General remarks --- The theme “Advertising and the historic city”, relevant to the cities in Serbia, Novi Sad and Belgrade, raised the questions on the conflicting issues of visual communication and urban images, which might be a brand in itself. The transitional shift from urban planning to urban design, very much realted to a shift from redistributive to market economy, created a new paradigm of market and urban images, as a visual manifestation & identity of the city BRAND. The activities of historic city conservation through reuse, learned in correspondence to a lesson of city of Florence, with all its gains and difficulties, might serve as a practice guide to many cities of our home countries. The recent controversial results for example, of the international architectural competition for “Gazprom” building in St Petersburg, (Feb. 07) raised the relevant discussions to this hipothesis. The new ICONIC building, as proposed within this city heritage context, the icon by itself, marked by a new language of advertising and aggressive marketing, it was argued, would interfere with already valuable brand, the mainly horizontal image of the “Venice of the North”. This rised a relevant general question, how would cities in general resist the contemporary and future pressures of specific globalizing tendencies, such as in the case of pressures of mass tourism, along in the line of the major transformation of the educational system & Bologna university process. The Workshop project agenda, thus relies on interdisciplinary students teams, formed from students of architecture, design marketing and management, enabeling a more creative input into the crossdisciplinary dialogue, resulting in a more qualitative, diversified project solutions . Svetlana Asiku Identity of a city Large cities have a privilege to be demonstratively demolished. For small cities and countries and their destroyed houses and blown roofs rarely who is interested. As if, they inhabit different people with different rights and identity. Destroyed skyscraper-tower become a top story, inspiration for a movie. Here lies that privilege, a privilege in presentation, and towers are at the first place on the – most significant - list. Their name and themselves represent and identify one state or nation. It is clear than, there is no coincident in the name of a new tower, which will replace destroyed Twins, and the name is Freedom tower. Brilliant! Right association.«Letters and words are able to create worlds offantasy and reality. » In fact, tower is that new and very important P.R. of a city or a declaration of a city in a modern senseof putting declaration on each article with the nameof a producer, manufacturer, country and year… This is a reason why, each tower in a world of towershas to have its own unique name – unique (original) state of origin. Assume there can only beone Freedom Tower or one Endless Tower for La Défense. Just like Manuel Navarro says, explaining the Sudokugame (invented by an American architect) «numbers mustonly occur once, is a minimal and simple way to relatedifferent identities, where every fragment is in theirdistributed location but not related to each other...» Belgrade has its own towers - Beogradjanka, Genex-aka Brutalism Tower, Albania. It is almost a luck for a former building of Central Committee tomeet the same destiny as Twins did, have had aprivilege to be demolish, rebuilt andrenamed-reidentified. ,,Ušće,, can beBelgrade ’s new declaration if it reflex the idea of a place of constant cross linking, mixture, assimilation, arrival and departure, return and newenergy, than that could be the right identity ; something like Endless Freedom. Nevena Jovanovic Identity of a city IDENTITY is distinction of some place from all other places. Distinctive places have their own character and atmosphere. Remarkable buildings provide a unique sense of cultural and community identity. Local identity can be assisted by: - a diversity produced by many design ”signitures” - drawing on local traditions of built forms, materials and chraftmanship - developing a materials taht response to the local. CONTEXT is cruical for identity. Context is places natural as well as human history; the form of the settlement, buildings and spaces; its ecology and archeology; its location, and the rotes that pass through it. Context also includes people who live there. Drowing inspiration from the neighbourhood’s indigenous character streingthens local identity. Contex-less design leads to “anywhere places”. INTEGRATION whit surroundings is very important and don’t mean blindly imitation of existing urban structures. It means acheiving chareful integration whit the landscape or surrounding built environment, using the right materials, forms and landscape elements for the locality. GENIUS LOCI is the prevalent feeling of place. It is a interrelationship between all elements that create that place. That are places which have a strong identity and