2. Agenda
Real estate branding current and future challenges
Definitions... Challenges... Touchpoints
New centre development
Kaleidoscope
Galactica Park
Reconception challenge
Smolensky Passage
Centre audit - Identifying the issues
Page 2
3. Who we are
International strategic branding
and design consultancy
We work in the retail, financial,
Retail:
real deliver a total corporate sectors
We estate and
customer experience
From new start-ups to existing
chains, niche speciality to large
format stores, our work
positively impacts on retail
performance and profitability.
Page 3
4. What we do - Real estate
49
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5. Shopping Centres... Place brands
Destinations where people meet, eat, relax, indulge,
work, rest and play... and shop...
A community venue to promote wellbeing and
lifestyle activities
A place where people want to be!
Page 5
6. Definitions
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’
Page 6
7. Centre Brand Challenge
A shopping centre brand has to have 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 Factor - visit after visit...
Page 7
8. Creating a WOW factor for centre target audiences
Tenants
Shoppers
Investors
Visitors
Owners
Staff, Partners
Suppliers
Interest
Stakeholders
Groups
Politicians
The Media
The Community
Page 8
10. A long term WOW factor requires
an exceptional, consistent, brand
and experience
Make every brand touch point
special…. memorable….
engaging… relevant...
Page 10
11. Brand Touchpoints
Awareness... Promise
Customer Visit... Journey
Afterglow... Satisfaction
word of mouth
sms
advertising
direct marketing
website
social media
promotional publicity
posters
street signs
customer journey
anticipation
moments of truth
layout
environment
products
staff
facilities
exit experience
collateral
bags
cards
leaflets
assurance
memories reminders
triggers
after service
Brand Synergy
Rebranding:
Page 11
Rethinking opportunities...Reinventing experiences
16. Lessons from the UK
Current Skill- Gap Intelligence
Current Skill Gap Market - Market
Intelligence
Market was developer led - developers provided
retailers incentives to be in centres
Market now consumer led - omnichannel means
retailers need less shops / less centres
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’
Page 16
SCG London Page 22
21. Creating a logo concept.
A name and brand identity to inspire
Page 21
22. The final logo and message “Always Different, Always Yours”
Page 22
23. Creating a community destination hub
Обзор местности
Site Overview
Центральный тотем
Рекламный тотем
Пространство для проведения
мероприятий
Вход в метро
Kaleidoscope, December 2008 5
Page 23
28. Memorable characters
Мишкин клуб катания на коньках
Ледовая Арена
Bowling club
S
Боулинг клуб
представляет:
Игра
СТАРТ
Bowling club
Мишкин клуб катания на коньках
oscope project overview
Page 28
Добро пожаловать в боулинг
Добро пожаловать на каток
Билеты - Цены
Взрослый билет
(1 час) – 300 рублей
Детский билет
(1 час)- 200 рублей
Билет для членов клуба
(1 час)- 150 рублей
Прокат коньков – Цены
Взрослый билет
(1 час) – 300 рублей
Детский билет
(1 час)- 200 рублей
Билет для членов клуба
(1 час)- 150 рублей
Привет! Хочешь со мной покататься?
Записывайся в детский клуб катания
на коньках «Калейдоскоп».
Вся информация на стойке регистрации.
Прокат коньков
Боулинг клуб
32. Galactica Park - Case Study
Page 32
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Galactica Park_Brochure_April 2008.indd 49
33. Location & Public
Transportation Accessibility
Sheremetyevo
SITE LOCATION:
•
Varshavskoye Shosse 170G, Moscow
•
Southern Administrative District
of Moscow
•
Serviced by 2 metro lines (1
in operation - Annino, 1 under
construction) – 20-30 minutes
for central Moscow
•
On the intersection of MKAD
and Varshavskoye Shosse
•
20 minutes from Domodedovo
Airport, 30 minutes from
Vnukovo Airport, 80 minutes from
Sheremetyevo Airport
•
Regular city and intercity bus service.
Vnukovo
Domodedovo
Page 33
34. Galactica Park Building
Components
Hotels
Offices
M
Winter Garden
Premium Area
Arena
Retail
Theme Park
Winter Garden
Premium Area
Theme Park
M
MKAD
Page 34
Retail
SKOE SH
Offices
Parking
V
VARSHA
Arena
OSSE
Hotels
MKAD
Service level
37. Retail
Galactica Park Shopping Center will become one of the largest shopping centers in Moscow, boasting GLA of 140 000 sqm. More than
400 stores and restaurants will offer an unparalleled choice and variety of brands and culinary delights. New brands, flagship stores
and niche concept retailers will make Galactica Park the ultimate retail destination. Galactica Park will be a perfect opportunity for the
retailers to reach across typical shopper profiles and demographics and broaden their brand appeal with innovative store environments
and creative promotion strategies.
