Festivald’arquitecturade Barcelona

Architecture is culture!Open House Success: Open House Worldwide.

Significant activities related to the festival:- New line of activities Open Extra

Participation.VolunteersCommunication

- Internet app as a point of reference.- Social media.- Merchandising and ad campaigns. - App- Press:

Printed news impact evaluation

SponsorsAnnexes:

- 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

The cultural association 48h Open House Barcelona for the divulgation of the architec-tural 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 diffe-rent 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 archi-tecture 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 Catalo-nia, 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 metropo-litan 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.

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Architecture is culture!

Last, but not least, we would like to give special importance to the public response du-ring 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 sub-domain 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 organiza-tion 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.

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Open hOuse success: Open hOuse WOrldWide

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.

Open House participants:LondonNew YorkDublinTel AvivJerusalemHelsinkiMelbourneGalwayBarcelonaSloveniaChicagoRomeLisbonAdelaideBudapestPerthBrisbaneAthensGdyniaThessalonikiLimerickViennaBuenos Aires

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 deve-lopment 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.

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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 photo-graphic 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.

OpenfOtOPrize for the winner of the 3rd edition OpenFOTO contest, funded by the Cafur Real Estate by Manuel Brullet

press cOnferencePress 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 BuildingsArchitects, 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 per-sonal experiences.

invited cityOur interest in spreading the idea of Open House made us pass the limits of our home-town of Barcelona, making the room for the new section of The Invited City Festival (with the participation of Santa Coloma de Gramanet).

BlOggers’ MeetingThe 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 MAcAyAOpen Extra and La Caixa Fundation workshops to promote the re-opening of La Casa Macaya as a new social centre of “La Caixa”

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 thoseitineraries, promoting the knowledge of architectural heritage among visitors.

Practica elMacaya!

Practica elMacaya!

PalauMacayaPasseig de Sant Joan, 10808037 BarcelonaTel. 934 579 531

Horari d’atenció a l’usuariDe dilluns a divendres,de 10 a 14 h i de 16 a 20 h

Servei d’Informacióde l’Obra Social ”la Caixa”Tel. 902 223 040De dilluns a diumenge, de 9 a 20 hwww.laCaixa.es/ObraSocial

CARRER DE BAILÈN

AVINGUDA DIAGONAL

AVINGUDA DIAGONAL

CARRER DE ROGER DE FLOR

CARRER DE PROVENÇA

CARRER DE M

ALLORCA

CARRER DE ROSSELLÓ

CARRER DE

VALÈNCIA

PASSEIG DE SANT JOAN

PASSEIG DE SANT JOAN

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 pre-vious 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.

SARRIÀ - SANT GERVASI12 EDIFICIS / EDIFICIOS / BUILDINGS

5.000 VISITANTS / VISITANTES / VISITORS

SANTS - MONTJÜIC13 EDIFICIS / EDIFICIOS / BUILDINGS

4.000 VISITANTS / VISITANTES / VISITORS

HORTA - GUINARDÓ10 EDIFICIS / EDIFICIOS / BUILDINGS

1.500 VISITANTS / VISITANTES / VISITORS

EIXAMPLE23 EDIFICIS / EDIFICIOS / BUILDINGS

10.000 VISITANTS / VISITANTES / VISITORS

SANT MARTÍ23 EDIFICIS / EDIFICIOS / BUILDINGS

9.000 VISITANTS / VISITANTES / VISITORS11.000 VISITANTS / VISITANTES / VISITORS

CIUTAT VELLA28 EDIFICIS / EDIFICIOS / BUILDINGS

LES CORTS7 EDIFICIS / EDIFICIOS / BUILDINGS

2.000 VISITANTS / VISITANTES / VISITORS

GRÀCIA13 EDIFICIS / EDIFICIOS / BUILDINGS

3.000 VISITANTS / VISITANTES / VISITORS

NOU BARRIS8 EDIFICIS / EDIFICIOS / BUILDINGS

500 VISITANTS / VISITANTES / VISITORS

SANT ANDREU10 EDIFICIS / EDIFICIOS / BUILDINGS

1.500 VISITANTS / VISITANTES / VISITORS

BArcelOnA: 10 districts / 136 Buildings / 47.000 visits

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

4th editiOn Of the 48h Open hOuse Bcn:

