The Adaptive Reuse of Cultural and Historical Heritage as an Asset in City of Riga Branding. Case of Hanzas Perons

Abstract

AbstractHanzas Perons is a former warehouse in Riga, Latvia, which was initially planned to be demolished but has been rebuilt as a concert hall and become a significant cultural venue. The building is not a listed architectural monument, but it is located in the protected zone of Riga’s historical centre, a UNESCO World Heritage Site. Unfortunately, more than 1,000 historical buildings in the city are gradually collapsing. For this reason, it is important to emphasise adaptive reuse, and Hanzas Perons is one of the rare examples of this. The objective of this article is to explore how cultural and historical heritage can be used in the context of adaptive reuse, with the aim of creating a more prosperous urban environment and sense of place within the formation of city identity. This case study is divided into four themed parts: (1) cultural heritage and architecture; (2) adaptive reuse as part of the process of preservation of cultural goods; (3) architecture, communication and creation of experiences; and (4) opportunities for city branding. One of the main findings is the importance of the client, who makes the decision on whether the building will be redeployed, what level of quality of the architecture has and what the strategic vision is for its use. Another is the role of relevant positioning of the building, shaping an image of a unique environmental and cultural destination. The study is significant, as it demonstrates it is possible to appreciate the value of such buildings, and, by transforming them, to create new meanings and opportunities. Visitors have the opportunity to gain experiences, but the building itself can also be embraced in city brand communication, in order to emphasise Riga's rich cultural and architectural heritage and professional approach to adaptive reuse. Paper type: Literature review/case study.KeywordsCultural heritageCity identityCity brandingAdaptive reuseSense of belongingCommunication