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Verkaufsebene(n)

Shopping in Schwabach has a new name

The shopping center, which was opened in 1975, is located about 20 kilometers south of Nuremberg. From 2009 to 2012, the property was completely revitalized and developed from a retail park to a hybrid mall. On a total rental space of approximately 36,300m² spread over two floors, there are 33 shops and specialist stores, among which are the anchor tenants Real, Media Markt, Modepark Röther, Smyths Toys, dm-drogerie markt and Intersport Voswinkel. For more than 40 years, the center at Falbenholzweg in Schwabach bore the name “huma Einkaufscenter”. At the end of May 2017, the new name “ORO” and the new logo were introduced at a major unveiling event. ORO - Italian and Spanish for gold – seizes upon the tradition of Schwabach as the gold-beater town, where beaten gold is still produced today. Already during the purchase of the center by the real estate investment manager Nuveen Real Estate in the previous year, it was clear that the name huma cannot endure, because “huma” is short for "Hurler-Magazin", the former owner and operator of the shopping center.

Branding

MEC took over the management mandate from Nuveen Real Estate for the Center in May 2016. Since then, MEC has been working on the rebranding of the established center in cooperation with Nuveen Real Estate and the design agency kplus concept from Düsseldorf. The first step was finding a new name for the location. After extensive research and examinations of trademark law, the participants decided on the name ORO, which underlines the commitment to the tradition of the city. The next step was the development of the logo. The orange tone integrates harmoniously into the overall design of the center, where yellow is the dominant color. Also in the typography, the oval, organic forms of the property were picked up. In addition, orange-yellow plates above the lettering were added, symbolizing the beaten gold the city of Schwabach is famous for. Additionally, a site survey with a detailed documentation of all the specifics on site was carried out. Because the complete rebranding of a site does not only include designing a new logo, but also adapting the entire way finding system in the indoor and outdoor areas of the center to the new design. This includes, among others, signage, info steles, flags, column claddings, doors, escalators and elevators. The branding concept was embedded in an extensive communication concept which takes into account the announcement of the new name from the opening until well into the next year.

Data and facts

  • opening1975
  • Introduction of the new nameMay 26th, 2017
  • Current sales area29.700
  • of rentable space36.300 m²
  • Anchor tenantsReal, Media Markt, Modepark Röther, Smyths Toys, dm-drogerie markt, Intersport Voswinkel
  • Number of tenants33
  • Free parking spaces1.400

Map

ORO Schwabach
Am Falbenholzweg 15

91126 Schwabach
phone: +49 (0) 9122 603 997-0
fax: +49 (0) 9122 603 997-19