Barcelona Cruise Port Terminal, Spain

Umdasch re-designed and built the Barcelona Cruise Port Terminal, with the new concept aimed to break up the passenger flow and create a more immersive experience. In-fitting with the character of the vibrant city of Barcelona, the design concept reflects the identity of the city. From the beautiful floor designs reminiscing the artwork of Antoni Gaudí, to the open markets resembling those found across Spain, the new concept envelops shoppers in the culture of Barcelona and entices them to explore the retail options available. The central area, called the “Plaza” sits under canopies, surrounded by large concentric circles, a shape theme running throughout the design to divide the larger area into more intimate ones. Two areas are clearly defined: the more generic duty free and local produce, including Barcelona football team souvenirs.

There was a linear concept in the terminals before, so to create a more engaging concept, the flow needed to be reconfigured on a strategic level by analysing entry and exit pathways. Travellers now pass through the travel retail space and circular lines encourage a more leisurely, irregular path around the area, creating a more positive experience for the customer. Within the market area, there are columns cladded with virtual posters and visual merchandising. This is a visual attraction point, which not only created a segregation of the areas, but also enabled additional advertising.

Based on the colours and architectural design of the city, the floor tiles patterns and the pastel red, yellows and oranges on the canopies give an indirect nod to the local culture. The colourful area underneath the local market canopy and produce reflects the vibrant local identity and culture and the circulation areas are more neutral in colour and pattern to avoid the sensory overload.