The document discusses creating sustainable commercial spaces that people want to be in. It talks about the changing consumer preferences towards more social, tech-savvy and purpose-driven experiences. Various case studies are presented of transforming retail stores, offices, and shopping centers with green building strategies and more lifestyle-focused concepts to meet new consumer demands and achieve real sustainability.

1. Creating Places where
people want to be
- Achieving real Sustainability!
September 2014

2. Commercial sustainable strategy
The changing consumer
Certifications
Sector Convergence
- offices & banks
Centres... Cities
Creating Places where people want to be

3. 2Who we are... Ǚȩ -3#1-3(.-+ȩ2313#%(!ȩ 1-(-%ȩ and design consultancy Ǚȩ#ȩ6.1*ȩ(-ȩ3'#ȩ1#3(+ǒȩʰ--!(+ǒȩ real estate and corporate sectors Ť

4. .-.-đŤ'.Ť#Ť1#ĎĎĎĖŤ -3#1-3(.-+Ť2313#%(!Ť 1-(-%ŤŤ-Ť#2(%-Ť!.-24+3-!8ĖŤ#Ť6.1*Ť(-Ť3'#Ť1#3(+ďŤǫ--!(+1#+Ť#233#Ť-Ť!.1/.13#Ť2#!3.12 M.VideoMaintaining leading brand status Over the past 5 years, we have worked with M.video on many different aspects of their brand Projects include retail concept development and external and internal image/communicationsDetailed brand audit and research analysisVarious strategic and creative projects with different departments, including senior management, marketing and HRBrand identity, sub branding, advertising, brand culture, marketing and communications. Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.

5. Ť

6. .-.-đŤ'.Ť#Ť.1*Ť.1ĎĎĎŤ Example 1: The latin logotype in horizontal format reversed white-out of background colourExample 2: The latin logotype in horizontal format within the exclusion area (freespace) Yeni GLOBEX BANK logosuEski GLOBEX BANK logosu

7. Commercial design without a clear sustainable strategy is doomed to failure ….
Green Building design without an effective commercial strategy is likely to be unsustainable …
Creating Places where people want to be

8. Commercial success is based on achieving positive differentiation in a competitive market
Branding is managing your image and reputation to create an added value perception to differentiate
…. a place, product, offer, service and people
Creating Places where people want to be

9. Commercial success and real sustainability is based on having a brand which stays relevant for target audiences and users needs and aspirations
……engaging the hearts and minds of your customers, stakeholders, staff and the community
….Creating Places where people want to be -
Achieving Real Sustainability!

10. Changing ‘Consumers’
Employers … Employees
New Values... Lifestyles… Destinations

11. The changing consumer
Staying Relevant!

12. Different customer generations...
...changing perceptions priorities

13. ĖŤTech-savvy ĖŤGrasp new concepts quickly ĖŤEnjoy change ĖŤLike personalisation customisation ĖŤSeek stimulation, get bored easily ĖŤSocial, connected, consultative ĖŤCaring, motivated by their mission ĖŤWant to make the world a better place ĖŤMajor influence on baby boomers“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - DeloitteKey InfluenceŤ#-#13(.-

15. Creating places where people want to be……
Real estate is now consumer driven….or should be !
The connectivity of social media and the internet has empowered consumers
The digital experience and online capabilities now increasingly drive the criteria for the physical design
of buildings and developments
Multi channel retailers, banks and services are changing the functions and design of stores, branches, shopping and business centres, workplaces and offices
Commercial real estate challenges

16. Creating “Delight” - a first choice perception
4 Environment - Green metrics
4 Economic - Developer criteria
? Social- Workplace changes
Environment Economic
‘The Balancing Act’
Social

17. …cost and benefits for developers, investors and occupantsGreen building makes good business sense… World Green Building Council Report EXECUTIVE SUMMARY

18. The Business Case for Green BuildingDesign and construction costAsset valueOperating costWorkplace Productivity and HealthRisk mitigationScaling up from green buildings to green cities EXECUTIVE SUMMARY

