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Destination Branding

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

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Destination Branding

  1. 1. Destination BrandingReconceptionCreating a differenceOctober 2012
  2. 2. SCG London – Strategic, Branding & Design The title Destination Branding ... Reconception – Creating a Difference confirms the key challenge Мы ‐ marketers face in achieving positive differentiation, in this case for real estate destination brands whether a shopping or business centre, residential or particular location. Some images of our work indicate our activities in the Real Estate, Retail and Financial sectors.SCG London Page 2
  3. 3. Our Clients Include… Our Clients Some example real estate brand clients of SCG London. Our Clients Include... COFFEESHOPAbout SCG London | Retail | Financial Services | Real Estate | Corporate and Employer BrandingSCG London Page 3
  4. 4. AgendaAgenda The aim of the presentation is to clarify the functions of branding in relation to reconceiving and rebranding destinations. Some thoughts on how to create a difference that will meet the aims Some Definitions of reconception will be followed by two example case studies – Smolenskiy Passage and Festival Create a Difference Shopping Centres. The last section provides some examples of how art and culture can be - Some Thoughts incorporated into destinations as an integral part of their brand profile development. - Centre Treatments - Culture - Marketing / Activities Smolenskiy Passage Festival Injecting Art and Culture
  5. 5. Some Definitions Some Definitions – Reconception The prefix “re” has some useful meanings as it describes the intended activity and aims, Re…. Conception i.e. once more, afresh, anew, reactivate, etc. Conception is about forming a plan of action and the Wiktionary definition – “original reconceived once more… ‘the forming or devising in a new way” sums up neatly the point that any rebranding afresh… of a plan or idea’ exercise should reflect a new way of perceiving an existing English Oxford Dictionary development in terms anew… of its image and the experience of its various audiences re accustom… and users. re activate… Re+conception – ‘original reconceived in a new way’ WiktionarySCG London Page 5
  6. 6. Some Definitions Some Definitions – What is a Shopping Centre? Successful shopping venues must now provide far more than retail What is Shopping Centre? offers. As community destinations they should become social venues that can enhance the wellbeing and lifestyle of visitors with Centres are now destinations for activities and entertainment which can provide positive experiences encouraging visits • Socialising again and again. • Leisure • Entertainment • Wellbeing/lifestyle • The community… ... and shopping ‘Creating Experiences’SCG London Page 6
  7. 7. Some Definitions Centre Reconception Strategy The aims of reconception are to meet to the needs Centre Reconception Strategy – and aspirations of visitors and shoppers, to facilitate and encourage maximum sales performance of the tenants and thereby achieve optimum rental yields and commercial The aim is to income. Ultimately this is measured in the capital value of the development, i.e. its • create added value experiences for visitors potential sellability! and shoppers • improve the sales performance of the tenants • achieve highest rental yields and optimum commercial income ‘Maximum Capital Value… Sellability’SCG London Page 7
  8. 8. Reconceiving a centre - Making it relevant Reconceiving a Centre – Making it Relevant The strategy for reconception should cover the marketing and promotion of the venue through coordinated media, events, activities, together with art and culture initiatives • Image and Profile – marketing, events and activities that will enhance image and reputation. The physical – culture and art environments can be refreshed and revitalised through cost- • Venue Environment effective visual improvements and treatments using graphics - Communication, signage, graphics and signage. This can be combined with decor upgrades, - Décor upgrades – lighting, materials, finishes lighting and finishes, fixtures, furniture, landscaping (external/ - Remodelling, extensions internal, planting, water and hard landscaping features for example), • Tenants and Facilities mix – appropriate brand profiles, and visual merchandising. Improved short and longer term zoning and adjacencies tenant mix profiles and formats, zoning and adjacencies need • Management culture – the best people and services to be identified and a strategy established for attracting targeted new tenants, improving existing ‘What are you known for?’ and replacing unsatisfactory offers. The culture and performance of the existing development management, staff, partners, services and suppliers need to be addressed to ensure they represent the best.SCG London Page 8
