Porto Maravilha Project 10#years: Megaevents, urban entrepreneurship and social challenges

Porto Maravilha Project 10#years: Megaevents, urban entrepreneurship and social challenges

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Porto Maravilha Urban Operation (PPM) is the largest urban revitalization project ever led by Rio de Janeiro. Launched in 2009, it transformed the port region, through a set of revitalization initiatives, especially in the scope of leisure and tourism, directly interfering in forms of urban use. A bold plan of more than 5 billion dollars destined to revitalize the industrial port district, creating an attractive destination for the waterfront and triggering the development of the entire region. Much of Brazil's African heritage stemmed from this region. Setting for social struggles and cultural events, stage for great figures, it is a unique part of Brazil. Its streets, houses and churches reveal much about the formation of Brazilian identity. Over the past decade, PPM has set itself beyond the reproduction of its international precedents, going far off its speculative project of planned gentrification by a neoliberal State, driving important impacts on cultural heritage and history. Operating a discourse of replacing symbols of a remarkable past, it grounded its strategies in order to build a new history based on the spectacle, with elements of controversial conception of culture, in everything inherent to the project of the commodity city underlying the operation. Regardless, it came across tough groups, whose confrontation trajectory gives one of the most important characteristics to the place: social engagement. This communication aims to present strategies adopted by collectives, artists, intellectuals and residents of the region to block the attempt to overlapping the history and culture of that territory, by that city of tomorrow created in mega events context. Specially, to illustrate how two distinct conceptions of culture dispute the history of a territory: the centrality of cultural dimension in the city-enterprise and the culture of the spectacle as a core element of this urban operation.

Corresponding Author

Simone Amorim


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Simone Amorim


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Preferred Track

7. Urban competitiveness and social challenges

Second Preferred Track

1. Mega-events and mega-projects: trends and demands

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