Reconception - Intelligent Asset Management for Shopping Centres

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Presentation by Clive Woodger, Chairman of SCG London at the Moscow Real Estate exhibition REX 2012.

Presentation explores how shopping centres have become destinations. Reconception strategy aims to create added value experiences for visitors and shoppers to improve sales performance for tenants, achieve high rental yields and maximise capital. Creating a first choice perception for target audiences through asset management and alignment of brand touchpoints - rethinking opportunities and reinventing experiences.

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Reconception - Intelligent Asset Management for Shopping Centres

  1. 1. ReconceptionIntelligent Asset ManagementApril 2012
  2. 2. SCG London – Strategic, Branding & Design This presentation was given to an audience of real estate professionals at the annual international Real Estate Exhibition (REX) in Moscow on 24th April 2012. The following numbers and notes refer to the individual presentation pages. 1. The title ‘Reconception’ was given by the conference organisers. The subject is now increasingly topical given the number of existing centres that need to effectively compete with new developments and require upgrading to maintain market share. 2. SCG London’s particular experience working internationally and in Russia on retail, banking and real estate sector projects provides a particularly wide perspective on strategic branding and design. 3. Some shopping centre clients are shown including Galactica Park the recently announced major Moscow development which is to include an indoor Universal theme park and 20,000 seat Arena managed by AEG. 4. Re … Conception does not exist in English as a word but we all understand what it means. The two dictionary definitions for ‘Re’ and ‘Conception’ capture the essence of what is involved. ‘Re’ is about ‘reactivating’ and ‘refreshing’ and Wictionary’s ‘original reconceived in a new way’ is a useful action summary! 5. It is accepted that Shopping Centres today must be far more than simply places for shopping – they should be potentially be unique place brands – first choice destinations for socialising and enjoying experiences. 6. The aims of any reconception strategy are defined for each key audience and stakeholders i.e. the visitors and shoppers, tenants, owners/investors. Ultimately the capital value of a centre is dependent on the level of tenant sales. Optimum rental yields and commercialisation require successful tenants who will attract the target customer groups and achieve optimum spend. The test is the ‘sellability’ potential of the centre i.e. achieving maximum asset value.SCG London Page 2
  3. 3. SCG London – Strategic, Branding & Design 7. The wide range of centre audiences is outlined. The challenge to create an appropriate positive differentiation factor that will make a development their first choice. Rebranding must address the multifaceted aspects of a centre as a destination, workplace, retail and service brand. 8. Defining what a centre is best known for is an ongoing challenge. This starts with defininig the desired image and profile, phased environmental treatments, redefining the tenant mix strategy and, importantly, developing a best-in-class management culture and organisation. 9. Some key touchpoints that can make or break a positive perception of visitors and shoppers are listed as a typical pre visit, visit and post visit experience. Each interaction is an opportunity to reinvent or reposition a previous perception. 