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Shopping Centres
Clive Woodger
April 2014
Strategy... Marketing... Concepts
Agenda
Audiences...
Changing customer mindsets
Marketing Communications... 		
Strategic challenges
Centre Differentiation....
2
Who we are...
and design consultancy
real estate and corporate sectors
3
What we do...
4
Who we work for...
Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2:...
6
Shopping centres are destination brands
The Challenge:
Page 5
Shopping Centres... Place brands
A place where people want to be!
Destinations where people meet, eat, relax, indul...
Page 6
Definitions
As a destination brand a shopping centre must...
- Create added value experiences for visitors
and shopp...
Page 7
Centre Brand Challenge
A shopping centre brand has to have the long
term wow factor…
Image and Reputation create a ...
Page 10
A long term WOW factor requires
an exceptional, consistent, brand
and experience
Make every brand touch point
spec...
Page 11
word of mouth
sms
advertising
direct marketing
website
social media
promotional publicity
posters
street signs
cus...
Page 12
‘Building a great
experience is everyone’s
responsibility and
nobody’s job’
Page 12
And remember...
Page 13
Social Media Challenge
“A brand is the sum of all
conversations happening around
the brand”
41
Delivering the promise - Centre management challenge
SCG London Page 16
A renewed management culture? - Less landlord f...
Page 16
Market was developer led - developers provided
retailers incentives to be in centres
Market now consumer led - omn...
Page 15
Marketing
and Communication
Venue Design
Digital…Print...Events…
Activities…Social media…
Website…Advertising...
P...
Page 14
WOW Factor Experience Brand Ingredients
Location
Tenants
The Brand
Target catchments…
Accessibility...Visibility.....
Audiences
Changing Customer Mindsets
Page 8
Creating a WOW factor for centre target audiences
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakehol...
Page 9
Brand Equity
Exceptional ‘Added Values’
to meet diverse needs
and aspirations
7
The changing consumer
Staying Relevant!
8
Different customer generations...
...changing perceptions & priorities
9
Key influence generation
11
Appealing to the Millennials’ mindset
12
Targeting Millennials’ mindset
Time for tech lovers to switch off and reconnect!
Durex #TurnOffToTurnOn
Marketing Communications
Strategic Challenges
“Half the money I spend on advertising
is wasted; the trouble is I don’t know
which half.”
‘Traditional’ marketing
MESSAGE...
15
Problems:
Expensive
‘Traditional’ media - ‘push’ marketing
18
Media:
fully responsive websites... search engine optimisation... blogs... social networking...
forums... photo sharing...
19
Photosharing
Social Networking
Video Campaigns
Forums
Blogging
Social Bookmarks
informed decisions
Consumers exerting p...
‘New’ media - interactive marketing
Problems:
Much more demanding on internal resources
Content input and customer respons...
22
Focused Messages
Centre
Brand
Photosharing
Social networking Video campaigns
Forums
Blogging Social bookmarks
Online Me...
23
Paid Media Owned Media
Brand Content
Social Media
Shared content
Earned Media
Converging media
Brand & Message Synergy
25
Daring & taking
the initiative
the 2 centres capitalised
on the upheaval coverage
dominating the media.
Presented in a fes...
Targeted, Branded, Profitable
Ladies’ Night’ Evening
homepage
Total Budget: £26,000 (ROI 9:1)
St Davids, Cardiff, Wales
Suc...
Building Authority
Westfield, London
Strategic marketing
Keeping the brand fresh
Esentai Mall, Almaty, Kazakhstan
Strategic brand positioning
Creatively overcoming
restrictions
Challenges:
and restricted
engagement such as street style
promotional campaigns
New Lu...
Creatively overcoming restrictions
Pushing the limits Playing it safe
Saudi Arabia Challenges
Strategic brand positioning
Blog as branddriver
New Luxury Mall in Saudi Arabia
Strategic brand positioning
Centre Differentiation
Naming and Image		
Oz... Festival
Oz Shopping & Entertainment
Centre Krasnodar, Russia
hectares of land
architectural concept
of combined retail and leisure...
July 2006 © SCG LONDON
“the brand that
makes people smile”
July 2006 © SCG LONDON
“The brand that makes people smile”
July 2006 © SCG LONDON
Name checklist criteria
Profile/Mindsets
Language
Culture
Meaning
Ideology
Brand values
Attributes
...
July 2006 © SCG LONDON
Naming / Message
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
авеню
бульвар
кампус
вид города
корсо (итал.-бульв...
July 2006 © SCG LONDON
Naming / Message
CATEGORY ABSTRACT
heights
lion
magnifique
marble
menu
mine
mirrors
odyssey
panther...
