The Barcelona City Council and Adobe Systems, the multinational software company, have inked an agreement to build the City Branding Lab in Barcelona. The objective: Innovate and experiment with solutions that favor the city’s competitiveness, while simultaneously improving the quality of life for its citizens. As we move ever closer towards a global society and the borders between countries blur, cities will have to fight to attract and retain the highest quality of talent and innovation in order to remain competitive on a international scale.
The preliminary contract was signed by the Mayor of Barcelona, Xavier Trias, and the Chairman for Adobe Europe, Mark Zablan, at the Smart City Expo going on this week in the Catalan capital.
“The City Branding Laboratory will allow Barcelona and other cities to work on their digital brands, in order to provide the general public with digital services and attract more tourists and trade to the city,” says Zablan.
The new public-private initiative will live in the Barcelona Growth Centre and will become operational in 2015. The first order of business: develop a digital welcome pack that will improve the experience of international visitors who are researching Barcelona using digital technology.
To learn more about the upcoming Digital Branding Lab visit: