Persuading brands to set up stores in a city for the first time is always a challenge, as is achieving acceptance among the public of a modern concept that is different from the norm in the region. However, Andamar responded to a market hungry for these experiences, and as a result its opening in the Boca del Rio area established it as the leading mall in the state of Veracruz, and converted the zone into the most profitable real estate in the Veracruz – Boca del Rio urban corridor.