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A Study on the Place Branding from the Co-design point of view -Based on Abandoned Railroad Urban Park-

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.141-154
  • DOI : 10.25111/jcd.2018.64.11
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 10, 2018
  • Accepted : July 25, 2018

Jung, Ye-kyung 1,  Su-Jeung Kim 2

1이화여자대학교 대학원
2이화여자대학교

Accredited

ABSTRACT

In today’s rapidly changing society, the public is able to be informed in a variety of media environments while simultaneously active and creative activities as a producer of information. These changes bring about participation designs that social values and relational values in design, and the need for a co-design to realize shared goals and values emerged. This has also affected the place branding of abandoned railroad. As the public’s leisure time is increasing these days, the demand for parks where people can spend leisure time in the city. Therefore, the public is taking part in and attempting to use the abandoned railroad to secure a urban park and efficiently operate it. This study aims to focusing on the meaning of participation, and explore co-design and place branding, and to suggest effective ways to establish the place branding of abandoned railroad urban park at home and abroad. In order to analyze the case, we could derive the co-design elements 'Community(Connectivity, participation)', 'Flexibility(Variability, Openness)' and 'Narrative (Experience, Attachment)' in participation design elements. This was used as a framework for case analysis. As a result of the analysis, it was found out that it is important to break away from institutional-centered place branding and take an open view that accepts and reflects each other’s opinions by participation with various stakeholders. It was also noted that the establishment of place branding required a community that could actually attract participation, and that a flexible design system based on public participation. We look forward to using the results of this study will be used as to establish the place branding of abandoned railroad urban park.

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