latest trends in shopping centre branding, marketing and design
TRANSCRIPT
“Desarrollo, Innovacion y Arquitectura en
Centros Comerciales” Clive Woodger
July 2015
Latest trends in shopping centre branding, marke?ng and design Developing first choice des;na;ons…
Clive Woodger July 2015
Creating Brand Synergy™
Creating Brand Synergy™
Creating Brand Synergy™
Creating Brand Synergy™
Interna;onal Trends
Empowered Consumers
Marke;ng Strategies
Delivering the Promise…
Developing first choice des;na;ons…
Strategy – Branding – Retail Design – Graphic Design Architecture - Visual Identity – Interiors
Digital Concepts - Point of Sale – Merchandising Design Implementation
We create destination brands...
...across a wide range of sectorsPharmacy
Footwear
Food
Banks Shopping Centres
Fashion/Accessories
DIY
Homing
Cash & Carry
Children
Electrical
Online Retail
Coffee Shops/Restaurants
Sports
Duty Free
Automotive
Our clients include:
Shopping centres are destination brandsBrand Equity
The Challenge:
Shopping Centres are Destination Brands Brand Equity = Image and Reputa;on = Capital Value Your brand is an asset…to be nurtured and managed
Shopping centres are destination brands
To achieve a synergy of branding and marketingPositive Differentation... Delivering the Promise... Optimising Resources
Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed
The Challenge:
To achieve a synergy of branding, marke;ng & architecture Posi;ve Differen;a;on... Delivering the Promise... Op;mising Resources
Shopping Centre Challenge
Shopping Centres... Place brands
Destinations where people meet, eat, relax, indulge, work, rest, play... & shop...
A community venue to promote wellbeing & lifestyle activities
A place where people want to be!
Zorlu Center, IstambulShopping Centres are Place Brands
Zorlu Center, İstanbul
• Des;na;ons where people meet, eat, relax, indulge, work, rest, play... & shop...
• A community venue to
promote wellbeing & lifestyle ac;vi;es
A place where people want to be…again & again!
- Create added value experiences for visitors & shoppers- Optimise tenant sales performance- Achieve highest rental yields & max commercial income- Enhance capital value and ‘sellability’ potential’
DefinitionsAs a destination brand a shopping centre must...
Known for attributes…?
- Sustainability…- Maintaining a WOW Factor - visit after visit...
https://www.youtube.com/watch?v=mxbkMDBKWMQ
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word of mouthsms
advertisingdirect marketing
website social media
promotional publicity posters
street signs
customer journeyanticipation
moments of truthlayout
environmentproducts
stafffacilities
exit experience
collateralbagscards
leafletsassurance
memories reminderstriggers
after service
Brand Touchpoints
Rethinking opportunities...Reinventing experiencesRebranding:
Brand Synergy
Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
‘Building a greatexperience is everyone’sresponsibility andnobody’s job’
“A brand is the sum of allconversations happening aroundthe brand”
Source: http://economist.redwiredesignlim.netdna-cdn.com/leanback/wp-content/uploads/2014/04/
‘Building a greatexperience is everyone’sresponsibility andnobody’s job’
“A brand is the sum of allconversations happening aroundthe brand”
Source: http://economist.redwiredesignlim.netdna-cdn.com/leanback/wp-content/uploads/2014/04/
‘ A brand is the sum of conversa;ons happening around the brand’
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Delivering the promise - Centre management challenge
Page 43����� � ��������
A renewed management culture? - Less landlord facilities manager More retailer partner
Centre Management TeamPA & NetworkAdministrator
CentreDirector
Fire Officer
EnvironmentalC0-ordinator Retail LiaisonClerk of Works
Bldg. Ops Commercialisation
Marketing
System &Administration
System &Administration
System &Administration
System &Administration
System &Administration
System &Administration
SecurityHousekeepingMaintenance
MarketingAsst CentreDirector
OperationsBldge. Srvs
New shared visions... aspirations Changing mindsets... “our people make the difference”
Creating the brand experience
“our people make the difference”
Shared visions... aspirations
‘Building a great experience is everyone’s responsibility and nobody’s job…’
Shared visions... aspira/ons Centre Management Challenge
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Audiences
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Page 8
Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
Source: http://blog.sweetiq.com/wp-content/uploads/2014/02/4.jpg
Changing the ways consumers communicate and behaveOpening up new aspirations and opportunitiesEnabling shared sensations...emotions....memoriesCreating new experiences - both real and virtualEncouraging consumers to invent different personalities for multiple networks
The impact of digital technology:
Changing consumer mindsets and behaviour
An age of constant connectivity and instant gratification.Changing consumer mindsets and behaviour
The balance of power has shifted to consumers - they are setting the agenda for retailers to follow”
Tech savvy - moves seamlessly & interchangeably between devices Well informed - shopping as a missionRelies on online referrals, reviews, price comparison and recommendationsRequires loyalty to be rewarded - otherwise it will be short livedGrasps new concepts quickly - gets bored easilySeeks stimulation and enjoys changeHighly conscious of time and value
The empowered consumer...
