Les Allées Shopping® de Bayonne The regional shopping centre designed for customers
Press release November 2013
Presse contact : Creative RP Marie-Pierre Darmon and Judith Layani [email protected] +33 01 45 00 33 64 SUMMARY
A new shopping experience designed for and with customers p.3 A strategic location with exceptional accessibility p.4 A wide and varied selection of stores types and services p.6 Architecture and design devoted to comfort p.7 A strong identity and brand campaign p.12 Agreements and authorisations for opening end 2015 p.13 The project in figures p.14 The Sodec Group p.16
page 2 A NEW SHOPPING EXPERIENCE DESIGNED FOR AND WITH CUSTOMERS
Les Allées Shopping® de Bayonne, the future retail hub of the Landes and Basque Country region, by the SODEC group, is offering a shopping experience that is unique in the region: a place designed around modern life and leisure which can adapt to the needs and desires of consumers, particularly women.
Given that the majority of visitors to shopping centres are women, Les Allées Shopping® de Bayonne is specifically designed to ensure they receive the best levels of service whilst also catering for male customers. From ease of access to architecture, interior decoration to the selection of stores and services, the new shopping hub is centred on its customers.
Within a beautiful natural setting, Les Allées Shopping® de Bayonne benefits from a strategic location in the heart of the dynamic Basque-Landes region. With excellent transport links, the project will create 100,000 sq. metres of GLA, which makes approximately 70,000 sq. metres of retail space, including the first Auchan hypermarket in the region and a complete and varied selection of stores across all categories.
In order to develop the project, SODEC turned to the best shopping centre specialists. Thanks to the quality of the architectural and overall design, the future retail hub is set to become a unique regional destination, offering an enjoyable time and unrivalled comfort in the Landes and Basque Country region. Les Allées Shopping® de Bayonne is building its brand image through a communications campaign and a digital platform, currently under development.
LES ALLÉES SHOPPING®, A NEW MODEL FOR THE LANDES AND THE BASQUE COUNTRY REGION
MID-SIZE STORES WALKWAY
Les Allées Shopping® de Bayonne page 3 Press release - novembre 2013 Non-contractual document A STRATEGIC LOCATION WITH EXCEPTIONAL ACCESSIBILITY
Les Allées Shopping® de Bayonne shopping centre benefits from a key location in the largest urban area between Bordeaux and Spain, on the edge of Bayonne and just minutes from the beaches of the Landes region.
The SODEC project has no competition to the north of Ardour, an area characterised by strong and sustainable demographic, economic and urban growth, but with a poorly-structured retail sector.
Bayonne and the south of the Landes area have a populationHossegor growth rate which is twice the national average and up to three times the national average to the north of Ardour. The shopping centre will also benefit from seasonal visitors thanks to the high number of second homes in the area and the dynamic tourism sector. Capbreton Les Allées Shopping® de Bayonne will also benefit from its proximity to the future business park of Seignanx 8 (3,000 employees), the port of Bayonne (3,500 employees) and the futureCapbreton TGV station.
Labenne Océan Labenne BORDEAUX DAX Ondres LANDES Plage (40) (ex-RN10) D 810 A63 Tarnos Ondres Plage Parc d’activités économiques
D 26 Rocade nord D 85 7 PAU Port Tarnos ONDRES de Bayonne D 85 Boucau
D 817 (ex-RN10) Golfe de Gascogne BayonneD 810
Gare L’Adour TGV 6 Anglet BAYONNE Nord
Biarritz A63 4 5 Urt Bayonne Sud 1 Mouguerre-Bourg A64 PAU
2 Mouguerre-Elizabery 3 Briscous 4 0 1 2 km Biarritz
Bidart Espagne
Guéthary
PYRENEES-ATLANTIQUES (64) Saint-Jean- page3 4 Jean-de-Luz Nord SAN-SEBASTIAN de-Luz 3 4 5 km BILBAO
Espagne The zone of influence is estimated to be home to almost 1,490,000 inhabitants, of whom approximately 764,000 live within 45 minutes of the site, including seasonal clients. The part of the area located to the north of Ardour contains almost 514,000 inhabitants (comparable to the population of Lyon), of whom about 293,000 live within 45 minutes travelling time.