19. Where is the consumer? DEVELOPERWhy would I wantto build this green building? TENANTWhy would I want to lease this green building? OWNERWhy would I want to own this green building? slowerdepreciationrapid returnon investmentcorporate imageand prestige valuelower operatingcostslower refurbishmentcostslower maintenancecostsincreasedproductivityhealth andwell-beingreduceddowntimelowertransactionfeescompliance withlegislation and CSR requirementsability to secure ÀQDQFH lower design andconstruction costshigher salespriceincreased marketvalueincreased occupancyratesreduced vacanciesquicker saleslower exityield7 EXECUTIVE SUMMARYEXECUTIVE SUMMARY

20. LIVING BUILDINGCHALLENGESM 3.0A Visionary Path to a Regenerative FutureLIVINGBUILDINGCHALLENGESM

21. “ Framework for design, construction and symbiotic relationship between people and the community “

22. The 20 Imperatives of the Living Building Challenge: Follow down the column associated with each Typology to see which Imperatives apply. LIVING BUILDING CHALLENGEBUILDINGSRENOVATIONSLANDSCAPE + INFRASTRUCTUREPLACE01. LIMITS TO GROWTH02. URBAN AGRICULTURE03. HABITAT EXCHANGE04. HUMAN POWERED LIVINGWATER05. NET POSITIVE WATERENERGY06. NET POSITIVE ENERGYHEALTH HAPPINESS07. CIVILIZED ENVIRONMENT08. HEALTHY INTERIOR ENVIRONMENT09. BIOPHILIC ENVIRONMENTMATERIALS10. RED LIST11. EMBODIED CARBON FOOTPRINT12. RESPONSIBLE INDUSTRY13. LIVING ECONOMY SOURCING14. NET POSITIVE WASTEEQUITY15. HUMAN SCALE + HUMANE PLACES16. UNIVERSAL ACCESS TO NATURE PLACE17. EQUITABLE INVESTMENT18. JUST ORGANIZATIONSBEAUTY19. BEAUTY + SPIRIT20. INSPIRATION + EDUCATIONImperative omitted from TypologySolutions beyond project footprint are permissibleSCALE JUMPINGSCALE JUMPINGSCALE JUMPINGSCALE JUMPINGSCALE JUMPINGSCALE JUMPINGSUMMARY MATRIXSCALE JUMPING|

23. Health and happiness
human / nature relationships
people power, walking and cycling
Equity
‘ prioritise the concept of “ citizen “ above “ consumer “ ‘
‘ human scaled to promote culture and interaction’
Beauty
‘ good design and graceful execution ‘
‘ celebrating design that uplifts the human spirit ‘
Living building challenge - ‘Consumer’ imperatives

24. Sustainablity ….. Recycling challenge
New life for existing sites and buildings
Recycling ….. ‘ Repurposing’ ….. ‘Adaptive Reuse ‘
Offices… stores …. shopping and business centres
New functions……. new needs and aspirations ….. new experiences
New values — People... Planet... Profit
Living building challenge - ‘Consumer’ imperatives

25. Sector Convergence RETAIL … BANKS … OFFICES... HOTELSWhere you want to be … Work … Rest… Play“Life is work... work is life”
OFFICES... BANKS... RETAIL...
Achieving Real Sustainablity

26. Offices come in all shapes and sizes!
- ‘Life is work, work is life’

27. Offices come in all shapes and sizes!
- Work, rest, play
#6Ť1-!'Ť.-!#/32
lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play
areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops...
homes... conservatories... airports... nightclubs... libraries... boutiques...

28. The Consumer Driven OfficeA new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz… squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers… - Want ‘value’ – flexible space, contract options, lower ‘different’ specifications

29. The Consumer Driven Office - Tea Building LondonImages courtesy of Derwent LondonThe New ‘A’ Class

30. Strategic brief
- Create environments that positively reflect and communicate
the vision, values and organisation attributes
- Motivate…. inspire….engage employees and visitors
- Attract and retain the best talent and people
- Develop a sense of place, identity, pride and loyalty
- Create a first choice Employer brand
- Meet the emotional and practical needs and expectations of
the users….
Workplace Environment Design -
a key factor in brand culture development

