Hashtag LimaLove: the graffiti beyond the walls

LimaLove is a city brand that originates spontaneously; product of the resignification of global culture (I love NY) and new forms of communication through digital platforms. This phenomenon of place branding is unique because it arises organically through urban interventions by artists and the use of the hashtag on Instagram; in these ways it is possible to consolidate a city brand away from state intervention and marketing guidelines.