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IMAGE - Increasing Metropolitan Allure by Going European
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Description

All over North West Europe, post-war high rise residential areas are in decline, prey to a host of social problems such as poor physical environment, crime, social exclusion and lack of economic activity. The 5.5 M euro IMAGE project seeks develop and extend the concept of city marketing with which centres like Bilbao and Glasgow have succeeded in transforming their images as failing industrial areas. The objective of the eight IMAGE partners is to extend this concept and transform th [...]
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 IMAGE - Increasing Metropolitan Allure by Going European

Lead Partner:
City of Delft
Barbarasteeg 2, Postbus 340,2600 AH, Delft
NL
Tel +31-15-2602487
Fax +31-15-2141724

Contact:
Wessel Tiessens
Project Manager
wtiessens@delft.nl

Measure: 1.1

Start date: 2003/07/01
End date: 2007/12/31

ERDF Grant: € 2 484 280
Total eligible cost: € 5.2 M€


Partners involved:

NL - City of Delft

BE - City of Antwerp

UK - Community at Heart

IRE - Ballymun Regeneration Limited

CH - City of Zurich

NL - Woonbron Housing Corporation

BE - CV Huisvesting

DE - Research Institute for Regional and Urban Development, Building and Construction of the Federal State of North Rhine-Westphalia (ILS NRW)

BE - Quartiers en Crise


Project type: Investment


Summary
All over NW Europe, post-war high rise residential areas are in decline, prey to a host of social problems such as poor physical environment, crime, social exclusion and lack of economic activity. The 5.5 M euro IMAGE project seeks develop and extend the concept of city marketing with which centres like Bilbao and Glasgow have succeeded in transforming their images as failing industrial areas. The objective of the eight IMAGE partners is to extend this concept and transform the image of their post-war high rise residential areas to make them more attractive both to outsiders and residents. But because the eight partners also realise that changing an image without altering the product does not work, the project will also facilitate projects designed to shift perceptions of the areas, such as creating new public open spaces, ecological housing developments and intelligent underground waste systems. The value of trans-national co-operation is that it will enable cities to share their different experience both in marketing and urban planning.

Objectives
The urgency of finding new and cost-effective ways to involve residents, improve the physical environment and generate economic impulses in deprived areas, is both high and widespread in order to help reverse the downward spiral in post-war high-rise residential areas. In this respect, the IMAGE project seeks to achieve the following specific objectives:

  • 1. To identify how neighbourhood branding can be used to transform the image of an area and help reverse the downward spiral by generating environmental, social and economic benefits;
  • 2. To identify best practice on using Masterplanning as a tool for urban regeneration using neighbourhood branding and test this knowledge in a case study area;
  • 3. To undertake a number of tangible pilot investments in the partner city areas to kick-start the image transformation process and trigger further investment;
  • 4. To develop a set of guidelines for others about to embark on innovative regeneration processes;
  • 5. To disseminate widely the results of the project.

Activities

Expected Outcomes

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