MVRDV project manager and long-time tutor at the Why Factory Jeroen Zuidgeest will deliver a workshop on Tools for Urban Re-Activation as part of the New Farms for EXPO weeklong event in Milan, supported by the Dutch Government, World Expo Milano 2015, Creative Industries Fund NL, and various other institutions. 

Ideally concluding the complex glance on urban metabolism and regeneration offered by the first two symposia, the third, side-event forming part of the New Farms for EXPO workshop week compliments the second event: whereas in the second, a group of mostly professionals present different self-initiated, grass-roots realised process of "pimping the city", the third event will shift his focus on the analysis of public Polices, urban and territorial regeneration, with special attention to the relationbetween Brand and Architecture strategies. Following a global trend, different cities, regions and governments ahve been developing different tools and strategies to lead urban renewal and urban promotion: these will be presented in their approach, philosophy and structure, furthermore focusing on branding and architecture thank to the contribution of professionals involved in these fields. For this event, New Farms for EXPO has invited some of the most interesting experts from Rotterdam and Milan, representatives of both cities and their municipalities, local architects involved in renovating the city and its future, and brand managers and specialists that more and more are influencing us with their visions of the future of our cities.