creating places where people want to be

Creating Places where people want to be- Achieving real Sustainability!

September 2014

Commercial sustainable strategy The changing consumer Certifications Sector Convergence - offices & banks Centres... Cities

Creating Places where people want to be

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Who we are...

and design consultancy

real estate and corporate sectors

M.Video Maintaining leading brand status

Over the past 5 years, we have worked with M.video on many different aspects of their brand

Projects include retail concept development and external and internal image/communications

Detailed brand audit and research analysis

Various strategic and creative projects with different departments, including senior management, marketing and HR

Brand identity, sub branding, advertising, brand culture, marketing and communications.

Comprehensive manual documenting defining the use and application of the brand across all key channels and relevant media.

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

Commercial design without a clear sustainable strategy is doomed to failure ….

Green Building design without an effective commercial strategy is likely to be unsustainable …


Commercial success is based on achieving positive differentiation in a competitive market

Branding is managing your image and reputation to create an added value perception to differentiate …. a place, product, offer, service and people


Commercial success and real sustainability is based on having a brand which stays relevant for target audiences and users needs and aspirations……engaging the hearts and minds of your customers, stakeholders, staff and the community ….Creating Places where people want to be - Achieving Real Sustainability!

Changing ‘Consumers’ Employers … Employees

New Values... Lifestyles… Destinations

The changing consumer

Staying Relevant!

Different customer generations... ...changing perceptions & priorities

Tech-savvy

Grasp new concepts quickly

Enjoy change

Like personalisation & customisation

Seek stimulation, get bored easily

Social, connected, consultative

Caring, motivated by their mission

Want to make the world a better place

Major influence on baby boomers

“By 2015 Millenials will be 75% of workforce and will influence 74% of buying decisions” - Deloitte

Key Influence

Creating places where people want to be……

Real estate is now consumer driven….or should be !

The connectivity of social media and the internet has empowered consumers

The digital experience and online capabilities now increasingly drive the criteria for the physical design of buildings and developments

Multi channel retailers, banks and services are changing the functions and design of stores, branches, shopping and business centres, workplaces and offices

Commercial real estate challenges

Creating “Delight” - a first choice perception

4 Environment - Green metrics

4 Economic - Developer criteria

? Social- Workplace changes

Environment Economic

‘The Balancing Act’

Social

…cost and benefits for developers, investors and occupants

Green building makes good business sense…

World Green Building Council Report

EXECU

TIVE SUM

MA

RY

The Business Case for Green Building

Design and construction cost

Asset value

Operating cost

Workplace Productivity and Health

Risk mitigation

Scaling up from green buildings to green cities

EXECU

TIVE SUM

MA

RY

Where is the consumer?

DEVELOPERWhy would I want

to build this green building?

TENANTWhy would I want to lease this green building?

OWNERWhy would I want

to own this green building?

slowerdepreciation

rapid returnon investment

corporate imageand prestige value

lower operatingcosts

lower refurbishmentcosts

lower maintenancecosts

increasedproductivity

health andwell-being

reduceddowntime

lowertransaction

fees

compliance withlegislation and

CSR requirements

ability to secure

lower design andconstruction costs

higher salesprice

increased marketvalue

increased occupancyrates

reduced vacancies

quicker sales

lower exityield

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EXECU

TIVE SUM

MA

RY

EXECU

TIVE SUM

MA

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LIVING BUILDINGCHALLENGESM 3.0A Visionary Path to a Regenerative Future

LIVINGBUILDINGCHALLENGE SM

LIVING BUILDINGCHALLENGESM 3.0A Visionary Path to a Regenerative Future

LIVINGBUILDINGCHALLENGE SM

“ Framework for design, construction and symbiotic relationship between people and the community “

The 20 Imperatives of the Living Building Challenge: Follow down the column associated with each Typology to see which Imperatives apply.

LIVING BUILDING CHALLENGE

BUILDINGS RENOVATIONS LANDSCAPE + INFRASTRUCTURE

PLACE 01. LIMITS TO GROWTH

02. URBAN AGRICULTURE

03. HABITAT EXCHANGE

04. HUMAN POWERED LIVING

WATER 05. NET POSITIVE WATER

ENERGY 06. NET POSITIVE ENERGY

HEALTH & HAPPINESS

07. CIVILIZED ENVIRONMENT

08. HEALTHY INTERIOR ENVIRONMENT

09. BIOPHILIC ENVIRONMENT

MATERIALS 10. RED LIST

11. EMBODIED CARBON FOOTPRINT

12. RESPONSIBLE INDUSTRY

13. LIVING ECONOMY SOURCING

14. NET POSITIVE WASTE

EQUITY 15. HUMAN SCALE + HUMANE PLACES

16. UNIVERSAL ACCESS TO NATURE & PLACE

17. EQUITABLE INVESTMENT

18. JUST ORGANIZATIONS

BEAUTY 19. BEAUTY + SPIRIT

20. INSPIRATION + EDUCATION

Imperative omitted from Typology

Solutions beyond project footprint are permissible

SCALE JUMPINGSCALE JUMPING

SCALE JUMPING

SCALE JUMPING

SCALE JUMPING

SCALE JUMPING

SUMMARY MATRIX

SCALE JUMPING

| 21Living Building ChallengeSM 3.0

Health and happiness human / nature relationships people power, walking and cycling Equity ‘ prioritise the concept of “ citizen “ above “ consumer “ ‘ ‘ human scaled to promote culture and interaction’ Beauty ‘ good design and graceful execution ‘ ‘ celebrating design that uplifts the human spirit ‘

Living building challenge - ‘Consumer’ imperatives

Sustainablity ….. Recycling challenge

New life for existing sites and buildings

Recycling ….. ‘ Repurposing’ ….. ‘Adaptive Reuse ‘

Offices… stores …. shopping and business centres

New functions……. new needs and aspirations ….. new experiences

New values — People... Planet... Profit

Living building challenge - ‘Consumer’ imperatives

Sector Convergence

RETAIL … BANKS … OFFICES... HOTELS

Where you want to be … Work … Rest… Play

“Life is work... work is life”

OFFICES... BANKS... RETAIL...

Achieving Real Sustainablity

Offices come in all shapes and sizes!- ‘Life is work, work is life’

Offices come in all shapes and sizes!- Work, rest, play

lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

The Consumer Driven Office

A new office consumer… TMT sectorNew occupiers… young millenials‘Studios’ not officesBlurring of work and play work is life…life is work- Want funky locations…place that has buzz…squares, parks, restaurants, retail, hang-outs- Want authenticity…character…history- Want facilities…cycles and showers…- Want ‘value’ – flexible space, contract options,lower ‘different’ specifications

The Consumer Driven Office - Tea Building London

Images courtesy of Derwent London

The New ‘A’ Class

Strategic brief- Create environments that positively reflect and communicate the vision, values and organisation attributes

- Motivate…. inspire….engage employees and visitors

- Attract and retain the best talent and people

- Develop a sense of place, identity, pride and loyalty

- Create a first choice Employer brand

- Meet the emotional and practical needs and expectations of the users….

Workplace Environment Design - a key factor in brand culture development

Operational briefDevelop concepts that are practical, flexible and adaptable for different space and activity functions

- Easy applications, minimal disturbance, ability to meet different budgets, durability, life expectancy criteria and scopes of work.

- Optimum impact, maximum value

- Certified?...

Workplace Environment Design - a key factor in brand culture development

Group M - Differentiated “Worlds”

• Group M • MEC• Maxus• Mindshare • Mediacom

5 levels... 9,500 sq metres

“Legenda Tsvetnogo” Business Centre, Moscow

Group M -

Before & AfterGroup M - Before and after...

11 5 28

00

11 5 2800

4.1G

4.2G

4.3G

4.4G

4.45G4.45G

4.3G

4.5G

4.6G

4.7G

4.8G

4.9G

4.10G

4.1G 4.1G

4.11G

4.12G

4.13G4.15G

4.27G

4.27G

4.33G

4.34G

4.20G

4.24G4.25G

4.26G

4.26G

4.29G

4.30G

4.31G4.32G

4.35G

4.37G4.38G

4.39G 4.41G4.42G

4.43G

4.44G

4.40G

4.36G

4.28G

4.21G

4.21G

4.22G4.23G

4.21G

4.16G4.16G4.17G

4.19G

4.19G

4.18G

4.14G

· Branded o�ce workplaces

· To engage... to motivate...

