NEW METHODOLOGY OF URBAN SURVEY FOR THE VIEWING AND THE COMMUNICATION OF A NEW CITY IMAGE AND THE CREATION OF "NATURAL TRADE CENTER" ALONG THE TRADE STREETS OF THE HISTORIC CENTER.

Ref.: 31
Área temática: 01 Integridad física de los paisajes urbanos históricos
Fecha de recepción: 01/01/2008

AUTORES (* Autor principal)

GHIRETTI, Andrea * (Italia) - University of Study of Parma
GIANDEBIAGGI, Paolo (Italia) - University of Study of Parma
VERNIZZI, Chiara (Italia) - University of Study of Parma

ABSTRACT

Since the past, historical Italian city centres have been characterized by the coexistence of residential and commercial functions, but after the recent decades great social changes, the commerce located in the historical context no longer enjoys privileges from the condition he had occupied for many centuries: in fact, new spatial alternatives of purchase are imposed in the peripheral and suburban areas.
The historical context conservation should be considered now not only a problem of safeguarding the collective memory cultural heritage; especially, a vital urban structure has to be restored and enhanced, considering that the historical centre develops a function of social identification and recognition of a special community, that commercial distribution helps to keep alive.
In order to find solutions to these issues, in recent years, the concept of Natural Trade Centre is widely spreading; this new entity is experiencing in many Italian Historic Centres as an integrated system of business, facilities, crafts and services, areas dedicated to markets and parking areas and reception, all coordinated by a common policy development and promotion of the territory, while previously they were born and developed by spontaneous management and organization.
The key points for the creation of a CTN are a strong organization and the creation of a unified and recognizable image, essential to recognize itself as an alternative to new malls near the Historic Centres or in the new urban suburbs.
In order to recover the vitality of the historic centre of the city of Parma, the town Council has began the study of its historic centre as Nature Trade Centre, focusing on the potentiality of the existing commercial streets.
The design of a new unitary image for a CTN must consider the long history of the buildings in these historic streets and their forming and complexity; In order to find new rules to plan a new unitary image that transforms a street in a Natural Trade Center, we try to go beyond the consolidated rules that concern the function and the form. We must find why that street like to some people. Why some areas are perceived as high quality and "user friendly" spaces. To do that we leave the traditional plan vision to research the human point of view.
This field of research was developed by proposing a new method of urban survey, based on the integration of tools and techniques, which are surely advanced but also simple and quick to use - as digital cameras, total stations and software of projective transformation - in order to obtain the survey of all urban fronts which characterize the main trade streets and not only some more rappresentative or important samples.
Every single street in the Italian city have unique peculiarity, so that we can not project them beginning from universal rules. Only the research of a correct methodology of analysis of a specific urban contest can carry to plan the correct guidelines for future projects.
A operative methodology that include photographic survey of all urban fronts, allows a cataloging and analysis of shapes, materials, colours, urban furniture and lights compared to the view of people who live in those urban areas, generates design guidelines specific to each place.
To complement these surveys, traditional analysis are conducted, which are based on historical and iconographical records necessary for reading of the urban evolution; in addition, some typological analysis and direct survey of significant architectural details are carried out: properly these details in fact, could characterize, from a symbolic and formal point of view, the presence of commercial activity in these areas.
The results of these operations of analysis have given practical project indications to transform, through the furniture, colors and insignia, urban very uneven, in areas of high quality.

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