσο θάλνπκε φ,ηη θάλνπκε κε ζηφρν ηε βειηίσζε ηεο δσήο ησλ
αλζξψπσλ. Γελ είλαη απιψο ε ζπκκεηνρή ζην ζρεδηαζκφ ζηξαηεγηθήο, αιιά ε ζπκκεηνρή θαη νπνηαδήπνηε
άιινπ είδνπο πξνζηηζέκελε αμία πνπ απνξξέεη απφ
ηελ ζηξαηεγηθή. Ννκίδσ απηφ είλαη θάηη πνπ ζπρλά
καο δηαθεχγεη. Πξηλ φκσο θηάζσ ζην ηέινο, ζα ήζεια
λα επηζεκάλσ 3 ραξαθηεξηζηηθά παξαδείγκαηα απφ
Bogota, 8 milyon kişilik bir kenttir ve ben 80 kişi
ile konuştum. Katılım ile ilgili olarak daha da
önemli olan şudur: Ne yaptığınızı anlamalısınız,
çünkü bunu, insanlar daha iyi bir yaşam sürdürebilsinler diye yapıyorsunuz. Bu, sadece stratejinin planlanmasına katılım değil, fakat katılım ve
bir stratejiden ortaya çıkan herhangi türde bir
katma değerdir. Sanıyorum bu, çoğunlukla unuttuğumuz bir şeydir. Bitirmezden önce, Bogota‘dan üç özel örneğe dikkatinizi çekmek istiyorum
39
much about Bogotá. One of the first things that
we identified while conducting our research
was that Bogotá is home to one of the most
important theatre festival in the world. Did you
know that? I certainly didn‘t. Perhaps people in
the theatre world know about it. In any case, it
is there, and it is a huge attraction. I‘ve since
learned that big Berlin theaters send groups to
Bogotá every two years to the festival. This
event was something that didn‘t require any
sort of developing — the product is already
there, and it is wonderful. In this case, the instruments of classical marketing would be absolutely legitimate. The creation of logos, campaigns, etc., but the product is in place — don‘t
touch it! It just needs to be communicated.
However, it is important to note that I am not
communicating the city — and I think this isn‘t
possible anyway — rather I am communicating
an element, a project. But through this event
I am indirectly communicating the city.
Another example: The city of Bogotá was very
eager to have an iconic building — a high rise,
a world trade center. They held an international competition which came down to the
world renown architect Zaha Hadid in the final
round. Though I personally like Zaha Hadid‘s
work very much, but it wouldn‘t matter if she
was in Bogotá, Nicosia, Berlin, or anywhere
else, she would do the same thing wherever
she was. This is to say, it has nothing to do
with the place. So we had suggested something different for Bogota:
A large percentage of the population of Bogotá
lives in informal settlements, which climb up
the hillsides. We suggested doing a serious rehabilitation project for these neighborhoods, or
even just one neighborhood. They could make
it into a model rehabilitation project and make
it something people will talk about. Our stance
was, people would then talk about this rehabilitation more than they would about another
Zaha Hadid tower.
Rather then spending
money on a tower — that they may or may not
need — it could go towards doing something
for the local people. Unfortunately, they didn‘t
hear us and decided to go for the tower.
Finally, the people we interviewed in Bogota
had 2 main visions for their city: 1) Bogotá as
a cultural capital — I had no problem with it
because it is a very cultural city. 2) Bogotá as
the city of biodiversity and environmental protection in Latin America — This is rubbish. The
city is in bad condition, the air is polluted, the
water is polluted. Yet, the fact that so many
people talked about it is legitimate. Many of
these people saw it as a first priority for their
city and what it is to become. This is something that needs to be taken very seriously. In
this case, traditional marketing and communication won‘t work. It instead requires urban
and spatial planners. This all came out of the
40
ηελ Μπνγθνηά θαη κεηά έλα παξάδεηγκα απφ ην Βεξνιίλν.
ve daha sonra Berlin‘den bir örnek vereceğim.
Πξηλ ηαμηδέςσ ζηελ Κνινκβία, δελ ήμεξα θαη πνιιά
πξάγκαηα γηα ηελ Μπνγθνηά. Έλα απφ ηα πξψηα
πξάγκαηα πνπ κάζακε ελφζσ θάλακε ηελ έξεπλά καο
είλαη φηη ε Μπνγθνηά θηινμελεί έλα απφ ηα ζεκαληηθφηεξα θεζηηβάι ζεάηξνπ ζηνλ θφζκν. Σν μέξαηε απηφ;
Δγψ ζίγνπξα φρη. Ίζσο ν θφζκνο ηνπ ζεάηξνπ λα ην
γλσξίδεη. Δλ πάζε πεξηπηψζεη, ην θεζηηβάι είλαη γεγνλφο θαη πξνζειθχεη πάξα πνιχ θφζκν. ΢ην κεηαμχ
έκαζα φηη κεγάιεο ζεαηξηθέο ζθελέο ηνπ Βεξνιίλνπ
ζηέιλνπλ ην ζίαζφ ηνπο ζηελ Μπνγθνηά αλά δηεηία γηα
ην θεζηηβάι. Σν πνιηηηζηηθφ απηφ γεγνλφο είλαη θάηη
πνπ δελ απαηηνχζε θάπνην ζρεδηαζκφ αλάπηπμεο, εθφζνλ ην πξντφλ είλαη ήδε εθεί θαη είλαη εμαηξεηηθφ.
΢ε θάζε πεξίπησζε, ηα εξγαιεία ηνπ παξαδνζηαθνχ
κάξθεηηγθ ζα ιεηηνπξγνχζαλ ζε έλα απνιχησο ζεκηηφ
πιαίζην. Γεκηνπξγία ινγφηππσλ, δηαθεκηζηηθέο θακπάληεο θιπ, ην πξντφλ φκσο είλαη κηα ραξά, αο ην
αθήζνπκε σο έρεη! Υξεηάδεηαη κνλάρα λα πξνβιεζεί.
Δίλαη, σζηφζν, ζεκαληηθφ λα ζεκεηψζνπκε φηη απηφ
πνπ θάλνπκε δελ είλαη πξνβνιή ηεο πφιεο, θάηη ηέηνην λνκίδσ είλαη αδχλαην νχησο ή άιισο, κάιινλ
πξνβάιινπκε θάπνην ζηνηρείν ηεο, έλα ζπγθεθξηκέλν
έξγν. Μέζσ ηνπ πνιηηηζηηθνχ απηνχ γεγνλφηνο, φκσο,
πξνβάιινπκε έκκεζα θαη ηελ πφιε.
Kolombiya‘ya seyahat etmezden önce, Bogota
hakkında pek fazla bilgim yoktu. Araştırmamızı
yürütürken saptadığımız ilk şeylerden biri, Bogota‘nın, dünyanın en önemli tiyatro şenliklerinden birinin ev sahibi olduğu idi. Bunu biliyor
muydunuz? Ben kesinlikle bilmiyordum. Belki de
tiyatro dünyasındaki insanlar bunun hakkında
bilgilidirler. Herhangi bir durumda, orada bu
şenlik vardır ve muazzam bir cazibedir. O zamandan beri, büyük Berlin tiyatrolarının her iki
yılda bir yapılan şenlik için Bogota‘ya gruplar
gönderdiğini öğrenmiş bulunuyorum. Bu etkinlik, herhangi tür bir gelişmeye ihtiyaç duymayan
bir şeydi – ürün halihazırda oradaydı ve şahaneydi. Bu durumda, klasik pazarlama araçları,
mutlaka akla uygun olacaktı. Logo oluşturulması, kampanyalar vs, ama ürün oradaydıdokunmamalıydınız. Sadece iletişime ihtiyacı
vardı. Bununla birlikte, kentle iletişim halinde
olmadığımı not etmem önemlidir – ve sanıyorum bu hiçbir şekilde olası değildi- daha çok bir
unsur ile, proje ile iletişimdeyim. Fakat bu etkinlik yoluyla, kent ile dolaysız iletişim halindeyim.
Να ζαο δψζσ αθφκα έλα παξάδεηγκα. Η ηνπηθή δηνίθεζε ζηελ Μπνγθνηά επηζπκνχζε δηαθαψο έλα θηίξην
ζχκβνιν γηα ηελ πφιε, έλαλ νπξαλνμχζηε σο θέληξν
δηεζλνχο εκπνξίνπ. Οη ππεχζπλνη νξγάλσζαλ δηεζλή
δηαγσληζκφ, φπνπ ζηελ ηειηθή θάζε θέξδηζε ε παγθνζκίσο γλσζηή αξρηηέθηνλαο Zaha Hadid. Παξφιν πνπ
εκέλα πξνζσπηθά κνπ αξέζεη πάξα πνιχ ε δνπιεηά
ηεο Zaha Hadid, μέξσ φηη δελ ζα είρε θακία απνιχησο ζεκαζία αλ ην έξγν πξννξηδφηαλ γηα ηελ Μπνγθνηά, ην Βεξνιίλν ή ηε Λεπθσζία, εθείλε ζα ζρεδίαδε ην
ίδην πξάγκα. Γελ έρεη λα θάλεη δειαδή κε ην κέξνο.
Άξα, ινηπφλ, πξνηείλακε θάηη δηαθνξεηηθφ γηα ηελ
Μπνγθνηά:
Bir başka örnek. Bogota kenti, ikonik bir binaya
- bir gökdelene, bir dünya ticaret merkezine sahip olmak için çok istekli idi. Dünyaca bilinen
mimar Zaha Hadid‘in kazandığı uluslararası bir
yarışma düzenlediler. Zaha Hadid‘in çalışmasını
ben kişi olarak çok fazla beğenmeme rağmen,
eğer o, Bogota‘da, Lefkoşa‘da, Berlin‘de veya
herhangi bir başka yerde olsaydı, fark etmez,
nerede olursa olsun aynı şeyi yine yapacaktı.
Bu, mekân ile hiç ilgisi olmadığı anlamına gelmektedir. O nedenle, Bogota için farklı bir şey
önermiştik:
Μεγάιν πνζνζηφ ηνπ πιεζπζκνχ ηεο Μπνγθνηά θαηνηθεί ζε απηνζρέδηεο θαη παξάλνκεο θαηαζθεπέο πνπ
εθηείλνληαη ζηηο πιαγηέο ησλ γχξσ ιφθσλ. Δκείο πξνηείλακε ηελ πξνψζεζε ελφο ζνβαξνχ ζρεδίνπ απνθαηάζηαζεο γηα ηηο γεηηνληέο απηέο, ή ηνπιάρηζηνλ γηα
κία κφλν γεηηνληά. Κάηη ηέηνην ζα κπνξνχζε λα απνηειέζεη πξφηππν πξφγξακκα απνθαηάζηαζεο θαη λα θάλεη ηνλ θφζκν λα κηιάεη γη' απηφ. Η ζέζε καο ήηαλ φηη
έλα ηέηνην πξφγξακκα απνθαηάζηαζεο ζα είρε κεγαιχηεξε απήρεζε ζηνλ θφζκν παξά αθόκα έλαο νπξαλνμχζηεο αιά Zaha Hadid. Αληί λα μνδέςνπκε ηφζα
ρξήκαηα γηα έλαλ πχξγν, πνπ κπνξεί λα είλαη ρξήζηκνο κπνξεί θαη φρη, ζα κπνξνχζακε λα ηα επελδχζνπκε πξνο φθεινο ηνπ ληφπηνπ πιεζπζκνχ. Γπζηπρψο,
δελ καο άθνπζαλ θαη απνθάζηζαλ λα πξνρσξήζνπλ κε
ηελ θαηαζθεπή ηνπ πχξγνπ.
Bogota nüfusunun büyük bir yüzdesi, tepe yamaçlarına tırmanan, yasa dışı yerleşim yerlerinde yaşamaktadır. Bu mahalleler için ciddi bir
rehabilitasyon projesi veya hatta tek bir mahalle
yapmayı önerdik. Onlar bunu model bir rehabilitasyon projesine ve halkın hakkında konuşabileceği bir şeye dönüştürebilirdi. Tavrımız şuydu:
Halk o zaman bu rehabilitasyon projesi ile ilgili
olarak, bir başka Zaha Hadid kulesi hakkında
konuşacağından daha fazla konuşacaktı. Bir kuleye para harcamaktan çok –ki buna ihtiyaç olabilir veya olmayabilirdi- yerel halk için bir şeyler
yapmak için harcanabilirdi. Ne yazık ki, bizi dinlemediler ve kule yaptırma kararını aldılar.
Σέινο, απφ ηηο ζπλεληεχμεηο πνπ πήξακε ζηελ Μπνγθνηά, δχν είλαη νη θχξηεο απφςεηο πνπ επηθξαηνχλ:
1) Η Μπνγθνηά σο πφιε πνπ πξνάγεη ηνλ πνιηηηζκφ —
δελ έρσ θαλέλα πξφβιεκα κε απηφ ην ραξαθηεξηζκφ,
γηαηί είλαη φλησο κηα πφιε κε έληνλε πνιηηηζηηθή δξαζηεξηφηεηα. 2) Η Μπνγθνηά σο πφιε πνπ πξνάγεη ηε
βηνπνηθηιφηεηα θαη ηελ πξνζηαζία ηνπ πεξηβάιινληνο
ζηε Λαηηληθή Ακεξηθή. Απηφ δελ ηζρχεη θαζφινπ. Η
πφιε βξίζθεηαη ζε θαθή θαηάζηαζε, ε αηκφζθαηξα
είλαη κνιπζκέλε, ην λεξφ είλαη κνιπζκέλν. Παξά ηαχηα, είλαη απνιχησο ζεκηηφ ην γεγνλφο φηη ηφζν πνιχο
θφζκνο κηιάεη γη' απηφ. Πνιινί κάιηζηα ην ζεσξνχλ
σο κέγηζηε πξνηεξαηφηεηα γηα ηελ πφιε θαη έηζη πξφθεηηαη λα γίλεη. Δίλαη θάηη πνπ πξέπεη λα ην ιάβνπκε
ζνβαξά ππφςε καο. Δλ πξνθεηκέλσ, ην παξαδνζηαθφ
Son olarak, Bogota‘da kendileri ile söyleşi yaptığımız insanların kendi kentleri için iki ana vizyonları vardı: 1) Bir kültür başkenti olarak Bogota, –bununla hiçbir sorunum yoktu. Çünkü
kültürel bir kentti. 2) Bogota, Latin Amerika‘da
biyolojik çeşitlilik ve çevre koruma kenti olarak
düşünülüyordu. Bu saçma bir şeydi. Çünkü kent
çok kötü durumdadır, havası kirlidir, suyu kirlenmiştir. Yine de birçok kişi bunun akla yakın
olduğundan söz etmektedir. Bu insanlardan çoğu, bunu, kendi kentleri için bir öncelik olarak
gördüler ve öyle olmasını istediler. Bunun, çok
ciddi bir şekilde ele alınması gerekmektedir. Bu
41
analysis of a branding campaign. We suggested that the mayor of the city work in conjunction with an environmental institute to
create a 30 point manifesto that spelled out
Bogota‘s plans for the next 50 years—create a
political instrument. Then you can use marketing techniques, promote and communicate the
manifesto. In this way, the message is not Bogotá is the city of biodiversity in Latin America—because people will laugh, and for legitimate reasons—but rather Bogotá has serious
problems in the environment, but we are doing a lot to improve it, and we are very creative in what we do. So this isn‘t about lying.
It‘s about communicating things you do. This
could also be a very good incentive for politicians.
I will end with something that we are just
starting now in Neukölln, a little neighborhood
in Berlin. Neukölln is a neighborhood that until recently had an extremely bad image. It is a
district where unemployment reaches 30% in
some areas; with a very high percentage of
immigration —especially from Turkey; high
rate of poverty (among both Germans and non
-Germans); and high levels of crime. It is not
just the image, the situation in Neukölln is not
easy. But like all places, it has both sides.
There are still social problems but it has lots of
potential.
We conducted some research and found that
there are a lot of new fashion stores. Small,
young fashion designers — many in there 20s
and 30s — who have found a little empty
space to create their fashion. Why here? Because the place is cheap, due to its bad reputation. We discovered, I believe, 35 individual
designers in this very small neighborhood.
Moreover, in our research we also found all of
these Turkish woman who were perfect at
working with a sewing machine (often operating in their kitchens, working on curtains,
dressing gowns, etc.) and said, what if we
brought these people together in the
neighborhood? This is exactly what we did. We
started last March. It‘s a project that is cofinanced by the European Social Fund. It‘s a
network where we bring migrant women and
local fashion designers together. It is an attempt to create a local cooperative which at
the same time creates a social network (it
does something for the migrants and their integration; its an economic network — it allow
these people to produce locally (labor is no
longer being exported elsewhere). This then
creates a different image of Neukölln.
