Rijeka 2020 European Capital of Culture – The Classroom

Culture Branding International Conference

From 28th February 2019 to 2nd March 2019

RIJEKA 2020 European Capital of Culture organizes a 3-day international conference on Culture Branding, as part of The Classroom, a local community and cultural sector capacity building programme. And ROCK partner TASO has been entrusted to run the workshop “Branding the City: Real Meaning and Scope”, where the exchange with participants will be organized into four slots: Why city branding matters?, Cultivating uniqueness, Communicating Rijeka visually, and Mix of communications. A spotlight will be put on new perspectives on cultural heritage to make the most of it when branding and marketing the contemporary city. It is therefore an early capitalisation of one of ROCK´s innovative developments, in particular the ROCK series of advanced seminars on innovative city branding that toured 7 ROCK parner cities in 2018. 

In Rijeka, TASO will join the stage together with some renowned brand designers and cultural management teams like Erik Kessels (I´m Amsterdam), Boris Ljubičić (Croatia’s visual identity), Kai Amberla (Finland Festivals) and MUZE.

Over the past years, TASO has disrupted the city branding field from a view closer to integrated urban development rather than conventional marketing, providing leading expertise to large-scale transnational projects like CityLogo, AT.Brand and ROCK.

Further info

Author: Rivas Miguel - TASO