10. Social media is the subject of another presentation but its importance and potential as part of reconceiving the image and activities of an existing centre cannot be underestimated. However, it is like riding the tiger … great while you are in control – very bad news if you lose it! Managing any social media strategy is about entertaining, creating a dialogue and keeping promises – it is not simply another advertising channel. 11. This is a typical centre management team structure. The key issue is achieving a shared vision across all the individuals and companies involved, managers, suppliers and subcontractors. As in any service sector ‘people make the difference’. Managements previously saw their role simply as facility managers and landlords. Now they need to see themselves in a collaborative retail partnership with their tenants. The aim is to help retailers achieve maximum sales not simply extracting maximum rentals.SCG London Page 3
  4. 4. SCG London – Strategic, Branding & Design SMOLENSKIY PASSAGE 12. Smolenskiy Passage has been included as an example of a well-known Moscow centre which needed to regain its previous premium reputation. 13. Some ‘before’ images show the clutter of fire escape stairs, poor planning, dull uninspiring environments and uncontrolled graphics and signage. 14. This extract from the new brand manual defines the history and traditions represented by the name. It therefore provides a vision to live up to in terms of quality and uniqueness. 15. The brand message – ‘New Traditions’ – provides a brand platform for the centre offer and activities – the best classic and contemporary profile and propositions. 16 – 28. Images and photographs of the new media and environments developed for the centre. The final centre will double in size as the adjoining site is completed linked to the existing centre by a connecting enclosed footbridge. This will require zoning of the centre to create individual destination areas. Example ‘places’ are shown to help vistor orientation with their respective positioning message – Piazza, Mezzanine, Terrace, Fashion Studio. FESTIVAL 29 – 33. Festival has been included as an example of a mass market centre which was first reconceived while under construction in 2005. The original drawing illustrates the planned anonymous mediocre building development. Our task was to come up with a name and brand identity which creates a robust brand vision and overall concept treatment of exterior and interior design.SCG London Page 4
  5. 5. SCG London – Strategic, Branding & Design Festival has become one the best performing centres in Moscow and proved the professionals wrong who had advised it was in the wrong location. Its success is based on the high quality of experience and the strong brand personality that informs its approach and activities. This has successfully differentiated it from its potential better located competitors. 34 – 42. No centre can stand still however successful and 2011 we were asked to upgrade and refresh the centre. This covered updating the marketing message and style, creating more dynamic attractive service points, upgrading seating and mall furniture, and modernising the food court zone. The food court was planned and designed to reflect latest best practice and satisfy a more demanding and discerning visitor. New graphics and signage can transform spaces and environments and provide a highly cost effective and flexible refreshment of the external architecture and interior environments. Changes to lighting, finishes and remodelling represent more significant investments but can be phased and planned to provide step-by-step improvements. Ensuring marketing and communications are kept relevant and distinctive is an ongoing challenge to enhance the designed profile and positioning. Achieving a truly sustainable marketing strategy and concept is a key challenge – relaunches are fine but maintaining freshness and a sense of ‘always something special’ must be a priority for every centre management. 