The Towns Pier: Using Place Branding to Revitalize St. John’s Harbour Front Through Design

Abstract

The identity of downtown St. John’s, Newfoundland and Labrador has been lost. Businesses are migrating to other parts of the city; fewer residents frequent the downtown and a security fence blocks the harbour from the community. Using place branding theory as a solution for urban revitalization, the city’s image will be reinvigorated to redefine the sense of place. Using community, culture, and heritage, this thesis will strengthen the identity of the downtown core. Change from a city perspective, the Pedestrian Mall in St. John’s demonstrated growth through a community push. From a cultural perspective, the tradition of mummering shows how residents can reframe a positive image of any negative perception. By involving the community, people can dictate their city’s authentic image. The Towns Pier, furthers change by envisioning a new harbour front with housing, commerce, and amenities to celebrate tradition and heritage while providing the community space to dwell.