Street Art și publicitate în spațiul urban contemporan - o dimensiune hibridă
Street art and advertising in contemporary urban space - a hybrid dimension

Summary/Abstract: This paper examines the emergence of advertising realized through street art as a hybrid practice situated at the intersection of visual culture, cultural branding, and the socio-spatial dynamics of contemporary cities. Drawing on Henri Lefebvre’s theory of space as a socially produced construct and Juhani Pallasmaa’s phenomenological approach to the sensory and emotional experience of urban space, the study explores how street art integrated into branding strategies reconfigures public space both symbolically and experientially. The research employs a qualitative, interpretive and exploratory methodology, combining visual semiotic analysis, hermeneutic interpretation, and comparative case studies of three international campaigns (Nike, Netflix, and Gucci / Artolution). Findings indicate that street art integrated into commercial strategies functions as a mechanism for the symbolic production of urban space, generating affective memories, reshaping local identities and mediating tensions between artistic authenticity and commercial co-optation. The original contribution lies in conceptualizing street art as a cultural and spatial interface operating simultaneously across artistic, social, and economic registers, offering new insights for urban studies, visual culture research, cultural branding, and spatial theory.

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