The ‘Creaticity’ project stands as an unprecedented initiative that has brought together both public and private sectors with the aim of redefining the city of Lages and positioning it as a beacon of purpose-driven branding.

Leading this effort is Glóbulo, a company based in Florianópolis, which undertook the task of developing the project in collaboration with over 2,000 residents of Lages. Following six months of concerted efforts, the city’s potential was meticulously assessed across eight key domains, culminating in the formulation of a comprehensive set of guiding principles. These guidelines have set the stage for ambitious targets to be achieved by 2028, with a central focus on the community itself serving as the driving force behind Lages’ transformation into a realm of opportunities and untapped potential.

In addition to the dimensions of economic development, the project also delved into the city’s geographical landscape, a responsibility entrusted to Humanität. “The city must not be reduced to a mere transitional space between home and work. We must envision the city as a vital support system for everyday life, offering residents an enhanced quality of life. What can the city offer its inhabitants? We must contemplate gathering spaces that allow people to reflect, celebrate, unwind, and embrace their roles as active citizens. This is especially crucial in Lages, where over half the population earns a monthly household income of less than $400. Our project faced the challenge of envisioning how people will inhabit the city and how we can encompass the entire populace,” elucidates Carolina Nunes, Urban Ecosystem Architect at Humanität.

“We have conducted an extensive analysis of the city’s territory, pinpointing its potential and opportunities, with a particular emphasis on enhancing residents’ quality of life. Concurrently, we have aimed to render the city more appealing to individuals seeking a lifestyle that affords them more contemplative time. One of our goals is to position Lages as a magnet for remote workers in the innovation industry. Today, there is no longer a need to reside in a bustling urban center in pursuit of employment opportunities. Work can be accomplished through the internet,” elucidates Walter C. Weingaertner. “For instance, a quarry with a concession set to expire in a few years could be transformed into a sprawling lake, enveloped by a park, offering people the opportunity to swim and relax.”

The project has yielded eight conceptual proposals for the city of Lages, presenting a diverse array of ideas that encompass the establishment of central hubs within neighborhoods, the creation of expansive linear parks traversing the entire city, and even the reconfiguration of certain traffic thoroughfares. A concise summary of these proposals is available at www.novostropeiros.com.br

Here is an illustration of the concept for the ‘Great Bridge’ River:

Watch the video with the conceptual proposals:

 

Check out the seven main goals of the New Tropeiros movement that is fully available at www.novostropeiros.com.br

1. Elevating Santa Catarina Mountains as Santa Catarina’s Premier Tourist Destination

This objective is founded on the idea of enhancing the entire tourism sector in the ‘Serra Catarinense’ (Santa Catarina Mountains), with the aim of uncovering the unique attributes of each of its 18 municipalities and harnessing their full potential. This entails creating a tourism route that seamlessly connects with other macro regions, such as Serra Gaucha, Coastal Santa Catarina, Beaches, and Midwest Santa Catarina.

2. Positioning Lages Among the Top 10 HDIs in the State

Currently ranked 50th in the state’s HDI (Human Development Index) standings, Lages aspires to improve this ranking by focusing on three pivotal areas: healthcare, education, and income. It is crucial to underscore that each of these ecosystems should explore new avenues for advancement beyond the conventional investments and efforts of the public sector. Progressing these indices necessitates stronger community engagement and collaboration.

3. Achieving the Best GINI Index in Santa Catarina

Lages currently ranks among the 15 cities with the highest social inequality levels in the state of Santa Catarina. To rectify this situation, it is imperative to eliminate the deeply rooted ‘coronelismo’ mindset prevalent in the city, wherein a select few families wield disproportionate decision-making power, shaping the local business landscape. (…)

Numerous initiatives can be pursued, including a revitalization of local agriculture, vocational training in creative fields, opening the city to foreign technologies, fostering international exchanges, and creating opportunities for high-value-added enterprises.

4. Becoming the Primary Territory in Brazil for Products with Geographical Indication

Santa Catarina currently boasts only two products with registered Geographical Indications, with two others in the registration process, pending further clarifications. Products with Geographical Indications bolster local economies and contribute to the crucial territorial positioning required for global recognition as a tourist destination. It is of utmost importance to galvanize the community, collaborating with both public and private entities, to register a myriad of products with their respective geographical indications, establishing Lages as the foremost territory in Brazil for such products.

5. Emerging as the Principal Hub for Remote Work in the Innovation Industry in Santa Catarina

Presently, Lages ranks at the bottom in terms of average salaries and educational attainment among IT professionals. The IT sector experiences consistent growth each year, providing a promising opportunity to integrate Lages’ young, underutilized workforce into the IT job market. Given that 70% of software developers already prefer remote work, especially in the Big Data segment, developing software programmers and architects should be a strategic direction for the city of Lages.

6. The 50-50 Program

According to the World Economic Forum, a study involving 230,000 participants over 30 years found that individuals engaging in at least 50 minutes per week of moderate-intensity physical activity, such as light jogging, experienced a 27% lower risk of mortality during the study period, irrespective of the cause, compared to non-runners. Specifically, running was associated with a 30% lower risk of death from heart disease and a 23% lower risk of cancer-related mortality. Lages, endowed with extensive forested areas and parks, should leverage these spaces to promote physical activity and facilitate contact with nature, thus positively impacting the health of its residents.

7. Application for the Title of World Design Capital

The World Design Capital ® (WDC), designated biennially by the World Design Organization ™ (WDO), recognizes cities for their effective use of design in propelling economic, social, cultural, and environmental development. Through a year-long event program, the chosen city showcases exemplary sustainable, policy-driven urban innovations that enhance the overall quality of life. Past WDC recipients include Torino (Italy) in 2008, followed by Seoul (South Korea) in 2010, Helsinki (Finland) in 2012, Cape Town (South Africa) in 2014, and Taipei (Taiwan, Chinese Taipei) in 2016. Mexico City (Mexico) held the title in 2018, while Lille Métropole (France) earned the designation for 2020.

 

Sponsors

The companies Klabin, NDD, Banco da Família, Expert Engenharia, Flex, Transul, Engie, CJ Automotiva, Voskko, Posto Guarujá and Serrana Engenharia paid 100% the costs of development of Creaticity. With full support from Lages City Hall, as well as partners from Orion Technology Park, SEBRAE, CDL, ACIL Young, FIESC, Sul Florestas, Cisama, Le Conrad, MAP Hotel and MsM Aerial images, Lages has, from its birthday of 253 years, an unprecedented plan in the State to project itself into the future neatly and purposefully.