Barcelona's New Mayor Aims To Put Citizens Ahead Of Tourists
Bloomberg Businessweek|September 28 - October 4, 2015
Ada Colau, Barcelona's new mayor, vows to fight inequality by sending tourists packing.
Stephen Faris
Barcelona's New Mayor Aims To Put Citizens Ahead Of Tourists

In 2007, Ada Colau put on a black leotard, a yellow cape, and a Zorro mask and gate-crashed a campaign rally in Barcelona. For two and a half minutes, Colau commandeered cameras, holding up a cardboard sign—“Housing Out of the Market, Like Education and Health”—while she delivered a speech on irresponsible development. “We don’t want to hear that the solution is to build more,” Colau told the crowd gathered in the small city square. “We have devastated our territory more than enough. There are a lot of houses. What we need is that these houses fulfill their social role.” When she was done, she dashed between a pair of parked cars and sprinted down the street.

She didn’t know it then, but her appearance as a superhero was one of the first steps on a path to city hall. In June she was elected mayor of Barcelona, with the support of a coalition of leftist political parties. She campaigned on fighting inequality.

The Spanish economy in 2007 was afloat on an enormous housing bubble, and real estate was rapidly becoming unaffordable. She had launched a prescient protest. “The government was making a show of success: ‘The Spanish Miracle,’ ” says Colau, 41. She’s wearing a long, casual cardigan sweater and sitting at a small conference table in a corner of her office. “But the people were already suffering, because the prices of houses were very high.” Donning the mask and cape—and videotaping the stunt— was a way to call attention to an issue she felt none of the candidates for mayor were appropriately addressing. “In a media culture like ours, you have to find ways to be seen and heard,” she says. “It worked well. The message was, ‘You have to be a superhero to survive in this city.’ ”

Bu hikaye Bloomberg Businessweek dergisinin September 28 - October 4, 2015 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Bloomberg Businessweek dergisinin September 28 - October 4, 2015 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

BLOOMBERG BUSINESSWEEK DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 dak  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 dak  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 dak  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 dak  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ dak  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ dak  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 dak  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 dak  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 dak  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 dak  |
March 20 - 27, 2023