This week, for our 21 from 21 series, we revisit the Parc Vallès revitalisation project in Spain. In 2016, Air Design played a crucial role in transforming the shopping centre’s branding, wayfinding signage, marketing communications, and façades.
Parc Vallès
Parc Vallès, located just 30 kilometers from Barcelona, had struggled for years. During the day, it lacked atmosphere, and its nightlife image suffered due to nearby nightclubs. To address this, the €8.2 million revitalisation aimed to reposition the centre as a family-friendly destination. Therefore, Air Design was appointed to lead this transformation. Our team redesigned the branding, wayfinding signage, and marketing communications, in addition to executing a complete façade overhaul.
One of the key elements was the new logo. This logo visually reflected the centre’s location in the Barcelona valleys. Inspired by the valley’s structure, the logo featured a bold, vibrant colour palette, which modernised the old Sun and Moon logo. Alongside this, contemporary branding was complemented by dark façades. This made the bold retail logos of brands like Nike and Mango stand out, attracting customers.
The revitalised centre
The revitalised centre now boasts 51 retail units across two levels. It offers a range of family-friendly activities, including a 24-screen multiplex cinema, bars, restaurants, bowling, and a virtual reality centre. Furthermore, flagship stores from brands like Nike and Mango enhanced the appeal. As a result, Parc Vallès has become a hybrid destination, appealing to a wide demographic.
The redesign had an immediate 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. Ultimately, the successful transformation led Pradera to sell the asset to Frey in 2018 for €82.5 million.
This project underscores the power of strategic branding and design. It shows how reshaping public perception, attracting customers, and enhancing the shopping experience can rejuvenate a space.