Real estate branding

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Real estate branding

  1. 1. Real Estate Branding Current and future challenges November 2013 Page 1
  2. 2. Agenda Real estate branding current and future challenges Definitions... Challenges... Touchpoints New centre development Kaleidoscope Galactica Park Reconception challenge Smolensky Passage Centre audit - Identifying the issues Page 2
  3. 3. Who we are International strategic branding and design consultancy We work in the retail, financial, Retail: real deliver a total corporate sectors We estate and customer experience From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability. Page 3
  4. 4. What we do - Real estate 49 23/04/2008 19:10:24 Page 4 Galactica Park_Brochure_April 2008.indd 49 23/04/2008 19:10:35
  5. 5. Shopping Centres... Place brands Destinations where people meet, eat, relax, indulge, work, rest and play... and shop... A community venue to promote wellbeing and lifestyle activities A place where people want to be! Page 5
  6. 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
  7. 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
  8. 8. Creating a WOW factor for centre target audiences Tenants Shoppers Investors Visitors Owners Staff, Partners Suppliers Interest Stakeholders Groups Politicians The Media The Community Page 8
  9. 9. Brand Equity Exceptional ‘Added Values’ to meet diverse needs and aspirations Page 9
  10. 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. Brand Touchpoints Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction 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 Synergy Rebranding: Page 11 Rethinking opportunities...Reinventing experiences
  12. 12. ‘Building a great experience is everyone’s responsibility and nobody’s job’ And remember... Page 12
  13. 13. Social Media Challenge “A brand is the sum of all conversations happening around the brand” Page 13
  14. 14. WOW Factor Experience Brand Ingredients Location Tenants Relevant Profile…Formats… Services...Facilities... The Brand Page 14 Target catchments… Accessibility...Visibility... Name…Identity…Vision… Message…Visual and oral signatures and applications
  15. 15. WOW Factor Experience Brand Ingredients Marketing and Communication Venue Design Management Culture Page 15 Digital…Print...Events… Activities…Social media… Website…Advertising... Site...Architecture… Evironments…Circulation... Zoning...Decor…Lighting… Signage…Graphics... People…Services… Suppliers…
  16. 16. Lessons from the UK Current Skill- Gap Intelligence Current Skill Gap Market - Market Intelligence 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’ Page 16 SCG London Page 22
  17. 17. New Centre Development Page 17 Page 17
  18. 18. Kaleidoscope Brand Experience Page 18
  19. 19. A vision to turn a sterile site into a first choice place to be... Before we started... Page 19
  20. 20. The vision realised... Page 20
  21. 21. Creating a logo concept. A name and brand identity to inspire Page 21
  22. 22. The final logo and message “Always Different, Always Yours” Page 22
  23. 23. Creating a community destination hub Обзор местности Site Overview Центральный тотем Рекламный тотем Пространство для проведения мероприятий Вход в метро Kaleidoscope, December 2008 5 Page 23
  24. 24. Distinctive architecture - local landmark Page 24
  25. 25. Distinctive architecture - local landmark Page 25
  26. 26. Centre Brand Challenge Marketing channels synergy Page 26
  27. 27. Distinctive advertising image Environmental promotion Advertising kiosk Promotional - seasonal campaigns Promotional - seasonal campaigns Winter Autumn осенние открытия в Калейдоскопе 53 Kaleidoscope project overview Kaleidoscope project overview 56 Page 27 Kaleidoscope project overview 36
  28. 28. Memorable characters Мишкин клуб катания на коньках Ледовая Арена Bowling club S Боулинг клуб представляет: Игра СТАРТ Bowling club Мишкин клуб катания на коньках oscope project overview Page 28 Добро пожаловать в боулинг Добро пожаловать на каток Билеты - Цены Взрослый билет (1 час) – 300 рублей Детский билет (1 час)- 200 рублей Билет для членов клуба (1 час)- 150 рублей Прокат коньков – Цены Взрослый билет (1 час) – 300 рублей Детский билет (1 час)- 200 рублей Билет для членов клуба (1 час)- 150 рублей Привет! Хочешь со мной покататься? Записывайся в детский клуб катания на коньках «Калейдоскоп». Вся информация на стойке регистрации. Прокат коньков Боулинг клуб
