We defined a launch strategy that had the double objective of publicising the opening date and transmitting the desired positioning of the centre to the market (target segments, general public, the media, institutions, etc.) due to the great confusion that had arisen with respect to the specific use of the former bullring, which in the end was granted.

We later put the strategy into action by means of a launch campaign far removed from the conventional image of a shopping centre and that transmitted the essence of the project: a unique space that brings together shopping, culture and leisure time activities located in a singular building of great tourist and architectural interest whose primary objective is to offer its national and international users a memorable visitor experience. To do this, the campaign image was inspired by surrealism, an artistic movement very closely linked to Catalonia and which fits well with the ideas of a bullring transformed into a shopping centre. In the image, the height of the building emphasises the fact that it has returned, after many years of absence, to the skyline of Barcelona and puts it centre stage as a monument destined to become one of the city’s must-see destinations.