The article aims to illustrate the role of world fairs as chance to change and requalification. The Universal Fair becomes an important vehicle to express the image and identity of a territory. Indeed they are the forces that can connect the individual elements of a certain geographical area and increase their value. Only in regions where the logic of the big event becomes logic of territorial marketing and development planning in the medium long term, the effects will not be transient but will trigger a process of enrichment and innovation that lead to positive and lasting results for competitiveness of the city. Milan is supported by an efficient organization to achieve these goals and taking advantage of a designed regional planning.
Le esposizioni universali: mercati globali tra riqualificazione e innovazione. Milano 2015 un esempio vincente?
E. Nicosia
2010-01-01
Abstract
The article aims to illustrate the role of world fairs as chance to change and requalification. The Universal Fair becomes an important vehicle to express the image and identity of a territory. Indeed they are the forces that can connect the individual elements of a certain geographical area and increase their value. Only in regions where the logic of the big event becomes logic of territorial marketing and development planning in the medium long term, the effects will not be transient but will trigger a process of enrichment and innovation that lead to positive and lasting results for competitiveness of the city. Milan is supported by an efficient organization to achieve these goals and taking advantage of a designed regional planning.Pubblicazioni consigliate
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