City of Barcelona

Overseeing the experience of a pilot pop-market for new entrepreneurs




Opening entrepreneurship

The labor market is increasingly stressed by global trends, and the support of entrepreneurship emerges as a way to contribute to the generation of employment. At the same time, however, support for entrepreneurship is focused on the project definition stages, often leaving aside sales and direct contact with the audience, where traditionally excluded groups in particular have difficulty generating a customer network. La Pionera piloted a market for people who are just starting out.


The City of Barcelona needed strategic support to implement a new pilot policy facilitating disadvantaged communities' entrepreneurship efforts.


Design research, both of disadvantaged communities and key internal players in the municipality. Strategic design overseeing the final users' experience, coordinating with separated teams of architects and graphic designers (131dg).


+150K visitors during the time the pilot was on.

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Photos by City of Barcelona

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