Abstract:

The trend in current housing production in Istanbul, targeting the middle and high-income groups, is observed to be directed towards outside closed brand housing projects. These projects, on the one hand, change the location choices and architectural characteristics and the urban morphology and the character of the city, on the other hand, influence the forms of presentation and the lifestyle they promise and the socio-cultural structure, in other words, people's housing demands and expectations from the housing. The capitalism-globalization-city relationship, which is the triggering elements of this change, the consumption-oriented lifestyle and large-scale projects that arise as a result of it, the role of the real estate market in the process, the class division created through the purchasing power, and as an indicator of it, the 'home' subject forms the framework of this research. The aim of the study is to evaluate the change in the housing culture offered in Istanbul, especially with the houses produced after 2000 and to comparably analyze this change through the advertising slogans of brand projects produced in the form of closed housing sites. As a result of the analyses and interviews carried out in this context, the reasons for the preference of these projects by the city inhabitants, the new city texture and city identity that arise with the place choices of the projects and the characteristics of the city identity identified through the slogans emphasized in the marketing and sale of these houses.

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