Puerto Venecia Mall – Brand Strategy and Identity Design
Client
Union Investment & Generali
Our Role
Design Strategy, Placemaking and Branding
Location
Zaragoza, Spain
A new identity for a record-breaking destination: With 20.4+ million visitors in 2024, Puerto Venecia now welcomes the same number of people as Madrid’s Gran Vía and even surpasses Disneyland Paris!
Over the past year Air have been developing a new brand strategy and visual identity for Puerto Venecia in Zaragoza, the largest mall in Spain. The new brand was officially launched with a spectacular light, sound and acrobatic show on the lake.
Our brief was to create a bold, playful and contemporary identity that repositions Puerto Venecia as an exciting, premium destination celebrating individuality and unique experiences. The new brand centres around three colourful geometric symbols, each inspired by the shopping, dining and leisure experiences that define Puerto Venecia. These elements work together to create a vibrant, flexible system that reflects the energy and diversity of the destination.
206,000
+20million
Visitors annually
The final stage of our work with Puerto Venecia was the delivery of full brand guidelines and real world applications of the new identity. This phase brings the strategy to life from colour, typography and symbol systems through to signage, digital touch points and environmental expressions across Spain’s largest retail destination.
Store owners say the image renewal has energised the park, pushed trade and unified businesses and services under the same brand. The park used to be empty during the week but families now enjoy coming to shop, eat, catch a film and more.