rich history, especially human history. So the sight isn’t the only sense that shapes the identity of a place. Users are also influenced by sounds, smells and touch under hand and foot. VISTAS and FOCAL POINTS. A clear network of routes or paths allows an easily useable series of connections between places, creating a favourable image in the memory. Views and vistas aligned whit key buildings are particulary useful to the visitors. The most memorable routes are often those whit landmarks. And finally places which last throgh the time make identity of cities. But cities must be open for changes which cames whit development of high-tec tehnologies. This cahanges will shurely make some new identity but it must correspond whit identity which is arise in the past. Gordana Radonic Novi Sad a city atraction for young Architects and all those who want to become one, see the world around them differently. A challenge for the young people, Novi Sad seen through the eyes of a young person equally interested in all that makes Novi Sad a social, cultural and student center, but also an architecture student. Novi Sad offers various interesting manifestations throughout the year exciting and lively as it is peaceful and relaxing. in Panonian depression, bathed in the Danube, its beauty adorns Fruska gora mountain, once an island in the Panonian sea and Petrovaradin fortress with an art center with numerous studios of renowned artists, Art Academy, cafes, organized paths and underground passages, the biggest music festival in the Eastern Europe, EXIT attracts up to 50.000 people a day.. the most beautiful river beach in Europe, Strand, arranged with numerous restaurants, at the main city square the stage for the International festival for alternative and new theatre INFANT a festival productions, workshops, seminars, and performances in city core for pedestrians, shopping walks and relaxing in a long row of cafes. on the largest square of Liberty, a Catholic church, (the tower’s hight is 72 m) and extraordinary beauty. - Jewish sinagogue. with music concerts, the orthodox church in architectural and aesthetical sense did not surpassed. A sport and business center Vojvodina, Spens an attractive building of metal, glass, concrete and marble. for congresses, conferences, symposiums, and other business gatherings, as well as for sport shows, concerts .. University campus on the Danube and Fruška gora national park with unique microclimate and fossils... Traditional marathon and biking marathon attract recreational people with mountain walks, climbing in famous superb wineyarsds. A sacred mountain for orthodox believers with 17 monasteries Flying a baloon above Novi Sad one can experience good times, also taste vojvodinan specialties, see historical heritage and cultural manifestations, all that in peaceful, hospitable city whereeverything is closely connected, intertwined with nature, water and forest, faculties, culture, fun and sports that complement in a city, close and inseparable. Milena Veletić IDENTITY + CIRILLIC Example of new approach towards identity of one region -Publikum calendar. CIRILLIC + ARCHITECTURE Using tipography as a modern way of advertising. Institutions of culture give a picture of one city ,but in Novi Sad that picture is slowly fadeing. Buildings are standing as a monuments of culture instead as it`s participants. Can we give a life to these buildings? ARCHITECTURE AS IDENTITY=ADVERTISING IN HISTORIC CITY Dunja Mitrović Creating visual identety of town by universal lettering Novi Sad being a historical town and at the same time a tourist centre it should have its visual identity by lettering as well. Multiethnicity and multi-culture make Novi Sad special and the lack of a unique typeface that would embrace all this diversity. This requires creating a new typeface that would include both Cyrillic and Latin characters. This would make Novi Sad more recognizable both by the lettering and by uniting all the cultures; A new lettering should be created to represent us as a multi-cultural community. The Zaharius typeface by Professor S. Nedeljkovic includes paralleled forms Cyrillic and Latin characters; The crisis of traffic and visual communications. There is a disorderliness of the traffic and visual communication in Novi Sad Dickov Nenad Paint the town LED The essential purpose of the project is to modernize the city by implementing new display and illumination technologies for advertising purposes, which would enhance the educational as well as recreational tourism in the town. Furthermore, special attention has been paid not to harm the environment and ambience of the old town by placing the new displays which’s appearance would be dependant entirely on the content they display which in turn will be dependant on the area of the town within which the display is placed. Andrea Katic BY STEPS OF MILEVA AND ALBERT EINSTEIN The picturesque review of Novi Sad at the turn of centuries (19th/20th