{"id":3354,"date":"2022-05-06T09:48:56","date_gmt":"2022-05-06T09:48:56","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=3354"},"modified":"2025-03-04T15:22:32","modified_gmt":"2025-03-04T15:22:32","slug":"elementos-chave-para-um-placemaking-de-sucesso-na-proxima-decada","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/elementos-chave-para-um-placemaking-de-sucesso-na-proxima-decada\/","title":{"rendered":"Elementos-chave para um Placemaking de sucesso na pr\u00f3xima d\u00e9cada"},"content":{"rendered":"\n

Neste artigo, vamos explorar a ideia de Placemaking nesta nova d\u00e9cada e delinear um roteiro para os cinco elementos-chave essenciais para criar lugares vibrantes e resilientes num mundo p\u00f3s-pand\u00e9mico.<\/p>\n\n\n\n

Em primeiro lugar, \u00e9 importante esclarecer que o futuro dos lugares depende, a nosso ver, da combina\u00e7\u00e3o de duas \u00e1reas de especializa\u00e7\u00e3o existentes: Place Branding<\/a> e Placemaking. O potencial reside no que \u00e9 uma fus\u00e3o de ambas, a espinha dorsal para lugares de sucesso. Avan\u00e7ando, ao referirmo-nos ao Placemaking, estamos a inferir a utiliza\u00e7\u00e3o de ambas estas linhas de pensamento.<\/p>\n\n\n\n

Agora que j\u00e1 esclarecemos a nossa compreens\u00e3o do Placemaking, passemos aos cinco elementos-chave para o seu sucesso.<\/p>\n\n\n\n

Estabelecer uma vis\u00e3o partilhada<\/strong><\/strong><\/h4>\n\n\n\n

Aqui \u00e9 onde dever\u00edamos falar sobre o Place Branding. Antes de mais, \u00e9 importante estabelecer uma vis\u00e3o partilhada do lugar que se deve basear na sua verdadeira identidade. Para que esta vis\u00e3o seja alinhada com a identidade do lugar e partilhada por todas as partes envolvidas, passamos ao segundo elemento-chave.<\/p>\n\n\n\n

Envolver-se com a comunidade<\/strong><\/strong><\/h4>\n\n\n\n

Ningu\u00e9m conhece melhor os problemas, fraquezas e virtudes de um lugar, do que a pr\u00f3pria comunidade. A identidade, e, portanto, a vis\u00e3o, surgem deste princ\u00edpio. O envolvimento criar\u00e1 um sentimento de perten\u00e7a e este sentimento de perten\u00e7a constr\u00f3i o orgulho. Isto, por sua vez, defende e ajuda a promover o lugar atrav\u00e9s da colabora\u00e7\u00e3o e do pensamento coletivo.<\/p>\n\n\n\n

Pensar para al\u00e9m do hardware<\/em><\/strong><\/strong><\/h4>\n\n\n\n

O hardware<\/em> pode ser entendido como os aspectos im\u00f3veis de um lugar, os seus edif\u00edcios, a sua arquitetura, e a sua paisagem. Mas um lugar \u00e9 muito mais do que isso. \u00c9 necess\u00e1rio envolver as outras duas dimens\u00f5es deste ecossistema: software<\/em> e peopleware<\/em>. O software<\/em> diz respeito \u00e0s atividades que d\u00e3o vida ao lugar e o peopleware<\/em> refere-se \u00e0s pessoas e ao seu comportamento cultural, o que por sua vez cria a identidade do lugar.<\/p>\n\n\n\n

Por vezes um bom lugar n\u00e3o precisa de novos produtos ou edif\u00edcios tang\u00edveis, apenas de um bom programa de atividades ou da promo\u00e7\u00e3o das caracter\u00edsticas culturais existentes.<\/p>\n\n\n\n

