destination branding

Destination Branding

Reconception Creating a difference

October 2012

The title Destination Branding ... Reconception – Creating a Difference confirms the key challenge marketers face in achieving positive differentiation, in this case for real estate destination brands whether a shopping or business centre, residential or particular location.

Some images of our work indicate our activities in the Real Estate, Retail and Financial sectors.

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SCG London – Strategic, Branding & Design

Agenda

Some Definitions

Create a Difference

- Some Thoughts

- Centre Treatments

- Culture

- Marketing / Activities

Smolenskiy Passage

Festival

Injecting Art and Culture

Agenda

The aim of the presentation is to clarify the functions of branding in relation to reconceiving and rebranding destinations. Some thoughts on how to create a difference that will meet the aims of reconception will be followed by two example case studies – Smolenskiy Passage and Festival Shopping Centres. The last section provides some examples of how art and culture can be incorporated into destinations as an integral part of their brand profile development.

Some Definitions – ReconceptionThe prefix “re” has some useful meanings as it describes the intended activity and aims, i.e. once more, afresh, anew, reactivate, etc. Conception is about forming a plan of action and the Wiktionary definition – “original reconceived in a new way” sums up neatly the point that any rebranding exercise should reflect a new way of perceiving an existing development in terms of its image and the experience of its various audiences and users.

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Some Definitions

Re….

once more… afresh…anew…re accustom…re activate…

Re+conception – ‘original reconceived in a new way’ Wiktionary

Conception

‘the forming or devising of a plan or idea’English Oxford Dictionary

Some Definitions – What is a Shopping Centre?Successful shopping venues must now provide far more than retail offers. As community destinations they should become social venues that can enhance the wellbeing and lifestyle of visitors with activities and entertainment which can provide positive experiences encouraging visits again and again.

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Some Definitions

What is Shopping Centre?

Centres are now destinations for • Socialising • Leisure • Entertainment • Wellbeing/lifestyle • Thecommunity… ... and shopping

‘Creating Experiences’

Centre Reconception StrategyThe aims of reconception are to meet to the needs and aspirations of visitors and shoppers, to facilitate and encourage maximum sales performance of the tenants and thereby achieve optimum rental yields and commercial income. Ultimately this is measured in the capital valueof the development, i.e. its potential sellability!

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Some Definitions

Centre Reconception Strategy –

The aim is to •createaddedvalueexperiencesforvisitors and shoppers•improvethesalesperformanceofthetenants•achievehighestrentalyieldsandoptimum commercial income

‘Maximum Capital Value… Sellability’

Reconceiving a Centre – Making it RelevantThe strategy for reconception should cover the marketing and promotion of the venue through coordinated media, events, activities, together with art and culture initiatives that will enhance image and reputation. The physical environments can be refreshed and revitalised through cost-effective visual improvements and treatments using graphics and signage. This can be combined with decor upgrades, lighting and finishes, fixtures, furniture, landscaping (external/internal, planting, water and hard landscaping features for example), and visual merchandising. Improved short and longer term tenant mix profiles and formats, zoning and adjacencies need to be identified and a strategy established for attracting targeted new tenants, improving existing and replacing unsatisfactory offers. The culture and performance of the existing development management, staff, partners, services and suppliers need to be addressed to ensure they represent the best.

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Reconceiving a centre - Making it relevant

• Image and Profile – marketing, events and activities

– culture and art

• 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?’

Some Definitions – MarketingThe definitions of Marketing revolve round the key essential of really understanding the needs and aspirations of target customers, i.e. identifying, anticipating and satisfying their expectations but achieving this in a profitable manner. Each of these criteria represents increasingly difficult challenges in a competitive marketplace.

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Some Definitions

Marketing

‘promoting and selling products or services’ - Oxford Dictionary

‘... used to identify the customer, satisfy the customer and keep the customer’ - Wikipedia

‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably’

- The Chartered Institute of Marketing

Brand Differentiation – Brand Image and ExperienceTo create something different is vital in a congested market of similar offers and choices. Some criteria are listed to make a destination exceptional. These words should inspire and inform as a potential checklist for any reconception initiative. The challenge is to make it...

