Festival d’arquitectura de Barcelona
Architecture is culture! Open House Success: Open House Worldwide. Significant activities related to the festival: - New line of activities Open Extra Participation. Volunteers Communication - Internet app as a point of reference. - Social media. - Merchandising and ad campaigns. - App - Press: Printed news impact evaluation Sponsors Annexes: - Annex 1: Statistics of the entries to the most visited buildings - Annex 2: Press kit of the 48h Open House Barcelona 2013. - Annex 3: Images of the 48h Open House Barcelona 2013
Architecture is culture! The cultural association 48h Open House Barcelona for the divulgation of the architectural heritage of the city of Barcelona is a non-profit organisation, which principal work is to offer products and cultural services in the wide field of architecture. Its objective is to promote architecture through encouragement to contemplate and discover its values, as it is one of the key elements of culture, with 48h Open House BCN festival being the main tool in this task. 48h Open House BCN is a main cultural promoter of architecture in Barcelona. We work all year round to contribute to the preservation of the heritage of our city and the rights of its citizens to get to know it better and enjoy it more. Our main activity is the 48h Open House BCN, one weekend a year, with more than 155 activities in 150 different spaces. The 4th edition of the 48h Open House BCN took place on 19th and 20th of October 2013. Throughout 2013, three important facts contributed to our success: > Firstly, prolongation of the event through the creation of the new line of activities Open Extra, activities held throughout the year, with the same purpose: to explain how architecture influences the quality of life of people. > Secondly, as a separate act, we were presented with an award in the category of the best management of heritage at the 1st edition of Awards of Responsible Tourism of Catalonia, presented to us shortly before the inauguration of our festival by rtd7.org. > In the third place, the territorial extension and expansion of the festival in the metropolitan area (with the incorporation of Santa Coloma de Gramenet), with the inauguration of the new addition to the festival: Invited City, in accordance with the public demand: Barcelona without frontiers.
Last, but not least, we would like to give special importance to the public response during the weekend of the 4th edition of the festival (more than 49.000 visitors), as well as the qualitative improvement of the communicative interfaces with the users through: > Printed programme/guide booklet, with the important new feature: maps. > New app with filters (typology, style, area, map, day, Invited City, and geolocation of the user which shows the distance to the different buildings). > New webpage interface with better performance in navigation and usability. New subdomain with the payment gateway, which facilitates development of the Open Extra, as well as an important increase in the social media field, both in the number of followers (around 10.000), participation and aftermath. We would like to thank all those persons who made possible the organization of the festival and Open extra 2013. We would also like to thank the owners of the buildings for allowing their private property stay open to the public for a few hours of the festival. Thank you to all the visitors for the responsible use of the opened buildings.
Open House Success: Open House Worldwide Open House concept began in 1992 in London, funded by Open City organisation. A form and method of explaining design and planning of a city, but also in which ways it can influence the quality of life of people by contributing to social and economic development of the city itself. Open House concept has been adopted by 21 cities and one entire country around the world, creating the first worldwide net architecture festivals, which has arrived to over a million visitors.
Open House participants: London New York Dublin Tel Aviv Jerusalem Helsinki Melbourne Galway Barcelona Slovenia Chicago Rome Lisbon Adelaide Budapest Perth Brisbane Athens Gdynia Thessaloniki Limerick Vienna Buenos Aires
Open House London, in September 2013 Open House London celebrated its 21st edition. Interesting facts: > 800 opened buildings. > 250.000 visitors. > 1.000.000 Euros collected in guide booklet sales (140.000 items, 9 Euros per item- booklet or CD). > 300 architects. > 248 press releases. > 50 sponsors.
Open House Melbourne, in 2013 celebrated its 6th edition > > > > > >
Interesting facts: 100 opened buildings. 125.000 visitors. 34.000 Euros in memorabilia sales. 2.200 volunteers. 200.000 Euros in cash. 336.000 Euros in kind.
Significant activities related to the festival During the 2013 edition, 157 cultural activities were organized by our association to serve as a mediator between architecture and citizens. The most significant and closely related to the festival are the following:
Sala Ciutat Exposition and Barcelona Fair (Fira de Barcelona) Exposition organised by the Barcelona City Hall called “Doors of Barcelona” (a photographic testimony of the Eixample district doors and its heritage) made possible the artistic involvement of those who took part in the Opengram Doors of Barcelona contest during the 48h Open House BCN 2012.