NEMONA
Berlin-Neukölln
We had a fashion weekend on September 29th
and 30th. It was amazing because this network
showed their work together and suddenly
Neukölln is known in Berlin as the fashion district. So it has changed very much this bad
42
κάξθεηηγθ θαη ην παηρλίδη ησλ δεκφζησλ ζρέζεσλ δελ
ιεηηνπξγεί. Αλη' απηνχ απαηηείηαη ζρεδηαζκφο απφ πνιενδφκνπο θαη κεραληθνχο ρσξνηαμίαο. Απηφ ήηαλ ην
απνηέιεζκα ηεο αλάιπζεο γηα ηελ θακπάληα ηνπ
branding. Πξνηείλακε ζην δήκαξρν ηεο πφιεο λα ζπλεξγαζηεί κε θάπνην πεξηβαιινληηθφ ηλζηηηνχην γηα
ηελ θαηάξηηζε ζεκεηψκαηνο 30 ζεκείσλ γηα ην πιάλν
ηεο Μπνγθνηά γηα ηα επφκελα 50 ρξφληα, λα θηηάμεη
δειαδή έλα πνιηηηθφ εξγαιείν. ΢ηε ζπλέρεηα ζα κπνξνχζαλ λα εθαξκνζηνχλ θάπνηεο ηερληθέο κάξθεηηγθ,
λα γίλεη πξνψζεζε θαη δηάδνζε ηνπ ζεκεηψκαηνο. Με
ηνλ ηξφπν απηφ, ην κήλπκα πνπ πξέπεη λα δνζεί δελ
είλαη φηη ε Μπνγθνηά είλαη ε πφιε ηεο βηνπνηθηιφηεηαο
ζηε Λαηηληθή Ακεξηθή, ην νπνίν ζα πξνθαινχζε ηνλ
γέισηα, θαη φρη άδηθα κάιηζηα, αιιά κάιινλ φηη ε
Μπνγθνηά αληηκεησπίδεη ζνβαξά πεξηβαιινληηθά πξνβιήκαηα, φκσο θάλνπκε πνιιά γηα ηε βειηίσζε ηεο
θαηάζηαζεο θαη πξνζπαζνχκε λα είκαζηε δεκηνπξγηθνί
ζε απηφ πνπ θάλνπκε. Άξα, ινηπφλ, δελ έρεη λφεκα λα
ιέκε ςέκαηα. Απηφ πνπ ζέινπκε είλαη λα ελεκεξψζνπκε ηνλ θφζκν γηα ηε δξάζε καο. Κάηη ηέηνην ζα
κπνξνχζε λα απνηειέζεη θαιφ παξάδεηγκα γηα ηνπο
πνιηηηθνχο.
durumda, geleneksel pazarlama ve iletişim, iş
görmemektedir. Onun yerine, kent ve mekân
planlayıcılarına ihtiyaç duyulmaktadır. Bunların
hepsi, bir markalaştırma kampanyasının analizinden ortaya çıktı. Kentin belediye başkanına,
gelecek 50 yıl için, Bogota‘nın planlarını dile getirecek olan, 30 maddelik bir manifestonun hazırlanması için bir çevre enstitüsü ile birlikte çalışmasını, yani siyasal bir araç oluşturmasını
önerdik. Sonra pazarlama tekniklerini kullanabilir, manifestoyu ilerletip, iletişimini sağlayabilirsiniz. Mesaj, bu yolla, ―Bogota Latin Amerika‘daki biyolojik çeşitlilik kentidir‖ şeklinde değil –
çünkü halk buna haklı nedenlerle gülecektir,
ama daha çok ―Bogota’nın çevre konusunda ciddi sorunları vardır, ama bunu geliştirmek için
çok şey yapıyoruz ve yaptığımız işlerde de çok
yaratıcıyız” denmiş olacak. O nedenle bu, bir
yalanla ilgili değil, yapmakta olduğunuz şeylerin
başkalarına iletilmesi ile ilgilidir. Bu, politikacılar
için de çok iyi bir teşvik olabilir.
Θα ηειεηψζσ ηελ νκηιία κνπ κε έλα έξγν πνπ μεθηλήζακε πξφζθαηα ζηελ πεξηνρή Neukölln, ζην Βεξνιίλν.
Σν Neukölln είλαη κηα ζπλνηθία πνπ κέρξη πξφζθαηα
είρε ππεξβνιηθά θαθή θήκε. Δίλαη κηα πεξηθέξεηα
φπνπ ε αλεξγία ζε θάπνηεο πεξηνρέο θηάλεη ην 30%,
κε πνιχ πςειφ πνζνζηφ κεηαλάζηεπζεο θπξίσο απφ
ηελ Σνπξθία, πςειφ πνζνζηφ θηψρεηαο (πνπ αθνξά
θαη ζε Γεξκαλνχο θαη ζε κεηαλάζηεο), πςειφ πνζνζηφ
εγθιεκαηηθφηεηαο. Γελ είλαη απιψο ζέκα εηθόλαο ηνπ
ηφπνπ, ε δηαβίσζε ζηελ πεξηνρή ηνπ Neukölln δελ
είλαη εχθνιε. ΋κσο, φπσο ζπκβαίλεη κε θάζε ηφπν,
ππάξρνπλ δχν πιεπξέο ηνπ λνκίζκαηνο. Μπνξεί λα
ππάξρνπλ θνηλσληθά πξνβιήκαηα, ππάξρεη φκσο θαη
ηεξάζηην δπλακηθφ.
Berlin‘in küçük bir mahallesi olan Neukölln‘de,
şimdi başlamak üzere olduğumuz bir şey ile son
vereceğim. Neukölln, son zamanlara kadar kötü
bir imaja sahip olan bir mahalle idi. Bazı bölgelerde işsizliğin %30‘a kadar ulaştığı bir ilçedir.
Özellikle Türkiye‘den olmak üzere, çok yüksek
bir yüzdelikle göç almaktadır. Yüksek yoksulluk
oranı (hem Almanlar, hem de Alman olmayanlar
arasında) vardır ve suç işleme oranı da yüksektir. Sadece imajı değil, Neukölln‘deki durum da
kolay değildir. Fakat bütün yerlerdeki gibi, konunun iki yönü vardır. Orada hâlâ daha sosyal
sorunlar vardır, ama potansiyeli de çok fazladır.
Κάλακε κηα κηθξή έξεπλα θαη αλαθαιχςακε φηη ππάξρνπλ πνιιά λέα θαηλνχξηα θαηαζηήκαηα κφδαο. Νεαξνί ζρεδηαζηέο κφδαο, πνιινί απφ απηνχο ειηθίαο κεηαμχ 20 θαη 30 εηψλ, νη νπνίνη αλαθάιπςαλ κηθξά
καγαδάθηα πνπ είραλ κείλεη άδεηα θαη βξήθαλ ην ρψξν
λα δεκηνπξγήζνπλ. Γηαηί φκσο επέιεμαλ απηή ηελ
πεξηνρή; Δπεηδή είλαη θηελά ιφγσ ηεο θαθήο θήκεο
πνπ έρεη ην κέξνο. Βξήθακε λνκίδσ 35 ζρεδηαζηέο ζε
απηή ηελ πνιχ κηθξή γεηηνληά. Δπηπιένλ, ζηελ έξεπλά
καο αλαθαιχςακε φιεο απηέο ηηο θπξίεο απφ ηελ
Σνπξθία πνπ είλαη αξηζηνηέρλεο ηεο ξαπηνκεραλήο
(ζπλήζσο δνπιεχνπλ ζηελ θνπδίλα ηνπο, θηηάρλνπλ
θνπξηίλεο, θνξέκαηα θιπ) θαη ζθεθηήθακε γηαηί λα
κελ ηνπο θέξνπκε φινπο απηνχο καδί ζηελ ίδηα γεηηνληά; Κη απηφ αθξηβψο θάλακε. Ξεθηλήζακε ηνλ πεξαζκέλν Μάξηην. Δίλαη έλα έξγν πνπ ζπγρξεκαηνδνηείηαη απφ ην Δπξσπατθφ Κνηλσληθφ Σακείν. Πξφθεηηαη
γηα έλα δίθηπν πνπ ελψλεη ηηο κεηαλάζηξηεο κε ηνπο
ληφπηνπο ζρεδηαζηέο κφδαο. Πξφθεηηαη γηα κηα πξνζπάζεηα λα δεκηνπξγήζνπκε έλαλ ηνπηθφ ζπλεηαηξηζκφ, ν νπνίνο ηαπηφρξνλα δεκηνπξγεί έλα θνηλσληθφ
δίθηπν (βνεζά ηνπο κεηαλάζηεο θαη ζπκβάιιεη ζηελ
ελζσκάησζή ηνπο ζηελ θνηλσλία) θαη έλα νηθνλνκηθφ
δίθηπν πνπ δίλεη ηελ επθαηξία ζηνλ θφζκν λα δνπιέςεη ζηνλ ηφπν ηνπ (δελ γίλεηαη πιένλ εμαγσγή εξγαηηθνχ δπλακηθνχ). ΋ιν απηφ δεκηνπξγεί κηα λέα αληίιεςε γηα ην Neukölln.
Bazı araştırmalar yaptık ve orada bir çok yeni
moda depolarının var olduğunu ortaya çıkardık.
Küçük, genç moda tasarımcıları –buradakilerin
çoğu, 20‘lerinde ve 30‘larında- kendi modalarını
yaratmak için, burada küçük boş mekânlar bulmuşlar. Neden burada? Çünkü adı kötüye çıktığı
için mekân ucuz. Bu küçük mahallede, sanıyorum, 35 bireysel tasarımcı keşfettik. Dahası,
araştırmamızda şunu da bulduk ki, bu Türk kadınların hepsi de, bir dikiş makinesi ile çalışmada mükemmeldirler (çoğu kez mutfaklarında iş
görmektedirler, perdeler, elbiseler ve saire üzerinde çalışmaktadırlar) ve bu insanları mahallede bir araya getirebilirsek ne olur, dedik. Yaptığımız da aynen bu oldu. Geçen Mart‘ta başladık.
Finansmanı sağlayanlardan biri de Avrupa Sosyal Fonu‘dur. Göçmen kadınları ve yerel moda
tasarımcılarını bir araya getirdiğimiz bir ağ çalışmasıdır. Yerel bir kooperatif oluşturma çabası
yanında, aynı zamanda bir sosyal çalışma ağı da
oluşturmaktadır. Göçmenler ve onların bütünleşmesi için bir şey yapmaktadır; ekonomik bir
çalışma ağıdır – bu insanların yerel olarak üretim
yapmalarına izin vermektedir. (Emek, artık başka bir yere ihraç edilmemektedir). Bu, o zaman
Neukölln‘ün farklı bir imajını oluşturmaktadır.
΢ηηο 29 θαη 30 ΢επηεκβξίνπ δηνξγαλψζακε έλα fashion weekend. Ήηαλ θάηη πνιχ ζπνπδαίν γηαηί νη επαγγεικαηίεο απηνί είραλ ηελ επθαηξία λα δείμνπλ ηε δνπιεηά ηνπο ζπιινγηθά θαη μαθληθά ην Neukölln είλαη
γλσζηφ ζην Βεξνιίλν σο ε ζπλνηθία ηεο κφδαο. Έηζη
θαηάθεξε λα αιιάμεη θαηά πνιχ ηελ θαθή εηθφλα ηνπ.
29 ve 30 Eylül‘de bir moda hafta sonumuz vardı. Çok hayret verici idi, çünkü bu çalışma ağı,
yaptıklarını birlikte gösterdiler ve Neukölln, Ber-
43
image. Also, a lot of empty spaces in this area
were used for temporary purposes and thus it
livened up dead areas. This project started
half a year ago and it still has 2 years to go.
This project had nothing to do with advertising or promotion. It was really to create a social project that combines economic value
chains. But it became a place branding issue
because it has changed the image of a place—
not by communication, but by actually doing
something. For me, this is the main principle.
To summarize everything I wanted to say:
Forget one size fits it all. Places are unique.
Each place is single and distinct. There are no
fixed set solutions. Places cannot be analyzed
the same way. Take this seriously. There is
also something called place identity, but it is a
very tricky word. I prefer terms like sense of
place, uniqueness, distinctiveness. Place identity for me is quite different from place image,
although in reality you can not always tell
them apart. The distinction is very important
analytically, but chances are that you will
never be able to be sure about what is only
image and what reality. But this is one of
your main tasks: you need to identify the gap
you have between the reality and the perceptions. This place identity, this uniqueness, this
distinctiveness – what is it that is just in the
people's minds and what is real? This is where
you work in place branding. It requires serious analysis and robust methodologies. This is
not the analysis that a designer does to create
a better logo, rather it involves social sciences.
Place branding does not stand alone. It is
deeply integrated with all types of planning:
be it physical, architectural, social, economic,
or cultural. And finally, I think you need to not
forget, that if you if you want to position your
city, place branding is just one useful instrument. It may sometimes ne more useful to do
a serious economic agreement with another
place, an exchange, or something else. You
may keep place branding in your mind all the
time so that you think about how what you do
changes the image of a place, but it doesn't
always have to be a priority.
SUMMARY
Thank you very much.
• Each place is unique (not one size fits all).
• Place Identity (uniqueness, distinctiveness).
• Define gap between reality and perceptions =>
Serious analysis with robust methodologies.
• Integrate Place Branding with planning (physical, social,
cultural, economic, etc.) and Place Management.
• Integrate Place Branding with other positioning instruments: political, cultural, economic, etc. agreements.
KEEP IN MIND: For WHOM?
44
lin‘de aniden bir moda ilçesi olarak bilindi. Böylece, onun bu kötü imajını değiştirdi. Ayrıca, bu
bölgedeki bir çok boş mekân, geçici amaçlar için
kullanıldı ve böylece ölü olan bölgeler canlanmış
oldu. Bu proje, altı ay önce başladı ve iki yıllık
bir süresi daha vardır. Bu projenin reklam veya
promosyon ile herhangi bir ilgisi yoktu. Ekonomik değer zincirlerini bağlayan, gerçekten bir
sosyal projeyi oluşturmak içindi. Fakat bir mekân markalaştırma konusu haline geldi. Çünkü
bir mekânın imajını değiştirdi- bunu iletişim yoluyla değil, gerçekten bir şeyler yaparak yaptı.
Bu, benim için ana ilkedir.
Δπίζεο, πνιινί ρψξνη πνπ παξέκελαλ αλεθκεηάιιεπηνη ζηελ πεξηνρή, επηζηξαηεχηεθαλ ζε πξνζσξηλέο
ρξήζεηο θη έδσζαλ λέα πλνή ζε έλαλ ηφπν πνπ είρε
πέζεη ζε καξαζκφ. Σν πξφγξακκα μεθίλεζε πξηλ απφ
κηζφ ρξφλν θαη ππνιείπνληαη άιια δχν ρξφληα ιεηηνπξγίαο. Απηφ ην πξφγξακκα δελ έρεη θακία ζρέζε
κε ηε δηαθήκηζε ή ηελ πξνψζεζε πξντφλησλ. ΢θνπφ
έρεη ηε δεκηνπξγία ελφο θνηλσληθνχ έξγνπ πνπ ζπλδπάδεηαη κε νηθνλνκηθέο αμίεο. Καηέιεμε φκσο λα αθνξά θαη ην place branding αθνχ θαηάθεξε λα αιιάμεη ηελ εηθφλα ελφο ηφπνπ, φρη ιφγσ ησλ δεκνζίσλ
ζρέζεσλ, αιιά κέζα απφ πξαγκαηηθά έξγα. Γηα 'κέλα
απηή είλαη ε θχξηα θαη βαζηθή αξρή.
