Uruguay Country Brand granted its license to Tres Cruces on Mar. 17, making it the first shopping mall in the country to join a community of over 200 companies representing Uruguay’s values and international profile.
The move highlights efforts by Uruguay XXI, which manages the brand, to recognize organizations that reflect national identity and quality. The licensing program is part of an international strategy aimed at projecting attributes that distinguish Uruguay globally.
Tres Cruces serves as one of the main transportation hubs in the country, acting as a gateway for thousands traveling daily between Montevideo and other regions, as well as for international visitors. Its integration of services, commerce, and culture is intended to reflect values such as hospitality, quality service, mobility, social integration, and cultural identity.
“Thousands of people pass through Tres Cruces every day, and for many, it is the gateway to Montevideo and the country. Being part of Marca País recognizes the role we play as a hub connecting people, cities, and experiences, and drives us to continue improving our services and promoting Uruguay from this key hub of mobility, culture, and purpose-driven innovation,” said Marcelo Lombardi, general manager of Tres Cruces.
Through its offerings in commerce and culture along with environmental initiatives as a B Corporation, Tres Cruces promotes local talent while supporting sustainable development. Mariana Ferreira, executive director of Uruguay XXI said: “Marca País recognizes organizations that meet standards related to origin, management, sustainability, and the ability to promote the country abroad. Each new licensed company joins as an ambassador of these values and contributes to strengthening Uruguay’s international reputation; it is a pleasure to welcome Tres Cruces to this group.”
Joining Marca País means becoming part of a network committed to quality standards while working actively for national promotion. For Tres Cruces specifically—given its central role—the recognition underscores its importance in reflecting Uruguayan identity.
