IL RILANCIO DEL CENTRO STORICO DI POMPEI ATTRAVERSO IL CENTRO COMMERCIALE NATURALE

The opportunity to gather the design experiments on retail topic applied to the Old town centre of Pompei is the best window to spread the scientific research on the subject of the Natural Shopping Center in medium and small-sized cities developed during Design of Commercial Spaces courses. The possibility to offer a social-economic development linked to the creative and urban economy of historical centre through the strengthening of the distribution of commodity products incorporated into the system of city services, tourism and artistic crafts, represents a future occasion of cooperation between university and territory overcoming the limitations expressed in the first experiments of management and urban redevelopment of Town Center Management (Anglo-Saxons model) and of Bid’s (American model). The innovative and original feature lies in having identified a new figure belonging to “creative class”, the designer, able to give in addition to material services, common to previous experiences, intangible services that makes shopping an experience that will promote economic and social development of Old town centers against current rules of organized retail that promotes and develops shopping centers planned in urban periphery areas. Open to the urban marketing like technical tool for implementing a program of social-economic development of Old town centre of Pompei means to overcome the logic of action underlying the culture of emergency to promote the opportunity to revive and redeem through the “art thinking concept ”, that is the basis of contemporary city idea meaning as a factory of knowledge.