OpenFOTO Prize for the winner of the 3rd edition OpenFOTO contest, funded by the Cafur Real Estate by Manuel Brullet
Press Conference Press conference presenting the festival and the pre-visit to the College of Economists with the special participation of the architects Roldán + Berengué. Among guests we had the privilege to have, Núria Parlón, the mayor of Santa Coloma de Gramenet, and Jaume Ciurana, head of the Chamber of Culture in the Barcelona City Hall, as well as many other collaborators we could count on, including a large group of journalists from the major titles.
Talking about 150 buildings Architects, owners of the buildings, those who live there and volunteers talked about 150 buildings, which opened their doors at the festival, providing the visitors of 48h Open House BCN with an insight on different aspects of architecture: technical data and personal experiences.
Invited City Our interest in spreading the idea of Open House made us pass the limits of our hometown of Barcelona, making the room for the new section of The Invited City Festival (with the participation of Santa Coloma de Gramanet).
Bloggers’ Meeting The meeting, night-time visit and a cocktail in the Teatre Principal with the bloggers who write about Barcelona and its architecture, and those who write about design and architecture in general.
New line of activities: Open Extra A new line of activities related to architecture and urbanism organised throughout the whole year.
Refurbish Macaya Open Extra and La Caixa Fundation workshops to promote the re-opening of La Casa Macaya as a new social centre of “La Caixa”
PalauMacaya Passeig de Sant Joan, 108 08037 Barcelona Tel. 934 579 531
Horari d’atenció a l’usuari De dilluns a divendres, de 10 a 14 h i de 16 a 20 h
Practica el
Servei d’Informació de l’Obra Social ”la Caixa”
Macaya!
Tel. 902 223 040 De dilluns a diumenge, de 9 a 20 h www.laCaixa.es/ObraSocial
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Open Extra 1714 Itineraries organised to commemorate 300th anniversary of 1714 revolt through the architectural and urban planning heritage and its development in the city of Barcelona along 300 years. More than 20 different entities, both public and private, collaborated in organising those itineraries, promoting the knowledge of architectural heritage among visitors.
Participation The 4th edition of the 48h Open House BCN received 49.000 visits, which consolidates the event with the slight increase in participation by 2.000 visits compared to the previous edition. It demonstrates both great interest in architecture, as well as popularity of our festival programme among citizens. In the last edition, visitors had the opportunity in participating in 157 activities; talk to architects who designed the buildings and to those who live there, interact, ask and reflect, in order to understand better the visited spaces.
BARCELONA: 10 districts / 136 buildings / 47.000 visits SARRIÀ - SANT GERVASI
GRÀCIA
HORTA - GUINARDÓ
12 EDIFICIS /EDIFICIOS/ BUILDINGS
13 EDIFICIS /EDIFICIOS/ BUILDINGS
10 EDIFICIS /EDIFICIOS/ BUILDINGS
5.000 VISITANTS /VISITANTES/ VISITORS
3.000 VISITANTS /VISITANTES/ VISITORS
1.500 VISITANTS /VISITANTES/ VISITORS
LES CORTS
NOU BARRIS
7 EDIFICIS /EDIFICIOS/ BUILDINGS
8 EDIFICIS /EDIFICIOS/ BUILDINGS
2.000 VISITANTS /VISITANTES/ VISITORS
500 VISITANTS /VISITANTES/ VISITORS
EIXAMPLE 23 EDIFICIS /EDIFICIOS/ BUILDINGS
SANT ANDREU 10 EDIFICIS /EDIFICIOS/ BUILDINGS 1.500 VISITANTS /VISITANTES/ VISITORS
10.000 VISITANTS /VISITANTES/ VISITORS
SANTS - MONTJÜIC
CIUTAT VELLA
SANT MARTÍ
13 EDIFICIS /EDIFICIOS/ BUILDINGS
28 EDIFICIS /EDIFICIOS/ BUILDINGS
23 EDIFICIS /EDIFICIOS/ BUILDINGS
11.000 VISITANTS /VISITANTES/ VISITORS
9.000 VISITANTS /VISITANTES/ VISITORS
4.000 VISITANTS /VISITANTES/ VISITORS
1 BUILDING
500 VISITS
INVITED CITY- SANTA COLOMA DE GRAMENET
(territorial extension and expansion of the festival in the metropolitan area)
14 buildings / 1.280 visits
Edificis: BIBLIOTECA SINGUERLÍN COMPLEX LA PALLARESA EDIFICI FONDO. BIBLIOTECA EDIFICI FONDO. LLAR D’INFANTS EDIFICI FONDO. MERCAT ESTACIÓ FONDO <M> L9 ESTACIÓ SINGUERLÍN <M> L9 INSTITUT LA BASTIDA RECINTE TORRIBERA. EDIFICI LA MASIA RECINTE TORRIBERA. EDIFICI LA TORRE RECINTE TORRIBERA. ESGLÉSIA RECINTE TORRIBERA. PAVELLÓ GAUDÍ RECINTE TORRIBERA. PAVELLÓ MONTSERRAT TORRE PALLARESA
4th edition of the 48h open house bcn:
27.000 2010
35.000
2011
47.000
49.000
2012
2013
Volunteers 48h Open House Barcelona featured the network of more than 1.200 volunteers: 1000 supporting volunteers, 100 building/flat owners and 100 architects/designers. In order to manage that amount of people, we organised meetings, lectures and came to agreements in Caixa Forum (management of logistics), as well as in the former Fàbrica Damm (previously a brewery, now a refurbished space for all kinds of events), where all the participants met for the closing ceremony with a DJ session.