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Brand Differentiation - Brand Image and Experience

Make it... RareTerrificSurprisingRemarkable ExceptionalUniquePhenomenalExtraordinary

Something different...

Awesome Out of ordinaryUnbelievableSensationalDramaticIncredibleStrikingImpressive

Create a Difference – Visual MerchandisingVisual Merchandising in centres and other development venues should be an integral component of any initiative which aims to create arresting focal points and features that will enliven the visitor experience. The longevity of the installation (is it a seasonal feature, a long-term interest point or temporary branded promotion?) will determine the creative and operational criteria. The key is to achieve an enhancement to the venue’s desired positioning and profile. The giant chair in a Shanghai Shopping Centre or the Ferrero Roche Xmas sculpture feature created drama and interest and, hopefully, the ideal reaction – tell your friends!

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Create a Difference - Visual Merchandising

‘Tell your friends...’

Create a Difference – Supergraphic Impact Supergraphic technology means that just about any building or surface can be dressed to create a dramatic feature, promotion and message. Combined with light projection, the architecture and building elevations can become dramatic canvases and media to transform a development.

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Create a Difference - Supergraphic Impact

Drama... story... message...

Create a Difference – Buildings that TalkThe most dreary of developments can be dressed to create interest and drama that can meet a range of audience needs – to put a development on the map, to promote its sale, to attract visitors, to inject some theatre, character and differentiation. Buildings can become dramatic backdrops for events and promotions.

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Create a Difference - Buildings that talk

‘Dress to impress’... your target audiences

Create a Difference – Art and AdvertisingThese images of a film promotion at Westfield, White City, illustrate how the actual installation becomes an event. The process of painting the images in position created its own drama and interest.

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Create a Difference - Art and Advertising

Performing arts

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Create a Difference - ‘the building is the message’

‘Digital Dressing’

Create a Difference – the Building is the MessageEven the most nondescript of buildings can be transformed through digital screen technology. This Swiss example has carefully programmed screen content which is managed to achieve the desired visual impact and communication. There is obviously a danger of poor content management and uncontrolled advertising turning the building into a confused billboard facility. Managing and directing content and impact to enhance a destination’s brand profile and desired special character and image is essential. Unfortunately, screen technology is viewed by many as simply a revenue opportunity and this needs to be balanced with an investment criteria that leverages digital media to create stunning environments and experiences as well as message communication.

Create a Difference – Digital ArchitectureThe potential of digital treatments brings the challenge of standing out from the crowd. If everyone is shouting, no one is listening! The skill is creating distinctive digital dressing and treatments that grab attention and sustain interest.

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Create a Difference - Digital Architecture

‘Standing out from the crowd’

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Create a Difference - Cosmetic Architecture

Camouflage concept

Create a Difference – Cosmetic ArchitectureUgly buildings and environments can often be treated with imaginative screening as this example of the front of the Stratford Metro Station at Westfield. The suspended louvres installed at Smolenskiy Passage in Moscow disguise unattractive roof glazing and successfully transform the atrium space to reflect a premium shopping environment.

Create a Difference – Cosmetic ArchitectureSimple camouflage treatments can be graphic-led structures or the creation of focal points of interest, such as these pylons at the Festival Centre, Moscow.

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Create a Difference - Cosmetic Architecture

Camouflage concept

Create a Difference – Temporary Architecture ... Destination Temporary stages, arenas, pavilions and exhibition spaces can be installed to create dynamic temporary destinations. This Louis Vuitton pavilion in Hong Kong became a major feature and an ultimate brand world.

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Create a Difference - Temporary architecture... destination

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Reconception Challenge

Less landlord facilities manager... more retailer partnerCentre Management Team

PA & NetworkAdministrator

CentreDirector

Operations

Tenant Relations

Project Management

MarketingDeputy CentreDirector

The Brand Experience

‘Everyone should be involved but nobody is responsible’

Lawyers Finance & Asset Management

System &Administration

System &Administration Leasing

Reconception Challenge – Centre ManagementThe chart as illustrated shows a simplified organisation of a typical shopping centre management structure. Typically, if you ask who is responsible for the centre brand, everyone would point to the marketing department. The point, however, is that everyone on the chart is in some way responsible for the visitor experience and whether this is a positive or negative interaction. Some organisations talk about a Chief Experience Officer – someone who is responsible for ensuring every touch point with the company is appropriate and in keeping with the desired image and reputation. In reality, as the quote notes in many organisations “Everyone should be involved, but nobody is responsible”! Centre managements must see themselves in partnership with the retailers, not simply providing landlord/facilities manager services. That change in thinking as an essential starting point for everyone concerned, from owner/investor to the maintenance manager.