΢πλνςίδνληαο ηα πην πάλσ ζα ήζεια λα ζαο αλαθέξσ
ην εμήο: Δδψ δελ ππάξρεη κία θφξκνπια πνπ ηαηξηάδεη
ζε φια. Ο θάζε ηφπνο είλαη κνλαδηθφο, έλαο θαη δηαθνξεηηθφο. Γελ ππάξρνπλ ζπγθεθξηκέλεο θαη κνλνιηζηθέο ιχζεηο. Γελ κπνξνχκε λα αλαιχζνπκε ηα ραξαθηεξηζηηθά ελφο ηφπνπ κε ηε κέζνδν πνπ ρξεζηκνπνηήζακε γηα έλαλ άιιν ηφπν. Λάβεηε απηή ηελ παξάκεηξν ζνβαξά ππφςε ζαο. Τπάξρεη θαη θάηη πνπ νλνκάδεηαη ηαπηόηεηα ελόο ηόπνπ, σο φξνο φκσο είλαη πξνβιεκαηηθφο. Πξνηηκψ φξνπο φπσο αίζζεζε ελόο ηόπνπ, κνλαδηθόηεηα, αλαγλωξηζηκόηεηα. Η ηαπηόηεηα
ελόο ηόπνπ ζεκαίλεη γηα 'κέλα θάηη δηαθνξεηηθφ απφ
ηελ εηθόλα ελόο ηόπνπ, παξφιν πνπ ζηελ πξαγκαηηθφηεηα δελ κπνξείο λα μερσξίζεηο ηηο δχν έλλνηεο. Η
δηάθξηζε ησλ δχν ελλνηψλ είλαη πνιχ ζεκαληηθή σο
πξνο ηα επηκέξνπο ραξαθηεξηζηηθά ηνπο, ππάξρεη
φκσο κεγάιε πηζαλφηεηα λα κελ κπνξεί θαλείο λα
είλαη ζίγνπξνο γηα ην ηη είλαη κφλν εηθόλα θαη ηη πξαγκαηηθφηεηα. Απηφ ζα πξέπεη λα είλαη θαη ην θχξην κέιεκά ζαο: πξέπεη λα εμεηάζεηε εάλ ππάξρεη ράζκα
κεηαμχ ηεο πξαγκαηηθφηεηαο θαη ησλ αληηιήςεσλ πνπ
επηθξαηνχλ. Η ηαπηφηεηα ελφο ηφπνπ, ε κνλαδηθφηεηα
θαη ε δηαθνξεηηθφηεηά ηνπ, ηη είλαη απηφ πνπ έρεη απιψο εληππσζεί ζηηο αληηιήςεηο ηνπ θφζκνπ θαη πνηα
ε πξαγκαηηθφηεηα. Απηφ είλαη πνπ δνπιεχνπκε ζην
place branding. Απαηηείηαη ζνβαξή αλάιπζε θαη ζηαζεξή κεζνδνινγία. Γελ αξθεί ε αλάιπζε ηνπ γξαθίζηα γηα ηε δεκηνπξγία ελφο θαιχηεξνπ ινγφηππνπ,
ρξεηάδεηαη κάιινλ ε αλάκεημε ησλ θνηλσληθψλ επηζηεκψλ γηα ηε δνπιεηά απηή.
Her şeyi özetlemek için şunu söylemek isterdim:
―Bir ölçü hepsine de uyar‖ demeyi unutunuz.
Mekânların benzeri yoktur. Her mekân, tektir ve
eşi yoktur. Belirlenmiş çözümler dizisi bulunmamaktadır. Mekânlar, aynı yolla analiz edilemez.
Bunu ciddiye alınız. Buna ayrıca mekân kimliği
diye bir şey denmektedir, ama çok karmaşık bir
sözcüktür. Mekânın duygusu, eşsizliği, farklılığı
gibi terimleri tercih ederim. Her ne kadar gerçekte onları her zaman ayıramazsanız da, benim
için mekân kimliği, mekan imajından oldukça
farklıdır. Fark, analitik olarak çok önemlidir. Fakat şanslar öyledir ki, neyin sadece imaj ve neyin gerçek olduğu hakkında asla emin olamayacaksınız. Ama bu, sizin ana görevlerinizden biridir: Gerçek ile algılar arasındaki mesafeyi belirlemeniz gerekmektedir. Bu mekân kimliği, bu
eşsizliği, bu farklılığı- sadece insanların aklında
olan ve gerçek olan nedir? Mekân markalaştırmada çalıştığınız yer burasıdır. Ciddi analiz ve
güçlü metodolojilere ihtiyaç duyulmaktadır. Bu,
bir tasarımcının daha iyi bir logo oluşturmak için
yaptığı bir analiz değildir, daha doğrusu, sosyal
bilimleri de içine katmayı gerektirir.
Mekân markalaştırma, kendi başına durmamaktadır. Planlamanın her türü ile derin bir şekilde
bütünleşmiştir: Bu, ister fiziksel, mimari, sosyal,
ekonomik veya kültürel olsun. Ve sonunda, sanıyorum bunu unutmamalısınız ki eğer kentinizi
konumlandırmak istiyorsanız, mekân markalaştırma sadece yararlı bir araçtır. Bazı zamanlarda
ciddi ekonomik bir anlaşma, değiş-tokuş veya
daha başka bir şey yapmak için daha yararlı olabilir. Mekân markalaştırmayı her zaman için aklınızın bir kenarında tutabilirsiniz ve böylece, bir
mekânın imajını nasıl ve ne yaparak değiştireceğiniz hakkında düşünürsünüz, fakat bunun, her
zaman için bir öncelik olması gerekmemektedir.
Σν place branding δελ κπνξεί λα ζηαζεί απφ κφλν
ηνπ. Δίλαη άξξεθηα ζπλδεδεκέλν κε θάζε ηχπν ζρεδηαζκνχ, είηε αθνξά ζην θπζηθφ πεξηβάιινλ, είηε πξφθεηηαη γηα αξρηηεθηνληθφ ζρεδηαζκφ, είηε αθνξά ζηηο
θνηλσληθέο, νηθνλνκηθέο ή πνιηηηζηηθέο δνκέο. Σέινο,
λνκίδσ φηη δελ πξέπεη λα μερλάηε φηη αλ ζέιεηε λα
πξνζδψζεηε ζηελ πφιε ζαο ηαπηφηεηα, ην place
branding είλαη απιψο έλα πνιχ ρξήζηκν εξγαιείν.
Κάπνηεο θνξέο κπνξεί λα είλαη πην ρξήζηκν λα θάλεη
θαλείο ζνβαξέο νηθνλνκηθέο ζπκθσλίεο κε αθφκα έλα
κέξνο, φπσο αληαιιαγέο ή θάηη άιιν. Δζείο κπνξείηε
λα έρεηε ζπλερψο ην λνπ ζαο ζηηο αξρέο ηνπ place
branding, ψζηε λα ζπκάζηε πσο φ,ηη θάλεηε έρεη ηνλ
ηξφπν λα αιιάμεη ηελ εηθφλα ελφο ηφπνπ, δελ είλαη
αλάγθε φκσο λα γίλεη απηνζθνπφο.
Çok teşekkür ederim.
΢αο επραξηζηψ πάξα πνιχ
45
Place Branding
for Nicosia
Cathy Parker
Institute of Place Management
Manchester Metropolitan University
Catherine Parker. Professor of Marketing and Retail
Enterprise,Manchester Metropolitan University Business
School (MMUBS). Catherine Parker has worked in the
fields of urban marketing and retail enterprise since
1995. In addition to her professorship at MMUBS, she is
also a visiting professor of marketing at the University of
Arts in London. Her professional and academic focus is
in contemporary applications of marketing to social issues. In particular the problem of litter, the marketing
and management of places, and the demise of the independent retail sector. She has implemented numerous
projects throughout the UK and has consulted various
cities worldwide. She is the Director of Development for
the Institute of Place Management, the Editor-in-Chief of
the Journal of Place Management and Development and
the author of numerous articles published in the field.
Good evening everyone
I'm from Manchester and this is a typical image of
Manchester. (Can I see a quick show of hands,
who's been to Manchester?) The image I am showing is Manchester‘s skyline. But, unless I told you
this was Manchester, I am not sure you would
know where it was from looking at this particular
image.
Going back to Ares‘ discussion about
iconic buildings, there is certainly some big, shiny
glass structures, but there is nothing in this picture
that is truly iconic, or in other words ―shouts out‖
that this is Manchester.
Manchester
This is actually an image from Marketing Manchester, which is the organization that has been asked
to put Manchester on the map - nationally and internationally - to attract investment – and so this
is the sort of image of Manchester they portray.
Manchester, August 2008
In contrast to this image of the ―original modern‖
city (Manchester‘s official branding slogan), many
of you will have seen very different pictures during
the riots of the summer 2011. The photos of Manchester and London beamed around the world
showed a very different image of Manchester.
The 3rd picture I'm showing, again, presents a
very different picture of Manchester. This is the
day after the riots, when many citizens and people
46
Σνπηθή Σαπηόηεηα
γηα ηε Λεπθσζία
Lefkoşa İçin Mekân
Markalaştırma
Κάζπ Πάξθεξ
Kathi Parker
Ιλζηηηνχην Σνπηθήο Γηαρείξηζεο
Μεηξνπνιηηηθφ Παλεπηζηήκην Μάληζεζηεξ
Mekân Yönetimi Enstitüsü
Manchester Metropolitan Üniversitesi
Catherine Parker. Καθηγήηρια Μάρκεηιγκ και Επιτειρήζεων
Λιανικής Πώληζης ζηο Manchester Metropolitan University
Business School (MMUBS). Εξγάζηεθε ζηνλ ηνκέα ηνπ
αζηηθνύ κάξθεηηγθ θαη ησλ επηρεηξήζεσλ ιηαληθήο πώιεζεο
από ην 1995. Δθηόο από ηελ ηδηόηεηά ηεο σο θαζεγήηξηαο
ζην MMUBS, είλαη επηζθέπηεο θαζεγήηξηα κάξθεηηγθ ζην
Παλεπηζηήκην Τερλώλ ηνπ Λνλδίλνπ. Τν επαγγεικαηηθό θαη
αθαδεκατθό ηεο πεδίν πεξηιακβάλεη ζύγρξνλεο εθαξκνγέο
ηνπ κάξθεηηγθ ζε θνηλσληθά ζέκαηα, εηδηθόηεξα όζνλ αθνξά
ζην δήηεκα ησλ απνξξηκάησλ, ην κάξθεηηγθ θαη ηε δηαρείξηζε ελόο ηόπνπ, θαζώο θαη ηελ εκπινθή αλεμάξηεησλ θνξέσλ ιηαληθήο πώιεζεο. Σπκκεηείρε ζηελ εθηέιεζε πνιιώλ
πξνγξακκάησλ ζε νιόθιεξν ην Ηλσκέλν Βαζίιεην θαη παξείρε ζπκβνπιεπηηθέο ππεξεζίεο ζε δηάθνξεο πόιεηο αλά ην
παγθόζκην. Η Catherine είλαη Γηεπζύληξηα Αλάπηπμεο ζην
Institute of Place Management, αξρηζπληάθηξηα ηεο επηζηεκνληθήο επεηπξίδαο Journal of Place Management and Development, ελώ έρεη γξάςεη ακέηξεηα άξζξα ζρεηηθά κε ηε
δηαρείξηζε θαη αλάπηπμε ελόο ηόπνπ.
Catherine Parker. Pazarlama ve Perakende İşletmecilik Profesörü, Manchester Metropolitan Üniversitesi,
Ticaret Okulu (MMUBS). Catherine Parker, 1995’den
beri kentsel pazarlama ve perakende işletme konularında çalışmıştır. MMUBS’teki profesörlüğüne ek olarak, Londra’da Sanatlar Üniversitesi’nde konuk pazarlama profesörüdür. Onun mesleki ve akademik yoğunlaşması, özellikle çöp sorunu, mekânların pazarlanması ve yönetimi ve bağımsız perakende kesimin
yok olması gibi sosyal konulara çağdaş pazarlama
uygulamaları alanındadır. Birleşik Krallık’ın her tarafında çeşitli projeler uygulayarak, dünya çapında çeşitli kentlere danışmanlık yapmıştır. Mekân Yönetimi
Enstitüsü için Gelişme Müdürüdür. Mekân Yönetimi ve
Gelişme Dergisi’nin Yazı Kurulu başkanıdır ve bu
alanda yayımlanmış çok sayıda makalenin yazarıdır.
Καιεκέξα ζε φινπο
Herkese iyi akşamlar
Δίκαη απφ ην Μάληζεζηεξ θη απηή είλαη κηα ραξαθηεξηζηηθή εηθφλα απφ ηελ πφιε κνπ. (΋ζνη έρεηε ήδε πάεη
ζην Μάληζεζηεξ ζεθψζηε ρέξηα). Η θσηνγξαθία πνπ
ζαο δείρλσ απεηθνλίδεη ηε γξακκή ηνπ νξίδνληα, ην
skyline ηνπ Μάληζεζηεξ. Αλ, φκσο, δελ ζαο είρα πεη
φηη πξφθεηηαη γηα ην Μάληζεζηεξ, δελ είκαη ζίγνπξε αλ
ζα αλαγλσξίδαηε ην κέξνο βιέπνληαο ηε ζπγθεθξηκέλε
θσηνγξαθία. Θα πηαζηψ απφ ηελ νκηιία ηνπ Άξε, ν
νπνίνο αλέθεξε ηελ έλλνηα ηνπ θηηξίνπ ζπκβφινπ γηα
κηα πφιε, θαη ζα πσ φηη ζίγνπξα βιέπνπκε κεγάιεο,
γπαιηζηεξέο γπάιηλεο θαηαζθεπέο, ηίπνηα φκσο ζηε
θσηνγξαθία απηή δελ κπνξεί λα απνηειέζεη ζχκβνιν
ηεο πφιεο, κε άιια ιφγηα λα ―θσλάδεη‖ φηη είλαη απφ
ην Μάληζεζηεξ.
Manchester‘den geliyorum ve bu Manchester için
tipik bir görüntüdür. (Manchester‘e gitmiş olanların hızla ellerini havaya kaldırdıklarını görebilir
miyim?) Burada göstermekte olduğum görüntü,
Manchester kentinin siluetidir. Ama bunun
Manchester olduğunu size söylememiş olsaydım,
bu özel görüntüye bakarak, nereden alınmış olduğunu bileceğinizden emin değilim. Aris‘in ikonik
binaları hakkındaki tartışmaya geri dönersek, kesinlikle bazı büyük, parlak cam yapılar vardır, ama
bu resimde, gerçekten ikonik veya bir başka deyişle bunun Manchester olduğunu ―haykıran‖ hiçbir
şey yoktur.
Καη' αθξίβεηα πξφθεηηαη γηα θσηνγξαθία απφ ηνλ νξγαληζκφ Marketing Manchester πνπ αλέιαβε λα ηνπνζεηήζεη ην Μάληζεζηεξ ζην ράξηε, ζε εζληθφ θαη δηεζλέο επίπεδν, ψζηε λα πξνζειθχζεη επελδχζεηο, απηή
ινηπφλ είλαη ε εηθφλα πνπ ζέινπλ λα πξνβάινπλ.
Aslında bu, Manchester‘in ulusal ve uluslararası
planda yatırımları cezbetmesi için harita üzerine
konması istenen örgüt olan ―Manchester‘i Pazarlama‖dan alınmış bir görüntüdür. Onların portresini
çizdikleri Manchester görüntüsünün tipi, budur.
΢ε αληηδηαζηνιή κε ηελ εηθφλα απηή ηεο ―απζεληηθά
κνληέξλαο‖ (originally modern) πφιεο (ζχκθσλα κε
ην επίζεκν ζιφγθαλ ηεο πφιεο ηνπ Μάληζεζηεξ), πνιινί απφ εζάο ζα έρεηε δεη πνιχ δηαθνξεηηθέο εηθφλεο
θαηά ηε δηάξθεηα ησλ ηαξαρψλ ην θαινθαίξη ηνπ 2011.
Οη θσηνγξαθίεο απφ ην Μάληζεζηεξ θαη ην Λνλδίλν
πνπ έθαλαλ ην γχξν ηνπ θφζκνπ έδεημαλ κηα πνιχ δηαθνξεηηθή εηθφλα ηνπ Μάληζεζηεξ.
Çoğunuz, ―orijinal modern‖ kentin bu görüntüsünün aksine, 2011 yazındaki ayaklanmalar sırasında, çok farklı resimler görmüşsünüzdür. Dünyanın
her köşesine yansıtılan Manchester ve Londra fotoğrafları, Manchester‘in çok farklı bir görüntüsünü
göstermiştir.
Göstermekte
olduğum
3.
Resim,
yine
Manchester‘in çok değişik bir resmini yansıtmaktadır. Bu, ayaklanmaların ertesi günü, değişik özel
ve kamu kuruluşlarında çalışan birçok yurttaş ve
Η 3ε εηθφλα πνπ ζαο δείρλσ, θαη πάιη, παξνπζηάδεη κηα
πνιχ δηαθνξεηηθή εηθφλα ηνπ Μάληζεζηεξ. Απηφ είλαη
ηε κέξα πνπ αθνινχζεζε ησλ ηαξαρψλ, φπνπ πνιινί
47
that worked in different private and public organizations walked into the city center and were given
brooms and equipment to clear up to Manchester.
