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Vad händer med pizzerian och falafeln i marknadsföringen av Ekostaden Augustenborg? En fallstudie om styrningen och innehållet i bottenvåningarna på Augustenborgstorget

Svensson, Elin LU (2023) SGEL36 20231
Department of Human Geography
Abstract
Active Frontages are a dominant ideal in urban planning, although the value and its contributions to the milieu is a relatively understudied subject. Consequently, the aim of this qualitative case study is to investigate which of the ground floor stores that are used at Augustenborgstorget, Malmö and whom control over the governance process and why governance processes lead to the different establishments in the premises. The research questions have been answered by collecting data through interviews, observations and field visits. Previously, Malmö has often been quoted as building and planning its city to attract the so-called “creative class”. This study examines if the ground floor frontages in Augustenborgstorget, which lies in... (More)
Active Frontages are a dominant ideal in urban planning, although the value and its contributions to the milieu is a relatively understudied subject. Consequently, the aim of this qualitative case study is to investigate which of the ground floor stores that are used at Augustenborgstorget, Malmö and whom control over the governance process and why governance processes lead to the different establishments in the premises. The research questions have been answered by collecting data through interviews, observations and field visits. Previously, Malmö has often been quoted as building and planning its city to attract the so-called “creative class”. This study examines if the ground floor frontages in Augustenborgstorget, which lies in Ekostaden Augustenborg, works as a tool to attract creative people. The study finds that the stores that are being used are businesses that the property owner, MKB, is not trying to attract to the area. Bästa falafel and King pizzeria are two of the most frequently visited establishments at Augustenborgstorget, but despite this they are not included on the sign at the entry of the area. This phenomena is then analyzed through and in the light of processes involving city marketing, which is one of the most common strategies in a neoliberalized city. The results from this case study indicates that the city tries to attract the creative class through the ground floor stores at Augustenborgstorget, but that it does not succeed in this endeavor. (Less)
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author
Svensson, Elin LU
supervisor
organization
course
SGEL36 20231
year
type
M2 - Bachelor Degree
subject
keywords
Augustenborgstorget, active ground floor frontages, creative city, city marketing, Neoliberalized Malmö
language
Swedish
id
9121459
date added to LUP
2023-06-13 13:15:36
date last changed
2023-06-13 13:15:36
@misc{9121459,
  abstract     = {{Active Frontages are a dominant ideal in urban planning, although the value and its contributions to the milieu is a relatively understudied subject. Consequently, the aim of this qualitative case study is to investigate which of the ground floor stores that are used at Augustenborgstorget, Malmö and whom control over the governance process and why governance processes lead to the different establishments in the premises. The research questions have been answered by collecting data through interviews, observations and field visits. Previously, Malmö has often been quoted as building and planning its city to attract the so-called “creative class”. This study examines if the ground floor frontages in Augustenborgstorget, which lies in Ekostaden Augustenborg, works as a tool to attract creative people. The study finds that the stores that are being used are businesses that the property owner, MKB, is not trying to attract to the area. Bästa falafel and King pizzeria are two of the most frequently visited establishments at Augustenborgstorget, but despite this they are not included on the sign at the entry of the area. This phenomena is then analyzed through and in the light of processes involving city marketing, which is one of the most common strategies in a neoliberalized city. The results from this case study indicates that the city tries to attract the creative class through the ground floor stores at Augustenborgstorget, but that it does not succeed in this endeavor.}},
  author       = {{Svensson, Elin}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Vad händer med pizzerian och falafeln i marknadsföringen av Ekostaden Augustenborg? En fallstudie om styrningen och innehållet i bottenvåningarna på Augustenborgstorget}},
  year         = {{2023}},
}