43. The last slide is an image of a Festival back-of-house corridor. The use of unique characters developed for the centre is a simple example of making the centre staff always to feel part of a special brand culture.SCG London Page 5
  6. 6. SCG London – Strategic, Branding & Design In conclusion, this presentation has aimed to show how any reconception must be based on a robust and distinctive brand vision. Every centre activity, investment and upgrade needs to be carefully aligned to achieve a true synergy of approach. This will enable to optimum returns on investment i.e. real intelligent asset management! Each centre has its own specific issues and challenges. If you need further information or clarification, please contact me on clive@scglondon.com Clive WoodgerSCG London Page 6
  7. 7. SCG London – Strategic, Branding & Design Мы ‐SCG London Page 7
  8. 8. Our Centre Clients Include… Our Clients Include...SCG London Page 8
  9. 9. Some Definitions Re…. Conception once more… ‘the forming or devising afresh… of a plan or idea’ English Oxford Dictionary anew… re accustom… re activate… Re+conception – ‘original reconceived in a new way’ WiktionarySCG London Page 9
  10. 10. Some Definitions Shopping Centre - ? Centres are now destinations for • Socialising • Leisure • Entertainment • Wellbeing/lifestyle • The community… ... and shopping ‘Creating Experiences’SCG London Page 10
  11. 11. Some Definitions 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’SCG London Page 11
  12. 12. Some Definitions - Brand Differentiation Re… creating a first choice perception for target audiences customers statutory visitors Multi-faceted tenants Brand management Destination politicians Organisation staff Service investors Retail partners Financial the media Workplace the community interest groups Re..branding = existing image and reputation developmentSCG London Page 12
  13. 13. Reconceiving a centre - Making it relevant • Image and Profile – marketing, events and activities • Venue Environment - Communication, signage, graphics - Décor upgrades – lighting, materials, finishes - Remodelling, extensions • Tenants and Facilities mix – appropriate brand profiles, zoning and adjacencies • Management culture – the best people and services ‘What are you known for?’SCG London Page 13
  14. 14. Asset  Management  …  Brand  Touchpoints                          Asset Management - Brand Touchpoints ‘crea%ng  desire’   Image  and  Reputa%on   Brand  Equity   Income  /  Value   Awareness   Customer  Journey   A]erglow   Promise   Visit   Sa%sfac%on   Equity  word  of  mouth,  sms…    customer  journey…    collateral  …    adver>sing,  direct   an>cipa>on  …    moments  of  truth   bags,  cards,  leaflets   marke>ng    first  vistas,    approach,  process,      assurance,  memories    web  site,  social  media   layout,  environment,  products,     reminders,    triggers,      promo>onal  publicity   Income staff,  facili>es,  exit  experience  …   aier  service  …    posters,  street  signs  …   Brand  Touchpoints   Managing  the  Process  –  Physical  …  Human  …  Technical     Rethinking opportunities ... Reinventing experiences coordina%on  …  consistency  …  control  …  SCG London Page 14