  9. 9. Some Definitions Some Definitions – Marketing The definitions of Marketing Marketing revolve round the key essential of really understanding the needs and aspirations of target customers, i.e. identifying, anticipating and satisfying their ‘promoting and selling products or services’ expectations but achieving this in a profitable manner. - Oxford Dictionary Each of these criteria represents increasingly difficult challenges in a competitive marketplace. ‘... used to identify the customer, satisfy the customer and keep the customer’ - Wikipedia ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably’ - The Chartered Institute of MarketingSCG London Page 9
  10. 10. Brand Differentiation - Brand Image and Experience Brand Differentiation – Brand Image and Experience Make it... To create something different is vital in a congested market of similar offers and choices. Some criteria are listed to make Rare Awesome a destination exceptional. These words should inspire and inform Terrific Out of ordinary as a potential checklist for any reconception initiative. The Unbelievable challenge is to make it... Surprising Remarkable Sensational Exceptional Dramatic Unique Incredible Phenomenal Striking Extraordinary Impressive Something different...SCG London Page 10
  11. 11. Create a Difference - Visual Merchandising Create a Difference – Visual Merchandising Visual Merchandising in centres and other development venues should be an integral component of any initiative which aims to create arresting focal points and features that will enliven the visitor experience. The longevity of the installation (is it a seasonal feature, a long-term interest point or temporary branded promotion?) will determine the creative and operational criteria. The key is to achieve an enhancement to the venue’s desired positioning and profile. The giant chair in a Shanghai Shopping Centre or the Ferrero Roche Xmas sculpture feature created drama and interest‘Tell your friends...’ and, hopefully, the ideal reaction – tell your friends!SCG London Page 11
  12. 12. Create a Difference - Supergraphic Impact Create a Difference – Supergraphic Impact Supergraphic technology means that just about any building or surface can be dressed to create a dramatic feature, promotion and message. Combined with light projection, the architecture and building elevations can become dramatic canvases and media to transform a development. Drama... story... message...SCG London Page 12
  13. 13. Create a Difference - Buildings that talk Create a Difference – Buildings that Talk The most dreary of developments can be dressed to create interest and drama that can meet a range of audience needs – to put a development on the map, to promote its sale, to attract visitors, to inject some theatre, character and differentiation. Buildings can become dramatic backdrops for events and promotions.‘Dress to impress’... your target audiencesSCG London Page 13
  14. 14. Create a Difference - Art and Advertising Create a Difference – Art and Advertising These images of a film promotion at Westfield, White City, illustrate how the actual installation becomes an event. The process of painting the images in position created its own drama and interest.Performing artsSCG London Page 14
  15. 15. Create a Difference - ‘the building is the message’ Create a Difference – the Building is the Message Even the most nondescript of buildings can be transformed through digital screen technology. This Swiss example has carefully programmed screen content which is managed to achieve the desired visual impact and communication. There is obviously a danger of poor content management and uncontrolled advertising turning the building into a confused billboard facility. Managing and directing content and impact to enhance a destination’s brand profile and desired special character and image is essential. Unfortunately, screen technology is viewed by many as simply a revenue opportunity and this needs to be balanced with an investment criteria that leverages digital media to create stunning environments and experiences as well as ‘Digital Dressing’ message communication.SCG London Page 15
  16. 16. Create a Difference - Digital Architecture Create a Difference – Digital Architecture The potential of digital treatments brings the challenge of standing out from the crowd. If everyone is shouting, no one is listening! The skill is creating distinctive digital dressing and treatments that grab attention and sustain interest. ‘Standing out from the crowd’SCG London Page 16
  17. 17. Create a Difference - Cosmetic Architecture Create a Difference – Cosmetic Architecture Ugly buildings and environments can often be treated with imaginative screening as this example of the front of the Stratford Metro Station at Westfield. The suspended louvres installed at Smolenskiy Passage in Moscow disguise unattractive roof glazing and successfully transform the atrium space to reflect a premium shopping environment. Camouflage conceptSCG London Page 17
  18. 18. Create a Difference - Cosmetic Architecture Create a Difference – Cosmetic Architecture Simple camouflage treatments can be graphic-led structures or the creation of focal points of interest, such as these pylons at the Festival Centre, Moscow.Camouflage conceptSCG London Page 18
  19. 19. Create a Difference - Temporary architecture... destination Create a Difference – Temporary Architecture ... Destination Temporary stages, arenas, pavilions and exhibition spaces can be installed to create dynamic temporary destinations. This Louis Vuitton pavilion in Hong Kong became a major feature and an ultimate brand world.SCG London Page 19
