PROJECT: HALLAZGOS REINVENTADOS
CLIENT: NACIONAL MONTE DE PIEDAD
AGENCY: E:DE BUSINESS BY DESIGN
Nacional Monte de Piedad, an institution that has been around for more than two centuries as a not-for-profit institution and pawnshop whose main office is located just off the Zócalo in Mexico City. It was established in 1775 by Don Pedro Romero de Terreros, the Count of Regla as part of a movement to provide interest-free or low-interest loans to the poor. It was recognized as a national charity in 1927 by the Mexican government, and the first company in Mexico City.
Nacional Monte de Piedad began with pawn loans, and later evolved to donations. We consider the donations here to be social investment.
So we made an integrated strategy setting up a event to connect the part to the future, we invited artists, designers and goldsmiths to transform pieces found at the Nacional Monte de Piedad, revealing and enhancing the hidden value of the objects with history, In order to increase its aesthetic, symbolic and monetary value. We receive pieces with great variety of styles, uses and value. We had assailed questions about the history of these pieces; What is your story? Who owned it? How or why they came to their owners? did they have any sentimental value? why were they engaged?, these pieces already have a history, have been used, were valuable to someone, possibly their owners had some sentimental attachment to these pieces and at some point in its history its value changed. They became a transitory asset to be used as currency; Its sentimental and esthetic value was left aside and became merely an economic value.
We made a joint venture using Clip’s monetization tools to unleash the artists entrepreneurial capacity and their creativity for business.
The venue was Casa Matriz de Nacional Monte de Piedad at the Downtown in Mexico City, the full market was targeted to get a new young audience from digital to traditional media that could connect with this reinvented offer by Monte de Piedad + Emerging artists + Clip (fintech business solution).