UBBO, Portugal

United by fun

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.

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.

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.

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.

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.

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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