1. Shopping Centres
Clive Woodger
April 2014
Strategy... Marketing... Concepts

2. 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

3. 2
Who we are...
and design consultancy
real estate and corporate sectors

4. 3
What we do...

5. 4
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

6. 6
Shopping centres are destination brands
The Challenge:

7. Page 5
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

8. Page 6
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

9. Page 7
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

10. Page 10
A long term WOW factor requires
an exceptional, consistent, brand
and experience
Make every brand touch point
special…. memorable….
engaging… relevant...
Page 10

11. Page 11
word of mouth
sms
advertising
direct marketing
website
social media
promotional publicity
posters
street signs
customer journey
anticipation
moments of truth
layout
environment
products
staff
facilities
exit experience
collateral
bags
cards
leaflets
assurance
memories reminders
triggers
after service
Brand Touchpoints
Rethinking opportunities...Reinventing experiencesRebranding:
Brand Synergy
Awareness... Promise Customer Visit... Journey Afterglow... Satisfaction

12. Page 12
‘Building a great
experience is everyone’s
responsibility and
nobody’s job’
Page 12
And remember...

13. Page 13
Social Media Challenge
“A brand is the sum of all
conversations happening around
the brand”

14. 41
Delivering the promise - Centre management challenge
SCG London Page 16
A renewed management culture? - Less landlord facilities manager
More retailer partner
Centre Management Team
PA & Network
Administrator
Centre
Director
Fire Officer
Environmental
C0-ordinator
Retail LiaisonClerk of Works
Bldg. Ops
Commercialisation
Marketing
System &
Administration
System &
Administration
System &
Administration
System &
Administration
System &
Administration
System &
Administration
SecurityHousekeepingMaintenance
MarketingAsst Centre
Director
Operations
Bldge. Srvs
New shared visions... aspirations
Changing mindsets... “our people make the difference”
Creating the brand experience
“our people make
the difference”
Shared visions... aspirations

15. Page 16
Market was developer led - developers provided
retailers incentives to be in centres
Market 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

16. Page 15
Marketing
and 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

17. Page 14
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

18. Audiences
Changing Customer Mindsets

19. Page 8
Creating a WOW factor for centre target audiences
Shoppers
Visitors
Tenants
Investors
Owners
The Community
Stakeholders
Politicians
Interest
Groups
The Media
Staff, Partners
Suppliers

20. Page 9
Brand Equity
Exceptional ‘Added Values’
to meet diverse needs
and aspirations

21. 7
The changing consumer
Staying Relevant!

22. 8
Different customer generations...
...changing perceptions & priorities

23. 9
Key influence generation

24. 11
Appealing to the Millennials’ mindset

25. 12
Targeting Millennials’ mindset
Time for tech lovers to switch off and reconnect!
Durex #TurnOffToTurnOn

26. Marketing Communications
Strategic Challenges

27. “Half the money I spend on advertising
is wasted; the trouble is I don’t know
which half.”
‘Traditional’ marketing
MESSAGES AWARENESS INTEREST ACTIONDESIRE

28. 15
Problems:
Expensive
‘Traditional’ media - ‘push’ marketing

29. 18
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

30. 19
Photosharing
Social Networking
Video 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...

31. ‘New’ media - interactive marketing
Problems:
Much more demanding on internal resources
Content input and customer response
Internally driven not just externally sourced

32. 22
Focused Messages
Centre
Brand
Photosharing
Social networking Video campaigns
Forums
Blogging Social bookmarks
Online MediaTraditional Media
Push & Pull
‘New’ media - interactive marketing

33. 23
Paid Media Owned Media
Brand Content
Social Media
Shared content
Earned Media
Converging media
Brand & Message Synergy

34. 25

35. 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 difference
Marmara Forum/Forum Istanbul, Turkey

36. Targeted, Branded, Profitable
Ladies’ Night’ Evening
homepage
Total Budget: £26,000 (ROI 9:1)
St Davids, Cardiff, Wales
Successful tactical campaign

37. Building Authority
Westfield, London
Strategic marketing

38. Keeping the brand fresh
Esentai Mall, Almaty, Kazakhstan
Strategic brand positioning

39. Creatively overcoming
restrictions
Challenges:
and restricted
engagement such as street style
promotional campaigns
New Luxury Mall in Saudi Arabia
Strategic brand positioning

40. Creatively overcoming restrictions
Pushing the limits Playing it safe
Saudi Arabia Challenges
Strategic brand positioning

