UBBO, Portugal

United by fun

Logotipo de UBBO en tipografía de formas redondeadas sobre una fotografía teñida de naranja

THE CHALLENGE

The existing architecture and brand were dated and needed a revolutionary change to match the new offer. The challenge was to go beyond functional attributes. To build an emotional link with the consumer that goes beyond the offer itself.

The project is located in Lisbon, Portugal, in areas with great economic potential, which makes the location a very visible project to many people with a high purchasing power.

Vista aérea del centro comercial UBBO en Lisboa, con la autopista y el entorno residencial de Amadora

WHAT WE DID

The brand we created celebrates the new Shopping Resort in Portugal. A place where guests and families can discover their emotions and their senses, with the best brands, the best entertainment, the best f&b and the best surprises.

We worked on the strategy, positioning, naming, brand architecture, brand identity, sub-brands, brand language, brand guidelines, signage project & 360˚ environmental branding.

Gráfica de la marca UBBO con el claim Descobrir sobre una fotografía submarina de una surfista

The Result

UBBO has consolidated its position as the number 1 retail and leisure destination in Portugal. After the rebranding, sales grew +22% and visits increased +11%, reaching more than 20 million yearly visitors, an all-time record.

The rebranding also made UBBO reach historic sales, with an annual increase in footfall of 11% and an exceptional occupancy rate of 97%, with more than 280 stores. A new brand led experience which connects with guests creating true emotional connections. A place where the guests are the centre of attention.

Fachada exterior de UBBO con la celosía metálica calada y el logotipo integrado en el cerramiento

Interior de UBBO durante la campaña de Navidad, con la pista de hielo y los asientos orgánicos naranjas

Aplicación del logotipo de UBBO sobre una fotografía de una niña escalando un rocódromo

Planta comercial de UBBO con las tiendas Kiabi y Zara y la cubierta textil ondulada

Símbolo de UBBO usado como ventana sobre una fotografía de público aplaudiendo

We also created the new name and brand for FUBBO, the UBBO food court.

The Challenge was to create a new brand experience for the UBBO food court, that aligns with the new centre’s playful, fun brand and gives guests a real sense of welcome.

Aplicación gráfica de la marca UBBO junto a una hamburguesa, para la comunicación de restauración

Creating spaces which are focused on the needs of our guests, FUBBO has more than 7,000 square meters.

Divided in 4 areas (Casual, Youth, Business, Family) each one with a different decoration and style.

Plano de zonificación de UBBO: Casual Zone, Business Zone, Youth Zone, Family Zone y la terraza FUBBO

Rotulación de FUBBO, la submarca gastronómica de UBBO, grabada sobre el vidrio

Zona de restauración FUBBO en UBBO, con mobiliario de madera, vegetación y el quiosco central de lamas

Mesa alta en la zona FUBBO de UBBO junto al ventanal, con vegetación en primer plano

Zona de restauración de UBBO con locales de hostelería y una isla de asientos con pérgola turquesa

Instalación de juego infantil de tubos verdes y naranjas en UBBO, con una madre y su hijo

Comunicación de UBBO celebrando el premio Consumer Choice como centro comercial de Gran Lisboa de 2020 a 2024

Ion Saralegui (Managing Director Eurofund Group)

"At Eurofund we believe that retail will never be the same and that is why we develop innovative, creative and high impact projects. That is why we must surround ourselves with the best professionals, such as the TOTEM Branding concept of a Shopping Resort in Portugal. The entire process of co-creation, strategic thinking as well as implementation have led UBBO to extraordinary results. The way to face the challenges, the quality of the work developed and the professionalism and involvement of the TOTEM Branding team have been decisive for the success of this ambitious project. Working with partners like this is a guarantee throughout the process."

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