We started from scratch with market research and focus groups to test the architectural approach, the urban role of the space and how it fitted the real habits of the city. One of the key points was the 30,000 m² public square, conceived at first as the great centerpiece of the project. The research surfaced friction and opportunities, and the design of the space was adjusted to sit better with the Vigo market and the way it lives the city.
In parallel, we produced a construction documentary that ran alongside the entire build. Not as a promotional piece, but as a storytelling tool: explaining what was happening, why and for whom. In a project that combined a railway station with a shopping center, the narrative mattered as much as the final result.
We built the complete branding for Vialia Vigo, defining its identity, visual system and tone, along with the brand manual, the website, the cultural program and every brand touchpoint. We supported the launch with the concept for the opening, the events program, the anniversaries and the development of the wayfinding and the visual elements of the space.
As part of the brand ecosystem we created Vialio, the mascot of Vialia Vigo, designed to humanize the project and build an emotional bond with audiences of every age, reinforcing the cultural and social dimension of the center.
Since it opened, Vialia Vigo has passed 12.8 million visitors. Each anniversary has drawn more than 100,000 people in just two days, and over the four years of brand management more than 900 events have been staged, establishing the space as a genuine cultural and social engine for the city.
The result is a living brand, made to coexist with Vigo, able to support an iconic piece of architecture without imposing on it, and to evolve over time while keeping coherence, closeness and a sense of the city.
