Network dynamics and brand image in spontaneous creative quarters. The case of the district of Olivettes in Nantes

Dynamiques de réseau et image de marque dans les quartiers créatifs spontanés. Le cas du quartier des Olivettes à Nantes

Basile Michel ()
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Basile Michel: ESO - Espaces et Sociétés - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UM - Le Mans Université - UA - Université d'Angers - AGROCAMPUS OUEST - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique - IGARUN - Institut de Géographie et d'Aménagement Régional de l'Université de Nantes - UN - Université de Nantes

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Abstract: Since the beginning of the 2000s, the planning of creative quarters by the public authorities as part of place marketing strategies has grown. Simultaneously, creative areas resulting from a spontaneous agglomeration of creative workers (artists, designers, architects...) emerge. The purpose of this article is to highlight the realities in terms of network and image of these quarters located outside the official "creative" perimeters. To achieve this, the case of a spontaneous creative quarter in Nantes (Les Olivettes) will be analyzed on the basis of qualitative investigations and put into perspective with the official creative quarter of the city (Quartier de la Création). Organized in the form of a selective club anchored in the quarter, the creative workers of Les Olivettes develop collaborative networks fostered by the proximity of values that binds them. They also bring out a brand image by highlighting their belonging to the "real" creative quarter of the city and seeking to reinforce the spatial agglomeration of cultural and creative industries.

Keywords: club; Nantes; creative workers; brand image; creative quarters; networks; quartiers créatifs; image de marque; réseaux; travailleurs créatifs (search for similar items in EconPapers)
Date: 2019
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02013845
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Published in Revue du marketing territorial, 2019, 2, http://publis-shs.univ-rouen.fr/rmt/index.php?id=309

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