Atlas of Cities,Paul Knox (editor)Princeton University Press
“Creative” cities contain a rich mix of creative industries that share ideas and resources and generate a distinctive local vibe. Milan is the selected core city. The commingling of the creative class—a term coined by Richard Florida, who wrote the book’s foreword—brings together the social worlds of work and lifestyle. Creative cities like Milan, with its Italian design aesthetic in industrial design, furniture, and fashion, become global tastemakers. Along with the hubs of its larger city-region, Milan has transformed itself into an ecology of design, architecture, manufacturing, and craftsmanship. As the book notes, “. . . urban governance . . . has become increasingly concerned with providing a ‘good business climate’ that might attract investment. The increasing entrepreneurism of urban governance has made rebuilding, repackaging, and rebranding the urban landscape a common priority among large cities.” Like many places, Milan enlisted “starchitects” such as Daniel Libeskind and Zaha Hadid to build its symbolic capital, created design districts to house its creative enterprises, and marketed itself through a conscious city-branding campaign.