This paper reflects on the phenomenon of 'branded landscape' within the context of current landscape projects and policies. Giving particular attention to the Italian context, the paper is in two parts. In the first part, the paper identifies three key landscape approaches that have influenced the landscape project and meaning. In the second part, the paper proposes an integrated, reforming 'project of the landscape' to overcome the threats of ill-conceived and misdirected, glossy, and/or overbearing initiatives, policies and projects related to natural and designed landscapes. It suggests working with ordinary – often degraded or abandoned – objects and spaces, strengthening their relations. More radically, the paper proposes considering landscape design as a multifunctional way of looking at the world and thinking about its transformations.

Branded landscapes VS reform of ordinary landscapes: an insight from Italy

A. Lanzani;C. Mattioli
2018-01-01

Abstract

This paper reflects on the phenomenon of 'branded landscape' within the context of current landscape projects and policies. Giving particular attention to the Italian context, the paper is in two parts. In the first part, the paper identifies three key landscape approaches that have influenced the landscape project and meaning. In the second part, the paper proposes an integrated, reforming 'project of the landscape' to overcome the threats of ill-conceived and misdirected, glossy, and/or overbearing initiatives, policies and projects related to natural and designed landscapes. It suggests working with ordinary – often degraded or abandoned – objects and spaces, strengthening their relations. More radically, the paper proposes considering landscape design as a multifunctional way of looking at the world and thinking about its transformations.
landscape; branded landscape; ordinary landscape; project of the landscape; landscape policies; Italy
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11311/1066253
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