City Branding tra Memoria ed Innovazione: Strategie di Valorizzazione dell’eredità Industriale Automobilistica / City Branding Between Memory and Innovation: Strategies for Enhancing the Value of Industrial Automotive Heritage

Turin, like other 20th Century’s motor towns, is faced with the need to redefine its identity in a post-industrial context marked by architectural, urban, economic, social transformations. The introduction of a structured city branding process is essential to recognize and promote the tangible and intangible industrial heritage of to the automotive industry, the collective memories to be historicized, enhanced to strengthen the city's image. The research outlines strategies for rebuilding identity and industrial tourism, designing a hybrid urban museum, physical and virtual, through sustainability, accessibility, adaptive reuse, green transition, involving communities in noninstitutional cultural venues. The comparison with successful models in Emilia and forgotten heritage in Paris, outlines boundaries and potential of innovative trajectories. The model focuses on building a network of stakeholders, an integrated enhancement program and the definition of a communication platform, articulated at different cognitive-disciplinary levels and modes of use. Using hitech infrastructures, such as the 5G, immersive experiences are created, a storytelling through gaming and urban virtual reality applications.