Barcelona Oberta launches a campaign to reconnect Barcelona residents with the heart of the city

Under the title “Coming to the centre or what?”, Barcelona Oberta, with the support of Barcelona City Council, has launched a vibrant musical and audiovisual initiative to reconnect citizens with the city centre.

Barcelona, 27 October 2025. — Barcelona Oberta, the association bringing together the main commercial areas in the city centre, presents a new campaign entitled “Coming to the centre or what?” — a fresh, direct and optimistic call to action aimed at repositioning Ciutat Vella as a vibrant, creative meeting point for Barcelona residents. Watch the music video

The initiative, developed by Anverso Agency with the support of Barcelona City Council, combines an urban musical piece — blending rap and reggaeton — with a video of raw, emotional aesthetics, filmed across the streets and commercial districts of Ciutat Vella. The goal is to mobilise city residents towards the centre, not only physically but emotionally: “We want people to feel that the centre belongs to them, that it is the beating heart of Barcelona,” say its creators.

The music video captures everyday life, local commerce, culture and the diversity of the streets of El Born, Plaça Reial, Porxos del Port, Barceloneta, the Gothic Quarter, Barnacentre, Via Laietana, the Waterfront, La Rambla and Pelai. The song, with its infectious rhythm, is an invitation to return to the centre — ‘Ciutat Vella is alive, come and feel it’ — and stands as a true anthem of positive energy, inviting people to rediscover the city centre with fresh eyes.

“Coming to the centre or what?” is more than a campaign: it is an invitation to reconnect with the city, its life, its people and its commerce.

A multichannel strategy to reach everyone

The campaign will be promoted through a comprehensive digital strategy combining: YouTube and Prime Video, Spotify, TikTok and Meta, to engage both young and family audiences through short-form visual content. With an estimated reach of over 2 million impressions and a coverage of 32% of the target audience, the initiative embraces a close, modern and emotional form of communication — integrating music, imagery and social media to reactivate activity in the city centre.

Barcelona Oberta aims to energise the city from its very heart, transforming Ciutat Vella into a space of coexistence, culture and vitality.

X Barcelona Oberta Summit

The music video was unveiled at the latest Barcelona Oberta Summit, held on 21 October at Casa SEAT, which this year focused on how to improve the city’s historic district under the title “Més x Ciutat Vella” (More for Ciutat Vella).

The X Summit brought together visions, experiences and proposals that, from a constructive perspective, sought to contribute to reimagining the centre of Barcelona as a space with a future. The initiative advocates for a Ciutat Vella that combines economic vitality with quality of life, integrates innovation with respect for local values, and strengthens the bond between residents, public administration and the productive fabric of the city.

Watch the X BO Summit — highlights

“Ciutat Vella is the historic centre, ground zero of the city. We must ensure it remains a liveable and dynamic space. We cannot allow it to remain as it is — action is needed on two fronts: in the management of the district, to address issues such as cleanliness, safety and why residents are leaving; and in promotion, focusing on managing the commercial offering and running campaigns to drive economic activity,” said Gabriel Jené, President of Barcelona Oberta, in his opening remarks.