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Shopping Centres
Clive Woodger April 2014
Strategy... Marketing... Concepts
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Agenda
Audiences... Changing customer mindsets Marketing Communications... Strategic challenges
Centre Differentiation... Naming and image Oz... Festival
Brand Inspiration... Galactica Park
Reconception Challenge... Smolenskiy Passage
New Concept Development... Kaleidoscope
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Who we are...
and design consultancy
real estate and corporate sectors
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What we do...
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Who we work for...
Example 1: The latin logotype in horizontal format reversed white-out of background colour
Example 2: The latin logotype in horizontal format within the exclusion area (freespace)
Yeni GLOBEX BANK logosu
Eski GLOBEX BANK logosu
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Shopping centres are destination brands
The Challenge:
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Shopping Centres... Place brands
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
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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’
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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...
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A long term WOW factor requires an exceptional, consistent, brand and experience
Make every brand touch point special…. memorable…. engaging… relevant...
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word of mouthsms
advertisingdirect marketing
website social media
promotional publicity posters
street signs
customer journeyanticipation
moments of truthlayout
environmentproducts
stafffacilities
exit experience
collateralbagscards
leafletsassurance
memories reminderstriggers
after service
Brand Touchpoints
Rethinking opportunities...Reinventing experiencesRebranding:
Brand Synergy
Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction
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‘Building a great experience is everyone’s responsibility and nobody’s job’
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And remember...
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Social Media Challenge
“A brand is the sum of all conversations happening around the brand”
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Delivering the promise - Centre management challenge
Page 43SCG London Page 16
A renewed management culture? - Less landlord facilities manager More retailer partner
Centre Management TeamPA & NetworkAdministrator
CentreDirector
Fire O!cer
EnvironmentalC0-ordinator Retail LiaisonClerk of Works
Bldg. Ops Commercialisation
Marketing
System &Administration
System &Administration
System &Administration
System &Administration
System &Administration
System &Administration
SecurityHousekeepingMaintenance
MarketingAsst CentreDirector
OperationsBldge. Srvs
New shared visions... aspirations Changing mindsets... “our people make the di"erence”
Creating the brand experience
“our people make the di!erence”
Shared visions... aspirations
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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 o!er- consumers want unique experiences not just shopping - more leisure, entertainment, culture
Centres must embrace internet activities - be integrated virtual and physical o!er
‘app’s are the new high street’
Current Skill Gap - Market Intelligence
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Marketingand Communication
Venue Design
Digital…Print...Events… Activities…Social media…Website…Advertising...
People…Services…Suppliers…
Management Culture
Site...Architecture…Evironments…Circulation...Zoning...Decor…Lighting…Signage…Graphics...
WOW Factor Experience Brand Ingredients
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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
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Audiences Changing Customer Mindsets
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Creating a WOW factor for centre target audiences
Shoppers Visitors
Tenants Investors Owners
The Community
Stakeholders Politicians
Interest Groups The Media
Staff, Partners Suppliers
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Brand Equity
Exceptional ‘Added Values’to meet diverse needs
and aspirations
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The changing consumer
Staying Relevant!
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Di!erent customer generations... ...changing perceptions & priorities
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Key influence generation
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Appealing to the Millennials’ mindset
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Targeting Millennials’ mindset
Time for tech lovers to switch o! and reconnect!Durex #TurnO!ToTurnOn
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Marketing Communications Strategic Challenges
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
‘Traditional’ marketing
MESSAGES AWARENESS INTEREST ACTIONDESIRE
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Problems:Expensive
‘Traditional’ media - ‘push’ marketing
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Media:fully responsive websites... search engine optimisation... blogs... social networking... forums... photo sharing... video campaigns... social bookmarks... banner ads... pay-per-click advertising... email marketing...
‘New’ media - Interactive marketing
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Photosharing
Social NetworkingVideo Campaigns
Forums
Blogging
Social Bookmarks
informed decisions
Consumers exerting positive
Website
“A brand is the sum of all conversations happening around the brand “
Customer & Market Insight
Advocacy
Viral Leverage
Conversation & Community
Create Awareness
Leverage Feedback
Develop Loyalty
Achieve a ‘virtuous circle’Talking... Engaging... Responding ‘New’ media...
