New Technologies for Participatory Planning: Between Parametric Design and Brand Urbanism

Cities are called to face new challenges. The actions they plan must conform to their image and future values. This way, they can differentiate themselves and become more attractive. It is, therefore, necessary to involve citizens and brands differently from the past and with tools suitable for change. The ongoing research intends to develop a new design tool applicable in complex contexts and stimulate participation. It is a conceptual model that integrates parametric design, inclusive communication, and planned forms of brand urbanism. The research intends to introduce parametric design to evaluate urban transformations and coordinate them according to the future image of the city. The tool must be accompanied by inclusive communication that can involve more people to participate: this will also be possible thanks to new technologies such as social platforms that combine information, images, and sounds. The problem is addressed in Chiasso, in the cross-border region between the Canton of Ticino (Switzerland) and the Lombardy Region (Italy). It is an important hub and has recently been affected by two projects. The design of the future vision of the territory must necessarily take place with the contribution of local actors and brands.