These images weren't so widely transmitted
around the world but were shared among citizens
of Manchester, using social media like Facebook
and people texting these pictures to each other on
their mobile phones. And it was that network of
communication that brought more and more people into the city center, during the days after the
riots, who cleared up Manchester.
I've been asked to speak about place branding
lessons from the UK and I hope to give 5 examples
but I'm afraid that they are not all positive. I think
the cleanup of Manchester is a good illustration of
the first lesson. You can't do anything in place
without partnership. Manchester was only brought
back to normal because there was a partnership
approach. The police played a part, of course, but
civil order was resumed because national government requested that our courts sat all night, in
order to bring people to justice and to deliver a
strong message to people that rioting was not acceptable. Many of the tools used to clean up Manchester came from private sector organizations –
retailers gave out brooms and buckets. And religious leaders preached calm. The Friday night
after the riot saw many individuals who don‘t usually frequent the city come out to ―reclaim it‖. So
that is the 1st lesson that we cannot do anything
in places unless we work together. This extends to
the process of place branding.
Lesson 1 : Places need
partnerships
Public service providers
Municipal
Authorities
Retail
Private
service providers
Public
Sector
Private Sector
Event organisers
National
government
Faith groups
Property owners
Third
sector
Charities
Voluntary groups
Individuals
Tourists
Local visitors
Residents
The lesson from Manchester demonstrates the importance of individual citizens in the creation,
maintenance and marketing of places. After all,
even the physical structure of a city is mostly in
the hands of individual property owners and residents. So, in that respect, these groups could be
said to be actually creating a place.
But once places are ‗made‘ they have to be maintained. A lot of money is spent just on maintaining Manchester. For example, just picking up the
trash – but if individual citizens didn't drop their
litter, there would be nothing to clean up, so again
individuals play a role here. In terms of place marketing, there are many examples of expensive
branding campaigns and communication techniques. But do we believe these messages? If we
are thinking of travelling somewhere we haven‘t
been then we are much more likely to believe the
opinions of friends and family. So individuals play
a very credible role in terms of word-of-mouth
place marketing. But, as Nikos mentioned earlier,
if it is difficult for state and city public sector organizations to work together then it is even more
challenging to imagine how we can also engage
citizens into this process of making places better
and branding them.
Manchester 2005
I want to return to this idea of place making,
48
Manchester 2008
πνιίηεο θαη εξγαδφκελνη ζε δηάθνξνπο νξγαληζκνχο
ηνπ ηδησηηθνχ θαη ηνπ δεκφζηνπ ηνκέα θαηέβεθαλ
ζηνπο δξφκνπο ηνπ θέληξνπ κε ζθνχπεο θαη θάζε είδνπο εμνπιηζκφ γηα λα θαζαξίζνπλ ηελ πφιε. Οη εηθφλεο απηέο δελ κεηαδφζεθαλ ηφζν δηαδεδνκέλα ζε δηεζλή θιίκαθα, θπθινθφξεζαλ φκσο αλάκεζα ζηνπο
θαηνίθνπο ηνπ Μάληζεζηεξ κε ηε βνήζεηα θνηλσληθψλ
δηθηχσλ φπσο ην Facebook ή κέζσ θηλεηψλ ηειεθψλσλ ζε κελχκαηα πνπ αληάιιαζζαλ κεηαμχ ηνπο. Απηφ
ην δίθηπν επηθνηλσλίαο έθεξε αθφκα πεξηζζφηεξν θφζκν ζην θέληξν ηεο πφιεο γηα λα θαζαξίζνπλ ηνπο
δξφκνπο ηηο κέξεο αθξηβψο κεηά ηηο ηαξαρέο.
halkın kent merkezine yürüdüğü ve Manchester‘i
temizlemek üzere kendilerine süpürge ve araçgereçlerin verildiği güne aittir. Bu görüntüler, dünyaya yaygın olarak aktarılmış değildir, ama
Facebook
gibi
sosyal
medyayı
kullanan
Manchester‘li yurttaşlar arasında paylaşılmış olup,
insanlar bu resimleri, kendi cep telefonları üzerinden birbirlerine göndermişlerdir. Ayaklanmalardan
sonraki günler sırasında, Manchester‘i temizleyen
çok fazla sayıdaki insanı, kent merkezine getirmiş
olan, bu iletişim ağı örgüsü idi.
Μνπ δεηήζεθε λα κηιήζσ γηα εκπεηξίεο place branding
ζην Ηλσκέλν Βαζίιεην θαη ειπίδσ φηη ζα θαηαθέξσ λα
ζαο δψζσ 5 παξαδείγκαηα, θνβνχκαη φκσο φηη δελ
είραλ φια ζεηηθή θαηάιεμε. Πηζηεχσ φηη ν θαζαξηζκφο
ηνπ Μάληζεζηεξ κπνξεί λα ζεσξεζεί σο ην πξψην παξάδεηγκα. Η αιήζεηα είλαη φηη δελ κπνξνχκε λα θαηαθέξνπκε ηίπνηα ρσξίο ηε ζπλεξγαζία. Σν Μάληζεζηεξ
επέζηξεςε ζε θαλνληθέο ζπλζήθεο κφλνλ επεηδή ππήξμε ζπλεξγαζία κεηαμχ ησλ θνξέσλ. Η αζηπλνκία
έπαημε βεβαίσο ην ξφιν ηεο, ε δεκφζηα ηάμε φκσο επαλήιζε επεηδή ε εζληθή θπβέξλεζε δηέηαμε νινλχρηηα
ζπλεδξία ησλ δηθαζηηθψλ αξρψλ ψζηε λα νδεγεζνχλ
νη ππαίηηνη ζηε δηθαηνζχλε θαη λα δνζεί ερεξφ κήλπκα
ζηνλ θφζκν φηη ε πξφθιεζε ηέηνηνπ είδνπο ηαξαρψλ
είλαη απαξάδεθηε. Μεγάιν κέξνο ηνπ εμνπιηζκνχ πνπ
ρξεζηκνπνηήζεθε γηα ηνλ θαζαξηζκφ ηνπ Μάληζεζηεξ
πξνήιζε απφ νξγαληζκνχο ηνπ ηδησηηθνχ ηνκέα, φπσο
θαηαζηήκαηα ιηαληθήο πνπ δψξεζαλ ζθνχπεο θαη θνπβάδεο. Οη ζξεζθεπηηθνί αξρεγνί ζπλέζηεζαλ εξεκία.
Παξαζθεπή βξάδπ κεηά ηηο ηαξαρέο πνιιά άηνκα, πνπ
δελ ζπλεζίδνπλ λα θπθινθνξνχλ ζηελ πφιε, βγήθαλ
έμσ λα ηελ ―επαλαδηεθδηθήζνπλ‖. Απηφ είλαη, ινηπφλ,
ην πξψην κάζεκα πνπ καο δηδάζθεη φηη δελ κπνξνχκε
λα θαηαθέξνπκε ηίπνηα ζηνλ ηφπν καο αλ δελ δνπιέςνπκε φινη καδί. Σν ίδην ηζρχεη θαη γηα ηε δηαδηθαζία
ηνπ place branding.
Birleşik Krallık‘taki mekân markalaştırma dersleri
hakkında konuşmam istendi ve size beş tane örnek vermeyi ümit ediyorum. Fakat korkarım hepsi
de olumlu olmayacak. Sanıyorum, Manchester‘in
temizlenmesi, ilk dersin iyi bir örneği olacak. Katılım veya ortaklık olmadan bir yerde herhangi bir
şey yapamazsınız. Manchester, sadece orada bir
ortaklık yaklaşımı olması yüzünden normal duruma geri getirildi. Tabii ki polis de bir rol oynadı,
ama ulusal hükümet, sivil düzene kaldığı yerden
yeniden başlanması için, mahkemelerimizin bütün
gece oturum yaparak, insanları adalet önüne getirmesini ve onlara ayaklanmanın kabul edilebilir
olmadığına ilişkin güçlü bir mesaj verilmesini talep
etti. Manchester‘i temizlemede kullanılan araçların
çoğu, özel kesim örgütlerinden geldi – perakendeci dükkan sahipleri, süpürgeler ve kovalar verdiler.
Ve dini liderler, sükûnet için dua etti. Ayaklanmadan sonraki Cuma gecesi, çoğunlukla, kente sık
gelmeyen birçok kişinin, ―kenti düzeltmek‖ üzere
geldiklerini gördü. Böylelikle, birlikte çalışmadan
bir yerlerde herhangi bir şey yapamayacağımıza
ilişkin ilk dersi görmüş olduk. Bu mekân markalaştırmaya kadar uzatılabilir.
Σν κάζεκα πνπ καο δίδαμε ην Μάληζεζηεξ κάο δείρλεη ην
ξφιν πνπ κπνξνχλ λα παίμνπλ νη πνιίηεο ζηε δηακφξθσζε, δηαηήξεζε θαη πξνψζεζε ελφο ηφπνπ. ΢ην θάησ
θάησ, αθφκα θαη ε θπζηθή δηάξζξσζε κηαο πφιεο βξίζθεηαη θπξίσο ζηα ρέξηα ησλ κεκνλσκέλσλ ηδηνθηεηψλ
αθηλήησλ θαη ησλ ελνίθσλ ηνπο. Δπνκέλσο, απφ απηή
ηελ άπνςε, νη νκάδεο απηέο κπνξνχκε λα πνχκε φηη
είλαη νη θχξηνη παξάγνληεο δηακφξθσζεο ελφο ηφπνπ.
Manchester‘den alınan ders, mekânların yaratılması, sürdürülmesi ve pazarlanmasında bireysel olarak yurttaşların önemini göstermektedir. Sonunda,
bir kentin fiziksel yapısı bile, genellikle bireysel
olarak mülk sahiplerinin ve orada ikamet edenlerin
ellerindedir. O nedenle, bu açıdan bu grupların, bir
mekânı gerçekten de yaratmakta oldukları söylenebilir.
΋κσο, αθνχ έρεη ―δηακνξθσζεί‖ έλαο ηφπνο, ρξεηάδεηαη λα ζπληεξεζεί θηφιαο. Γαπαλνχληαη πάξα πνιιά
ρξήκαηα γηα ηε ζπληήξεζε θαη κφλν ηνπ Μάληζεζηεξ.
Γηα παξάδεηγκα, γηα ην κάδεκα ησλ ζθνππηδηψλ. Αλ
φκσο νη πνιίηεο ζηακαηνχζαλ λα πεηνχλ ζθνππίδηα
ζηνπο δξφκνπο, δελ ζα ρξεηάδνληαλ θαζάξηζκα νη δεκφζηνη ρψξνη, άξα θαη πάιη ν θφζκνο κπνξεί λα παίμεη
θη εδψ ην ξφιν ηνπ. ΋ζνλ αθνξά ην κάξθεηηγθ ελφο
ηφπνπ, ππάξρνπλ πνιιά παξαδείγκαηα δαπαλεξψλ
εθζηξαηεηψλ θαη δξάζεσλ πξνψζεζεο, δηαθήκηζεο θαη
πξνβνιήο ελφο ηφπνπ. Δκείο φκσο ηηο πηζηεχνπκε απηέο ηηο δηαθεκίζεηο; Αλ έρνπκε ζθνπφ λα ηαμηδέςνπκε
ζε έλα κέξνο πνπ δελ έρνπκε πάεη, ζα δψζνπκε κάιινλ πεξηζζφηεξε βάζε ζηε γλψκε θίισλ θαη ζπγγελψλ. Άξα, ινηπφλ, νη κεκνλσκέλνη πνιίηεο ζπκβάιινπλ ζην κάξθεηηγθ ελφο ηφπνπ κέζσ ηεο δηάδνζεο
πιεξνθνξηψλ απφ ζηφκα ζε ζηφκα. ΋κσο, φπσο αλέθεξε ν Νίθνο πξνεγνπκέλσο, εάλ είλαη δχζθνιν γηα ηηο
θξαηηθέο ππεξεζίεο θαη ηνπο δεκφζηνπο θνξείο απηνδηνίθεζεο λα ζπλεξγαζηνχλ, θαληαζηείηε πφζν απαηηεηηθή ζα κπνξνχζε λα είλαη ε εκπινθή πνιηηψλ ζε
απηή ηε δηαδηθαζία βειηίσζεο ηεο εηθφλαο θαη πξνβνιήο ηεο πφιεο.
Fakat mekânlar bir kere ―oluşturulduktan‖ sonra,
bakımı
yapılarak
sürdürülmelidir.
Sadece
Manchester‘in bakımı için bir sürü para harcanmaktadır. Örneğin, sadece çöpleri toplamak için,
ama eğer tek tek bireyler olarak yurttaşlar, çöplerini yere atmamışlarsa, temizlemek için hiçbir şey
olmayacaktır. Yani burada yine bireyler bir rol oynamaktadır. Mekân pazarlama açısından, pahalı
markalaştırma kampanyaları ve iletişim tekniklerine ilişkin bir çok örnekler vardır. Ama biz bu mesajlara inanıyor muyuz? Eğer daha önce bulunmadığımız bir yere seyahat etmeyi düşünüyorsak,
arkadaşların ve ailenin fikirlerine inanmamız çok
daha fazla olasıdır. Yani bireyler, sözlü olarak mekân pazarlama açısından çok güvenilir bir rol oynamaktadırlar. Fakat biraz önce Nikos‘un sözünü
ettiği gibi, devlet ve kente ait kamu kesimi örgütlerinin birlikte çalışması zor ise, o zaman, yurttaşları da, bu mekânları daha iyi yapma ve onları
markalaştırma sürecine nasıl katabilirizi tahayyül
etmek çok daha fazla zordur.
Θα ήζεια λα επηζηξέςσ ζηελ έλλνηα ηεο δηακφξθσζεο, ηεο ζπληήξεζεο θαη ηεο πξνψζεζεο ελφο ηφπνπ.
Bu mekân oluşturma, bakımını sürdürme ve pa-
49
maintenance and marketing. In terms of place
making, this has got a long history. We've got lots
of professions that are involved with the creation
of place; architects, urban planners and designers,
for example. We are used to thinking about place
making on a very large scale, illustrated by the
picture I am showing here is Ebsfleet, a major new
development in the UK just outside of London
along the new high-speed rail link to France. This
is a big new development of a new town of about
40,000 inhabitants. This is place making on a big
scale; when you have got a blank sheet (or green
fields) and you can just create a whole new town.
From a planning point of view this has to be easier
then working within the confines of existing places
but most of the time we are developing areas that
have a long history, like Manchester for example,
so place making in Manchester is the redevelopment of existing areas.
Place Making
Place
Maintenance
Place
Marketing
This is an example of place making in the city center. The picture on the left, from 2005, shows a
very traditional sort of English Victorian garden,
and on the right, shows you what that space looks
like now. Like the skyline, the space is no longer
‗iconic‘ of the UK. So what is this particular place
doing in terms of creating Manchester‘s identity
and brand? The redesign of Piccadilly gardens was
undertaken by an international firm of architects
and it is a plaza that you may see in any so-called
―world-class city‖, it is no longer anywhere you
would particularly associate with UK.
If partnership is difficult amongst the different
stakeholders who make places, it is also hard
across the groups that make and those that maintain places. The people responsible for making
places are often beamed into locations, like aliens;
they come, they plan, they go. They don't have to
look after the legacy.
For example, Manchester‘s infamous concrete wall.
The City Council thought they were buying a piece
of wall that was graffiti proof, but there is no such
thing as a graffiti proof wall. So budget has to be
made available for keeping the wall clean. And
look at all those patches of bare earth. They are
lines of desire, and they show where people actually want to walk. People don‘t all walk along the
planners‘ concrete paths. Piccadilly Gardens is a
thoroughfare and major transport hub and people
don't stick to the paths.
Now if there'd been more dialogue between the
people that had to maintain the place and the people that were planning it, these issues may have
been resolved from the start, but unfortunately
there wasn't.
The third divide I want to talk about is the division
between the people that market places and the
others that are responsible for making and maintaining them.