  20. 20. Reconception Challenge Reconception Challenge – Centre Management Less landlord facilities manager... The chart as illustrated shows Centre Management Team more retailer partner a simplified organisation of a typical shopping centre management structure. Typically, if you ask who is responsible for the centre brand, everyone Centre would point to the marketing Director department. The point, however, is that everyone on the chart PA & Network Administrator is in some way responsible for the visitor experience Finance & Asset System & and whether this is a positive Deputy Centre Lawyers Director Management Administration Leasing Marketing or negative interaction. Some organisations talk about a Chief System & Administration Tenant Relations Experience Officer – someoneProject Management Operations who is responsible for ensuring every touch point with the company is appropriate and in keeping with the desired image and reputation. In reality, as the quote notes in many organisations “Everyone should The Brand Experience be involved, but nobody is responsible”! Centre managements must see themselves in partnership with ‘Everyone should be involved but nobody is responsible’ the retailers, not simply providing landlord/facilities manager services. That change in thinking as an essential starting point for everyone concerned, from owner/ investor to the maintenance manager.SCG London Page 20
  21. 21. Lessons from the UK - Less shopping centres but bigger / better Lessons from the UK regional / super-regional centres The trend is now for less shopping centres but bigger better regional centres. As noted previously, centres need to achieve more effective customer insight working with the retailer Centres need to leverage their consumer insight tenants to understand exactly to achieve best ‘matching’ - what retailer brand and format will best meet the targeted right place / right retailer brand / right trading model customer aspirations. Ideally the synergy of the retailer brand equity and the centre brand should create an enhanced, unique equity for both. Shopping Retailer Centre Brand Brand Location Destination Architecture Brand Products Environment Experience Environment Activities Service Management Equity Synergy Offer-Experience People Staff Marketing ProfileSCG London Page 21
  22. 22. Lessons from the UK Lessons from the UKCurrent Skill Gap - Market Intelligence The skill gap in market intelligence is still a major challenge. This is vital now as the market is consumer-led. Previously developers built centres and incentivised retailers to be in them. Retailers are now multi-channel with the internet, which means they need fewer Market was developer led - developers provided shops and therefore be in fewer centres unless the centres meet retailers incentives to be in centres their new criteria of bigger better Market now consumer led - omnichannel means stores and environments. The Tesco boss recently quoted retailers need less shops / less centres that “apps are the new high street” which is indicative of this change in shopping habits. 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’SCG London Page 22
  23. 23. Shopping Centre New Experiences Shopping Centre New Experiences These examples of new experiences, indoor climbing, segway attraction and the location of a dancing school within a mall reflect the need for different approaches and dynamics to make a destination special. Bluewater Shopping Centre located in London, UK, offersIndoor climbing facility located on the 5th floor the chance to experience theof 1Utama Shopping Centre in Selengor, Malaysia unique Segway thrill International Dancing School located on the first floor of Dubai Shopping Mall located in Dubai, United ArabSCG London Page 23
  24. 24. Shopping Centre New Marketing Activities Shopping Centre – New Marketing Activities Selfridges using its roof for a golf The annual course, a centre hosting a jobs Glasgow fair, or creating your own local jobs’ fair “Olympics” or photo shoots are examples of utilising hosted by facilities imaginatively Silverburn and creating special events. Shopping CentreSelfridges London has reopenedits legendary roof, transformingthe sky-high space intothe mini-golf place Host your own Photoshooting for the cover ‘Olympics’, of the new store catalog, introducing Westfield, London to the contest, RussiaSCG London Page 24
  25. 25. Smart ways to create events - ‘Make a statement’ Smart Ways to Create Events – Making a Statement Leveraging social media is now an essential component of centre Photographer shoot marketing. This simple example in Shopping Centre process of using the local radio, a centre photographer and then inviting voting via Twitter and Facebook for the best dressed visitor triggers maximum interest Radio station event Voting for most stylish picture and involvement, and people announces Sharing via Twitter / Facebook to become the media. Following up with press pictures, advertising Individuals sharing posts asking for voting the winners and announcing 100 friends... on the radio then optimises 1000 likes to picture... impact and memorability. ... followers to Shopping Centre page Winners / prize People become the media! announces Press advertising with the participants /winnersSCG London Page 25