The centre offers exceptional accessibility. It is located just off exit no. 7 (Ondres) of the A63 motorway, i.e. on the A63 interchange/ northern Bayonne ring road, with fast, direct connections to the centre of Bayonne and to the centre of the road network with connections in all directions: D810 (ex N-10), D817 and D85 (northern Bayonne ring road), D26.
Accessibility to Les Allées Shopping® de Bayonne via public transport and ‘soft’ modes of transport will be ensured through an extension of the bus network and cycle paths.Exc AreasE willptional be set aside for bicycle accparking, EssibilitY car-sharing and electric vehicles.
Bordeaux Bordeaux by car D 2 THERE WILL BE AN ESTIMATED 6 NORTH-SOUTH AXIS NINE MILLION VISITORS D 26 Just off exit 7 of the A63. TO THE CENTRE EACH YEAR 2 mins. from the D810 (ex-N10). A63 Pau (via D817) EST-WEST AXIS AND RING ROAD Direct access via the D26, D85 and D817
(ex-RN10) Shopping Centre (northern Bayonne ring road). North ‘‘ 810 10 mins. from the beaches. comprEhEnsiVE D accEss! thE sitE is VisiblE Beaches (10 mins.) from thE motorWaY D 85 (rocade nord)
Supermarkets South Tarnos by public transport Bayonne D 85 Bayonne and bicycle Pau (via D817) As soon as the centre opens there will be 7 frequent bus service (in dedicated lanes) ONDRES from Bayonne and the main towns of the Landes area, as well as cycle paths. 200 m Bayonne Spain AND… Wide access roads in anticipation of future growth with specific road signage.
5
Les Allées Shopping® de Bayonne page 5 Press release - novembre 2013 Non-contractual document A WIDE AND VARIED SELECTION OF STORES TYPES AND SERVICES
Les Allées Shopping® de Bayonne combines a regional shopping centre (northern sector) and a number of large sized specialized stores (southern sector). The programme includes:
• 100,000 sq. metres (1,000,000 sq. feet) of GLA, of which 70,000 sq. metres (750,000 sq. feet) are for the shopping centre • 80,000 sq. metres (860,000 sq. feet) of retail space • 180 stores o Auchan o 150 shops and services o 20 large and mid-sized stores o 10 restaurants • 4,000 parking spaces including 3,000 for the shopping centre
The future regional shopping hub offers a diverse and varied selection of stores and services which fit with what customers want, combining big names, new concepts, and international brands in all categories, including fashion, home decoration and furniture, culture, leisure, sports, services and restaurants.
Auchan, the second-largest French food retailer in the world, has chosen Les Allées Shopping® de Bayonne to open its first hypermarket in the region (12,000 sq. metres of retail space) as well as a drive and service station.
A large range of services allows customers to fully enjoy their shopping: a concierge, baby care room (baby change, bottle-warmers, etc.), nursery and games for kids, indoor and outdoor relaxation zones, connected centre with dedicated apps., Wi-Fi, interactive kiosks, etc.
YVAN OTSCHAPOVSKI, DIRECTOR OF AUCHAN GRAND OUEST « This project is right on the doorstep of the Bayonne-Anglet-Biarritz conurbation and the Landes coast. Auchan obviously wanted to make its participation in the project a priority. We were attracted to the design of Les Allées Shopping® de Bayonne which will be the most modern shopping centre in the region as well as offering a compact design and a wide choice of different stores. We are completely committed to the project: this will be our biggest store in our 5-year investment plan ».
page 6 ARCHITECTURE AND DESIGNED DEVOTED TO COMFORT
For the architecture of Les Allées Shopping® de Bayonne shopping centre, the SODEC group turned to Séquences, an architecture and urban planning agency based in Toulouse and Bayonne, who teamed up with landscaper Joseph Andueza, a long-term collaborator of Gilles Clément, in Biriatou. The overall design strategy was entrusted to Minale Design Strategy, a specialist in shopping centres, who also created the visual identity.
