The New Barcelona Post talks this month with Helena Oller Biurrun, one of the young people participating in Barcelona 2040, the leadership and city program taught by Barcelona Global. The objective of this series of interviews is for this new generation of leaders to share their vision for the Barcelona of the future they aspire to, as well as their impact proposals to improve it.
Oller is currently a Product Manager at Filmin. Oller's goal is to contribute to the innovation and transformation of the audiovisual industry, combining her experience in business strategy and her interest in Artificial Intelligence.
--- What do you expect from Barcelona in 2040?
--- From Barcelona in 2040, I expect evolution, innovation, and sustainability, without losing its essence. It's not enough to be internationally admired; it's also important that those of us who live here feel 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 benchmark.
--- 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 its own globally recognized identity. However, in certain aspects, we can see echoes of other European cities like Lisbon, due to housing challenges and its 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 city model do you think Barcelona should resemble?
--- We can draw inspiration from cities like Copenhagen or Amsterdam for their focus on sustainable mobility, quality of life, and the 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.
"Barcelona has a unique idiosyncrasy that makes it difficult to compare directly with other cities"--- What is the main challenge Barcelona must solve in the coming years?
--- Housing and tourism are two of the main challenges Barcelona faces. It is essential that policies seek a balance between economic growth and the quality of life of citizens, to avoid dying from 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 new generations and their involvement in the development of the city?
--- 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 guaranteeing a sustainable and inclusive evolution. It is not just about giving us a voice, but about actively involving ourselves in decision-making and co-creation processes that will define Barcelona's direction.
Our capacity for innovation, our open vision, and our passion for change are essential to keep Barcelona as a global reference city. We not only bring energy and creativity but also a sensitivity towards 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.
"Housing and tourism are two of the main challenges Barcelona faces"--- Which business sectors do you think Barcelona should bet 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 which has allowed Barcelona to position itself as a benchmark in audiovisual production.
Promoting sectors like this not only strengthens our global competitiveness, but also reaffirms culture as the fundamental pillar of our essence, uniting society and celebrating the diversity that defines us.