Callejeando
Getting Started
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InDEX Getting Started Intro
3
Mexico City
7
Creative’s Guide to Mexico City Where they live
9
Where they hang out
13
Where they go at night
15
How they get around
19
Media consumption
21
Role of social media
23
What they listen to
25
Monthly income
27
What role does creativity play in their lives
29
Where they shop
31
Retail Landscape Overview Key accounts
33
Shopping destinations
35
Converse locations
39
Competitive Footwear Info Competitive footwear info
43
Callejeando
Welcome / Intro
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Callejeando
Welcome / Intro
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Welcome to Callejeando: You see a street, they see a canvas. Creativity. It’s seeing the streets of Mexico City through a fresh set of eyes and a hungry imagination, and it’s what comes naturally to the young Mexicans who are taking back their capital. This guide is a story that starts and ends with the streets from which these people live and love, and is crammed, like the population, with the sights, sounds, smells, steps, and shots [of mescal] that give this Mexican metropolis a feeling that easily intoxicates but is hardly replicated. The best way to interact with this guide is to do like the chilangos - slang for those from Mexico City simply take it all in. When your streets are only being mentioned for the gridlock, nonstop construction, and daily violence, wouldn’t you want to change the conversation? That’s what the Millennials of Mexico City are doing: choosing their rich heritage as their main vehicle down the new road to redemption.
Callejeando
Welcome / Intro
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Callejeando
Welcome / Intro
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distrito federal’s cultural heritage, and they are doing it their way. They’re not reinventing the wheel or copying their neighbors to the north. This time, creatives are embracing their culture and fighting back with fashion, architecture, design, art, and food. They are making DF the place to write home about. Mescal, the libation of long ago has even been resurrected as the spirit of choice, with many new artisanal brands. All of this is what’s giving DF the feeling of a serious creative center. Just ask any local or experts here, and they’ll tell you what the word on the street really is.
After the last 15 years of conservative and religious influence, a progressive wind is blowing Mexico City further to the left than liberal cities in the U.S. and even Europe, on issues like samesex marriage, abortion, or the morningafter pill. DF’s progress is an interesting contradiction for the rest of the country that’s often seen as under siege: It’s one of the safest cities, despite danger from the country’s drug wars. The new generation is slowly becoming more
vocal in opinion and participation surrounding the most pressing issues. They use Twitter and Facebook, not only as their voice but also as their source of information. When it comes to social life for Capitalinos – yet another nickname for DF inhabitants – sharing free time and meals together means the world, but the desire to share everything that makes their city world-class matters even more. They want to celebrate life and their
legacy, and it’s most apparent in the colorful cinemas like Cine Tonalá, magazines like Frente, and pop-up markets like La Lonja Mercanti. Another emerging trend is cooking in the flavors of gourmet restaurants like Merotoro and Azul Histórico that are turning to local ingredients often overlooked in the past.
Callejeando
Welcome / Intro
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Callejeando
Welcome / Intro
mexico city Let’s get real: A place that has more than 21 million people calling it home just doesn’t have time for any of that siesta stuff. The energy that oozes out from Distrito Federal is one-of-akind, on par with the short list of real cosmopolitan, creative centers in the western hemisphere. Don’t forget the mescal, either. As the legend goes, the mighty empire of Tenochtitlan was founded like this: the Aztecs were told to build their city where an eagle perched on a prickly pear cactus devouring a snake. When the Spanish dropped anchor, they liked the land so much that they selflessly named it New Spain, and made Mexico City its capital.
Fast-forward seven centuries to find the authentic feel that made the city one-of-a-kind is still alive and kicking. Every Chilango loves this metropolis, for countless reasons: The centuries of history, impressive museums, indie music caverns, five-star restaurants, sexy boutique hotels, and artistic neighborhoods, to name a few, all of which are bursting with talkative locals. In the slim chance that boredom rears its ugly head to you, just walk down any street for instant stimulation. The countless sights will make even the most dead-inside person feel something. The booming creative scene attracts global attention and
draws artists, musicians, and cultural go-getters from every nook and cranny.
