Saler, Spain

The new urban
heart of Valencia

Fachada del centro comercial Saler en Valencia al atardecer, con el logotipo sobre la celosía de lamas de madera y las fuentes en primer plano
The Challenge
Saler is located in front of the City of Arts and Sciences and the Oceanographic, in the area with the most social, cultural and recreational importance for Valencia.
  • Altough the name had strong local awareness, the brand was outdated. There was a need for a more contemporary, unique and agile brand. On its 25th Anniversary, the challenge was to modernize, update and evolve Valencia's most beloved centre to help build a successful future.
El logotipo de Saler antes y después del rebranding: de El Saler Centro Comercial con la vela azul al nuevo logotipo de trazo continuo
Terraza de Saler con vistas a la Ciudad de las Artes y las Ciencias de Valencia, con el rótulo de la marca en el pavimento
What we did
We developed the strategy, naming, positioning, customer journey, wayfinding, and signage for this iconic space. To be “The new centre of gravity for the city. Reflecting the past and embracing the future.”
  • The vision was to bring El Saler from the 20th century to the 21st century and creating the new leisure and retail point of reference for the city. To be the dominant brand in the city attracting the the best brands. To build an aspirational offer and an environment that attracts new operators. To build an emotional bond with visitors, increase visitors and purchases and improve communication.
Interior del centro comercial Saler: atrio circular de tres plantas con lucernario y palmeras
Aplicación bilingüe de la marca Saler: Benvinguts y bienvenido en la tipografía de trazo continuo sobre fondo amarillo
The Result
Saler, inspired by Valencia has an inspiring new identity working in harmony with the contemporary new architecture & design. Reinvigorated with more light, more space, rest areas, new commercial mixes and renovated stores.
Gráfica de campaña de Saler: retrato de perfil con gafas de sol en las que se reflejan luces de neón, con el logotipo en la esquina
Banderolas con la identidad de Saler en el acceso exterior al centro comercial
Luis Lázaro. Managing Director Retail & Logistics at MERLIN Properties SOCIMI
"TOTEM and the MERLIN team leading the change in Valencia. Excellent work! The future is arriving. Thanks a lot to Andy, Gema, and the rest of the TOTEM team. And to Arnaud, Lucía, Carmen, Isabel and the other MERLIN team. You are some stars!"
Entrada principal de Saler de noche, con el logotipo retroiluminado bajo el techo de lamas de madera
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