50
΋ζνλ αθνξά ζηε δηακφξθσζε ελφο ηφπνπ, απηφ είλαη
θάηη πνπ απαηηεί καθξφρξνλε δηαδηθαζία. Τπάξρνπλ
πνιινί επαγγεικαηίεο πνπ εκπιέθνληαη ζηε δηαδηθαζία
δηακφξθσζεο ελφο ηφπνπ, αξρηηέθηνλεο, πνιενδφκνη
θαη ζρεδηαζηέο γηα παξάδεηγκα. Έρνπκε κάζεη λα ζπλδένπκε ηε δηακφξθσζε ηφπσλ, ην place making, κε
έξγα κεγάιεο θιίκαθαο, εδψ βιέπεηε κηα θσηνγξαθία
απφ ην Ebsfleet, έλα πνιχ κεγάιν λέν αλαπηπμηαθφ
έξγν ζην Ηλσκέλν Βαζίιεην ιίγν έμσ απφ ην Λνλδίλν
θαηά κήθνο ηεο λέαο γξακκήο ππεξηαρείαο ζηδεξνδξνκηθήο ζχλδεζεο κεηαμχ Βξεηαλίαο θαη Γαιιίαο. Πξφθεηηαη γηα έλα λέν κεγάιν αλαπηπμηαθφ έξγν, νπζηαζηηθά
κηα θαηλνχξηα πφιε πεξίπνπ 40.000 θαηνίθσλ. Απηφ ζα
πεη δηακφξθσζε ηφπνπ κεγάιεο θιίκαθαο: φηαλ έρεηο
κηα ιεπθή θφιια ραξηί (ή πξάζηλνπο αγξνχο) θαη απιψο ζρεδηάδεηο επάλσ κηα νιφθιεξε πφιε. Απφ ηελ
πιεπξά ηνπ ζρεδηαζκνχ απηφ είλαη πνιχ πην εχθνιν
απφ ην λα πξέπεη λα δνπιέςεηο εληφο ησλ πεξηνξηζηηθψλ πιαηζίσλ πθηζηάκελσλ ρψξσλ. Σηο πεξηζζφηεξεο,
φκσο, θνξέο δνπιεχνπκε ζηελ αλάπηπμε πεξηνρψλ
πνπ έρνπλ καθξά ηζηνξία, φπσο ην Μάληζεζηεξ γηα
παξάδεηγκα, άξα ινηπφλ ε δηακφξθσζε ηφπνπ, ην
place making ζην Μάληζεζηεξ απνηειεί εθ λένπ αλάπηπμε ελφο πθηζηάκελνπ ρψξνπ.
zarlama fikrine geri dönmek istiyorum. Mekân
oluşturma açısından bakarsak, bunun çok uzun bir
geçmişi vardır. Mekânın yaratılması ile ilgilenen bir
çok mesleklerimiz vardır, örneğin mimarlar, kent
plancıları ve tasarımcıları. Göstermekte olduğum
resimde görüldüğü gibi, bir mekânı çok geniş ölçeklerde oluşturmayı düşünmeye alıştık. Burada
Ebsfleet var, Birleşik Krallık‘ın önemli bir yeni gelişme bölgesi, Fransa‘ya giden yeni hızlı tren bağlantısı boyunca, Londra‘nın hemen dışında bir yer.
Yaklaşık 40,000 kişinin yaşadığı yeni bir kasabanın
olduğu bir büyük yeni gelişme bölgesi. Bu, büyük
ölçek üzerinde bir mekân oluşturmadır. Boş bir
kağıdınız (veya yeşil tarlalarınız) varsa, bir yeni
bütün kasabayı öylece yaratabilirsiniz. Planlama
açısından bu, var olan mekânların sınırları içinde
çalışmaktan daha kolay olmalıdır. Fakat çoğu zaman, uzun bir geçmişi olan bölgeleri geliştirmekteyiz, örneğin Manchester gibi, yani Manchester‘de
mekân oluşturma, var olan bölgelerin yeniden geliştirilmesidir.
Bu, kent merkezinde mekân oluşturmanın bir örneğidir. Soldaki resim, 2005 yılındandır, Viktorya
dönemine ait İngiliz bahçesinin çok geleneksel bir
türünü göstermektedir ve sağdaki resim, bu mekânın, şimdi nasıl göründüğünü size yansıtmaktadır. Siluet gibi, mekân da, artık Birleşik Krallık için
―ikonik‖ değildir. Öyleyse Manchester‘in kimliği ve
markasını yaratma açısından bu özel mekân ne
yapmaktadır? Piccadilly bahçelerinin yeniden tasarlanması, uluslararası bir mimarlar şirketi tarafından üstlenilmişti ve orası herhangi sözümona
―dünya sınıfında bir kent‖te görebileceğiniz bir
meydandır. Artık Birleşik Krallık ile özel olarak
bağlantı kuracağınız herhangi bir yer değildir.
Απηφ είλαη έλα παξάδεηγκα δηακφξθσζεο ηφπνπ ζην
θέληξν ηεο πφιεο. Η θσηνγξαθία πνπ βιέπεηε αξηζηεξά είλαη απφ ην 2005 θαη απεηθνλίδεη έλαλ παξαδνζηαθφ
αγγιηθφ, βηθησξηαλφ θήπν, θαη ζηα δεμηά βιέπεηε πψο
είλαη ηψξα ην κέξνο απηφ. ΋πσο ε γξακκή ηνπ νξίδνληα ηεο πφιεο, έηζη θαη ην κέξνο απηφ δελ απνηειεί
πιένλ ραξαθηεξηζηηθφ αγγιηθφ ηνπίν. Δπνκέλσο, ηη
ζρέζε κπνξεί λα έρεη απηφ ην ζπγθεθξηκέλν κέξνο κε
ηελ πξνζπάζεηα δηακφξθσζεο ηαπηφηεηαο θαη αλαγλσξηζηκφηεηαο ηνπ Μάληζεζηεξ; Σελ αλάπιαζε ηνπ Piccadilly Gardens αλέιαβε αξρηηεθηνληθφ γξαθείν δηεζλνχο εκβέιεηαο πνπ θαηαζθεχαζε κελ κηα πιαηεία πνπ
ζα κπνξνχζεο λα ζπλαληήζεηο ζε νπνηαδήπνηε πφιε
παγθφζκηαο αίγιεο, πιελ φκσο πνπζελά δελ παξαπέκπεη ζε ραξαθηεξηζηηθφ αγγιηθφ ηνπίν.
Mekân oluşturan farklı paydaşlar arasında ortaklık
yapmak zor ise, bu, mekânları oluşturan ve bakımını sürdüren gruplar arasında da zordur. Mekân
oluşturma sorumluluğu olan insanlar, çoğu kez bu
yerlere uzaylılar gibi ışınlanmaktadırlar; gelirler,
planlarlar ve giderler. Geride kalanın korunmasına
bakmak
zorunda
değildirler.
Örneğin
Manchester‘in berbat beton duvarı. Kent Meclisi,
üzerine duvar yazısı yazılamayan bir duvar parçası
satın aldığını sandı, ama üzerine duvar yazısı yazılamayan böyle bir şey yoktur. O zaman da duvarı
temiz tutmak için bir bütçenin hazırlanması gerekti. Ve çıplak topraktan oluşan bu bütün yamalara
bakınız. Bunlar, arzu çizgileridir ve halkın aslında
nerede yürümek istediğini göstermektedirler. İnsanların hepsi de, planı yapanların beton patikaları
boyunca yürümemektedir. Piccadilly Bahçeleri,
tam ücretlidir ve önemli bir ulaşım merkezidir ve
insanlar, patikaların dışına çıkmamazlık etmezler.
Δάλ ε ζπλεξγαζία αλάκεζα ζηνπο δηάθνξνπο θχθινπο
ζπκθεξφλησλ πνπ εκπιέθνληαη ζηε δηακφξθσζε ηνπ
ηφπνπ δελ επηηπγράλεηαη εχθνια, δχζθνιε είλαη θαη ε
ζχκπξαμε ησλ νκάδσλ πνπ δηακνξθψλνπλ έλαλ ηφπν
κε απηνχο πνπ ηνλ ζπληεξνχλ. Οη άλζξσπνη πνπ είλαη
ππεχζπλνη γηα ηε δηακφξθσζε ηνπίσλ ζπλήζσο θαηεβαίλνπλ αζηξαπηαία ζε έλα κέξνο, ζαλ νπξαλνθαηέβαηνη, έξρνληαη, θάλνπλ ην ζρεδηαζκφ ηνπο θαη θεχγνπλ.
Γελ απαηηείηαη απφ απηνχο λα θξνληίδνπλ θαη λα ζπληεξνχλ απηφ πνπ παξακέλεη σο θιεξνλνκηά.
Γηα παξάδεηγκα, απηφ ην άζρεκν ηζηκεληέλην ηείρνο
ηνπ Μάληζεζηεξ. Σν Γεκνηηθφ ΢πκβνχιην είρε ηελ εληχπσζε φηη θαηαζθεχαδε έλαλ ηνίρν κε πξνζηαζία
αληηγθξάθηηη. Σνίρνο φκσο κε πξνζηαζία θαηά ησλ
γθξάθηηη δελ ππάξρεη. Θα πξέπεη, ινηπφλ, λα εμαζθαιηζηεί ν αληίζηνηρνο πξνυπνινγηζκφο γηα ηνλ ζπλερή
θαζαξηζκφ ηνπ ηνίρνπ. Κνηηάμηε, επίζεο, φιεο απηέο ηηο
επηθάλεηεο αθάιππηνπ εδάθνπο. Απηέο ηηο ιέκε
―γξακκέο επηζπκίαο‖ επεηδή καο δείρλνπλ απφ πνχ
πξνηηκά ν θφζκνο λα πεξλά. Γελ ρξεζηκνπνηνχλ φινη
νη δηαβάηεο ηα ηζηκεληέληα κνλνπάηηα πνπ ζρεδίαζαλ νη
αξρηηέθηνλεο. Η πιαηεία Piccadilly Gardens απνηειεί
ζεκείν δηέιεπζεο θαη βαζηθφ θπθινθνξηαθφ θφκβν, ν
θφζκνο φκσο επηκέλεη λα κε ρξεζηκνπνηεί ηα πξνθαζνξηζκέλα κνλνπάηηα.
Şimdi, eğer mekânı koruması gereken insanlar ile
onu planlayan insanlar arasında daha fazla diyalog
olmuş olsaydı, bu konular, daha başlangıçta çözümlenmiş olabilirdi, ama ne yazık ki bu diyalog
olmamış.
Σψξα, αλ γηλφηαλ πεξηζζφηεξε ζπδήηεζε κεηαμχ ησλ
ππεπζχλσλ ζπληήξεζεο ελφο ηφπνπ θαη απηψλ πνπ ηνλ
ζρεδίαζαλ, ηα ζέκαηα απηά ίζσο ιχλνληαη απφ ηελ αξρή, δπζηπρψο φκσο δελ έρεη ππάξμεη ηέηνηνο δηάινγνο.
Konuşmak istediğim üçüncü bölüm, pazar mekânlarının insanları ile onları oluşturmaktan ve bakımını sürdürmekten sorumlu olan diğer insanlar
arasındaki bölünmedir.
Σν ηξίην ζεκείν ζην νπνίν ζα ήζεια λα ζηαζψ είλαη ε
δηάθξηζε κεηαμχ απηψλ πνπ είλαη ππεχζπλνη γηα ην
―Manchester‘i Pazarlama‖ Örgütüne geri dönersek,
onların işi, ―kenti ziyaretçilerine, canlı uluslararası
51
Returning to Marketing Manchester, their job is ―to
promote the city to visitors, to promote it as a vibrant international destination, to ensure as it's
established as one of Europe's leading business
destinations and to support the advancement of
the tourist product project‖. One of the criticisms
of these externally-focused place marketing organizations has been that they alienate certain
groups through their selective marketing efforts.
You will not find one local independent business in
the central retail area of Manchester. All the shops
are national if not multi-national chains.
The
‗flagship‘ retailer is Harvey Nichols – I can‘t afford
to shop there even on a Professor‘s salary! This is
a problem because I think we are saying you are
only welcome in the city center if you‘re a shopper
with a lot of money to spend or a retailer than
doesn‘t come from Manchester. Marketing Manchester, through targeting certain groups, alienates others.
Enough of the problems!
What has happened in many places in the UK,
some sort of partnership organization has formed
to manage places. This partnership represents the
interests of local businesses and citizens, the council and other important stakeholders such as The
Police.
It gets around the problems associated
with managing places within the political timeframe, when everybody is up for reelection every 4
to 5 years, as many place decisions have much
more long-term lead-times. So we've called this
―place management‖ and defined it as something
that happens in specific areas, involving lots of
different stakeholders from the public, private and
third sector; it also encourages individual citizens
and acts as a channel for individual citizens to get
more involved in the creation of place. At the last
estimate we have now got about 1200 places that
are covered by some place partnership. They're
not always formal, or legally formed organizations,
but there is some group of people outside of the
local authority, the municipality, that includes peoples from those other organizations coming together to make some improvement in a place.
Place
Place Making
Place
Maintenance
Management
Place
Marketing
(Partnership)
So that leads me on to the second lesson, what do
these partnerships do? The interesting thing about
these partnerships is that they have been created
to achieve something and I think that is why there
probably get people to buy into their idea, to get
people interested in and get people participating in
place management, because originally they've
been set up to do something, and get on with it
quickly. When we looked at the different types of
things that they do, well every place has got different problems - so the organizations do different
things. Some work at a very strategic level because they are thinking about long-term development of the place and maybe looking at 20+ year
development and regeneration plans, some of
PLACE MANAGEMENT
improves specific locations……in a coordinated, area-based,
multi-stakeholder approach, harnessing the skills, experience
and resources of individual citizens and those in the public,
private and voluntary sectors”.
(Adapted from Journal of Place Management and Development, 2008)
52
κάξθεηηγθ ελφο ηφπνπ θαη φζσλ αζρνινχληαη κε ηε
δηακφξθσζε θαη ηε ζπληήξεζή ηνπο.
bir destinasyon olarak tavsiye etmek, Avrupa‘nın
önde gelen ticaret destinasyonlarından biri olarak
kabul edilmiş olduğunun güvencesini vermek ve
turist ürün projesinin ilerletilmesini desteklemek‖tir. Dış ülkelere odaklanmış olan bu pazarlama örgütlerine yönelik eleştirilerden biri, seçici
pazarlama çalışmaları yoluyla belli grupları yabancılaştırdıkları şeklindedir. Manchester‘in merkezi
perakende (alış-veriş) bölgesinde, bir tane yerel
bağımsız işyeri bulamayacaksınız. Bütün dükkanların hepsi de, çok uluslu zincir mağazalar değilse,
ulusaldırlar. ‗Amiral gemisi‖ konumundaki perakendeci, Harvey Nichols‘dur. Ben, bir profesör maaşı ile bile olsa, orada alış-veriş yapmayı göze alamam! Bu, bir sorundur. Çünkü biz, sanıyorum
şöyle demekteyiz: Kent merkezinde, sadece harcamak için çok fazla parası olan alış-verişçiler veya Manchester‘den gelmeyen perakende alıcılar iyi
karşılanmaktadır. Belirli grupları hedef alan
―Manchester‘i Pazarlama‖ örgütü, diğerlerini yabancılaştırmaktadır.
Αο επηζηξέςνπκε ζην θνξέα Marketing Manchester, ν
νπνίνο αλέιαβε ―ηελ πξνβνιή ηεο πφιεο ζηνπο επηζθέπηεο, ηελ πξναγσγή ηεο σο δηεζλνχο πξννξηζκνχ πνπ
ζθίδεη απφ δσή, ηελ αλάδεημή ηεο σο ελφο απφ ηνπο
θνξπθαίνπο επξσπατθνχο πξννξηζκνχο γηα αλάπηπμε
επηρεηξήζεσλ θαη ηελ ελίζρπζε ηεο πξνψζεζεο ηνπ
ηνπξηζηηθνχ ηεο πξντφληνο‖. Σέηνηνη νξγαληζκνί place
marketing πνπ εζηηάδνπλ ζην εμσηεξηθφ δέρνληαη θξηηηθή, κεηαμχ άιισλ, φηη κε ηηο επηιεθηηθέο κεζφδνπο
κάξθεηηγθ πνπ ρξεζηκνπνηνχλ απνμελψλνπλ νξηζκέλεο
νκάδεο ηνπ πιεζπζκνχ. Γελ ζα δείηε νχηε κία ηνπηθή
αλεμάξηεηε επηρείξεζε ζην εκπνξηθφ θέληξν ηνπ Μάληζεζηεξ. ΋ια ηα θαηαζηήκαηα αλήθνπλ ζε κεγάιεο
βξεηαληθέο ή πνιπεζληθέο αιπζίδεο. Σελ πξσηνθαζεδξία ζηα θαηαζηήκαηα ιηαληθήο θαηέρνπλ ηα Harvey
Nichols. Δγψ δελ έρσ ηελ άλεζε λα ςσλίδσ απφ 'θεη
αθφκα θαη κε ην κηζζφ ηεο θαζεγήηξηαο! Απηφ φλησο
απνηειεί πξφβιεκα επεηδή είλαη ζαλ λα ιέκε φηη είζηε
εππξφζδεθηνη ζην θέληξν ηεο πφιεο κφλν αλ ζα ςσλίζεηε μνδεχνληαο πνιιά ρξήκαηα ή αλ είζηε αιπζίδα
θαηαζηεκάησλ θαη ζέιεηε λα αλνίμεηε παξάξηεκα.
