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Who's Afraid of Niketown?Nike-Urbanism, Branding and the City of Tomorrow

A book about Nike's urban marketing strategies and how they alter the city.

Who's afraid of Niketown? illustrates the way Nike is transforming urban space into a new brand city. In his persuasive analyses, Friedrich von Borries is able to demonstrate this process with astonishing concreteness. He proceeds not just analytically, but also undertakes speculative excursions into the future. Precisely this approach endows his detailed investigations of contemporary marketing strategies with their forcefulness.

By looking at Nike's strategies of urban interventions, this publication investigates the role that branding and marketing strategies will have on the city of the future as well as the responsibilities architects will have in the future. Nike, who has always embodied the avant-garde of marketing, has developed new marketing strategies during the last years, which focus on the temporary transformation of urban space into brand-specific sites of experience and seek to exploit local sub-cultures.

Niketown is not only the name of 19 flagship stores located in different cities around the world but it is also a synonym for a new kind of urbanism. This 'Nike-urbanism' encompasses the temporary occupation of urban space and signals Nike's protest against the functionalized city of modernity and, in addition, it constitutes an alternative plan for today's cities. According to the brand-strategic objective Niketown is a new kind of city: free, daring and eventful.
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Wer hat angst vor Niketown?

Nike-urbanismus, Branding und die Markenstadt von Morgen

Ein Buch über Nike's urbane Marketingstrategien und wie sie die Stadt verändern.

Wer hat Angst vor Niketown? zeigt auf, wie urbaner Raum durch Nike in eine neue Markenstadt verwandelt wird. In seinen überzeugenden Analysen weiß Friedrich von Borries dies überraschend konkret vor Augen zu führen. Er verfährt nicht nur analytisch, sondern unternimmt auch spekulative Exkursionen in die Zukunft - gerade dadurch gewinnen seine detaillierten Annalysen der gegenwärtigen Marketingstrategien an Kraft.

Dr. Friedrich von Borries, geboren 1974, studierte Architektur and der Universität der Künste Berlin, der ISA St. Luc Bruxelles und an der Universität Karlsruhe (TH), wo er 2004 promovierte. 2001-2003 Lehrtätigkeit an der Technischen Universität Berlin, seit 2002 Lehrtätigkeit und wissenschaftliche Mitarbeit and der Stiftung Bauhaus Dessau. Gemeinsam mit Matthias Böttger leitet er raumtaktik - Agentur für räumliche Aufklarüng und Intervention in Berlin.

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niketown
english edition
ISBN 9789059730144

 

niketown_de
german edition
ISBN 9789059730151
text
Friedrich von Borries
graphic design
substratdesign, Berlin
 
paperback | 104 pp | 15 x 18.5 cm
price
€ 20.00