Comerç

Barcelona Oberta has launched a new campaign under the title “Baixes al centre o què?”, inviting people to reconnect with the city’s historical city centre. Supported by Barcelona City Council, the proposal uses musical and audiovisuals to highlight everyday life and local commerce in Ciutat Vella.

The action is being presented through a vibrant video clip with an urban look, shot in the streets of El Born, Plaça Reial, Barceloneta, El Gòtic, Barna Centre and other shopping hubs. Using a song with a catchy rhythm, between rap and reggaeton, the project aims to convey positive energy and reinforce the message that “the centre is alive, come and feel it”.

The launch came as part of the 10th Barcelona Oberta Summit, held at the Casa SEAT on 21 October under the slogan “Més x Ciutat Vella”. The event highlighted the need to guarantee an active and liveable centre that combines economic dynamism and quality of life, and which strengthens collaboration between local people, the administration and local commerce.

With a multi-channel digital strategy, the campaign will run on platforms such as YouTube, Spotify, TikTok and Meta, and is expected to exceed two million views. The goal is particularly to reach young audiences and families, with a close, modern and exciting message.

Barcelona Oberta aims to activate the city from the heart, making Ciutat Vella a space for coexistence, culture and vitality. The initiative is one of the actions to promote a balanced and sustainable management of the centre of Barcelona.