Transforming genius loci into brands

Flaneurs Background

Meet Flaneurs

Towns and cities are complex and multi-layered ecosystems, each with their own distinctive cultural DNA, their own way of living and their own urban textures, routines and social interactions.

We specialise in innovative and creative methods for mapping the distinctive character of places, which include strategic assessment of local resources and visioning exercises for placemaking and place branding.

We work with visual artists, film makers, musicians, urban designers and architects to develop communication campaigns, visual identity, online presence, dedicated events, celebrations and tourism strategies.

We network with consultants and agents on an ad hoc basis for accessing EU funds, and work with clients from national and regional authorities to help their towns and cities to become more attractive to investors as well as more liveable for their citizens.

We also work with real estate owners to develop creative and holistic solutions to the challenges of urban transformations. Flaneurs is an international joint collaboration project between Noema Ltd and Little Greta Ltd. 


Assessing local resources, defining geographic visions, building brands. Developing strategies, creating visual identities, delivering implementation plans.


Identifying and addressing underlying issues. Engaging communities, building stakeholder synergy. Strategic planning requires complete understanding of complex planning systems.

Elements include urban planning, design and regeneration. Plus environmental and sustainability schemes, with local and international economic development.
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Placemaking is all about the environment — comprising the people and the surroundings. Exploring a neighbourhood’s needs and aspirations, then harnessing and releasing its

potential. Every place has a unique culture. Its own social norms, economics, dynamics, and distinctiveness. Understanding these deep structures is a critical first step (we call this cultural DNA mapping) in the process. This needs to be complemented by collaboration and partnership between local government and community leaders.
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Long-term success and sustainability of a destination relies on a strategic plan. Stakeholders identify a vision for the planning, development, marketing and management of a region (place).

The vision should match the needs of the destination. Unlocking the key to this vision requires uncovering the potential of a place. In a way that influences and encourages travellers’ and tourists’ decisions.
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This involves measuring a place’s existing brand identity. Evaluating its strengths and weaknesses. And developing, differentiating and communicating its individual

characteristics. To compete with other destinations, it's essential to define a city, community, country: the place. And then showcase what makes it special. The place brand should reflect all the experiences, people, culture and the energy within. Because these define the feelings of visitors, inhabitants, investors and other enterprises.
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Complete design and marketing communication service, with specialties in digital media (web design and build; web apps and microsites; mobile apps; UX, GUI; social media),

graphic design (corporate design; brand design; print; POS, POP; packaging; illustration) and multimedia (video; animation; motion graphics; photography; 3D visualisation). We work with the DNA of place to develop future strategies and complex communication, designing solutions for towns and cities.
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Our Team

Lia Ghilardi

Lia Ghilardi

DNA mapping and cultural strategic planning specialist

 Lia is a creative polymath, based in London. She is the founder and director of Noema, a UK-based organisation working internationally to deliver place mapping and strategic cultural planning projects. Internationally recognised as a leader in the field of cultural urban development, she has worked for more than twenty years with civic leaders, urban designers, architects and arts organisations to provide creative and integrated solutions to the challenges of place making in contemporary cities.

Jan Blazek

Jan Blazek

Managing Partner at Little Greta, Partner at Flaneurs

Jan is Managing Partner at Little Greta, a little but great team of creatives, providing a complete design and communication service. With a Master’s degree in Marketing Communications gained in the Czech Republic, and a Master of Science degree in Industrial Practice (International Real Estate) gained in Northern Ireland, he combines conceptual expertise in communication and design with bricks-and-mortar insight into property development and management.

Gabriela Zmeskalova

Gabriela Zmeskalova

Project manager at Flaneurs, account manager at Little Greta

Gabriela works as account manager at Little Greta and project manager at Flaneurs. Gabriela has a Bachelor’s degree in marketing and communications and has spent time working in the US. A passion for travelling and culture gives her global and innovative insight into people, places and new ideas.

Zdenka Kujova

Zdenka Kujova

Consultant in cultural and creative industries

A freelancer focused on supporting culture, grants and culture politics, she works on projects from various art branches. She has a particular  interest in supporting young artists, funding art, culture and cinematography. Zdenka worked as a project manager in creative centre Baumwollspinnerei Leipzig, coordinated the feasibility study for the Creative Centre Brno project and currently works as a freelance project manager and consultant in cultural and creative industries.

Petr Navrat

Petr Navrat

Consultant in urban regeneration and development

Petr is a Czech urban planner and economist with an extensive experience in international development. He focuses on projects concerned with urban regeneration, local economic development and urban governance. Partner of ONplan, an independent urban laboratory that provides holistic solutions to the current challenges faced by cities and regions around the world. 


Little Greta
United Adnet

Our Projects


Perth, Scotland

This involved working with stakeholders to visualise and develop Perth's new identity and image. Incorporating a strong framework of creative initiatives, the brand for Perth promotes sustainable urbanism, wellbeing, and happiness.


Kronoberg, Sweden

Noema’s six-month cultural mapping exercise, to generate fresh ideas for attracting tourists and visitors to a storm-hit town, led to The Storm Centre, a visitors’ attraction and research centre.


Turku, Finland

The project involved working with visual artists, film makers, musicians, urban designers and architects to develop interactive maps, for use in visioning exercises, community consultations, and as a base for regeneration plans.


Sligo, Ireland

One-year cultural mapping project for a city in the west of Ireland. Noema’s work involved advising key stakeholders on planning, tourism, culture and economic development.


Helsingborg, Sweden

Noema has been working with international experts in branding, architecture, and urban design to deliver arts-based projects, alongside a vision of inclusivity, creativity and innovation, for the city.


Lincoln, England

This involved rethinking the identity of the city of Lincoln’s historic quarter, along with identifying key distinctive cultural themes to be used in successful urban, economic and social development strategies.

Keep in Touch

  • I was struck with the singular posture he maintained. Upon each side of the Pequod's quarter deck, and pretty close to the mizzen shrouds.

    Posted 2 Hours Ago
  • Ere long, from his first visit in the air, he withdrew into his cabin. But after that morning.

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  • Upon each side of the Pequod's quarter deck, and pretty close to the mizzen shrouds.

    Posted Yesterday
  • But after that morning, he was every day visible to the crew. There was an infinity of firmest fortitude.

    Posted February 2nd
Flaneurs London
  • 29 Arlingford Road
  • London SW2 2SR
  • +44 (0)20 8355 6630
  • +44 (0)7966 189 581
Flaneurs Prague
  • Vysehradska 1349/2
  • Prague 128 00
  • +420 776 717 609