The rivalry between cities and buildings that aspire to becoming their modern icons is gaining momentum. Local governments and participants of the real estate market are increasingly joining forces to attract investment and find favour among residents. Can these two factors be reconciled? How can we build the image of cities and buildings so that local communities can benefit too?

The second installment of ULI Poland’s PLACES + SPACES event series, which will take place on 17 April in Warsaw, aims to address these issues. Entitled “Branding the Building, Building the Brand”, the event will feature experts with hands-on experience in place and real estate marketing.

Among the experts joining the event is Philip Redding, CEO of Wordsearch, a leading international creative agency for the real estate and architecture sector. Wordsearch has worked on the branding of such places as One World Trade Centre in New York City and the iconic London projects The Shard and Battersea Power Station.

Lex Brans, Director Task Force Housing & Real Estate Marketing, Amsterdam Metropolitan Area, will talk about the journey made by the Dutch capital, which today is regarded as one of the most sustainable and innovative locations for business.

The event moderator will be Pia de Malherbe, an experienced marketing consultant, who has carried out projects for clients such as British Airways, Harrods Hotels, and Pocket London. She will moderate a debate between Adam Pustelnik, Director of Investor Service and International Cooperation Bureau, City of Lodz; Monika Rajska-Wolińska, Managing Partner, Colliers International, Poland; and Karolina Kaim, CEO, Tacit Investment.

“A full house at the first PLACES + SPACES meeting speaks to enormous demand for such events in Poland,” said John Banka, Chairman of ULI Poland. “By organising the event, we want to create a platform for an exchange of knowledge between people whose decisions have an impact on what kind of cities we live in. I am convinced that the experts we invited to the second event will give participants a fresh outlook on place and real estate marketing. It is a fascinating field, where it is possible to use innovation and experience from other sectors of the economy.”

The PLACES + SPACES series is held under the auspices of Mayor of Warsaw.

For more details about the registration fee and in order to register for the upcoming PLACES + SPACES meeting, please click here.

Apart from the meeting on 17 April, future PLACES + SPACES events will be held on:

• 19 June, entitled “High streets, public spaces and placemaking”
• 18 September, entitled “Tomorrow’s urbanhoods”
• 23 October, entitled “Dreaming the new downtown”