PRINCIPLE 01
Transform, rather than replace
Preserve existing retail activity and reuse infrastructure, contracts and buildings where feasible.
Barcelona · Horizon 2026—2045 · Prefeasibility document
A new
dimension
for the city.
A proposal to transform Diagonal Mar and its surroundings into an international district for entertainment, technological innovation and new infrastructure, while preserving its commercial activity.
Conceptual visualisation · Does not depict an approved development
€1,200 million
Overall investment assumption, with no financial commitment
2026—2045
Development, renewal and assessment horizon
6 areas
Retail, entertainment, innovation, hospitality, mobility and public space
Prefeasibility
Current stage: vision and preliminary studies
01 / The proposal
One district.
Many ways
to experience it.
The future of Diagonal Mar need not be a larger shopping centre. The opportunity would be to build on its retail base to connect experiences, businesses, research, cultural activity and shared spaces.
The proposal explores how the appeal of international entertainment could converge with the innovation capacity of technology ecosystems. It envisages gradual transformation rather than wholesale demolition.
Read the institutional prefacePRINCIPLE 02
Evolving experiences
Create adaptable shows and attractions instead of facilities that cannot be renewed.
PRINCIPLE 03
Applied innovation
Connect businesses, laboratories, education and safe, commercially useful technology demonstrations.
02 / Master plan
Architecture for
a new urban centre.
The shopping centre would be the public hub. Nearby buildings, acquired through negotiation, could house technology companies, hotels and additional attractions. Automated connections would only be built once their feasibility had been demonstrated.
Conceptual representation; the arrangement of buildings and tunnels has not been validated against cadastral plans or geotechnical studies.
CONCEPTUAL MODEL · The layout is illustrative. The tunnels, areas and buildings are not a detailed construction design.
01 / CoreRetail and diningExisting activity + experience-led transformation
02 / AttractionImmersive entertainmentShows, experiences, events and culture
03 / ActivityInnovation campusOffices, startups, laboratories and training
04 / StayHotels and hospitalityAccommodation, gastronomy and meeting spaces
05 / ConnectivitySmart internal mobilityStations and vehicles subject to engineering and permits
06 / TerritoryUrban space and servicesAccessibility, neighbourhood integration and sustainability
03 / Activity model
Two engines.
One destination.
Entertainment attracts visitors. Technological innovation sustains business activity throughout the year. The two models must operate with distinct economics and contracts.
Experiences and culture
Entertainment district
Active public areas, immersive attractions, dining, shows and nightlife within the uses and hours authorised by public authorities.
Business and research
Innovation district
Space for applied technology, robotics, audiovisual production, AI, startups and university collaboration; subject to pre-letting and verified demand.
Operations
Smart infrastructure
Energy management, data, predictive maintenance and internal mobility, with safety, human oversight and replaceable modules.
Urban life
Local benefit
Retail activity compatible with the neighbourhood, accessibility, measurable employment, noise mitigation and shared spaces.
04 / Economics and risks
Ambition with the
numbers on the table.
The available models are exploratory. The base case does not demonstrate sufficient returns to authorise the full project. We publish both the potential and the uncertainties.
Financial scenario — select a case
Operating simulation
Hypothetical investment
1,200
million euros
Annual operating result
47.09
million euros
Simple return
3.92%
Gap against 7%
−36.91
€m per year; negative = below target
Operating return before debt, tax and extraordinary renewal; scenario figures, not approved forecasts.
Download the Excel model Critical project risks
What needs validation
Returns and financingBase model below the illustrative 7% target
Property availabilityOwnership and price of additional assets unconfirmed
Subsurface and connectionsGeotechnics, foundations, utilities and permits pending
Visitor demandAdmissions, repeat visits and spending need commercial testing
Technology renewalIllustrative €23.49m annual reserve to reconcile with cash flows
Impact on BarcelonaMobility, social environment, noise and public costs
Explore calculation models 05 / Territorial context
Grow with Barcelona.
As part of the city.
The design must evolve alongside mobility plans, the waterfront, 22@, the Fòrum area and other metropolitan developments through to 2045.
22@ and economic activity
Connect with what exists
Specialisation and collaboration, avoiding indiscriminate duplication of office and laboratory space.
Fòrum and waterfront
Respect public ownership
Seek cooperation for major events, without assuming that public space can be acquired.
Metropolitan transport
Complement public networks
Internal mobility must be justified against planned or potential improvements to public transport.
Indicative timeline
A project that changes over time.
The aim is not to launch systems in 2036 that were selected in 2026, but to build physical platforms that allow technology to be chosen and replaced at each stage.
Conceptual image, without verified plot or building-volume correspondence.
2026–2027
Information and rights
Property due diligence, planning studies, investors, purchase feasibility and institutional consultation.
2028–2029
First pilot opening
Limited transformation, demand validation and launch of controlled experiences.
2030–2032
Innovation and expansion
Development of the campus and attractions based on pre-letting, demand and operating results.
2033–2038
Territorial integration
Acquired buildings and connections where technically, legally and economically feasible.
2039–2045
Continuous renewal
Technology replacement, climate adaptation and review against metropolitan planning.
06 / Document centre
One library.
The whole project.
Access the original documents: presentations, preface, dossier, impact studies, international comparison and calculation models.
16 files
The materials are published here as preliminary conceptual documentation. Modelled figures, architectural renderings and potential acquisitions do not constitute guarantees, binding offers or institutional approvals.
Downloadable documents remain in their original language: Spanish.
No files match your search.
07 / Strategic relationships
An opportunity
to explore together.
This project is ready for exploratory discussions about financing, operating partnerships, technology and feasibility validation. No property transaction has been validated and no investment commitments are in place.
Who may be interested
- Property investors and developers
- Entertainment operators
- Technology companies and universities
- Hotel and retail operators
- Public authorities and institutions
- Engineering, mobility and sustainability
Contact
Let’s talk about the project.
If you would like to collaborate, invest, contribute technical expertise or simply share your thoughts on the proposal, leave us a message.
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