Zoom-in #1. Beyond Architecture: Communicating a Transformative Model for Urban Innovation

Beyond technical aspects, perhaps the most challenging part in a project of this nature is communication. Viana STARTS clearly recognizes the need to transmit how activities will be developed —participatory, open, inclusive— as well as the nature of the spaces —flexible, adaptable, evolving. The ultimate aspiration of this project is to establish a new model of interaction among artists, technologists, scientists, citizens, and entrepreneurs, all emanating from this building. This collaboration opens a wide range of synergies with great potential, from inspiring the artistic vocation of the city's youth to fostering new business models and encouraging entrepreneurship, to name a few examples.

The potential that arises from the union of science, technology, and art, through innovation and creativity, is reflected in the communication strategy being developed by Viana STARTS. The project faces the challenge of creating a model that transcends physical space. Viana STARTS is positioned as a hub designed to operate for and by the people. Therefore, it must carefully manage its communication strategy to address the various stages of the construction process, adhering to co-creation and co-development principles, and engaging the community in the creation of the new space. At the same time, it must project to the world what it aims to be and what it aspires to become, in order to capture the interest and participation of different stakeholders in its operation. This will help translate this transformation into educational development, social integration, business model implementation, and cultural growth, in an integrated and collaborative manner.

In order to turn all of this into reality, activities must be designed for different stakeholder groups, addressing various age segments, educational levels, business environments, and cultural contexts, while always maintaining both a local and global dimension simultaneously.

In this zoom-in, we have Ricardo Rego —Councilor for General Administration, Digital Transition and Innovation, Sports, Human Resources, and Health Promotion of Viana do Castelo—, Joana Carvalho —Founder and Director of DINAMO10—, and Manuel Lima da Cunha Junior —President of the Associação Empresarial de Viana do Castelo (AEVC) —, who will share their detailed insights on the topic.

This selection of interviewees is not coincidental, as it highlights key individuals responsible for communicating this new model for urban innovation. On one side, Ricardo, from Main Urban Authority and project leader, representing as well the general citizenry in this initiative. On the other side, Joana, an entrepreneur and creative professional with extensive experience in co-creation, promoting interaction between stakeholder groups, and developing innovative business models. She leads the communication activities for the project. Finally, and by no means least, Manuel represents the business community of Viana do Castelo, playing a crucial role in ensuring the project’s viability and the involvement of local entrepreneurs. He is key in connecting the business fabric to the broader goals of the initiative, ensuring that the project not only meets community needs but also aligns with economic and business objectives for sustainable growth.

Community engagement is at the heart of this project. How are you planning to inspire and build networks around it?

Joana:

At this moment the focus is really to involve the local community in the project, and to promote the project in contexts that are favorable to develop network and partnerships. In this context, of course, DINAMO10 has a privileged position because of the knowledge and experience we have already in activation of local communities, mainly because of the trust relation we already have in place with the local citizens, with initiatives like Viana Abordo, Café Com Mentores, and a lot of initiatives we have been working with the local communities.

We are also connected with regional and European innovation and creativity networks that can also help us to attract other level of target group we would like to bring to Viana STARTS. For instance, DINAMO10 is part of the European Creative Hubs Network, so we are able to put Viana STARTS in contact with other creative hubs that are working in similar projects in their cities to exchange knowledge and experience with them.

How is the connection of Viana STARTS with key economic and industrial sectors in the city?

Manuel:

The relationship between Viana STARTS and the economic and industrial sectors represents an opportunity to stimulate creativity, to establish partnerships, and to foster innovation. All of this benefits the economy and support sustainable development.

We expect the project to enable everybody to create immersive experiences, exhibitions, and workshops, to cite some examples, exploring new techniques, innovative approaches, and an effective use of emerging technologies.

What barriers and opportunities do we find when using a co-creative, participatory approach in project like this?

Joana:

One of the main challenges we face here is to try to reconcile extremely institutionalized and bureaucratic processes with the local needs and urgencies. For instance, we have in this project public tenders, bidding processes, but also a limited timeframe. Also, it is challenging to navigate through the standardized, rigid requirements of the architectural components of the project, while considering community expectations or existing local conditions.

We are working in a very innovative project, and sometimes it can be a little difficult to connect institutions with citizens' needs. Personally, I believe that if you want to innovate, you must embrace risk and failure, and this can sometimes be difficult to explain to the local community involved. Sometimes you will be doing well, and other times you will just be trying, experimenting, and learning through trial and error, moving forward and back along the way.

Effectively communicating a transformative model for urban innovation requires a clear strategy. How will Viana STARTS address the strategic pillars of art, science, and technology to engage the relevant target groups?