Η πξσηνβνπιία Marketing Manchester, ελψ ζηνρεχεη
ζε θάπνηεο ζπγθεθξηκέλεο νκάδεο, απνμελψλεη άιιεο.
Yeterince sorunlar var!
Bir tür ortaklık örgütü, Birleşik Krallık‘ın birçok
yerinde olduğu gibi, mekânları yönetmek üzere
oluşturulmuş bulunuyor. Bu ortaklık, yerel işletmeler ile yurttaşların, kent meclisinin ve polis gibi
diğer önemli paydaşların çıkarlarını temsil etmektedir. Herkes, her 4 veya 5 yılda bir, yeniden seçilmek için ayakta iken ve birçok mekân kararlarının, daha çok uzun erimli teslim süreleri varken,
siyasal çerçevede mekânların yönetimi ile ilgili
sorunlarla ilgilenmektedir. O nedenle, biz buna
―mekân yönetimi‖ dedik ve onu, belirli bölgelerde
olan ve kamu, özel ve üçüncü kesimden çok farklı
paydaşların katılımını gerektiren bir şey olarak
tanımladık. Ayrıca bu, birey olarak yurttaşları teşvik eden ve birey olarak yurttaşların bir mekân
yaratılmasına daha çok katılması için bir kanal
görevi görmektedir. Son tahminlere göre, şimdi
bir dizi mekân ortaklığı tarafından kapsanmış olan
1,200 kadar mekânımız bulunmaktadır. Bunlar her
zaman resmi veya yasal olarak kurulmuş örgütler
değildir, ama bir mekân içinde bazı iyileştirmeler
yapmak için bir araya gelen diğer örgütlerden insanları da içeren ve yerel makam, yerel yönetim
dışındaki bir grup insanlardır.
Αο αθήζνπκε φκσο ηψξα ηα πξνβιήκαηα!
΢ε πνιιά κέξε ζην Ηλσκέλν Βαζίιεην ζπζηάζεθαλ
ζπλεηαηξηζκνί γηα ηε δηαρείξηζε ηφπνπ. Οη ζπκπξάμεηο
απηέο εθπξνζσπνχλ ηα ζπκθέξνληα ησλ ηνπηθψλ επηρεηξήζεσλ θαη ησλ πνιηηψλ, ην δεκνηηθφ ζπκβνχιην
θαη άιινπο ζεκαληηθνχο ελδηαθεξφκελνπο θνξείο
φπσο είλαη ε αζηπλνκία. Δπηιακβάλνληαη ζεκάησλ πνπ
ζρεηίδνληαη κε ηε δηαρείξηζε ηνπ ηφπνπ εληφο ηνπ ρξνλνπιαηζίνπ πνπ πξνβιέπεηαη κέρξη ηελ έγθξηζή ηνπο
απφ ηηο πνιηηηθέο αξρέο, θαη εθιέγνληαη κε δηθαίσκα
επαλεθινγήο θάζε 4 κε 5 ρξφληα, αθνχ πνιιέο απνθάζεηο αθνξνχλ ζε δεηήκαηα καθξνπξφζεζκνπ ελδηαθέξνληνο. Σν έξγν απηφ ην νλνκάδνπκε ―δηαρείξηζε
ηφπνπ‖, place management, θαη ην πξνζδηνξίδνπκε σο
θάηη πνπ ιακβάλεη ρψξα ζε θάπνηεο πεξηνρέο, εκπιέθεη
πνιινχο θαη δηάθνξνπο θχθινπο ζπκθεξφλησλ απφ ην
δεκφζην, ηνλ ηδησηηθφ θαη ηνλ ηξηηνγελή ηνκέα. Δλζαξξχλεη επίζεο ηνπο πνιίηεο θαη δξα σο θαλάιη επηθνηλσλίαο γηα ηε ζπκκεηνρή ηνπο ζην ηνπηθφ γίγλεζζαη. ΢χκθσλα κε ηηο πην πξφζθαηεο εθηηκήζεηο ηέηνηνπ είδνπο
ζπκπξάμεηο ππάξρνπλ ζε 1200 ζεκεία. Γελ πξφθεηηαη
πάληα γηα επίζεκνπο θνξείο ή νξγαληζκνχο κε λνκηθή
πξνζσπηθφηεηα, κπνξεί λα είλαη απιψο κηα νκάδα αλζξψπσλ πνπ δελ αλήθνπλ ζηηο ηνπηθέο αξρέο ή ην δήκν, θαη πεξηιακβάλεη άηνκα πνπ πξνέξρνληαη απφ
άιινπο νξγαληζκνχο, νη νπνίνη ζπκπξάηηνπλ ψζηε λα
ιάβνπλ κέηξα κε ζθνπφ ηε βειηίσζε ηνπ ηφπνπ.
Bununla alınması gereken ikinci derse geliyoruz:
Bu ortaklıklar ne yapmaktadır? Bu ortaklıklarla
ilgili olan ilginç şey, bir şey elde etmek için oluşturulmuş olmalarıdır ve sanıyorum, belki de orada, fikirlerini benimseyen, konuya ilgi duyan ve
mekân yönetimine katılacak insanları bulmaktadırlar. Çünkü ta başlangıçta bunlar bir şeyler yapmak ve hızla bunu almak için kurulmuşlardır.
Yaptıkları farklı türdeki şeylere baktığımız zaman,
doğrudur, her mekânın kendi farklı sorunları vardır – bu yüzden örgütler farklı şeyler yapmaktadırlar. Bazıları, çok stratejik düzeyde çalışmaktadır. Çünkü mekânın uzun erimli gelişmesi hakkında düşünmektedirler ve belki de 20 yıldan fazla
sürecek gelişme ve yenileştirme planlarını hedeflemektedirler. Bazıları, daha çok siyasal olarak
meydana gelenleri etkilemeye odaklanmıştır ve
bazıları da, işletime çok uygun olup, sadece bir
bölgeye ürünler ve hizmetler sağlamaktadırlar.
Fakat genel olarak, hepsi de, bu üç görevin bir
Καη ζα πεξάζσ ηψξα ζην δεχηεξν κάζεκα πνπ καο
απνδεηθλχεη ηη θάλνπλ απηέο νη ζπκπξάμεηο. Σν ελδηαθέξνλ ηεο ζχκπξαμεο είλαη φηη έρνπλ δεκηνπξγεζεί γηα
λα πεηχρνπλ θάηη θαη λνκίδσ φηη απηφο πηζαλφλ λα
είλαη ν ιφγνο πνπ κπνξνχλ θαη πείζνπλ ηνλ θφζκν λα
απνδερηεί ηε δξάζε ηνπο, λα ελδηαθεξζεί θαη λα ζπκκεηάζρεη ζηε δηαδηθαζία δηαρείξηζεο ηνπ ηφπνπ, επεηδή
έρνπλ απφ ηελ αξρή ζπγθξνηεζεί γηα λα θηηάμνπλ θάηη
θαη λα ην θάλνπλ γξήγνξα. Δίδακε κε πφζα δηαθνξεηηθά πξάγκαηα αζρνινχληαη - βέβαηα θάζε ηφπνο έρεη
δηαθνξεηηθά πξνβιήκαηα, άξα θαη νη αληίζηνηρνη θνξείο θάλνπλ δηαθνξεηηθά πξάγκαηα. Κάπνηνη εξγάδνληαη ζε επίπεδν πςειήο ζηξαηεγηθήο, επεηδή έρνπλ
θαηά λνπ κηα καθξνπξφζεζκε αλάπηπμε θαη ζρέδηα
αλαδσνγφλεζεο ηνπ ηφπνπ, ίζσο θαη γηα ηελ επφκελε
εηθνζαεηία, άιινη πάιη εζηηάδνπλ πεξηζζφηεξν ζην λα
επεξεάζνπλ ην πνιηηηθφ ζθεληθφ, θαη άιινη αζρνινχληαη κε ην επηρεηξεζηαθφ θνκκάηη θαη απιψο παξέρνπλ
53
Estimated number of town centre
managers in GREAT Britain
them are much more focused on influencing what
is happening politically, and some of them are very
operational and just deliver products and services
into an area. But on the whole most do a combination of all three. Now let‘s look at some examples.
This is Eastleigh, which is in the south near Southampton on the southern coast of the UK. No one, I
doubt, in this room will have heard of Eastleigh, as
it's not a particularly well-known place. Southampton is very well known and so is Winchester because of its religious heritage. But Eastleigh is
more of a commuter town for people that work in
Southampton. Perhaps that‘s why, Eastleigh has
never had a very clear identity or sense of what it
should be. So the town center partnership in Eastleigh had got together with all the different stakeholders in order to develop a town center vision.
Here you can see some of the things that their
town center vision covers. You can see how strategic in nature it is: town center regrowth and regeneration; family-oriented arts; green connections; public spaces; civic offices in town; and providing for urban living– to change the use of some
existing buildings so that they can be used for residential use. So the town centre partnership is
thinking about the long-term future of Eastleigh
strategically because, frankly, no one else was. It
was only when local people got together that
something like this came about.
300
700 Town Centre Partnership in 2009
(covering 900 towns/cities)
250
200
150
100
50
0
1986
1988
1990
1992
1994
1996
1998
2000
(Warnaby, 1998)
Lesson 2 : Partnerships need
purpose
Strategic
Political
Developing
Strategy
Influencing
Strategy
Delivering
Services
Operational
http://www.communities.gov.uk/publications/communities/towncentrepartnerships
A lot of our place manager partnerships are involved in delivering services. This is the Business
Improvement District in Liverpool. The Business
Improvement District is a an area in the city center
where retailers and all the other businesses pay a
levy, an additional levy on top of their local tax,
into a place management partnership. They are
required by law to do this because the majority of
them voted to have business improvement district.
You can see from their website what they are doing, they're using all the money that the services
the retailers generate through this additional taxation, and they're spending it on things like additional security street cleaning, just very operational things. Local businesses were dissatisfied
with the level of public services being provided by
the Council, so they agreed, as a collective, to pay
more money into a scheme where they could have
the level of service that they felt that they needed.
Finally, in terms of influencing policy, Reading,
another city in the UK has set up its partnership
legally as a Community Interest Company (which
is like a charity) so it is a partnership, charged
with the economic development of Reading. The
budget for economic development goes straight to
the Reading CIC but they also have a key role in
influencing other policy, because you can't look at
economic development in a vacuum, distinct from
other policies. So the CEO and other members of
the CIC are involved with other various commit-
54
birleşimini yapmaktadırlar. Şimdi bazı örneklere
bir bakalım.
πξντφληα θαη ππεξεζίεο ζε κηα πεξηνρή. Παξά ηαχηα, επί
ηνπ ζπλφινπ ζα πξέπεη λα γίλεηαη ζπλδπαζκφο θαη ησλ
ηξηψλ παξακέηξσλ. Αο δνχκε θάπνηα παξαδείγκαηα.
Δδψ βιέπνπκε κηα θσηνγξαθία απφ ην Eastleigh, πνπ
βξίζθεηαη ζην λφην θνληά ζην ΢ανπζάκπηνλ ζηε λφηηα
αθηή ηνπ Ηλσκέλνπ Βαζηιείνπ. Καλέλαο, ακθηβάιισ
δειαδή, ζε απηή ηελ αίζνπζα δελ έρεη αθνπζηά ην
Eastleigh, αθνχ δελ είλαη θαλέλα ηδηαίηεξα γλσζηφ
κέξνο. Σν ΢ανπζάκπηνλ είλαη πάξα πνιχ γλσζηφ, ην
ίδην θαη ην Γνπίληζεζηεξ ιφγσ ηεο ζξεζθεπηηθήο θιεξνλνκηάο ηεο πεξηνρήο. Σν Eastleigh κάιινλ είλαη κηα
πφιε φπνπ δηακέλεη πνιχο θφζκνο πνπ πεγαηλνέξρεηαη
ζην ΢ανπζάκπηνλ γηα δνπιεηά. Ίζσο είλαη γη' απηφ πνπ
ην Eastleigh πνηέ δελ απέθηεζε δηθή ηνπ ηαπηφηεηα ή
ζαθή αίζζεζε απηνχ πνπ έπξεπε λα είλαη. Έηζη, ινηπφλ, ν ζπλεηαηξηζκφο γηα ην θέληξν ηεο πφιεο ζην
Eastleigh κάδεςε φινπο ηνπο εκπιεθφκελνπο παξάγνληεο κε ζθνπφ λα αλαπηχμνπλ έλα θνηλφ φξακα γηα ην
θέληξν ηεο πφιεο. Δδψ βιέπεηε θάπνηα ζηνηρεία πνπ
πεξηιακβάλνληαη ζην φξακά ηνπο γηα ην θέληξν ηεο
πφιεο. Βιέπεηε πφζν ζηξαηεγηθά ιεηηνπξγεί ην πξφγξακκα: αλαδηακφξθσζε θαη αλαδσνγφλεζε ηνπ θέληξνπ ηεο πφιεο, πνιηηηζηηθά δξψκελα κε γλψκνλα
ηελ νηθνγέλεηα, ζεκεία πξαζίλνπ, ρψξνη δεκφζηαο ρξήζεο, θέληξα εμππεξέηεζεο ηνπ πνιίηε εληφο ηεο πφιεο
θαη δεκηνπξγία πγηνχο αζηηθνχ πεξηβάιινληνο, κεηαηξνπή ηεο ρξήζεο νξηζκέλσλ πθηζηάκελσλ θηίξησλ
ψζηε λα κπνξνχλ λα ρξεζηκνπνηεζνχλ σο θαηνηθίεο. Η
ζχκπξαμε, ινηπφλ, γηα ην θέληξν ηεο πφιεο ζηνρεχεη
ζηξαηεγηθά ζην καθξνπξφζεζκν κέιινλ ηνπ Eastleigh,
επεηδή, εηιηθξηλά, θαλέλα άιινο δελ ζα ην έθαλε. Μφλν
φηαλ ζπκπξάηηνπλ νη ίδηνη νη ληφπηνη κπνξνχλ λα θάλνπλ θάηη ηφζν ζπνπδαίν γηα ηνλ ηφπν ηνπο.
Burası, güneyde, Birleşik Krallık‘ın güney sahilindeki Southhampton‘un yakınındadır. Sanıyorum,
bu odada hiç kimse, Eastleigh adını duymamıştır,
çünkü özel olarak, iyice bilinen bir mekân değildir.
Southhampton
çok
iyi
bilinmektedir
ve
Winchester de aynı şekilde, dinsel kültür mirası
yüzünden
bilinmektedir.
Ama
Eastleigh,
Southampton‘da çalışan insanlar için, daha çok bir
banliyö kasabasıdır. Belki de o nedenledir ki,
Eastleigh, ne olması gerektiği konusunda çok belirgin bir kimlik veya duyguya hiçbir zaman sahip
olmamıştır. O nedenle Eastleigh‘deki kasaba merkezi ortaklığı, bir kasaba merkezi vizyonunu geliştirmek için bütün farklı paydaşlar ile bir araya
geldi. Burada, onların kasaba merkezi vizyonlarının kapsadığı şeylerden bazılarını görebilirsiniz.
Doğasının nasıl stratejik olduğunu görebilirsiniz:
Kasaba merkezi yeniden büyüdü ve yenilendi;
aileye yönelik sanat dalları var; yeşil bağlantılar,
kamu alanları, kasaba içinde sivil daireler ve kent
yaşamı için hizmet sağlıyor - halihazırda var olan
bazı binaların kullanımını değiştirerek, onların ikamet yeri olarak kullanılabilmesini sağlayarak.
Böylece kasaba merkezi ortaklığı, Eastleigh‘nin
uzun erimli geleceği hakkında stratejik olarak düşünmektedir. Çünkü, doğrusu, kimse bunu yapmamaktaydı. Ancak yerel halk bir araya geldiği
zaman, bunun gibi bir şey ortaya çıktı.
