SOM Multiespai, Spain

Welcome to the new town square

Activum SG asks TOTEM Branding to renew the brand to transform a decaying asset into a new urban center. To create a new brand aligned with the revitalised offer. For a true city hub connecting the community and delivering unique experiences.
  • The previous "Heron City" brand was dated, and over complex. It lacked a unique character and theme. The brand personality was more aligned with a game arcade than a contemporary retail and leisure experience.
A new name and brand was created for the revitalised experience. A brand which strongly links with the local community and visually represents its role as a Retail and Leisure Hub. The new identity had the goal of connecting the city, delivering new experiences, with spaces designed for connection.
  • We worked on the strategy, positioning, naming, tone of voice, brand architecture, brand identity, brand language, brand guidelines, customer journey/experience, digital branding, signage project & 360° environmental branding.
Increase in footfall +35%
  • Increase in Social network activity: +240% Website Visits. +186% Instagram Followers. +42.000 Youtube views
We promised experiences and SOM Multiespai has welcomed Asobu eSports Club, becoming the epicenter of gaming in Europe with the largest eSports facilities of its kind on the continent.
  • With this opening, SOM Multiespai aims to be a forerunner in the retail sector, being the first to take a step forward by proposing a physical and unique gaming entertainment offer, thus opening this sector to the general public. The brand also integrates an educational dimension thanks to the training of young people, with options that go through reinforcement classes linked to the game and also with personalized training. SOM Multiespai wants to accompany the popularization of the gaming sector, which has more and more followers and the space is the perfect place to facilitate the development of this hobby.
Jose Pedro Martín Gutiérrez (Asset manager, Shopping Centre Management ActivumSG)
"The involvement of TOTEM in the repositioning projects of our shopping centre has undoubtedly been the guarantee of success to improve its brand identity and enrich the experience of our customers. Having an experienced team, close and focused not only on the present, but on the challenges posed by future, turns the challenges we find into solutions, being the best guarantee for the achievement of our objectives."
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