The initiative transforms part of the market area into a multi-use space designed to encourage physical activity, social interaction, and healthier daily habits. Local officials say the project is part of a broader effort to address chronic health concerns, including obesity, by integrating wellness into routine environments rather than limiting it to clinics or formal programs.
The new plaza includes seating areas, green spaces, playground elements, and murals that reflect the cultural identity of the market. The goal is to create a space where residents can gather, move, and spend time in a setting that supports both physical and social well-being.
The project was developed through a collaboration between municipal departments and health-focused organizations, with additional support from private-sector funding and international urban design expertise. The approach reflects a growing trend in cities across Latin America to rethink how public spaces can influence long-term health outcomes.
During the opening, the space was activated with community events and basic health services, including blood pressure checks, glucose testing, and nutritional guidance. These types of services are expected to continue periodically, turning the plaza into an ongoing access point for preventative care.
City officials emphasized that markets are ideal locations for this type of intervention. They are already part of daily life for many residents, making them natural hubs for outreach and engagement. By enhancing these spaces, the municipality aims to make healthy choices more accessible without requiring significant lifestyle changes.
Beyond health, the project is also intended to improve safety and activity levels in the area. A more active public space can increase foot traffic, support local vendors, and strengthen the sense of community around the market.
For residents and expats alike, the Plaza Viva project highlights a shift in how Cuenca is thinking about urban life—not just as infrastructure and services, but as an environment that can actively shape long-term quality of life.