Crafting Timeless Elegance: The Branding Journey of Galería Canalejas
With agency Story&Co Barcelona.
Creative director: Vladimir G. Zivanovic,
Art director: Kevin Curtis
Concept & Strategy: Tania Story
The Client
Galería Canalejas is an iconic multi-brand luxury shopping mall and gastronomy hub in the heart of Madrid.
The Objective
To develop a wide range of brand applications aimed at their luxury audience (B2B and B2C).
The Solution
This project was developed while working at Story&co, an agency specialised in brand development for real estate and retail clients. As the acting creative director, I helped develop the brand guidelines in close collaboration with a team of graphic designers and marketing strategists.
La Galería de Canalejas epitomises timeless luxury. The logo is inspired by the architecture of the historical building itself so we decided to develop a brand language strongly connected to Madrid’s visual heritage.
The expectations were that every piece of communication had to speak to all five senses and instantly convey elegance, sophistication and luxury. To do so, we were selective in every detail: paper quality and feel, colours, materials, online experience and tone of voice.
Whenever possible, we used traditional techniques such as manual binding and stamping, and experimented with using high quality textiles instead of paper for the brochure to enhance the customer’s experience.
