ARQUITECTURA Y SÍMBOLO. VLC, imagen en estado de incertidumbre

Universidade Portucalense, 2 de julio de 2010Mayka Puche Ruiz

ARCHITECTURE AND SYMBOL.

VLC AND ITS UNCERTAIN IMAGE

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ARCHITECTURE AND SYMBOL

MAIN GOALS OF THE RESEARCH:1. To analyze the 2 images (BRANDING) of the city

of Valencia:-”CITY OF FLOWERS AND ART” CULTURAL IMAGE

-”CITY OF ARTS AND SCIENCES” FASHION IMAGE

2. To show how the loss of the cultural image of Valencia does not allow the inhabitants of the city to project their true identity 2

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DO YOU HAVE ANY IMAGE OF VALENCIA?

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“El paraíso terrenal, hijos míos, no estaba en Port Lançon, aunque muchos lo afirmen, ni en el departamento de Seine- Inférieure…, ni en Normandía…, ni en París…, ni en Francia. No estaba tampoco en ninguna parte de Europa, ni en África ni en América, ni en Oceanía… Hay quien pretende que el paraíso estaba en Italia, y también quien afirma que estaba en España, porque en este país hay naranjas… ¡Miserables glotones!”

Octave Mirbeau, “Diario de una camarera”

PARADISE WAS NOT IN SPAIN, EVEN THOUGH THERE WERE

PEOPLE WHO CONSIDERED THIS BELIEF TRUE, ONLY BECAUSE

SPANIARDS CULTIVATED ORANGES!!!!

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VALENCIA’S ISLAMIC HERITAGE

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CURRENT PRESERVATION

OF ISLAMIC CULTURAL

HERITAGE IN THE CITY OF VALENCIA

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CULTURAL IMAGES AND FASHION IMAGES

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LOCAL IDENTITY GLOBAL TOURISM

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CULTURAL IMAGES ANDFASHION IMAGES

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In despite of this dramatic break, which dates from 10 years ago, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN

1909, CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL IMAGE AND MAJOR INTERNATIONAL EVENTS

IN THE CITY

In despite of this dramatic break, which dates from 10 years ago, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN

1909, CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL IMAGE AND MAJOR INTERNATIONAL EVENTS

IN THE CITY

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CULTURAL IMAGES AND FASHION IMAGES

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“THIS CITY IS ANOTHER WORLD” , the adverts

say… We are not certain about the fact that the

“City of Arts and Sciences” is another

world, but it isn’t Valencia at all!!!!!!!!

“CITY OF ARTS AND SCIENCES”

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2 IMAGES OF VALENCIA

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1st IMAGE, Romantic and Picturesque Valencia:

“CITY OF FLOWERS AND ART”

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2 IMAGES OF VALENCIA

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THE RELATIONSHIP

BETWEEN VALENCIA AND

ITS PORT

THE RELATIONSHIP

BETWEEN VALENCIA AND

ITS PORT

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2 IMAGES OF VALENCIA

2nd IMAGE: “CITY OF ARTS AND SCIENCES” and MAJOR

INTERNATIONAL EVENTS

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2 IMAGES OF VALENCIA

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2 IMAGES OF VALENCIA

2nd IMAGE: “CITY OF ARTS AND SCIENCES”. VLC, where

“every street lead to the sea”

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2 IMAGES OF VALENCIA

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1st IMAGE, Romantic and Picturesque Valencia:

“CITY OF FLOWERS AND ART”

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2 IMAGES OF VALENCIA

2nd IMAGE: “CITY OF ARTS AND

SCIENCES” on the ancient “Horta”

(traditional landscape)

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2 IMAGES OF VALENCIA

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THE CITY CENTRETHE CITY CENTRETHE “NEW CITY”

WHICH TOURISTS VISIT, NOT APPROACHING THE

CITY CENTRE…

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2 IMAGES OF VALENCIA

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THINGS THAT PEOPLE FROM

VALENCIA LIKED THE MOST

(1992): “FALLAS”,

ORANGES, LIGHT, FLOWERS,

“PAELLA”, SUN, BEAUTY OF THE CITY AND SEA

THINGS THAT PEOPLE FROM

VALENCIA LIKED THE MOST

(1992): “FALLAS”,

ORANGES, LIGHT, FLOWERS,

“PAELLA”, SUN, BEAUTY OF THE CITY AND SEA

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2 IMAGES OF VALENCIA

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IN 2005, 18 % OF PEOPLE FROM VALENCIA THOUGHT THAT THE MOST IMPORTANT BUILDING IN TOWN WAS THE “CITY OF ARTS AND SCIENCES”

IMAGE PROMOTED BY THEIR REGIONAL GOVERNMENT

OPERA

CINEMA

PUB

SCIENCETENNIS

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2 IMAGES OF VALENCIA

But behind this idyllic image… WHERE ARE THE PEOPLE FROM

VALENCIA?

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“CALATRAVISM”

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THE WORK AND IMAGES OF SANTIAGO CALATRAVA SPREAD AROUND THE

WORLD… OVIEDO, TENERIFE, BUT ALSO ITALY, CANADA, ISRAEL…

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“CALATRAVISM”

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TRIUMPH OF “CALATRAVISM”: A MONUMENT TO THE CREATOR’S EGO

BRANDING OF FASHION SUBDUED

TO GLOBAL TOURISM

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PRINCIPAL FINDINGS The break between the “CITY OF

FLOWERS AND ART” and the “CITY OF ARTS AND SCIENCES” is not a natural evolution of the image of Valencia

Its inhabitants had given up their cultural past and local identity yearning for a false image based on global tourism

The only image which tourists search in Valencia is the “CITY OF ARTS AND SCIENCES”

The only image promoted by Valencian Government is the “CITY OF ARTS AND SCIENCES”

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PRINCIPAL FINDINGS

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VALENCIA AS AN “EXPERIENTIAL” DESTINATION

PROMOTING NO-NAME TOURIST BRANDSINSTEAD OF TRUE EXPERIENCES IN SPAIN

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PRINCIPAL FINDINGS

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After the brief explossion of major international events… people from

Valencia will have nothing to relate!

THE IMAGE OF VALENCIA NEEDS THINKING AND LOCAL PARTICIPATION

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MUITO OBRIGADA!

FOR TRUE IMAGES WITH NO STEREOTYPES