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‘New’ media - interactive marketingProblems:
Much more demanding on internal resources
Content input and customer responseInternally driven not just externally sourced
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Focused MessagesCentreBrand
Photosharing
Social networking Video campaigns
Forums
Blogging Social bookmarks
Online MediaTraditional Media
Push & Pull
‘New’ media - interactive marketing
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Paid Media Owned MediaBrand Content
Social MediaShared content
Earned Media
Converging media
Brand & Message Synergy
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Daring & taking the initiative
the 2 centres capitalised on the upheaval coverage dominating the media.
Presented in a festival
performers from all over the
the centres.
PR... event marketing with a di!erenceMarmara Forum/Forum Istanbul, Turkey
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Targeted, Branded, Profitable
Ladies’ Night’ Evening
homepage
Total Budget: £26,000 (ROI 9:1)
St Davids, Cardi!, WalesSuccessful tactical campaign
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Building AuthorityWestfield, LondonStrategic marketing
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Keeping the brand fresh
Esentai Mall, Almaty, KazakhstanStrategic brand positioning
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Creatively overcoming restrictionsChallenges:
and restricted
engagement such as street style promotional campaigns
New Luxury Mall in Saudi ArabiaStrategic brand positioning
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Creatively overcoming restrictions
Pushing the limits Playing it safe
Saudi Arabia Challenges Strategic brand positioning
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Blog as brand driverNew Luxury Mall in Saudi ArabiaStrategic brand positioning
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Centre Differentiation Naming and Image Oz... Festival
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Oz Shopping & Entertainment Centre Krasnodar, Russia
hectares of land
architectural concept
of combined retail and leisure centres across Russia.
Leisure concessions include multiplex
and games zone.
Our role: Creation of name and brand identity to
staff and investors. Integration of brand into exterior architecture
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July 2006 © SCG LONDON
“the brand thatmakes people smile”
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July 2006 © SCG LONDON
“The brand that makes people smile”
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July 2006 © SCG LONDON
Name checklist criteria
Pro!le/MindsetsLanguage
CultureMeaning
IdeologyBrand values
AttributesImagery
Audience
Rational Emotional
Name
PresentationTypography
StyleForm
ABC ABC
ApplicationsVerbalScreenPrint
Architecture“I work for…”
“I’m going to...”
BusinessObjective
RecallStandout
Impact
RelevanceCompetition
RiskAcceptability
Future Sectors
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July 2006 © SCG LONDON
Naming / Message
----
------------
!"#$%&'()"!*+!,-'."/0 12*20!+2*.2 (/3!(.-&'()"!*)0"2*+2*3-#*#+*#.32+*!42$0!'$3!'$2+*!/$! 12*20!52$3!$61!(#*#7/,-#*.+/4 0"2**!8"78+!(# 10*!$0*6$29$!7 -(2:!0)
ENGLISH RUSSIAN ENGLISH / RUSSIAN
.2.#0.3"20"2*#;12.3/$!7-!3/2 (+*6();2)-)7;;!-(!8!-*2,#$!0-*2.-#+3."736$7-(2:!0)'(/;!<*!,+'-2(3!'$0"2*#; ;!*7(/3!(.- '(/;!)0#*#"$7
-----------------
ENGLISH RUSSIAN ENGLISH / RUSSIAN
CATEGORY ARCHITECTURAL / STREET
avenueboulevardcampuscity viewcorsocortile, courtcourtcrossroadsdistrict downtownedge of townfountainsgalleriaimperial courtjunctionle grandmarket place
CATEGORY ARCHITECTURAL / STREET
neighbourhoodpalaceparlourpatiospiazzaplazapromenadeprospectshrine squarestreettemplethe dometowntzar's palaceviavillage
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July 2006 © SCG LONDON
Naming / Message
CATEGORY ABSTRACT
heightslionmagni!quemarblemenuminemirrorsodysseypanther paradiseplus rippletsthe futurethe journeythe swantomorrowstopazx-trazen
"#$%&#'(")*+,-.-/)0*)%0)(,1/'*2%"*34(0/*'*%2-$$(35*,&(0*5*0*2-45'1$036768289((58&(:($&"-('(6(274*"&*&%5*4;/$&0*4(,
-------------------
ENGLISH RUSSIAN ENGLISH / RUSSIAN
CATEGORY ABSTRACT
zest!splash!jumppresto!go!avantiozarborium bestbillionblossomcollectiondiamonddynamofreshnessfusiongazelleglobalgusto
<*<2*!/*5'3!50#<%/6#$&0%!"5(0(2!"5(0(2!-*06%0-8)'8=:->)-'-*02?"(&/%''(/?-360-''-*,&2-,*)%$"(<($&7$'-&%/+*4('7+'%6*'+*$&%
4($&!$5';:!2<*)550($&%!+%8!*"*,&-!-------------
ENGLISH RUSSIAN ENGLISH / RUSSIAN
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July 2006 © SCG LONDON
Pre4x/su5x
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AIM PD : 572 : PRESENTATION 2 AUGUST 2006 © SCG LONDON
CELEBRATION
ENERGETIC
DIV
ERSE
NEW
HAPPY
HONEST
AIM PD BRAND POSITIONING OZ
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AIM PD : 572 : 3.0.1 : IDENTITY DEVELOPMENT - OZ AUGUST 2006 © SCG LONDON
AIM PD !"#$"%&' $()%&$*$+",$$ - OZ
1. 2 3. 4.
