Reconception Intelligent Asset Management

April 2012

SCG London Page 2

SCG London – Strategic, Branding & Design

This presentation was given to an audience of real estate professionals at the annual international Real Estate Exhibition (REX) in Moscow on 24th April 2012.The following numbers and notes refer to the individual presentation pages.

1. The title ‘Reconception’ was given by the conference organisers. The subject is now increasingly topical given the number of existing centres that need to effectively compete with new developments and require upgrading to maintain market share.

2. SCG London’s particular experience working internationally and in Russia on retail, banking and real estate sector projects provides a particularly wide perspective on strategic branding and design.

3. Some shopping centre clients are shown including Galactica Park the recently announced major Moscow development which is to include an indoor Universal theme park and 20,000 seat Arena managed by AEG.

4. Re … Conception does not exist in English as a word but we all understand what it means. The two dictionary definitions for ‘Re’ and ‘Conception’ capture the essence of what is involved. ‘Re’ is about ‘reactivating’ and ‘refreshing’ and Wictionary’s ‘original reconceived in a new way’ is a useful action summary!

5. It is accepted that Shopping Centres today must be far more than simply places for shopping – they should be potentially be unique place brands – first choice destinations for socialising and enjoying experiences.

6. The aims of any reconception strategy are defined for each key audience and stakeholders i.e. the visitors and shoppers, tenants, owners/investors. Ultimately the capital value of a centre is dependent on the level of tenant sales. Optimum rental yields and commercialisation require successful tenants who will attract the target customer groups and achieve optimum spend. The test is the ‘sellability’ potential of the centre i.e. achieving maximum asset value.

SCG London Page 3

SCG London – Strategic, Branding & Design

7. The wide range of centre audiences is outlined. The challenge to create an appropriate positive differentiation factor that will make a development their first choice. Rebranding must address the multifaceted aspects of a centre as a destination, workplace, retail and service brand.

8. Defining what a centre is best known for is an ongoing challenge. This starts with defininig the desired image and profile, phased environmental treatments, redefining the tenant mix strategy and, importantly, developing a best-in-class management culture and organisation.

9. Some key touchpoints that can make or break a positive perception of visitors and shoppers are listed as a typical pre visit, visit and post visit experience. Each interaction is an opportunity to reinvent or reposition a previous perception.

10. Social media is the subject of another presentation but its importance and potential as part of reconceiving the image and activities of an existing centre cannot be underestimated. However, it is like riding the tiger … great while you are in control – very bad news if you lose it! Managing any social media strategy is about entertaining, creating a dialogue and keeping promises – it is not simply another advertising channel.

11. This is a typical centre management team structure. The key issue is achieving a shared vision across all the individuals and companies involved, managers, suppliers and subcontractors. As in any service sector ‘people make the difference’. Managements previously saw their role simply as facility managers and landlords. Now they need to see themselves in a collaborative retail partnership with their tenants. The aim is to help retailers achieve maximum sales not simply extracting maximum rentals.

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SCG London – Strategic, Branding & Design

SMOLENSKIY PASSAGE

12. Smolenskiy Passage has been included as an example of a well-known Moscow centre which needed to regain its previous premium reputation.

13. Some ‘before’ images show the clutter of fire escape stairs, poor planning, dull uninspiring environments and uncontrolled graphics and signage.

14. This extract from the new brand manual defines the history and traditions represented by the name. It therefore provides a vision to live up to in terms of quality and uniqueness.

15. The brand message – ‘New Traditions’ – provides a brand platform for the centre offer and activities – the best classic and contemporary profile and propositions.

16 – 28. Images and photographs of the new media and environments developed for the centre. The final centre will double in size as the adjoining site is completed linked to the existing centre by a connecting enclosed footbridge. This will require zoning of the centre to create individual destination areas. Example ‘places’ are shown to help vistor orientation with their respective positioning message – Piazza, Mezzanine, Terrace, Fashion Studio.

FESTIVAL

29 – 33. Festival has been included as an example of a mass market centre which was first reconceived while under construction in 2005. The original drawing illustrates the planned anonymous mediocre building development. Our task was to come up with a name and brand identity which creates a robust brand vision and overall concept treatment of exterior and interior design.

SCG London Page 5

SCG London – Strategic, Branding & Design

Festival has become one the best performing centres in Moscow and proved the professionals wrong who had advised it was in the wrong location. Its success is based on the high quality of experience and the strong brand personality that informs its approach and activities. This has successfully differentiated it from its potential better located competitors.

