Project Case Study

Cristal Shopping

Porto Alegre, Brazil

Marketing Developments undertook a market and feasibility assessment along with a retail mix/positioning study for the proposed mixed-use development in Porto Alegre, Brazil. Factors incorporated in the assessment included analysis of anchor, specialty retail, entertainment clustering, office and residential elements in a tightly defined and complex evolving market.

Marketing Developments also focused on increased building efficiency and right strategic and logistical layout as well as retail expense structure that would effect both project and retailer performance. Part of the analysis and planning included crafting a concept for the project in an urban context for the developer whose experience was largely suburban.

This blending of urban-suburban features maximized project design while better appealing to the market. Decision-makers were provided with critical insights regarding the positioning of the project, the best tenant mix, project reconfiguration and the interaction between the elements.

The assessment also factored probable competitive changes and consumer preference escalation within the local and regional market that could impact future expansion plans for Cristal.

Transportation systems, planned improvements, mode of access by potential client group were factored into the cultural and retail patterns analyzed for the Cristal Project. The resultant assessment and analysis permitted Cristal to be positioned within the market for long term endurance with a tenant mix that flexed to meet growing and changing consumer patterns.