No matter where you go or who you ask. There are certain icons that everyone recognizes worldwide. They are part of a border -proof visual heritage. A clear example are The Olympic ringsthe symbol of peace or the dollarthe arroba or the Celebrate Smilethe smiling yellow face designed decades for Harvey Ball. If we probably did a survey most people would include in that list of universal symbols The subway logo from London.
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Madrid It seems determined The same thing happens with your suburban.
What happened? What Metro de Madrid has surprised with A peculiar proposal. One that has little to do with trains, infrastructure and schedules. Or yes. The institution has just presented an official clock, a submersible Berbier piece, stainless steel and sapphire crystal ‘inspired’ in the capital’s suburban.
The images that they have already been seen show the red, blue and white logo of Madrid in the sphere and how the marks of the hours are decorated with The colors of the different lines. One, light blue; two, red; three, yellow; four, brown … in another historical wink at the bottom of the sphere appears The figure “1919”the year in which the First Line Four Caminos-Sol was inaugurated.
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Is more known? Yes. Sunday The world slid Some details of the launch. The idea is to create only 50 numbered units that will be sold for 395 euros. Too much money? No problem. In case the Limited Editing Berbier clock is exhausted or the client wants to pay less, Metro plans to market another, cheaper model, which will incorporate a similar sphere with interchangeable silicone straps in four colors. The price in that case will be 120 euros.
However, there is much more interesting fact. Not by what he tells us about the clock itself, but of the Metro plans. According to Precise The worldthe new accessory can be bought unocidly in the store that the operator plans to release at the opera station. It will be The third (There is already one at the Sunstation and another in the Plaza de Castilla) and the idea is that not much to open its doors.
In January He pointed to the second half of 2025 already early summer It was specified that the space is probably available in the last quarter of the year, which will allow you to take advantage (at least partly) the Christmas campaign.
Metro stores? That’s how it is. In itself, stores are not a novelty. As Remember Europa Pressthe history of the Metro store can be traced at least 1984, when it opened its sun sales space. Several decades later, at the end of 2017, added the place of Plaza de Castilla. Today its catalog of items can be consulted (and buy) also in latientademetromadrid.com. In addition to selling merchandising Officer and pieces such as the new Berbier watch, the opera space will serve travelers as office Customer service.
But … What do they sell? They don’t sell, better. His articles list It is amazing broad: bolis, bags and backpacks, cushions, sweatshirts, fans, bottles, socks, notebooks, toys, cups and even lames with stations posters such as Santiago Bernabéu or metropolitan state. All related in one way or another to the Madrid suburban. Most show the famous blue, red and white logo or incorporate the colors of the different lines.
In the wide metro catalog there is also Bestsellers They have stood out for their commercial success. For example, Some shoes Sports designed in collaboration with Titocustoms to celebrate the company’s 105 years. They launched as a limited series, but given their “great reception” Metro decided to create a new edition. In total more than 1,000 pairs have been sold. Another product with pull is The Christmas sweater. It was released in 2023 and they have already been dispatch More than 3,000 units.
Are there more figures? Yes. Not many more, but there is some that helps us understand the scope of the commercial stores of Metro de Madrid and especially its evolution. At the beginning of the year, when the plans to open the opera store were announced, the Europa Press agency wakefulness That in 2023 the volume of sales before taxes reached 127,470 euros, a record that exceeds the box of the previous year, which had been 81,619. That is, the billing shot more than 56% in a year. Most sales were channeled through physical stores (75%), highlighting above all sun, with almost 65,400 euros.
Why do you do it? To understand Metro’s commitment you have to know your data, but also (and even more) the context. His decision to open a new opera store coincides with two clear trends. The first is the increase in travelers. In January the company estimated that in 2024 it had reached its “historical user record”, with 715.2 million trips8% more than in 2023. The data of fact improves those registered by the company in the years before the pandemic.
The other trend is the increase in tourism. Especially that of foreign origin. Spain is close to passing the historical barrier of the 100 million of international visitors and there are those who believe that in not much time, By 2040will be the great tourist referent of the planet, surpassing France or the US.
Much of that flow is directed to destinations of the Mediterranean coast, the Canary Islands or Northern regions, such as Cantabria either Galiciabut Madrid also plays a key role in the national tourist fabric. In 2024 Madrid received More than 11 million of visitors. It is estimated that the international market meant 56% and generated more than 16,000 million euros, 21% more than in 2023, with a key weight of the US, Italy and France, although the Chinese are the ones who have grown the most, 74%.
And what is Metro? Everything indicates that taking advantage of that pull of visitors and users. After all, the new store will not open in any place. It will do it in Opera (Plaza de Isabel II), in the center of the city and near the Teatro Real, Plaza de Oriente, Puerta del Sol or the Royal Palace, among other great tourist claims. And although the Metro store has a website in which its items online can be purchased, the 2024 data show that Most of its sales They are channeled through physical stores themselves (75%). In opera there will now be a commercial space around 70 square meters.
If others do … Why isn’t Metro in Madrid too? That seems to be the company’s reasoning, determined to emulate similar signatures that have made their brand and merchandising become a global reference. The clearest example is probably that of the London Metro, whose circular logo, created to beginnings of the XXit is a recognized claim on the entire planet that can be printed on garment, umbrella, suitcases, cases … between a very long etcetera. The company also has a website commercial.
From Metro de Madrid already They have recognized that aspire to make their official store become “a marketing tool aimed at strengthening the perception of the brand” and that, beyond the logistics service provided by the company, they are not oblivious to the “emotional territory in which the Metro Madrid brand moves.”
The company It is determined to boost his name and has not hesitated to consult his British colleague in search of ideas. “We would love to be that known and that’s why we have contacted them to share their strategy,” I recognized in January to The confidential Miguel Oliver, of the client area, brand and subway media.
Image | Chris Parker (Flickr)
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