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new identities Lignano Sabbiadoro is a typical beach resort, grown between 1960 and 1980. In the competition for the design of the beach promenade we suggested to give Lignano a new ’Brand’. The basic principals of the proposed concept are ’Redefinition and Revitalization’. The beach itself becomes an important part of the urban fabric by proposing a new ’pedestrian street on the beach’, which functions like a Broadway. This Broadway becomes an integrated part of the circular movement route around the Lignano Island and links the lagoon side bicycle route with the beaches of Lignano. We propose to spread the intensity of activities and uses across Lignano. This sets up new ’desire lines’ across the island. The most important one will be the new ’Urban Beach’, which connects the promenade with the designated bulk parking area and the arena. The ’brand’ of Lignano as a holiday beach resort will be retained but enhanced in its characteristics through design and policy proposals and we also propose that Lignano makes a stronger marketing on ’out of season’ uses.
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