Providing Bogota with a large International Convention Center means implementing an instrument for global repositioning of the city and the country. Without a doubt, it is time to do it and to link it to two important branding operations in progress: Marca-Bogotá and Marca-Colombia. The new Convention Center should be a symbol of Colombian hospitality; a meeting place for a city of meetings, capital of a country of encounters. That is why we want to call it ÁGORA-BOGOTÁ and to assume through this denomination the double challenge that is to achieve on the one hand the singularity required for the building to fulfill its media function and on the other not to betray the Colombian architectural tradition that has made the balance, the rigor and the renunciation of all sensationalism the reason for an international appreciation that has seen in it a clear referent for times of crisis and recession. Therefore, the challenge and also the potential that our team offers, could very well be defined as the search for notoriety through rationality.