How the project paved the way for a more sustainable, thriving, and inclusive historic centre
Using a strategic approach and active citizen participation, Genova launched various initiatives to transform the historic urban area (HUA) into a HUB of innovation and entrepreneurship.
Genova’s HUB-IN extends across several central streets and small squares, fostering collaboration among key territorial stakeholders to enhance community cohesion. The project encouraged residents to gather in once-neglected areas of the historic centre. Street art and public art initiatives turned the historic centre into an open-air museum, fostering a sense of belonging among locals. The acceleration programme brought new cultural and commercial initiatives to revitalise the area, creating social opportunities and drawing in visitors, residents and tourists alike.
Bringing art to life: the Futura project
The urban outfitting initiative took shape through the Futura project, transforming HUA’s public spaces with vibrant colour and dynamic street art. Designed to make the area more engaging, inviting, and liveable this project was co-created with local communities as part of the city’s broader mission for the sustainable regeneration of the historic centre.
Six international street artists painted 60 shutters, weaving art into the fabric of Genova’s historic centre. Their work not only enhances public spaces but also creates immersive artistic and thematic pathways, celebrating the city’s unique character and cultural heritage.
La Via delle Storie: Genova’s heritage inspires public art
La Via delle Storie (The Street of Stories) was a visionary project led by professors and students from the local Academy of Fine Arts. By blending painting, digital art, decoration, and creative writing, this initiative infused the historic centre with contemporary creativity, reinforcing its artistic and cultural identity. It included three initiatives consisting in floor decorations, collecting stories of local inhabitants, and painting sacred images to be projected on a new votive shrine (LED screen).
The power of creative storytelling
The creative storytelling initiative was designed to highlight the artistic, cultural, and historical treasures of Genova’s historic centre. Thanks to a compelling narrative, this project aimed to shape a distinctive identity for the area, enhancing its appeal for both tourists and locals alike.
This storytelling initiative aimed to redefine the way people connect with the historic centre, turning it into a cultural destination.
Call for innovators: at the crossroads of art, commerce and culture
The call for innovators included three separated but interlinked initiatives based on cross-pollination between art, commerce, and culture.
- The Da Banchi a Pré project included a Street Party event with the aim of attracting citizensin the HUA by offering entertainment, experimentation and an unconventional shopping experience.
- The Fair To Share project aimed to create a temporary shop in the HUA for artisans and small businesses, and to set up an academy to strengthen their capacities.
- The Passaggi di Luce project aimed to regenerate and improve the HUA’s famous Via Del Campo through arts (lights, music, images and storytelling) to promote social inclusion and relationships with and between the local community / inhabitants, and increase footfall, hence contributing to safety liveability.
A challenge turned into a success story
Key lessons learned for the HUB-IN Genova team includes:
- Establishing strong synergies with other on-going initiatives in the area
- When working in a heritage site protected by UNESCO, make sure to start well in advance. to get all the necessary authorizations from the local Cultural Heritage Office and be flexible.
- Dedicating time and resources to engage the relevant stakeholders and citizens since the very beginning of the project.
- A highly motivated and tight-knit local team is required to ensure the overall governance, alignment and smooth implementation of the multiple individual actions of the action plan.
The HUB-IN project contributed to bringing new life into the historic center by rediscovering its identity, heritage and culture, and introducing new services for the community through creativity and entrepreneurship.
Discover the stories of the European cities involved in the HUB-IN project: have a look at the Storytelling Booklets!