41. Blog as branddriver
New Luxury Mall in Saudi Arabia
Strategic brand positioning

42. Centre Differentiation
Naming and Image
Oz... Festival

43. 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

44. July 2006 © SCG LONDON
“the brand that
makes people smile”

45. July 2006 © SCG LONDON
“The brand that makes people smile”

46. July 2006 © SCG LONDON
Name checklist criteria
Profile/Mindsets
Language
Culture
Meaning
Ideology
Brand values
Attributes
Imagery
Audience
Rational Emotional
Name
Presentation
Typography
Style
Form
ABC ABC
Applications
Verbal
Screen
Print
Architecture
“I work for…”
“I’m going to...”
Business
Objective
Recall
Standout
Impact
Relevance
Competition
Risk
Acceptability
Future Sectors

47. July 2006 © SCG LONDON
Naming / Message
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
авеню
бульвар
кампус
вид города
корсо (итал.-бульвар)
двор
корт
перекресток
район
даунтаун
окраина города
фонтаны
галерея
имперский двор
развязка
ле гдранд
рыночная площадь
ENGLISH RUSSIAN ENGLISH / RUSSIAN
соседство
дворец
гостиная
патио (крыльцо)
пьяцца
плаза
променад
проспект
святыня
площадь
улица
храм
купол
таун
дворец царя
(итал.- улица)
деревня
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
ENGLISH RUSSIAN ENGLISH / RUSSIAN
CATEGORY ARCHITECTURAL / STREET
avenue
boulevard
campus
city view
corso
cortile, court
court
crossroads
district
downtown
edge of town
fountains
galleria
imperial court
junction
le grand
market place
CATEGORY ARCHITECTURAL / STREET
neighbourhood
palace
parlour
patios
piazza
plaza
promenade
prospect
shrine
square
street
temple
the dome
town
tzar's palace
via
village

48. July 2006 © SCG LONDON
Naming / Message
CATEGORY ABSTRACT
heights
lion
magnifique
marble
menu
mine
mirrors
odyssey
panther
paradise
plus
ripplets
the future
the journey
the swan
tomorrows
topaz
x-tra
zen
высоты
лев
магнифик
мрамор
меню
кладовая
зеркала
одиссея
пантера
парадиз
плюс
рябь
будущее
путешествие
лебедь
завта
топаз
экстра
зен
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
ENGLISH RUSSIAN ENGLISH / RUSSIAN
CATEGORY ABSTRACT
zest!
splash!
jump
presto!
go!
avanti
oz
arborium
best
billion
blossom
collection
diamond
dynamo
freshness
fusion
gazelle
global
gusto
жажда!
капля!
прыжок
быстро!
вперед!
вперед!
-
арбориум
лучший
милиард
цвет
коллекция
бриллиант
динамо
свежесть
слиток
газель
глобал
гасто
зест!
сплэш!
джамп
престо!
гоу!
аванти!
-
-
-
-
-
-
-
-
-
-
-
-
-
ENGLISH RUSSIAN ENGLISH / RUSSIAN

49. July 2006 © SCG LONDON
Prefix/suffix
галерея
плаза
молл
центр
сити
эмпориум
авеню
корт/двор
галерея
перекресток
гранд
парад
замок/
дворец/пэлэс
вилладж
променад
проспект
площадь
базар
пьяцца плейс городок/таун

50. AIM PD : 572 : PRESENTATION 2 AUGUST 2006 © SCG LONDON
CELEBRATION
ENERGETIC
DIVERSE
NEW
HAPPY
HONEST
AIM PD BRAND POSITIONING OZ

51. AIM PD : 572 : 3.0.1 : IDENTITY DEVELOPMENT - OZ AUGUST 2006 © SCG LONDON
AIM PD ВАРИАНТЫ ИДЕНТИФИКАЦИИ - OZ
1. 2 3. 4.
5. 6. 7. 8.
10. 11. 12. 13.
OZ:
OZ

52. AIM PD : 572 : 3.0.1 : CUSTOMER MINDSETS - IDENTITY B AUGUST 2006 © SCG LONDON
AIM PD ЦЕЛЕВЫЕ АУДИТОРИИ - ИДЕНТИФИКАЦИЯ B
ВСЕ, ЧТО ТЫ ХОЧЕШЬ ДЛЯ УЛЫБОК ДЛЯ ДЕТЕЙ ДЛЯ МОДЫДЛЯ РЕСТОРАНОВДЛЯ ПАСХИ
ДЛЯ УЛЫБОК
ДЛЯ МОДЫ
ДЛЯ ДЕТЕЙДЛЯ РЕСТОРАНОВ
ДЛЯ ПАСХИ
ДЛЯ УЛЫБОК
ДЛЯ ПАСХИ ДЛЯ РЕСТОРАНОВ
ДЛЯ ДЕТЕЙ ДЛЯ МОДЫ

53. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
WallTexture Detail Brand wall options
Auxillary walkways
Inspiration
BRAND APPLICATIONS TEXTURES - DEVELOPMENT - ROUTE ONE

54. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
BRAND APPLICATIONS EXTERNAL VIEW 2

55. A.I.M. : 572 : PRESENTATION 6 DECEMBER 2006 © SCG LONDON
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
Ушёл попали оно об, вы
кровью оно. Вообще
пользователи.
www.oz-centre.au
BRAND APPLICATIONS BILLBOARDS

56. 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”

57. 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.
Real Estate: Festival: Shopping centre
Real Estate – Festival
Creating Memorable Signatures

58. SCG London Page 37
Festival - Concept Reconception
2005 - Challenge
Creating a mass market city center
‘for the family’. - differentiating
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.

59. SCG London Page 38
Festival - Inspiring Name
Festival, Moscow
The Identity

60. Festival
Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005
Marketing
Festival, Moscow 2005

61. Festival
SCG London Page 42
About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding
Real Estate: Festival: Shopping centre
Real Estate – Festival
FESTIVAL BRAND REFRESHMENT 2010
Marketing
Festival, Moscow 20

62. SCG London Page 39
Festival - Day And Night ImpactDay and night impact

63. SCG London Page 40
Festival Refreshment 2012
Seasonal Freshness

64. SCG London Page 41
Festival - Graphic Impact
ProductsStores
Home Offers News Tickets Games Contact
Spring
Seasonal
theme
Spring at
festival+read more
Home Offers News Tickets Contact
Store
Search

65. SCG London Page 42
Festival - Service Impact / Stylish Comfort

66. SCG London Page 43
Festival - New Food Experiences

67. Brand Inspiration
Galactica Park

68. 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.

69. Brand Inspiration
December 2012

71. Galactica
Brand Family
Universal Studios
Moscow
Named Arena? Hotel Chains?

73. “Out of this World”
“experience of a lifetime”
“never imagined anything like this”
extraordinary
incredibleamazing
superb
exciting
beyond known limits

74. The big sky
Bright...Light...
Open
New perspectives

75. Digital Connectivity
Hi Tech
State of the art
Latest thinking

76. Colour...Energy
Fun...Fresh...Stimulating
Excitement
Animation...Movement...Change

78. L’Hemispheric, City of Arts and Sciences, Valencia, Spain
Hayden Planetarium, New York

79. Galaxy SOHO Complex Beijing
Sky SOHO, Shanghai
Hong Kong Space Museum

80. CCTV Tower, Beijing
Leadenhall, London

82. Unexpected

83. Interaction
Ambience
Mood
Hayden Planetarium, New York

85. Moscow destination
Hub/heart/epicentre for the
development

86. architectural
enclosure
impact
set

92. Reconception Challenge
Smolenskiy Passage

93. 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

94. Page 42
Page 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

95. SCG London Page 44
2009
e - Phased upgrading of a
wn city centre venue. Re-
tenant space to ‘open up’
mplex vertical mall
gy - Creating a premium
nation for a two stage
ment programme - phased
tity, 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.

96. SCG London Page 45
The ‘Before’
June 2009
Smolenskiy Passage - Dull, Cluttered and Confused

97. SCG London Page 46
Smolenskiy Passage - Build on the name
Smolenskiy Passage reflects and communicates the special history and traditions
represented in the name.

98. SCG London Page 47
Smolenskiy Passage - Brand Message

99. SCG London Page 48
Smolenskiy Passage - Media touchpoints

100. SCG London Page 49
Smolenskiy Passage - First Impressions

101. SCG London Page 51
Smolenskiy Passage - Entrance Piazza
‘A vibrant city space –
always something happening’
ПИАЦЦА

102. SCG London Page 52
Smolenskiy Passage - New Planning
First floor plan option A
not 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
12Toilet 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 - 5004
SPW - 5011
SPW - 5001
SPW - 5001
SPW - 5005
door info stickers to
toilet doors
SPW - 5006
1
1
5
2
14
3
7
8
4
11
12
13
6
1
5 5 5
10
10
10
10
10
10

