IMPACT OF CREATIVE INDUSTRIES ON THE VISUAL IMAGE OF A CITY

The aim of the article is to highlight the specificity of visual transformations that occur in the modern urban space under the influence of the development of creative industries. The research methodology involves an interdisciplinary approach and engaging a range of cultural, sociological, and philosophical works. The works of modern foreign researchers Z.Bauman, Ch. Landry, D.Hezmondhalsh are attracted.The sphere of urban planning and the problem of creative industries are being studied. Thanks to creative industries is appears new jobs, the solution of social problems (especially in poor areas), as well as the transformation of urban space. The modern city is a reflection of the transformational processes taking place in the world. There is a change in the form of regulation of the city development policy, from the state to the municipal. There are conditions for activating creative industries that can be defined as an individual creative background, skill or talent that can create added value and jobs through the production and exploitation of intellectual property. The development of creative industries has economic feasibility, but this process is accompanied by a change in the image of the city. Urban space is the text of culture, which often combines non-interconnected components. The visual image of the modern city is repulsive and attractive, it is difficult to bring it to a single concept, but it continues to be the center of human life. Scientific novelty lies in the study of the relationship of the development of creative industries in the urban space and their impact on the visual image of the city. Practical significance is connected with the emphasis on the need to invent an individual development strategy for each city as a “creative city”, where the sphere of cultural production is leading. Promising is the direction of creative industries in a single direction and minimizing the factors influencing the negative perception of the vision of the city.