Mall developers and operators are looking to provide a unique shopping and entertainment experience with strong branding and clear directional signage to move visitors around the mall effectively.
The objective is to attract and keep more people in a shopping mall for longer periods of time, everything from the "fashion, leisure entertainment and food ambience, to the signage and circulation" makes a huge difference to the duration of a visitor stay.
Shopping mall branding and way-finding signage present a particular set of challenges for shopping mall developers and operators. The sheer scale of the brand application, signage and digital media requirement and content extends from the development of the brand Identity, sub-brand identities for food courts and fashion avenues to the approaches, car parks and public transport links, and finally navigation throughout the mall’s 100,000 square meters. This requires creativity and design to put momentum behind the brand as well as meticulous attention to detail during the project management and implementation phases of the navigation system.
At the CampbellRigg Agency, we recommend the inclusion of an integrated digital signage network to display interactive marketing and media content concerning launch events, exhibitions, restaurant dining and fashion label promotions and special offers. The inclusion of digital signage is now seen as a fundamental component of shopping mall operations and is vital in enhancing the visitor experience by educating brand awareness and reinforcing a positive brand promotion experience at the mall.
Digital media content is crucial to the success of the mall communication suite. Its content must be relevant and timely, which, at a basic level simply means running content that relates to super brands, world-class brands and leading local brands to feature shows or massive launches and amenities on the site.
The scale and complexity of mall branding and way-finding signage require meticulous project management, with online tools facilitating the exchange of drawings, location maps and schedules between all organisations involved in the execution of the installation.
We continually benchmark the best in class operations across the globe and on recent business trips to France and Thailand our brand team photographed the latest shopping malls, in the ……….Mall, Paris and EmQuatier Mall, Bangkok
(Please see the images of above and below).
Working with Multi on the refurbishment Marmara Forum Mall, Istanbul, Turkey. Multi is a leading owner, manager and (re)developer of high-quality shopping centres across Europe and Turkey.
Our design team produced the cost planning feasibility study, the interior design concept, community events zones, car park planning and way-finding navigation for Marmara Forum Mall in Istanbul, Turkey
(Please see the Marmara Forum case study).
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