Parc Vallès

From Leisure to Lifestyle

  • Asset value+17%
  • Footfall+22%

Client:
Pradera

Location:
Barcelona, Spain

Services:
Strategy & Positioning
Branding
Wayfinding

Air’s brand concept, signage and façade treatment for Pradera’s €8.2 million revitalisation of Parc Valles has transformed the scheme’s image and environment, making it a place that people identify with. It is now a 42,000 sqm development with 51 units over 2-levels, including a 24 screen multiplex cinema, bars, restaurants, bowling, karting and fashion outlets like Nike and Mango. The park used to be empty during the week but families now enjoy coming to shop, eat, catch a film and more.

Store owners say the image renewal has energised the park, pushed trade and unified businesses and services under the same brand.

Air developed the brand concept, signage and facade treatment for Pradera’s €8.2 million revitalisation of Parc Vallès, shifting the mix from pure leisure to include fashion outlet offerings from the likes of Nike and Mango.
The vibrant graphic pattern and logotype complement the elegant facades treatment, transforming the architecture and public realm within a modest budget.
Air also provided centre management with a detailed set of brand guidelines and templates to support the consumer marketing campaign.
“It’s been a fast, successful transformation in record time”. Alfonso Brunet - president