Creating Places Where People Want To Be
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Transcript of 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
2
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 …
Creating Places where people want to be
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
Creating Places where people want to be
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
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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
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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
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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 - 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
BRAND VISION & STRATEGY 4
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
BRAND VISION & STRATEGY 10
‘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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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 12
'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
THEMES, IMAGERY, MESSAGING
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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯ
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 14
‘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
THEMES, IMAGERY, MESSAGING
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ТЕМЫ, ОБРАЗЫ, СООБЩЕНИЯDESCRIPTIVE SENTENCE FITS IN THIS SPACE
CITY BRAND / THEMES, IMAGERY, MESSAGING
BRAND VISION & STRATEGY 16
‘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
THEMES, IMAGERY, MESSAGING
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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
BRAND VISION & STRATEGY 18
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
BRAND IDENTITY GUIDELINES 60
Seasonal publication
Promotional billboards Promotional DVD
MARKETING APPLICATIONS
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ПРИМЕРЫ ПРИМЕНЕНИЯ
DEVELOPER BRAND / APPLICATION EXAMPLES
BRAND IDENTITY GUIDELINES 70
Sustainability literatureWorkwear
Construction hoarding
Billboard
APPLICATION EXAMPLES
CITY ICON BRANDS
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СИМВОЛ ГОРОДА КАК ЗНАК БРЕНДА
CITY ICONS / BRAND EXAMPLE
BRAND IDENTITY GUIDELINES 72
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 Places where people want to be
Creating Brand Synergy™
t: +44 (0)20 7371 7522 f: +44 (0)20 7371 8351 e: [email protected] www.scglondon.com