Inside an old mansion - which is castle-like because of cold exposed brick, tall hollowed-out archways, and multiple levels with bridges weaving across cavernous central patios - instagram held a party.
The house had been in decay and the old parlor rooms had cracked apart and fallen in like a dungeon. The hand-poured glass had fallen out like teeth. A man saw four stories of abandoned city-center 17th century decrep inid ruins as an investment. He restored the building and filled it with art: local artists' cell phone camera pix of Mexico City, gelatin printed and framed, to fill the restored halls, accompanied by a dj and local organic mezcal. LOOK WHAT WE CAN DO with this neighborhood.
What's going on? The intersection of real estate PR, community documentary, viral tech, colonial history, urban development and art curation?! Yes. And this is 100% Mexico City today. The potential of restoring this city to prior glory requires wild juxtapositions of champions. This is the city of the luchador hero, (lucha libre translates as "free struggle"), the continental conquistador, and the aztec jaguar god, in reverse historical order. The city's most innovative neighborhood (Roma) was once a floating farm, a playground of art nouveau mansions, and a jungle of ancient informal trade depots. Now, it is where techies and hipsters ride free government-funded ecoBicis between organic food stores and discuss green interior design for low-income housing projects.
These juxtapositions make Mexico City one of the realest places in the world to learn about the interdisciplinary necessity of technology. How did instagram become the main event to Re- launch an old castle in the "scariest" area of the federal district? Internet tech is the new language that unites everything, so we have an amazing postmodern opportunity and duty to create new wild champions.
And THIS is the type of thinking where businesses will unlock brilliant, flexible ideas, especially in marketing in emerging markets.
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