"I love the idea of greenspace,
of how life can be, how you can
make it be. The greenspace
part of our website which
called for submissions from our
lomographers got an excellent
response; we're happy to be
part of it," says Amira Bibawy,
one of the directors of the
international Lomography
Project
Artists helping artists
THE WORLD OF HEINEKEN
is that we truly deliver value to the consumers instead of just shouting that
we are Heineken. It's another example of how we communicate in an
innovative way."
As Povlo guides me through the newly renovated but still rustic
warehouses, massive spaces filled with artistic installations, stages and
more, the project's ambitions are made manifest everywhere we look and
Povlo is obviously pleased. "It's been a lot of work," he says with an
exhausted but heartfelt smile, "but I'm happy with the results." He should
be: media attention by both international and national press has been
extensive, hundreds of journalists came to the site to see what greenspace
was all about. MTV, such publications as the Financial Times, Icon and
others are all planning stories that will explain greenspace. And of course
the visitors—hip young adults descended by the thousands every night. By
any measure, greenspace's first week was a brilliant success, greenspace
will reopen again in approximately one year, in the meantime it will
continue to renovate and rejuvenate the area, used by the City of Valencia
and Heineken Espaha with events planned throughout.
That is the architectural aspect, but greenspace is also about artistic
development, a fostering programme that invites world-class mentors to
help local talent realise their dreams, to give them assistance in material
and intellectual support, greenspace put out a brief to the creative
Walter Drenth. Global Marketing
