«genius Loci» as a resource for the development of historical areas of the city

Abstract

The article discusses the transformation of the concept of «genius loci», in the context of the reorganization of urban areas in the historical center of the city, reveals its tangible and intangible aspects. The concept of the brand of the territory is considered as an element of preservation and development of the identity of the urban environment. Territory, selected for the study, was the Admiralty settlement of Kazan, has a rich history and demands of reorganization. The conducted complex of studies revealed the problems and resources of the territory. The results of the study are a set of recommendations, taking into account the preservation of «genius loci» and the formation of the urban environment identity, tested on the territory of the Admiralty settlement. Recommendations include the functional saturation of the territory and the development of social service facilities, reconstruction and formation of a new living environment, the preservation of cultural heritage and the industrial areas reorganization with the formation in their place of modern cultural and creative quarters, forming a common landscape and recreational frame, and cultural brand of a territory.