Page 37
38. Hotels
Galactica Park will offer its guests a choice of two world-class hotels with the total capacity of 1100 rooms. It is expected that
one of the hotel towers will be a 4-star hotel with the other being occupied by a hotel with 3+ star rating. The hotels will cater
for both families, staying at Galactica Park to visit Universal Moscow theme park and live entertainment at the arena, and the
guests, visiting Moscow for business.
Event organizers and corporate clients will appreciate a comprehensive offer of flexible meeting space and banqueting
facilities, allowing to host professional and private events from 10 to 10 000 delegates.
The project has drawn significant interest from several global hotels operators, including Starwood, IHG, One&Only and others.
Page 38
39. Business Centre
The office towers at Galactica Park will accommodate over 120 000 square meters of premium office space. Flexible layout,
sophisticated and practical design, latest in communication and work environment technology will make this an attractive
choice for a variety of businesses. The office residents will benefit from direct access to two metro stations, bus interchange
and dedicated car park, ensuring that as much stress as possible has been taken out of the daily commute.
Page 39
41. Centre Reconception StrategyThe 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’
Page 41
Page 41
42. Reconceiving a centre - making it relevant
Image and profile - marketing events and activities
Venue environment - Step by step phased investment
- Communication, signage, graphics
- Decor upgrades - lighting, materials, finishes
- Remodelling, extensions
Tenants and facilities mix
- appropriate brand profiles, zoning and adjacencies
Management culture
- the best people and services
Page 42
Page 42
43. A renewed management culture? - Less landlord facilities manager
More retailer partner
Centre Management Team
Centre
Director
PA & Network
Administrator
Asst Centre
Director
Operations
Bldge. Srvs
Maintenance
Fire Officer
System &
Administration
Marketing
Environmental
C0-ordinator
Clerk of Works
Bldg. Ops
Housekeeping
Security
Retail Liaison
Commercialisation
System &
Administration
Marketing
System &
Administration
New shared visions... aspirations
Changing mindsets... “our people make the difference”
SCG London Page 16
Page 43
System &
Administration
System &
Administration
System &
Administration
44. Smolenskiy Passage Reconception
2009
2009
e - Phased upgrading of a
wn Challenge - Phased upgrading
city centre venue. Reof a space to city centre
tenant well known‘open up’
venue. Replanning tenant
mplex vertical mall
space to ‘open up’
complex vertical mall
gy - Creating a premium
nation for a two stage
Strategy - Creating a
ment programme - phased
premium destination for
tity, communications,
a two stage development
programme environmentsphased identity,
communications, environments.
SCG London Page 44
45. Smolenskiy Passage - Dull, Cluttered and Confused
The ‘Before’
June 2009
SCG London Page 45
46. Smolenskiy Passage - Build on the name
Smolenskiy Passage reflects and communicates the special history and traditions
represented in the name.
SCG London Page 46
50. 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 50
51. Smolenskiy Passage - Entrance Piazza
ПИАЦЦА
SCG London Page 51
‘A vibrant city space –
always something happening’
52. Smolenskiy Passage - New Planning
10
First floor plan option A
not to scale
Key
1 SCP banquette seating
2 Champagne bar with moveable screen
Info lectern
SPW - 5010
SPW - 5004
SPW - 5011
8
6
7
3
4
5
6
1
7 ATM
8 Parking ticket machine
9
10
5
2
Champagne bar table seating with moveable screen
Info reception
Advertising
Graphic wall treatment
10
SPW - 5001
10 Secondary promotion
11 Segis bench
12 Toilet wall graphic
13 Floor standing lamp
14 Big event / exhibition
14
3
10
SPW - 5001 Main totem directory
4
SPW - 5001
10
SPW - 5002 Freestanding - floor directory
SPW - 5003 Wall mounted - floor directory
SPW - 5004 Ceiling sign 1500x300 - directional
1
SPW - 5004
1
10
SPW - 5005 Wall/column 400x300 sign - directional
SPW - 5006 Wall / column 200x200 sign - directional
SPW - 5010 Info lectern
WC cube
SPW - 5011 Business directory
13
SPW - 5004
5
5
5
11
SPW - 5006
Note
All furniture elements (including champagne bar) to be
12
moveable to allow for special events, i.e. fashion show
SPW - 5005
door info stickers to
toilet doors
SCG London Page 52
53. Smolenskiy Passage - Activity Zones
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
+21.150
17
18
19
20
+21.450
1600
+20.400
+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
+8.000
4
3
+8.400
+8.400
+8.400
+6.300
+4.900
+4.200
+1.800
4
+4.200
+4.200
2
+4.200
0.000
1
0.000
-2.100
-2.750
-4.950
1
2
3
4
SCG London Page 53
+4.200
+2.100
Piazza
‘a vibrant city space – always something happening’
Mezzanine
‘fashionable place to take a break’
Terrace
‘a special place to eat, drink and socialise’
Fashion Studio
‘Moscow’s premier designer collection’
0.000
0.000
54. Smolenskiy Passage - Brand Touchpoints
Info Lectern SPW - 5010
Info lectern directories
1200mm
3
2
1
25
26 -28
3
2-4
29
4
Информационный стол
Пластиковый световой короб на металлической основе.