103. SCG London Page 53
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’
1
2
3
4
2
1
3
4
4
3

104. SCG London Page 54
Smolenskiy Passage - Brand Touchpoints
Информационный стол
Пластиковый 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 30
M 72
Y 74
K 84
476 EC
C 20
M 25
Y 29
K 61
404 EC
C 13
M 17
Y 20
K 36
402 EC
C 14
M 2
Y 100
K 16
397 EC
1100mm
30
720mm
Магазины и рестораны
Расположение и информация
700mm
1200mm
1
2
34
5
6
7
14
15
1 2
3
4
5
7
891011
12
13
16
17
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23
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2425
26
27
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1 2
3
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891011
12
13
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20 21 22
23
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2425
26
27
1
2 - 4
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1011
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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

105. SCG London Page 55
Smolenskiy Passage - “New Architecture”

106. Photographic
Exhibitions
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

107. Major
Installations
Smolenskiy Passage_January 2010 : Page 32
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 32

108. Piazza
Sculpture Exhibitions
Variety of themes, materials
and styles from classics to
new sculptural innovation
Smolenskiy Passage_January 2010 : Page 33
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Exhibitions Section 7 : page 33

109. Themed Exhibitions
eg Art Deco
Could cover Fashion,
Architecture, Furniture,
Lighting, Design etc
Eg antique mirrors, vases and chandeliers
Some 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

110. Light Sculpture
Exhibitions
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

111. Dance Events
Different 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

112. Car Launches
Smolenskiy Passage_January 2010 : Page 43
Smolenskiy Passage - Phase One (Centre Brand Theming, Messages and Activities) Events Section 8 : page 43

113. New Concept Development
Kaleidoscope

114. creating a brand destination

115. Before we started
The 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

116. Creating a logo concept
The 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

117. Kaleidoscope, December 2008 5
Вход в метро
Центральный тотем
Рекламный тотем
Пространство для проведения
мероприятий
Обзор местности
Site Overview
Creating a destination hub
The 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.
Вход в метро
Metro entrance
Kaleidoscope, December 2008 7
Центральный тотем
Performance Totem
Kaleidoscope, December 2008 4
Центра

118. Developing the concept
The 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
Вид 1, С уровня 1 Цифровые экраны
View 1 From Level 1Digital screens
Kaleidoscope, December 2008 20
Вид 5, С уровня 17100
View 5 Cafe Level 17100
Kaleidoscope, December 2008 24
ид 4, С уровня 17100
w 4 From Level 17100
eidoscope, December 2008 23
2000
4000
9165
910
5000
4000
FRONT
ELEVATION
RIGHT SIDE
ELEVATION
PLAN
Арендаторы по периметру/ Тотемы
Perimeter Tenant/Totems
Kaleidoscope, December 2008 8

119. 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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ad minima veniam, quis nostrum
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laboriosam, nisi ut aliquid ex ea
commodi consequatur?
Summer times
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aliquam quaerat voluptatem. Ut enim
ad minima veniam, quis nostrum
exercitationem ullam corporis suscipit
laboriosam, nisi ut aliquid ex ea
commodi consequatur?
What’s hot?New tenant - H&M
1
2
3
4
5
7
6
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Cool wedges!Sunshine stories
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voluptatem quia voluptas sit quia
consequuntur magni dolores eos qui
ratione voluptatem sequi nesciunt.

120. Introducing the characters
A key differentiating branding
device was the development of
the Kaleidoscope characters, to
provide a strong , involving and
engaging marketing platform.
S
СТАРТ
представляет:
Игра
Боулинг клуб

121. Marketing development
Co-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 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
Release 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 the
scenes action from Karen Millen.
Catwalk
Show
Book Now
Book Now
Anonymous
Rated: 12A
Release Date: 28/10/11
View Trailer
Rated: TBC
Release Date: 04/11/11
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
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
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
-life-life -life-life

122. Kaleidoscope - architecture
The distinctive architecture
provides an exciting landmark. It
has transformed the locality to
become an exceptional Moscow
destination, night and day.

123. Kaleidoscope - easy movement
Exciting vertical and horizontal
circulation, with unique views
from escalators and stairways
and positive inviting interaction
between levels.

124. Kaleidoscope - interior
Dramatic vistas, open spaces,
linking bridges and viewpoints
the Kaleidoscope name. Latest
digital technology enables
and ambience.

125. Kaleidoscope - contemporary decor
Stylish interior treatments and
features provide a range of
contrasting environments and
zones to suit mood and activity.

126. Kaleidoscope - navigation
Easy, clear orientation
throughout the centre further
enhances the visitor experience.
The distinctive black signage
treatment provides high visibility

127. 42
Delivering the promise - The Kaleidoscope Experience
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128. Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: info@scglondon.com www.scglondon.com