Copacabana: A City Branding Made of Longevity and Landscape
Angela Philippini

Abstract
The issue of longevity becomes more significant every year as there is an exponential growth of the population over 60 years old worldwide, which is accompanied by a change in the demographic profile, as the fertility and mortality rates have decreased. The context of this study is the neighborhood of Copacabana in Rio de Janeiro, the second largest concentration of elderly people in urban areas in Brazil. This neighborhood has been, the past five years, through an intensive city branding, based on the aspects of its landscape, considered a Cultural Heritage of Humanity, and on the longevity of its inhabitants. This territory is the target of intense intersectoral governance that made it the main tourist destination for senior citizens. The article is developed through an analysis of 'friendly urban contexts ‘for seniors, referenced by the Global Age Friendly Cities Guide by the WHO and complemented by narratives of residents, whose ages range from 61-100 years and living in this place for 12- 67 years.

Full Text: PDF