Branding Lagos through regeneration of historical physical features

Recent decades have witnessed a growing willingness for cities to design and integrate local culture as part of their development. As such, history and cultural heritage are now being embedded in regeneration and rebranding of cities. This paper explores the regeneration of Lagos through its historical physical features. It identifies the National Arts Theatre and the surrounding disused land as one of the important historical and cultural physical features existing in Lagos, and explores the 4D place branding model theory specifically designed for regeneration and rebranding of the National Arts Theatre and the surrounding site.