Morphology and city brand. Of urban imaginaries and the sociospatial construction of Monterrey. The CETEC building of ITESM Campus Monterrey

The following document exposes socio-spatial constructions around the emblematic building called CETEC, of the Technological Institute of Higher Studies (ITESM) Campus Monterrey, as result of a qualitative-quantitative research. There is included theoretical background of urban studies based on city brand and urban imaginaries, which are due to the formal and aesthetical of the built space which was subsequently assimilated as a symbol that form its image produces an element provided with meaning in the local area and later globally. Also, there are included the used methodologies, which contemplate the photographic analysis, the survey as a way for the interpretation of the urban imaginary of Monterrey’s city across private spaces, which describe perceptions of the “other” with the mentioned element. To conclude, there is a reflection about the role of urban imaginaries anchored with a reference of a brand city as an element to understand the community and society behaviors, and how through the reasoning of the explored visions, it is possible to explain that the urban morphology of a specific space produces and reproduce, at many scales, discourses of innovation, technology and development from constructs concerning the spatial identity.