Clarissa MARTINS ALVES, Priscilla GONÇALVES LOPES and Luiz Salomão RIBAS GOMEZ 

Universidade Federal de Santa Catarina

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Abstract
This article reflects on the aesthetic experiences in the city from the perspective of city branding. The discussions about cities have been drawing attention to how people relate to them and their transformations, and, consequently, their new opportunities. Firstly, the article focuses on a theoretical revision about the related topics, such as urban trends, aesthetic experiences and city branding. Then, through a qualitative study of a subjective analysis of two urban trends described by the BMW Guggenheim Lab, it moves on to some examples of websites/apps which apply the concept of experience in the city. Finally, we suggest some insights related to city branding actions focused on experiences.

Keywords
City Branding; Brand Experience; Urban Trends; Aesthetic Experiences.