Authors:

Clarissa Martins Alves

Priscilla Gonçalves Lopes

Luiz Salomão Ribas Gomez

Abstract:

This article reflects on the aesthetic experiences in the city from the perspective of city branding.
The discussions about cities have been drawing attention to how people relate to them and their
transformations, and, consequently, their new opportunities. Firstly, the article focuses on a theoretical
revision about the related topics, such as urban trends, aesthetic experiences and city branding.
Then, through a qualitative study of a subjective analysis of two urban trends described by the BMW
Guggenheim Lab, it moves on to some examples of websites/apps which apply the concept of experience
in the city. Finally, we suggest some insights related to city branding actions focused on experiences.
Keywords: City Branding; Brand Experience; Urban Trends; Aesthetic Experiences.

Download the full paper: CITY BRAND EXPERIENCE.