Parfyonovo and “boutique developers”: Development and the affordances of urban periphery
Keywords:
маркетинг, affordances, vernacular regions, urban periphery, marketingAbstract
This study examines the strategies of development companies building residential complexes in previously developed urban areas located outside the city center. The empirical basis of the study consists of interviews with representatives of development companies and external and participant observation of the development process. The first part of the article, using the vernacular region of Parfyonovo in Tyumen as an example, examines the motives of companies embarking on development in this area and the connection between developers’ perceptions of the development market structure and their perceptions of the area. A “scale-based” approach, characteristic of most companies operating in Parfyonovo, is highlighted. In the second part of the article we examine the affordances of the territory that can be recognized and utilized by development companies. We identify three types of affordances: landscape-historical, communicative, and land-related. The third part is devoted to companies’ strategies in relation to the territory, which allow them to position their product as extraterritorial or locally relevant. The study shows that most developers operating in the Parfyonovo are not inclined to identify their projects with the area. However, one developer, larger in scale and operating within an urban ideology, is using a localization strategy for its project. As a result, elements of the local context are transformed into a unique selling proposition, distinguishing the project from other real estate market participants. The case of a development company operating in the region shows how marketing experiments for a residential complex being built in the city’s inner periphery become a tool for preparing the area for the implementation of the development product through the symbolic transformation of the territory.Downloads
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