12
15
24
19 20 21 23
22
11
10 9
14
13
8
7
26
11
10
15
9
14
13
7
26
11
Level 3
7
2
5
27
4
4
20
21 22
23
25 24
10
9
7
3
2
5
19
6
8
18
17
16
4
5
20
21 22
23
25 24
Level 2
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..
1
6
1
12
27
19
6
Level 1
18
17
16
5
14-13
12
2
1
1
16 - 18
15
5
6
7
8
Basement
3
6
8
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
1100mm
30
404 EC
402 EC
C
M
Y
K
C
M
Y
K
C
M
Y
K
30
72
74
84
20
25
29
61
13
17
20
36
Цвета представлены в Pantone и CMYK
720mm
397 EC
C 14
M 2
Y 100
K 16
SCG London Page 54
55. 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
M
Y
K
0
6
14
31
Colour matched to
Pantone references shown
Or cmyk breakdowns provided
SCG London Page 55
57. Key Requirements
Increase profile & attraction for both visitors
and tenants
Create an enhanced experience for visitors
Achieve this in a high impact, cost-efficient way
Build on existing elements
- name
- architecture
- planning
Page 57
Page 57
58. A typical shopping centre audit
Brand issues
’
Current Identity is weak
Lacks confidence, impact and personality
Typography is poorly balanced - looks awkward and amateurish
The plus symbol lack any imaginative treatment - communicate
the idea of a pharmacy, not a shopping centre
Colours have potential but typography and application make them
look recessive
Addition of green is confusing
Page 58
’
60. Building Exterior Treatment & Graphic Application : Issues
’
Weakness inherent in the brand identity
means that application is weak
There is no ‘brand language i.e. signature
elements, ideas, textures etc
Currently only a ‘badge’ over the
entrance
The rest of the building is virtually bare
of branding - only retailer logos that are
stronger than the centre branding
The architecture itself does not create
any retail theatre or even interest
The building presents a 360° view - to
visitors from the front/side and to the
hotel from the back
Lack of branding make it look cold,
sterile, unfriendly, empty
Page 60
’
66. Orientation, Wayfinding & Zoning: Issues
Orientation, Wayfinding & Zoning: Issues
’
Mixture of signage styles further
Mixture of signage styles further
dilutes the brand
dilutes the brand
Retailer signage is much stronger than
Retailer signage is much stronger than
centre signage
centre signage
There is no sense of a centre brand
There is no sense of a centre brand
framework or hierarchy
framework or hierarchy
Information desk looks like an
Information desk looks like an
afterthought
afterthought
Is it in the right position?
Is it in the right position?
No sense of zoning in the centre
No sense of zoning in the centre
- even at the basic level of floor level
- even at the basic level of floor level
theming
theming
Ideally there would be a sense of
Ideally there would be a sense of
different zones to attract different
different zones to attract different
customer segments - kids, family
customer segments - kids, family
fashion etc
fashion etc
Page 66
’
68. Interior Lighting & Ambience: Issues
Interior Lighting & Ambience: Issues
Interior Lighting & Ambience: Issues
’
Sense of interior blandness
Sense of interior blandness and and
Sense of interior blandness and
emptiness
emptiness
emptiness
Interior architecture not not create
Interior architecture doesdoescreate
Interior architecture does not create
an enhanced visitor experience
an enhanced visitor experience
an enhanced visitor experience
LongLong linear lighting emphasises the
linear lighting emphasises the
Long linear lighting emphasises the
empty corridors and and open
empty long long corridors largelarge open
empty long corridors and large open
spaces
spaces
spaces
No sense variety of change mood
No sense of variety of change of of of mood
No sense ofof variety of change mood
and
andand pace
pace pace
No special atmosphere ambience
No special atmosphere or or ambience
No special atmosphere or ambience
- - everything looks the same
everything looks the same
- everything looks the same
Weakness/ inflexibility of of identity
Weakness/ inflexibility identity and
Weakness/ inflexibility of identity and and
lack ofof brand signatures means
lack brand signatures means only
lack of brand signatures means only only
option column dressing is is logo
option for column dressing is
option for for column dressing logo logo
repetition
repetition
repetition
Empty shops make the situation
Empty shops make the situation
Empty shops make the situation
Page 68
’
71. Circulation areas & Empty Store Fronts: Issues
’
Circulation areas suffer from
all the problems highlighted
earlier
Empty shopfront treatments do
not enhance the brand or add
to any special sense of place
’
Page 71
