• The new 300 sqm space is dedicated to innovative brands and concepts, ready to test their products in a pop-up format

• Castellana Properties and The Retail Crew are joining forces to explore new brand management and rotation strategies that resonate with today’s consumers

• The initiative aims to foster innovation in the retail sector and support emerging brands with national scaling potential

Castellana Properties, the specialist listed retail property firm, has announced the launch of a groundbreaking new pop-up space in Los Arcos shopping centre, created in partnership with The Retail Crew. The collaboration aims to reimagine the shopping experience and pilot new concepts in the retail sector.

Measuring over 300 sqm, this new space has been designed to offer a radically different customer experience. It will host innovative brands ready to test their products, market fit and business models in a pop-up format, operating from kiosks set in a shared piazza. The brands that succeed could become permanent fixtures in the centre.

The initiative offers a way for Castellana Properties and The Retail Crew to explore new brand management and rotation strategies, creating a dynamic visitor experience where there is always something new to discover. It’s all about curating an innovative retail mix that moves with the market’s changing tides.

It will allow Castellana Properties and The Retail Crew to deepen their knowledge and experience of the emerging brand management landscape, so they can identify and support brands with national scaling potential and help them sprint towards success.

Castellana Properties plans to roll out this novel approach to other shopping centres in its portfolio, thus strengthening its hand as a leading player in the world of disruptive retail.

Carlos Guinea, Director of Innovation at Castellana Properties, said: “At Castellana Properties we view innovation as a key part of our strategy — a way to tap into new business models that will shape the future of our sector. That’s why we are proud to be partnering with The Retail Crew to redefine the retail experience, keeping the consumer firmly in the driving seat.”

Carlos García Roca CEO and founder of B, commented: “This initial pop-up space is a bold move from Castellana Properties and The Retail Crew to inject new energy into the centre and bring new life to underused areas. Our goal is to seek out new brands with a distinctive offer and unique approach to enrich the current lineup of stores and kiosks and capture our visitors’ imaginations. We want to lead the sector in the quest for new and innovative concepts, and that’s exactly what we’re doing at Los Arcos.”