34 – 42. No centre can stand still however successful and 2011 we were asked to upgrade and refresh the centre. This covered updating the marketing message and style, creating more dynamic attractive service points, upgrading seating and mall furniture, and modernising the food court zone. The food court was planned and designed to reflect latest best practice and satisfy a more demanding and discerning visitor.

New graphics and signage can transform spaces and environments andprovide a highly cost effective and flexible refreshment of the external architecture andinterior environments. Changes to lighting, finishes and remodelling represent more significantinvestments but can be phased and planned to provide step-by-step improvements.

Ensuring marketing and communications are kept relevant and distinctive is an ongoingchallenge to enhance the designed profile and positioning. Achieving a truly sustainablemarketing strategy and concept is a key challenge – relaunches are fine but maintaining freshness and a sense of ‘always something special’ must be a priority for every centre management.

43. The last slide is an image of a Festival back-of-house corridor. The use of unique characters developed for the centre is a simple example of making the centre staff always to feel part of a special brand culture.

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SCG London – Strategic, Branding & Design

In conclusion, this presentation has aimed to show how any reconception must be based on a robust and distinctive brand vision. Every centre activity, investment and upgrade needs to be carefully aligned to achieve a true synergy of approach. This will enable to optimum returns on investment i.e. real intelligent asset management!

Each centre has its own specific issues and challenges. If you need further information or clarification, please contact me on clive@scglondon.com

Clive Woodger

SCG London Page 7

Мы ‐SCG London – Strategic, Branding & Design

SCG London Page 8

Our Centre Clients Include…

About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding About SCG London | Retail | Financial Services | Real Estate | Corporate and Employer Branding

Our Clients Include...

COFFEESHOP

SCG London Page 9

Some Definitions

Re….

once more… afresh…anew…re accustom…re activate…

Re+conception – ‘original reconceived in a new way’ Wiktionary

Conception

‘the forming or devising of a plan or idea’English Oxford Dictionary

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Some Definitions

Shopping Centre - ?

Centres are now destinations for • Socialising • Leisure • Entertainment • Wellbeing/lifestyle • Thecommunity… ... and shopping

‘Creating Experiences’

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Some Definitions

Centre Reconception Strategy –

The aim is to • createaddedvalueexperiencesforvisitors and shoppers

• improve the sales performance of the tenants

• achieve highest rental yields and optimum commercial income

‘Maximum Capital Value …. Sellability’

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Some Definitions - Brand Differentiation

Re… creating a first choice perception for target audiences

customers statutory

tenants

politicians

investors

the media

interest groups

visitors

management

staff

partners

the community

Re..branding = existing image and reputation development

Multi-faceted Brand

DestinationOrganisation

ServiceRetail

FinancialWorkplace

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Reconceiving a centre - Making it relevant

• Image and Profile – marketing, events and activities

• Venue Environment - Communication, signage, graphics - Décor upgrades – lighting, materials, finishes - Remodelling, extensions

• Tenants and Facilities mix – appropriate brand profiles, zoning and adjacencies

• Management culture – the best people and services

‘What are you known for?’

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Asset Management - Brand Touchpoints

Rethinking opportunities ... Reinventing experiences

Asset  Management  …  Brand  Touchpoints                          

Equity

Income

 word  of  mouth,  sms…  

 adver>sing,  direct  marke>ng  

 web  site,  social  media  

 promo>onal  publicity  

 posters,  street  signs  …  

 collateral  …  

bags,  cards,  leaflets  

 assurance,  memories  

reminders,    triggers,    

aier  service  …  

 customer  journey…  

an>cipa>on  …    moments  of  truth  

 first  vistas,    approach,  process,    

layout,  environment,  products,    

staff,  facili>es,  exit  experience  …  

Managing  the  Process  –  Physical  …  Human  …  Technical    

coordina%on  …  consistency  …  control  …  

Brand  Touchpoints  

Awareness  Promise  

Customer  Journey  Visit  

A]erglow  Sa%sfac%on  

Image  and  Reputa%on   Brand  Equity   Income  /  Value  

‘crea%ng  desire’  

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Social Media Challenge

Social Media Challenge Creating a ‘joined up’ social media strategy

•RussiaissecondplaceinEuropeintermsofInternetaccess. •57million Russians use Internet at least once a month (43% audience increase in last 2 years)

•22millionusersaccessInternetviatheirmobilephones.

