Danielle Juban and Bernard Bletton present the logo of the Sem Patrimoniale Dijon Bourgogne Business Building (D3B). The real estate support tool joins the other attractiveness and economic development mechanisms of the Dijon metropolis. (Credit: JDP.)
The Journal du Palais spoke about it in its December 16 edition: Wednesday December 18 therefore saw the unveiling of the Dijon Bourgogne Business Building (D3B) logo, the real estate management tool that the Dijon metropolis adopted this summer . Designed by the local communications agency JPM Partner, this graphic identity uses the typography of Dijon Bourgogne Invest (DBI, the metropolitan attractiveness agency), the fruit of the same agency: “It was a question of making the link with the existing elements of the metropolis”, explains Loïc Le Guillou, artistic director of JPM Partner.
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Glazed tiles for inspiration, gold-blackcurrant-green and black to evoke the rich heritage of Dijon, wine, ecology and seriousness, will henceforth be the graphic signature of the Heritage Mixed Economy Company (Sempat), new tool of the metropolis serving its attractiveness and its development to meet its ambition developed by Danielle Juban, vice-president of Dijon Métropole in charge of these subjects in particular: “Stay on the podium of attractive mid-sized cities and why not climb onto the top step” – the elected official mentioning the Arthur Loyd Attractiveness & Resilience of Metropolises and Territorial Transition barometer which placed Dijon in 2nd place behind Angers in 2023, nevertheless pointing “a scarcity of commercial real estate available” risking “restrict the competitiveness of businesses”. The issue is therefore not as trivial as it may seem…
“It’s a tool that was still missing in the metropolis,” argues its director, Bernard Bletton, also delegated general manager of a similar entity in Doubs (Sedia) with which D3B has therefore concluded a contract for general administration, rental management and project monitoring so that the latter oversees the activities of Sempat Dijon.
No competition with brokers
During this press conference, Bernard Bletton clarified the outline of D3B's objectives: to carry real estate assets and rent them in the areas of excellence specific to the territory (digital, health, etc.) and to support the residential journey of local companies. sectors in development alongside other tools, such as DBI, “in a context of land sobriety” which will push D3B to in-depth observation and studies dedicated to the wastelands present in the territory. Enough to question the brokers of the place, some of whom were present like Florent Puchot, manager of Progestim, who questioned Bernard Bletton on the way in which D3B intended to work with the private sector of commercial real estate. “Our vocation is neither to build nor to market,” explained the director of D3B. There is no competition with brokers,” even highlighting the possibility of co-investment by D3B with private investors and thus facilitating the establishment of businesses.
Two projects have already been launched: Technov, on the one hand, dedicated to the digital sector (ultimately around 11,000 m² of premises, for a total amount of €15 million). The call for consultation from promoters will be launched before the end of the year; and AgrOnov 2 on the other hand, consisting of the transformation of existing buildings in Bretenière with the aim of “to double the surface area of the real estate stock within five years”. This second operation will require an increase in the capital of D3B, currently worth €4.8 million, 72% owned by Dijon Métropole and the BFC region, the private shareholders being Banque des Territoires, Caisse d'Épargne, Crédit Agricole and the CCI Métropole de Bourgogne.
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