creating the wow factor for shopping centers
DESCRIPTION
This presentation is based on the Kaleidoscope shopping centre case study (Russia)TRANSCRIPT
June 2013
CREATING THE WOW FACTORDestination Brand Challenges
CREATING THE WOW FACTOR
Some Definitions...
Definitions
WOW!
Extraordinary
RemarkableImpressive
MemorableExceptional
Sensational
Dramatic
Terrific
Awesome
Incredible
Special
Surprising
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
Definitions Create added value experiences for visitors and shoppers
Optimise tenant sales performance
Achieve highest rental yields and maximum commercial income
Enhance capital valueand ‘sellability’ potential
AS ADESTINATION BRAND
A SHOPPINGCENTRE MUST
Centre Brand ChallengeA 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...
CREATING AWOW FACTOR FOR CENTRE TARGET AUDIENCES Shoppers/ Visitors Tenants/ Investors/ Owners The Community
Stakeholders/ Politicians Interest Groups/ The Media Staff,Partners/ Suppliers
Brand Equity
Exceptional ‘Added Values’to meet diverse needs
and aspirations
People create the Buzz…
A long term WOW factor requires an exceptional consistent
Brand Experience
Make every brand touch
point special…. memorable….
engaging… relevant...
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’
Social Media Challenge
‘A brand is the sum of all conversations happening around the brand’!
WOW Factor Experience Brand Ingredients
Location
Tenants
The Brand
Target catchments… Accessibility...Visibility...
Relevant Profile…Formats…Services...Facilities...
Name…Identity…Vision… Message…Visual and oralsignatures and applications
MarketingandCommunication
Venue Design
Digital…Print...Events… Activities…Social media…Website…Advertising...
People…Services…Suppliers…Management Culture
Site...Architecture…Environments…Circulation...Zoning...Decor…Lighting…Signage…Graphics...
WOW Factor Experience Brand Ingredients
The WOW factor...Kaleidoscope Brand Experience
A VISION TO TURN A STERILE SITEINTO A FIRST CHOICE PLACE TO BE...
Before we started...
A VISION TO TURN A STERILE SITEINTO A FIRST CHOICE PLACE TO BE...
And after...
A NAME AND BRAND IDENTITY TO INSPIRE AND ENGAGE Creating a logo concept
A NAME AND BRAND IDENTITY TO INSPIRE AND ENGAGE The final logo and message: “Always different, Always yours”
CREATING A COMMUNITY DESTINATION HUB
Kaleidoscope, December 2008 5
Вход в метро
Центральный тотем
Рекламный тотем
Пространство для проведения мероприятий
Обзор местностиSite Overview
CREATING EFFECTIVE ZONING
bus stops
stage
seating
raised viewing levels
tenant totem
tenant totem
retail units
metro
SCG LONDON8 Plato Place72-74 St Dionis RoadLondon SW6 4TU
t +44 (0) 20 7371 7522www.scglondon.com
SITE LAYOUT PLAN
Client: Status: INFORMATION
Drawn by: Authorised by: Project No:
Drawing:
Contract:
For information onlyDimensions to be verified on siteAll 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 PROVIDEDFOR 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 shopsEntrancePay Station
Please Pay Here.
Car Park Tarif:upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parkingat Pay Stations beforeexiting the Centre
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Парковка Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12
ZONE
MZONE
MZONE
MZONE
MZONE
MZONE
MZONE
M
ZONE
CZONE
C
ZONE
C
Длинная Секция Long Section
Kaleidoscope, December 2008 17
EntranceTo the shopsEntrancePay Station
Please Pay Here.