edificis:BIBLIOTECA SINGUERLÍN

COMPLEX LA PALLARESA

EDIFICI FONDO. BIBLIOTECAEDIFICI FONDO. LLAR D’INFANTS EDIFICI FONDO. MERCAT

ESTACIÓ FONDO <M> L9ESTACIÓ SINGUERLÍN <M> L9

INSTITUT LA BASTIDA

RECINTE TORRIBERA. EDIFICI LA MASIARECINTE TORRIBERA. EDIFICI LA TORRERECINTE TORRIBERA. ESGLÉSIARECINTE TORRIBERA. PAVELLÓ GAUDÍRECINTE TORRIBERA. PAVELLÓ MONTSERRAT

TORRE PALLARESA

27.000

2010 2011 2012 2013

35.000 47.000 49.000

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 agree-ments 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.

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%

percentAge

2010

700850

10001200

2011 2012 2013

cOMMunicAtiOn

WeB ApplicAtiOns As A pOint Of reference48hopenhousebarcelona.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.

sOciAl MediASocial media participation and the increase of the followers are:

Facebook: 6.096 present followers, increase of 77% as of 2012Twitter: 2.288 present followers, increase of 60% as of 2012Instagram: 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 GramenetOpenFOTO 2013 contest- Josep Llobet prize Opengram 2013 contest

Web 48hopenhousebarcelona.org

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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 inte-rest 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.

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App Improvement of the new mobile application:

Filters: we improved the search filters according to: style, typology, district and the Invi-ted 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 € (700 downloads).

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press: printed neWs iMpAct evAluAtiOnThe 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

Mitjans digitals tipus butlletins on-line, blocs, etc.

Versió digital de mitjans referència tipus La Vanguardia, El País, agències de notícies, etc

Televisió

Ràdio

Mitjans impresos de referència tipus La Vanguardia, Time Out, etc.

Total d’aparicions ‘48H Open House BCN’

ApAriciOns infOrMAtives

236

57

11

14

35

353

vAriABles clAu de vAlOrAció

Audiència acumulada Nº persones exposades a la informació

Difusió Nº exemplars distribuïts (impresos) el dia de l’aparició

Valor econòmic aparicions (en euros)Avaluació dels impactes en termes de preu publicitari, en base a les tarifes oficials vigents de cada mitjà

tOtAls

47.310.480

1.474.474

591.558 €

spOnsOrs

VOLUNTARIATGràcies 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

EDIFICISGràcies als 150 edificis que obriran les seves portes durant el 48H OPEN HOUSE BARCELONA

Escola Tècnica Superiord’Arquitectura del Vallès

www.dortoka.com

Annex 1: stAtistics Of the entries tO the MOst visited Buildings

Palau Baró de Quadra

(Nou) Museu Nacional d’art de Catalunya

(Nou) Col·legi d’economistesde Catalunya

(Nou) Mercat del Born

Palau Macaya

(Nou) Antiga Nau-Taller Oliva Arté

Casa Sayrach – Casa Montserrat

Palau Moja

Sala Parés

Antiga Fàbrica D’estrella Damm

(Nou) edifici Disseny Hub Barcelona

Palau de la Virreina

Casa Pérez Samanillo (Círculo Ecuestre)

Umbracle

(Nou) Teatre Principal

375

392

455

441

380

603

849

1288

650

617

526

704

970

406

391

380

456

616

439

429

650

718

876

875

1850

2153

1404

130

71

93

56

100

65

142

161

163

111

140

113

231

269

148

781

783

835

897

996

1042

1278

1288

1300

1335

1401

1579

1850

2153

2374

Saturday Sunday Visits/HourTotal

Annex 2: press kit Of the 48h Open hOuse BArcelOnA 2013

televisiótítol article 150 edificis obren portes pel 48h Open House BCNEl 48h Open House BCN tanca amb rècord de visitants150 edificis obren portes al Open House Barcelona50.000 visitants per veure 150 edificis singulars de Barcelona i el seu entorn en la 4a. edició de l’Open HouseEl ‘Openhouse’ de Barcelona permite visitar gratis edificios emblemáticos de la ciudad