REPUTATIONRespect me: Listen to customers. Actively participate in and respond to conversations and feedback on your business and brand.
Focus on consumers, not on devices - create a personalised experience
KNOWLEDGE Know me: Consumers are willing to share information - but data needs to be used carefully to maintain trust.
UNDERSTANDINGRecognise me: Take into account demographics, preferences and context when building a profile database.
ENGAGEMENTInterest me: Cut through the crowded marketplace - respond to customers’ needs, behaviours, intentions, desires and aspirations.
Appealing to the empowered consumer mindset
“In a world where screens are woven into our lives, there are more consumer-initiated touch points.”
Capturing the opportunity
Create a connected experience that combines the best of the physical and digital. Build strategy around digital/physical fusion as a competitive edge.
Strengthen linkages in the customer experience.
The aim should be to achieve a more immersive, more personal and more seamless experience for the customer.
The Digital/Physical connection: The challenge for retail brandsThe Digital/Physical connec;on: The challenge for retail brands & shopping centres
Customers want choice to be in control... speed... flexibility... convenience
3 years
Shift from centralised to localised fulfilment – especially for high volume selling goods
online orders.
Click & Collect
Dyson (UK)
Experiential pop-up store in a shopping centre to showcase new range. Visitors encouraged to share their experience on social media via an Instagram printer and iPad station.
RENT A POP UP SPACE...@ STOREFRONT
Marketing strategies for Shopping Centres...Creating Seamless Touchpoints
19
Photosharing
Social NetworkingVideo Campaigns
Forums
Blogging
Social Bookmarks
informed decisions
Consumers exerting positive
Website
“A brand is the sum of all conversations happening around the brand “
Customer & Market Insight
Advocacy
Viral Leverage
Conversation & Community
Create Awareness
Leverage Feedback
Develop Loyalty
Achieve a ‘virtuous circle’Talking... Engaging... Responding ‘New’ media...
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Media:fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
18
Media:fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
18
Media:fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
‘New’ media - interactive marketingProblems:
Much more demanding on internal resources
Content input and customer responseInternally driven not just externally sourced
PR & Event marketing with a difference
Video: https://www.youtube.com/watch?v=_kBz-8m6jEY (to play in full)
Experience workshop by Harrys of London: custom colour finishes ‘Tattoo Your Shoe’ by Sweeney ShoesBuy Tods and get a complimentary embossing of your initialsW
PR & Marke;ng – Crea;ng Content
Targeted, Branded, Profitable
Ladies’ Night’ Evening
homepage
Total Budget: £26,000 (ROI 9:1)
St Davids, Cardiff, WalesSuccessful tactical campaign
Colgate at Southampton’s WestQuay & SM Mall of AsiaCommercialisation..Enhancement..Detraction?
“The consumer experiences captured on our road show were highly engaging and motivating for target consumers who were exposed to them. What better way to convince of product efficacy than seeing real people's real reactions to an outstandingly”good product? The content was used as the focus of highly successful ATL, online and social activations.”
Commercialisa;on... Enhancement or Detrac;on?
Colgate at Southampton’s WestQuay & SM Mall of Asia
Building Authority
Westfield, LondonStrategic marketing
‘The Home of Shopping in London’
Strategic marke/ng Wesaield, London
Customer Journey...Opportunities
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Strategic Marketing...Digital Engagement
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Delivering the Promise
Metquarter Smolenskiy Fes;val Boulevard Esentai Mall Riviera Kaleidoscope
Delivering the promise - The Kaleidoscope Experience
Metquarter
Page 61
-NRGML©�©4GCU©�©
Page 53
#VRCPGMP©4GQS?JQ©5FGRCAF?NCJ
Luxury Shopping Centre in Liverpool, UK
site of the grand former Post Office and retains original façade
competing against Liverpool ONE (the largest open air shopping centre in the UK and the 10th largest overall)
Exchange, M.A.C, Timberland, Jack Wills, Gieves & Hawkes, All Saints, Daniel, Diesel, Fossil, Kurt Geiger, LK Bennett, Links, Mococo, Urban Calm, TM Lewin, Tommy Hilfiger. Patisserie Valerie, Costa, Carluccio’s, Caffe Novecento
Our Role:Brand name, strategy and positioning, brand identity and communications, signage, centre design (interior/exterior), website, marketing.
