ESCP Master’s Students Reimagine Madrid’s Urban Identity
with Support from Leading Industry Experts
Transformando el Turismo: El Método RIU como modelo de Responsabilidad Social Corporativa para un desarrollo sostenible
On April 2nd, ESCP Business School proudly hosted the final presentations of the Master’s theses for students in the Real Estate specialisation of the Master in Management (MiM) programme, marking a highlight of the academic term. The event brought together an exceptional jury of renowned professionals who offered expert feedback on students’ innovative proposals to reimagine the identity of Madrid’s peripheral urban developments (PAUs).
The initiative was led and curated by Enrique Ibáñez González, architect and director at Urban Matters, and professor of Real Estate in the Master in Management (MiM) programme at ESCP Madrid. Under his guidance, students were encouraged to explore new perspectives on urban identity and rethink the role of planning and smart technologies in shaping the future of the city.
Held at the Bogotá Room on ESCP’s Madrid Navalmanzano campus, the event challenged student groups to reframe the planning and vision of the PAUs—urban developments on the outskirts of Madrid—by proposing creative, sustainable, and human-centered strategies.
An outstanding jury of professionals attended to evaluate and comment on the students’ work, including:
- Juan Pedro Moreno – President of WPP, Chair of the Digital Advisory Board for the Community of Madrid, Board Member at Mapfre, and former President of Accenture.
- Myriam Peón – Director of Urban Planning, Madrid City Council.
- José María Sánchez – Deputy Director General of the General Urban Plan (PGOU), Madrid City Council.
- Ignacio Añoveros – Architect and Project Manager at EMPTY, known for major projects like the Prado Museum extension and the new Camp Nou stadium.
Students presented insightful projects combining urban planning, identity, and technology. The jury’s presence enriched the experience, offering a bridge between academic learning and the challenges faced by cities today.
This event was not only a culmination of months of hard work, but also an extraordinary opportunity for our students to engage with top-tier professionals.Their input was invaluable and highly motivating for our future urban leaders
The event was a resounding success and reflects ESCP's commitment to fostering academic excellence through real-world exposure. It also highlights the school’s interdisciplinary approach, preparing students to become innovative and responsible leaders in urban transformation.
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