Like many large Latin-American cities, Buenos Aires has a huge urban thorn composed of “villas miseria” (extreme poverty). These areas are underdeveloped economically, socially and politically. They are contemptuously called...

Like many large Latin-American cities, Buenos Aires has a huge urban thorn composed of “villas miseria” (extreme poverty). These areas are underdeveloped economically, socially and politically. They are contemptuously called “villeros”.

Now things are changing in these areas. An art gallery has popped up in Villa Fiorito, an artist has started to paint “villeros”, a TV and film talent spotter is seen in the middle of Villa 20, a film in situ, a tour exclusive for Europeans: villas are becoming a new opportunity to develop marketing.

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