July 2006 © SCG LONDON
Prefix/suffix
галерея
плаза
молл
центр
сити
эмпориум
авеню
корт/двор
галерея
перекресток
гранд
пара...
AIM PD : 572 : PRESENTATION 2 AUGUST 2006 © SCG LONDON
CELEBRATION
ENERGETIC
DIVERSE
NEW
HAPPY
HONEST
AIM PD BRAND POSITIO...
AIM PD : 572 : 3.0.1 : IDENTITY DEVELOPMENT - OZ AUGUST 2006 © SCG LONDON
AIM PD ВАРИАНТЫ ИДЕНТИФИКАЦИИ - OZ
1. 2 3. 4.
5....
AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON
AIM PD ЦЕЛЕВЫЕ АУДИТОРИИ - ИДЕНТИФИКАЦИЯ B
...
A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
WallTexture Detail Brand wall options
Auxillary walkways
Inspirat...
A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
BRAND APPLICATIONS EXTERNAL VIEW 2
A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-ce...
A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
General Plan
1m
2m
3m
4m
5m
6m
7m
8m
BRAND APPLICATION - FUN, BRI...
Festival Shopping Mall
Moscow, Russia
Estate Awards
Our role:
Brand name, strategy and positioning,
identity and communica...
SCG London Page 37
Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center
‘for the family’. -...
SCG London Page 38
Festival - Inspiring Name
Festival, Moscow
The Identity
Festival
Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005
Marketing
Festival,...
Festival
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding...
SCG London Page 39
Festival - Day And Night ImpactDay and night impact
SCG London Page 40
Festival Refreshment 2012
Seasonal Freshness
SCG London Page 41
Festival - Graphic Impact
ProductsStores
Home Offers News Tickets Games Contact
Spring
Seasonal
theme
S...
SCG London Page 42
Festival - Service Impact / Stylish Comfort
SCG London Page 43
Festival - New Food Experiences
Brand Inspiration
Galactica Park
Galactica Park Major Mixed Use Complex
Moscow, Russia
of land
park in the world
with AEG
Our role:
Strategic long-term par...
Brand Inspiration
December 2012
Galactica
Brand Family
Universal Studios
Moscow
Named Arena? Hotel Chains?
“Out of this World”
“experience of a lifetime”
“never imagined anything like this”
extraordinary
incredibleamazing
superb
...
The big sky
Bright...Light...
Open
New perspectives
Digital Connectivity
Hi Tech
State of the art
Latest thinking
Colour...Energy
Fun...Fresh...Stimulating
Excitement
Animation...Movement...Change
L’Hemispheric, City of Arts and Sciences, Valencia, Spain
Hayden Planetarium, New York
Galaxy SOHO Complex Beijing
Sky SOHO, Shanghai
Hong Kong Space Museum
CCTV Tower, Beijing
Leadenhall, London
Unexpected
Interaction
Ambience
Mood
Hayden Planetarium, New York
Moscow destination
Hub/heart/epicentre for the
development
architectural
enclosure
impact
set
Reconception Challenge
Smolenskiy Passage
Page 41
Centre Reconception Strategy-
The aim is to:
Create added value experiences for visitors
and shoppers
Improve the ...
Page 42
Page 42
Reconceiving a centre - making it relevant
Image and profile - marketing events and activities
Venue enviro...
SCG London Page 44
2009
e - Phased upgrading of a
wn city centre venue. Re-
tenant space to ‘open up’
mplex vertical mall
...
SCG London Page 45
The ‘Before’
June 2009
Smolenskiy Passage - Dull, Cluttered and Confused
SCG London Page 46
Smolenskiy Passage - Build on the name
Smolenskiy Passage reflects and communicates the special history ...
SCG London Page 47
Smolenskiy Passage - Brand Message
SCG London Page 48
Smolenskiy Passage - Media touchpoints
SCG London Page 49
Smolenskiy Passage - First Impressions
SCG London Page 51
Smolenskiy Passage - Entrance Piazza
‘A vibrant city space –
always something happening’
ПИАЦЦА
SCG London Page 52
Smolenskiy Passage - New Planning
First floor plan option A
not to scale
Key
1 SCP banquette seating
2 ...
SCG London Page 53
Smolenskiy Passage - Activity Zones
0.000 0.0000.0000.000
+2.100
+1.800+1.800
+4.900
+8.000
-2.100
-2.7...
SCG London Page 54
Smolenskiy Passage - Brand Touchpoints
Информационный стол
Пластиковый световой короб на металлической ...
SCG London Page 55
Smolenskiy Passage - “New Architecture”
Photographic
Exhibitions
Fashion related photographic exhibitions
Selfridges Exactitude Exhibition
Celebrity related photo...
