¿el cinturón ecológico? análisis de una marca urbana que nunca existió

Abstract

How can an uncompleted territorial project brand itself in a metropolitan memory? In Buenos Aires (Argentina), the Cinturón ecológico (Green Belt) can be seen as a paradigmatic case to answer this question: even if the initial green ring around the city was partially implemented, its image seems to have had such a strong impact in the society that it still is a landmark in the metropolitan management discussions. This article explains how the urban marketing strategies displayed during the last dictatorship (1976-1983) participated to claim the Cinturón ecológico as an urban brand. It discusses how the 70s urban crisis was directed in order to justify that infrastructure as a new urban project. Then, it shows how it was promoted as an e'cient undertaking at the regional scale. Finally it questions how the image has gone through a reversal, confronted with current environmental conflicts. © EURE.