SOUTHERN ENTRANCE
Surrounded by vegetation and with views across varied landscapes, the site has an exceptional location within a natural setting. The architectural design was planned with this environment in mind, in order to provide exceptional comfort for customers and to create a space that feels different and adds value, both for customers and stores.
NORTHERN ENTRANCE
Les Allées Shopping® de Bayonne page 7 Press release - novembre 2013 Non-contractual document DeliberatelyLES ALLéES SHOPPING designed / LES PARKINGS to /be LA PINÈDE compact, the project by architect Jérôme Terlaud preserves the landscape and takes up little space. The shopping centre car park, which offers 3,000 parking spaces on one level and a dynamic guidance system, is housed under - and therefore close to - the shops. It will be hidden from view and protected from the elements whilst also offering natural daylight.
Above, the shopping centre is also organised on one level to favour fluidity of movement. Access to the stores is via 8 vertical connections which link to the centre of the wide walkways interspersed with large squares.
page 8 To ensure greater comfort, the space is bright and airy thanks to an emphasis on transparency, with beautiful glass roofs and walls to bring in the natural daylight and views.
Nature, comfort and freedom are the three pillars around which the work of Minale Design Strategy is built, challenging the usual shopping centre designs in order to encourage a break with the norm and an atmosphere that is contemporary yet timeless, calming and serene.
Inside the shopping centre, the decor is very natural, both in terms of materials and colour scheme. A variety of different atmospheres is created through different floor textures and the layout of the stores is organised according to the types of brands, in order to make navigation easier for customers:
• The service area, opposite Auchan • The shopping walkway, with a warm and intimate atmosphere • The mid-size stores walkway under a beautiful glass roof
SHOPPING WALKWAY
Les Allées Shopping® de Bayonne page 9 Press release - novembre 2013 Non-contractual document The centre offers two significant design features: the food court and the large central square
The food court has terraces arranged around a large, bright central space. The large glass front offers a dramatic panoramic view of the natural surroundings and, in the distance, the Rhune massif and the Pyrénées, giving the impression of a huge landscape canvas.
A HAVEN OF COMFORT, RELAXTION AND SERVICE IN A NATURAL SETTING
FOOD COURT
The large central square (1,400 sq. metres) offers a meeting place dedicated to relaxation or hosting events.
CENTRAL SQUARE
page 10 In terms of design, the agency was looking to create surprises and unexpected features as soon as customers first enter the centre. Particular attention was given to access, with wide roundabouts, dramatic entrances, smooth connections and leisure areas.
To create a convivial atmosphere, a number of relaxation areas with designer furniture were created as eye-catching features and to offer comfort and a sense of well-being for visitors. Toilet facilities were also designed with the same idea in mind, offering a spa-like atmosphere, with beautiful high-quality materials.
Outside, the design makes the most of the natural surroundings, which have been planned as a key factor in the site’s attractiveness. A large-scale landscaping project helps to build the site’s identity, ensures that visitors enjoy their visit as much as possible and integrates seamlessly into the natural environment.
