Puerto Venecia

Challenge
Puerto Venecia is Europe’s largest Retail and Leisure Destination with over 200,000m2 of retail space including Europe’s largest Fashion Mall and Retail Park, a lake, 2 landscaped parks, a beach, a surf wave and many more outdoor activities.

It is a multi-million Euro joint venture between British Land and Eurofund Investments who came to The Brewery in 2007 needing a destination brand to help both attract tenants and, ultimately, create a brand experience for their visitors that encourages footfall and repeat visits.

The challenge was also to create a brand that could inspire and inform the overall scheme design including everything from the architecture to the landscaping and signage to make sure Puerto Venecia both consistently provided and brand experience to its visitors but also attract the right mix of tenants to the scheme.

Insight
Puerto Venecia is a ground-breaking project, the first of its kind in Europe and as such no precedent was set for the way it’s brand should behave and communicate. It is also a unique destination as it offers a combination of retail and leisure - it is in itself a complete way of life providing entertainment all day and all night for people of all ages.

Solution
The spirit of Puerto Venecia matches the spirit of the Mediterranean, typifying the “Good Life” and focusing on values of Choice, Integrity, Delight and Enjoyment. These values form the core of the brand and inform everything from the colour palette and image style to the tone of voice and design elements such as the website, exhibition stands, sales tools, signage, wayfinding and printed materials.

Results
The Puerto Venecia brand is now deeply immersed in everything that is carried out on the project. Brand guideline documents help to motivate and inspire the staff and ensure that all 3rd parties and consultancies are working to the same vision.

The brand development work has helped to bring all aspects of the scheme together and the clients are delighted with how the work was received by all parties. The project is ongoing and the next major milestone is the opening of the Lake and Fashion Mall which is scheduled for late 2009.