Frame 07-08

Found in a rural area, the Cross Cultural

City is divided into districts based on

the world’s continents.

We selected Italian designer and

IED Barcelona graduate MATTEO

GUARNACCIA for ‘The Challenge’

because of his interest in the

effects of globalization on local

cultures and design.

North America and South America – but

I also included the Middle East, as well as

a district dedicated to new technologies.

What would visitors specifically experience?

They could tour the most famous destina-

tions of the known world in one place. CCC

would tailor its cross-cultural experiences

to the user. It would also include the nega-

tive stereotypes of a culture, but at a safe and

reduced dose. To illustrate, Jack, a financial

broker based in Hong Kong, could travel to

CCC and visit the South American district.

Here, while eating Colombian patacones and

listening to live Cuban music, he witnesses

what he thinks is a real-life robbery in a

reproduction of a favela, which would enrich

his story content on his beloved Instagram

and make the entire experience original. For

the most adventurous, CCC would organize

day trips to the remotest areas, including

space discovery for an additional charge.

Is CCC more about inclusivity or exclusivity?

CCC will be a place for those seeking exclu-

sive experiences without compromising on

What was your starting point for ‘The
Challenge’? MATTEO GUARNACCIA: If we
amplify and project the effects of globaliza-
tion, in 50 years’ time we may live in a mono-
culture, sharing similar habits and routines.
My concept, Cross Cultural City (CCC), helps
to enrich people’s lives and make them aware
of their social responsibility by exposing
them to different cultures. According to the
UN, 68 per cent of the population will live in
urban areas by 2050, making nature a luxury.
Based in a rural area, CCC is divided into dis-
tricts. The sections are based on the world’s
continents – Europe, Asia, Africa, Oceania,

comfort. It’s an all-in-one combo: dad goes

to watch the Super Bowl in North America

and mum attends a workshop with Balinese

artisans, while their teenagers hit a ‘Thai

full moon party’ at a reproduction of a site

that has since forbidden mass tourism, like

Maya Bay.

What’s the motivation behind CCC?

I don’t see my proposal as a solution to a

problem; it’s more of a projection of the

future of luxury tourism, albeit not the most

politically correct one. My recent research on

globalization has revealed just how vast this

phenomenon is, making me wonder if there

really is a solution or if it’s just part of our

evolution. Luxury does not equal richness.

There will always be rich tourists who want

to experience travel rather than holidays. Just

as there will always be tourists unwilling to

step outside their comfort zones, especially

if there are no economic limitations. – TI

matteoguarnaccia.com

THE CHALLENGE 35