Major
Installations
Smolenskiy Passage_January 2010 : Page 32
Smolenskiy Passage - Phase One (Centre Brand Theming, Messag...
Piazza
Sculpture Exhibitions
Variety of themes, materials
and styles from classics to
new sculptural innovation
Smolenskiy...
Themed Exhibitions
eg Art Deco
Could cover Fashion,
Architecture, Furniture,
Lighting, Design etc
Eg antique mirrors, vase...
Light Sculpture
Exhibitions
Special‘Son et Lumière’exhibition displays,
could be focused around water features
Smolenskiy ...
Dance Events
Different types of dance events - mainly Piazza and Terrace
Piazza Fashion Show Events
Smolenskiy Passage_Jan...
Car Launches
Smolenskiy Passage_January 2010 : Page 43
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and ...
New Concept Development
Kaleidoscope
creating a brand destination
Before we started
The anonymous suburban site in
the Northwest of Moscow
consisted of open common land
and a run-down ente...
Creating a logo concept
The requirement was to create
an exciting new destination
brand that encapsulated all the
elements...
Kaleidoscope, December 2008 5
Вход в метро
Центральный тотем
Рекламный тотем
Пространство для проведения
мероприятий
Обзор...
Developing the concept
The concept was developed in
line with the inspiration provided
by the name, utilising dramatic
lig...
Marketing channel synergy
Memorable and distinctive
imagery and design concepts
were developed in line with the
latest com...
Introducing the characters
A key differentiating branding
device was the development of
the Kaleidoscope characters, to
pr...
Marketing development
Co-ordinated graphic
communications and advertising
created a vibrant, distinctive
character, atmosp...
Kaleidoscope - architecture
The distinctive architecture
provides an exciting landmark. It
has transformed the locality to...
Kaleidoscope - easy movement
Exciting vertical and horizontal
circulation, with unique views
from escalators and stairways...
Kaleidoscope - interior
Dramatic vistas, open spaces,
linking bridges and viewpoints
the Kaleidoscope name. Latest
digital...
Kaleidoscope - contemporary decor
Stylish interior treatments and
features provide a range of
contrasting environments and...
Kaleidoscope - navigation
Easy, clear orientation
throughout the centre further
enhances the visitor experience.
The disti...
42
Delivering the promise - The Kaleidoscope Experience
Добро пожаловать на каток
Привет! Хочешь со мной покататься?
Запис...
Creating Brand Synergy™
t: +44 (0)20 7371 7522	 f: +44 (0)20 7371 8351	 e: info@scglondon.com	 www.scglondon.com
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts
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Transcript of "3 m breakfast event - Shopping centres: Strategy,Marketing,Concepts"

  1. 1. Shopping Centres Clive Woodger April 2014 Strategy... Marketing... Concepts
  2. 2. Agenda Audiences... Changing customer mindsets Marketing Communications... Strategic challenges Centre Differentiation... Naming and image Oz... Festival Brand Inspiration... Galactica Park Reconception Challenge... Smolenskiy Passage New Concept Development... Kaleidoscope
  3. 3. 2 Who we are... and design consultancy real estate and corporate sectors
  4. 4. 3 What we do...
  5. 5. 4 Who we work for... Example 1: The latin logotype in horizontal format reversed white-out of background colour Example 2: The latin logotype in horizontal format within the exclusion area (freespace) Yeni GLOBEX BANK logosu Eski GLOBEX BANK logosu
  6. 6. 6 Shopping centres are destination brands The Challenge:
  7. 7. Page 5 Shopping Centres... Place brands A place where people want to be! Destinations where people meet, eat, relax, indulge, work, rest and play... and shop... A community venue to promote wellbeing and lifestyle activities Page 5
  8. 8. Page 6 Definitions As a destination brand a shopping centre must... - Create added value experiences for visitors and shoppers - Optimise tenant sales performance - Achieve highest rental yields and maximum commercial income - Enhance capital value and ‘sellability’ potential’ Page 6
  9. 9. Page 7 Centre Brand Challenge A shopping centre brand has to have the long term wow factor… Image and Reputation create a first choice perception for target users and audiences Known for attributes…? Challenge – sustainability… Maintaining a WOW Factor - visit after visit... Page 7
  10. 10. Page 10 A long term WOW factor requires an exceptional, consistent, brand and experience Make every brand touch point special…. memorable…. engaging… relevant... Page 10
  11. 11. Page 11 word of mouth sms advertising direct marketing website social media promotional publicity posters street signs customer journey anticipation moments of truth layout environment products staff facilities exit experience collateral bags cards leaflets assurance memories reminders triggers after service Brand Touchpoints Rethinking opportunities...Reinventing experiencesRebranding: Brand Synergy Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
  12. 12. Page 12 ‘Building a great experience is everyone’s responsibility and nobody’s job’ Page 12 And remember...
