real estate branding

Real Estate Branding Current and future challenges

November 2013

Agenda Real estate branding current and future challenges

Definitions... Challenges... Touchpoints

New centre development Kaleidoscope Galactica Park

Reconception challenge Smolensky Passage

Centre audit - Identifying the issues

Page 2

Who we are

International strategic branding and design consultancy

We work in the retail, financial, real estate and corporate sectors

SCG London Page 14

We deliver a total customer experience

Retail:

From new start-ups to existing chains, niche speciality to large format stores, our work positively impacts on retail performance and profitability.

SCG London Page 14


Retail:


SCG London Page 14


Retail:


What we do - Real estate

48

9/ Архитектурное решение9/ Architectural Expression

Galactica Park_Brochure_April 2008.indd 48 23/04/2008 19:10:24

49


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

Page 5

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’

Page 6

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...

Page 7

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 and experience

Make every brand touch point special…. memorable…. engaging… relevant...

Page 10

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

‘Building a great experience is everyone’s responsibility and nobody’s job’

Page 12

And remember...

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

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

SCG London Page 22

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’

Current Skill Gap - Market Intelligence

New Centre Development

Page 17

Kaleidoscope Brand Experience

Before we started...

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

The vision realised...

A name and brand identity to inspire

Creating a logo concept.

The final logo and message “Always Different, Always Yours”

Kaleidoscope, December 2008 5

Вход в метро

Центральный тотем

Рекламный тотем

Пространство для проведения мероприятий

Обзор местностиSite Overview

Creating a community destination hub

Distinctive architecture - local landmark

Centre Brand ChallengeMarketing channels synergy

Kaleidoscope project overview 36

Environmental promotionAdvertising kiosk


Promotional - seasonal campaignsAutumn

осенние открытияв Калейдоскопе


Promotional - seasonal campaignsWinter

Distinctive advertising image


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


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


Клубная картаМишкин клуб катания на коньках



Ледовая А

рена

Ледовая А

рена

Memorable characters

Memorable interiors

Dynamic easy circulation

Simple effective navigation

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9/ Архитектурное решение9/ Architectural Expression


49


Galactica Park - Case Study

Location & Public Transportation Accessibility

Domodedovo

Vnukovo

Sheremetyevo

SITE LOCATION:

• Varshavskoye Shosse 170G, Moscow

• Southern Administrative District of Moscow

• Serviced by 2 metro lines (1 in operation - Annino, 1 under construction) – 20-30 minutes for central Moscow

• On the intersection of MKAD and Varshavskoye Shosse

• 20 minutes from Domodedovo Airport, 30 minutes from Vnukovo Airport, 80 minutes from Sheremetyevo Airport

• Regular city and intercity bus service.

Galactica Park Building Components

M

M

MKAD MKAD

VARS

HAV

SKO

E SH

OSS

E

Offices

Hotels

Arena

Theme Park

Winter Garden Premium Area

Retail

Service level

Parking

Hotels

Offices

Winter Garden Premium Area

Arena

RetailTheme Park

54 Presentation August 2012 Galactika Arena Moscow

Universal Moscow Theme Park

Retail

Galactica Park Shopping Center will become one of the largest shopping centers in Moscow, boasting GLA of 140 000 sqm. More than 400 stores and restaurants will offer an unparalleled choice and variety of brands and culinary delights. New brands, flagship stores and niche concept retailers will make Galactica Park the ultimate retail destination. Galactica Park will be a perfect opportunity for the retailers to reach across typical shopper profiles and demographics and broaden their brand appeal with innovative store environments and creative promotion strategies.

Hotels

Galactica Park will offer its guests a choice of two world-class hotels with the total capacity of 1100 rooms. It is expected that one of the hotel towers will be a 4-star hotel with the other being occupied by a hotel with 3+ star rating. The hotels will cater for both families, staying at Galactica Park to visit Universal Moscow theme park and live entertainment at the arena, and the guests, visiting Moscow for business.

Event organizers and corporate clients will appreciate a comprehensive offer of flexible meeting space and banqueting facilities, allowing to host professional and private events from 10 to 10 000 delegates.

The project has drawn significant interest from several global hotels operators, including Starwood, IHG, One&Only and others.

Business Centre

The office towers at Galactica Park will accommodate over 120 000 square meters of premium office space. Flexible layout, sophisticated and practical design, latest in communication and work environment technology will make this an attractive choice for a variety of businesses. The office residents will benefit from direct access to two metro stations, bus interchange and dedicated car park, ensuring that as much stress as possible has been taken out of the daily commute.

ReconceptionChallenge

Page 40

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

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

SCG London Page 16

A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

EnvironmentalC0-ordinator Retail LiaisonClerk of Works

Bldg. Ops Commercialisation

Marketing

System &Administration






SecurityHousekeepingMaintenance

MarketingAsst CentreDirector

OperationsBldge. Srvs

New shared visions... aspirations Changing mindsets... “our people make the difference”

SCG London

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.

SCG London

The ‘Before’

June 2009

Smolenskiy Passage - Dull, Cluttered and Confused

SCG London

Smolenskiy Passage - Build on the name Smolenskiy Passage reflects and communicates the special history and traditions represented in the name.