  29. 29. Memorable interiors Page 29
  30. 30. Dynamic easy circulation Page 30
  31. 31. Simple effective navigation Page 31
  32. 32. Galactica Park - Case Study Page 32 23/04/2008 19:10:24 Galactica Park_Brochure_April 2008.indd 49
  33. 33. Location & Public Transportation Accessibility Sheremetyevo SITE LOCATION: • Varshavskoye Shosse 170G, Moscow • Southern Administrative District of Moscow • Serviced by 2 metro lines (1 in operation - Annino, 1 under construction) – 20-30 minutes for central Moscow • On the intersection of MKAD and Varshavskoye Shosse • 20 minutes from Domodedovo Airport, 30 minutes from Vnukovo Airport, 80 minutes from Sheremetyevo Airport • Regular city and intercity bus service. Vnukovo Domodedovo Page 33
  34. 34. Galactica Park Building Components Hotels Offices M Winter Garden Premium Area Arena Retail Theme Park Winter Garden Premium Area Theme Park M MKAD Page 34 Retail SKOE SH Offices Parking V VARSHA Arena OSSE Hotels MKAD Service level
  35. 35. Page 35 54 Presentation August 2012 Galactika Arena Moscow
  36. 36. Universal Moscow Theme Park Page 36
  37. 37. Retail Galactica Park Shopping Center will become one of the largest shopping centers in Moscow, boasting GLA of 140 000 sqm. More than 400 stores and restaurants will offer an unparalleled choice and variety of brands and culinary delights. New brands, flagship stores and niche concept retailers will make Galactica Park the ultimate retail destination. Galactica Park will be a perfect opportunity for the retailers to reach across typical shopper profiles and demographics and broaden their brand appeal with innovative store environments and creative promotion strategies. Page 37
  38. 38. Hotels Galactica Park will offer its guests a choice of two world-class hotels with the total capacity of 1100 rooms. It is expected that one of the hotel towers will be a 4-star hotel with the other being occupied by a hotel with 3+ star rating. The hotels will cater for both families, staying at Galactica Park to visit Universal Moscow theme park and live entertainment at the arena, and the guests, visiting Moscow for business. Event organizers and corporate clients will appreciate a comprehensive offer of flexible meeting space and banqueting facilities, allowing to host professional and private events from 10 to 10 000 delegates. The project has drawn significant interest from several global hotels operators, including Starwood, IHG, One&Only and others. Page 38
  39. 39. Business Centre The office towers at Galactica Park will accommodate over 120 000 square meters of premium office space. Flexible layout, sophisticated and practical design, latest in communication and work environment technology will make this an attractive choice for a variety of businesses. The office residents will benefit from direct access to two metro stations, bus interchange and dedicated car park, ensuring that as much stress as possible has been taken out of the daily commute. Page 39
  40. 40. Reconception Challenge Page 40 Page 40
  41. 41. Centre Reconception StrategyThe 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 Page 41
  42. 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 Page 42 Page 42
  43. 43. A renewed management culture? - Less landlord facilities manager More retailer partner Centre Management Team Centre Director PA & Network Administrator Asst Centre Director Operations Bldge. Srvs Maintenance Fire Officer System & Administration Marketing Environmental C0-ordinator Clerk of Works Bldg. Ops Housekeeping Security Retail Liaison Commercialisation System & Administration Marketing System & Administration New shared visions... aspirations Changing mindsets... “our people make the difference” SCG London Page 16 Page 43 System & Administration System & Administration System & Administration
  44. 44. Smolenskiy Passage Reconception 2009 2009 e - Phased upgrading of a wn Challenge - Phased upgrading city centre venue. Reof a space to city centre tenant well known‘open up’ venue. Replanning tenant mplex vertical mall space to ‘open up’ complex vertical mall gy - Creating a premium nation for a two stage Strategy - Creating a ment programme - phased premium destination for tity, communications, a two stage development programme environmentsphased identity, communications, environments. SCG London Page 44
