When we think of a shopping center, we usually associate it only with shops, leisure, and restaurants.
But at Miramar we’ve taken it a step further: with the Vigías project, the center is actively committed to its surroundings, the community, and the environment.
In this article, we’ll explain how these social initiatives work, what their goals are, and highlight some of their most recent actions.
What is Vigías: internal values with social impact
The word “Vigías” comes from the Spanish phrase Valores Internos que Generan Iniciativas y Acciones Solidarias (Internal Values that Generate Initiatives and Solidarity Actions). Under this name, Miramar has structured all its ESG (Environmental, Social, and Governance) actions, ensuring they are not isolated efforts but part of a purpose-driven strategy.
The goal is clear: to strengthen our commitment to the Fuengirola community and its surroundings. It’s not just about occasional campaigns, but about building a “center with a soul” from which we can act wherever we’re needed.
Vigías acts “in calm and in storm” — that is, in normal times but also in moments of crisis or need (whether social, environmental, or community-related).
The working areas of Vigías
To better organize its initiatives, Miramar divides its efforts into three main areas:
1. Social and collaborative
Helping vulnerable people and groups in need is a top priority. Through collaborations with local associations and organizations, Vigías promotes actions aimed at supporting and accompanying those who need it most.
2. Environmental and sustainability
The planet is home to us all; that’s why Vigías drives initiatives that protect the environment, promote sustainable practices, and encourage respect for nature.
From awareness campaigns to activities that reduce environmental impact, Miramar is committed to responsible consumption.
3. Community, educational, and sports
A strong community is one that grows together. For this reason, we also support cultural, educational, sports, and social actions that strengthen local bonds and foster a healthier, more active environment.
Each of these areas complements the others so that Miramar’s social actions are not isolated, but interwoven into a fabric where social, environmental, and community aspects merge.
Recent Vigías initiatives
To illustrate how commitment turns into concrete action, here are some of the latest initiatives carried out under the Vigías framework.
Job Fair with the Red Cross Málaga
One of the most notable initiatives is the 3rd Employment Fair, organized in collaboration with the Red Cross Málaga under the slogan “Creating opportunities for employment.” Miramar hosted this event, which brought together 18 partner companies from the Red Cross Employment Plan, with the goal of opening job opportunities for people actively seeking work.
These events go beyond mere institutional presence: they promote networking, encourage job placement, and bring real opportunities closer to those who need them most. The center thus becomes a meeting point for companies, candidates, and social organizations.
World Alzheimer’s Day: “Imagine Going Blank and…” campaign
In 2024, Miramar once again joined the World Alzheimer’s Day campaign with the awareness initiative “Imagine going blank and…”. The aim is to raise awareness about the impact of this disease and the challenges faced by patients and their families.
This campaign is not just a symbolic gesture — it seeks to involve the community, generate empathy, and shed light on a condition that affects many local families. Now in its second consecutive year, it demonstrates continuity and genuine commitment.
Official launch of Vigías
The Vigías project itself was publicly presented as the structure that brings together all of the center’s social initiatives.
In April, this internal brand was introduced to articulate Miramar’s values, initiatives, and social commitments.
With this presentation, the center not only communicates a single initiative but establishes a true social action identity: Vigías becomes the umbrella under which future campaigns, collaborations, and projects will gather.
Why these actions add value to Miramar and the community
Strengthening ties with the local environment
By investing in local initiatives, Miramar not only gains social legitimacy but also reinforces its connection with Fuengirola and nearby neighborhoods. Through tangible efforts, the community perceives that the center is not just there to sell but to contribute to collective well-being.
Building a reputation beyond commerce
Now more than ever, people value purpose-driven brands. Vigías positions Miramar as a socially responsible player, capable of integrating into local life beyond consumer activity.
Continuity and coherence instead of isolated actions
Many companies carry out occasional social campaigns. Vigías, however, establishes a framework that provides coherence and long-term vision. That consistency is valuable both for the community and the brand itself.
Real and measurable impact
Programs such as the Job Fair or the Alzheimer’s campaign are not just symbolic gestures — they connect with people who directly benefit from them. This turns solidarity into a tool for real change, not just image-building.
Miramar’s social commitment
More than just a shopping center, Miramar aims to be a reference point for social action in Fuengirola.
With the creation of this project, we’ve taken a firm step toward a purpose-driven identity, where many people put their hearts into making it grow every day.