Myrtea, Murcia

Fashioning change. The rebirth of the centre as a future focused lifestyle hub

THE CHALLENGE

The property was previously called "El Tiro" and the project was to restart it with a new story, a new beginning, a new inspiration, a new everything, it was the best way to revolutionize the city.

The relaunch of an asset that was born with one vocation and reinventing itself and looking to the future.

WHAT WE DID

We created a new brand that is a new tradition. The name Myrtea is based on original historical name of the City. The name changes to announce the transformations of the offer and experience.

The brand has been inspired by historical links to the Myrtle tree and the ancient castle walls. The name Murcia was linked to the name of the myrtle tree (Latin myrtus) by folk etymology; hence the spellings Murtia and Murtea. This association with myrtle, which was a sign of Venus, led to her naming as "Venus of the Myrtles".

THE RESULT

A new tradition for Murcia, an icon of pride for the community.

There is new leisure, there is new food court, there is a gym, there is fashion, etc. A new place is born with a new name much more aligned not with the geographical place but with a proposal of value.

Talk to us about your project: Send us an Email
or call us: +34 91 735 56 89