Creating the WOW Factor for Shopping Centers

June 2013
CREATING THE WOW FACTOR
Destination Brand Challenges

CREATING THE WOW FACTOR
Some Definitions...

Definitions
WOW!
Extraordinary
Remarkable
Impressive
Memorable
Exceptional
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 value
and ‘sellability’ potential
AS A
DESTINATION
BRAND
A SHOPPING
CENTRE MUST

Centre Brand Challenge
A 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 A
WOW 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

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 oral
signatures and applications

Marketing
and
Communication
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 SITE
INTO A FIRST CHOICE PLACE TO BE...
Before we started...

A VISION TO TURN A STERILE SITE
INTO 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 местности
Site Overview

CREATING EFFECTIVE ZONING
bus stops
stage
seating
raised viewing
levels
tenant totem
tenant totem
retail units
metro
SCG LONDON
8 Plato Place
72-74 St Dionis Road
London SW6 4TU
t +44 (0) 20 7371 7522
www.scglondon.com
SITE LAYOUT PLAN
Client: Status: INFORMATION
Drawn by: Authorised by: Project No:
Drawing:
Contract:
For information only
Dimensions to be verified on site
All 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 PROVIDED
FOR 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 shops
EntrancePay Station
Please Pay Here.
Car ParkTarif:
upto 2 hours Free.-
2-3 hours 75.-
3-4 hours 150.-
4-6 hours 500.-
6+ hours 750.-
Please pay for parking
at Pay Stations before
exiting the Centre
Car Park Level 1 A
A
B B
Plan Legend - Car Park Level 2 A
A
B B
Thank You.
Plan and Entrance Principles
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
M
ZONE
C
ZONE
C
ZONE
C
Длинная Секция
Long Section
ELEVATED SECTION A-A
Plan Legend - Car Park Level 1 A Plan Legend - Car Park Level 2 A

DISTINCTIVE ARCHITECTURE - LOCAL LANDMARK

DIGITAL TOTEM - A LOCAL LANDMARK
Туалеты
Банкомат
Информация
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
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127128
129
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132
133
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135
136
137
138
139 140 141
142
143
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145
146
147
148
149
150
LEVEL 1
TENANT NAME TENANT NAME
TENANT NAME TENANT
TENANT NAME TENANT
TENANT
TENANT NAME TENANT
TENANT NAME TENANT
TENANT N
TENANT NAME TENANT
TENANT NAME TENANT
TENANT NAME TENANT
TENANT
TENANT NAME TENANT
TENANT NAME TENANT
TENANT NAME TENANT
TENANT
TENANT NAME TENANT
TENANT NAME TENANT
TENANT N
TENANT NAME TENANT
TENANT N
TOILETS
ESCALATOR
ELEVATOR

MARKETING CHANNELS SYNERGY
Kaleidoscope project overview 42
Website
Homepage
Website
Content pages
Company Information | Terms and Conditions | Privacy Policy | Site Map | Customer Enquiry | Disclaimer © 2009 Kaleidoscope All Rights Reserved.
Sign UpNewsletter GOSearch
Opening Times
Monday 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 Musketeers
Rated: 12A
Release Date: 12/10/11
View Trailer
Rated: U
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 the
scenes action from Karen Millen.
Catwalk
Show
Book Now
Book Now
Anonymous
Rated: 12A
View Trailer
Rated: TBC
View 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
tum occaecati
cupiditate
provident.Similique
sunt in culpa qui.
READ MORE
At vero eos et
accusamus et iusto
odio dignissimos
tum occaecati
cupiditate
provident.Similique
sunt in culpa qui.
READ MORE
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
Sign UpNewsletter GOSearch
Opening Times
Monday 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 Car
At vero eos et accusamus et iusto odio
dignissimos ducimus qui blanditiis
praesentium voluptatum occaecati
cupiditate provident.Similique sunt
in culpa qui.
By Bus
X59, X91, 289, 234, 500, 345, 845
in culpa qui.
Walking
in culpa qui.
in culpa qui.
Monday - Sunday
dignissimos 0.00
ducimus qui blanditiis 0.00
qui blanditiis 0.00
qui blanditiis 0.00
dignissimos 0.00
ducimus 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
Environmental promotion
Advertising kiosk
Promotional - seasonal campaigns
Autumn
осенние открытия
в Калейдоскопе
Promotional - seasonal campaigns
Winter

MEMORABLE CHARACTERS
Kaleidoscope characters - Skopi family
The family
S
Боулинг клуб
Bowling club
Мишкин клуб катания на коньках
ЛедоваяАрена
СТАРТ
представляет:
Игра
Добро пожаловать в боулинг
Bowling club
Мишкин клуб катания на коньках
Добро пожаловать на каток
Привет! Хочешь со мной покататься?
Записывайся в детский клуб катания
на коньках «Калейдоскоп».Прокат коньков – Цены
Son Father Mother

CONTEMPORARY DECOR, DIFFERENT MOODS AND ZONES

THE WOW FACTOR -
“A PLACE WHERE PEOPLE WANT TO BE”
AGAIN AND AGAIN!

SCG London
8 Plato Place
72-74 St Dionis Road
London
SW6 4TU
+44 (0) 20 7371 7522

Creating the WOW Factor for Shopping Centers

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