Creative ideation and adaptive reuse: a solution to sustainable urban heritage conservation

Abstract

The rapid phenomenon of urbanization in the last century has resulted in abandonment of historic urban centers and still today attracting people to suburbs and newly developed districts. This urban expansion poses a serious threat to historic properties when people opt to move away leaving behind their heritage. The adaptive reuse of heritage is considered to be a dominant strategy for handling this issue bypassing demolition of heritage properties. However, the adaptive reuse cannot only consider the preservation of the heritage as the structural retrofit or functional revitalization but rather it needs to enunciate the image and the creative ideation that reflect upon the future of heritage. Consequently, this paper aims to examine the role of branding as an innovative source of ideation in the implication of adaptive reuse on heritage. In this regards, the case study of Zalando outlet store in Berlin is selected, which is an old building situated in the commercial district of the city in a wide range of styles and heritage buildings from the middle ages. This research uses semi-structured interviews to examine the significance of Brand making in a successful adaptive reuse process. The findings indicate that the importance of the outlet building lies not only in its physical fabric or commercial aspects, but the spirit of the place that lies in the magical essence of big labels as emblems. This underlying essence of place stimulated the adaptation of building in a way that it surpasses the physical and functional aspect of a building and makes it merge in new times and new sustainable development.