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M INDSET FMP- THINKING H OW TO GET INTO THE FMP- FLOW ? J ULY 2011

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U RGENCY Part of strategy (creating FMP) If we make fun, people will come & spend more Focus on (new) shopping journeys, learn from other sectors Get connected, show your soul and give content to the customers life Stimulate all senses See the shopping center as a brand Make sure our vision is shared and everyone is on the same page

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C REATIVE PROCESS

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S KILLS CREATIVE PROCESS Focus Curiousity Use your senses Imaginative power Diverge/producing ideas Important: postpone opinion about something

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T ELL A STORY .

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T OOLS Brainstorming Mindmapping Output trend analysis Imagineering Storytelling (Disney)

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O LD FASHIONED WAY . BRAINSTORMING

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I T S ALL ABOUT . MINDMAPPING

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O UTPUT TREND ANALYSIS

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I MAGINEERING - S TORYTELLING http://www.youtube.com/watch?v=MAE_O gMrkaQ&feature=feedwll

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G ETTING STARTED (1) Choose a creative environment ( the office) Work together with other colleagues (from several departments within Corio) to achieve an optimal vision on the project Use not only words but also illustrate the ideas/concepts Everyone has to do some preparations in advance (presenting some first thoughts, read some material like A2R book) During the process: be inspired by everything you hear and see also when you are not in a concepting meeting by reading magazines, papers, television, radio etc.

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G ETTING STARTED (2) Everybody has to let go of any kind of perfectionism, also has to ignore the past or what is usual for the company Get some distance, think in possibilities, not in restrictions Be aware of the fact that creativity takes time and you cant rush a good idea Try to think outside the box Keep away from criticism: Keep in mind that people will generally display restistance to your idea, because good ideas change the existing dynamic, and people, for the most part, like things the way they are. When you present something that challenges the status quo, many people (friends, relatives, co-workers) will feel threatened.

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G ETTING STARTED (3) To get some kind of structure in the creative process for FMP you can follow the next steps: 1.Preparing 2.Researching 3.Selecting 4.Translating 5.Concepting

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P ROCESS (1) Preparing Making an inventory of what the exact goal is. Collect all the things (like paper, pencils, scissors, templates etc) which are necessary to illustrate the creative process to get one or more concepts ()

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P ROCESS (2) Researching Study trends/developments, get inspired and defining what the special characteristics of the property and environment are ()

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P ROCESS (3) Selecting Choosing those trends and characteristics which represents the location/place the most. The identity of the property and/or environment is very important ()

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P ROCESS (4) Translating The chosen trends and characteristics are translated into some ideas best/crazy ()

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P ROCESS (5) Concepting The ideas are being used for developing new and implementable concepts, supported by pictures, movies, illustrations and drawings (cutting method)

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Case study assignment (day 2) Brainstorming on a concept for a FMP and essential tools to come up with that concept (how and why that particular concept) For a specific type of shopping centre within Corio portfolio: The Access to Retail study was a very important source, also own experience and expertise Every group (4) should come up with two idea: best & crazy TypeCase study centre Community shopping centre365, Ankara, TK Regional shopping centreGrand Littoral, Marseille, FR Inner city shopping centrePieter Vreedeplein, Tilburg, NL Transit orinted shopping centrePrncpe Po, Madrid, ES

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 In 45 minutes time each group came up with some ideas/concepts Despite the relatively short periode of time every group was able to think of two ideas/concepts caused by a good flow within the groups, the right preparations using the cutting method Concepts for Transit orinted shopping centre: Prncpe Po Madrid: BEST IDEA:Your Destiny CRAZY IDEA:Transista

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Defining characteristics

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 BEST IDEA: Your Destiny

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 CRAZY IDEA: Transista

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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Underlying purpose of this assignment was a wider implementation of using creative skills and tools in Corio and help each other in efforts to create a FMP It was a very good and inspirational session with a lot of creativity in a relative short period of time The concept was defined top down Next step: a practical check for every idea/concept is needed (this was not part of the assignment) This practical check could be made by finding business plans that put the concept in practice and adds value/generates positive cash flows

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S OME DEFINITIONS (1) Concept: a creative idea to realize a specific objective. Most of the time a concept is a first thought of a (new) product, advertisement campaign, a (new) shop or marketing strategy. It is often an idea which has to be further detailed and/or developed Conceptual thinking: a way of integral thinking, from different disciplines/departments one brand concept is being developed. A brand is stronger and more succesfull if a concept is leaning over all the activities like an umbrella

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S OME DEFINITIONS (2) Imagineering: Is about rethinking the essence of an organization. Imagineering is a combination of the words imagination and engineering. Creativity, expertise and technological improvements are being combined to tell distinguishing, experienced stories Innovation: All activities aimed towards modernization/renewal. Development of new things or ideas. Innovation is a tool by which organizations can improve their competitive position and efficiency

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