The difficult art of differentiation

The next PLACES + SPACES event in Warsaw will be on 17 April.

The rivalry between cities and buildings that aspire to becoming their modern icons is gaining momentum. Local governments and participants of the real estate market are increasingly joining forces to attract investment and find favour among residents. Can these two factors be reconciled? How to build the image of cities and buildings so that local communities can benefit too? The second part of the PLACES + SPACES event initiated by Urban Land Institute Poland, an international organisation promoting responsible use of land and urban development, will take place on 17 April in Warsaw. This time, it will feature experts with hands-on experience in place and real estate marketing.

Experts who will come to the second PLACES + SPACES meeting to share their experience include Philip Redding, CEO of Wordsearch, a leading international creative agency for the real estate and architecture sector. It is a company that worked on the branding of such places as One World Trade Centre in New York City or the iconic London projects The Shard and Battersea Power Station.

Lex Brans, Director Task Force Housing & Real Estate Marketing, Amsterdam Metropolitan Area, will talk about the journey made by the Dutch capital, which today is regarded as one of the most sustainable and innovative locations for business.

Joining in as moderator of PLACES + SPACES is Pia de Malherbe, an experienced marketing consultant, who has carried out projects for clients such as British Airways, Harrods Hotels and Pocket London. She will moderate a debate between Adam Pustelnik, Director of Investor Service and International Cooperation Bureau, City of Lodz; Monika Rajska-Wolińska, Managing Partner, Colliers International, Poland; and Karolina Kaim, CEO, Tacit Investment.

“A full house at the first PLACES + SPACES meeting speaks to enormous demand for such events in Poland. By organising the event, we want to create a platform for an exchange of knowledge between people whose decisions have an impact on what kind of cities we live in. I am convinced that the experts we invited to the second event will give participants a fresh outlook on place and real estate marketing. It is a fascinating field, where it is possible to use innovation and experience from other sectors of the economy,” says John Banka, Chairman of Urban Land Institute Poland.

The PLACES + SPACES series is held under the auspices of Mayor of Warsaw.

For more details about the registration fee and in order to register for the upcoming PLACES + SPACES meeting, please visit

Apart from the meeting on 17 April, future PLACES + SPACES events will be held on:
19 June, entitled “High streets, public spaces and placemaking”
18 September, entitled “Tomorrow’s urbanhoods”
23 October, entitled “Dreaming the new downtown”

Source: Urban Land Institute 

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