Space design marketing for urban regeneration in the UK through regional space assets

Abstract

Urban regeneration, which promotes sustainable regional revitalisation with the goal of ‘improving life’, is carried out by understanding the urban heritage and space assets of the targeted city and either preserving or using them. Two cases in the UK in which urban regeneration of abandoned mine areas has been successfully achieved include Beamish Open-Air Museum, which was reborn as a space for people to experience how life was in the North East of England by preserving the space assets of the area, and the Eden Project, which was created as a climate-controlled botanical garden, using the geographical conditions of the abandoned mine area. For these types of urban regeneration projects, comprehensive marketing activity to improve the regional image is conducted through the participation of various stakeholders and through a spatial experience symbolising regional identity, which is referred to as space design marketing. In the process of urban regeneration, which consists of planning, formation and management, drawing up a programme in stages is directly connected to success. In the planning stage, it is necessary to draw up a programme that vitalises regional identity by reflecting the conditions and characteristics of the targeted region. During this stage, it is also important to create a space for this programme, promote the participation of the inhabitants in the managing of the space, and develop a programme for educating visitors. The key factors at this point are region, value and identity.