Clare Dewhirst
CEO, City Nation Place
It takes more than bricks and mortar to make a place: it needs a soul.
That’s where place branding and placemaking become vital components of property development. Because if the role of the developer is to transform disused land into new, valuable community spaces, then the role of place branding is to ensure those spaces are places that people want to live in.
Creating a sense of community
Take YZD, North America’s largest urban redevelopment, which aims to build a sustainable city in the Greater Toronto Area. The challenge is more than just transforming former airport lands into housing; the team behind the development also need to create a sense of community and vibrancy that will entice people to relocate there.
The solution? A comprehensive programme of activities that began long before the first shovels will even hit the ground. Community festivals are held inside hangars. Markets and workshops are hosted for nearby residents. More than a kilometre of runway is transformed annually into a space for skateboarding, biking and free play.
It is the answer to building vibrant communities that flourish organically
This comprehensive ‘Meanwhile Use’ strategy is establishing YZD as a welcoming place structured around community life, breathing life into the area that will carry through the development process.
Creating a space where families thrive
Sheffield is another great example of how a place-led approach delivers stronger urban development. Known as ‘The Outdoor City,’ there was little in the city centre that represented that identity.
A development originally earmarked to become a multi-storey car park was instead transformed into Pounds Park. The space blends a state-of-the-art playground with musical features, accessible equipment and a space for independent businesses to set up shop. By using the place brand strategy to guide the urban development, the city was able to invest in a genuine community asset that creates space for families to thrive and elevates the city’s reputation.
Place branding isn’t a nice-to-have in property development. It is the answer to building vibrant communities that flourish organically and incentivise people to want to live, work and play there.
