City, branding and rotterdam office buildings

ABSTRACTToday, Rotterdam is the fast growing city of Netherlands according to economical, cultural and urban context. Economical function of the city and the branding policies has changed the built environment dramatically. According to this, office buildings have become the most important componenets of Rotterdam skyline.In that direction, the study made up of six chapters:In the introduction section, the aim and the method of the study is determined by making connections between Rotterdam office buildings and branding phenomenon. Also, the city is established generally by giving information about its history, demography and present situation.In the second part, the urban mutations of Rotterdam, that were constituted by the developments in the harbour and the affects of the II.World War, are explicated. The urban development of Rotterdam is shown by the help of maps and photos.In the third section, `branded city? phenomenon is emphasized and the branding process of Rotterdam is examined by comparing with different cities. Also, by interrogating the affects of the built environment on branding architecture-city relationship is analysed.In the fourth section, the facts which are effective for the formation of office buildings and the high rise policy of Rotterdam are explained. Also, by giving examples from the other metropolis and Holland cities, development of Rotterdam as a `trade city? is examined.In the fifth section, the office buildings which have an important position in the city skyline are analyzed by associating branding fact. Especially the Kop van Zuid Project, which is important for the branding of city in the last few years, is explained.According to studies, in the conclusion part, some offers that strengthen city image is given by examining the position of Rotterdam in the branding process.Keywords: Rotterdam, branded city, office buildings, identity, image, harbor city, urban transformation