Πνιινί απφ ηνπο ζπλεηαηξηζκνχο πνπ έρνπκε γηα ηε
δηαρείξηζε ηφπσλ αζρνινχληαη κε ηελ παξνρή ππεξεζηψλ. Απηφ πνπ βιέπεηε είλαη ε Πεξηθέξεηα Δκπνξηθήο
Βειηίσζεο ζην Λίβεξπνπι. ΢ηελ πεξηνρή απηή πνπ
βξίζθεηαη ζην θέληξν ηεο πφιεο, ηα θαηαζηήκαηα θαη
φιεο νη ππφινηπεο επηρεηξήζεηο πιεξψλνπλ θάπνηα επηπξφζζεηα ηέιε, εθηφο απφ ηε δεκνηηθή θνξνινγία, ζηε
ζχκπξαμε δηαρείξηζεο ηφπνπ. Κάηη ηέηνην απαηηείηαη
απφ ην λφκν επεηδή ε πιεηνλφηεηά ηνπο έρεη ςεθίζεη
ηε δεκηνπξγία πεξηθέξεηαο εκπνξηθήο βειηίσζεο. ΢ηελ
ηζηνζειίδα ηνπο κπνξείηε λα δείηε ηη αθξηβψο θάλνπλ,
ρξεζηκνπνηνχλ φια ηα ρξήκαηα πνπ εηζπξάηηνπλ απφ
ηα θαηαζηήκαηα κέζσ απηήο ηεο επηπξφζζεηεο θνξνινγίαο θαη ηα δαπαλνχλ γηα ελέξγεηεο φπσο εληζρπκέλε αζηπλφκεπζε, θαζαξηζκφ ησλ δξφκσλ, δεηήκαηα
θαζαξά ιεηηνπξγηθήο θχζεσο. Οη ηδηνθηήηεο ησλ ηνπηθψλ επηρεηξήζεσλ δελ ήηαλ θαζφινπ επραξηζηεκέλνη
απφ ηηο ππεξεζίεο πνπ πξφζθεξε ν δήκνο, έηζη απνθάζηζαλ, φινη καδί ζπιινγηθά, λα πιεξψλνπλ ιίγα ρξήκαηα παξαπάλσ ζε έλα πξφγξακκα πνπ ζα κπνξνχζε
λα ηνπο πξνζθέξεη ην επίπεδν ππεξεζηψλ πνπ αηζζάλνληαη φηη έρνπλ αλάγθε.
Mekân yönetimi ortaklıklarımızın çoğu, hizmet
sağlamakla ilgilidir. Bu, Liverpool‘daki Ticareti
Geliştirme İlçesi‘dir. Ticareti Geliştirme İlçesi,
kentin merkezinde bir bölgedir ve burada perakendeciler ve bütün diğer iş yapanlar, bir mekân
yönetimi ortaklığına, kendi yerel vergilerinin üzerinde, ek bir vergi daha ödemektedirler. Bunu
yapmaları, onlardan yasal olarak talep edilmektedir. Çünkü onların çoğunluğu, ticaret geliştirme
ilçesi olmaları için oy kullanmışlardır. Ne yapmakta olduklarını web sayfalarından da görebilirsiniz.
Perakendecilerin, bu ek vergilendirme yoluyla
ürettikleri hizmetlerde, bütün parayı kullanarak,
ek güvenlik, sokak temizliği gibi çok işleyişi olan
şeyler için harcamaktadırlar. Yerel işyerleri, Kent
Meclisi tarafından sağlanmakta olan kamu hizmetlerinin düzeyinden memnun değildirler. O nedenle, ihtiyaç duydukları hizmet düzeyine sahip
olabilecekleri bir program için, daha fazla para
ödemeyi, bir kollektif olarak kabul etmişlerdir.
Σέινο, φζνλ αθνξά ηνπο ηξφπνπο παξέκβαζεο ζηε
δηακφξθσζε πνιηηηθήο, ζε κηα άιιε πφιε ηνπ Ηλσκέλνπ Βαζηιείνπ, ην Reading, ζπζηάζεθε λνκηθή νληφηεηα σο εηαηξεία θνηλνηηθνχ ελδηαθέξνληνο (θάηη ζαλ
θνηλσθειήο νξγαληζκφο), είλαη ινηπφλ έλαο ζπλεηαηξηζκφο πνπ έρεη αλαιάβεη ηελ νηθνλνκηθή αλάπηπμε ηεο
πφιεο ηνπ Reading. Ο πξνυπνινγηζκφο νηθνλνκηθήο
αλάπηπμεο πάεη θαηεπζείαλ ζηελ εηαηξεία θνηλνηηθνχ
ελδηαθέξνληνο ηνπ Reading, ε νπνία φκσο παίδεη θη
έλαλ πνιχ βαζηθφ ξφιν ζηε δηακφξθσζε άιινπ είδνπο
πνιηηηθήο, επεηδή ε νηθνλνκηθή αλάπηπμε δελ ζπκβαίλεη ζην θελφ, μέρσξα απφ άιιεο πνιηηηθέο. Έηζη, ινηπφλ, ν γεληθφο δηεπζπληήο θαη άιια κέιε ηεο εηαηξείαο
θνηλνηηθνχ ελδηαθέξνληνο εκπιέθνληαη θαη ζε δηάθνξεο άιιεο επηηξνπέο θαη νκάδεο ζην Γεκνηηθφ ΢πκβνχιην. Σν ηξίην, ινηπφλ, κάζεκα πνπ παίξλνπκε, θαη
Son olarak, Birleşik Krallık‘taki bir başka kent
olan Reading, politikayı etkileme adına, ortaklığını, ―Toplum Yararına Şirket‖ (CIC) adıyla (bir hayır işi gibidir)
yasal olarak kurmuştur. Yani
Reading‘in ekonomik gelişmesini üstlenmiş olan
bir ortaklıktır. Ekonomik kalkınma için ayrılan bütçe, doğrudan Reading CIC şirketine gitmektedir.
Ama öteki politikaları etkilemede, anahtar bir rolü
de vardır. Çünkü ekonomik gelişmeye, öteki politikalardan ayrı olarak, bir boşlukta yer alıyormuş
gibi bakamazsınız. Böylece CIC‘nin üst yöneticisi
ve diğer üyeleri, Kent Meclisi‘nin öteki çeşitli komiteleri ve kurullarında yer almaktadırlar. Ve
üçüncü ders olarak, yine burada herhangi yeni bir
şey yoktur. Bir dizi hızlı kazanımlarla güven ve
55
tees and boards in the Council. So the third lesson,
and again there's nothing new here, is that a series of quick wins builds trust and capacity, all of
these organizations are formed for a reason. That
is what has gotten people to buy into them. Often
they work at two different levels at the same time:
they work operationally on things that need sorting
out now, today. They are of efficient in solving
those day-to-day problems that might be very basic (like cleanliness and security). So, people have
faith in them to deliver on things that are far more
strategic, like long-term visions, branding, and
regeneration.
Another reason why these place management
partnerships exist because in some areas there is
a vacuum, they've come to do a job that is not
being done effectively and this job is acting as the
‗guardians‘ of a place. I can illustrate this point,
because I was invited to to talk a suburb of Liverpool called Crosby just before Christmas. Crosby is
nothing particularly special it's a residential area of
Liverpool, it has existed for about the last 200
years, it has a little village center here with a
church, shops and other services. The reason the
people across the asked me to come and speak
was because Sainsbury's (one of our big supermarket chains) wanted to build a bigger supermarket in the town center. Now you may think that
there is nothing particularly unusual about this supermarkets are always wanting to expand. What
was different about this development was that
Sainsbury‘s was proposing to build over the village
center. As a group of about 120 people that represented the businesses, the local church, and all
sorts of different organizations-and even some of
the Council members, not all that were supportive
of the idea—they thought they had to collectivize
themselves in some way to fight this development.
They are not opposing that Sainsbury's expands,
they realize that there is room for a bigger supermarket - but they don't want their center built
over by a supermarket. So, I think this place management partnership exists because it has to, but
in some respects these bottom-up approaches is to
place management / development/branding is perhaps sometimes more representative and therefore ultimately more sustainable.
Lesson 3 : A series of
‘quick wins’ builds trust
and capacity
Operational
Strategic
Branding
Logos and strap lines
Long-term vision
Management
Cleaning and security
Marketing
City website
and regeneration
Sainsburys
1998
What we've been doing when we've been analyzing
these different types of organizations that form to
make improvements in places is to try and understand what's behind them and why some of them
do what they do and why some are successful.
One thing we have looked at is the effects that
these groups have, what they achieve, how they
achieve it, and the level of formality they show is
often dependent on where their funding comes
from. So some of them stay as an very informal
group of people and still are able to achieve a lot,
but if you are not a formal group you are not formally constituted, then you can't actually bid for
Lesson 4 : ‘Bottom up’ approaches to
place management are more
sustainable
56
kapasite oluşturulmaktadır. Bu örgütlerin hepsi
de, bir nedenle kurulmaktadır. Bu da, halkın
onlara katılımının kazanılmasıdır. Çoğu kez, aynı anda iki farklı düzeyde çalışmaktadırlar: Bugün, şimdi sıralanması gereken şeyler üzerinde
işleyişe göre çalışırlar. Çok basit olabilen (temizlik
ve güvenlik gibi) günlük sorunları çözümlemede
çok etkindirler. O nedenle, insanlar, uzun erimli
vizyonlar, markalaştırma ve yenileştirme gibi daha fazla stratejik olan şeylerde onlara başvururken, onlara inanmaktadırlar.
πάιη δελ είλαη ηίπνηα θαηλνχξην, είλαη φηη κηα ζεηξά απφ
αιιεπάιιειεο κηθξέο επηηπρίεο δεκηνπξγεί αίζζεκα
εκπηζηνζχλεο θαη απηνπεπνίζεζεο, θαη φηη φινη απηνί
νη νξγαληζκνί ζπγθξνηνχληαη γηα θάπνην ιφγν. Κη απηφ
είλαη πνπ πείζεη ηνλ θφζκν λα ηνπο ππνζηεξίμεη. ΢πλήζσο ιεηηνπξγνχλ ζε δχν δηαθνξεηηθά επίπεδα ηαπηφρξνλα: ιεηηνπξγνχλ κε βάζε ηηο ιεηηνπξγηθέο αλάγθεο
ηνπ ζήκεξα, ηαθηνπνηνχλ επείγνληα δεηήκαηα θαη είλαη
απνηειεζκαηηθνί ζηελ επίιπζε πνιχ βαζηθψλ θαζεκεξηλψλ πξνβιεκάησλ (π.ρ. ζέκαηα θαζαξηφηεηαο θαη
αζθάιεηαο). ΢πλεπψο, θεξδίδνπλ ηελ εκπηζηνζχλε ηνπ
θφζκνπ φηη δειαδή κπνξνχλ λα θέξνπλ εηο πέξαο δεηήκαηα πνπ άπηνληαη κηαο πην καθξνπξφζεζκεο ζηξαηεγηθήο, κπνξνχλ λα ππεξεηήζνπλ έλα φξακα, λα εθηειέζνπλ κεζφδνπο αλάπηπμεο ηαπηφηεηαο θαη αλαδσνγφλεζεο ηεο πφιεο.
Bu mekân yönetimi ortaklıklarının var oluşunun
bir başka nedeni şudur: Bazı bölgelerde, bir boşluk vardır. Etkin bir şekilde yapılmamış olan bir işi
yapmak üzere gelmiş bulunmaktadırlar ve bu iş,
bir mekânın ―koruyucular‖ı olarak hareket etmektedir. Bu noktayı gösterebilirim. Çünkü Noel‘den
biraz önce, Crosby denen Liverpool‘un bir kenar
mahallesinde konuşmak üzere davet edilmiştim.
Crosby‘de hiçbir şey özellikle özel değildir. Liverpool‘un bir yerleşim alanıdır, yaklaşık son 200
yıldır da var olagelmiştir. Bir kilise, dükkanlar ve
diğer hizmetlerle birlikte küçük bir köy merkezi
vardır. Buradaki insanların bana gelip konuşmamı
talep etmelerinin nedeni şudur: Sainsbury‘s
(bizim büyük süper market zincirlerimizden biri),
kasaba merkezinde daha büyük bir süper market
inşa etmek istemiş. Şimdi, bunda özel olarak tuhaf herhangi bir şeyin olmadığını düşünebilirsiniz
– süper marketler her zaman genişlemek istemektedirler. Bu gelişmede farklı olan ise şuydu:
Sainsbury‘s, köy merkezinin üzerine inşaat yapmayı önermekteydi. Yaklaşık 120 kişilik bir grup
olarak işyerlerini, yerel kiliseyi ve her türlü farklı
örgütü ve hatta Kent Meclisi üyelerinden bazılarını
–bütün üyeler bu fikri desteklememekteydilertemsil etmekteydiler ve bu gelişmeye karşı mücadele etmek için kendilerinin bir şekilde birleşmeleri gerektiğini düşündüler. Sainsbury‘s süper marketinin genişlemesine karşı değildiler. Daha büyük
bir süper market için yerin var olduğunu gördüler
– ama kendi köy merkezlerinin üzerine bir süper
marketin inşa edilmesini istemediler. O nedenle,
ben bu mekân yönetimi ortaklığının var olduğunu
düşünmekteydim Çünkü olmalıydı, ama bazı yönlerden mekân yönetimi/gelişme/markalaştırma‘ya
olan bu aşağıdan yukarıya yaklaşımlar, belki de
bazen daha çok temsilidir ve bu yüzden eninde
sonunda daha çok sürdürülebilirdir.
Έλαο αθφκα ιφγνο γηα ηελ χπαξμε ησλ ζπλεηαηξηζκψλ
δηαρείξηζεο ηφπσλ είλαη φηη ζε νξηζκέλεο πεξηνρέο ππάξρεη θελφ ζηελ εμππεξέηεζε ησλ δεκνηψλ, θη εδψ
είλαη πνπ νη νξγαληζκνί απηνί ήξζαλ λα θάλνπλ κηα
δνπιεηά πνπ δελ γίλεηαη ζσζηά, θη ε δνπιεηά απηή είλαη λα ελεξγνχλ σο ―θχιαθεο‖ ηνπ ηφπνπ. ΢ρεηηθά κ'
απηφ, ζα ζαο δηεγεζψ έλα πεξηζηαηηθφ γηα λα ζαο εμεγήζσ ηη ελλνψ. Με πξνζθάιεζαλ, ινηπφλ, λα κηιήζσ
ζε έλα πξνάζηην ηνπ Λίβεξπνπι πνπ ιέγεηαη Crosby
ιίγν πξηλ ηα Υξηζηνχγελλα. Σν Crosby δελ είλαη ηίπνηα
ην ηδηαίηεξν, είλαη απιψο κηα νηθηζηηθή δψλε ζην Λίβεξπνπι πνπ ππάξρεη ηα ηειεπηαία 200 ρξφληα, έρεη έλα
κηθξφ θέληξν ηεο θνηλφηεηαο κε κηα εθθιεζία, θαηαζηήκαηα θαη άιιεο ππεξεζίεο. Ο ιφγνο πνπ κνπ δήηεζαλ λα κηιήζσ εθεί ήηαλ φηη ε εηαηξεία Sainsbury's
(κία απφ ηηο κεγαιχηεξεο αιπζίδεο ζνππεξκάξθεη ζηελ
Αγγιία) ήζειε λα θηίζεη έλα κεγαιχηεξν ζνππεξκάξθεη
ζην θέληξν ηεο πφιεο. Σψξα εζείο κπνξεί λα ζθεθηείηε
φηη δελ είλαη θαη ηίπνηα ην ηδηαηηέξσο αζπλήζηζην, νη
εηαηξείεο ζνππεξκάξθεη ζέινπλ ζπλερψο λα επεθηείλνληαη. Η δηαθνξά ζε απηή ηελ πεξίπησζε είλαη φηη ηα
Sainsbury‘s δεηνχζαλ λα θηηάμνπλ ην λέν ηνπο θαηάζηεκα αθξηβψο πάλσ ζην θέληξν ηνπ ρσξηνχ.
Ωο νκάδα πνπ απνηειείην απφ 120 άηνκα πνπ εθπξνζσπνχζαλ ηηο επηρεηξήζεηο, ηελ ηνπηθή εθθιεζία θαη
θάζε άιιν νξγαληζκφ, αθφκα θαη κέιε ηνπ Γεκνηηθνχ
΢πκβνπιίνπ – δελ ζηήξημαλ φινη ηνπο ηελ ηδέα απηή,
ζθέθηεθαλ φηη έπξεπε λα δξάζνπλ ζπιινγηθά κε θάπνην ηξφπν ψζηε λα εκπνδίζνπλ απηή ηελ εμέιημε. Γελ
αληίθεηληαη ζηελ επέθηαζε ησλ Sainsbury's, έρνπλ
επίγλσζε φηη ππάξρεη αλάγθε γηα έλα κεγαιχηεξν θαηάζηεκα, απηφ πνπ δελ ζέινπλ είλαη λα γθξεκηζηεί ην
θέληξν ηεο πφιεο θαη λα θηηζηεί ζηελ ίδηα ζέζε ην
ζνππεξκάξθεη. Άξα, εγψ λνκίδσ φηη ε ζπγθεθξηκέλε
ζχκπξαμε δεκηνπξγήζεθε ιφγσ αλάγθεο, απφ θάπνηα
άπνςε φκσο απηή ε πξνζέγγηζε απφ θάησ πξνο ηα
πάλσ ζε ζέκαηα δηαρείξηζεο ηφπνπ, αλάπηπμεο θαη
θαζηέξσζεο ηαπηφηεηαο (branding) ίζσο κεξηθέο θνξέο
ζα πξέπεη λα είλαη πην αληηπξνζσπεπηηθή, άξα ζε ηειηθή αλάιπζε πην βηψζηκε.