preMsA escritAtítol article Llave en mano48 hores per visitar els interiors poc vistos d’edificis singularsBarcelona mostra la seva arquitecturaCap de setmana sense panysElisenda Bonet Directora 48H Open House Open House: portes obertes en 150 edificisLa ciudad descubre sus intimidades a los barcelonesesDescubriendo la arquitectura‘Striptease’ arquitectònicPer als amants de la ciutatBarcelona obre al públic 150 edificis singularsUnas 50.000 personas se interesan porvisitar los 150 edificios del Open House

internettítol article Vuelve el 48H Open House BarcelonaSanta Coloma abrirá edificios durante la Open House BCN150 edificios barceloneses abren sus puertas este fin de semana en el 48H Open House48h 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 metropolitanaUn 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 HouseLa Torre Banc Sabadell, uno de los edificios que se podrán visitar en el Open House BarcelonaEste fin de semana llega la cuarta edición de 48H Open House BarcelonaVine a conèixer el nostre patrimoni arquitectònic. Open House Barcelona a la Rambla10 recomendaciones para el 48H OPEN HOUSE BARCELONA48 Open House Barcelona: El PRBB obre les seves portes aquest cap de setmana48h Open House BCN - Ateneu BarcelonèsVISITAS A EDIFICIOS: 48 Open House Barcelona48H Open House Barcelona 2013: este fin de semana, puertas abiertas a la arquitecturaLa UB obre al públic alguns dels seus edificis més emblemàtics amb motiu del 48h Open House BCNQuins edificis no et perdràs del 48h Open House?El festival d’arquitectura ‘48H Open House Barcelona’ voreja les 50.000 visitesEl festival d’arquitectura ‘48H Open House BCN’ frega les 50.000 visites, un 5% més que l’any passatEl festival de arquitectura ‘48H Open House Barcelona’ roza las 50.000 visitas50.000 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 passatBarcelona obre al públic 150 edificis singulars

publicacióBTVBTVTV33/24ANTENA 3

publicacióGPSQuadern CatalunyaLa VanguardiaEl PeriódicoEl PeriódicoAraLa RazónEl PaísEl PeriódicoLa VanguardiaEl Punt AvuiLa Vanguardia

publicacióOnelperiodico.comlainformacion.comtimeout.cat i timeoutbarcelona.eseuropapress.esabc.esw110.bcn.catlavanguardia.comblog.bancsabadell.cominterioresminimalistas.comlaramblabcn.comq9magazine.comportal.prbb.orgateneubcn.orgdocomomoiberico.comdiariodesign.comub.edubtv.cateuropapress.catacn.catlavanguardia.com324.catara.catelpuntavui.cat

data19/10/1320/10/1320/10/1320/10/1320/10/13

distribucióEspanyaCatalunyaEspanyaZetaCatalunyaPaïsos CatalansEspanyaEspanyaZetaEspanyaCatalunyaEspanya

distribucióEspanyaCatalunyaEspanyaCatalunyaEspanyaEspanyaBarcelonaEspanyaEspanyaEspanyaBarcelonaEspanyaInternacionalBarcelonaPeninsularEspanyaInternacionalBarcelonaCatalunyaCatalunyaEspanyaCatalunyaCatalunyaCatalunya

data17-19/10/201314/10/1316/10/1316/10/1316/10/1319/01/1320/10/1320/10/1320/10/1320/10/1321/10/1321/10/13

data16/10/1316/10/1316/10/1316/10/1316/10/1316/10/1316/10/1316/10/1317/10/1317/10/1317/10/1317/10/1317/10/1317/10/1317/10/1317/10/1317/10/1317/10/1320/10/1320/10/1320/10/1320/10/1320/10/1321/10/13

programaNoticiesNoticiesTelenotícies MigdiaReportatgeNotícies

seccióPlanesAgendaViureGran BarcelonaNoms propisCulturaSociedadCataluñaGran BarcelonaViureOciViure

seccióEventos BarcelonaEspañaQuè fer… Que hacer…catalunyaAgenciasNotíciesBarcelonanotíciesnotíciesQuadernArtículonotíciesnotíciesnotíciesnotíciesnotíciesculturanotíciesnotíciesnotíciesOci i culturaCulturaSocietat

distribucióBarcelonaBarcelonaCatalunyaCatalunyaEspanya

grupVocentoPrisaGodóZetaZetaPremsa Periòdica AraGrupo PlanetaPrisaZetaGodóHermes ComunicacionsGodó

Annex 3: iMAges Of the 48h Open hOuse BArcelOnA 2013