City 2

Create a global universe that highlights the "downtown" location.


YEAR 2018 - 2019

CLIENT AG Real Estate

SECTOR Retail / shopping

DISCIPLINES Strategy (marketing position), Concept (design, furniture, foodcourt, customer service area), Signage & Wayfinding (indoor and outdoor)


How to highlight an urban center in its own right? How to develop a visual attractiveness from the outside despite the fact that City2 is directly connected with the aggressive context of Rue Neuve? How to turn a foodcourt into an attractive place for customers working in the surrounding offices? How to challenge the traffic generated by the upcoming metro in this place dedicated to food? 


Develop a surprising external visual scenography. Create ephemeral events that will be rolled out throughout the center, bringing it to life and encouraging a more dynamic atmosphere, further boosted by the related communication. These events will be present throughout the customer journey. Create a significant contrast between the upper floors, set aside exclusively to the shops, and the so-called metro floor. Create a specific brand for the foodcourt space. This brand identity is expressed through all its communication tools.