Ricardo:

We think that the sky is the limit. We want to encourage the creation of solutions that contribute to improving people's lives. To do so, we apply a transversal approach. It may sound vague, but it is very concrete: we will combine, connect, and create synergies among technology, science and arts. Our intention in promoting these strategic pillars is to provide something valuable to the community.

When we have art, we engage with the community. When we talk about science, we enhance the community's well-being. And technology is all around nowadays. Our goal is to create the structures to make it possible, to develop these pillars in Viana do Castelo. And we conceive this as a continuous process. Viana STARTS can be the trigger to make it happen, to put our city at the center of innovation and creativity.

How do we plan to communicate with different target audiences for this project?

Joana:

We already have a strong connection with the local community. From the very beginning, we initiated sessions to engage the locals and start communicating right away with them. Moreover, in collaboration with other partners, we have also identified different target audiences. From the general public, to those with potential who are not yet familiar, and even to specialized and expert audiences. We need to communicate with all of them, but the way we communicate varies for each case.

We have just completed our strategic communication plan, which outlines not only key moments for the project that demand communication actions, but also complementary activities aimed at reinforcing perdurable involvement of target audiences. In this latter case, for instance, we are defining activities to connect to their needs and their knowledge in the areas of science, technology and arts, while there will be, of course, key moments to communicate transversally with all the audience we are reaching.

What is the vision of this project of the associates of Viana Business Association?

Manuel:

Our vision for the Viana STARTS Project begins with involving as many AEVC members as possible. We aim to create a space where local businesses become active participants in fostering innovation and creativity. For instance, through networking sessions and direct engagement.

The project is seen by us as an opportunity to further strengthen the local economy, to promote sustainable practices, and to create synergies between the business sector and the arts, science and technology. By aligning with local needs, the project will provide lasting economic benefits, attract talent, and inspire a culture of permanent, bidirectional collaboration. Viana STARTS is not only an investment in the present but also a foundation for a promising future.

What makes Viana do Castelo special to be the protagonist of a project like this?

Manuel:

Viana do Castelo is a privileged location where river, sea, and mountain meet, creating a unique landscape that reflects the balance between nature and urbanization. The city has a strong sense of local identity, shaped by its rich history and its manageable size, positioning it as an example of sustainable urban growth and favourable environment for community-driven innovation.

Besides this, in the business sector, the city also stands out for its ability to promote innovation and quality of life. The city offers a peaceful location combined with a growing digital infrastructure, making it attractive to professionals and companies, both national and international, that value opportunities for growth and progress. This dynamic, sustainable ecosystem has made it the ideal location for an initiative like Viana STARTS, where communication and collaboration with the community will be key to driving impactful urban innovation.

What is the perception of the city regarding this project?

Ricardo:

We can say we all are starting now to get a sense of it. We cannot overlook the fact that we are talking about an urban space that has been disused for 34 years. That means that there is at least one generation that has never seen anything there, apart from the building. Hence, we understand that a part of the community may have doubts about the project.

However, we feel that the local community already started to know that Viana do Castelo is going to have Viana STARTS. As mentioned before, the remodeling of the building is only a part of our challenge; the other is the concept we are bringing with Viana STARTS, which is also new. Indeed, for me, it was very interesting to see how the kick-off meeting attracted a lot of people to come and see what this project is about. Anyway, we could say that anyone will realize that this project is true in January, when we will start the construction works.

Are you including innovative components in the communication strategy?

Joana:

We can anticipate one of the most disruptive initiatives, currently being planned and for which the details are still being finalized. They will be the artistic residencies. We believe they will serve as a key way to engage the community with the project.

Artists will be invited to develop original work inspired in Viana do Castelo’s culture and nature. And, at the same time, they will generate opportunities to put these invited artists working together with the local community and involving them in their artistic process.

This will allow the community to learn how artistic work is created while enabling artists to engage with local knowledge, activities, and traditions, providing a valuable source of inspiration for everyone there participating.

What role does Viana STARTS play in relation with other existing spaces, and how is this interconnected model communicated?

Manuel:

Viana STARTS plays a pivotal role in boosting an interconnected network throughout the city. This polynucleated network will connect different development hubs, industrial areas, and commercial and cultural spaces. Not only linking them, but also actively communicating how these elements function together and create a seamless ecosystem.

The main goal is to create an ecosystem that allows a fluid transition among these hubs, by driving collaboration and innovation across sectors. Also, the project can serve as a support system for cultural activities and other initiatives, no matter if they take place in different locations, offering resources, inspiration, experience and know-how. Viana STARTS can act also as a starting point for entrepreneurial ideas, enable them to expand and scale-up into industrial and commercial areas, exploring opportunities in warehouses, business districts or partnership with investors. Therefore, through creating a circle of integrated development and growth through the city, benefiting all stakeholders and the community of Viana do Castelo as a whole.

