La differenziazione delle identità dei luoghi e dei consumi nella città verticale. Spunti dai casi di CityLife e Garibaldi a Milano

The research aims to analyze the relationships between two important urban redevelopment areas in Milan, Garibaldi and CityLife, with the aim to understand the identity role that the relative squares have for users and how these can generate a form of topophilia to users: can a neoliberal square characterized by large commercial cathedrals generate a genius loci in the user? This comparative study shows how, despite an apparent similarity on an architectural, landscape and discursive level of empirical contexts, there are substantial differences both in terms of the representations in the users' narratives, and in terms of the main activities implemented.