  15. 15. Social Media Challenge • Russia is second place in Europe in terms of Internet access. • 57 million Russians use Internet at least once a month (43% audience increase in last 2 years) • 22 million users access Internet via their mobile phones.SCG London Page 15
  16. 16. A renewed management culture? - Less landlord facilities manager More retailer partner Centre Management Team Centre Director PA & Network Administrator Asst Centre Marketing System & Director Administration Operations Environmental Clerk of Works Bldge. Srvs Retail Liaison Commercialisation C0-ordinator Bldg. Ops System & System & Maintenance Fire Officer Housekeeping Security Marketing Administration Administration System & System & System & Administration Administration Administration New shared visions... aspirations Changing mindsets... “our people make the difference”SCG London Page 16
  17. 17. Smolenskiy Passage Passage, Moscow Smolenskiy Reconception 2009 Challenge - Phased upgrading of a well known city centre venue. Re- planning tenant space to ‘open up’ complex vertical mall Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environmentsSCG London Page 17
  18. 18. Smolenskiy Passage - Dull, Cluttered and Confused The ‘Before’ June 2009SCG London Page 18
  19. 19. Smolenskiy Passage - Build on the nameSCG London Page 19
  20. 20. Smolenskiy Passage - Brand MessageSCG London Page 20
  21. 21. Smolenskiy Passage - A renewed landmarkSCG London Page 21
  22. 22. Smolenskiy Passage - Media touchpointsSCG London Page 22
  23. 23. Smolenskiy Passage - First ImpressionsSCG London Page 23
  24. 24. 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 0.000SCG London Page 24
  25. 25. Smolenskiy Passage - Entrance Piazza ПИАЦЦА ‘a vibrant city space – always something happening’SCG London Page 25
  26. 26. Smolenskiy Passage - New Planning 10 First floor plan option A not to scale Key 1 SCP banquette seating Info lectern SPW - 5010 2 Champagne bar with moveable screen 3 Champagne bar table seating with moveable screen 4 Info reception 5 Advertising 1 6 Graphic wall treatment SPW - 5004 SPW - 5011 7 ATM 8 Parking ticket machine 8 6 10 9 7 10 Secondary promotion 5 10 11 Segis bench SPW - 5001 12 Toilet wall graphic 2 13 Floor standing lamp 14 14 Big event / exhibition 3 10 4 SPW - 5001 Main totem directory 10 SPW - 5001 SPW - 5002 Freestanding - floor directory 1 SPW - 5003 Wall mounted - floor directory SPW - 5004 1 SPW - 5004 Ceiling sign 1500x300 - directional SPW - 5005 Wall/column 400x300 sign - directional SPW - 5006 Wall / column 200x200 sign - directional 10 WC cube SPW - 5010 Info lectern SPW - 5011 Business directory 13 Note 11 All furniture elements (including champagne bar) to be SPW - 5004 SPW - 5006 12 moveable to allow for special events, i.e. fashion show 5 5 5 SPW - 5005 door info stickers to toilet doorsSCG London Page 26
  27. 27. Smolenskiy Passage - Activity Zones 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 +21.150 +21.450 +20.400 1600 +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 4 +8.400 +8.400 3 +8.400 +8.000 +6.300 +4.900 +4.200 4 +4.200 +4.200 +4.200 2 +4.200 +2.100 +1.800 0.000 0.000 1 0.000 0.000 -2.100 -2.750 -4.950 1 Piazza ‘a vibrant city space – always something happening’   2 Mezzanine ‘fashionable place to take a break’   Terrace 3 ‘a special place to eat, drink and socialise’ Fashion Studio 4 ‘Moscow’s premier designer collection’SCG London Page 27
  28. 28. Smolenskiy Passage - Fashion Destination ФЭШН СТУДИО Fashion Studio ‘Moscow’s premier designer collection’SCG London Page 28