5. 6. 7. 8.
10. 11. 12. 13.
OZ:
OZ
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AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON
AIM PD !"#"$%" &'()*+,)) - )("-*).)/&!)0 B
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A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
Wall Texture Detail Brand wall options
Auxillary walkways
Inspiration
BRAND APPLICATIONS TEXTURES - DEVELOPMENT - ROUTE ONE
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A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
BRAND APPLICATIONS EXTERNAL VIEW 2
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A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
!"#$ %&%'$( &)& &*, +, -.&+/0 &)&. 1&&*23
%&$/4&+'53$(.
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BRAND APPLICATIONS BILLBOARDS
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A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
General Plan
1m
2m
3m
4m
5m
6m
7m
8m
BRAND APPLICATION - FUN, BRIGHT, ENTERTAINING - “A PLACE TO MAKE YOU SMILE”
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Festival Shopping Mall Moscow, Russia
Estate Awards
Our role: Brand name, strategy and positioning, identity and communications, signage, centre design (interior/ exterior), website, marketing. Centre refurbishment and new food court.
SCG London Page 43
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
Festival, Moscow 2005
Creating Memorable Signatures
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SCG London Page 37
Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center ‘for the family’. - di!erentiating from 70 other centres in Moscow. Transforming a mediocre building development in progress to an international standart retail venue.
2012 2011-2012
Refreshing existing brand concept up-to-date.
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SCG London Page 38
Festival - Inspiring Name
Festival, Moscow
The Identity
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Festival
Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
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Festival
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centreReal Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
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Marketing
Festival, Moscow 2005
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SCG London Page 39
Festival - Day And Night Impact Day and night impact
Festival, Moscow
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SCG London Page 40
Festival Refreshment 2012 Seasonal Freshness
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SCG London Page 41
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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SCG London Page 42
Festival - Service Impact / Stylish Comfort
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SCG London Page 43
Festival - New Food Experiences
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Brand InspirationGalactica Park
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Galactica Park Major Mixed Use Complex Moscow, Russia
of land
park in the world
with AEG
Our role: Strategic long-term partner to client. Brand strategy and architectural brief working with international architects. Creation of name, branding,environmental design and communication.
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Brand InspirationDecember 2012
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Named Arena? Hotel Chains?
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“Out of this World”
“experience of a lifetime”“never imagined anything like this”
extraordinary
incredibleamazing
superbCHɑDQDMS
excitingbeyond known limits
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The big skyBright...Light...OpenNew perspectives
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Digital ConnectivityHi TechState of the artLatest thinking
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Colour...EnergyFun...Fresh...StimulatingExcitementAnimation...Movement...Change
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Hayden Planetarium, New York
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Leadenhall, London
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Reconception ChallengeSmolenskiy Passage
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Page 41
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’Page 41
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Page 42Page 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
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SCG London Page 44
Smolenskiy Passage, Moscow
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
Smolenskiy Passage Reconception
2009
Challenge - Phased upgrading of a well known city centre venue. Replanning tenant space to ‘open up’complex vertical mall
Strategy - Creating a premium destination for a two stage development programme - phased identity, communications, environments.
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SCG London Page 45
The ‘Before’
June 2009
Smolenskiy Passage - Dull, Cluttered and Confused
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SCG London Page 46
Smolenskiy Passage - Build on the name Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.
