Value Approach to the Improvement of Public Spaces

Urban public spaces are important elements in creating a unique image of urban areas, they contribute to a clear understanding of the organization and functioning of urban areas. They also reflect the level of development and culture, an indicator of the quality of social life. For a long time, the territory branding practice was dominated by the approach where the interests of city residents were not taken into account in the urban design and improvement process. This target audience was viewed only as consumers of the finished public space and had no chance to influence its creation. In European countries, and then in Russia, this approach was replaced by participatory design built on the involvement of city residents in the urban environment development. The development and establishment of a new urban paradigm has shown that the territory’s residents are one of the key target audiences in the territory branding, which should also be involved in the creation, design and improvement of the urban space. This will maximize the positive effects of improvement, as well as achieve the satisfaction of all stakeholders. Considering the fact that the federal improvement project is still at the pilot testing stage, it is necessary to examine in more detail the situation in Saratov, study its causes, and prepare recommendations for fine-tuning Strelka KB’s urban development concepts for Saratov’s sites, as well as formulate recommendations that will minimize the risk of similar problems in other cities participating in the program.