ARTS DISTRICT, MÁLAGA, SPAIN

PROJECT DESCRIPTION

The Arts District of Soho in Málaga (ES) has become the city's new art and urban culture reference area. A 2010 citizens' initiative was the starting point to this urban regeneration process. The Arts District is located between the harbour and the old town, which faced depopulation and misuses of public spaces, two growing issues for the inhabitants.

The project was led hand-in-hand with neighbours, artists and business holders, on a strong participative basis. Soho has come to shape its new identity, boosting and diversifying the local economy, allowing the development of all arts thanks to cultural events, and by offering more public space for citizen use.

1. A promotional programme. This involves actions for disseminating the Soho Arts District project. Part of these activities relate to branding such as a contest for the logotype, a campaign called “In the core of Málaga, Soho beats”, a gastronomic route, etc., while others relate to social media marketing, intending to spread the Soho Arts District idea to visitors and tourists through a web page and social media (Facebook, Twitter, YouTube, etc.). There has also been a wide range of cultural events such as music performances, theatre, workshops, concerts and exhibitions, aiming at attracting as many spectators as possible - neighbours and inhabitants of other districts as well as visitors, with the involvement of the neighbourhood’s cultural managers.
2. An urban design adaptation programme. Related to mobility and accessibility, works have been carried out to give priority to pedestrians and disabled people. New street lights with an innovative design and LED-technology have been installed in order to enhance security and save energy, and make the area more friendly and usable. Other ongoing actions are gardening, street furniture, new pavements, etc.
3. A programme for attracting activities and consolidating existing ones.

• Online Real Estate Listing, with available offices and commercial spaces;
• Commercial file, Businesses Bank of Ideas;
• Grants and subsidies for implementing or renovating businesses.

Envisioning

Regarding development, the Soho Project is a paradigmatic case of co-design and close collaboration between different stakeholders of the city. The sustainable and integrated approach is reflected in the Master Plan, which unites the different sides and phases of the project, and provides the basis of the public and private participation methodology. Social and economic actions in an integrated way define the key guideline of the plan. Local stakeholders, neighbours and institutions have worked together on common targets and actions such as:

• The implementation of innovative business ideas (e.g. the Bank of Ideas), intended to engage newcomer entrepreneurs and keep the existing ones;
• A multitude of events with the common thread of art and culture, e.g. an urban art display with the involvement of local and international artists (MAUS programme), in order to give shape to and showcase the identity of the Arts District.

In the process of design and execution of the enhancement of public spaces, sustainability focused on environment has also been taken into account and carried out with the participation of neighbours and local agents on the Technical Boards. This process resulted in the use of space in an inclusive manner, a huge increase of pedestrian areas, universal design criteria and energy-saving measures like the installation of LED street lighting.

Mainstreaming

The project itself started as a citizens’ initiative. The implementation of the Soho project arises from the elaboration of a Master Plan, which provides the basis of the public and private participation proceedings. This framework is linked to a strategic planning process, where joint decisions regarding promotional actions, urban design, art interventions and activity consolidation are made.

The process sums up needs and concerns of all represented groups in the neighbourhood. Within the participation process, two bodies were created for the representation of citizens and institutional stakeholders involved in the work teams: the Soho Art District Assembly, and the Technical Work Boards. Since then, 20 meetings have taken place. The Assembly was open to neighbours keen on joining the process. This has been a dynamic and effectively participative body which included citizen’s participation.

It has addressed their proposals to the Technical Work Committees City Council and was represented in the Technical Work Committees by staff from different departments, such as the Urban Planning Department, Urban Environment Observatory, Energy Agency, Culture Department, Training and Employment Agency and Welfare Department Beneficiaries.

Citizens have also taken part in the process. For example, the “In the core of Málaga, Soho beats” branding campaign presented neighbours and business holders in the district, who shared their experience and acknowledged the benefits of settling in the area.