Processes and strategies for survey and documentation of shopping streets as basic knowledge for revitalising the historical streets of Parma

Abstract

The conservation of the fabric of the old town centre is not simply a problem of safeguarding the cultural heritage of the collective memory; it must, most of all, be an expression of the will to recover and restore the value of a living urban structure since, in the urban context, the old town centre plays a role in the social identification and recognition of the community. The old town centres of Italian cities have always been characterised by the coexistence of residential and shopping functions but, following the profound social changes of recent decades, shopping in the old town fabric no longer enjoys the privileged condition that it had for many centuries: not only have new purchasing spaces established themselves in suburban and extra-urban areas, diverting the flow of consumers from central areas that have lost a large share of the market, but there are also problems related to the emptying of the residential function. In recent years, the search for solutions to these problems has resulted in the popularity of the Natural Shopping Centre concept. Many Italian old town centres are experimenting with an integrated and coordinated system of commercial businesses in the foodservice, hospitality, craft and service sectors and dedicated market, rest and reception areas that were originally developed and organised spontaneously. The fundamental points on which the creation of an NSC is based are a strong organisation and a recognisable unitary image, both indispensable for offering an alternative to the new shopping areas located near built-up areas and in recently-constructed suburbs. The elements of the urban landscape also draw vitality from the private and collective functions of the center and at the same time the collective facilities located shape their relations with citizens by following various forms of exploitation of urban space.