1000
1200
850 700
2010
2011
2012
2013
Percentage Workers: 32% of which are volunteers • Architecture sector (architects, surveyors, interior designers, engineers): 43% • Other sectors (education, tourism, communication, public administration, economics, restaurateurs, etc.): 57% Students: 68% of volunteers • Architecture sector: 80% • Other sectors (history of art, building engineering, design, communication, etc.): 20%
Communication Web applications as a point of reference > 48hopenhousebarcelona.org: 1.238.000 single visits per year. > Data from October 2013 (48hopenhousebarcelona.org): 248.000 single visits. > Data from November till September 2013: 3.000 visits/day- 990.000 single visits.
Web 48hopenhousebarcelona.org
Social media Social media participation and the increase of the followers are: > Facebook: 6.096 present followers, increase of 77% as of 2012 > Twitter: 2.288 present followers, increase of 60% as of 2012 > Instagram: 957 present followers, increase of 300% as of 2012
We also used the social media to let the participants know about our new events within the festival in 2013: > Our Verakami Crowd Funding campaign > The Invited City- Santa Coloma de Gramenet > OpenFOTO 2013 contest- Josep Llobet prize > Opengram 2013 contest
Merchandising and advertisement Different elements of the campaign: > Printed catalogue: 165 x 230 mm, four-color. 10.000 items. Buildings catalogue 48h Open House BCN. Activities programme and maps. Distributed before, during and after the event. Sold at the 48hOHB stands and the collaborating shops, CO-OP Jordi Capell and Laie bookshops. > Poster: A3 size, four-colour, 200 items. Advertising of the products sold. > Distributed at the spot where the activities took place. > Banners: 500 double sided, placed in the public spots at 15 streets of Barcelona in order to advertise the upcoming festival. Distributed one month before the festival. > Flyers: 10.000 items. Double function: advertisement of the advanced booking points and obtaining public opinion about the buildings shown during the festival of 2014. Distributed during the weekend. > Postcards (4 different designs): blue one, advertisement of the festival dates and the points of sale of 48hOHB before the festival; pink one, advertisement of the lesser interest areas; Invited City postcard, advertisement of the new section and its programme; green one, advertisement of the Open Extra 1714. Distributed prior to the festival. > Billboards: 10 posters DIN A0, four-colour, advertising the event in Santa Coloma de Gramenet. Distributed one week prior to the festival. > Waistcoats: 1.000 recyclable waistcoats for the volunteers. > Stickers: 170 items, 50 x 50 cm. Used for marking the spots where the activities were being held. Distributed over the weekend. > Metro TV channel (underground). 20-second footage shown at the TV screens of the Barcelona underground, few days prior to the festival. > 30-second video footage made by BTV (Barcelona Television), shown 15 times during one week. > Badges: 250 items to give away in the 48hOHB gift boxes. > Fridge magnets: 250 items on sale at the 48hOHB stands and collaborating shops. > Linen bags: 100 items on sale at the 48hOHB stands and collaborating shops. > 48hOHB package: two types: one day package or a weekend package. Sold on-line at the CO-OP retail shops by Jordi Capell. > Wristbands: 1.500 items of 4 different colours, which depend on their function; one colour for all the volunteers, the remaining colours for each of the 48hOHB passes. > 48hOHB stands: 15 carton structures 195 x 70 cm, with the festival logo, and a space to display and store the catalogues. Distributed at 15 different spots at the festival, over the weekend.
