4. DESTINATION
BRAND
‘A place
where people
want to be’
...destinations where
people meet, eat, relax,
indulge, work, rest and
play... and shop...
A community venue
to promote wellbeing
and lifestyle activities...
SHOPPING
CENTRES
5. Definitions
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
AS A
DESTINATION
BRAND
A SHOPPING
CENTRE MUST
6. Centre Brand Challenge
A SHOPPING CENTRE BRAND HAS TO BE THE LONG TERM WOW FACTOR…
Image and Reputation
create a first choice perception
for target users and audiences
Known for attributes…?
Challenge – sustainability…
maintaining a WOW - visit after visit...
7. CREATING A
WOW FACTOR
FOR CENTRE
TARGET AUDIENCES
Shoppers/
Visitors
Tenants/
Investors/
Owners
The Community
Stakeholders/
Politicians
Interest
Groups/
The Media
Staff, Partners/
Suppliers
10. A long term
WOW factor
requires an
exceptional
consistent
Brand
Experience
Make every
brand touch
point special….
memorable….
engaging…
relevant...
11. The Challenge
‘Building a great experience
is everyone’s responsibility
and nobody’s job’
And remember
‘A brand is the sum of all
conversations happening
around the brand’
16. A VISION TO TURN A STERILE SITE
INTO A FIRST CHOICE PLACE TO BE...
Before we started...
17. A VISION TO TURN A STERILE SITE
INTO A FIRST CHOICE PLACE TO BE...
And after...
18. A NAME AND BRAND IDENTITY TO INSPIRE AND ENGAGE
Creating a logo concept
19. A NAME AND BRAND IDENTITY TO INSPIRE AND ENGAGE
The final logo and message: “Always different, Always yours”
20. CREATING A COMMUNITY DESTINATION HUB
Kaleidoscope, December 2008 5
Вход в метро
Центральный тотем
Рекламный тотем
Пространство для проведения
мероприятий
Обзор местности
Site Overview
21. CREATING EFFECTIVE ZONING
bus stops
stage
seating
raised viewing
levels
tenant totem
tenant totem
retail units
metro
SCG LONDON
8 Plato Place
72-74 St Dionis Road
London SW6 4TU
t +44 (0) 20 7371 7522
www.scglondon.com
SITE LAYOUT PLAN
Client: Status: INFORMATION
Drawn by: Authorised by: Project No:
Drawing:
Contract:
For information only
Dimensions to be verified on site
All measurements are in millimeters
Notes:-
Specification:-This drawing is the copyright of SCG London.
Figured dimensions to be taken in preference to those scaled. All
dimensions to be checked on site before any work proceeds. The
contractor is to provide full size setting out drawings based on the
information contained in this drawing for the designers approval
prior to commencing manufacture. The drawing is issued on the
condition that it is not reproduced, retained or disclosed to any
unauthourised person either wholly or in part without the consent in
writing of
Drawing No:Date: Revision Comment Date Auth.Revision Comment Date Auth.Issue:Scale: Print size: A3
NOTE: DRAWING PROVIDED
FOR INFORMATION ONLY
A3=1:500
AND
KALEIDESCOPE
RRHRRH
17-02-09 548 A0-01
548
A5-03
01
A5-05
01
A5-02
01
A5-02
01
A5-01
01
INFO
EntranceTo the shops
EntrancePay Station
Please Pay Here.
Car ParkTarif:
upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parking
at Pay Stations before
exiting the Centre
Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Plan and Entrance Principles
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
C
ZONE
C
ZONE
C
Длинная Секция
Long Section
Kaleidoscope, December 2008 17
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A Plan Legend - Car Park Level 2 A
Kaleidoscope, December 2008 12
24. DIGITAL TOTEM - A LOCAL LANDMARK
Туалеты
Банкомат
Информация
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LEVEL 1
TENANT NAME TENANT NAME
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TENANT N
TOILETS
ESCALATOR
ELEVATOR
28. MEMORABLE CHARACTERS
Kaleidoscope project overview 69
Kaleidoscope characters - Skopi family
The family
S
Боулинг клуб
Bowling club
Мишкин клуб катания на коньках
ЛедоваяАрена
СТАРТ
представляет:
Игра
Добро пожаловать в боулинг
Bowling club
Мишкин клуб катания на коньках
Добро пожаловать на каток
Привет! Хочешь со мной покататься?
Записывайся в детский клуб катания
на коньках «Калейдоскоп».Прокат коньков – Цены
Son Father Mother