5.28 million are aged 15-29 Most recent urban tribes: hipsters, punks, oscuros, metaleros, urbanos, emos, raztecas, eskatos, hip hoperoscholos, artesas, riders, graffiteros, rockabillys, reggaetoneros, industriales, garageros, bikers, primitivos modernos, pokemones, otakus and pamboleros. 102,110 registered cabs: DF is the city with the second most taxis in the world, making 30 million trips on a daily basis. On average, a chilango undertakes between 3 and 4 trips per day.
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Callejeando
Creative’s Guide To Mexico City
Most of the youngest creatives still live with mom and dad, mostly south of the city, while enjoying the latest tech-y gadgets and expensive mobile devices. But there is a select few who are choosing to sacrifice the comforts of home and go at it alone, in the pursuit of personal independence. Colonias (neighborhoods) such as Condesa, Roma, Polanco, Anzures, San Miguel Chapultepec, Del Valle, Napoles and Narvarte are top of the totem pole among Mexico City’s most desired areas by young creatives, between 25 and 35 years old, to share an apartment.
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Callejeando
Creative’s Guide To Mexico City
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Callejeando
Creative’s Guide To Mexico City
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Callejeando
Creative’s Guide To Mexico City
Condesa and Roma are the perfect mix of the hustle and bustle, yuppie lifestyle, and a leafier, more residential way of living. Creative residents are increasingly becoming the proud owners of in-demand public gardens, sidewalk cafés, small publishing agencies, clothing, and bold design stores.
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Polanco remains pound for pound the glamorous neighborhood, attracting deep pockets to experience Mexico City’s good life. However, shacking up with roommates in the area is gradually becoming common practice among the most ambitious young creatives on the much aimed for road to independence.
Callejeando
Creative’s Guide To Mexico City
REFORMA & G:;DGB6 INSURGENTES >CHJG<:CI:H An unstoppable force meets an G:;DGB6 immovable object as Mexico City’s two >CHJG<:CI:H largest avenues intersect at what many call theG:;DGB6 janguear starting point. Yes, they’ve >CHJG<:CI:H even managed to adopt and tropicalize the term “hang out”.
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and Insurgentes. take the latter nulla ornareNow at. Sed feugiat sem in erat south and right after cutting across imperdiet congue. Zona Rosa, you will discover the trendy twins of DF: Condesa and Roma.
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CREATIVE 8G:6I>K: RESTAURANTS
G:HI6JG6CIH Despite the unofficial title, young 8G:6I>K: creatives are still people and thus G:HI6JG6CIH enjoy getting together to do what real people 8G:6I>K: do: share meals. Lucky for them, chefs and kitchens are finally G:HI6JG6CIH embracing local Mexican ingredients
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Creative’s Guide To Mexico City
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Creative’s Guide To Mexico City
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Creative’s Guide To Mexico City
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Nighttime is the right time to be in Mexico City. Pick a day, any day, and there will be multiple cultural events and places to go and experience. But for the true nightlife atmosphere that most crave, the fun really starts on Thursday. Most start the night by going out for botanas, or appetizers, at eight or nine. There are plenty of new places in the corridor of Roma + Condesa, but the cantinas of downtown and the south of the city are really where you’ll find it all. The majority are to be found in Centro, Coyoacan and San Angel streets, and the surrounding areas. The squares in these areas are home to informal street performances, musicians and merolicos – playful flea market-like vendors with a way with words and speed talking. In Chilango culture there is this word, “precopeo.” It means pre-game drinking, or getting there before you get there. And young creatives get
there via small bars, usually right after sunset. In fact, they tend to be quite loyal to these local watering holes, much more so than any of the constantly changing late-night clubs. The real nightlife gets started around eleven, and lasts well into the early hours the next day. There are as many different kinds of places as there are types of people to be found out at night. The main areas for nightlife in the city are the historic Centro and the Condesa area. In the former, character and décor is anything but usual – settings range from historic buildings, such as printing shops, to garages of old mansions.
Felix
Romita
Hipsters craving this bar’s famous sliders and fries pack this chill bar every day. Located in the heart of Roma.
Awesome glass dome with a view over Alvaro Obregon Ave. Locals love to pair mescal with grilled octopus.
