
Torre Sevilla, pistoletazo de salida con 100 millones de inversión y apuesta por la omnicanalidad
Torre Sevilla, completo seis años después. El centro comercial, impulsado por CaixaBank, abre hoy sus puertas al público, culminando así un desarrollo urbanístico que comenzó a gestarse en los noventa. Sólo el complejo, situado en el centro de la ciudad hispalense, ha supuesto una inversión de cien millones de euros, un tercio de la destinada en su conjunto al macroproyecto.
Torre Sevilla sube la persiana en plenos tambores del Apocalipsis Retail y con un agitado entorno del sector en Sevilla: Palmas Altas anunció la semana pasada que cambió su nombre a Lagoh, mientras que el proyecto del centro comercial Alcora se ha cancelado.
El nuevo complejo sevillano es un desarrollo mixto que incluye, además del centro comercial, un edificio de oficinas, un hotel Eurostars, CaixaForum Sevilla y el Parque de Magallanes. El centro comercial, diseñado por el arquitecto argentino César Pelli, está compuesto por dos grandes edificios que suman 26.700 metros cuadrados de superficie bruta alquilable (SBA) y 43.000 metros cuadrados construidos.
Torre Sevilla incluirá un nuevo espacio dedicado a la integración omincanal, con herramientas como el ‘click and collect’
El complejo ha abierto sus puertas al 95% de ocupación, y con Primark, Fnac e Ikea como locomotoras. “La gente ya no sale de compras, sino a pasear, y formatos como los hipermercados han dejado de ser el motor”, explica Antonio Cayuela, presidente de BuildingCenter y administrador único de Puerto Triana (la sociedad que controla el complejo), a Modaes.es.
En este sentido, Cayuela hace hincapié en la ubicación de Torre Sevilla, en pleno centro de la ciudad, y en la integración con el edificio de oficinas y el hotel, con lo que se asegura un tráfico “cada día de la semana”.
“Los centros comerciales están cambiando, igual que el retail: la tendencia pasa por volver al comercio de proximidad, con formatos más pequeños pero muy accesibles, cerca de la ciudad”, apunta el ejecutivo. La previsión de la promotora pasa por recibir en torno a ocho millones de visitantes al año.
“La tendencia pasa por volver al comercio de proximidad, con formatos más pequeños y en el centro”, defiende Cayuela
La oferta de Torre Sevilla incluye, entre otros, las primeras tiendas de Ikea, Primark y Xiaomi en el centro de la ciudad, además de restauración y servicios como un gimnasio o un formato de restauración a medio camino entre un supermercado y un restaurante de comida preparada para llevar.
“Los hipermercados han dejado de ser las locomotoras”, sentencia Cayuela. “El cine, lo descartamos por espacio, porque hay mucha oferta, y porque, en la era de Netflix, ya no tiene tanto atractivo”, sostiene.
Rincón ‘omnicanal’ para competir con la Red
En este sentido, Torre Sevilla planea también incorporar a medio plazo nuevos conceptos para fomentar la integración omnicanal y atraer tráfico al complejo en un momento en que el canal online gana cada vez más terreno.
En este sentido, la compañía pondrá en marcha un espacio, denominado Omni tech, donde integrará diferentes herramientas de omnicanalidad, como el click and collect. “Queremos ser un referente en la implantación de nuevas ideas en materia e omnicanalidad; aunque no creo que el canal online sustituya nunca al cien por cien a la compra física, es importante tener una buena experiencia de visita para atraer tráfico a las tiendas”, apunta el ejecutivo.
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