  13. 13. Page 13 Social Media Challenge “A brand is the sum of all conversations happening around the brand”
  14. 14. 41 Delivering the promise - Centre management challenge SCG London Page 16 A renewed management culture? - Less landlord facilities manager More retailer partner Centre Management Team PA & Network Administrator Centre Director Fire Officer Environmental C0-ordinator Retail LiaisonClerk of Works Bldg. Ops Commercialisation Marketing System & Administration System & Administration System & Administration System & Administration System & Administration System & Administration SecurityHousekeepingMaintenance MarketingAsst Centre Director Operations Bldge. Srvs New shared visions... aspirations Changing mindsets... “our people make the difference” Creating the brand experience “our people make the difference” Shared visions... aspirations
  15. 15. Page 16 Market was developer led - developers provided retailers incentives to be in centres Market now consumer led - omnichannel means retailers need less shops / less centres New challenge for developers - retailers need less but bigger shops that complement internet offer - consumers want unique experiences not just shopping - more leisure, entertainment, culture Centres must embrace internet activities - be integrated virtual and physical offer ‘app’s are the new high street’ Current Skill Gap - Market Intelligence
  16. 16. Page 15 Marketing and Communication Venue Design Digital…Print...Events… Activities…Social media… Website…Advertising... People…Services… Suppliers… Management Culture Site...Architecture… Evironments…Circulation... Zoning...Decor…Lighting… Signage…Graphics... WOW Factor Experience Brand Ingredients
  17. 17. Page 14 WOW Factor Experience Brand Ingredients Location Tenants The Brand Target catchments… Accessibility...Visibility... Relevant Profile…Formats… Services...Facilities... Name…Identity…Vision… Message…Visual and oral signatures and applications
  18. 18. Audiences Changing Customer Mindsets
  19. 19. 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
  20. 20. Page 9 Brand Equity Exceptional ‘Added Values’ to meet diverse needs and aspirations
  21. 21. 7 The changing consumer Staying Relevant!
  22. 22. 8 Different customer generations... ...changing perceptions & priorities
  23. 23. 9 Key influence generation
  24. 24. 11 Appealing to the Millennials’ mindset
  25. 25. 12 Targeting Millennials’ mindset Time for tech lovers to switch off and reconnect! Durex #TurnOffToTurnOn
  26. 26. Marketing Communications Strategic Challenges
  27. 27. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” ‘Traditional’ marketing MESSAGES AWARENESS INTEREST ACTIONDESIRE
  28. 28. 15 Problems: Expensive ‘Traditional’ media - ‘push’ marketing
  29. 29. 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
  30. 30. 19 Photosharing Social Networking Video 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...
  31. 31. ‘New’ media - interactive marketing Problems: Much more demanding on internal resources Content input and customer response Internally driven not just externally sourced
  32. 32. 22 Focused Messages Centre Brand Photosharing Social networking Video campaigns Forums Blogging Social bookmarks Online MediaTraditional Media Push & Pull ‘New’ media - interactive marketing
  33. 33. 23 Paid Media Owned Media Brand Content Social Media Shared content Earned Media Converging media Brand & Message Synergy
  34. 34. 25
  35. 35. Daring & taking the initiative the 2 centres capitalised on the upheaval coverage dominating the media. Presented in a festival performers from all over the the centres. PR... event marketing with a difference Marmara Forum/Forum Istanbul, Turkey
  36. 36. Targeted, Branded, Profitable Ladies’ Night’ Evening homepage Total Budget: £26,000 (ROI 9:1) St Davids, Cardiff, Wales Successful tactical campaign
  37. 37. Building Authority Westfield, London Strategic marketing
  38. 38. Keeping the brand fresh Esentai Mall, Almaty, Kazakhstan Strategic brand positioning
  39. 39. Creatively overcoming restrictions Challenges: and restricted engagement such as street style promotional campaigns New Luxury Mall in Saudi Arabia Strategic brand positioning
  40. 40. Creatively overcoming restrictions Pushing the limits Playing it safe Saudi Arabia Challenges Strategic brand positioning
  41. 41. Blog as branddriver New Luxury Mall in Saudi Arabia Strategic brand positioning
