About The Course
Grab the Early Bird Discount until 24th of December with the code: EARLYBIRD40 Our Place Brand & Futures-Led Placemaking Masterclass is led by Caio Esteves, one of the world’s leading practitioners in Placemaking and Place Branding. Caio is co-founder of Lugares Futuros, a place brand-led placemaking consultancy based in São Paulo, Brazil. He has worked across Place Branding and Placemaking for more than 20 years, primarily in Brazil but also with places and organisations around the world. The Masterclass presents the case for an integrated approach to Place Branding, Placemaking and Place Strategic Foresight, exploring how these three traditionally distinct fields of urban thinking can—and should—be brought together to create memorable, regenerative and future-oriented places. By the end of the Masterclass, you will be able to: 1. Distinguish between “space” and “place” Understand the fundamental difference between the two, and how Place Branding generates collective meaning, identity and belonging. 2. Master the logic of Place Brand & Futures-Led Placemaking (PBF-LP) Explore its seven building blocks and understand the relationship between hardware, software and peopleware. 3. Apply the URBANSCANNER framework Learn how to diagnose contemporary and emerging urban drivers and identify the forces shaping places today and tomorrow. 4. Understand the plurality of futures and the principles of Strategic Foresight Develop the ability to explore multiple potential futures and consider what they might mean for a particular place. 5. Design tactical and strategic interventions for future resilience Develop interventions anchored in Place Branding and stress-tested against multiple future scenarios, with the aim of creating greater urban vitality and antifragility. 6. Define meaningful measures of success and co-creation processes Establish success metrics and community co-creation processes that support continuous learning, adaptation and regeneration.