Anica Draganić - Department of Architecture and Urbanism, Faculty of Technical Sciences, University of Novi Sad, Novi Sad, Serbia

The paper presents a theoretical research of industrial heritage potential for strengthening the identity of the place. It is based on the following hypotheses: understanding the genius loci and discovering the new / old meaning of a place means respecting the place; losing the identity of the place raises the question of our personal identity, so the rediscovery of the place is a critical project; the identity of the place we belong to derives from the symbols in which we find meaning and significance. The result of the research is a methodological framework for preservation and presentation of specific values of industrial heritage and use of its potential in strengthening the identity of the place. It has been tested on example of Silk factory in Almaski kraj, once-most important industrial complex in Novi Sad. An analytical approach to the industrial past indicates tangible and intangible heritage, which provides a sense of recognition and belonging, and forms the identity of the place. Although citizens are no longer involved in the production of silk, the local community transfers the skills of old craft, preserves tradition, recognizes symbols. In this paper will be presented the project of old Silk factory project of old Silk factory regeneration and transformation in a new cultural factory, which show how the symbol of the past has become a symbol of the future, in the process of preparing Novi Sad for the European Capital of Culture in 2021regeneration and transformation in a new cultural factory, which show how the

genius loci, identity, preservation, industrial heritage