  29. 29. Smolenskiy Passage - The Mezzanine МЕЗОНИН ‘‘the fashionable place to take a break’SCG London Page 29
  30. 30. Smolenskiy Passage - The Terrace ТЕРРАСА ‘a special place to eat, drink and socialise’SCG London Page 30
  31. 31. Smolenskiy Passage - Brand Touchpoints Info Lectern SPW - 5010 1200mm 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.. 2 3 25 26 -28 2-4 3 3 6 1 1 29 7 1 1 2 1 2 16 - 18 12 15 18 12 15 18 4 15 17 17 Информационный стол 24 16 16 5 27 27 5 4 4 4 3 6 19 5 19 5 2 7 14-13 5 14 14 19 20 21 23 13 20 21 22 13 20 21 22 8 22 26 23 26 23 25 24 25 24 12 7 6 7 6 8 6 Пластиковый световой короб на металлической основе. 11 10 9 7 11 10 9 8 11 10 9 8 Basement Level 1 Level 2 Level 3 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 404 EC 402 EC 1100mm C 30 C 20 C 13 M 72 M 25 M 17 Y 74 Y 29 Y 20 30 K 84 K 61 K 36 Цвета представлены в Pantone и CMYK 720mm 397 EC C 14 M 2 Y 100 K 16SCG London Page 31
  32. 32. 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 0 M 6 Y 14 K 31 Colour matched to Pantone references shown Or cmyk breakdowns providedSCG London Page 32
  33. 33. Smolenskiy Passage - Entry Exit Experience БАНКОМАТ P ОПЛАТАПАРКОВКИ 800mm CAR PARK 800mm CAR PARK 476 EC 404 EC 402 EC C 30 C 20 C 13 M 72 M 25 M 17 Y 74 Y 29 Y 20 K 84 K 61 K 36 Colour matched to Pantone references shown Or cmyk breakdowns provided 397 EC C 14 M 2 Y 100 K 16SCG London Page 33
  34. 34. Festival - The Challenge - Concept Reconception! 2005 Challenge - creating a massmarket city centre ‘for the family’ - differentiating from 70 other centres in Moscow …! Transforming a mediocre building development in progress to aninternational standard retail venue. Strategy - creating an inspiring Vision and Ethos - name …imagery … personality … venue ... experience …SCG London Page 34
  35. 35. Festival - The Proposition Vision & Values Celebration Excitement Choice Freedom Fun FreshnessSCG London Page 35
  36. 36. Festival, MoscowFestival - Inspiring NameThe IdentitySCG London Page 36
  37. 37. Transforming the architecture &Festival - Transforming the architecture & environment environmentSCG London Page 37
  38. 38. Day and nightFestival - Day And Night Impact impactSCG London Page 38
  39. 39. Festival Refreshment 2012Seasonal FreshnessSCG London Page 39
  40. 40. Festival - Seasonal FreshnessSCG London Page 40
  41. 41. Festival - Service ImpactSCG London Page 41
  42. 42. Festival - Service Impact 04. 5° 0 70 R R 10 R 0 70 0 0 90 R 18° R 50 0 30 R R 10 07. 0 700 6° 02. 3° 600 06. 3450 10. 05. 08. 12. 10. B 00 R1 10. ~ VARIES 05. R1 25° 00 R5 250 0 05. 3575 31° C ~ R 100 01. 1000 6° 10° 675 700 09. 03. 0 50 R R 35 25 08. 13° 2 25 03. 6° 0 30 R 0 10 10° R R8 00 83 R7 00 11 WELCOME ZONE INFO. DESK - ELEVATION A WELCOME ZONE INFO. DESK - SECTION C R 10. 24° 4° R 10 NOTES 01. WELCOME ZONE INFORMATION DESK 0 02. 02. RAL FINISHED LIGHTWEIGHT TUBULAR STEEL WELCOME ZONE INFO. DESK - PLAN AT 1300MM AFFL POLE SECURELY FIXED THROUGH FLOOR FINISH TO STRUCTURAL SLAB. REF: RAL GREEN 6018 11. 03. MDF CARCASS WITH MOLDED RESIN FINISH TO ALL A ~ 11. WELCOME DESK SURFACES. REF: CORIAN SILVER BIRCH - i WWW.CORIAN.CO.UK 04. GATE FLAP & DOOR FINISH TO MATCH DESK. REF: CORIAN SILVER BIRCH 05. MOLDED RESIN FINISH TO HIGH LEVEL SHELF SUPPORTS. REF: CORIAN SILVER BIRCH 04. 04. 06. 2No. WORKSTATIONS TO WELCOME DESK 07. POWER & DATA REQUIREMENTS TO WELCOME DESK TBC. 08. WELCOME DESK TO HOUSE LOCKABLE LAMINATED R 0 55 STORAGE CUPBOARDS & DRAWERS. DETAILS TBC. 75 0 09. DOTTED LINE DENOTES LOWER SECTION OF R ANGLED DESK FRONT 02. 