Relationship building
the space, and the city of Valencia will
fuel it with content, as will we."
Jeff Povlo, Brand Experience
Manager of Heineken
NOVEMBER 2005
community of Spain, a call for music, film and design projects that would
be guided by Rem Koolhaas in design, Mathew Herbert in music and
Santiago Tabernero in film: all internationally recognised experts in their
fields. From hundreds of submissions, the jury whittled the selection down
to ten in each category and then worked with these intensely throughout
October to produce final winners. "It was great, the opportunity to work
with such professionals, with people that are so into the industry, totally
cool," says Lino Escalera, who entered the film category. "I love the idea of
greenspace, of how life can be, how you can make it to 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,"
explains Amira Bibawy, one of the directors of the international
Lomography Project, a special photography that uses a unique camera,
and self-proclaimed spin doctor who created a wall of all the photographic
submissions in the design hall of greenspace.
Last but not least, greenspace was an experiment in creating multi-faceted
relationships, demonstrating how the cultural stakeholders (the
international brand, the local operating company, Heineken Espaha who
were instrumental in bringing greenspace to life, the government and the
community) can ail communicate and cooperate on such an endeavour
