Promotionating the city center retailers. Identity of the Outlet-fashion Fair
We were commissioned from the Association of Merchants Murcia Center,to design this event identity. The Outlet Fair is an open air fair, in which are installed in the center of the city stands from a selection of shops across the city, to expose their products with great discounts.
In recent years this type of events are becoming more popular, getting to celebrate two editions a year.
Paparajote Estudio Creativo approached the commission by working together with the client the briefing in which the target was defined as women between 30 and 60 years.
We chose to create an event identity based on an illustration with a retro touch, made in 3 tones, mint green, red and grayscale, using textures that gave the effect we wanted to achieve.
The identity was developed in all the posters and signage of the event.
The result was a fresh and contemporary image, with a retro touch that connected with that wide range of age of the women to whom it was directed.
This Fair Outlet is organized by the Association of Merchants of Murcia Center together with the local Town Hall.
The Association of Merchants of Murcia Center emerged in Murcia as a platform for defense, protection and promotion of the small business of the city center, as opposed to the model of shopping centers located in the extraradios, based on the American model, and so common in our days .
The origin of the shopping centers is based on the great galleries that were born in the second part of the 19th century in many European metropolis such as the Vittorio Emmanuel Gallery in Milan, inspired in turn by ancient models such as the Greek agora, the Roman forum or the Oriental bazaar
These shopping centers were located in the heart of cities, and were an important pillar in the domestic economy of the city, as well as a social and cultural center.
The earliest precursors of modern shopping malls appeared in the United States in the first half of the twentieth century, located on outskirts, already conceived as a whole. These included a parking as they forced the use of the vehicle to get to it.
Murcia is a natural shopping center in which its 300 days of sunshine a year allow us to enjoy an outdoor commercial experience, through its historic center and its lively streets and squares. The personal, unique, more human and close treatment, as well as the quality and exclusivity of their signatures, make the Murcia Center trade a reference in fashion, restoration and services. Its historic center has one of the largest pedestrianized areas in Spain, so shopping in it means enjoying its streets without cars or pollution, and being surprised by the urban culture outdoors.
The commercial dynamization of the neighborhoods of our cities allows the balance of the domestic economy, to establish a circular flow in which money is reinvested in the community, far from going to large multinationals.