  42. 42. Centre Differentiation Naming and Image Oz... Festival
  43. 43. Oz Shopping & Entertainment Centre Krasnodar, Russia hectares of land architectural concept of combined retail and leisure centres across Russia. Leisure concessions include multiplex and games zone. Our role: Creation of name and brand identity to staff and investors. Integration of brand into exterior architecture
  44. 44. July 2006 © SCG LONDON “the brand that makes people smile”
  45. 45. July 2006 © SCG LONDON “The brand that makes people smile”
  46. 46. July 2006 © SCG LONDON Name checklist criteria Profile/Mindsets Language Culture Meaning Ideology Brand values Attributes Imagery Audience Rational Emotional Name Presentation Typography Style Form ABC ABC Applications Verbal Screen Print Architecture “I work for…” “I’m going to...” Business Objective Recall Standout Impact Relevance Competition Risk Acceptability Future Sectors
  47. 47. July 2006 © SCG LONDON Naming / Message - - - - - - - - - - - - - - - - авеню бульвар кампус вид города корсо (итал.-бульвар) двор корт перекресток район даунтаун окраина города фонтаны галерея имперский двор развязка ле гдранд рыночная площадь ENGLISH RUSSIAN ENGLISH / RUSSIAN соседство дворец гостиная патио (крыльцо) пьяцца плаза променад проспект святыня площадь улица храм купол таун дворец царя (итал.- улица) деревня - - - - - - - - - - - - - - - - - ENGLISH RUSSIAN ENGLISH / RUSSIAN CATEGORY ARCHITECTURAL / STREET avenue boulevard campus city view corso cortile, court court crossroads district downtown edge of town fountains galleria imperial court junction le grand market place CATEGORY ARCHITECTURAL / STREET neighbourhood palace parlour patios piazza plaza promenade prospect shrine square street temple the dome town tzar's palace via village
  48. 48. July 2006 © SCG LONDON Naming / Message CATEGORY ABSTRACT heights lion magnifique marble menu mine mirrors odyssey panther paradise plus ripplets the future the journey the swan tomorrows topaz x-tra zen высоты лев магнифик мрамор меню кладовая зеркала одиссея пантера парадиз плюс рябь будущее путешествие лебедь завта топаз экстра зен - - - - - - - - - - - - - - - - - - - ENGLISH RUSSIAN ENGLISH / RUSSIAN CATEGORY ABSTRACT zest! splash! jump presto! go! avanti oz arborium best billion blossom collection diamond dynamo freshness fusion gazelle global gusto жажда! капля! прыжок быстро! вперед! вперед! - арбориум лучший милиард цвет коллекция бриллиант динамо свежесть слиток газель глобал гасто зест! сплэш! джамп престо! гоу! аванти! - - - - - - - - - - - - - ENGLISH RUSSIAN ENGLISH / RUSSIAN
  49. 49. July 2006 © SCG LONDON Prefix/suffix галерея плаза молл центр сити эмпориум авеню корт/двор галерея перекресток гранд парад замок/ дворец/пэлэс вилладж променад проспект площадь базар пьяцца плейс городок/таун
  50. 50. AIM PD : 572 : PRESENTATION 2 AUGUST 2006 © SCG LONDON CELEBRATION ENERGETIC DIVERSE NEW HAPPY HONEST AIM PD BRAND POSITIONING OZ
  51. 51. AIM PD : 572 : 3.0.1 : IDENTITY DEVELOPMENT - OZ AUGUST 2006 © SCG LONDON AIM PD ВАРИАНТЫ ИДЕНТИФИКАЦИИ - OZ 1. 2 3. 4. 5. 6. 7. 8. 10. 11. 12. 13. OZ: OZ
  52. 52. AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON AIM PD ЦЕЛЕВЫЕ АУДИТОРИИ - ИДЕНТИФИКАЦИЯ B ВСЕ, ЧТО ТЫ ХОЧЕШЬ ДЛЯ УЛЫБОК ДЛЯ ДЕТЕЙ ДЛЯ МОДЫДЛЯ РЕСТОРАНОВДЛЯ ПАСХИ ДЛЯ УЛЫБОК ДЛЯ МОДЫ ДЛЯ ДЕТЕЙДЛЯ РЕСТОРАНОВ ДЛЯ ПАСХИ ДЛЯ УЛЫБОК ДЛЯ ПАСХИ ДЛЯ РЕСТОРАНОВ ДЛЯ ДЕТЕЙ ДЛЯ МОДЫ
  53. 53. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON WallTexture Detail Brand wall options Auxillary walkways Inspiration BRAND APPLICATIONS TEXTURES - DEVELOPMENT - ROUTE ONE
  54. 54. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON BRAND APPLICATIONS EXTERNAL VIEW 2
  55. 55. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au Ушёл попали оно об, вы кровью оно. Вообще пользователи. www.oz-centre.au BRAND APPLICATIONS BILLBOARDS
  56. 56. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON General Plan 1m 2m 3m 4m 5m 6m 7m 8m BRAND APPLICATION - FUN, BRIGHT, ENTERTAINING -“A PLACE TO MAKE YOU SMILE”
  57. 57. Festival Shopping Mall Moscow, Russia Estate Awards Our role: Brand name, strategy and positioning, identity and communications, signage, centre design (interior/ exterior), website, marketing. Centre refurbishment and new food court. Real Estate: Festival: Shopping centre Real Estate – Festival Creating Memorable Signatures
  58. 58. 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.