10. MOLDED RESIN FINISH T O HIGH LEVEL SHELVES ABOVE DESK TOP 450 11. ALUMINIUM FRAMED INTERNALLY ILLUMINATED SIGN BOX WITH WHITE OPAL ACRYLIC FACE FRONT & BACK. STOVE ENAMELLED RAL FINISH TO SIDE PANELS, 4500 TBC. TOP & BOTTOM. REF: BLUE RAL 5017 12. LAMINATED RECESSED PLINTH. REF: PAPAGO MASTIC M017 - WWW.POLYREY.COM 01. АННОТАЦИИ 3000 TBC. 01. ИНФОРМАЦИОННАЯ СТОЙКА ЗОНЫ ПРИВЕТСТВИЯ 12. 02. СТОЛБЫ ИЗ ОБЛЕГЧЕННОЙ СТАЛИ , ПРОХОДЯЩИЕ ЧЕРЕЗ ОТДЕЛКУ ПОЛА И ЗАКРЕПЛЕННЫЕ НА ПЛИТЫ КОНТРУКЦИИ И ВНУТРЕННЮЮ ЧАСТЬ ЭСКАЛАТОРА 05. ОТДЕЛКА: RAL GREEN 6018 01. 03. КАРКАС ИЗ МДФ, ПОКРЫТИЕ ИЗ ФОРМОВАННОЙ РЕЗИНЫ ДЛЯ ВСЕХ ПОВЕРХНОСТЕЙ СТОИКИ. REF: CORIAN SILVER BIRCH - WWW.CORIAN.CO.UK 04. КРЫШКА И ДВЕРЬ В СООТВЕТСТВИИ СО СТОЙКОЙ. REF: CORIAN SILVER BIRCH 05. ФОРМОВАННАЯ РЕЗИНА НА ПОДДЕРЖИВАЮЩИХ ЭЛЕМЕНТАХ ПОЛОК ВЫСОКОГО УРОВНЯ. REF: CORIAN SILVER BIRCH 06. 2 РАБОЧИЕ СТАНЦИИ НА СТОЙКЕ ПРИВЕТСТВИЯ 500 TBC. 07. ЭЛЕКТРО- И ДАТА ТРЕБОВАНИЯ ТРЕБУЮТ ПОДТВЕРЖДЕНИЯ 08. СТОЙКА ПРИВЕТСТВИЯ СОДЕРЖИТ ЗАПИРАЮЩИЕСЯ ЛАМИНИРОВАННЫЕ СЕКЦИИ И ЯЩИКИ ДЛЯ ХРАНЕНИЯ, 11. СПЕЦИФИКАЦИИ ТРЕБУЕТ ПОДТВЕРЖДЕНИЯ 09. ПУНКТИРНАЯ ЛИНИЯ ОБОЗНАЧАЕТ НАКЛОННУЮ ФРОНТАЛЬНУЮ СЕКЦИЮ СТОЙКИ 10. ОТДЕЛКА ПОЛОК НАД СТОЙКОМ - ФОРМОВАННАЯ РЕЗИНА 11. КОНСТРУКЦИЯ ВЫВЕСКИ - РАМА ИЗ АЛЮМИНИЯ, ВНУТРЕННЯЯ ПОДСВЕТКА, ФРОНТАЛЬНАЯ И ЗАДНЯЯ ПОВЕРХНОСТИ ИЗ БЕЛОГО АКРИЛА БОКОВЫЕ, НИЖНЯЯ И ВЕРХНЯЯ ПОВЕРХНОСТИ - STOVE ЭМАЛЬ REF: BLUE RAL 5017 R 12. ЛАМИНИРОВАННАЯ ВСТРОЕННАЯ ПЛАТФОРМА. REF: 73 50 0 PAPAGO MASTIC M017 - WWW.POLYREY.COM 02. 50 R9 WELCOME ZONE INFO. DESK - PLAN AT 25MM AFFL WELCOME ZONE INFO. DESK - ELEVATION BSCG London Page 42
  43. 43. Festival - Stylish ComfortSCG London Page 43
  44. 44. Festival - Stylish Comfort NOTES 01. 9No. BISTRO CHAIR REF: RED A CHAIR BY THE CONRAN SHOP - WWW.CONRANSHOP.CO.UK 02. 3No. BISTRO TABLE REF: WHITE BISTRO TABLE DIA. 77CM, BY THE CONRAN SHOP 03. 5No. FLOOR LAMP REF. RED TWIGGY BY SCP - WWW.SCP.CO.UK 04. 3No. PLANTER BENCHES - REFER TO FOLLOWING DETAIL 05. 3No. INTERIOR PLANTED OLIVE TREE 06. 3No. FLOOR LAMP REF. DOUBLE SHADE BY MOOOI 07. 30MM THK. PLYWOOD BENCH WITH COLOUR CORE FINISH - REFER TO FOLLOWING DETAIL 08. 30MM THK. PLYWOOD STOOL WITH COLOUR CORE FINISH - REFER TO FOLLOWING DETAIL 09. SELF ADHESIVE FILM GRAPHIC TREATMENT TO ESCALATORS - REFER TO GRAPHIC MANUAL 08. DOUBLE SHADE RED TWIGGY FLOOR LAMP АННОТАЦИИ 07. www.moooi.com www.scp.co.uk 01. 9 СТУЛЬЕВ ДЛЯ БИСТРО: RED A CHAIR ОТ THE CONRAN SHOP - WWW.CONRANSHOP.CO.UK 02. 3 СТОЛОВ ДЛЯ БИСТРО: WHITE BISTRO TABLE DIA. 77CM, ОТ THE CONRAN SHOP 03. 5 РАПОЛЬНЫХ ЛАМП RED TWIGGY BY SCP - WWW.SCP.CO.UK 04. 3 СКАМЬИ СО ВСТРОЕННОЙ КЛУМБОЙ 05. 3 ОЛИВКОВЫХ ДЕРЕВА ДЛЯ РАЗВЕДЕНИЯ В ПОМЕЩЕНИИ 06. 3 НАПОЛЬНЫЕ ЛАМПЫ. DOUBLE SHADE ОТ MOOOI 06. 07. СКАМЬЯ ИЗ 30MM ФАНЕРЫ, ОТДЕЛКА - COLOURCORE - СМ СЛЕД ДЕТАЛЬ 08. СТУЛ ИЗ 30MM ФАНЕРЫ, ОТДЕЛКА - COLOURCORE 09. ГПАФИЧЕСКОЕ ОФОРМЛЕНИЕ С САМОКЛЕЮЩЕЙСЯ ПЛЕНКОЙ - СМ ГРАФИЧЕСКИЙ ПАКЕТ A A ~ ~ 01. 02. 03. 04. 05. RED A CHAIR WHITE BISTRO TABLE DIA. 77CM www.conranshop.co.uk www.conranshop.co.uk BASEMENT LEVEL PARK FESTIVAL - PLAN 09. 05. 06. 08. 03. 04. 07. 09. BASEMENT LEVEL PARK FESTIVAL - SECTION ASCG London Page 44
  45. 45. Festival - New Food ExperiencesSCG London Page 45
  46. 46. Festival - New Food Experiences TOTAL COVERS = 577 ZONE 1_187 COVERS ZONE 2_196 COVERS ZONE 3_194 COVERS 02. 03. 01. 01. 01. 04. LEVEL 2 CAFE PLAN NOTES: АННОТАЦИИ: 01. CAFE 01. КАФЕ 02. JUICE BAR 02. СОК БАР 03. ICE CREAM BAR 03. БАР МОРОЖЕНОГО 04. CINEMA ENTRANCE 04. ВХОД В КИНОТЕАТРSCG London Page 46
  47. 47. Festival - Graphic FunSCG London Page 47
  48. 48. Festival - In-House FunSCG London Page 48

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