Creative Spaces and Local Identity for Territorial Branding: The Case Study of the Samara Creative Industries

Abstract

The idea of creative spaces as a tool for a new economy, a way to develop territories, and the facilitator of urban identity has also reached the Samara region, Russia. The city of Samara actively declared itself at the federal level not only as a centre for the space and aviation industry, as a resort city with one of the longest embankments along the Volga River but also as the cultural and creative centre of the region. Creative spaces in Russia have been actively developing over the past few years. Creative spaces are now perceived as an opportunity to preserve the historical centre and architectural monuments, a chance to develop the cultural code of the city, based on the relationship of historical and cultural heritage with modern creative ideas, innovations and the creative layer of the city. Moreover, creative industries build local identity by determining cultural capital and innovativeness of territories. They unit citizens and define urban communities, create festive places, and attract attention of government and business to urban local problems. One of the Samara case features is the location of creative clusters in the historical centre (rather than in industrial zones in remote areas of the city), often near or in the cultural heritage sites themselves. The case of Samara creative spaces shows what relationships, forces and rules can exist at the intersection of historical heritage and creative clusters and how citizens can fit into this relationship and influence the territorial branding, local urban identity and city code.