​​Picasso City

City Picasso is the first formalization of the research and artistic creation Surviving Picasso / Surviving to Picasso, which deals with the process of (re)invention of the imaginary city of Malaga on the fact that it is the birthplace of the most famous artist XXth century.

The genius of Picasso popularly perceived to be near to the myth of King Midas, for his ability to turn anything into gold mode. Any company – and, of course, the city understood as a company that proposes neoliberal capitalism – look at Picasso branding with an opportunity to business hard to beat.

It is difficult to imagine a more appropriate label to brand than Picasso when cities aspire to the compete between each other as a characteristic of the new post-industrial economy, the struggle to attract investment, “flagship ” activities and visitors in the global tourism market. The proven effectiveness of the name Picasso adds the prestige of its symbolic capital both as a perfume to a restaurant (it is said that the name say is most used in pizzerias worldwide), or a car, and not just anyone : in Spain, the Citroën Picasso is the police car.