Abstract
This article presents art as a tool in the construction of place narrative. Discussing that place narrative is beyond city marketing or city branding in the sense that it strives to take into account the relationship between visitors and locals, place narrative can explore the variety of rhizomatic dimensions of art. In this sense, and using the project of Hieronymus Bosch 500 as a case study, art is a motive and a means to build place narrative and bring together local communities and visitors. Art can act as a driving force for urban change within the symbolic framework of intertwined narratives that contribute to meaningful personal and collective experiences of place.
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