· 750 o�ces in 87 countries

· Strategic global graphics concept to reflect values and attributes: open, dependable, connected

· A unified look and feel adapted to suit market and cultural mindsets

· For head and general o�ces, data centres, call centres

New values – new environmentHSBC - New values - new environment

HSBC - New values - new environment

lounges... hubs... mini branches... financial spas... cafes... chill out zones... community centres... play areas... supermodern... high fashion... retro... traditional... relaxing... stimulating... styled like shops... homes... conservatories... airports... nightclubs... libraries... boutiques...

Interactive media wall and work benchesTouchscreen planning table Digital swipe service browserAssisted service at “360 StationLive video conferencing with a remote specialist

CitiBank smart banking concept

Sophisticated augmented reality appWhite walls, exposed ceiling, hard surfacesHigh tech toys in a spartan environment?

FNB - South Africa

Bright, fresh coloursEmphasis on relationships and face to face conversations

Peoples Choice, Australia

“A green house concept, a place where plants grow and are nurtured.”Skandia Bank, Sweden

Moskommertsbank - Business bank transformation

Creating Brand Synergy™

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com

Centres... CitiesCreating places where people want to be

live... work... rest... play

Shopping centres are destination brands

The Challenge: To achieve a synergy of branding and marketingPositive Differentation... Delivering the Promise... Optimising Resources

Brand Equity = Image and Reputation = Capital Value Your brand is an asset... that needs to nurtured and managed

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

“Exceptionalplacebrandexperience”

Beforewestarted...

A vision to turn a sterile site into a first choice place to be...

Thevisionrealised...

Rivermall Moscow

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Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Center Opening: Q4 2015

Торгово-развлекательный центрОткрытие: VI квартал 2015

Shopping & Entertainment Centre Opening: Q4 2015

АвтозаводскаяТульская

Замоскворецкая

Серпуховско-Тимирязевская

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ТРЦ «Ривер Молл» имеет отличную видимость и транспортную доступность с ТТК. Такое расположение сделает его удобным местом для шоппинга и проведения досуга и для пользователей многих других транспортных артерий города, таких как: улица Велозаводская, проспект Андропова, Варшавское шоссе и прочие.

ТРЦ «Ривер Молл» находится между двумя станциями метро: Автозаводская и Тульская, совместный дневной поток которых составляет более 130 тыс. человек. От данных станций метро будут курсировать автобусы торгового центра.

Непосредственно перед ТРЦ «Ривер Молл» размещаются две остановки общественного транспорта, где останавливаются 11 маршрутов автобусов и 4 маршрута троллейбусов.

Параллельно с реконструкцией и застройкой территории ЗИЛа намечен ввод в эксплуатацию станции метро Технопарк в середине 2015 года, а также планируется строительство транспортно-пересадочного узла Московской кольцевой железной дороги. Оба объекта будут находиться в пешеходной доступности от ТРЦ «Ривер Молл».

SC River Mall has great visibility and transport accessibility from the 3rd transport ring. Such a strategic location makes it a very convenient place for shopping and leisure for people using other transport arteries of the city, such as Velozavodskaya street, Andropova Avenue, Varshavskoe Highway and others.

SC River Mall is located between two metro stations: Avtozavodskaya and Tulskaya. These have a total daily traffic of more than 130 thousand people and will be served by shopping centre shuttles.

Two public transport stops with 11 autobus lines and 4 trolley lines are located directly in front of SC River Mall.

In parallel with the ZIL renovation and development, the commissioning of a new metro station, Technopark is planned for mid-2015. This is in addition to the construction of a new transport interchange linking with the Moscow railway ring. Both stations will be located within walking distance of River Mall.

Выгодное месторасположение и отличная транспортная доступностьBeneficial location and excellent transport accessibility

Карта транспортной доступностиRoad map

Карта метроUnderground map

Ленинградское шоссе

Во лгоградский проспект

Каширское шоссе

Шоссе Энтузиастов

Щелковское шоссе

Про

спек

т мир

а

Яро

слав

ское ш

оссе

Дм

итро вское

шоссе Буты

рский Вал

Звенигородское шоссе

Волоколамское шоссе

Ленинградский проспект

Можайское шоссе К

утузовский проспект

Варш

авск

ое

шос

се

Ленинск

ий проспект

Rivermall Moscow - Concrete fortress...

