Valorizzazione dell'identità storica delle aree artigianali e commerciali urbane. Il caso studio della "Città Bassa" di Napoli

The paper deals with the case of historical artisanal and market urban areas that are losing their local identity and role in the socio-economic and cultural urban life, especially as result of relocation of economic and productive activities in suburban contexts. The research aims at investigating possible approaches and tools to cope with the commercial decline of these areas, mirrored by physical decay and socio-economic impoverishment. In this field, the paper highlights that enhancing local identity - in terms of architectural and cultural heritage, urban spaces, traditional artisanal activities and products - is strategic to face abandonment and to active regeneration processes in historical centers. To demonstrate that, the research deals a purposely selected case study, the so-called Città Bassa in Naples (Italy), that includes the historical Piazza Mercato (Market Square) and Borgo Orefici (Goldsmith Quarter). The area is characterized by an artisanal and commercial vocation since the Angevin period (XIII century) but it has undergone a gradual process of abandonment in recent years, especially since the 80-90s, plagued by the relocation of many activities. The decrease of traditional handicraft production and related small retail activities has resulted in abandoned and underutilized built heritage, degraded public spaces and reduced socio-economic life. In last years, many public and private initiatives sought to rehabilitate the area, focussing on its traditional productive and commercial vocation, especially bottom-up initiatives arisen from the socio-economic local stakeholders. At present, in order to revitalise this natural market area, the recovery of the built heritage and the valorisation of local identity represent strategic actions, as demonstrated by the case of the so-called La Bulla, a building reused as training centre for young goldsmiths, place for the start-up of goldsmith enterprises and exhibition space.