Hence, the challenge will be to ensure that everyone understands how the components —whether they be cultural initiatives, business ventures, or industrial partnerships, to cite some examples— can work together in harmony to maximize value.

How is Viana STARTS collaborating with local educational institutions to enhance skills and opportunities for young people?

Joana:

Viana STARTS is absolutely committed to collaborating with local educational structures, particularly with the IPVC (Instituto Politécnico de Viana do Castelo), alongside AJD. The latter, while not an educational organization, primarily works with young people within this age group. Engaging these organizations and their target demographics is a central focus of our communication strategy.

Through this, we aim to encompass the principles of the New European Bauhaus. To cite an example, fostering inclusivity is essential, and we are specially committed to engaging young people from an early age as they transition into older age groups. This approach is vital for developing skills; by starting with younger generations, we believe they will be better equipped to embrace these concepts in the future and have more chances for a promising future. Moreover, involving them early on creates opportunities for them to share their experiences and insights about the project and the values it represents with their families, and influence them positively, thereby further expanding our reach and impact within the community.

What models of collaboration from the business world could be considered to support the viability of Viana STARTS?

Manuel:

Viana STARTS should ensure its financial viability by leveraging complementary models that integrate various funding sources, such as crowdfunding, government subsidies, and support from the private sector. Sponsorship from local and regional companies will be crucial in securing financial resources and providing logistical support for events, workshops, and exhibitions, while patronage can facilitate the implementation of larger cultural projects, such as festivals, fairs or exhibitions, which will enhance community engagement and visibility.

Establishing partnerships with companies and organizations is essential for the success of this initiative, creating a robust support network that not only sustains Viana STARTS but also enables additional resources, expertise, and audiences, ultimately contributing to a more vibrant and dynamic community.

Looking towards the future, when the building is finished and the project is fully realized, what do you foresee for Viana STARTS in its operational phase?

Manuel:

We can envision Viana STARTS fully operational as a vibrant and creative environment. With ongoing projects alongside immersive workshops covering a variety of themes, utilizing new technologies such as virtual reality and artificial intelligence to engage participants in innovative ways.

Dynamic exhibitions are actively communicated with a clear strategy to involve outstanding local, national and international talent together. The space works as a social meeting point and a platform to showcase their work, encouraging the exchange of ideas between visitors and entrepreneurs. In this way, for us and for our thoughts, Viana STARTS will become a driving force for the cultural and economic development of Viana do Castelo, inspiring the community and contributing to a richer cultural landscape.

Joana:

I see an established and consolidated network of people and spaces working together to foster innovation from Viana to Europe and the right infrastructure to accommodate, share and communicate all these activities. Let's say, from this local impact project we expect it to be a good practice that has a global reach to position Viana do Castelo as a significant player, an example of meaningful change and impact to be followed in the European landscape.

Ricardo:

I admit that I am deeply attached to this project, because I was there from the very beginning. But I am talking with my heart when I say that I believe this project is likely to become one of the main initiatives for our city over the next five to ten years.

We started with a purpose: where once life came to an end in the old slaughterhouse, we are now breathing new life into the space and transforming it into a vibrant hub of creation. It all culminated at the kickoff event, which marked the true beginning of our journey, that is why we highlight: everything starts here. And this message will be clearly communicated at every stage.

I think the project will be the hub to put our city at the center of Europe, despite of being small, but as a vibrant city of creation and innovation, where they both can be combined by means of science, technology and art. I envision the city as an example where foreign people, foreign artists, foreign entrepreneurs, all they can say: Viana do Castelo is the city where everything starts.

Ricardo Rego is a Councilor in Viana do Castelo City Council. He is currently in charge of health promotion, human resources, sport, innovation and digital transition and heritage management, having also been the mayor’s chief of staff between 2017 and 2020. He has developed several municipal projects at European scale, including ‘Viana European City of Sport 2023’ and ‘Viana STARTS’. He has a degree in Organisational Psychology, specialising in Organisational Management.

Joana Carvalho is an architect and founder of DINAMO10 Creative Hub. After 4 years in Barcelona, in 2007 she returned to her hometown to establish her architecture studio and to kickstart one of the first cowork spaces in Portugal in 2010. In 2016 she co-founded Viana tech Meetups, a meeting point for professionals in the tech and creative sectors. Since 2019, as a member of Creative Commons Portugal, she promotes projects with relevance to the creative community.

Manuel Lima da Cunha is the President of the Business Association of the District of Viana do Castelo, a position he has held since 2019. He also serves as President of the Chamber of Commerce and Industry of Viana do Castelo, a role he assumed in 2023, and was recently appointed as President of the Port Community of Porto de Mar de Viana do Castelo in 2024.