SUMMARY
The " brand flags" of cities are increasingly focused on the realization of major architectural gestures in the context of a facility or urban renewal. The creation of works of art aims to promote landmark works, whose capitalization forms part of a strategy to enhance the attractiveness of the region. Indeed, some areas lack natural gateways, so they build structures to promote them and turn them into brand flagships. In 2011, Toronto's CN Tower opened the " Haut-Da-Cieux ", a North American first, offering thrill-seekers a new outdoor activity at the top of one of the wonders of the world (356 metres above ground).
Keywords: attractiveness, entertainment, innovation, Olympic Games, marketing, experiential marketing, park, sport, sportainment, Barcelona, Europe.
Illustration: Adobe Stock - @redfoxca (c)
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