Mekânlarda iyileştirmeler yapmayı şekillendiren
bu farklı tipteki örgütleri analiz ederken, yapmakta olduğumuz, bunların arkasında nelerin olduğunu anlamaya çalışmak ve neden bazılarının, kendi
istediklerini yaptığı ve neden bazılarının başarılı
olduğudur. Bakmış olduğumuz bir şey, bu grupların sahip oldukları etkiler, neyi elde ettikleri, bunu
nasıl elde ettikleridir ve gösterdikleri resmiyetin
düzeyi, çoğu kez finansmanlarının geldiği yere
bağımlıdır. O nedenle bazıları çok gayri resmi bir
insan grubu olarak kalırlar ve hâlâ daha çok şey
elde edebilir durumdadırlar. Fakat resmi bir grup
değilseniz ve resmen oluşturulmamışsanız, o zaman finansman için aslında başvuru yapamazsınız, herhangi bir önemli para alamazsınız, sadece
bölük pörçük paralar alırsınız. Ama bu örgütlerin
bazıları neden daha çok sürdürülebilirdirler? Şimdi
Απηφ πνπ θάλακε φζν θαηξφ αλαιχακε ηα δηάθνξα
απηά είδε νξγαληζκψλ πνπ ζπγθξνηνχληαη γηα λα βειηηψζνπλ έλαλ ηφπν, είλαη κηα πξνζπάζεηα λα θαηαλνήζνπκε ηη θξχβεηαη απφ πίζσ θαη γηαηί θάπνηνη απφ ηνπο
νξγαληζκνχο απηνχο θάλνπλ φ,ηη θάλνπλ θαη γηαηί θάπνηνη πεηπραίλνπλ. Σν πξψην πνπ εμεηάζακε είλαη φηη ε
επίδξαζε πνπ έρνπλ απηέο νη νκάδεο, ηα επηηεχγκαηα
πνπ πεηπραίλνπλ, ν ηξφπνο πνπ ηα πεηπραίλνπλ θαη ην
επίπεδν δηαηππψζεσλ πνπ επηδεηθλχνπλ ζπλήζσο εμαξηάηαη απφ ηελ πξνέιεπζε ηεο ρξεκαηνδφηεζήο
ηνπο. Άξα, θάπνηνη απφ απηνχο ελψ παξακέλνπλ κηα
απιή νκάδα αλζξψπσλ ρσξίο θακηά επίζεκε ππφζηαζε, κπνξνχλ λα θαηαθέξνπλ πνιιά, φκσο αλ δελ είζαη
επίζεκε νκάδα θαη δελ έρεηο ζπζηαζεί επίζεκα, ηφηε
νπζηαζηηθά δελ κπνξείο λα αηηεζείο ρξεκαηνδφηεζεο,
άξα δελ κπνξείο λα εμαζθαιίζεηο ζεκαληηθά πνζά παξά
57
funding, you can't get any major money, only bits
and pieces. But why are some of these organizations more sustainable?—especially given the financial situation we find ourselves in now.
Formal partnerships
Birmingham (UK)
Take for instance Birmingham in the UK. It had
place management partnerships in its city center
and across its districts. So there were about 15
districts across the city where the Council supported the creation of place management organizations. But these organizations have disappeared
seemingly overnight due to cuts in the public sector and lack of funds from the Council. This is in
sharp contrast to some of the more informal partnerships and the ones that are relying more private funding arts which are succeeding.
Public
funding
Business
Improvement
Districts
Private
funding
Ludlow (UK)
Saltburn (UK)
Informal partnerships
Place management case studies available to download at
http://www.placemanagement.org/default.asp?a=downloads&id=554
So my final lesson is that places should be unique.
We've already looked at the problems that arise
when you parachute experts, architects or branding strategists in from other areas. An example of
a informal partnership is of Ludlow in the UK. They
were the first town outside of Italy to decide to
embrace a slow food movement—which celebrates
local food and local culture. They embraced this
idea of ―we want to know where our food comes
from and we want to have time to enjoy it‖. Ludlow is now well known for its food retailing, restaurants and festivals.
Lesson 5 : Places should be unique
What a difference between Ludlow and Solihull.
Here we just have a similar high street with similar
shops as we do everywhere else, there's nothing
particularly unique or special about it. Another
point, that I think Ares made very well, it is not
just the positive things that make place unique.
We have to remember some of the more negative,
challenging, difficult, times that a place has gone
through. I recently had a look at the Visit Belfast
website to look and see what messages in terms of
communication and imagery came from the website. I went to the website and I couldn't find any
reference to the troubles that have existed in Belfast. So again that is a real difference between the
image that is being put out here on the website to
the history of the city. To reiterate what earlier
speakers have already said, if you are going down
the road of a branding strategy in Nicosia, then it
has to be yours, it has to be Nicosia's branding
strategy, it has to be bottom-up, it has to be representative of all stakeholders, and it has to be
unique. Unlike thinking up a logo or strapline, you
won't be able to do this the course of day. It will
require years. But as you already have a master
plan, which began with the sewerage system and
you cannot get more bottom-up than that! So
there is no reason why a branding strategy cannot
follow on from that cooperation.
In conclusion...
Perception of place
Place
Orchestrated Action
(Place Management,
Marketing, Branding)
Thank you very much.
Adapted from Kavaratzis 2008
58
kendimizi, özellikle parasal durumla karşı karşıya
buluyoruz.
κφλν ςίρνπια. Γηαηί φκσο θάπνηνη απφ ηνπο νξγαληζκνχο απηνχο είλαη πην βηψζηκνη; Δηδηθά δεδνκέλεο ηεο
νηθνλνκηθήο θαηάζηαζεο ζηελ νπνία βξηζθφκαζηε ηψξα.
Πάξηε γηα παξάδεηγκα ην Μπέξκηγρακ ζην Ηλσκέλν
Βαζίιεην. Σν Μπέξκηγρακ δηέζεηε ζπκπξάμεηο δηαρείξηζεο ζην θέληξν ηεο πφιεο θαη ζηηο πεξηθέξεηεο. Τπήξραλ πεξίπνπ 15 πεξηθέξεηεο ζηελ πφιε, φπνπ ν δήκνο
ζηήξημε ηε ζχζηαζε θνξέσλ δηαρείξηζεο ηφπνπ, εηδηθψλ
ζην place management. Κη φκσο, φπσο θαίλεηαη νη
θνξείο απηνί εμαθαλίζηεθαλ ελ κηα λπθηί ιφγσ πεξηθνπψλ ζην δεκφζην ηνκέα θαη ιφγσ έιιεηςεο θνλδπιίσλ
απφ ην Γεκνηηθφ ΢πκβνχιην. Κάηη ηέηνην θάλεη έληνλε
αληίζεζε κε θάπνηεο πην άηππεο ζπκπξάμεηο θαη άιιεο
πνπ βαζίδνληαη πην πνιχ ζε ηδησηηθέο πξσηνβνπιίεο γηα
ηε ρξεκαηνδφηεζή ηνπο θαη παξνπζηάδνπλ επηηπρία.
Birleşik Krallık‘taki Birmingham‘ı örnek olarak alalım. Kent merkezinde ve ilçelerinde mekân yönetim ortaklıkları vardı. Kent çapında, Kent Meclisi‘nin mekân yönetim ortaklıkları oluşturulmasını
desteklediği, 15 kadar ilçe vardı. Bu örgütler, kamu kesimindeki kesintilere ve Kent Meclisi‘nden
gelen fonların yokluğuna bağlı olarak, bir gecede
gözle görülür şekilde ortadan kayboldular. Bu durum, daha az gayri resmi olan ortaklıkların bazılarına ve daha çok özel fon becerilerine dayanarak
başarılı olanlara kıyasla, keskin bir zıtlık oluşturmaktadır.
Σν δηθφ κνπ, ινηπφλ, ζπκπέξαζκα είλαη φηη ν θάζε ηφπνο
είλαη κνλαδηθφο. Έρνπκε ήδε αλαιχζεη ηα πξνβιήκαηα
πνπ πξνθχπηνπλ φηαλ αλαιακβάλνπλ εκπεηξνγλψκνλεο,
αξρηηέθηνλεο ή εηδηθνί ζε ζηξαηεγηθέο branding πξνεξρφκελνη απφ εληειψο δηαθνξεηηθέο πεξηνρέο. Έλα παξάδεηγκα άηππεο ζχκπξαμεο είλαη ε πξσηνβνπιία πνπ
αλαπηχρζεθε ζηελ πφιε Ludlow ηνπ Ηλσκέλνπ Βαζηιείνπ. Τπήξμε ε πξψηε πφιε εθηφο Ιηαιίαο πνπ απνθάζηζε
λα πηνζεηήζεη ην θίλεκα ηνπ "Slow Food" («αξγφ γεχκα»), ζε αληηπαξάζεζε κε ην "fast food" («γξήγνξν
γεχκα»), γεγνλφο ην νπνίν ηηκά ηελ ηνπηθή γαζηξνλνκία θαη θνπιηνχξα. Αγθάιηαζαλ ηελ έλλνηα ηνπ ―ζέινπκε
λα γλσξίδνπκε ηελ πξνέιεπζε ησλ ηξνθίκσλ θαη ζέινπκε λα έρνπκε ρξφλν λα ηα απνιακβάλνπκε‖. Σν
Ludlow έρεη γίλεη πιένλ γλσζηφ γηα ηα θαηαζηήκαηα
ηξνθίκσλ, ηα εζηηαηφξηα θαη ηα θεζηηβάι ηνπ.
Böylece son dersim şudur: Mekânlar, eşsiz olabilir. Başka bölgelerden uzmanlar, mimarlar veya
markalaştırma stratejisi uzmanlarını gökten zembille inmiş gibi getirirseniz, ortaya çıkan sorunlara
değinmiş bulunuyoruz. Birleşik Krallık‘taki Ludlow,
resmi olmayan bir ortaklığa örnektir. Yerel yemekler ve yerel kültürü öne çıkaran bir yavaş yemek hareketini kucaklama kararı almış olan, İtalya dışındaki ilk kasabadır. ―Yemeklerimizin nereden gelmiş olduğunu öğrenmek istiyoruz ve onu
yerken zevk almak için zamana ihtiyacımız vardır‖
şeklindeki fikri kucakladılar. Şimdi Ludlow, kendi
yemek perakendeciliği, restoranları ve şenlikleri
ile çok iyi bilinmektedir.
Πνηα είλαη ε δηαθνξά κεηαμχ ηνπ Ludlow θαη ηνπ Solihull. Δδψ, θαη ζηηο δχν πφιεηο, έρνπκε απιψο έλαλ
θχξην δξφκν κε νκνηφκνξθα καγαδάθηα, φπσο νπνπδήπνηε αιινχ, δελ ππάξρεη ηίπνηα ην ηδηαίηεξν ή ραξαθηεξηζηηθά δηαθνξεηηθφ. Άιιν έλα ζηνηρείν, ην νπνίν ν
Άξεο επεζήκαλε πνιχ θαιά, είλαη φηη δελ είλαη κφλν ηα
ζεηηθά ζηνηρεία πνπ θάλνπλ έλαλ ηφπν κνλαδηθφ. Πξέπεη λα ζπκφκαζηε θαη ηηο αξλεηηθέο, απαηηεηηθέο, δχζθνιεο επνρέο πνπ κπνξεί λα έρεη πεξάζεη έλαο ηφπνο.
Πξφζθαηα έξημα κηα καηηά ζηελ ηζηνζειίδα ―Visit Belfast‖ γηα λα θνηηάμσ θαη λα δσ ηη είδνπο κελχκαηα απφ
πιεπξάο ελεκέξσζεο θαη εηθφλαο βγαίλνπλ απφ ηελ
ηζηνζειίδα. Δπηζθέθηεθα, ινηπφλ, ηελ ηζηνζειίδα θαη
δελ θαηάθεξα λα βξσ νπνηαδήπνηε αλαθνξά ζηηο ηαξαρέο πνπ έγηλαλ ζην Μπέιθαζη. Άξα, ε εηθφλα πνπ
πξνβάιιεηαη ζηελ ηζηνζειίδα δηαθέξεη απφ ηελ πξαγκαηηθή ηζηνξία ηεο πφιεο. Γηα λα επηζηξέςσ ζηα ιεγφκελα ησλ πξνεγνχκελσλ νκηιεηψλ, αλ ζειήζεηε λα
πνξεπζείηε ζηνλ δξφκν γηα ηε δηακφξθσζε ζηξαηεγηθήο γηα ην branding ηεο Λεπθσζίαο, ε ζηξαηεγηθή απηή
ζα πξέπεη λα είλαη δηθή ζαο, ζα πξέπεη λα γίλεη εηδηθή
ζηξαηεγηθή γηα ην branding ηεο Λεπθσζίαο θαη κφλν,
ζα πξέπεη λα γίλεη απφ θάησ πξνο ηα πάλσ, λα εκπιέθεη εθπξνζψπνπο απφ φινπο ηνπο ελδηαθεξφκελνπο
θνξείο, θαη ζα πξέπεη λα είλαη κνλαδηθή. Αληίζεηα κε
ηε επηλφεζε ελφο ινγφηππνπ ή δηαθεκηζηηθνχ ζιφγθαλ, έλα ηέηνην εγρείξεκα δελ κπνξεί λα γίλεη ζε κηα
κέξα. Θα ρξεηαζηνχλ πνιιά ρξφληα. Δζείο, φκσο, έρεηε
ήδε έλα ξπζκηζηηθφ ζρέδην πνπ μεθίλεζε κε ην απνρεηεπηηθφ ζχζηεκα θαη κπνξείηε λα θαηαθέξεηε πεξηζζφηεξα ζε έλα πιαίζην δξάζεο απφ πάλσ πξνο ηα θάησ!
Γελ βιέπσ ην ιφγν γηαηί λα κελ κπνξείηε λα θηηάμεηε
κηα ζηξαηεγηθή γηα ην branding ηεο πφιεο ζαο πνπ λα
πξνθχπηεη απφ ηε ζπλεξγαζία απηή.
Ludlow ile Solihull arasında ne kadar da fark var.
Burada, sadece başka her yerde olduğu gibi benzer dükkanları ile benzer bir ana caddemiz var,
özellikle eşsiz veya herhangi bir özelliği olan herhangi bir şey yoktur. Bir başka nokta, ki sanıyorum Aris bunu çok iyi yaptı, bir mekânı eşsiz yapan sadece olumlu şeyler değildir. Mekânların
yaşamış oldukları daha olumsuz, üstesinden gelinmesi gereken, zor zamanların bazılarını da
anımsamamız gerekmektedir. Kısa bir süre önce
―Belfast‘ı Ziyaret Ediniz‖ adlı web sayfasına baktım ve web sayfasından, iletişim ve görüntüler
açısından hangi mesajların iletildiğini gördüm.
Web sayfasına girdim ve Belfast‘ta eskiden var
olmuş olan karışıklıklarla ilgili herhangi bir atıf
bulamadım. O nedenle yine, burada web sayfasında kentin tarihi ile buraya konmuş olan görüntüler arasında gerçek bir farklılık bulunmaktadır.
Daha önceki konuşmacıların söylemiş olduklarını
bir kez daha tekrarlamak istersek, Lefkoşa‘da bir
markalaştırma stratejisinin yolunda yürüyorsanız,
o zaman bu size ait olmalı, bir tane Lefkoşa‘nın
markalaştırılması stratejisi olmalı, aşağıdan yukarıya çizilmeli, bütün paydaşları temsil eder durumda olmalıdır. Bunu bir gün içerisinde yapamayacaksınız, yıllara ihtiyaç duyulacaktır. Fakat kanalizasyon sistemi ile başlamış olduğunuz bir
master planınız zaten halihazırda var, bundan
daha fazla aşağıdan yukarıya gidemezsiniz! Bir
markalaşma stratejisinin, bu işbirliğinin yolunu
izleyememesi için bir neden yoktur.
΢αο επραξηζηψ πάξα πνιχ.
Sizlere çok teşekkür ederim.
59

Benzer belgeler