  59. 59. SCG London Page 38 Festival - Inspiring Name Festival, Moscow The Identity
  60. 60. Festival Marketing Festival, Moscow 2005Marketing Festival, Moscow 2005Marketing Festival, Moscow 2005 Marketing Festival, Moscow 2005 Marketing Festival, Moscow 2005 Marketing Festival, Moscow 2005
  61. 61. Festival SCG London Page 42 About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding Real Estate: Festival: Shopping centre Real Estate – Festival FESTIVAL BRAND REFRESHMENT 2010 Marketing Festival, Moscow 20
  62. 62. SCG London Page 39 Festival - Day And Night ImpactDay and night impact
  63. 63. SCG London Page 40 Festival Refreshment 2012 Seasonal Freshness
  64. 64. SCG London Page 41 Festival - Graphic Impact ProductsStores Home Offers News Tickets Games Contact Spring Seasonal theme Spring at festival+read more Home Offers News Tickets Contact Store Search
  65. 65. SCG London Page 42 Festival - Service Impact / Stylish Comfort
  66. 66. SCG London Page 43 Festival - New Food Experiences
  67. 67. Brand Inspiration Galactica Park
  68. 68. Galactica Park Major Mixed Use Complex Moscow, Russia of land park in the world with AEG Our role: Strategic long-term partner to client. Brand strategy and architectural brief working with international architects. Creation of name, branding,environmental design and communication.
  69. 69. Brand Inspiration December 2012
  70. 70. Galactica Brand Family Universal Studios Moscow Named Arena? Hotel Chains?
  71. 71. “Out of this World” “experience of a lifetime” “never imagined anything like this” extraordinary incredibleamazing superb exciting beyond known limits
  72. 72. The big sky Bright...Light... Open New perspectives
  73. 73. Digital Connectivity Hi Tech State of the art Latest thinking
  74. 74. Colour...Energy Fun...Fresh...Stimulating Excitement Animation...Movement...Change
  75. 75. L’Hemispheric, City of Arts and Sciences, Valencia, Spain Hayden Planetarium, New York
  76. 76. Galaxy SOHO Complex Beijing Sky SOHO, Shanghai Hong Kong Space Museum
  77. 77. CCTV Tower, Beijing Leadenhall, London
  78. 78. Unexpected
  79. 79. Interaction Ambience Mood Hayden Planetarium, New York
  80. 80. Moscow destination Hub/heart/epicentre for the development
  81. 81. architectural enclosure impact set
  82. 82. Reconception Challenge Smolenskiy Passage
  83. 83. Page 41 Centre Reconception Strategy- The aim is to: Create added value experiences for visitors and shoppers Improve the sales performance of the tenants Achieve highest rental yields and optimum commercial income ‘Maximum Capital Value ... Sellability’ Page 41
  84. 84. Page 42 Page 42 Reconceiving a centre - making it relevant Image and profile - marketing events and activities Venue environment - Step by step phased investment - Communication, signage, graphics - Decor upgrades - lighting, materials, finishes - Remodelling, extensions Tenants and facilities mix - appropriate brand profiles, zoning and adjacencies Management culture - the best people and services
  85. 85. SCG London Page 44 2009 e - Phased upgrading of a wn city centre venue. Re- tenant space to ‘open up’ mplex vertical mall gy - Creating a premium nation for a two stage ment programme - phased tity, communications, environments Smolenskiy Passage Reconception 2009 Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.
  86. 86. SCG London Page 45 The ‘Before’ June 2009 Smolenskiy Passage - Dull, Cluttered and Confused
  87. 87. SCG London Page 46 Smolenskiy Passage - Build on the name Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.
