This week, we revisit the Parc Vallès revitalisation project in Spain for our 21 from 21 series. In 2016, Air Design transformed the shopping centre’s branding, wayfinding signage, marketing communications, and façades.
Located 30 kilometers from Barcelona, Parc Vallès had struggled for years. During the day, the centre lacked atmosphere, and its nightlife image suffered due to nearby nightclubs. The €8.2 million revitalisation aimed to reposition the centre as a family-friendly destination. Air Design led this transformation by redesigning the branding, signage, and marketing communications, while also completing a façade overhaul.
A new logo played a key role in the redesign. Inspired by the valley’s structure, the logo reflected the centre’s location. The new logo featured a bold, vibrant colour palette, modernising the outdated Sun and Moon logo. This contemporary branding, combined with dark façades, helped retail logos like Nike and Mango stand out and attract customers.
The revitalised centre now includes 51 retail units across two levels. It offers family-friendly activities such as a 24-screen multiplex cinema, bars, restaurants, bowling, and a virtual reality centre. Flagship stores from Nike and Mango enhance the centre’s appeal. Parc Vallès has become a hybrid destination, appealing to all ages.
The redesign had a significant impact. Footfall increased by 22%, and asset value grew by 17%. Retailers reported that the refreshed image boosted trade and unified businesses under a cohesive brand. In 2018, Pradera sold the asset to Frey for €82.5 million.
This project highlights the power of strategic branding and design. It shows how reshaping public perception, attracting customers, and improving the shopping experience can revitalise a space.