top of page
  • csbprojectitaly

City Business Mood - The contribution by prof. Moreira Pinto to the CSB project

Updated: Aug 31, 2020

Here below the abstract of the presentation which prof. Luis Moreira Pinto gave during the Learning Mobility in Rome (24-30 March 2019) for the CSB project.


Throughout this article we will demonstrate how the use, in the city, of new technologies, marketing and architectural shapes or colors can influence people's moods. When some people think about a city, they imagine a place full of beautiful buildings, very clean streets, trees and gardens with charming people walking on the walk sides. For others they imagine the city as a place to make business or just to go shopping. But nowadays the city is still a place for culture and each day many more people travel to other cities just to understand the memory of the place, just to feel the local culture.

Because of that, new ways of doing business are appearing. We can find along the streets shops and commercial spaces destined to sell traditional products that maintain the memory and the cultural identity of the place, in general those shops are especially directed to the tourists; however, the locals are increasingly looking for traditional heritage products too. The city is not only made of business and tourism. The city is made of environments that result in atmospheres that are more welcoming and others more aggressive. These atmospheres will directly influence the way we do business and the way we see and feel the city.

The population becomes more and more demanding both in terms of the architectural layout characteristics and in terms of the decorative details of facades and streets.

The shapes and colors will directly influence the mood of the people who are walking on the city streets.

The city becomes more and more technological. The Internet is increasingly used within the city to solve problems related to traffic and to urban mobility. Nowadays the internet connects all the constructed elements of the city organizing the citizens life.

Technologically evolved city awakens the curiosity of all its users that is increasingly demanding in relation to the use of technology. The city becomes smart and self-sufficient. Today we are witnesses of incredible transformations of the urban environment. This space,

thanks to new technologies is becoming more digitized, which has a significant impact on the operation, infrastructure and tourist offer. The observed new trend - smart cities, also called the city 2.0, is the implementation of modern technological solutions such as Intelligent Transport Systems (ITS), which manage public transport, Green Investment Scheme (GIS), which is a system responsible for economical lighting on the streets of the city. The city is organized on three fundamental pillars one linked to marketing, linked to culture and another linked to the use of new technologies.

Written by

Prof. Luis Moreira Pinto, Coordinator and Professor of Technical Drawing - Faculty of Architecture - UBI University (Portugal). Participant in the Training Week in Rome (24-30 March 2019) for the Cultural Studies in Business project in the field of Erasmus Plus.

41 views0 comments
bottom of page