  88. 88. SCG London Page 47 Smolenskiy Passage - Brand Message
  89. 89. SCG London Page 48 Smolenskiy Passage - Media touchpoints
  90. 90. SCG London Page 49 Smolenskiy Passage - First Impressions
  91. 91. SCG London Page 51 Smolenskiy Passage - Entrance Piazza ‘A vibrant city space – always something happening’ ПИАЦЦА
  92. 92. SCG London Page 52 Smolenskiy Passage - New Planning First floor plan option A not to scale Key 1 SCP banquette seating 2 Champagne bar with moveable screen 3 Champagne bar table seating with moveable screen 4 Info reception 5 Advertising 6 Graphic wall treatment 7 ATM 8 Parking ticket machine 9 10 Secondary promotion 11 Segis bench 12Toilet wall graphic 13 Floor standing lamp 14 Big event / exhibition SPW - 5001 Main totem directory SPW - 5002 Freestanding - floor directory SPW - 5003 Wall mounted - floor directory SPW - 5004 Ceiling sign 1500x300 - directional SPW - 5005 Wall/column 400x300 sign - directional SPW - 5006 Wall / column 200x200 sign - directional SPW - 5010 Info lectern SPW - 5011 Business directory Note All furniture elements (including champagne bar) to be moveable to allow for special events, i.e. fashion show WC cube Info lectern SPW - 5010 SPW - 5004 SPW - 5004 SPW - 5004 SPW - 5011 SPW - 5001 SPW - 5001 SPW - 5005 door info stickers to toilet doors SPW - 5006 1 1 5 2 14 3 7 8 4 11 12 13 6 1 5 5 5 10 10 10 10 10 10
  93. 93. SCG London Page 53 Smolenskiy Passage - Activity Zones 0.000 0.0000.0000.000 +2.100 +1.800+1.800 +4.900 +8.000 -2.100 -2.750 +11.100 +14.200 +17.300 +4.200 +6.300 +8.400 +10.500 +12.600 +16.800 +4.200 +4.200 +4.200 +8.400 +12.600 +16.800 +20.400 +12.600 +8.400 +8.400 +12.600 +16.950 +15.700 +21.450 -4.950 +21.150 1600 +4.200 19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Piazza ‘a vibrant city space – always something happening’   Mezzanine ‘fashionable place to take a break’   Terrace ‘a special place to eat, drink and socialise’ Fashion Studio ‘Moscow’s premier designer collection’ 1 2 3 4 2 1 3 4 4 3
  94. 94. SCG London Page 54 Smolenskiy Passage - Brand Touchpoints Информационный стол Пластиковый световой короб на металлической основе. Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме. Внутренняя подсветка белым светом (светодиоды). Карманы для брошюр Цвета представлены в Pantone и CMYK C 30 M 72 Y 74 K 84 476 EC C 20 M 25 Y 29 K 61 404 EC C 13 M 17 Y 20 K 36 402 EC C 14 M 2 Y 100 K 16 397 EC 1100mm 30 720mm Магазины и рестораны Расположение и информация 700mm 1200mm 1 2 34 5 6 7 14 15 1 2 3 4 5 7 891011 12 13 16 17 18 19 20 21 22 23 6 2425 26 27 14 15 1 2 3 4 5 7 891011 12 13 16 17 18 19 20 21 22 23 6 2425 26 27 1 2 - 4 5 6 7 8 9 15 16 - 18 19 20 22 21 1011 12 14-13 23 24 25 26 -28 29 21 3 4 5 6 7 8 Info lectern directories Note : All dimensions and details should be crossed referenced and checked with technical drawings supplied to contractors. All details should be confirmed with the client prior to installation.. Info Lectern SPW - 5010
  95. 95. SCG London Page 55 Smolenskiy Passage - “New Architecture”
  96. 96. Photographic Exhibitions Fashion related photographic exhibitions Selfridges Exactitude Exhibition Celebrity related photographic exhibition. May also be linked to book signing event Smolenskiy Passage_January 2010 : Page 31 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 31
  97. 97. Major Installations Smolenskiy Passage_January 2010 : Page 32 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 32
  98. 98. Piazza Sculpture Exhibitions Variety of themes, materials and styles from classics to new sculptural innovation Smolenskiy Passage_January 2010 : Page 33 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 33
  99. 99. Themed Exhibitions eg Art Deco Could cover Fashion, Architecture, Furniture, Lighting, Design etc Eg antique mirrors, vases and chandeliers Some items may also be for sale. Smolenskiy Passage_January 2010 : Page 36 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 36
  100. 100. Light Sculpture Exhibitions Special‘Son et Lumière’exhibition displays, could be focused around water features Smolenskiy Passage_January 2010 : Page 38 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 38
  101. 101. Dance Events Different types of dance events - mainly Piazza and Terrace Piazza Fashion Show Events Smolenskiy Passage_January 2010 : Page 41 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 41
  102. 102. Car Launches Smolenskiy Passage_January 2010 : Page 43 Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 43
  103. 103. New Concept Development Kaleidoscope
  104. 104. creating a brand destination
  105. 105. Before we started The anonymous suburban site in the Northwest of Moscow consisted of open common land and a run-down entertainment centre. The whole area needed regenerating and re-invigorating