APP Improvement of the new mobile application: > Filters: we improved the search filters according to: style, typology, district and the Invited City. > Maps: improved icons, colour-coded in order to graphically distinguish the opening of different buildings. > Geolocation: different references given according to the position of the user and the chosen building; accurate distance indication. Geolocation not only enables users to position themselves on the map, but also gives the walking distance and itinerary to the chosen building. > Availability: Android and iOS
The App is the result of a sponsorship settlement with Dortoka Disseny, offering an updated, cheaper and easy to use format compared to the printed guide booklet. Price: 0,89 â&#x201A;Ź (700 downloads).
Press: Printed news impact evaluation The analysis of the information reach of the 48h Open House BCN 2013 based on the varying key quantitatives: audience, diffusion, economic value of the appearances. This analysis applies to the printed media, its digital versions and the audio-visual media, excluding the digital only ones (blogs, web pages, etc.). We have reached the positive balance increase of 27% in the impact factors, as well as the quality of media releases, especially their presence in the top headlines.
Tipologia de mitjà
Aparicions informatives
Mitjans digitals tipus butlletins on-line, blocs, etc.
236
Versió digital de mitjans referència tipus La Vanguardia, El País, agències de notícies, etc
57
Televisió
11
Ràdio
14
Mitjans impresos de referència tipus La Vanguardia, Time Out, etc.
35
Total d’aparicions ‘48H Open House BCN’
353
Variables clau de valoració
Totals
Audiència acumulada Nº persones exposades a la informació
47.310.480
Difusió Nº exemplars distribuïts (impresos) el dia de l’aparició
1.474.474
Valor econòmic aparicions (en euros) Avaluació dels impactes en termes de preu publicitari, en base a les tarifes oficials vigents de cada mitjà
591.558 €
Sponsors
www.dortoka.com
Escola Tècnica Superior d’Arquitectura del Vallès
VOLUNTARIAT Gràcies a les més de 900 persones que aporten el seu temps, el seus coneixements i el seu entusiasme per tal de fer possible el 48H OPEN HOUSE BARCELONA EDIFICIS Gràcies als 150 edificis que obriran les seves portes durant el 48H OPEN HOUSE BARCELONA
Annex 1: Statistics of the entries to the most visited buildings Saturday
Sunday
Total
Visits/Hour
Palau Baró de Quadra
375
406
781
130
(Nou) Museu Nacional d’art de Catalunya
392
391
783
71
(Nou) Col·legi d’economistesde Catalunya
455
380
835
93
(Nou) Mercat del Born
441
456
897
56
Palau Macaya
380
616
996
100
(Nou) Antiga Nau-Taller Oliva Arté
603
439
1042
65
Casa Sayrach – Casa Montserrat
849
429
1278
142
1288
161
Palau Moja
1288
Sala Parés
650
650
1300
163
Antiga Fàbrica D’estrella Damm
617
718
1335
111
(Nou) edifici Disseny Hub Barcelona
526
876
1401
140
Palau de la Virreina
704
875
1579
113
Casa Pérez Samanillo (Círculo Ecuestre)
1850
1850
231
Umbracle
2153
2153
269
1404
2374
148
(Nou) Teatre Principal
970
Annex 2: Press kit of the 48h Open House Barcelona 2013 TELEVISIÓ Títol article 150 edificis obren portes pel 48h Open House BCN El 48h Open House BCN tanca amb rècord de visitants 150 edificis obren portes al Open House Barcelona 50.000 visitants per veure 150 edificis singulars de Barcelona i el seu entorn en la 4a. edició de l’Open House El ‘Openhouse’ de Barcelona permite visitar gratis edificios emblemáticos de la ciudad PREMSA ESCRITA Títol article Llave en mano 48 hores per visitar els interiors poc vistos d’edificis singulars Barcelona mostra la seva arquitectura Cap de setmana sense panys Elisenda Bonet Directora 48H Open House Open House: portes obertes en 150 edificis La ciudad descubre sus intimidades a los barceloneses Descubriendo la arquitectura ‘Striptease’ arquitectònic Per als