In the article the authors consider the foundations of the methodology related to the creation of the “urban brand,” as well as methodological approaches to solving the set of environmental problems, which play a significant role in forming an authentic image of the city and increasing attention to the urban environment on the example of a specific conglomerate, including for attracting tourist flows. The novelty of the author’s approach is evident in the integrated consideration of the issue with the inclusion of multifunctional programs and interaction of various disciplinary fields, including issues related to graphic art, urban environment improvement, history, literature, philosophy and architecture. The development of the brand of the modern city is seen by the authors in the implementation of various historical and cultural urban scenarios taking into account socio-economic indicators and the involvement of design technologies capable to create a “new face of the city» including landmark historical spaces and objects that increase the complex status of the place in the city scenario.

The problems of renovation of urban public spaces of modern megacities are considered with the introduction of new functions and more active inclusion of transport infrastructure in the design process in order to att ract the visitors. Positive examples of such an integrated approach in foreign projects are given. Questions of technically and aesthetically competent landscaping of large cities are being raised. The data of the accounting of the volumes of landscaping of the city of Samara are given, they are compared with the generally accepted standards of gardening. The shortcomings of the domestic practice of point-like landscaping of megacities and methods for solving environmental and other problems with the help of landscape design are exemplifi ed by the example of Samara. Рассматриваются проблемы реновации городских общественных пространств современных мегаполисов с помощью внедрения новых функций, более активного включения транспортной инфраструктуры в процесс проектирования с целью привлечения масс посетителей. Приводятся положительные примеры такого комплексного подхода в зарубежных проектах. Поднимаются вопросы технически и эстетически грамотного озеленения крупных городов. Приводятся данные учета объемов озеленения города Самары, сопоставляются с общепринятыми нормативами озеленения. Показаны недостатки отечественной практики точечного озеленения мегаполисов и методы решения экологических и других проблем с помощью ландшафтного проектирования на примере Самары.

The article is devoted to the development of the concept of reorganization of the coastal territory in the city of Samara. The main prerequisites for the formation of recreational spaces in the urban environment are considered, using the example of some renovation processes in Russia and abroad. The analysis of the selected area is carried out, justifying the relevance of the reorganization of the coastal area, aimed at creating a city brand and developing a connection between residents and the urban environment. The formation of a creative environment will increase the level of interest of citizens in their city and social activity in general, and will unite the city community.