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Como Marvila virou cool? Um olhar para a conversão criativa-cultural da antiga zona industrial de Marvila
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Nas últimas décadas, as transformações advindas da reestruturação da economia e da queda do modelo de produção fordista permitiram que as atividades culturais e criativas assumissem um papel de importância progressiva na geração de riqueza, empregos e bem estar. O surgimento desta nova ordem econômica e o advento de ideais neoliberais levaram as cidades a competirem cada vez mais por novos investidores, novas empresas, novos residentes e turistas. Neste contexto, termos como cidade criativa, classe criativa, branding e marketing territorial foram introduzidos nas agendas políticas urbanas de todo o globo, e sua instrumentalização passou a ser vista pelos policy-makers como promessa para o desenvolvimento econômico urbano-territorial. Esta investigação teve como enfoque teórico a análise destes conceitos e de outros, tais como planejamento estratégico neoliberal e gentrificação. Buscamos uma abordagem pluridisciplinar, que passasse por trabalhos dos campos da sociologia, geografia, planejamento urbano e economia, tendo em vista as complexidades que permeiam as dinâmicas urbanas e territoriais. Como principais bases metodológicas da pesquisa qualitativa estiveram a análise documental, a observação, a produção de mapas e entrevistas a atores criativos e ao poder público. A partir de um estudo de caso ancorado em três dimensões de análise - política; vivências e produção do espaço; e físico-territorial - procuramos investigar por meio de um olhar crítico como se deu o processo de reconversão criativo-cultural do antigo complexo industrial de Marvila, localizado na frente ribeirinha oriental de Lisboa, e quais os motores da regeneração urbana deste território que permaneceu expectante por décadas. Por um lado, foram explorados as estratégias e incentivos camarários para a revalorização desta zona, e por outro, as lógicas e motivações que estão por detrás das escolhas dos atores criativos para se instalarem em Marvila e os contributos dos atores públicos e privados para a construção de uma “marca” de distrito criativo. A investigação debruçou-se ainda sobre o estudo e análise de dinâmicas mais recentes, que revelaram esforços em transformar este território numa zona residencial de luxo.
In recent decades, the transformations arising from the restructuring of the economy and the fall of the Fordist production model allowed cultural and creative activities to assume a progressively important role in generating wealth, jobs and well-being. The emergence of this new economic order and the advent of neoliberal ideals led cities to compete more and more for new investors, new companies, new residents and tourists. In this context, concepts such as creative city, creative class, branding and territorial marketing were introduced in urban policy agendas across the globe, and their instrumentalization came to be seen by policy-makers as a promise for urban-territorial economic development. This investigation had as theoretical focus the analysis of these concepts and others, such as neoliberal strategic planning and gentrification. We sought a multidisciplinary approach, which included works in the fields of sociology, geography, urban planning and economics, in view of the complexities that permeate urban and territorial dynamics. The main methodological bases of qualitative research were document analysis, observation, the production of maps and interviews with creative actors and public authorities. Based on a case study anchored in three dimensions of analysis - policy; experiences and production of space; and physical-territorial - we sought to investigate, through a critical eye, the process of creative-cultural reconversion of the former industrial complex of Marvila, located on the eastern riverfront of Lisbon, and its protagonists. We explored the strategies and incentives of the city council for the revaluation of this area, the logics and motivations of creative actors for settling in Marvila and the contributions of public and private actors to the construction of a “brand” of a creative district. The investigation also focused on the study and analysis of more recent dynamics, which revealed efforts to transform this territory into a luxury residential area.
In recent decades, the transformations arising from the restructuring of the economy and the fall of the Fordist production model allowed cultural and creative activities to assume a progressively important role in generating wealth, jobs and well-being. The emergence of this new economic order and the advent of neoliberal ideals led cities to compete more and more for new investors, new companies, new residents and tourists. In this context, concepts such as creative city, creative class, branding and territorial marketing were introduced in urban policy agendas across the globe, and their instrumentalization came to be seen by policy-makers as a promise for urban-territorial economic development. This investigation had as theoretical focus the analysis of these concepts and others, such as neoliberal strategic planning and gentrification. We sought a multidisciplinary approach, which included works in the fields of sociology, geography, urban planning and economics, in view of the complexities that permeate urban and territorial dynamics. The main methodological bases of qualitative research were document analysis, observation, the production of maps and interviews with creative actors and public authorities. Based on a case study anchored in three dimensions of analysis - policy; experiences and production of space; and physical-territorial - we sought to investigate, through a critical eye, the process of creative-cultural reconversion of the former industrial complex of Marvila, located on the eastern riverfront of Lisbon, and its protagonists. We explored the strategies and incentives of the city council for the revaluation of this area, the logics and motivations of creative actors for settling in Marvila and the contributions of public and private actors to the construction of a “brand” of a creative district. The investigation also focused on the study and analysis of more recent dynamics, which revealed efforts to transform this territory into a luxury residential area.
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Marvila Reconversão urbana Lisboa Neoliberalismo Marketing territorial Classe Criativa Regeneração Urbana Antigo Complexo Industrial Gentrificação Lisbon Neoliberalism Territorial Marketing Creative Class Urban Regeneration Former Industrial Complex Gentrification