# Madrid urban identity and cultural heritage initiatives > Live situation record from CLSTR: https://clstr.news/situations/madrid-urban-identity-and-cultural-heritage-initiatives > Updated: 2026-10-03T15:28:20.000Z. Sources: 6. Developments: 2. Madrid has introduced several cultural initiatives focused on celebrating its urban identity and visual heritage. In the Moratalaz district, the ‘Muraltalaz’ project utilizes urban art to decorate public buildings, involving international artists to transition graffiti from a penalized activity to recognized municipal art. Simultaneously, efforts have been made to highlight the historical significance of the Schweppes neon sign on the Edificio Carrión. Following the introduction of the ‘Bajo el Neón de Schweppes’ project, which explored the sign’s role as a symbol of the city’s landscape through expert discussions, a new guided tour titled ‘Neón Colosal de Schweppes: las historias por iluminar’ was launched. Led by cultural journalist Eugenia Bugallal, this tour uses the 1972 sign—which was recognized as a historical sign by the City Council in 2010—as a focal point to examine the architectural and social history of Gran Vía. The initiative aims to move beyond the street’s commercial image to uncover the urban transformation and human stories hidden behind the avenue’s famous facades. ## Timeline ### 2026-10-03: Madrid's Gran Vía hosts new cultural tour exploring urban history A new cultural tour in Madrid explores the history of Gran Vía, using the iconic Schweppes neon sign on the Edificio Carrión as a guide to the avenue's architectural and urban evolution. 2 sources. https://clstr.news/cluster/madrids-gran-va-hosts-new-cultural-tour-exploring-urban-history ### 2026-09-28: Madrid celebrates urban identity through street art and iconic neon Madrid is celebrating its urban identity through the ‘Muraltalaz’ street art initiative in Moratalaz and a cultural project honoring the iconic Schweppes neon sign on Gran Vía. 4 sources. https://clstr.news/cluster/madrid-celebrates-urban-identity-through-street-art-and-iconic-neon --- Cite as: Madrid urban identity and cultural heritage initiatives. CLSTR, https://clstr.news/situations/madrid-urban-identity-and-cultural-heritage-initiatives