From a regional shopping center to a national icon: Chipichape, 30 years enchanting Colombia

The Challenge

Three decades ago, Chipichape was born as a pioneering commercial project in northern Cali. Its challenge was not only to remain relevant, but to become a national benchmark, connect with new generations, and continue to be an emotional icon in the lives of Cali residents.

The challenge?

How to continue to delight, attract traffic, and represent
an entire city in a changing and competitive market?

The Strategy

INNOVAbrand has been the
strategic consultant of
Chipichape for more than
25 years. We have led the
comprehensive positioning of the
brand since its inception:
since the creation of the slogan
“Charming Chipichape”
until the construction of its
narrative as ambassador of
Cali-ness.

Our work has been constant and thorough:

We design institutional and commercial communication, align the brand’s visual identity with its emotional essence, and build the narrative for each season, each activation, and each brand action.

Comprehensive Implementation

  • We have supported the communication of all institutional and cultural events held during its 30 years
  • We design strategies to attract traffic, boost sales, and strengthen the emotional connection with the visitor.
  • We lead your institutional, social and promotional campaigns
  • We create unforgettable brand experiences, such as themed sculpture exhibitions, family entertainment activities, promotions, and creative activations.
  • We created well-known campaigns such as "The Charm of Being from Cali", among many others
  • We promote social responsibility initiatives, including award-winning breast milk donation programs and mental health initiatives.
  • We manage and energize social media content, aligned with the brand's strategy and engaging voice.
  • We have been a constant ally in building value, together with an impeccable internal marketing team and exceptional managerial leadership.

Results

Today, Chipichape is recognized by media outlets such as Semana, Portafolio and El País as one of the five shopping centers that sell the most in Colombia, with more than 43 new brands recently joining its portfolio.

But beyond the numbers, its true achievement is the emotional positioning it has built: there is no other shopping center in the country – or in the world – that has declared itself an ambassador for its city with such coherence, strategy and passion for representing its culture.

Chipichape is today the most visited and fondly remembered place for Cali natives living abroad, and a must-see for tourists. It celebrates its 30th anniversary with more than enough merit: enchanting, inspiring, and leading the way.

And you? Do you want to build a brand with soul, strategy and results like Chipichape?

Schedule a strategic consultation with INNOVAbrand.

contacto@innovabrand.com