Live a vibrant urban experience throughout Genova’s historic area
The HUB-IN Genova Action Plan is made up of a set of widespread and synergic actions implemented in the historic centre along the axis running from Piazza Banchi to La Commenda di Prè and their surroundings. It aims at increasing footfall and attractiveness and making this part of the old city more lively and welcoming, while fostering its unique identity, preserving the cultural heritage, and promoting innovation and creativity as a means to fertilise the local entrepreneurial ecosystem. It consists of four separate but intertwined actions that originated from a long co-design process developed with local communities and territorial stakeholders.
Action 1 – Urban outfitting for an inclusive and lively HUA
In March 2023 a call for proposals was launched to develop urban embellishment actions on the many closed shop shutters in the Historic Urban Areas (HUA), to make the area more colourful and lively, through artistic itineraries aimed to improve the quality of life of residents and increase attractiveness for tourists. Six international artists were selected to paint sixty shutters creating a path with a stylistic and thematic consistency.
Action 2 – Public Art Initiative
This action is developed in collaboration with the local Academy of Fine Arts and is based on the engagement of its students and professors. It aims to bring different forms of art into the HUA’s main squares for everyone to see and enjoy. The action also strives to promote social inclusion. Among the planned interventions are a creative writing project collecting local stories, the painting of artistic carpets on the floor of some of the HUA’s squares, and a lighting design project to recover and enhance the images of the old votive shrines.
Action 3 – Creative Storytelling of the HUA
This action aims at enhancing the cultural identity and memory of the HUA, telling the stories of its people, of what is already existing as well as the transformation ongoing in the area thanks to the HUB-IN project. The narrative is focused on four clusters: cultural heritage, food, commerce, and melting pot, and will be showcased through different media and communication channels.
Action 4 – Developing and running an experimental call for innovators
This action aims to implement innovative projects in the area based on three clusters: cultural heritage, social conviviality, and development of economic activities. The three awarded projects aim at promoting artistic and cultural entertainment, enhancing the commercial offer of the area, and showcasing artisans and small businesses as well as building their capacities. The HUA will be promoted and animated through to the extension of the opening hours of the shops, hosting retailers and artisans from other cities, a set of artistic and cultural events, a temporary shop for selling local products, the installation of artistic lights and music to promote social and cultural sharing.
All the actions are being developed in strong synergy with each other and are possible thanks to the fruitful cooperation among the HUB-IN team, stakeholders and the Municipal offices involved. This relationship ensures an effective hub governance and builds a long-lasting vision.
Find out more about the Genova HUB-IN here!
