Have greenspace, will travel
and in interesting ways. Carlos de Jaureguizer Serrano, Chairman and CEO
of Heineken Espana, S.A. and Gerrit van Loo, Commercial Director, saw his
operating company's participation as a valuable one. "It serves three needs:
as a space for Valencia, for having this cross-over event, and it serves as a
legacy for the future," says Van Loo with the dapper Spanish executive
nodding in agreement. "This is a fantastic possibility to create a dynamic
space that we as a company can be proud of; we've brought many of our
partners here this week and they are very impressed. Plus to our
consumers, they see how relevant we are to their aspirations," comments
Serrano. The City of Valencia—owner of the site—gets a fully functioning
culture space. By anybody's definition a win-win scenario.
Count on greenspace being emulated in other locations throughout the
world; discussions with potential partners are taking place right now. If
someone like DJ Derrick May has his way, greenspaces will be ubiquitous.
"I want to see greenspaces everywhere!" he declares enthusiastically right
before he jumpes up to the turntables. The crowd roars its approval.
The freight containers were used as mobile galleries and to divide the warehouse spaces smartly
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