This Master’s Degree research, developed at the Politecnico di Milano by Amr Ibrahim Mousa under the supervision of Prof. Nora Lombardini and Prof. Mauro Cecconello, investigates the role of branding as a strategic tool for the regeneration of abandoned architectural heritage. Architectural heritage is understood not only as a physical artifact, but as a carrier of cultural identity, collective memory, and urban continuity.

The study addresses the consequences of neglect, including cultural loss, structural deterioration, socio-economic decline, and the damage to cities’ reputations. In response, the thesis proposes an interdisciplinary framework that combines architectural conservation with place branding to enhance cultural awareness, support conservation efforts, activate socio-economic valorization, and ensure long-term sustainability. By reframing abandoned heritage as a branded cultural asset, the research demonstrates how identity-driven strategies can transform neglected sites into active and resilient components of the contemporary city.

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