  45. 45. Smolenskiy Passage - Dull, Cluttered and Confused The ‘Before’ June 2009 SCG London Page 45
  46. 46. Smolenskiy Passage - Build on the name Smolenskiy Passage reflects and communicates the special history and traditions represented in the name. SCG London Page 46
  47. 47. Smolenskiy Passage - Brand Message SCG London Page 47
  48. 48. Smolenskiy Passage - Media touchpoints SCG London Page 48
  49. 49. Smolenskiy Passage - First Impressions SCG London Page 49
  50. 50. Smolenskiy Passage - First Impressions Entrance wall : See detailed drawing pack for material specifications +8.400 Contrasting colour in the same material as the rest of the wall cladding. +4.200 0.000 SCG London Page 50
  51. 51. Smolenskiy Passage - Entrance Piazza ПИАЦЦА SCG London Page 51 ‘A vibrant city space – always something happening’
  52. 52. Smolenskiy Passage - New Planning 10 First floor plan option A not to scale Key 1 SCP banquette seating 2 Champagne bar with moveable screen Info lectern SPW - 5010 SPW - 5004 SPW - 5011 8 6 7 3 4 5 6 1 7 ATM 8 Parking ticket machine 9 10 5 2 Champagne bar table seating with moveable screen Info reception Advertising Graphic wall treatment 10 SPW - 5001 10 Secondary promotion 11 Segis bench 12 Toilet wall graphic 13 Floor standing lamp 14 Big event / exhibition 14 3 10 SPW - 5001 Main totem directory 4 SPW - 5001 10 SPW - 5002 Freestanding - floor directory SPW - 5003 Wall mounted - floor directory SPW - 5004 Ceiling sign 1500x300 - directional 1 SPW - 5004 1 10 SPW - 5005 Wall/column 400x300 sign - directional SPW - 5006 Wall / column 200x200 sign - directional SPW - 5010 Info lectern WC cube SPW - 5011 Business directory 13 SPW - 5004 5 5 5 11 SPW - 5006 Note All furniture elements (including champagne bar) to be 12 moveable to allow for special events, i.e. fashion show SPW - 5005 door info stickers to toilet doors SCG London Page 52
  53. 53. Smolenskiy Passage - Activity Zones 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 +21.150 17 18 19 20 +21.450 1600 +20.400 +17.300 +16.800 +16.800 +16.950 +15.700 3 +14.200 +12.600 +12.600 +12.600 +12.600 +11.100 +10.500 +8.400 +8.000 4 3 +8.400 +8.400 +8.400 +6.300 +4.900 +4.200 +1.800 4 +4.200 +4.200 2 +4.200 0.000 1 0.000 -2.100 -2.750 -4.950 1 2 3 4 SCG London Page 53 +4.200 +2.100 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’ 0.000 0.000
  54. 54. Smolenskiy Passage - Brand Touchpoints Info Lectern SPW - 5010 Info lectern directories 1200mm 3 2 1 25 26 -28 3 2-4 29 4 Информационный стол Пластиковый световой короб на металлической основе. 12 15 24 19 20 21 23 22 11 10 9 14 13 8 7 26 11 10 15 9 14 13 7 26 11 Level 3 7 2 5 27 4 4 20 21 22 23 25 24 10 9 7 3 2 5 19 6 8 18 17 16 4 5 20 21 22 23 25 24 Level 2 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.. 1 6 1 12 27 19 6 Level 1 18 17 16 5 14-13 12 2 1 1 16 - 18 15 5 6 7 8 Basement 3 6 8 Level 4 700mm Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме. Внутренняя подсветка белым светом (светодиоды). Магазины и рестораны Расположение и информация Карманы для брошюр 476 EC 1100mm 30 404 EC 402 EC C M Y K C M Y K C M Y K 30 72 74 84 20 25 29 61 13 17 20 36 Цвета представлены в Pantone и CMYK 720mm 397 EC C 14 M 2 Y 100 K 16 SCG London Page 54
  55. 55. Smolenskiy Passage - “New Architecture” High level wall texture : Digitally printed walllpaper or masked and painted directly to the wall finish Produced as either a digitally printed wallpaper or painted directly to plastered/painted wall finish. 402 C C M Y K 0 6 14 31 Colour matched to Pantone references shown Or cmyk breakdowns provided SCG London Page 55
  56. 56. Centre audit Identifying the issues Page 56 Page 56
  57. 57. Key Requirements Increase profile & attraction for both visitors and tenants Create an enhanced experience for visitors Achieve this in a high impact, cost-efficient way Build on existing elements - name - architecture - planning Page 57 Page 57
  58. 58. A typical shopping centre audit Brand issues ’ Current Identity is weak Lacks confidence, impact and personality Typography is poorly balanced - looks awkward and amateurish The plus symbol lack any imaginative treatment - communicate the idea of a pharmacy, not a shopping centre Colours have potential but typography and application make them look recessive Addition of green is confusing Page 58 ’