Page 33
WELCOME
WELCOME
TOILETS
ESCALATOR
LIFT
CINEMA
MOTHER &CHILD
RESTAURANT
Eli sent. Actamdit, notius.Upecri pultorede occhuitra pordiendena, con virmissa molutuius obse nica non senatus vis nonvo
%P?NFGA©"GPCARGML©�©1GEL?EC©4?PG?RGMLQ
5?JJ©NJ?OSC .PMHCARGLE©U?JJ©QGEL
2MRCK©
Hanging Sign
Metquarter#WINTERWONDERFUL
Turning Followers, Likers and Instagrammers into shoppers
INCREASE IN YEAR-ON-YEAR DECEMBER SALES
+35%
+4%
+94%
+2%
+10%
MQ FLOWERS
+9%
+4%
+29%+9%
RESULTS
+96%
+94%
857,98822,693+121%+23%
LIKES INCREASED
TOTAL REACH
TOTAL SHARES
FOLLOWERS INCREASED
FOLLOWERS INCREASED
INCREASE IN TOTALSOCIAL MEDIA FOLLOWERS =
Digital Marketing Campaign
Smolenskiy Passage, Moscow
Luxury Shopping Centre In Russia
epicentre of Moscow metropolitan life
Our Role:
Luxury Shopping Centre In Russia
epicentre of Moscow metropolitan life
Our Role:
Smolenskiy Passage, Moscow Aeer
Smolensky Passage Magazine_July 2012 : 6
Каталог: Обложка
Smolensky Passage Magazine_July 2012 : 9
Интервью со знаменитостью: Визуализация
Smolenskiy Passage, Moscow
Smolensky Passage Magazine_July 2012 : 6
Каталог: Обложка
Smolensky Passage Magazine_July 2012 : 9
Интервью со знаменитостью: Визуализация
Smolenskiy Passage, Moscow
Shopping Mall, Russia
Our Role:
Festival, Moscow 2005
Creating Memorable Signatures
Shopping Mall, Russia
Our Role:
Festival, Moscow 2005
Creating Memorable SignaturesShopping Mall, Russia
Our Role:
Festival, Moscow 2005
Creating Memorable Signatures
Shopping Mall, Russia
Our Role:
Festival, Moscow 2005
Creating Memorable SignaturesFestival Shopping Centre, Moscow
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
2012
2005 Before
SCG London Page 37
Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.
2012 2011-2012
Refreshing existing brand concept up-to-date.
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
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SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
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Festival, Moscow 2005
Festival Shopping Centre, Moscow
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
31ģŐŀŔňŗŅőŊňʼn�ŏŀŊŅŒ ��ĭŀłňŃŀŖňş
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Marketing
Festival, Moscow 2005
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
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Marketing
Festival, Moscow 2005
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FESTIVAL BRAND REFRESHMENT 2010
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FESTIVAL BRAND REFRESHMENT 2010
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Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Festival Shopping Centre, Moscow
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Luxury fashion shopping centre, located on stylish Kings Road in Jeddah, Saudi Arabia
international fashion brands
wealthy, elite target market - both men and women
elegant, create monogram and dynamic brand textures
structures through adding key features and design elements
features, screens, balustrades, seating, canopies and terraces
Our Role: Identity development, signage and wayfinding, brand strategy and social media marketing campaign, shopfront guidelines, lighting, landscaping and design treatments throughout.
Before
After
Boulevard
Brand Concept & Digital Marketing Boulevard Fashion Blog
Boulevard, Jeddah, June 2015
Riviera Transformation challenge Concrete fortress... Regeneration catalyst
Riviera Creating a vision
Riviera - Brand guidelines 1
Brand Guidelines
Riviera - Brand guidelines 5
Riviera is for... shopping, fashion, food, ideas, experiences, leisure, events, entertainment, culture, socialising…
A unique venue… for everyone and for all occasions
A unique venue
1. The brand
Riviera is special. There’s nowhere else like it in Moscow.
Riviera - Brand guidelines 6
A place for everday shoppingis...
A unique venue
1. The brand
Riviera - Brand guidelines 7
A premier fashion destinationis...
A unique venue
1. The brand
Riviera - Brand guidelines 8
An inspiring place to beis...
A unique venue
1. The brand
Riviera - Brand guidelines 9
is...A bustling destination
A unique venue
1. The brand
Riviera - Brand guidelines 10
A sense of freedomis...
A unique venue
1. The brand
Riviera - Brand guidelines 11
A place for friends and familyis...
A unique venue
1. The brand
Riviera - Brand guidelines 12
A place for celebrationis...
A unique venue
1. The brand
Riviera - Brand guidelines 14
We create Looking at things differently; imagining ideas and possibilities
We achieve Aiming high; planning for success
We engage Opening up opportunities; building loyalty; working collaboratively
We stimulate Exceeding expectations; creating surprise, delight and interaction
We deliver Acting with integrity, reliability and accountability
Vision & values
1. The brand
Our values
July 2015
Kaleidoscope Shopping CentreBefore
AfterKaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
Before we started... A vision to turn a sterile site into a first choice place to be...
До начала работ ...Before we started... A vision to turn a sterile site into a first choice place to be...
До начала работ ...
Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
Kaleidoscope Shopping & Business Centre - Moscow Mixed Use Development.
in one place
Our Role:
The final logo and message “Always Different, Always Yours”
Creating Brand Synergy™
Gracias Contact SCG International
W: http://www.scg.international
T: + 44 (0)20 7371 7522 London, UK
Email us at [email protected] [email protected]