SUMMARY
In 2001, the Austrian capital strengthened its cultural offering on a territorial scale never seen before: the MuseumsQuartier Wien. 90,000 m² dedicated to Art and Culture, the concentration of 60 cultural organizations, strong architectural markers (Mumok...). However, after just a few months of existence, criticism is mounting (the cost of the project, visitors who don't feel very comfortable in the inner courtyards...). That's why a three-dimensional strategy was born to breathe new life into the district: "art space - creative space - living space".
Key words : talent attraction, attractiveness, brand flag, branding, culture, creative economy, entrepreneurship, cultural marketing, territory brand, promotion, district, influence, branding strategy, segmentation strategy, relevant territory, Vienna, Austria.
Illustration: © MuseumsQuartier Vienna logo
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