LES ALLéES SHOPPING / MOBILIER PEDAGOGIQUE
ARRÊT 1 LE PARC Le Shopping Bus
Le pin maritime ARRÊT DU SHOPPING BUS (pinus pinaster) PARC AVENTURE
PARCOURS DÉCOUVERTE Implanté sur le littoral depuis plus de 8000 ans, Sin autem ad adulescentiam un arbre pousse naturellement : le Pin Maritime perdun uxissent, dirimi tamen CHEMIN PIÉTONS interdumine contentione vel uxoriae condicionis vel commodi alicuius, quod idemem adipisci Origines : Provenant du sud-ouest de l’Europe, cet arbre est très courant au sud de la côte atlantique, notamment dans les Landes, en Charente, en Sologne et BIARRITZ GARE / LES ALLÉES SHOPPING Du lundi au vendredi sur la côte méditerranéenne. Exigences culturales du pin maritime Bayonne Navarre 6.25 6.25 6.25 6.25 6.25 6.25 6.25 Bayonne Plein Ciel 7.10 7.10 7.10 7.10 7.10 7.10 7.10 Bayonne Gare 7.50 7.50 7.50 7.50 7.50 7.50 7.50 Il s’agit d’une espèce calcifuge, non CENTRE COMMERCIAL DU SEIGNANX Bayonne Mairie 8.40 8.40 8.40 8.40 8.40 8.40 8.40 Bayonne Navarre 9.21 9.21 9.21 9.21 9.21 9.21 9.21 gourmande en engrais, mais avide de Bayonne Plein Ciel 10.08 10.08 10.08 10.08 10.08 10.08 10.08 lumière et de chaleur. Ce pin est très Bayonne Gare 10.52 10.52 10.52 10.52 10.52 10.52 10.52 Bayonne Mairie 11.45 11.45 11.45 11.45 11.45 11.45 11.45 sensible au froid, ce qui limite sa Bayonne Navarre 12.22 12.22 12.22 12.22 12.22 12.22 12.22 progression vers le nord. Bayonne Plein Ciel 13.18 13.18 13.18 13.18 13.18 13.18 13.18 Utilisation Bayonne Gare 14.01 14.01 14.01 14.01 14.01 14.01 14.01 Bayonne Mairie 14.49 14.49 14.49 14.49 14.49 14.49 14.49 Bayonne Navarre 15.36 15.36 15.36 15.36 15.36 15.36 15.36 Le pin maritime est cultivé dans les Bayonne Plein Ciel 16.30 16.30 16.30 16.30 16.30 16.30 16.30 Bayonne Gare 17.15 17.15 17.15 17.15 17.15 17.15 17.15 Landes pour sa capacité à xer le sable, Bayonne Mairie 18.05 18.05 18.05 18.05 18.05 18.05 18.05 mais aussi pour son bois utilisé dans les Bayonne Navarre 18.50 18.50 18.50 18.50 18.50 18.50 18.50 Bayonne Plein Ciel 19.45 19.45 19.45 19.45 19.45 19.45 19.45 charpentes, la papeterie et la menuiserie. Bayonne Gare 20.35 20.35 20.35 20.35 20.35 20.35 20.35 Autrefois, on récoltait sa résine dont on tirait la térébenthine.
LES ALLÉES SHOPPING / BAYONNE GARE Du lundi au vendredi Bayonne Navarre 6.25 6.25 6.25 6.25 6.25 6.25 6.25 Bayonne Plein Ciel 7.10 7.10 7.10 7.10 7.10 7.10 7.10 Bayonne Gare 7.50 7.50 7.50 7.50 7.50 7.50 7.50 Bayonne Mairie 8.40 8.40 8.40 8.40 8.40 8.40 8.40 Bayonne Navarre 9.21 9.21 9.21 9.21 9.21 9.21 9.21 Les fruits: Provenant du Bayonne Plein Ciel 10.08 10.08 10.08 10.08 10.08 10.08 10.08 sud-ouest de l’Europe, cet Bayonne Gare 10.52 10.52 10.52 10.52 10.52 10.52 10.52 Bayonne Mairie 11.45 11.45 11.45 11.45 11.45 11.45 11.45 arbre est très courant au Bayonne Navarre 12.22 12.22 12.22 12.22 12.22 12.22 12.22 sud de la côte atlantique, Bayonne Plein Ciel 13.18 13.18 13.18 13.18 13.18 13.18 13.18 Bayonne Gare 14.01 14.01 14.01 14.01 14.01 14.01 14.01 notamment dans les Bayonne Mairie 14.49 14.49 14.49 14.49 14.49 14.49 14.49 Landes, en Charente, en Bayonne Navarre 15.36 15.36 15.36 15.36 15.36 15.36 15.36 Bayonne Plein Ciel 16.30 16.30 16.30 16.30 16.30 16.30 16.30 Sologne et sur la côte Bayonne Gare 17.15 17.15 17.15 17.15 17.15 17.15 17.15 méditerranéenne. Bayonne Mairie 18.05 18.05 18.05 18.05 18.05 18.05 18.05 Bayonne Navarre 18.50 18.50 18.50 18.50 18.50 18.50 18.50 Bayonne Plein Ciel 19.45 19.45 19.45 19.45 19.45 19.45 19.45 Exigences culturales du pin Bayonne Gare 20.35 20.35 20.35 20.35 20.35 20.35 20.35 maritime. Il s’agit d’une espèce
Le pin maritime des landes Le pin maritime Charente
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Les Allées Shopping® de Bayonne page 11 Press release - novembre 2013 Non-contractual document A STRONG IDENTITY AND A BRAND CAMPAIGN
The opening of a new shopping centre is similar to establishing a new brand. The brand image of the shopping centre is being built from now on, based on its visual identity and on a campaign to be launched shortly by the agency Change.