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Lessons from the UK - Less shopping centres but bigger / better regional / super-regional centres

Centres need to leverage their consumer insight to achieve best ‘matching’ - right place / right retailer brand / right trading model

DestinationBrand

Experience

Equity Synergy

Shopping Centre Brand

LocationArchitectureEnvironmentActivitiesManagementPeople

Retailer Brand

ProductsEnvironmentServiceOffer-ExperienceStaffMarketing Profile

Lessons from the UK The trend is now for less shopping centres but bigger better regional centres. As noted previously, centres need to achieve more effective customer insight working with the retailer tenants to understand exactly what retailer brand and format will best meet the targeted customer aspirations. Ideally the synergy of the retailer brand equity and the centre brand should create an enhanced, unique equity for both.

Lessons from the UKThe skill gap in market intelligence is still a major challenge. This is vital now as the market is consumer-led. Previously developers built centres and incentivised retailers to be in them. Retailers are now multi-channel with the internet, which means they need fewer shops and therefore be in fewer centres unless the centres meet their new criteria of bigger better stores and environments. The Tesco boss recently quoted that “apps are the new high street” which is indicative of this change in shopping habits.

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Lessons from the UKCurrent Skill Gap - Market Intelligence

Market was developer led - developers provided retailers incentives to be in centresMarket 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’

Shopping Centre New ExperiencesThese examples of new experiences, indoor climbing, segway attraction and the location of a dancing school within a mall reflect the need for different approaches and dynamics to make a destination special.

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Shopping Centre New Experiences

Indoor climbing facility located on the 5th floor of 1Utama Shopping Centre in Selengor, Malaysia

Bluewater Shopping Centre located in London, UK, offers the chance to experience the

unique Segway thrill

International Dancing School located on the first floor of Dubai Shopping Mall

located in Dubai, United Arab

Shopping Centre – New Marketing ActivitiesSelfridges using its roof for a golf course, a centre hosting a jobs fair, or creating your own local “Olympics” or photo shoots are examples of utilising facilities imaginatively and creating special events.

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Shopping Centre New Marketing Activities

Selfridges London has reopened its legendary roof, transforming the sky-high space into the mini-golf place

The annual Glasgow jobs’ fair

hosted by Silverburn Shopping

Centre

Photoshooting for the cover of the new store catalog, introducing

to the contest, Russia

Host your own ‘Olympics’,

Westfield, London

Smart Ways to Create Events – Making a StatementLeveraging social media is now an essential component of centre marketing. This simple example process of using the local radio, a centre photographer and then inviting voting via Twitter and Facebook for the best dressed visitor triggers maximum interest and involvement, and people to become the media. Following up with press pictures, advertising the winners and announcing on the radio then optimises impact and memorability.

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Smart ways to create events - ‘Make a statement’

Radio station event announces

Photographer shoot in Shopping Centre

Winners / prize announces

Press advertising with the participants

/winners

Voting for most stylish pictureSharing via Twitter / Facebook

Individuals sharing posts asking for voting 100 friends... 1000 likes to picture... ... followers to Shopping Centre page

People become the media!

Creating Fans and Friends... and FoesThis comparison of a UK centre, Bluewater fans, and Russian centres is indicative of the increasing use of social media. The danger is that fans can also become foes if you are not delivering the promise and viral black PR will undo a reputation within hours, unless addressed directly.