31. Operational brief
Develop concepts that are practical, flexible and adaptable for
different space and activity functions
- Easy applications, minimal disturbance, ability to meet different budgets, durability, life expectancy criteria and scopes of work.
- Optimum impact, maximum value
- Certified?...
Workplace Environment Design -
a key factor in brand culture development

32. Group M - Differentiated “Worlds” • Group M • MEC• Maxus• Mindshare • Mediacom5 levels... 9,500 sq metres“Legenda Tsvetnogo” Business Centre, Moscow

33. Group M - KHHGTGPVKCVGF/QUEQYCIGPE[YQTMRNCEGU

34. Before AfterGroup M - Before and after...

36. 15 280015 2800 4.1G4.2G4.3G4.4G4.45G4.45G4.3G4.5G4.6G4.7G4.8G4.9G4.10G4.1G4.1G4.11G4.12G4.13G4.15G4.27G4.27G4.33G4.34G4.20G4.24G4.25G4.26G4.26G4.29G4.30G4.31G4.32G4.35G4.37G4.38G4.39G4.41G4.42G4.43G4.44G4.40G4.36G4.28G4.21G4.21G4.22G4.23G4.21G4.16G4.16G4.17G4.19G4.19G4.18G4.14G

37. Ť · Branded oce workplaces · To engage... to motivate... · 750 oces in 87 countries · Strategic global graphics concept to reflect values and attributes: open, dependable, connected · A unified look and feel adapted to suit market and cultural mindsets · For head and general oces, data centres, call centresNew values – new environment
HSBC - New values - new environment

38. Ť
HSBC - New values - new environment

39. #6Ť1-!'Ť.-!#/32 lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

40. ĖŤInteractive media wall and work benches ĖŤTouchscreen planning table ĖŤDigital swipe service browser ĖŤAssisted service at “360 Station ĖŤLive video conferencing with a remote specialistCitiBank smart banking concept
4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#

41. 4+3(Ť'--#+Ť -3#%13(.-ŤĬŤ'#Ť//+#Ť7/#1(#-!#ŤĖŤSophisticated augmented reality app ĖŤWhite walls, exposed ceiling, hard surfaces ĖŤHigh tech toys in a spartan environment? FNB - South Africa

43. ($#238+#Ť-*2ŤĬŤ(%(3+Ť!*+2'ĖŤBright, fresh colours ĖŤEmphasis on relationships and face to face conversationsPeoples Choice, Australia

44. Ġ1##-ġŤ-*2 “A green house concept, a place where plants grow and are nurtured.” Skandia Bank, Sweden

45. Moskommertsbank - Business bank transformation

46. Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com
Centres... Cities
Creating places where people want to be
live... work... rest... play

47. Shopping centres are destination brands
The Challenge:
To achieve a synergy of branding and marketing
Positive Differentation... Delivering the Promise... Optimising Resources
Brand Equity = Image and Reputation = Capital Value
Your brand is an asset... that needs to nurtured and managed

48. 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

49. “Exceptional place brand experience”

50. Before we started... A vision to turn a sterile site into a first choice place to be...

51. The vision realised...

52. Rivermall Moscow
1 -

53. : VI 2015Shopping Entertainment Center Opening: Q4 2015 Centre -
76ТРЦ «Ривер Молл» имеет и транспортную доступность расположение сделает его шоппинга и проведения досуга многих других транспортных как: улица Велозаводская, Варшавское шоссе и прочие. ТРЦ «Ривер Молл» находится станциями метро: Автозаводская совместный дневной поток более 130 тыс. человек. От будут курсировать автобусы Непосредственно перед размещаются две остановки транспорта, где останавливаются автобусов и 4 маршрута троллейбусов. Параллельно с реконструкцией территории ЗИЛа намечен станции метро Технопарк а также планируется строительство пересадочного узла Московской железной дороги. Оба объекта пешеходной доступности Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibilityКарта метроUnderground map