amants de la ciutat Barcelona obre al públic 150 edificis singulars Unas 50.000 personas se interesan porvisitar los 150 edificios del Open House INTERNET Títol article Vuelve el 48H Open House Barcelona Santa Coloma abrirá edificios durante la Open House BCN 150 edificios barceloneses abren sus puertas este fin de semana en el 48H Open House 48h Open House: 150 edificis des de dins 150 edificios barceloneses abren...Santa Coloma se convierte en la primera ‘ciudad invitada’ La nueva edición de “48h Open House BCN” se expande en la área metropolitana Un total de 150 edificis obriran portes de franc durant el 48H Open House 150 edificios barceloneses abren sus puertas este fin de semana en el 48H Open House La Torre Banc Sabadell, uno de los edificios que se podrán visitar en el Open House Barcelona Este fin de semana llega la cuarta edición de 48H Open House Barcelona Vine a conèixer el nostre patrimoni arquitectònic. Open House Barcelona a la Rambla 10 recomendaciones para el 48H OPEN HOUSE BARCELONA 48 Open House Barcelona: El PRBB obre les seves portes aquest cap de setmana 48h Open House BCN - Ateneu Barcelonès VISITAS A EDIFICIOS: 48 Open House Barcelona 48H Open House Barcelona 2013: este fin de semana, puertas abiertas a la arquitectura La UB obre al públic alguns dels seus edificis més emblemàtics amb motiu del 48h Open House BCN Quins edificis no et perdràs del 48h Open House? El festival d’arquitectura ‘48H Open House Barcelona’ voreja les 50.000 visites El festival d’arquitectura ‘48H Open House BCN’ frega les 50.000 visites, un 5% més que l’any passat El festival de arquitectura ‘48H Open House Barcelona’ roza las 50.000 visitas 50.000 visitants per veure 150 edificis singulars de Barcelona i el seu entorn en la 4a. edició de l’Open House El festival d’arquitectura 48H Open House BCN frega les 50.000 visites, un 5% més que l’any passat Barcelona obre al públic 150 edificis singulars
Publicació BTV BTV TV3 3/24 ANTENA 3
Publicació GPS Quadern Catalunya La Vanguardia El Periódico El Periódico Ara La Razón El País El Periódico La Vanguardia El Punt Avui La Vanguardia
Programa Noticies Noticies Telenotícies Migdia Reportatge Notícies
Secció Planes Agenda Viure Gran Barcelona Noms propis Cultura Sociedad Cataluña Gran Barcelona Viure Oci Viure
Publicació On elperiodico.com lainformacion.com timeout.cat i timeoutbarcelona.es europapress.es abc.es w110.bcn.cat lavanguardia.com blog.bancsabadell.com interioresminimalistas.com laramblabcn.com q9magazine.com portal.prbb.org ateneubcn.org docomomoiberico.com diariodesign.com ub.edu btv.cat europapress.cat acn.cat lavanguardia.com 324.cat ara.cat elpuntavui.cat
Distribució Barcelona Barcelona Catalunya Catalunya Espanya
Grup Vocento Prisa Godó Zeta Zeta Premsa Periòdica Ara Grupo Planeta Prisa Zeta Godó Hermes Comunicacions Godó
Secció Eventos Barcelona España Què fer… Que hacer… catalunya Agencias Notícies Barcelona notícies notícies Quadern Artículo notícies notícies notícies notícies notícies cultura notícies notícies notícies Oci i cultura Cultura Societat
Distribució Espanya Catalunya Espanya Zeta Catalunya Països Catalans Espanya Espanya Zeta Espanya Catalunya Espanya
Distribució Espanya Catalunya Espanya Catalunya Espanya Espanya Barcelona Espanya Espanya Espanya Barcelona Espanya Internacional Barcelona Peninsular Espanya Internacional Barcelona Catalunya Catalunya Espanya Catalunya Catalunya Catalunya
Data 19/10/13 20/10/13 20/10/13 20/10/13 20/10/13
Data 17-19/10/2013 14/10/13 16/10/13 16/10/13 16/10/13 19/01/13 20/10/13 20/10/13 20/10/13 20/10/13 21/10/13 21/10/13
Data 16/10/13 16/10/13 16/10/13 16/10/13 16/10/13 16/10/13 16/10/13 16/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 17/10/13 20/10/13 20/10/13 20/10/13 20/10/13 20/10/13 21/10/13
Annex 3: Images of the 48h Open House Barcelona 2013