Elegant, modern and sleek, the new logo designed by Minale Design Strategy was inspired directly by the centre’s facade: a key part of the identity, the facade has a double metal ‘skin’ with a motif made up of oblique bars which evoke nature. This motif can be found all around the site, from the facade to the exterior sign-posting and interior decoration.
Communication has started well before the opening with the creation of a specific graphic atmosphere and will develop the image of a shopping centre that is particularly focussed on the needs of women, highlighting the offers and services designed with them in mind.
During the pre-opening period, the digital strategy is a key element of the strategy. The agency works on a content-rich platform (web, mobile, social networks), which will allow to create links with retailers and future customers and, further down the line, to ensure customer loyalty.
A NEW VISUAL IDENTITY INSPIRED BY
THE UNIQUE FACADE Un centre de shopping pensé pour ses client(e)s
Un site unique de 100 000 m2 GLA, avec Auchan et 180 commerces à 5 minutes de Bayonne
Presse advertisement November 2013
Une très GrAnde des AmBiAnces des cLientes fAciLité d’Accès différenciées priviLéGiées A63, RD810, RD26, Rocade Auchan et mail services Un centre dans un écrin Nord de nature Mail boutiques Accès TC rapide depuis Halte garderie et jeux Bayonne centre Mail moyennes surfaces pour enfants Parking abrité avec 8 accès Food court avec vue Espaces de détente indoor aux mails panoramique sur les Pyrénées et outdoor - RCS 444 630 784 Crédit photo : Minale Design Commerces sur un seul niveau Services et attentions pour les femmes
oUvertUre fin 2015
012217E_AP_SitesCommerciaux_240x320_B.indd 1 23/10/13 15:22
page 12 AGREEMENTS AND AUTHORISATIONS FOR OPENING END OF 2015
The retail hub of the Landes and Basque Country region is part of the local development policy.
Seignanx SC, developer and investor, and SODEC, who are taking on the design, construction, management and operation of Les Allées Shopping® de Bayonne, have made a series of commitments relating to :
• The environment: the building will be designed according to the reference document “NF Commerces Démarche HQE®”. Seignanx SC is committed to the objectives concerning energy use, biodiversity, risks and nuisances, water and waste management and green spaces.
• Jobs: as part of the jobs and training charter for the Seignanx business park, Seignanx SC is committed to giving priority to local businesses for all earth-moving, construction, landscaping and site management work and the setting up of certain activities.
• Dynamism of local business: Les Allées Shopping® de Bayonne will offer advantageous conditions to local businesses who wish to open an additional store. Two agreements have been signed respectively with the Association of Retailers and Artisans of Bayonne (UCAB) and Daxatou, the Retailers Association of Dax.
The necessary authorisations and planning permission having been obtained, the northern sector of Les Allées Shopping® de Bayonne (70,000 sq. metres GLA) entered the operational construction phase in 2013. ON TRACK FOR The calls-for-tender and leasing are currently underway. AN END OF 2015 OPENING On the 8th November 2013, the County Commission for Commercial Development (CDAC) for the Landes area also authorised the development of the southern sector (30,000 sq. metres GLA).
