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Urban Developments
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Urban Developments



Imaginvest has worked on a number of different types of urban developments with leisure.  These include mixed use schemes with uses such as visitor attractions, retail, food and beverage and office space all interacting at a single site, as well as urban amusement parks where pay-as-you-go rides, restaurant and retail are integrated into an urban environment.  We have also worked for cities wishing to apply leisure industry know-how to their urban planning process.

Integrating attractions and leisure within urban areas can bring many benefits, enhancing the image of a site and providing footfall for a variety of other uses.  Attractions can help create a chameleon scheme which changes its target markets and offer throughout the day and evening to remain consistently busy.  Leisure creates employment and demand for other services and can be effectively used to create planning gain, allowing the development of other uses such as residential real estate and office space.

Imaginvest has been approached by cities wanting a complementary approach to the traditional urban planning process, with tourism and leisure development driven by strategic goal orientated advice as opposed to architecture led schemes.

As an example, the city of Bern, Switzerland, has tested and successfully implemented several elements from this approach, considering the city centre as an "open mixed-use leisure destination".

The medieval city of Provins, another UNESCO World Heritage Site, also asked for Imaginvest’s advice to aid in its promotion of the city and the creation of leisure orientated activities to generate tourist visits and spending.


Vision of the city as a visitor attraction
  • Reconciling the needs of residents and tourists, who share the same activities and places.
  • Creating shared experiences among the whole family, across generations
  • Concentrating on flow of people more than buildings
  • Considering the visitors stay as a whole, interspersed by services and activity
  • Integrating many kinds of activities: attractions; transport systems; shows; environment; retail; food and beverage; and accommodation
  • Developing mixed-use master plans and avoiding independent zones
  • Providing visitors with the highest service quality, signage and comfort
  • Enhancing the city as a unique destination and highlighting its marketing value.
  • Taking its roots in the history of the city.


Living City

In October 2006, Emmanuel Mongon was invited to Germany to present his vision for cities to an audience of German Mayors and developers. The purpose of this event, organized by the Foundation "Lebendige Stadt" (Living city), was to show the value of applying the leisure approach to bring a new dynamism to cities.


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