54. Rivermall Moscow -
Concrete fortress...

55. Rivermall Moscow -
Optimised river location potential...

56. Rivermall Moscow -
Optimised river location potential...

57. Rivermall Moscow -
Creating worlds... where people want to be!
12А также более 250 магазинов и бутиков ведущих международных и российских брендов и одна из крупнейших в Москве галерея ресторанов с панорамным остеклением и уникальным видом на Москву-реку, оснащенная летними верандами. More than 250 shops and boutiques including major Russian and international brands and one of Moscow’s biggest gallery of restaurants all offering unique panoramic views of the Moscow River with modern terraces. Поэтажные планыFloor plans1560 m2Anchor Pedestrian EntryPedestrian EntryPedestrian Entry2-1002319 m2Anchor 2-3482782 m2Anchor 2-3562990 m2Anchor 2-1021435 m2Anchor 1-10010715 2(+700 2
) Hypermarket1-1042000 m2Anchor 1-1021286 m2Anchor 3-31503 m2Anchor 3-21323 m2Anchor 3-262685 m2Anchor 3-245190 m2Cinema3-233384 m2Entertainment13Якорные арендаторы: • продуктовый гипермаркет • спортивный гипермаркет • гипермаркет детских товаров • гипермаркет бытовой техники и электроники• гипермаркет товаров для дома • многозальный кинотеатр • детский развлекательный центр. Anchor tenants: • Grocery hypermarket • Sports hypermarket• Products for children hypermarket • Electronics hypermarket• Home appliance hypermarket • Multiplex • Kids entertainment centre. Паркинг, этаж -2Parking, floor -2Этаж 2Floor 2Этаж 1Floor 1Этаж 3Floor 3
FASHIONGALLERIESRESTAURANTSCAFESFOOD COURTANCHORS

58. -)1$.$*)½./-/ 4Y`[e``ijhWjZ`wXhe[WXhe[hkbfYf[ijYf-)$ )/$/40$ '$) .

59. 1
ВИДЕНИЕ
CITY BRAND / THE VISION
BRAND VISION STRATEGY 2
Freedom within security
A range of lifestyles +
work options
A vibrant community
in a beautiful place
A future proof development
Long term appeal.
Relevance + sustainability A FIRST CHOICE
LOCATION DESTINATION
“THE FUTURE NOW”
A gateway to a better life
5 KEY DEVELOPMENT PRINCIPLES
A UNIFIED VISION FOR ACTION
THE VISION
3
ЭЛЕМЕНТЫ
OPTIMISE KEY ELEMENTS
CITY BRAND / ELEMENTS
BRAND VISION STRATEGY 4
LOCATION
20 minutes from central
Moscow but a world away.
ARCHITECTURE
Fusion of contemporary,
heritage traditional values.
Memorable skyline.
LANDSCAPE
Green, fresh, natural, diverse .
Outstanding hard soft
landscaping.
WATER
Surrounded by water;
the freshest part of the
Moscow river.
Water features: fountains,
bridges, ice sculptures,
skating.
Changing character
perspectives.
Cool, fresh, calm, reflective,
inspirational/dynamic,
energetic, lively.
PLANNING
INFRASTRUCTURE
Distinct districts.
Individual character appeal
within an overall coherence.
Experience of space and quality.
ELEMENTS

60. 9
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 10
‘The future is bright’
Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlit
Natural light – day, sun, moon, stars
Light creations – light sculptures, floor lighting
Night lighting – street lamps,
Interior lighting
CITY OF LIGHT
THEMES, IMAGERY, MESSAGING
11
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 12
'The way you want to live work’
Variety, multiplicity, mix
Different environments providing alternatives, selection, preferences
Range of lifestyles and work options
Balance between work and play
DIVERSITY +
CHOICE
‘The best of both worlds’
Close to centre, yet a world away
Accessible, convenient
Urban vibrancy/rural retreat
URBAN / RURAL
DYNAMIC
THEMES, IMAGERY, MESSAGING

