Director: Clive Woodger SCG London Page 26

1. Reconception
Intelligent Asset Management
April 2012

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. 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. 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. 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. 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 Woodger
SCG London Page 6

7. SCG London – Strategic, Branding & Design
Мы ‐
SCG London Page 7

8. Our Centre Clients Include…
Our Clients Include...
SCG London Page 8

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’
Wiktionary
SCG London Page 9

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. 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. 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 development
SCG London Page 12

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. 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. 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. 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. 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,
environments
SCG London Page 17

18. Smolenskiy Passage - Dull, Cluttered and Confused
The ‘Before’
June 2009
SCG London Page 18

19. Smolenskiy Passage - Build on the name
SCG London Page 19

20. Smolenskiy Passage - Brand Message
SCG London Page 20

21. Smolenskiy Passage - A renewed landmark
SCG London Page 21

22. Smolenskiy Passage - Media touchpoints
SCG London Page 22

23. Smolenskiy Passage - First Impressions
SCG London Page 23

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
0.000
SCG London Page 24

25. Smolenskiy Passage - Entrance Piazza
ПИАЦЦА ‘a vibrant city space –
always something happening’
SCG London Page 25

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 doors
SCG London Page 26

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. Smolenskiy Passage - Fashion Destination
ФЭШН СТУДИО
Fashion Studio
‘Moscow’s premier designer collection’
SCG London Page 28

29. Smolenskiy Passage - The Mezzanine
МЕЗОНИН
‘‘the fashionable
place to take a break’
SCG London Page 29

30. Smolenskiy Passage - The Terrace
ТЕРРАСА
‘a special place to eat,
drink and socialise’
SCG London Page 30

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 16
SCG London Page 31

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 provided
SCG London Page 32

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 16
SCG London Page 33

34. Festival - The Challenge - Concept Reconception!
2005
Challenge - creating a mass
market city centre ‘for the family’ -
differentiating from 70 other
centres in Moscow …!
Transforming a mediocre building
development in progress to an
international standard retail venue.
Strategy - creating an inspiring
Vision and Ethos - name …
imagery … personality … venue ...
experience …
SCG London Page 34

35. Festival - The Proposition
Vision & Values
Celebration
Excitement
Choice
Freedom
Fun
Freshness
SCG London Page 35

36. Festival, Moscow
Festival - Inspiring Name
The Identity
SCG London Page 36

37. Transforming the architecture &
Festival - Transforming the architecture & environment
environment
SCG London Page 37

38. Day and night
Festival - Day And Night Impact impact
SCG London Page 38

39. Festival Refreshment 2012
Seasonal Freshness
SCG London Page 39

40. Festival - Seasonal Freshness
SCG London Page 40

41. Festival - Service Impact
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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 B
SCG London Page 42

43. Festival - Stylish Comfort
SCG London Page 43

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 A
SCG London Page 44

45. Festival - New Food Experiences
SCG London Page 45

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 КИНОТЕАТР
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47. Festival - Graphic Fun
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48. Festival - In-House Fun
SCG London Page 48