RiverEdge
Strategic identity for a cultural convergence hub
Strategic identity for a cultural convergence hub
Context
Context
Along the banks of the Mapocho River, Borderío was the epitome of luxurious gastronomy in Vitacura throughout the 90s. It was a place where Santiago's elite gathered to celebrate special occasions. However, time is relentless, and what was once a symbol of sophistication had become a space that newer generations perceived as pretentious and disconnected from the contemporary city.
Yet, change was in the air. New tenants began showcasing a more warm and cosmopolitan vibe. Places operated with genuine passion, where hospitality surpassed formality. Borderío's management recognized this organic transformation and seized a unique opportunity: to completely reimagine its identity to become Santiago's most relevant cultural convergence point.
The challenge was monumental. In a fragmented city where shopping centers dominated social life, Borderío aimed to offer something radically different: a space that provided a holistic cultural experience for all audiences, of all ages, and across all interests. A place that would revitalize the city itself.
Along the banks of the Mapocho River, Borderío was the epitome of luxurious gastronomy in Vitacura throughout the 90s. It was a place where Santiago's elite gathered to celebrate special occasions. However, time is relentless, and what was once a symbol of sophistication had become a space that newer generations perceived as pretentious and disconnected from the contemporary city.
Yet, change was in the air. New tenants began showcasing a more warm and cosmopolitan vibe. Places operated with genuine passion, where hospitality surpassed formality. Borderío's management recognized this organic transformation and seized a unique opportunity: to completely reimagine its identity to become Santiago's most relevant cultural convergence point.
The challenge was monumental. In a fragmented city where shopping centers dominated social life, Borderío aimed to offer something radically different: a space that provided a holistic cultural experience for all audiences, of all ages, and across all interests. A place that would revitalize the city itself.
Along the banks of the Mapocho River, Borderío was the epitome of luxurious gastronomy in Vitacura throughout the 90s. It was a place where Santiago's elite gathered to celebrate special occasions. However, time is relentless, and what was once a symbol of sophistication had become a space that newer generations perceived as pretentious and disconnected from the contemporary city.
Yet, change was in the air. New tenants began showcasing a more warm and cosmopolitan vibe. Places operated with genuine passion, where hospitality surpassed formality. Borderío's management recognized this organic transformation and seized a unique opportunity: to completely reimagine its identity to become Santiago's most relevant cultural convergence point.
The challenge was monumental. In a fragmented city where shopping centers dominated social life, Borderío aimed to offer something radically different: a space that provided a holistic cultural experience for all audiences, of all ages, and across all interests. A place that would revitalize the city itself.
The challenge was to transform a traditional gastronomic center into a space for holistic experiences that appeals to all audiences. Borde needed to become a genuine alternative for those seeking more than just a shopping center: a place where cuisine, sports, art, entertainment, outdoor life, and social gatherings naturally converge.
The challenge was to transform a traditional gastronomic center into a space for holistic experiences that appeals to all audiences. Borde needed to become a genuine alternative for those seeking more than just a shopping center: a place where cuisine, sports, art, entertainment, outdoor life, and social gatherings naturally converge.
The challenge was to transform a traditional gastronomic center into a space for holistic experiences that appeals to all audiences. Borde needed to become a genuine alternative for those seeking more than just a shopping center: a place where cuisine, sports, art, entertainment, outdoor life, and social gatherings naturally converge.
Quick Overview
Quick Overview
Disrupt
The new identity emerged with crystal clarity. Borde. A name embracing its unique position as the vibrant edge of the city, where everything converges. The value proposition was distilled into a simple yet profound promise. "We are your second home".
This, more than just a marketing phrase, was the perfect translation of the team's internal culture into a tangible experience. If they felt like hosts of a grand party, then Borde needed to be the most welcoming place in Santiago, an extension of home where everyone could feel welcome.
The experience system was designed as interconnected micro-experiences that reflected this philosophy:
The place: A modular space that invites you to stay 24/7. Coffee in the morning, brunch at noon, drinks in the evening. The perfect refuge when it rains.
Culinary experiences: Removing all pretension, the gastronomic offering was presented as the simple intersection between context and a delicious yet modest experience for every occasion.
Community: A CRM system from day one to get to know each visitor and offer them exactly the experience they seek, when they seek it.
Content: An area dedicated to ensuring that things are constantly happening at Borde. New music, emerging artists, unexpected encounters.
Seamless shopping: All transactions online, creating a space where money never interrupts the human experience.
The new identity emerged with crystal clarity. Borde. A name embracing its unique position as the vibrant edge of the city, where everything converges. The value proposition was distilled into a simple yet profound promise. "We are your second home".
This, more than just a marketing phrase, was the perfect translation of the team's internal culture into a tangible experience. If they felt like hosts of a grand party, then Borde needed to be the most welcoming place in Santiago, an extension of home where everyone could feel welcome.
The experience system was designed as interconnected micro-experiences that reflected this philosophy:
The place: A modular space that invites you to stay 24/7. Coffee in the morning, brunch at noon, drinks in the evening. The perfect refuge when it rains.
Culinary experiences: Removing all pretension, the gastronomic offering was presented as the simple intersection between context and a delicious yet modest experience for every occasion.
Community: A CRM system from day one to get to know each visitor and offer them exactly the experience they seek, when they seek it.
Content: An area dedicated to ensuring that things are constantly happening at Borde. New music, emerging artists, unexpected encounters.
Seamless shopping: All transactions online, creating a space where money never interrupts the human experience.
The new identity emerged with crystal clarity. Borde. A name embracing its unique position as the vibrant edge of the city, where everything converges. The value proposition was distilled into a simple yet profound promise. "We are your second home".
This, more than just a marketing phrase, was the perfect translation of the team's internal culture into a tangible experience. If they felt like hosts of a grand party, then Borde needed to be the most welcoming place in Santiago, an extension of home where everyone could feel welcome.
The experience system was designed as interconnected micro-experiences that reflected this philosophy:
The place: A modular space that invites you to stay 24/7. Coffee in the morning, brunch at noon, drinks in the evening. The perfect refuge when it rains.
Culinary experiences: Removing all pretension, the gastronomic offering was presented as the simple intersection between context and a delicious yet modest experience for every occasion.
Community: A CRM system from day one to get to know each visitor and offer them exactly the experience they seek, when they seek it.
Content: An area dedicated to ensuring that things are constantly happening at Borde. New music, emerging artists, unexpected encounters.
Seamless shopping: All transactions online, creating a space where money never interrupts the human experience.
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Brand Story
Branding Design
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Entrepreneurs
Industry
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