Design
Does Neighborhood Rebranding Work?
Three international case studies illustrate the challenges of re-naming a place.
International property developers have good reason to want to alter consumer sentiments about obscure or less desirable neighborhoods in cities all over the world. They're in the business of selling real estate, after all. Three developer-led neighborhood rebranding efforts in London, Beirut, and Milan offer a handy case study of whether efforts to rename or assign a new identity to a place (efforts which often involve large sums of money) are ever actually worth it.
London