Callejeando
Creative’s Guide To Mexico City
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Creative’s Guide To Mexico City
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Corredor Cultural
La Clandestina As the name suggests, this is an ugly, hidden gem. The entrance brings a surprise to the eyes with more than 20 types of mezcal in red backlit transparent glass jugs, perched behind the bar. Along with nightlife, traffic and congestion are hot topics for discussion in Mexico City. Luckily, some colonias got together to get it together in the name of pedestrian-friendliness. The result is a new trend of metro-active walkable neighborhoods or corredores.
Ruta de Galerias The link between two up-and-coming colonias: San Miguel Chapultepec and Tacubaya. A unique artist colony housing rows of art galleries and antique shops like Alam + Petrov, a new space dedicated to promoting street art.
It is the pioneer of the walking-city concept that intertwines Roma and Condesa. Consider this the pedestrian route 66 for bike rides and skateboarding. It is also a gateway to fresh products from local farmers, cool galleries and cinemas. In this spirit of constant motion Nomada, the pop-up shop, combines fashion, art and design, while always changing their location.
Corredor Madero It took some time, but pedestrians have reclaimed this famous street in Centro Histórico that has been shut down to motor traffic. Its pathways burst at the seams with coffee shops, galleries, bookstores and the famous Pasaguero, a historic building that has transformed its stonewalled ground level into the spot for cultural happenings and rock and electronica gigs. Skateboarding has a strong following in Mexico – more than a million young Chilangos strong take to the streets to kick-push. There are dozens of skate parks all around Mexico City, but the main event is San Cosme, which gathers 300 skaters every evening under the bridge of Circuito Interior. The rest are squeezed into sport centers along the east side of Mexico City, in colonias like Magdalena Mixhuca and Iztapalapa.
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Creative’s Guide To Mexico City
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Creative’s Guide To Mexico City
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The funky look of El Metro is the perfect match for the 4.2 million passengers riding the rubber-tired bright orange wagons, serving 195 stations on 12 lines that cover the entire metropolitan area. Enter two shiny red contenders: El Metrobus – five lines of public bus rapid transportation that reconfigured the most vital streets and avenues of Mexico City; and the EcoBici – the bike-sharing program that gave young creatives a better excuse for not having a car. Launched in 2010, around 75,000 chilangos who are living, studying and working in Condesa and Roma can ride the red bikes to Centro or Polanco, Cuauhtemoc or San Rafael with less worry than in the past.
Callejeando
Creative’s Guide To Mexico City
Chilangos love their flicks. Every year, movie goers make DF the top Latin American city in total spending on tickets by going to more than100 multiplexes on Wednesdays, Saturdays and Sundays. We must also not ignore the more bandito route of illegal downloads and bootleg DVDs off the street that accounts for a large amount of consumption. Regardless of how it’s happening, Mexico City is watching. Most of them come from Hollywood blockbusters, yet a few hundred releases of Cine hecho en Mexico top the box office quite often during their opening weekends. When it comes to magazines, young creatives get their read on with the Frente, a weekly magazine: One-part guide, one-part opinion from Mexico City’s top influencers. CineTonala.com Fact: there’s nothing better than
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the feeling you get from music. The second best thing is learning where to get more of that feeling. Enter Cine Tonala: the music lover’s source for who and what is happening in the local music scene. Here you’ll find the latest music news, events, concerts dates and, most importantly, music. They even organize mini indie recitals at their venue, and record the unique sessions online for all to behold. DiscotecaOnline.net This is the online tool where musicians and wannabes alike teach themselves to play and learn how to go it alone in the business of music. IndieRocks.mx Regarding music, Indie Rocks heads the orchestra with its online destination of extensive information about allthings indie. The blog even has a print version available and also produces video content.
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Creative’s Guide To Mexico City
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Creativeâ&#x20AC;&#x2122;s Guide To Mexico City
Blogging finally made the big time in Mexico. There are some top contenders using different means to attract the young creatives, but as always, comedy and profanity are the preferred weapons of choice: Werevertomorro: youtube.com/werevertumorro Que Fish TV: youtube.com/QueFishTV Vete A la Versh: VetealaVersh.com Sopitas: Sopitas.com Fashion Blog: nylonmag.com.mx
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Creativeâ&#x20AC;&#x2122;s Guide To Mexico City
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Callejeando
Creative’s Guide To Mexico City
Young creative chilangos have taste, but most importantly, they have a life. They listen to music that fits their personality. Different songs cater to different moods: A rainy day playlist is likely to include Antony & The Johnsons – one of the best concerts last year at Teatro de la Ciudad. For days not spent sulking, they dance to Doe Antwoord blasting live at Autodromo Hermanos Rodriguez. Even though they still listen to Ibero 90.9 FM (college radio), or Reactor 105.7 FM (public radio) to catch the latest tunes, chilangos prefer to drop their cash and time going to large music festivals, like Vive Latino or Corona Capital, or single concerts at new venues like Auditorio Blackberry or El Plaza.
