city2light.jpg
 

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)

THE QUESTION

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? 

THE SOLUTION

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.