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Creating fans and friends!.. and foes

Smolenskiy Passage

Smolenskiy Passage, MoscowThis well-known centre in Moscow had become run down, cluttered and out-of-date. The new owner required us to upgrade the image and centre environment to recapture its original premium position to appeal to latest aspirational Russian customers. The development also incorporates an office centre and is a listed building. The starting point was to re-establish the centre, building on its name and the historic associations of Smolenskiy and Passage. This inspired the brand message “New Traditions” which provides a robust guideline for the marketing strategy, events, activities and media. We directed the replanning and refurbishment of the centre creating distinct zoned spaces, treatments and brand touch points in keeping with the desired premium positioning.

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Smolenskiy Passage - Reconception

2009 - Challenge

Phased upgrading of a well-known city centre venue. Replanning tenant space to ‘open up’ complex vertical mall.

2009

2012

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Smolenskiy Passage - A renewed landmark

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Smolenskiy Passage - Build on the name

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Smolenskiy Passage - Brand Message

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Smolenskiy Passage - New Planning

First floor plan option Anot to scale

Key

1 SCP banquette seating

2 Champagne bar with moveable screen

3 Champagne bar table seating with moveable screen

4 Info reception

5 Advertising

6 Graphic wall treatment

7 ATM

8 Parking ticket machine

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10 Secondary promotion

11 Segis bench

12 Toilet wall graphic

13 Floor standing lamp

14 Big event / exhibition

SPW - 5001 Main totem directory

SPW - 5002 Freestanding - floor directory

SPW - 5003 Wall mounted - floor directory

SPW - 5004 Ceiling sign 1500x300 - directional

SPW - 5005 Wall/column 400x300 sign - directional

SPW - 5006 Wall / column 200x200 sign - directional

SPW - 5010 Info lectern

SPW - 5011 Business directory

Note

All furniture elements (including champagne bar) to be

moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

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Smolenskiy Passage - Activity Zones

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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’

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Smolenskiy Passage - Media touchpoints

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Smolenskiy Passage - Brand Touchpoints

Информационный столПластиковый световой короб на металлической основе.

Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.

Внутренняя подсветка белым светом (светодиоды).

Карманы для брошюр

Цвета представлены в Pantone и CMYK

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

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C 14M 2Y 100K 16

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Магазины и рестораныРасположение и информация

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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..

Info Lectern SPW - 5010

Festival Shopping Centre

Festival, MoscowIn 2005 our client asked us to address the potential name, branding and treatment of a new centre underconstruction in Moscow. The mediocre anonymous building was transformed by applying distinctive treatments externally and internally based on a strong brand name and concept we developed for the targeted mass market audience. It became an award-winning centre maintaining the highest yields. Last year it was decided to further strengthen and update the centre with focused treatments to the mall areas and food court, together with revitalised marketing and communication media. These reflect latest techniques to suit the developing aspirations of target shoppers and visitors.

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Festival - Concept Reconception

2005 - Challenge

Creating a mass market city center ‘for the family’. - differentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.

2011-2012

Refreshing existing brand concept up-to-date.

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Festival - Inspiring Name Festival, Moscow

The Identity

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Festival - Day And Night Impact Day and night impact

Festival, Moscow

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Festival Refreshment 2012 Seasonal Freshness

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Festival - Graphic Impact

ProductsStores

Home Offers News Tickets Games Contact

Spring

Seasonaltheme

Spring at festival

+read more

Home Offers News Tickets ContactStore Search

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Festival - Service Impact / Stylish Comfort

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Festival - New Food Experiences

Creating a Difference

Injecting Art and CultureAs a brand strategy and marketing component

Positive Community Destination Differentiation FutureCity

Create a Difference – Art and CultureThis last section illustrates how art and culture can become a key differentiation factor in the creation and promotion of successful destination brands. Future City (www.futurecity.co.uk) is a specialist consultancy and network partner of SCG London. These images demonstrate some of their work in integrating art, culture and events in public and developer projects. They create competitions, introduce artists and designers and identify opportunities to make a venue or location special. Some examples of their work reflect how art and culture can uniquely enhance and enliven real estate development to make it special and memorable... and create the worthwhile difference that every destination brand should aim to achieve – the basic message of this presentation.

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Heathrow Terminal 2

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Crossrail - Public Art Programme

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Soft Landscaping

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Hard Landscaping

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Street Furniture

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Digital Experiences

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