Ser supra-territorial<\/strong><\/strong><\/h4>\n\n\n\n

Esta pandemia revelou-nos o \u00f3bvio. Um lugar \u00e9 muito mais do que o seu territ\u00f3rio. Enquanto pa\u00edses exclusivamente preocupados com os seus aspectos f\u00edsicos e presenciais sofreram, outros, j\u00e1 empenhados na desterritorializa\u00e7\u00e3o e desmaterializa\u00e7\u00e3o (acelerada pela pandemia), conseguiram criar experi\u00eancias virtuais. Isto permitiu aos lugares manter a presen\u00e7a global dos seus lugares na mente das pessoas, mesmo que ningu\u00e9m pudesse, de facto, l\u00e1 ir.<\/p>\n\n\n\n

Ser supra-territorial \u00e9 compreender que uma cidade\/local \u00e9 um palco para encontros e oportunidades. Se isto n\u00e3o puder ser feito fisicamente, \u00e9 necess\u00e1rio procurar outras formas de ligar pessoas e lugares, o que, na realidade, nada mais \u00e9 do que ligar pessoas a pessoas.<\/p>\n\n\n\n

Aprender com o caos<\/strong><\/strong><\/h4>\n\n\n\n

Procurar a antifragilidade, um conceito que sugere que vamos al\u00e9m da resili\u00eancia, aprendendo e fortalecendo-nos a partir de acontecimentos de grande impacto negativo. No centro do pensamento antifr\u00e1gil aplicado aos lugares est\u00e3o todos os itens anteriores desta lista (e v\u00e1rios outros que n\u00e3o caberiam neste artigo). Devemos, contudo, notar algo que Nassim Taleb<\/em>, criador do termo “antifr\u00e1gil”, chama de opcionalidade. Nos locais, a utiliza\u00e7\u00e3o deste conceito aplica-se \u00e0 ideia de n\u00e3o concentrar todos os nossos esfor\u00e7os num \u00fanico vector de desenvolvimento econ\u00f3mico, tal como o turismo. O que aconteceu aos lugares que foram 100% tur\u00edsticos durante a pandemia da COVID-19?<\/p>\n\n\n\n

Atrav\u00e9s destes cinco elementos-chave, podemos ver como a placemaking vai muito al\u00e9m das quest\u00f5es f\u00edsicas, arquitet\u00f3nicas e urbanas. Podemos ver como os lugares foram, e est\u00e3o a ser inseridos em ecossistemas complexos que precisam de ser repensados, desde as esferas de decis\u00e3o at\u00e9 \u00e0 pr\u00f3pria matriz de desenvolvimento econ\u00f3mico. Independentemente de onde esta mudan\u00e7a de vis\u00e3o ir\u00e1 come\u00e7ar, \u00e9 importante recordar sempre a m\u00e1xima shakespeariana:<\/p>\n\n\n\n

O QUE \u00c9 A CIDADE SEN\u00c3O AS PESSOAS?<\/p>\n\n\n\n

Publicado em 06.05.2022.<\/p>\n","protected":false},"excerpt":{"rendered":"

Neste artigo, vamos explorar a ideia de Placemaking nesta nova d\u00e9cada e delinear um roteiro para os cinco elementos-chave essenciais para criar lugares vibrantes e resilientes num mundo p\u00f3s-pand\u00e9mico. Em primeiro lugar, \u00e9 importante esclarecer que o futuro dos lugares depende, a nosso ver, da combina\u00e7\u00e3o de duas \u00e1reas de especializa\u00e7\u00e3o existentes: Place Branding e […]<\/p>\n","protected":false},"author":3,"featured_media":6230,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[147,337],"tags":[346,347,168,423,426,441,350,351],"class_list":{"0":"post-3354","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-destaques","8":"category-placemaking-pt-pt","9":"tag-cities-pt-pt-2","10":"tag-countries-pt-pt-2","11":"tag-estrategia","12":"tag-lugares","13":"tag-paises-2","14":"tag-placemaking-pt-pt","15":"tag-regions-pt-pt-2","16":"tag-strategy-pt-pt"},"yoast_head":"\nElementos-chave para um Placemaking de sucesso na pr\u00f3xima d\u00e9cada<\/title>\n<meta name=\"description\" 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