City branding manual outlines vision for new business district

UNStudio has designed the new Karle Town Centre (KTC) in Bangalore, a city which has earned the moniker the Silicon Valley of India due to the large number of information technology companies resident in the area. The KTC development aims to create a strong local identity while inspiring the whole of India to lead by example when creating urban destinations. 

The plan tackles urban stagnation, a global problem that has resulted in a continuous decline in central business districts over the last 20 years. In order to attract talent, families and investment back to the site, UNStudio created an Urban Branding Manual in collaboration with KTC. While KTC is driven by business and commerce, the manual aims to create an inspiring environment for working, living and entertainment in every part of the development. As each phase is completed, it will create an attractive destination and avoid the stagnation that can result from the long periods of time necessary to complete the vision outlined in a masterplan.

The manual is built around three central ideas: the garden, health and culture. UNStudio collaborated with BALJON Landscape Architects to create a plan responding to the area’s lush greenery and Bangalore’s reputation as a garden city. To promote a healthy environment, UNSense, the tech company founded by UNStudio, is collaborating with Karle Infra to tailor environmental controls in order to help users’ wellbeing. A grand central theatre, event square plazas, elevated retail stages and amphitheatre style staircases provide opportunities for cultural experiences. Throughout the whole development, pedestrian movement is encouraged by connecting multiple destinations in a green and shaded environment, while underground roads reduce congestion.

UNStudio co-founder Ben van Berkel stated: “Traditional masterplans focus on general layout and urban planning. Our Urban Branding Manual on the other hand, concentrates on experience and how to translate this experience into reality. With a network of specialists - sometimes more than a few hundred people - you need a clear vision and strategy to stay on course over the long duration of the project. The Urban Branding Manual helps the client to realise this ambitious undertaking.” 

Lucy Nordberg
TenderStream Head of Research

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