Rivermall Moscow - Optimised river location potential...

Rivermall Moscow - Creating worlds... where people want to be!

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А также более 250 магазинов и бутиков ведущих международных и российских брендов и одна из крупнейших в Москве галерея ресторанов с панорамным остеклением и уникальным видом на Москву-реку, оснащенная летними верандами.

More than 250 shops and boutiques including major Russian and international brands and one of Moscow’s biggest gallery of restaurants all offering unique panoramic views of the Moscow River with modern terraces.

Поэтажные планыFloor plans

1560 m2

"Anchor"

Pedestrian Entry

Pedestrian Entry

Pedestrian Entry

Pedestrian Entry

2-1002319 m2

"Anchor"

2-3482782 m2

"Anchor"

2-3562990 m2

"Anchor"

2-1021435 m2

"Anchor"

1-10010715 м2

(+700 м2 антресоль)

Hypermarket

1-1042000 m2

"Anchor"

1-1021286 m2

"Anchor"

3-31503 m2

"Anchor"

3-21323 m2

"Anchor"

3-262685 m2

"Anchor"

3-245190 m2

Cinema

3-233384 m2

Entertainment

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Якорные арендаторы:

• продуктовыйгипермаркет• спортивныйгипермаркет• гипермаркетдетскихтоваров• гипермаркетбытовойтехники и электроники• гипермаркеттоваровдлядома• многозальныйкинотеатр• детскийразвлекательныйцентр.

Anchor tenants:

• Groceryhypermarket• Sportshypermarket• Productsforchildren hypermarket • Electronicshypermarket• Homeappliancehypermarket• Multiplex• Kidsentertainmentcentre.

Паркинг, этаж -2Parking, floor -2

Этаж 2Floor 2

Этаж 1Floor 1

Этаж 3Floor 3

МОДНЫЕ МАГАЗИНЫ

РЕСТОРАНЫКАФЕ

РЕСТОРАННЫЙ ДВОРИК

ЯКОРЯ

FASHIONGALLERIES

RESTAURANTSCAFES

FOOD COURT

ANCHORS

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ВИДЕНИЕ

CITY BRAND / THE VISION

BRAND VISION & STRATEGY 2

Freedom within security

A range of lifestyles + work options

A vibrant community in a beautiful place

A future proof developmentLong term appeal.

Relevance + sustainability

A FIRST CHOICE LOCATION & DESTINATION

“THE FUTURE NOW”

A gateway to a better life

5 KEY DEVELOPMENT PRINCIPLESA UNIFIED VISION FOR ACTION

THE VISION

3

ЭЛЕМЕНТЫ

OPTIMISE KEY ELEMENTS

CITY BRAND / ELEMENTS


LOCATION 20 minutes from central Moscow but a world away.

ARCHITECTUREFusion of contemporary, heritage & traditional values. Memorable skyline.

LANDSCAPEGreen, fresh, natural, diverse . Outstanding hard & soft landscaping.

WATERSurrounded by water; the freshest part of the Moscow river. Water features: fountains, bridges, ice sculptures, skating.Changing character & perspectives.Cool, fresh, calm, reflective, inspirational/dynamic, energetic, lively.

PLANNING & INFRASTRUCTUREDistinct districts.Individual character & appeal within an overall coherence. Experience of space and quality.

ELEMENTS

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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ

CITY BRAND / THEMES, IMAGERY, MESSAGING


‘The future is bright’

Glow, beam, brightness, radiance, luminous, illumination, sunny, sunlitNatural light – day, sun, moon, starsLight creations – light sculptures, floor lightingNight lighting – street lamps, Interior lighting

CITY OF LIGHT

THEMES, IMAGERY, MESSAGING

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'The way you want to live & work’

Variety, multiplicity, mixDifferent environments providing alternatives, selection, preferencesRange of lifestyles and work optionsBalance between work and play

DIVERSITY + CHOICE

‘The best of both worlds’

Close to centre, yet a world awayAccessible, convenientUrban vibrancy/rural retreat

URBAN / RURALDYNAMIC


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‘New generation experience’ ‘A new way of life’

Responsible, nurture, long term view, preserve, protect and conserveEmbracing latest sustainability and environmental values -maximising natural light, materials and green technologyEnvironment, natural materials, greenery, water – CommunityFuture Proofing

