Cine Curto 2.0
Designing Cultural Evolution Through Inclusive Innovation
Cine Curto sought to diversify its revenue streams and expand its operations to weekdays and mornings. Known for its vibrant night-time life, the venue aimed to break free from its established positioning to attract a broader audience designing cultural evolution through inclusive innovation
A Fellowship Journey Led by: Empathetic Discovery | Inclusive Strategy | Tomorrow-Ready Identity | Flexible Visual Systems | Welcoming Design | Visual Storytelling | Illustration
How might we reimagine Espacio Curto as an inclusive, round-the-clock cultural nexus while preserving its nightlife essence? We aim to craft a brand experience that resonates across diverse audiences and timeframes.
Through an immersive sprint workshop with Curto's internal team and vendors, we doodled our way to innovative solutions. Our collaborative process involved:
1. Mapping the ecosystem of stakeholders and their interconnected roles
2. Decoding the alchemy of value creation and capture
3. Unearthing growth opportunities aligned with Curto's mission, strengths, and desired impact
Central to our strategy was the birth of "Fito," a brand mascot that evolved from Cine Curto's logo and was named after original founder Adolfo Curto. Fito became more than a mascot—a friendly cultural ambassador, bridging Curto's past with its expansive future. We integrated this character into a refreshed brand system, pairing it with an innovative waste management program that turns sustainability into a revenue stream. This holistic approach revitalized Curto's image while providing a cohesive narrative for its expanded offerings.
The reimagined Curto has yielded transformative results:
- Diversified Revenue Streams: New opportunities capitalized; new savings realized
- Expanded Audience: Evolving recognition as an all-day cultural haven
- Enhanced Brand Identity: Fito embodies Curto's commitment to inclusivity and education
1. Temporal Brand Expansion
- Reimagine your brand's relationship with time, extending your relevance across different parts of the day.
- Design experiences that adapt to the changing rhythms of your community.
2. Collaborative Innovation Sprints
- Engage diverse stakeholders in intensive design workshops to uncover hidden opportunities.
- Use collective creativity to map complex systems and identify leverage points for change.
3. Mascot as Cultural Bridge
- Develop brand characters that embody your values and facilitate connection across diverse audiences.
- Use mascots as educational tools to guide patrons through new experiences and offerings.
4. Sustainable Revenue Design
- Integrate environmental initiatives into your core business model, turning sustainability into a value proposition.
- Design circular systems where waste becomes a resource for new experiences or revenue.
5. Inclusive Experience Architecture
- Craft spaces and programs that resonate with diverse audience segments throughout the day.
- Design flexibility into your venue to accommodate a spectrum of cultural expressions.
6. Heritage- Fueled Innovation
- Draw inspiration from your history to fuel future innovations.
- Use elements of your past (like founder names) to create meaningful connections with new initiatives.
7. Edutainment Brand Strategy
- Blend education with entertainment to create engaging experiences that attract and retain diverse audiences.
- Use your brand assets (like mascots) to make learning about your offerings fun and memorable.
8. Adaptive Brand Ecosystem
- Design a flexible brand system that can evolve with your expanding offerings.
- Create modular brand elements that can be reconfigured for different contexts and audiences.
9. Historical- Future Fusion
- Blend elements of your company's past with visions of its future in your design.
- Create a visual narrative that honors your legacy while inspiring future innovation and adds room for upgrading your content.
By embracing these strategies, we're not just rebranding a venue but designing a cultural evolution. This approach transforms Espacio Curto from a nighttime hotspot into a dynamic, inclusive cultural ecosystem that pulses with life around the clock.