61. 13
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 14
‘New generation experience’
‘A new way of life’
Responsible, nurture, long term view, preserve, protect and conserve
Embracing latest sustainability and environmental values -
maximising natural light, materials and green technology
Environment, natural materials, greenery, water –
Community
Future Proofing
‘A Sure Future’ SUSTAINABILITY
‘An oasis of freedom’
‘In safe hands’
Safe, protected, watched over, cared for
Comfort, confidence, calm, seclusion, Privacy assured, no worries/carefree
Openness, freedom, liberty, unrestricted
Oasis, haven
Like minded community
SECURITY
THEMES, IMAGERY, MESSAGING
15
ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
DESCRIPTIVE SENTENCE FITS IN THIS SPACE
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION STRATEGY 16
‘The future now’
‘Enter into a new world’
Realisation of the dream,
Idyllic, ultimate, best
Opportunity beckons
DREAM
GATEWAY
‘A vibrant community’
Pulse, buzz
Spirituality, shared beliefs and values
Community hub/amenities, traditional core, central focus
HEART
THEMES, IMAGERY, MESSAGING

62. 17СТРАТЕГИЯ БРЕНДАCITY BRANDThe brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new challenges and criteria. The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated approach that reflects the variety and complexity of the city concept. It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of application and usage in keeping with the diversity of communication requirements. DEVELOPER BRANDThe Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength, integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant business audiences and stakeholders. CITY DEVELOPER BRANDS / STRATEGYBRAND VISION STRATEGY18CITY BRANDNEW DEVELOPER BRANDOLD CITY BRAND/ OLD DEVELOPER BRANDBRAND STRATEGY21CITY BRAND STRATEGYBRAND VISION STRATEGY2219BRAND STRATEGY20DEVELOPER BRANDCITY BRANDCITY DEVELOPER BRANDS / THE MARKS

63. eE8R@HI?BS=?D?
(
‚
‚(
‚)
ƒ
ƒ
ƒ
ƒ
‚‚
‚
ƒ
ƒ
ƒ
ƒ
‚+
‚+
‚
ZEGE:7J:JP;9E
(
‚
‚
(
‚)
ƒ
ƒ
ƒ
ƒ
‚‚
‚
ƒ
ƒ
ƒ
ƒ
‚+
‚+
‚
i8E7E:68R7EG6
(
‚
‚(
‚)
ƒ
ƒ
ƒ
ƒ
‚‚
‚
ƒ
ƒ
ƒ
ƒ
‚+
‚+
‚
53
МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ
CITY BRAND / MARKETING MATERIALS
BRAND IDENTITY GUIDELINES 54
Marketing materials will be produced to a high
specification to reflect the premium offer and
maximise the creative opportunities that all of the
different brand elements provide. There will be both
consistency in look, feel and quality, along with
versatility in interpretation and application of
the brand.
Some typical examples of marketing materials such
as a special presentation pack, brochure, invitation,
magazine/newsletter, billboard and DVD are shown
on the following pages.
Inner page examples
MARKETING MATERIALS
RESIDENTIAL SALES BOOK
efYsaZfhf[‚
efYWw^`_et
59
ПРИМЕНЕНИЕ БРЕНДА
DESCRIPTIVE SENTENCE FITS IN THIS SPACE
CITY BRAND / MARKETING APPLICATIONS
BRAND IDENTITY GUIDELINES 60
Seasonal publication
Promotional billboards Promotional DVD
MARKETING APPLICATIONS

64. 0) -*)./-0/$*)
‚›
‚
1 '*+( )/2$/#
4*0-!0/0- $)($)
69
ПРИМЕРЫ ПРИМЕНЕНИЯ
DEVELOPER BRAND / APPLICATION EXAMPLES
BRAND IDENTITY GUIDELINES 70
Sustainability literature
Workwear
Construction hoarding
Billboard
APPLICATION EXAMPLES
CITY ICON BRANDS
71
СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА
CITY ICONS / BRAND EXAMPLE
BRAND IDENTITY GUIDELINES 72
Within the umbrella concept of the City Brand are destination features that have icon branding status.
These can be used to put the development on the map, reinforce a sense of place and give a unique
personality to all aspects of the city in a coherent and integrated way.
The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.
It is a distinctive and memorable mark that has
potential for a wide variety of different uses
and applications

65. Commercial design without a clear sustainable strategy is doomed to failure ….
Green Building design without an effective commercial strategy is likely to be unsustainable …
The challenge ... engaging the hearts and minds of your customers, stakeholders, staff and community to achieve real Sustainability!
Creating Places where people want to be

66. Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com