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Creative’s Guide To Mexico City
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Creative’s Guide To Mexico City
The best-paying jobs for young creative Chilangos – monthly salaries: Public Relations Experts 18,800 Mexican pesos ($1,555 US Dollars) Geologists 17,100 Mexican pesos ($1,414 US Dollars) Doctors 16,200 Mexican pesos ($1,340 US Dollars)
Aviators 16,100 Mexican pesos ($1,332 US Dollars) Designers 14,500 Mexican pesos ($1,199 US Dollars) Engineers 13,800 Mexican pesos ($1,141 US Dollars) The average salary after graduation: 7,500 Mexican pesos ($620 US Dollars)
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Creative’s Guide To Mexico City
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Young creatives are pushing Mexico City’s creative boundaries, with the use of bricks and clicks. The recent explosion of galleries or cinemas-design shop mash-ups and live music proves that Cine Tonala, Vertigo Gallery, and Guru Gallery are the real deal. At the same time, the young chilangos, who are responsible for these new business trends, are taking advantage of today’s more modern forms of collaboration and entrepreneurship through resources like Fondeadora.mx
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Creative’s Guide To Mexico City
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For the first time in a long one, smaller stores and pop-up boutiques like La Lonja Mercantil, is the demand of the local retail market. Cool shops that bounce around throughout the city every few months are defining seasonal trends. Malls are becoming boring, and there’s a strong reaction to prove this. People are spending less time there, and the reason is partly because suburban markets are saturated. “Big-box” retailers and “power centers” that bring high-volume discounters together, in one location, are drawing customers away from the malls. Young creatives are most at home in their neighborhoods so, naturally, want to shop there too. Chilangos look at the street as more than sidewalks and avenues for getting around. They see a scene, their scene. The streetscapes of Centro Histórico, Roma, Condesa and Polanco are urban and beautiful. They are places to meet, interact, and be themselves.
Callejeando
Retail Landscape Overview
Fashion Sport best
Better
Good
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Callejeando
Sport Style
Retail Landscape Overview
sporting goods
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Retail Landscape Overview
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Centro Historico still is one of the busiest shopping colonias of Mexico City. Many of the prestigious department stores of the country such as Liverpool and El Palacio de Hierro opened their first stores here.
Liverpool and El Palacio de Hierro are also in the most famous shopping district in Mexico City, Polanco. There, Marti opened the first athletic sports gear specialty store of its kind in the country.
Both department stores are an architectural tour-de-force in Interlomas + Santa Fe, serving to dispel the myth that the best things are always to be found in the downtown heart of urban agglomerations.
All of them serve the south of the city, including The Athleteâ&#x20AC;&#x2122;s Foot franchise in Mixcoac. Other franchisor is Georgie Boy, specialized in footwear and rapidly expanding in every popular mall center throughout Mexico City, but most importantly covering the east side of the Mexican capital.
