It’s undeniable that we have a way of life like none other, uniquely ours. We see cuisine as a true art; we like our txokos (gastronomic societies), cider houses, and to potear, our own particular pub crawling. And nature as a route of self-discovery, escape, and enjoyment. We go up into the mountains, we go down to the beach, and, if we want to, we do both on the same day. And culture... what can we say about culture!? We’re world leaders in architecture, theatre, and design.

This eclectic mix makes all the people of Biscay feel proud to live here. But there’s something that characterises us even more (and that we display with everyone who ends up around us) it is how our pride in who we are takes the form of hospitality, and a sustainable awareness and desire to create, teach, share, and welcome whoever wants to discover our land.

There are many people who come to Biscay every year with a thousand projects in their suitcases, and many others who have left and returned, more eager than ever to stay. To all those who come determined to learn, build, and create (no matter where they come from), we embrace them as our creative class.

Wait a minute, “creative class?” Is that… another thing that these modern people have come up with? No, the creative class has been here for years… and it’s here to stay. The word, or buzzword (whatever you want to call it) was coined by Richard Florida in 2002 (quite a while ago, but the concept is still “in”), elevating to the category of “class” those groups of people who carry out business activities revolving around knowledge and creativity, thus helping to boost the economy and to develop cities. Who is represented by this group? Perhaps you’re part of the group and you’ve been going through life without knowing it.

Although talking about the creative class continues to revolutionise the sociological panorama, we can say that these are people who share an identity reflected in their open-mindedness, inclusion of minorities, sensitivity to sustainability, and cultural diversity. That is, what we’re looking for now is a place where we can grow personally and professionally in harmony with nature.

And, with the same vision that Plato has in terms of politics (the statesman is a weaver, but instead of wool he weaves humans with different characters, thus weaving the happy city), in Biscay we’re driven by the idea of believing in talent in every home and sector. We know that talent brings about social benefits and motivates us to continue constructing our business, social, and human fabric, all the while making us world leaders in the creative sphere.

To bring about this boom, we must build on what are we call the “Three Ts”:

Talent, Technology and Tolerance

Doing research on the subject, we realised, “Oh my, Biscay is the paradise of the creative class!” We didn’t really know whether to go out into the street with a megaphone to shout to anyone who would listen about all the benefits of coming to live here, or just shut up so that this would become our best-kept secret. Well, we can’t stop being who we are, so we’ve opted to tell the world about it, loud and clear.

Biscay is clearly creative… and that’s a fact!

The region shows us this through its efforts to attract qualified professionals and university talent with its grants and programmes, and to improve quality of life by means of technology and innovation, always promoting a tolerant and open culture.

This starts with the Biscay Talent Network, for all those who want to continue learning and to meet inspiring minds with whom to share experiences. An open network has been created revolving around talent, designed for professionals, companies, and students.

With Technology pervading everything, this network is the foundation of an advanced society and provides a level of convenience that heartens us.

Biscay Tower (Bilbao) will bring together innovation’s crème de la crème under the same roof. This adventure, more specifically, has been dubbed “Biscay Start-up Bay” and will consist of an entrepreneurship centre designed by the Government of Biscay to become one of the most important innovation centres in the world. The Guggenheim of entrepreneurship. Welcome to our ranks!

And the last ‘T’ stands for the peaceful word that is “Tolerance”. This is the ‘T’ that has the most to do with our DNA and way of viewing life, as we discussed above. We continue to be an open society, one that values what we have here, but doesn’t hesitate for a second to share all its initiatives and benefits (financial, cultural, culinary, and social) with the entire world.

There are many (many) companies and people who discovered this creative paradise long ago and set up shop here.

A case in point: in 2011 two young entrepreneurs arrived in Getxo to begin their journey as a design studio. This is how Muka Design Lab came about, a space where ideas become useful design products manufactured in keeping with the Slow Design philosophy, which philosophy values local crafts and fine workmanship, using materials such as beech and slate, transporting us to corners of our land.

Muka is one of the many protagonists of Beaz, a public association of the Government of Biscay whose mission is to support companies and entrepreneurs so that they can turn their ideas, new projects, and innovations into realities, or even make the jump into the international sphere.

In short, it helps to weave that creative fabric through which curious minds receive feedback and are inspired to both set new challenges and advance towards the ones they already have.

Just as in poetry there is talk of muses, we change our perspective. Perhaps this is less poetic, but it’s much more practical for our creative class. Our “muses” tell us that what’s really important for a society to flourish is its people; all of them.

To bring out the best in them, and to take advantage of their desire to reinvent the world, one must take care of them; offer them a hand, all the support they need, as well as the networks and tools necessary to make the ideas they brought in their suitcases become realities.

Without forgetting a lifestyle full of nature, art, science, and good food to find one’s moment of inspiration (not even Leonardo da Vinci had it better).

In this way we are able to ensure that Biscay continues to grow creatively, and that its people live and work happier. And anyone from around the globe can see how diverse – and, at the same time, homogeneous – our land and those who inhabit it are.