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

1. Destination Branding
Reconception
Creating a difference
October 2012

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. Our Clients Include… Our Clients
Some example real estate
brand clients
of SCG London.
Our Clients Include...
COFFEESHOP
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
SCG London Page 3

4. Agenda
Agenda 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. 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’
Wiktionary
SCG London Page 5

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. 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. 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. 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 Marketing
SCG London Page 9

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...
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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. 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...
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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 audiences
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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 arts
SCG London Page 14

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.
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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. 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 concept
SCG London Page 17

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 concept
SCG London Page 18

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. 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 – someone
Project 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. 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 Profile
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22. Lessons from the UK Lessons from the UK
Current 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. 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, offers
Indoor climbing facility located on the 5th floor the chance to experience the
of 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 Arab
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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
Centre
Selfridges London has reopened
its legendary roof, transforming
the sky-high space into
the mini-golf place
Host your own Photoshooting for the cover
‘Olympics’, of the new store catalog, introducing
Westfield, London to the contest, Russia
SCG London Page 24

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
/winners
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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. Smolenskiy Passage

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 image
2009 - Challenge and centre environment
2009 to recapture its original premium
position to appeal to latest
Phased upgrading of a well-known aspirational Russian customers.
city centre venue. Replanning The development also
incorporates an office centre
tenant 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. Smolenskiy Passage - A renewed landmark
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30. Smolenskiy Passage - Build on the name
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31. Smolenskiy Passage - Brand Message
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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 doors
SCG London Page 32

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. Smolenskiy Passage - Media touchpoints
SCG London Page 34

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 16
SCG London Page 35

36. Festival Shopping Centre

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 externally
Creating a mass market city center and internally based
‘for the family’. - differentiating on a strong brand name
from 70 other centres in Moscow. and concept we developed for the
targeted mass market audience.
Transforming a mediocre building It became an award-winning
development 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. Festival - Inspiring Name Moscow
Festival,
The Identity
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39. Festival - Day And Night Impact
Day and night impact
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40. Festival Refreshment 2012
Seasonal Freshness
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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 Contact
SCG London Page 41

42. Festival - Service Impact / Stylish Comfort
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43. Festival - New Food Experiences
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44. Creating a Difference
Injecting Art and Culture
As a brand strategy and marketing component
Positive Community Destination Differentiation
FutureCity

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 (www.futurecity.co.uk)
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. Heathrow Terminal 2
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47. Crossrail - Public Art Programme
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48. Crossrail - Public Art Programme
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49. Soft Landscaping
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50. Hard Landscaping
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51. Street Furniture
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52. Digital Experiences
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