El Boulevard: A Transformation Designed for Its City
- Customer CBRE Investment Management
- Architect CBRE Design Collective & KREAN
- Year 2024
- Location Vitoria-Gasteiz, Spain
El Boulevard has long been one of the most visited and beloved spaces in Vitoria-Gasteiz, a place where retail, daily life, and community intersect. In 2023, a new vision took shape: a comprehensive transformation supported by a €21.6 million investment.
The Challenge
With aging infrastructure and rising visitor expectations, El Boulevard needed to modernize without losing its identity, embrace technology without overwhelming visitors, and embody sustainability not as a trend but as a foundational principle. At the same time, it had to operate continuously throughout the renovation and preserve the trust and affection of its community.
The challenge was multifaceted: renew key spaces, elevate comfort and accessibility, embed sustainability at every level, and strengthen its position in a competitive retail landscape, all while staying open and remaining connected to the community.
In short: the center had to evolve, thoughtfully, sensitively, and boldly, while remaining unmistakably El Boulevard.
The Solution
The transformation united architecture, technology, inclusion, and sustainability into one cohesive story. The facade was redesigned with clean lines and dynamic LED lighting, while interiors were refreshed with natural tones and lighter colors, making the place more inviting.
As part of this renewal, Nova C seating was selected to support the center’s vision of softness and flow. Some of these configurations have been paired with generous custom planters, bringing greenery deep into the heart of the building and allowing nature to become a defining indoor element. Other configurations were designed to adapt to the size and rhythm of each area, integrating greenery where possible while remaining fully functional and considerate to the natural flow of visitors. Together, these elements help soften the architecture, introduce calmness, and strengthen the biophilic connection that characterizes the new El Boulevard.
In several areas, the configurations were designed to promote both social interaction and individual rest. Central clusters of Nova C configurations invite people to gather and engage, while more discreet side arrangements offer quieter, more personal moments. The project also integrated armrests with built-in chargers and the Nova C Table Wireless, enabling visitors to recharge their devices while resting. These additions help create a more complete, purposeful experience, one where people can pause, reconnect, and rely on the shopping mall to support their everyday needs through considerate design solutions.
Impact & Results
Six months after reopening, the renewed El Boulevard has shown encouraging signs of positive impact. Footfall and sales have grown steadily, and many tenants have chosen to upgrade their spaces to align with the new environment. Visitor feedback has also improved, reflected in a 4.45 Google rating, and the center now feels warmer and more comfortable, a place where people tend to pause a little longer and enjoy the atmosphere more relaxedly.
A particularly meaningful moment for the team came when the project was selected as the winner in the “Best Refurbishment Project” category at the MAPIC Awards 2025. The category highlights developments opened between January 2023 and May 2025 that demonstrate thoughtful renovation work.
Most importantly, El Boulevard has reaffirmed its place as a familiar, welcoming part of daily life. This modern, inclusive, and community-rooted destination reflects the evolving identity of Vitoria-Gasteiz.
Products in this project
Green Retail Spaces
We turn retail spaces into community places. We use the principle of biophilic design to create welcoming environments where shoppers are encouraged to stay for a while and experience their surroundings at a slower pace. After all, longer dwell times are correlated to greater spending.
Discover more retail design
Let us design your next retail project
Our in-house designers will help you with a free 3D floor-plan rendering.