Les Allées Shopping® de Bayonne page 13 Press release - novembre 2013 Non-contractual document a rEliablE choicE
auchan, unique a complete and varied offer
Restaurants in the region Fashion, home decoration and furniture, sports, Mid-size stores culture, leisure, services and restaurants: all Auchan, the second largest French food Stores THE PROJECTS IN FIGURESthese categories are represented by a very Auchan hypermarket retailer in the world, has chosen Les Allées wide range of stores and formats, with plenty Shopping® de Bayonne shopping centre to of space for new concepts and international open its first hypermarket in the region, brands. with a drive and service station.100,000 80,000 180 4,000 sq. metres GLA sq. metres of retail spaces stores parking places
les allées shopping® de bayonne
shopping centre (north) sq. m sq. ft Auchan hypermaraket 12,000 sq. m retail space 17,000 183,000 150 stores 22,500 242,000 15 mid-size stores 22,500 242,000 10 restaurants 3,500 37,000 Leisure 2,500 27,000 Auchan Drive and service station 2,000 21,500 Total 70,000 770,000 3,000 parking spaces
large size stores (south) gla sq. m sq. ft 3 to 5 units 30,000 323,000 1,000 parking spaces
Restaurants Mid-size stores 9 Stores Auchan Hypermarket
page 14 thE bEst shopping cEntrE bEtWEEn borDEaux anD spain
a unique centre north of adour The A63, D810 (ex-N10), the D817 and D85 (northern Bayonne ring road), and the D26 ensure exceptional accessibility for Les Allées Shopping® de Bayonne shopping centre. The site is to the north of Adour, an area with strong sustainable growth in terms of its population, economy and urban areas, but a retailing sector which lacks structure.
population 2015, including seasonal visitors BORDEAUX north of adour south of adour total and the a64 and the a64 Zone < 10 mn 63,540 63,540
Zone < 20 mn 99,250 145,750 245,000 LANDES N10 (40) Zone < 30 mn 205,560 226,750 432,310 Zone < 45 mn 292,940 471,250 764,190 Mont-de-Marsan Zone of influence 513,870 973,930 1,487,800 A63 Dax
Bayonne Biarritz Orthez A63 A64 L’ADOUR 3 Pau SAN-SEBASTIAN BILBAO Espagne TARBES
PYRENEES-ATLANTIQUES (64)
Investment
Tranche Nord Tranche Sud TOTAL Seignanx SC €200 M €70 M €270 M Stores €100 M €30 M €130 M TOTAL €300 M €100 M €400 M
Jobs
More than 1,500 full-time jobs created once the centre is open More than 1,000 jobs created during the construction phase
Les Allées Shopping® de Bayonne page 15 Press release - novembre 2013 Non-contractual document THE SODEC GROUP
Investor, developer and manager of commercial real estate, SODEC is a family-owned group founded in 1998 and directed by its reference shareholder, M. Massaad Matar. Initially centred on real estate development, SODEC completed the Côte Seine in Argenteuil (95), the Grand Cèdre in Achères (78) and the 4 Boulevards in Calais projects (62).
In 2005, SODEC created a subsidiary dedicated to leasing and operating the shopping centres, directed by Gérard Solas (previously of Ségécé, Klépierre group).
In 2007, shareholders guided the group towards a focus on investment through the creation of Foncière SODEC. Henceforth, projects developed by the group are destined to be part of a portfolio of secure and perennial assets.
The SODEC group has therefore integrated all of the skills needed to succeed with its projects, from identifying land opportunities to building, leasing and operating the shopping centres that remain company assets.
The group finds innovative ways to satisfy the needs of customers and local authorities, creating attractive long-term sites that have all the necessary features for commercial success.
Projects are developed under two brands: Via Bella (Vitry-sur-Seine, Bagneux...), commercial projects open onto public space in urban centres; Les Allées Shopping (Bayonne, Montélimar, Boulleville), a shopping destination and a reference within its zone of influence, offering a very high-quality environment.
www.groupe-sodec.com
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