century), including the charismatic life story of its famous citizen - Mrs. Mileva Maric-Einstein is going to be a big brand of the city. Albert Einstein, of Jewish origin, became Novi Sad son in low when he married Mileva Maric, of Serbian origin, one of the greatest women’s minds of the time. The Einsteins visited Novi Sad on several occasions during 1905, 1907 and 1913. During their stay they lived at Mileva’s parents home In front of the house there was a ditch in which neighboring children played with Einstein sons Albert and Eduard. Albert would talk to the people and make numerous jokes. He liked those simple, but friendly fellows. there was Nikolayevska Orthodox Church (St. Nicholas Church), small, but surrounded with nice park and nicely decorated. With old Serbian Secondary School (Grammar School) established in 1810. Passing the biggest orthodox church, The Orthodox Cathedral of St. George and by the lovely house of archbishop, they would enter the main shopping street, leading to the city center, marked by very high Catholic Church and City Hall placed opposite one another at the large square. Very fast, Albert sensed simplicity of the Novi Sad citizens and felt comfortable and happy. the fortress through long tunnelted in building a new bridge, in the place of the pontoon one, called “the Bridge of Prince Tomislav”, which was opened in 1928. Mileva and Albert showed their admiration to Novi Sad and its citizens when they decided to baptize their sons in the Novi Sad Nikolayevska Church on September 21, 1913. Thanks to many good and generous people many artifacts which belong to this famous couple have been gathered. Today they are in the Novi Sad City Museum, but there is an idea to establish a particular Museum of Mileva and Albert Einstein. Mileva and Albert Einstein have worked together very closely during their mutual life. “Serbian heroine of Science” impressed the World’s public opinion when an interesting film about her life and work with Albert was shown. The film indicated that Mileva was a permanent part of Albert’s scientific work in his early days. In another documentary film about Mileva and Albert, shown on the famous “Exit” musical festival last year, many photographs and places they visited in and around Novi Sad has been shown. Mileva and Albert have left Novi Sad and lived and worked in Switzerland.. Afterwards, Mileva got ill and died in 1948.. Although Mileva knew the family that accepted her little daughter, her faith is still unknown. Saša Raletic Cultural Life of Novi Sad The city of Novi Sad, my native town is located on the crossing of many roads between Eastern and Western Europe, precisely between Vienna, Budapest, Belgrade, Athens and Istanbul. The area of the town and the whole district named Vojvodina is within the territory of old-time Pannonian Sea and immense plains but now Novi Sad is 411 km far from Vienna, 270 km from Budapest and 78 km from Belgrade. For centuries the people of Vojvodina have been creating their own history, rich in events and tragic in memories, but emphasizing its multicultural and multinational spirit. Novi Sad like settlement and town got its position in 1748. The town changed names but its sense remained it was called “Neoplanta”. situated on the bank of the river Danube, bordering with navigable ways, many railway’s knots and motorways. One of the biggest airports in this part of Europe, “Nikola Tesla” is relatively near the town. About ten nations and numerous families from all over the world live in this town making the foundation of social, political and cultural life. as well as architecture of the town are connected with cities Vienna and Budapest in Novi Sad live inhabitants with multinational and multicultural heritage. famous for bathing-places or special mineral waters but Novi Sad is famous for its cultural-scientific events. Inhabitants of Novi Sad were from the beginning of the XIX century interested in the theatre, so Serbian National Theatre was formed in 1861. Influenced by multicultural art, it performs drama, opera and ballet with the Vojvodina’s Philharmonic. “Steria’s Theatre Festival“ is a theatre institution and festival of competition in national drama. A festival of songs and dances is organized for young inhabitants and their friends called “Zmaj Children’s Games”. developed into the largest and most important festival of children’s creative work and international centre of children’s literature. The River Danube passes through Novi Sad and sometimes the wind Kosava blows, composing different kinds of music. So, music ceremony called Exit suddenly appeared and made local young people think of more concerts and better ways to entertain themselves. During the autumn, we have festival of pipers from all over the world called “Streets’ Pipers”. Lovers of jazz music have opportunity to visit international festival of jazz which is becoming more and more popular.



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