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Scenarios and Patterns for Regiobranding – Rural-urban Territories in the Metropolitan Region Hamburg

ISBN 978-3-86859-510-9 https://www.jovis.de/de/buecher/product/scenarios_and_patterns_for_regiobranding.html

Background: Project

Background: Project Regiobranding Regiobranding, an R&D project financed by the German Federal Ministry of Education and Research BMBF from 201419, is part of the FONA initiative aimed at enhancing research for sustainable development. Regiobranding works on concepts for the branding of urban-rural regions through cultural landscape characteristics. Addressing regional competitiveness through valorisation of cultural and natural capital, Regiobranding is working on three subspaces of the Hamburg Metropolitan Region in order to strengthen identification processes beyond municipal limits. Regiobranding deals with several currently debated issues of settlement and landscape development: the formation processes of metropolitan regions throughout Europe as a combination of urban and rural parts; the search for new concepts and articulation of Leitbilder and spatial visions; and the development of regional formation processes of social, economic, and cultural positioning. Organisation Regiobranding is organised as transdisciplinary “innovation-group” project, initiated and coordinated by the Chair of Landscape Planning and Nature Protection (Institute of Environmental Planning) of Leibniz Universität Hannover. Further scientific partners are the Chair for Regional Building and Urban Planning (Institute of Urban Design and Planning), the Chair for Spatial and Regional Development (Institute of Environmental Planning), and the Chair for Land and Real Estate Management (Institute of Geodesy) of Leibniz Universität Hannover, as well as the Institute of Archaeology of the University of Hamburg, the Institute of Economic Research Niedersachsen NIW, and the planning office Mensch und Region MuR. Practice partners are the State Office for Archaeology Schleswig-Holstein, the District Ludwigslust-Parchim (department for regional management), the City of Lübeck (department for environmental, nature, and consumer protection), and the association Landschaftspflegeverein Dummersdorfer Ufer e.V.. The Hamburg Metropolitan Region is supporting the project. Furthermore, additional regional and local institutions, experts, and organisations are involved in the work of the transdisciplinary R&D project; they are expected to capitalise on the innovation process of Regiobranding. Focus Regions The target areas (Focus Regions) of the project are characterised by forming new cooperative areas in the larger framework of the metropolitan region, in inter-district or inter-state constellations, especially in Lübeck-Nordwestmecklenburg (states of Schleswig-Holstein and of Mecklenburg- Vorpommern) and Griese GegendElbeWendland (states of Mecklenburg-Vorpommern and of Niedersachsen), which integrate in the target areas parts of two states, with all the implied legal, 26 INTRO

Work package 2.1 Work package 2.2 Registration and evaluation Analysis Development and articulation Governance structure, actors' constellations, civil society potentials Landscape, ecosystem services, cultural heritage Building and settlement development Socio-economic influences Land monitoring Targets SWOT analysis Adaption for Branding Criteria Ideas lab Storyline INNOVATION GROUP (TRANSDISCIPLINARY) Project Timeline Scheme of innovation group process in Regiobranding political, and planning differences. Additionally both these areas manifest spatial phenomena in settlement and landscape that are influenced by sitting on both sides of the German-German frontier during the German Democratic Republic (194590), then are influenced further by the transformation since 1990. All three target areas are connected to main river valleys and bodies of water in the metropolitan region: Elbe river (Griese GegendElbeWendland; Steinburger Elbmarschen), Trave river (LübeckNordwestmecklenburg), and the Baltic Sea (Lübeck-Nordwestmecklenburg). Working Process The overall working process is based on the collaboration between scientific and regional/local partners. This transdisciplinary approach aims at strengthening innovation capacities and at developing strategies and measures to be implemented in the target areas. Using “innovation groups”, the set-up of a common knowledge base and the further definition of project objectives are embedded in a joint development and learning process. Specifically, a communication and learning strategy is elaborated in a participative process in the target areas (Focus Regions). The working process of Regiobranding is organised in three phases: 1. Analysis and set-up of the knowledge base 2. Development of regional branding concepts 3. Implementation of pilot projects (measures) and evaluation. [JS] INTRO 27