The presentation for the 3rd International Place Branding Conference in Manchester. Currently, my best presentation (due to the good team and inspiring project)

1. Moving from tactics to strategy: Irina Shafranskaya
city intervention and its insights Higher School of Economics

2. ABOUT...
• the APPROACH used to investigate a
place development trajectory
• the experience of URBAN TACTICS
implementation
• the APPLICATION of the results of
the particular intervention on a more
strategic scale
• the possible spatial development
SCHEME, useful for local activists,
practitioners and municipality working
together

3. APPROACH: roots
The city is no longer a field of
programmed and regulated
operations...
de Certeau, 1984
Despite the fact that interventions,
focused and usually directed, are
constantly changing the nature of
urban spaces, this type of spatial
actions has rarely been associated
with city managerial practices.
Robinson, 2006

4. Spectrum of Urban Tactics
Lydon et al., 2009
Tacticians Bike Open
Pop-up shops
- city agencies parking Streets
- mayor office
Guerilla Site re-
- developers Pop-up cafes
gardening vitalization
- entrepreneurs
- non-profits
- community
Chair- Pavement to
groups Parking Day
bombing Plazas
- local activists
- artists
Unsanctioned Hybrid
Sanctioned tactics
tactics tactics

5. Introducing the “Seashell”
Intervention base:
abandoned building attached to the residential house block

6. Site re-vitalization: Soviet nostalgie concept and the creative
warming of 70s

7. Intervention insights
MEMORIES
EXPECTATIONS

8. Encoding the ‘Seashell’

9. Abandoned Moscow and
its hidden social
potential

10. SCHEME
Key steps of moving from urban tactics to place strategy

11. Thank you very much for your attention,
questions and comments are welcome!
Irina Shafranskaya
Higher School of Economics, Russia