Umeå Wants More!

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Conclusion.

COMMON GROUND Matthew Ashton

1. Rem Koolhaas. The Generic City In S,M,L,XL, Rem Koolhaas and Bruce Mau. (New York: Monacelli Press, 1995) 2. Umeå city Homepage Online at www.umea.se/mer/omvarumarketumea.4 .2d18108b11c658dd5468000645.html

UMA 2012

Umeå Wants More! “Umeå wants more!” Screams the large crisp black letters as you exit the terminal at Umeå’s airport. The dark letters float before a large white billboard, briefly filling the sky as you are caught in the space lock between the balmy interior of the terminal and the subarctic winter that awaits just outside. The slick advertising campaign is certainly loud and eye-catching, not the run of the mill city slogan that usually greets visitors; welcome to so and so, the city of such and such. The billboard is “Fresh” in the same way as an advertisement for a new Volvo, or a new fragrance from DKNY; the use of Helvetica, the international font of good taste, further smooths the experience for the visitor. There are no images of famous landmarks or ties to the local culture or region. The slogan reveals absolutely nothing at all about the city, in fact it seems to go deliberately out of its way to repress any possible connotations with an actual physical place. Malmö wants more, Hannover wants more, San Diego want more; “Insert your city here” wants more. Is this the new slogan of Rem Koolhaas’ “generic city?”1 Why go to all the effort to create a city branding campaign that is so broad and placeless?

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Through its slick silence, this billboard does in fact reveal a great deal about the city of Umeå, even more than the previous billboard welcoming visitors to the “city of birches’. It divulges an anxious city; a city doubting its even existence. Is this slogan really intended to sell brand Umeå to the outside world, or is it needed to sell the city to itself; To reinforce that it is in fact a real city, and not just a small provincial town located on the periphery of Europe; an isolated colonised peculiarity briefly breaking the continuous forest of pine stretching from Uppsala to the Arctic Sea. Umeå just wants to join the team, to put itself firmly on the map as just another boring, modern european city, but a city nonetheless. The explanation on the city’s homepage further reinforces this;


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