Bologna City Branding

The purpose of the article was to analyze standardized city branding process that since 2014 has restructured public space Bologna and redefined emotional territory its citizens through active remodeling or urban policies. As is known, Bologna’s global brand based on generative logo City Food (Bonazzi, Frixa 2019), which re-generated spaces consumption by translating them according terms contemporary documedial capital (Ferraris 2020; Semi 2015). However, writing this coincided with latest stages Quarantine imposed Covid-19 imminent start so-called Phase 2. unprecedented event pandemic temporarily suspended functioning current placing atmosphere euphoric in quarantine. In other words, a Landscape critically overlapped revealed fragility crisis – which, however, already made evident voracity had consumed ethical potential (Arvidsson 2007). On threshold quarantine, waiting understand fate branding, whole therefore been analyzed light Jean Baudrillard’s analytical categories relating “fourth, fractal (or viral, radiant) stage value” (Baudrillard 2001a) within temporal torsion typical unexpected interference any crisis.