“The new generations have the power and responsibility to shape Barcelona's future” by Helena Oller
Helena Oller Biurrun is Product Manager at Filmin.
What do you expect from the Barcelona of 2040?
From the Barcelona of 2040 I expect evolution, innovation and sustainability, without losing its essence. It is not enough to be admired internationally; it is also important that those of us who live here feel that we are part of that progress. I aspire to a city that grows with balance, where its inhabitants can enjoy a better quality of life while we continue to be a global reference.
With which city would you compare Barcelona to?
Barcelona has a unique idiosyncrasy that makes it difficult to compare directly with other cities. Its mix of history, Mediterranean culture and innovative spirit gives it an identity of its own that is recognized worldwide. However, in certain aspects we can see echoes of other European cities such as Lisbon, for its housing challenges and coastal character; Berlin, for its ability to attract international talent and innovate; or Amsterdam, for its focus on sustainability and urban mobility. Even so, Barcelona remains incomparable in its essence and character.
What model of city do you think Barcelona should be like?
We can draw inspiration from cities such as Copenhagen or Amsterdam for their focus on sustainable mobility, quality of life and integration of green spaces. At the same time, it is essential that Barcelona respects its identity and addresses its specific needs, balancing innovation, sustainability and citizen well-being.
What is the main challenge that Barcelona needs to face in the coming years?
Housing and tourism are two of the main challenges facing Barcelona. It is essential that policies seek a balance between economic growth and quality of life for citizens, to avoid “dying of success”. Although both are complex problems, coordinated management is key to ensuring sustainability and urban well-being.
What do you think should be the role of the new generations and their involvement in the development of the city?
The new generations must play a fundamental role in the development of Barcelona. We have the power and responsibility to shape the future of the city, and our involvement is key to ensure a sustainable and inclusive evolution. It is not just a matter of being given a voice, but of being actively involved in the decision-making and co-creation processes that will define the course of Barcelona.
Our ability to innovate, our open vision and our passion for change are essential to keep Barcelona as a global benchmark city. We bring not only energy and creativity, but also a sensitivity to current challenges such as climate change, sustainable mobility and social equity. It is our responsibility to offer innovative solutions to these challenges, and it is the task of previous generations to provide us with the tools and spaces to do so.
What business sectors do you think Barcelona needs to focus on?
Culture is the core of Barcelona, where our true identity resides. It is not just another sector, but the space where the city evolves, reflecting its social diversity. Culture plays a fundamental role in social cohesion and inclusion, creating meeting spaces that show the richness of our diversity. A good example is the Audiovisual Cluster of Catalonia, which integrates creativity and technological innovation, and has allowed Barcelona to position itself as a benchmark in audiovisual production.
Promoting sectors such as this not only strengthens our global competitiveness, but also reaffirms culture as a fundamental pillar of our essence, bringing society together and celebrating the diversity that defines us.
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