Genova’s HUB of innovation relates to the whole of the Historic Urban Area (HUA). It is not a physical building. Instead, it is a virtual network created by the collaboration between a group of key stakeholders who have committed to making change happen in the HUA. The Actions to be implemented as part of the HUB do not happen in a fixed space but will be spread throughout the HUA’s streets and squares.

The first step is to establish a close synergy with the other ongoing regeneration programmes that are taking place in the HUA and in particular with the Caruggi Integrated Plan. The HUB-IN will be bringing animation, innovation, creativity and revitalisation where the Caruggi Integrated Plan is bringing physical renovation. Together, the two strands of intervention aim to maximise impact and ultimately bring about sustainable, beautiful and inclusive urban regeneration.

The Genova’s Actions

1. Urban Outfitting for an inclusive and lively HUA

Expected results:

• Preserve and promote the local identity of the HUA as a vibrant, welcoming place
• Promote social interaction and community building among local residents
• Promote social inclusion of marginalised groups, i.e. ethnic minorities, young people, elderly
• Promote the use of public spaces
• Promote revitalization of the HUA.

2. Public Art Initiative

Expected results: Enhancing the artistic value of the HUA, promoting social inclusion and active citizenship of students and residents, revitalization of the HUA, making culture accessible to all, increasing footfall in the HUA.

3. Creative Storytelling of the HUA

Expected results:

• Preserving and reinforcing the memory of the HUA
• Developing a sense of ownership among local residents
• Making the HUA’s outstanding heritage known to the outer world
• Raising awareness on Cultural Heritage among citizens
• Increasing footfall in the HUA
• Revitalization of the HUA.

4. Developing and running an experimental call for innovators

Expected results:

• Contribute to the change of perception of the area at the city level in order to increase footfall
• Promote cross-fertilization processes between the HUA and innovators
• New innovative subjects brought into the HUA
• New products and services developed
• Increase awareness of critical issues and opportunities
• Promote digitization and gamification processes
• Promoting participation of local businesses to existing digital platforms at city and regional levels
• Foster the creation of ecosystem networks and the development of co-design new projects
• Creation of positive dynamics among citizens.