SCG London

Smolenskiy Passage - Brand Message

SCG London

Smolenskiy Passage - Media touchpoints

SCG London

Smolenskiy Passage - First Impressions

SCG London

Smolenskiy Passage - First Impressions

Entrance wall : See detailed drawing pack for material specifications

0.000

+8.400

+4.200

Contrasting colour in the same material as the rest of the wall cladding.

SCG London

Smolenskiy Passage - Entrance Piazza

‘A vibrant city space – always something happening’

ПИАЦЦА

SCG London

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

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

1

1

5

214

3

7

8

4

11

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13

6

1

5 5 5

10

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10

10

10

10

SCG London

Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

+8.400

+10.500

+12.600

+16.800

+4.200 +4.200 +4.200

+8.400

+12.600

+16.800

+20.400

+12.600

+8.400 +8.400

+12.600

+16.950

+15.700

+21.450

-4.950

+21.150

1600

+4.200

19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

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

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

402 EC

C 14M 2Y 100K 16

397 EC

1100mm

30

720mm

Магазины и рестораныРасположение и информация

700mm

1200mm

Basement Level 1 Level 2 Level 3 Level 4

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2

34

5

6

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14

15

1 2

3

4

5

7

891011

12

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16

1718

19

20 21 2223

6242526

27

14

15

1 2

3

4

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7

891011

12

13

16

1718

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20 21 2223

6242526

27

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2 - 4

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15 16 - 18

19 20 22 21

10 11

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25 26 -28

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21 3

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8

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

SCG London

Smolenskiy Passage - “New Architecture”High level wall texture : Digitally printed walllpaper or masked and painted directly to the wall finish

Produced as either a digitally printed wallpaper or painteddirectly to plastered/painted wall finish.

Colour matched toPantone references shownOr cmyk breakdowns provided

C 0M 6Y 14K 31

402 C

Identifying the issues

Centre audit

Page 56

Key Requirements

Increase profile & attraction for both visitors and tenants

Create an enhanced experience for visitors

Achieve this in a high impact, cost-efficient way

Build on existing elements - name - architecture - planning

Current Identity is weak

Lacks confidence, impact and personality

Typography is poorly balanced - looks awkward and amateurish

The plus symbol lack any imaginative treatment - communicate the idea of a pharmacy, not a shopping centre

Colours have potential but typography and application make them look recessive

Addition of green is confusing

A typical shopping centre audit

Brand issues

’

’

Branding & Marketing Opportunities


WebsiteHomepage

СТАРТ

представляет:

Игра

Building Exterior Treatment & Graphic Application : Issues

Weakness inherent in the brand identity means that application is weak

There is no ‘brand language i.e. signature elements, ideas, textures etc

Currently only a ‘badge’ over the entranceThe rest of the building is virtually bare of branding - only retailer logos that are stronger than the centre branding

The architecture itself does not create any retail theatre or even interest

The building presents a 360° view - to visitors from the front/side and to the hotel from the back

Lack of branding make it look cold, sterile, unfriendly, empty

’

’

Building Exterior Treatment & Graphic Application : Opportunities

Building Exterior Lighting : Opportunities

Exterior Site Area : Opportunities

Car Park : Opportunities

Entrance: Opportunities

Orientation, Wayfinding & Zoning: Issues

Mixture of signage styles further dilutes the brand

Retailer signage is much stronger than centre signage

There is no sense of a centre brand framework or hierarchyInformation desk looks like an afterthought

Is it in the right position?No sense of zoning in the centre - even at the basic level of floor level theming

Ideally there would be a sense of different zones to attract different customer segments - kids, family fashion etc

Orientation, Wayfinding & Zoning: Issues

Mixture of signage styles further dilutes the brand

Retailer signage is much stronger than centre signage

There is no sense of a centre brand framework or hierarchyInformation desk looks like an afterthought

Is it in the right position?No sense of zoning in the centre - even at the basic level of floor level theming

Ideally there would be a sense of different zones to attract different customer segments - kids, family fashion etc ’

’

Orientation, Wayfinding & Zoning: Opportunities

Sense of interior blandness and emptiness

Interior architecture does not create an enhanced visitor experience

Long linear lighting emphasises the empty long corridors and large open spaces

No sense of variety of change of mood and pace

No special atmosphere or ambience- everything looks the same

Weakness/ inflexibility of identity and lack of brand signatures means only option for column dressing is logo repetition Empty shops make the situation

Interior Lighting & Ambience: Issues















’

’

Interior Ambience: Opportunities

Interior Lighting: Opportunities

Circulation areas suffer from all the problems highlighted earlier

Empty shopfront treatments do not enhance the brand or add to any special sense of place

Circulation areas & Empty Store Fronts: Issues

’’

Circulation areas & Empty Store Fronts: Opportunities

Zoning Opportunities: Kids, Food, Fashion...

Creating a wow factor...

Again and again...

Extraordinary

RemarkableImpressive

MemorableExceptional

Sensational

Dramatic

Terrific

Awesome

Incredible

Special

Surprising

SCG London 8 Plato Place72-74 St Dionis RoadLondonSW6 4TU+44 (0) 20 7371 7522

Thank You!