The baclone hub: a space where artificial intelligence approaches as an opportunity

He He is Hub Barcelonawhich occupies 400 square meters on Badajoz 129 street in Barcelona, ​​is born with the vocation of being the space where creativity and technology take your handwhere the IA is revealed as a tool that enhances creativity. Thus, it will become a headquarters of startups and creators whose value proposal artificial intelligence plays a key role, and, at the same time, will maintain a continuous program of events, talks and workshops aimed at the creative community.

«The generative AI is the last of the great transformations. We want address it from an inspiring vision. We firmly believe in the capacity that technology has always had to open new narratives, connect disciplines or, simply, generate new ways to create », state Marcelí zuazuacreator of the Hub Barcelona and CEO of the agency Herraizsoto & co.

Artificial intelligence as an opportunity for creativity

When they talk about «Creative community», The promoters of the project refer to all offices whose processes are based on creativity, whether creative of the advertising or design sector, or the most varied areas of creative industries, from photography, cinema, animation, illustration, music or writing to fashion, art or architecture.

«The generative AI does not only try to optimize processes or reduce costs; It is an open door to creative reinvention. He is not here to replace talent, but to amplify it, to release new forms of expression and make possible what he seemed unattainable before, ”says Zuazua.

I will be formed by a team with experts

In its first months of journey, the IA Hub has already organized twelve talks with experts in AI and creators who have been working with AI for some time.

• Daniel Solanafounder and soul of Doubleyou, explained the creative process with AI that launched very experimentally for his fourth book, recently published, Expendable material.
• Anna DiazMember of the Hamill Industries artistic duo, presented the proposal for scenic and visual design that they developed for performance Mere Mortals with which San Francisco’s ballet started its 2024 season.
• Marco Petrucci, motion designerHe said how AI has been incorporated into the daily workflow of his creative processes.
• Mauricio Tononcreative director and professor at the Filmmaking Curious Refuge School, explored how AI is remodeling creative work, breaking paradigms, addressing fears and putting humanity in the foreground.
• Joakim Borgströmuntil recently world creative director of BBH and now overturned in a new Personal project Based on AI, he presented a selection of brilliant pieces created with AI from all over the world.
• Fernando de la Rosafounder of the Foxize company, revealed the findings he embodied in his latest book, Chatgpt guideafter thoroughly investigating the ins and outs of the most popular AI tool.
• Ramón Castillocreator and trainer in AI, made a comparative review of the best generative tools currently available to enhance creative processes in the fields of text, image and video.
• César Pesqueradirector of advertising, shared the personal experiments that it is carrying out using generative AI tools, and presented its first movie made 100% with those tools, Open letter.
• Maria Vinagre and Hugo Barberathe creative duo behind Humain, a group driven by AI that crosses fashion, advertising and new media, shared their experience on the application of the generative AI in the luxury industry.
• Wyz Borrerocreative director and pioneer of the image in generative motion, offered on a trip through the past, present and future of animation with AI. Claire Farwelleducator in ethical, spoke of the importance of caring for and thinking about the personal brand, taking advantage of AI tools to automate processes and thus be able to devote time to the really important.

All these talks are available (except those of Wyz Borrero and Claire Farwell, which will be shortly) in the gutter of the Hub website, of free access.

IA hub: prepared to enhance AI in the sectors

«What makes this space unique is the human quality that is perceived, both on stage and in the room: the generosity that comes and shares its knowledge; The predisposition of the one who comes to learn no matter how great your knowledge is. Professionals who come to share and build together from complicity and the desire to learn. And this shows a lot in the debates that are generated between speakers and public after each talk, ”he says Philippe Rouger.

In a context where the adoption of AI in the creative environment advances in a dispersed way and, often, alone, the He is Hub Barcelona He wants to be that structured and collaborative space from which to face the challenge – and the opportunity – that supposes this New Technological Revolution. «We know that in this transition professionals can feel isolated and see the uncertain future. Therefore, this space exists: To connect, inspire and learn together. We want creativity, enhanced by AI, be a collective and collaborative movement, which drives the community to a future full of possibilities, ”adds Rouger.

The promoters of the IA hub Barcelona

Marcelí zuazua

He is a training economist, but from a very young age he was attracted to creativity. Hence your first professional experience was in an advertising agency. In 1996 he was part of the founding team of the SCPF agency. It was more from Cuesta and Puig, but it spent a lot of time next to the Segarra, Knight, Car and Company. In 2000, his entrepreneur soul led him to listen to the call of Ángel Herráiz and Rafa Soto, two creatives who had just set up a digital agency. And if we unite creativity, economy and digital, we end up understanding its role as the co -founder of ISDI, the best Spanish digital business school, by the hand of other prominent partners such as Javier Rodríguez Zapatero, Nacho de Pinedo and another ten illustrious.

Five years ago HerraizSoto & Co and Summa Branding merged, which allowed him to add new knowledge and Conrad Llorens and Jordi Mateu as travel companions. In parallel it has been having a growing presence in the startup ecosystem, sometimes as an entrepreneur, sometimes as an Advisor and in others, as an investor.

Philippe Rouger

Training journalist leads a life immersed in the ecosystem of the creative community. Born in Paris, he has lived in France, Chile and Spain (since 1998), working first as a journalist and press editor, before devoting himself to project management and management in the field of communication, creation and culture.

In the last 15 years, from Barcelona he has been director of contents of the Creative Club of Spain. Previously, or in parallel, he has been promoter and director of the Milmilks creative laboratory, of the SCPF agency; co -founder of the Motion Design Boolab producer; Project Manager of the Startup Notegraph and Ommwriter; Responsible for the Creative Laboratory & Cos of the Herraizsoto & CO agency; Advisor of the urban festivals of illustration and photography Markets, of the producer Utopia, etc. According to the projects, he has played producer, manager, editor, commissioner, facilitator, creative and communicator roles. He is passionate about creation and creativity, in all his facets.