The physical space, which was often considered dispensable with the advent of the Internet and online sales, has been strengthened by the pandemic. More than ever we have seen the vital need that every human being has to interact with others in the physical world. While digitalization has opened up a new landscape, it is also insufficient, and we have seen this with the reaction of a humanity hungry for a return to the street and the physical contact that has been forbidden for so long.
The current physical space must be adapted to the new generations, who are the ones who are going to mark the new needs. Capturing the attention of a new public, unaccustomed to interaction outside the networks and who must be surprised. The bond created with the new markets will be directly proportional to the trust they create with the brands.
As part of a profound transformation in society in general and in retail in particular, at TOTEM Branding we are proud to have participated in Garbera’s sensational transformation project.
The goal was to improve the customer experience and to make the center more welcoming and friendly, we were chosen to develop a complete Wayfinding and Signage Project.
Working with the Unibail Rodamco Westfield team on content, locations, quantities, designs and materials by fully managing and overseeing the development and implementation.
From Wall and Interactive Directories to Directional Elements, Totems, Elevator Signage, Parking Lot Entrance and Exit Arches, Vehicular and Pedestrian Signs, among others.
With an investment of more than 130 million euros, the new Garbera is inaugurated, with more fashion, more sports, more beauty, more home, and 30 new brands added to the portfolio.
The new shopping area consists of a large, modern, innovative and sustainable building, conceived as a place to enjoy experiences that go beyond shopping itself.
This project has succeeded in creating a leisure space in Gipuzkoa, based on sustainability and innovation, which strengthens and complements the city of Donostia-San Sebastián and the territory as a whole.
The whole project achieved the ‘Breeam Excellent’ certificate for sustainable construction for, among other things, reducing the carbon footprint by 27%, opting for the placement of solar panels and optimized air conditioning systems in order to achieve greater energy efficiency.
At TOTEM Branding we would like to thank the Unibail-Rodamco-Westfield (URW) team for their trust and congratulate them for this transformation of Garbera, as we agree that brands that re-invent and transform themselves achieve a better and lasting presence in the minds and hearts of consumers.