  26. 26. Creating fans and friends!.. and foes Creating Fans and Friends... and Foes This comparison of a UK centre, Bluewater fans, and Russian centres is indicative of the increasing use of social media. The danger is that fans can also become foes if you are not delivering the promise and viral black PR will undo a reputation within hours, unless addressed directly.SCG London Page 26
  27. 27. Smolenskiy Passage
  28. 28. Smolenskiy Passage - Reconception Smolenskiy Passage, Moscow This well-known centre in Moscow had become run down, cluttered and out-of-date. The new owner required us to upgrade the image2009 - Challenge and centre environment 2009 to recapture its original premium position to appeal to latestPhased upgrading of a well-known aspirational Russian centre venue. Replanning The development also incorporates an office centretenant space to ‘open up’ complex and is a listed building.vertical mall. The starting point was to re- establish the centre, building on its name and the historic associations of Smolenskiy and Passage. This inspired the brand message “New Traditions” which provides a robust guideline 2012 for the marketing strategy, events, activities and media. We directed the replanning and refurbishment of the centre creating distinct zoned spaces, treatments and brand touch points in keeping with the desired premium positioning.SCG London Page 28
  29. 29. Smolenskiy Passage - A renewed landmarkSCG London Page 29
  30. 30. Smolenskiy Passage - Build on the name SCG London Page 30
  31. 31. Smolenskiy Passage - Brand MessageSCG London Page 31
  32. 32. 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 32
  33. 33. 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 33
  34. 34. Smolenskiy Passage - Media touchpointsSCG London Page 34
  35. 35. 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 3 3 3 1 client prior to installation.. 2 25 26 -28 2-4 6 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 35
  36. 36. Festival Shopping Centre
  37. 37. Festival - Concept Reconception Festival, Moscow In 2005 our client asked us to address the potential name, branding and treatment of a new centre under construction in Moscow.2005 - Challenge The mediocre anonymous building was transformed by applying distinctive treatments externallyCreating a mass market city center and internally based‘for the family’. - differentiating on a strong brand namefrom 70 other centres in Moscow. and concept we developed for the targeted mass market audience.Transforming a mediocre building It became an award-winningdevelopment in progress to an centre maintaining the highest international standart retail venue. yields. Last year it was decided to further strengthen and update the centre with focused 2011-2012 treatments to the mall areas and food court, together with revitalised marketing Refreshing and communication media. existing brand These reflect latest techniques to suit the developing aspirations concept of target shoppers and visitors. up-to-date.SCG London Page 37
  38. 38. Festival - Inspiring Name Moscow Festival, The IdentitySCG London Page 38
  39. 39. Festival - Day And Night Impact Day and night impact SCG London Page 39
  40. 40. Festival Refreshment 2012Seasonal FreshnessSCG London Page 40
  41. 41. Festival - Graphic Impact Seasonal Stores Products theme Spring Spring at festival +read more Store Home Offers News Tickets Games Contact Home Search Offers News Tickets ContactSCG London Page 41
  42. 42. Festival - Service Impact / Stylish ComfortSCG London Page 42
  43. 43. Festival - New Food ExperiencesSCG London Page 43
  44. 44. Creating a DifferenceInjecting Art and CultureAs a brand strategy and marketing componentPositive Community Destination Differentiation FutureCity
  45. 45. Create a Difference – Art and Culture This last section illustrates how art and culture can become a key differentiation factor in the creation and promotion of successful destination brands. Future City ( is a specialist consultancy and network partner of SCG London. These images demonstrate some of their work in integrating art, culture and events in public and developer projects. They create competitions, introduce artists and designers and identify opportunities to make a venue or location special. Some examples of their work reflect how art and culture can uniquely enhance and enliven real estate development to make it special and memorable... and create the worthwhile difference that every destination brand should aim to achieve – the basic message of this presentation.SCG London Page 45
  46. 46. Heathrow Terminal 2SCG London Page 46
  47. 47. Crossrail - Public Art ProgrammeSCG London Page 47
  48. 48. Crossrail - Public Art ProgrammeSCG London Page 48
  49. 49. Soft LandscapingSCG London Page 49
  50. 50. Hard LandscapingSCG London Page 50
  51. 51. Street FurnitureSCG London Page 51
  52. 52. Digital ExperiencesSCG London Page 52
  53. 53. SCG London8 Plato Place72-74 St Dionis RoadLondonSW6 4TU +44 (0) 20 7371 7522