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Retail Landscape Overview
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5. Boutique Converse Reforma Av Paseo de la Reforma, Zona Rosa, Cuauhtémoc, 06600 Mexico City, Federal District, Mexico
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10. Boutique Converse Las Americas Ecatepec, State of Mexico, Mexico 11. Boutique Converse Interlomas Valle de Las Palmas, Huixquilucan, State of Mexico, Mexico
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4. Boutique Converse Tezontle Ampliación Ramos Millán, Iztacalco, 08020 Mexico City, Federal District, Mexico
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8. Boutique Converse Satelite Ciudad Satélite, Naucalpan, State of Mexico, Mexico 9. Boutique Converse Ciudad Azteca San Agustín 3ra Sección, 55120 State of Mexico, Mexico
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3. Boutique Converse Nezahualcoyotl El Sol Ciudad Nezahualcóyotl, Federal District, Mexico
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2. Boutique Converse Condesa Hipódromo, Cuauhtémoc, 06100 Mexico City, Federal District, Mexico
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1. Boutique Converse Atizapan Las Margaritas, Atizapan De Zaragoza, State of Mexico, Mexico
Atizapán de Zaragoza Bosque Esmeralda
6. Boutique Converse Masaryk Polanco, Miguel Hidalgo, 11550 Mexico City, Federal District, Mexico 7. Boutique Converse Lindavista Magdalena de Las Salinas, Gustavo A. Madero, Federal District, Mexico
Circuito Exterior Mexiquense
Converse has 24 stores in Mexico. The following 12 are in Mexico City:
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Callejeando
Retail Landscape Overview
converse
Centro Historico isof of the busiest Centro Historico still is one the busiest Centro Centro Historico Historico stillstill is still one is one ofone of thethe busiest busiest shopping colonias of Mexico city. Many shopping colonias of Mexico city. Many of shopping shopping colonias colonias of of Mexico Mexico city. city. Many Many of of of the prestigious department stores of the the prestigious department stores of the thethe prestigious prestigious department department stores stores of of thethe Target Consumer: country such as Liverpool and El Palacio country such as Liverpool and El Palacio country country such such asas Liverpool Liverpool and and El El Palacio Palacio Creative Connector de Hierro opened their first stores here. de Hierro opened their first stores here. dede Hierro Hierro opened opened their their first first stores stores here. here.
Number of Doors: 24 Both department stores Both department stores are an Both Both department department stores stores areare anare an an Converse Sales UNITS: architectural tour-de-force in Interlomas architectural tour-de-force in Interlomas + architectural architectural tour-de-force tour-de-force in Interlomas in Interlomas ++ + 77,026 Santa Fe, serving to dispel the myth Santa Fe, serving to dispel the myth that Santa Santa Fe,Fe, serving serving to to dispel dispel thethe myth myth that thatthat Converse Account Rank UNITS: the best things are always to be found the best things are always to be found in thethe best things things areare always always to to bebe found found in in in 6 best the downtown heart of urban the downtown heart of urban thethe downtown downtown heart heart of of urban urban agglomerations. agglomerations. agglomerations. agglomerations.
P.40
Callejeando
Retail Landscape Overview
P.41
Callejeando
Competitive Footwear Info
P.42
COPPEL
PRICE SHOES
Target Consumer: Core Creative Creative Active Number of Doors: 998 Converse Sales UNITS: 515,867 Converse Account Rank UNITS: 1 Global Competitive Brands: NIKE, ADIDAS, VANS, DC SHOES
Target Consumer: Creative Connector Creative Active Number of Doors: 10 + Catalogue Converse Sales UNITS: 245,758 Converse Account Rank UNITS: 2 Global Competitive Brands: VANS, NIKE, ADIDAS, PUMA
Callejeando
Competitive Footwear Info
P.43
TAF
liverpool
Target Consumer: Creative Connector Creative Active Number of Doors: 92 Converse Sales UNITS: 44,094 Converse Account Rank UNITS: 9 Global Competitive Brands: VANS, NIKE, LACOSTE, SUPRA SKECHERS
Target Consumer: Creative Connector (Creative Active opp) Number of Doors: 92 Converse Sales UNITS: 65,614 Converse Account Rank UNITS: 8 Global Competitive Brands: LACOSTE, LEVI´S, CROCS, TOMMY SKECHERS, VANS, NIKE
MARTÍ
PALACIO DE HIERRO
Target Consumer: Creative Active Number of Doors: 93 Converse Sales UNITS: 23,010 Converse Account Rank UNITS: 15 Global Competitive Brands: NIKE, ADIDAS, PUMA
ANDREA Number of Doors: 92 Converse Sales UNITS: 65,614 Converse Account Rank UNITS: 8 Global Competitive Brands: NIKE, ADIDAS, PUMA
Target Consumer: Creative Connector Number of Doors: 14 Converse Sales UNITS: 22,183 Converse Account Rank UNITS: 13 Global Competitive Brands: VANS, LACOSTE, K-SWISS, ADIDAS