In the summer of 2007 the ‘Coalition Project 1012’ started. This collaborative project initiated by the municipality, intends to reduce crime and to contribute to the economic upgrading of the postcode area 1012, the Red Light District in Amsterdam. 1012 is located in the heart of historic Amsterdam and is a major attraction for visitors from home and abroad. In order to maintain and improve this condition the Red Light District should be diversified. One of the applied strategies is a street-oriented one. Quite some red light windows and coffeeshops will dissappear after negotiation with the owners. To upgrade the street, ‘streetteams’ will be established who together with the inhabitants and entrepreneurs will make a vision for the street or a cluster of streets. Together with parties who already have position in the area a strategy to buy property has been set up. This property gets another function. Successful is to attract the creative industry. This sector feels at home within urban and ‘rawer’ conditions and are not scared off by the dubious industry which is just around the corner. The 1012 project already added several interesting creative spaces to the Red Light District like Ultra de La Rue Creative Space on the picture below. In the Rua General Jardim in São Paulo a similar strategy upgraded a prostitution street with the addition of a school for architecture, the Escola de Cidade and the Instituto de Arquitetos do Brasil. This resulted in a weird mix of functions and people on the street, but above all it established a safer and more attractive street in downtown São Paulo.