  59. 59. Branding & Marketing Opportunities Website Homepage 42 Kaleidoscope project overview представляет: Игра СТАРТ Page 59
  60. 60. Building Exterior Treatment & Graphic Application : Issues ’ Weakness inherent in the brand identity means that application is weak There is no ‘brand language i.e. signature elements, ideas, textures etc Currently only a ‘badge’ over the entrance The rest of the building is virtually bare of branding - only retailer logos that are stronger than the centre branding The architecture itself does not create any retail theatre or even interest The building presents a 360° view - to visitors from the front/side and to the hotel from the back Lack of branding make it look cold, sterile, unfriendly, empty Page 60 ’
  61. 61. Building Exterior Treatment & Graphic Application : Opportunities Page 61
  62. 62. Building Exterior Lighting : Opportunities Page 62
  63. 63. Exterior Site Area : Opportunities Page 63
  64. 64. Car Park : Opportunities Page 64
  65. 65. Entrance: Opportunities Page 65
  66. 66. Orientation, Wayfinding & Zoning: Issues Orientation, Wayfinding & Zoning: Issues ’ Mixture of signage styles further Mixture of signage styles further dilutes the brand dilutes the brand Retailer signage is much stronger than Retailer signage is much stronger than centre signage centre signage There is no sense of a centre brand There is no sense of a centre brand framework or hierarchy framework or hierarchy Information desk looks like an Information desk looks like an afterthought afterthought Is it in the right position? Is it in the right position? No sense of zoning in the centre No sense of zoning in the centre - even at the basic level of floor level - even at the basic level of floor level theming theming Ideally there would be a sense of Ideally there would be a sense of different zones to attract different different zones to attract different customer segments - kids, family customer segments - kids, family fashion etc fashion etc Page 66 ’
  67. 67. Orientation, Wayfinding & Zoning: Opportunities Page 67
  68. 68. Interior Lighting & Ambience: Issues Interior Lighting & Ambience: Issues Interior Lighting & Ambience: Issues ’ Sense of interior blandness Sense of interior blandness and and Sense of interior blandness and emptiness emptiness emptiness Interior architecture not not create Interior architecture doesdoescreate Interior architecture does not create an enhanced visitor experience an enhanced visitor experience an enhanced visitor experience LongLong linear lighting emphasises the linear lighting emphasises the Long linear lighting emphasises the empty corridors and and open empty long long corridors largelarge open empty long corridors and large open spaces spaces spaces No sense variety of change mood No sense of variety of change of of of mood No sense ofof variety of change mood and andand pace pace pace No special atmosphere ambience No special atmosphere or or ambience No special atmosphere or ambience - - everything looks the same everything looks the same - everything looks the same Weakness/ inflexibility of of identity Weakness/ inflexibility identity and Weakness/ inflexibility of identity and and lack ofof brand signatures means lack brand signatures means only lack of brand signatures means only only option column dressing is is logo option for column dressing is option for for column dressing logo logo repetition repetition repetition Empty shops make the situation Empty shops make the situation Empty shops make the situation Page 68 ’
  69. 69. Interior Ambience: Opportunities Page 69
  70. 70. Interior Lighting: Opportunities Page 70
  71. 71. Circulation areas & Empty Store Fronts: Issues ’ Circulation areas suffer from all the problems highlighted earlier Empty shopfront treatments do not enhance the brand or add to any special sense of place ’ Page 71
  72. 72. Circulation areas & Empty Store Fronts: Opportunities Page 72
  73. 73. Zoning Opportunities: Kids, Food, Fashion... Page 73
  74. 74. Creating a wow factor... Special Dramatic Surprising Incredible Extraordinary Exceptional Memorable Terrific Impressive Awesome Page 74 Remarkable Sensational Again and again...
  75. 75. Thank You! SCG London 8 Plato Place 72-74 St Dionis Road London SW6 4TU +44 (0) 20 7371 7522 Page 75

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