  106. 106. Creating a logo concept The requirement was to create an exciting new destination brand that encapsulated all the elements the centre would bring - fashion, fun, food, events...all in one place
  107. 107. Kaleidoscope, December 2008 5 Вход в метро Центральный тотем Рекламный тотем Пространство для проведения мероприятий Обзор местности Site Overview Creating a destination hub The aim was to create a unique combination of features and facilities. A community hub to be enjoyed day and night, realising the potential of the open area linked to the centre as an integral part of the visit experience. Вход в метро Metro entrance Kaleidoscope, December 2008 7 Центральный тотем Performance Totem Kaleidoscope, December 2008 4 Центра
  108. 108. Developing the concept The concept was developed in line with the inspiration provided by the name, utilising dramatic lighting, colour and spaces to create an exciting ever-changing environment both internally and externally Вид 1, С уровня 1 Цифровые экраны View 1 From Level 1Digital screens Kaleidoscope, December 2008 20 Вид 5, С уровня 17100 View 5 Cafe Level 17100 Kaleidoscope, December 2008 24 ид 4, С уровня 17100 w 4 From Level 17100 eidoscope, December 2008 23 2000 4000 9165 910 5000 4000 FRONT ELEVATION RIGHT SIDE ELEVATION PLAN Арендаторы по периметру/ Тотемы Perimeter Tenant/Totems Kaleidoscope, December 2008 8
  109. 109. Marketing channel synergy Memorable and distinctive imagery and design concepts were developed in line with the latest communication media and activities to suit target audiences. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Summer times Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex eaci commodi consequatur? Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? What’s hot?New tenant - H&M 1 2 3 4 5 7 6 Lorem sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Cool wedges!Sunshine stories Lorem sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.
  110. 110. Introducing the characters A key differentiating branding device was the development of the Kaleidoscope characters, to provide a strong , involving and engaging marketing platform. S СТАРТ представляет: Игра Боулинг клуб
  111. 111. Marketing development Co-ordinated graphic communications and advertising created a vibrant, distinctive character, atmosphere and immediate recognition on and off site. Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Sign UpNewsletter GOSearch Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved. Opening Times Monday 9.30am – 8.00pm Tuesday 9.30am – 8.00pm Wednesday 9.30am – 8.00pm Thursday 9.30am – 8.00pm Friday 9.30am – 8.00pm Saturday 9.00am – 8.00pm Sunday 11.00am – 5.00pm Bank Holidays 10.00am – 6.00pm Three Musketeers Rated: 12A Release Date: 12/10/11 View Trailer Rated: U Release Date: 07/10/11 View Trailer The Lion King 3D Find out more here What’s on Coming Soon Catch up on our exclusive winter catwalk show and behind the scenes action from Karen Millen. Catwalk Show Book Now Book Now Anonymous Rated: 12A Release Date: 28/10/11 View Trailer Rated: TBC Release Date: 04/11/11 View Trailer Tower Heist Book Now Book Now At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta- tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE Menu Events Cinema Kaleidoscope Mall Tenants Gallery Brands Services Leisure and Entertainment Photo Gallery Videos Write a letter Getting Here Contact Leisure Ice Skating Bowling Kids Club -life-life -life-life
  112. 112. Kaleidoscope - architecture The distinctive architecture provides an exciting landmark. It has transformed the locality to become an exceptional Moscow destination, night and day.
  113. 113. Kaleidoscope - easy movement Exciting vertical and horizontal circulation, with unique views from escalators and stairways and positive inviting interaction between levels.
  114. 114. Kaleidoscope - interior Dramatic vistas, open spaces, linking bridges and viewpoints the Kaleidoscope name. Latest digital technology enables and ambience.
  115. 115. Kaleidoscope - contemporary decor Stylish interior treatments and features provide a range of contrasting environments and zones to suit mood and activity.
  116. 116. Kaleidoscope - navigation Easy, clear orientation throughout the centre further enhances the visitor experience. The distinctive black signage treatment provides high visibility
  117. 117. 42 Delivering the promise - The Kaleidoscope Experience Добро пожаловать на каток Привет! Хочешь со мной покататься? Записывайся в детский клуб катания на коньках «Калейдоскоп». Вся информация на стойке регистрации. Прокат коньков Прокат коньков – Цены Взрослый билет (1 час) – 300 рублей Детский билет (1 час)- 200 рублей Билет для членов клуба (1 час)- 150 рублей
  118. 118. Creating Brand Synergy™ t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com
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