CBRE Manages the Rebranding of Dolce Vita Coimbra, Douro and Porto
The shopping centres managed by CBRE will be rebranded as Alma Shopping (Coimbra), Nosso Shopping (Douro) and Alameda Shop & Spot (Porto)
CBRE presents today the new brands for Dolce Vita Coimbra, Douro and Porto. The shopping centres are let and managed by CBRE since April and owned by Deutsche Asset Management. The rebranding process involves a total investment of 600.000 euros.
Through the new brands, CBRE initiates a new chapter in the history of these shopping centres, meeting different consumer profiles and, at the same time, reinforcing the emotional connection with each city. The creation of a brand for each shopping centre will also include refurbishments, changes in consumer communication and improvement in the respective tenant mix.
Dolce Vita Coimbra has been renamed as “Alma Shopping”, inspired in the history of Coimbra and related to the fact that it is placed in the city centre. This shopping will have a new positioning as the spot for shopping, entertainment and comfort for families in Coimbra. The new graphic image is inspired in Coimbra’s guitar and tear, meeting the identity and the colours of the city.
Formerly Dolce Vita Douro, “Nosso Shopping”, appeals directly to the emotions of its consumers and to a sense of belonging of the entire region.
“Alameda, Shop & Spot”, previously Dolce Vita Porto, will be a convergence point, working as a meeting point in the city of Porto and the revival of Alameda das Antas. The new brand brings a totally renewed name and design.
It is a privilege for CBRE and its team to be part of this ambitious and challenging project. This will be just the first phase of the repositioning process of each one of these assets, which will involve refurbishment, the introduction of new stores and the creation of new communication lines, as well as the interaction with the consumers of each shopping centre. The rebranding process of these three centres is also an evidence of our know-how in the management of shopping centres, reinforcing CBRE’s position in the market as the best partner in this class of assets. We believe that the solidity of the work undertaken will be reflected in the success of the new brands and in the performance of these shopping centres.
In November 2015, CBRE was responsible for the sale process of Dolce Vita Coimbra, Porto and Douro to Deutsche Asset Management, the most important transaction of the last 10 years in Portugal. Alma Shopping has 43.000 sq m, Alameda Shop & Spot has 39.000 sq m and both spaces have a total of 121 shops. At last, Nosso Shopping has 30.000 sqm and 105 shops.
These new mandates for letting and management are important steps for CBRE, reinforcing its position as a market leader in shopping centres amongst the international property consultants. Currently, CBRE manages important assets in Portugal such as Forum Aveiro, Parque Mondego, Torreshopping, Torre Oriente (Colombo), Central Office and Logicor industrial and logistics portfolio.