37º IAHS World Congress on Housing: - Universidad de Cantabria

XXXVII <strong>IAHS</strong><strong>World</strong> <strong>Congress</strong> on HousingOctober 26 – 29, 2010, Santander, SpainCODE: 513A SURVEY OF ISTANBUL: NEW HOUSİNG SETTLEMENTSAND MARKETİNG STRATEGİESEfsun Ekenyazıcı GüneyDepartment of Architecture and DesignUniversity of Bahçeşehir, İstanbule-mail: efsun.ekenyazici@bahcesehir.edu.trKey words: Istanbul, housing, gated community, media, marketing strategyAbstractSince 1980s, İstanbul is subject to a significant transformation process in several layers ofurban platform, related with global dynamics. It can be stated that the multiplicity occured inthe housing settlement types is one of these layers of urban platform. The housing whichappears to meet the demand of sheltering fundamentally, joined to the parameters which helpto create rentability, to determine social status, to define identity by relating a number ofdifferent contexts as economic, political and sociological with the effect of globalization andglobal city discourses. In this context, different housing settlements such as suburbanizations,gated communities, residences are started to be established in Istanbul as alternatives totraditional neighborhood configuration and also structures in the gentrification areas arestarted to be reconsidered with alternative life concepts. This study aims to examinemarketing strategies of some of these new housing settlements which are shown in media.37º <strong>IAHS</strong> <strong>World</strong> <strong>Congress</strong> On Housing Science 222