SUSTAINABILITY‘A Sure Future’‘An oasis of freedom’‘In safe hands’

Safe, protected, watched over, cared forComfort, confidence, calm, seclusion, Privacy assured, no worries/carefreeOpenness, freedom, liberty, unrestrictedOasis, havenLike minded community

SECURITY


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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯDESCRIPTIVE SENTENCE FITS IN THIS SPACE



‘The future now’‘Enter into a new world’

Realisation of the dream, Idyllic, ultimate, bestOpportunity beckons

DREAMGATEWAY

‘A vibrant community’

Pulse, buzzSpirituality, shared beliefs and valuesCommunity hub/amenities, traditional core, central focus

HEART


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СТРАТЕГИЯ БРЕНДА

CITY BRAND

The brand concept for the original scheme was based on the bird of paradise, drawing on the bird’s mythical status as divine, never needing to land and coming from a terrestrial paradise – heaven on earth. The bird of paradise image was accompanied by the name Рублево-Архангельское signifying the location. This single image identity was however limited in scope, application and appeal. There was a need therefore to develop the identity to create a new concept to meet new challenges and criteria.

The new identity brings together the key elements which make this a vibrant and exceptional development. It reflects the scale and diversity of the project, signals a new management approach and communicates a modern ethos, appealing to a range of different audiences. The distinctive use of imagery within the name initials achieves a strongly differentiated approach that reflects the variety and complexity of the city concept.

It is a unique, memorable and contemporary mark that creates a multi-layered approach, allowing positive flexibility of application and usage in keeping with the diversity of communication requirements.

DEVELOPER BRAND

The Developer Brand takes the unifying and dynamic graphic symbol at the heart of the City Brand as a single branding device. A clear synergy and relationship is therefore established between the two. The Developer Brand has strength, integrity and authority. It acts as an endorsement to the City Brand and as a corporate brand in its own right aimed at relevant business audiences and stakeholders.

CITY & DEVELOPER BRANDS / STRATEGY


CITY BRAND

NEW DEVELOPER BRAND

OLD CITY BRAND/OLD DEVELOPER BRAND

BRAND STRATEGY

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CITY BRAND STRATEGY

BRAND VISION & STRATEGY 2219 BRAND VISION & STRATEGY 20

DEVELOPER BRAND CITY BRAND

CITY & DEVELOPER BRANDS / THE MARKS

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МАРКЕТИНГОВЫЕ МАТЕРИАЛЫ

CITY BRAND / MARKETING MATERIALS

BRAND IDENTITY GUIDELINES 54

Marketing materials will be produced to a high specification to reflect the premium offer and maximise the creative opportunities that all of the different brand elements provide. There will be both consistency in look, feel and quality, along with versatility in interpretation and application of the brand.

Some typical examples of marketing materials such as a special presentation pack, brochure, invitation, magazine/newsletter, billboard and DVD are shown on the following pages.

Inner page examples

MARKETING MATERIALS

RESIDENTIAL SALES BOOK

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ПРИМЕНЕНИЕ БРЕНДАDESCRIPTIVE SENTENCE FITS IN THIS SPACE

CITY BRAND / MARKETING APPLICATIONS


Seasonal publication

Promotional billboards Promotional DVD

MARKETING APPLICATIONS

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ПРИМЕРЫ ПРИМЕНЕНИЯ

DEVELOPER BRAND / APPLICATION EXAMPLES


Sustainability literatureWorkwear

Construction hoarding

Billboard

APPLICATION EXAMPLES

CITY ICON BRANDS

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СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА

CITY ICONS / BRAND EXAMPLE


Within the umbrella concept of the City Brand are destination features that have icon branding status. These can be used to put the development on the map, reinforce a sense of place and give a unique personality to all aspects of the city in a coherent and integrated way.

The first of these is for one of the bridges. This icon brand reflects the dynamic bridge structure and image.

It is a distinctive and memorable mark that has potential for a wide variety of different uses and applications

Commercial design without a clear sustainable strategy is doomed to failure ….

Green Building design without an effective commercial strategy is likely to be unsustainable …

The challenge ... engaging the hearts and minds of your customers, stakeholders, staff and community to achieve real Sustainability!


Creating Brand Synergy™

t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com

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