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SCG London Page 47
Smolenskiy Passage - Brand Message
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SCG London Page 48
Smolenskiy Passage - Media touchpoints
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SCG London Page 49
Smolenskiy Passage - First Impressions
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SCG London Page 51
Smolenskiy Passage - Entrance Piazza
‘A vibrant city space – always something happening’
!"#$$#
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SCG London Page 52
Smolenskiy Passage - New Planning
First !oor 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
9
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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SCG London Page 53
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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SCG London Page 54
Smolenskiy Passage - Brand Touchpoints
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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
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SCG London Page 55
Smolenskiy Passage - “New Architecture”
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PhotographicExhibitions
Fashion related photographic exhibitions
Selfridges Exactitude Exhibition
Celebrity related photographic exhibition.May also be linked to book signing event
Smolenskiy Passage_January 2010 : Page 31
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 31
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Major Installations
Smolenskiy Passage_January 2010 : Page 32
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 32
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PiazzaSculpture Exhibitions
Variety of themes, materialsand styles from classics tonew sculptural innovation
Smolenskiy Passage_January 2010 : Page 33
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 33
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Themed Exhibitionseg Art Deco
Could cover Fashion,Architecture, Furniture,Lighting, Design etc
Eg antique mirrors, vases and chandeliersSome items may also be for sale.
Smolenskiy Passage_January 2010 : Page 36
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 36
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Light SculptureExhibitions
Special ‘Son et Lumière’ exhibition displays,could be focused around water features
Smolenskiy Passage_January 2010 : Page 38
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 38
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Dance Events Di!erent types of dance events - mainly Piazza and Terrace
Piazza Fashion Show Events
Smolenskiy Passage_January 2010 : Page 41
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 41
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Car Launches
Smolenskiy Passage_January 2010 : Page 43
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 43
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New Concept DevelopmentKaleidoscope
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creating a Æ`ab�QV]WQS brand destination
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Before we startedThe anonymous suburban site in the Northwest of Moscow consisted of open common land and a run-down entertainment centre. The whole area needed regenerating and re-invigorating
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Creating a logo conceptThe requirement was to create an exciting new destination brand that encapsulated all the elements the centre would bring - fashion, fun, food, events...all in one place
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Kaleidoscope, December 2008 5
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Creating a destination hubThe aim was to create a unique combination of features and facilities. A community hub to be enjoyed day and night, realising the potential of the open area linked to the centre as an integral part of the visit experience.
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Kaleidoscope, December 2008 7
!"#$%&'(#)* $+$",Performance Totem
Kaleidoscope, December 2008 4
!"#$%&'(#)* $+$",
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Developing the conceptThe concept was developed in line with the inspiration provided by the name, utilising dramatic lighting, colour and spaces to create an exciting ever-changing environment both internally and externally
!"# 1, $ %&'()* 1 +",&'(-. /0&1)-View 1 From Level 1Digital screens
Kaleidoscope, December 2008 20
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Kaleidoscope, December 2008 24
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Kaleidoscope, December 2008 23
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Kaleidoscope, December 2008 8
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Marketing channel synergy
Memorable and distinctive imagery and design concepts were developed in line with the latest communication media and activities to suit target audiences.
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What’s hot?
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New tenant - H&M
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Introducing the charactersA key differentiating branding device was the development of the Kaleidoscope characters, to provide a strong , involving and engaging marketing platform.
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Marketing developmentCo-ordinated graphic communications and advertising created a vibrant, distinctive character, atmosphere and immediate recognition on and off site.
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
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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
Rated: URelease Date: 07/10/11 View Trailer
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
Book Now
Book Now
AnonymousRated: 12ARelease Date: 28/10/11 View Trailer
Rated: TBCRelease Date: 04/11/11View Trailer
Tower Heist
Book Now
Book Now
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Menu Events
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Getting Here
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Leisure
Ice Skating
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Kaleidoscope - architectureThe distinctive architecture provides an exciting landmark. It has transformed the locality to become an exceptional Moscow destination, night and day.
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Kaleidoscope - easy movementExciting vertical and horizontal circulation, with unique views from escalators and stairways and positive inviting interaction between levels.
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Kaleidoscope - interiorDramatic vistas, open spaces, linking bridges and viewpoints `SÇSQb�bVS�a^SQWOZ�QVO`OQbS`�]T�the Kaleidoscope name. Latest digital technology enables ÇSfWPZS�QVO\USa�W\�Ob[]a^VS`S�and ambience.
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Kaleidoscope - contemporary decorStylish interior treatments and features provide a range of contrasting environments and zones to suit mood and activity.
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Kaleidoscope - navigationEasy, clear orientation throughout the centre further enhances the visitor experience. The distinctive black signage treatment provides high visibility O\R�STTSQbWdS�eOgÆ\RW\U��
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42
Delivering the promise - The Kaleidoscope Experience
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Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com