Car Park Tarif:upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parkingat Pay Stations beforeexiting the Centre
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Парковка Car Park Section, Plan and Entrance Principles
Kaleidoscope, December 2008 12
DISTINCTIVE ARCHITECTURE - LOCAL LANDMARK
DISTINCTIVE ARCHITECTURE - LOCAL LANDMARK
DIGITAL TOTEM - A LOCAL LANDMARK
FURTHER DEVELOPMENT | KALEIDOSCOPE | PAGE 15
Wayfinding totem
Туалеты
БанкоматИнформация
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LEVEL 1
TENANT NAME TENANT NAME
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TENANT
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TENANT N
TENANT NAME TENANT NAME
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TENANT
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TENANT
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TENANT N
TENANT NAME TENANT NAME
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TENANT N
TOILETS
ESCALATOR
ELEVATOR
MARKETING CHANNELS SYNERGY
MARKETING CHANNELS SYNERGY
Kaleidoscope project overview 42
WebsiteHomepage
Kaleidoscope project overview 43
WebsiteContent pages
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Sign UpNewsletter GOSearch
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Opening TimesMonday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Bank Holidays 10.00am – 6.00pm
Three MusketeersRated: 12ARelease Date: 12/10/11View Trailer
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The Lion King 3D
Find out more here
What’s on Coming Soon
Catch up on our exclusive winter catwalk show and behind thescenes action from Karen Millen.
CatwalkShow
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AnonymousRated: 12ARelease Date: 28/10/11 View Trailer
Rated: TBCRelease Date: 04/11/11View Trailer
Tower Heist
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Menu Events
Cinema
Kaleidoscope Mall
Tenants
Gallery Brands
Services
Leisure and Entertainment
Photo Gallery
Videos
Write a letter
Getting Here
Contact
Leisure
Ice Skating
Bowling
Kids Club
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Sign UpNewsletter GOSearch
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Opening TimesMonday 9.30am – 8.00pm
Tuesday 9.30am – 8.00pm
Wednesday 9.30am – 8.00pm
Thursday 9.30am – 8.00pm
Friday 9.30am – 8.00pm
Saturday 9.00am – 8.00pm
Sunday 11.00am – 5.00pm
Bank Holidays 10.00am – 6.00pm
By Metro
accusamus
dignissimos
ducimus qui
blanditiis
praesentium
voluptatum
By CarAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
By Bus
X59, X91, 289, 234, 500, 345, 845At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
WalkingAt vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum occaecati cupiditate provident.Similique suntin culpa qui.
Monday - Sundaydignissimos 0.00ducimus qui blanditiis 0.00qui blanditiis 0.00qui blanditiis 0.00dignissimos 0.00ducimus qui blanditiis 0.00
Menu Map
Car Park Rates
Getting Here
Kaleidoscope Mall
Tenants
Gallery Brands
Services
Leisure and Entertainment
Photo Gallery
Videos
Write a letter
Getting Here
Contact
DISTINCTIVE ADVERTISING IMAGE
Kaleidoscope project overview 36
Environmental promotionAdvertising kiosk
Kaleidoscope project overview 56
Promotional - seasonal campaignsAutumn
осенние открытияв Калейдоскопе
Kaleidoscope project overview 53
Promotional - seasonal campaignsWinter
MEMORABLE CHARACTERS
Kaleidoscope project overview 69
Kaleidoscope characters - Skopi familyThe family
S
Боулинг клуб
Билеты - Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Добро пожаловать в боулинг
Bowling clubМишкин клуб катания на коньках
Ледовая А
рена
СТАРТ
представляет:
Игра
Боулинг клуб
Билеты - Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Добро пожаловать в боулинг
Bowling clubМишкин клуб катания на коньках
Ледовая А
рена
Добро пожаловать на катокПривет! Хочешь со мной покататься?Записывайся в детский клуб катания на коньках «Калейдоскоп».Вся информация на стойке регистрации.
Прокат коньков
Прокат коньков – Цены
Взрослый билет(1 час) – 300 рублейДетский билет(1 час)- 200 рублейБилет для членов клуба(1 час)- 150 рублей
Клубная картаМишкин клуб катания на коньках
Клубная картаМишкин клуб катания на коньках
Клубная картаМишкин клуб катания на коньках
Ледовая А
рена
Ледовая А
рена
Son Father Mother
A STUNNING LAUNCH
MEMORABLE INTERIORS
DYNAMIC EASY CIRCULATION
CONTEMPORARY DECOR, DIFFERENT MOODS AND ZONES
SIMPLE EFFECTIVE NAVIGATION
THE WOW FACTOR -“A PLACE WHERE PEOPLE WANT TO BE”
AGAIN AND AGAIN!
SCG London 8 Plato Place72-74 St Dionis RoadLondonSW6 4TU+44 (0) 20 7371 7522