How to cope with the commercial decline of traditional market areas? Possible approaches and tools from the Città Bassa of Naples

In the history of European cities, traditional market areas always played a pivotal role, representing key places for social interaction and for the construction of urban communities. The importance of urban commerce in creating and maintaining social urban networks has been coupled by the relevance of public places particularly in city centres: market squares, commercial streets, market places, real and proper "hearts" of the urban and social structure. Nowadays, some European cities are plagued by a decrease in the number of traditional commercial activities within the city centre, also due to the development of suburban commercial areas that offer cheapest location and attract globalised competitors. This loss of activity may produce a situation of urban decline, mirrored by the impoverishment of public spaces that start to show signs of abandonment and emptiness. What approaches and tools can be implemented in these areas to cope with the challenges of the contemporary globalised market and urban trends? This paper suggests that, by activating the socio economic capital existing in the areas, it is still possible to undertake a successful regeneration process based on a participative approach and on public and private integrated tools. To demonstrate that, the researchers will discuss a purposely selected case study, the historical market place of Piazza Mercato and its neighbourhood in the Città Bassa in Naples. Evidence from the empirical studies show how the activation of the social capital can not only renew the traditional commercial identity of the area, but also potentially reduce the loss of activity and support the public spaces regeneration process. This paper aspires to offer useful insights to all those policy makers, city managers and planners who seek to revitalise traditional market areas in European city centres.