Creating the WOW Factor for Shopping Centers

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

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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.

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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

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta-tum occaecati cupiditate provident.Similique sunt in culpa qui. READ MORE

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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