Rebranding Athens as the Creative City of European South. The Contribution of Documenta 14. A Critical Approach

The following article presents a very brief review of the impact of the art institution Documenta on the Athenian urban environment aims to give an answer to the question of how and why the art exhibition “Learning from Athens” gained such popularity in urban and economic developers, locally and globally, that has not yet led to enough critical discussion on the cultural, and political researchers. The article approaches two views on this impact. One linked to the Athenian urban ruins of the Greek economic recession through which emerged a new (exotic) touristic destination to the European periphery. And the other linked to the politics of the Creative City which function as the main strategy of the present Athens cultural-led gentrification including heritage and planning politics, real estate, touristic, entertainment, and creative industries. The article is setting up a number of important questions to cultural and political researchers about city rebrand processes and the generated change and innovation produced; the social inequalities in particular.