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A renewed management culture? - Less landlord facilities manager More retailer partner

Centre Management TeamPA & NetworkAdministrator

CentreDirector

Fire Officer

EnvironmentalC0-ordinator Retail LiaisonClerk of Works

Bldg. Ops Commercialisation

Marketing

System &Administration

System &Administration

System &Administration

System &Administration

System &Administration

System &Administration

SecurityHousekeepingMaintenance

MarketingAsst CentreDirector

OperationsBldge. Srvs

New shared visions... aspirations Changing mindsets... “our people make the difference”

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Smolenskiy Passage, Moscow

2009 Challenge - Phased upgrading of a well known city centre venue. Re-planning tenant space to ‘open up’

complex vertical mall

Strategy - Creating a premium destination for a two stage

development programme - phased identity, communications,

environments

Smolenskiy Passage Reconception

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The ‘Before’

June 2009

Smolenskiy Passage - Dull, Cluttered and Confused

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Smolenskiy Passage - Build on the name

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Smolenskiy Passage - Brand Message

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Smolenskiy Passage - A renewed landmark

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Smolenskiy Passage - Media touchpoints

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Smolenskiy Passage - First Impressions

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Smolenskiy Passage - First Impressions

Entrance wall : See detailed drawing pack for material specifications

0.000

+8.400

+4.200

Contrasting colour in the same material as the rest of the wall cladding.

SCG London Page 25

Smolenskiy Passage - Entrance Piazza

‘a vibrant city space – always something happening’

ПИАЦЦА

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Smolenskiy Passage - New Planning

First floor plan option Anot to scale

Key1 SCP banquette seating2 Champagne bar with moveable screen3 Champagne bar table seating with moveable screen4 Info reception5 Advertising6 Graphic wall treatment7 ATM8 Parking ticket machine9 10 Secondary promotion 11 Segis bench12 Toilet wall graphic13 Floor standing lamp14 Big event / exhibition

SPW - 5001 Main totem directorySPW - 5002 Freestanding - floor directorySPW - 5003 Wall mounted - floor directorySPW - 5004 Ceiling sign 1500x300 - directionalSPW - 5005 Wall/column 400x300 sign - directionalSPW - 5006 Wall / column 200x200 sign - directionalSPW - 5010 Info lecternSPW - 5011 Business directory

NoteAll furniture elements (including champagne bar) to be moveable to allow for special events, i.e. fashion show

WC cube

Info lectern SPW - 5010

SPW - 5004

SPW - 5004

SPW - 5004SPW - 5011

SPW - 5001

SPW - 5001

SPW - 5005door info stickers to toilet doors

SPW - 5006

1

1

5

214

3

7

8

4

11

12

13

6

1

5 5 5

10

10

10

10

10

10

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Smolenskiy Passage - Activity Zones

0.000 0.0000.0000.000

+2.100+1.800+1.800

+4.900

+8.000

-2.100

-2.750

+11.100

+14.200

+17.300

+4.200

+6.300

+8.400

+10.500

+12.600

+16.800

+4.200 +4.200 +4.200

+8.400

+12.600

+16.800

+20.400

+12.600

+8.400 +8.400

+12.600

+16.950

+15.700

+21.450

-4.950

+21.150

1600

+4.200

19 201 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Piazza‘a vibrant city space – always something happening’ Mezzanine‘fashionable place to take a break’ Terrace‘a special place to eat, drink and socialise’

Fashion Studio‘Moscow’s premier designer collection’

1

2

3

4

2

1

3

4

4

3

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Smolenskiy Passage - Fashion Destination

Fashion Studio‘Moscow’s premier designer collection’

ФЭШН СТУДИО

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Smolenskiy Passage - The Mezzanine

‘‘the fashionableplace to take a break’

МЕЗОНИН

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Smolenskiy Passage - The Terrace

‘a special place to eat, drink and socialise’

ТЕРРАСА

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Smolenskiy Passage - Brand Touchpoints

Информационный столПластиковый световой короб на металлической основе.

Изображение печатается на пленке, которая наносится на обратную сторону верхней 10мм прозрачной панели, закрепленной на металлической раме.

Внутренняя подсветка белым светом (светодиоды).

Карманы для брошюр

Цвета представлены в Pantone и CMYK

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

402 EC

C 14M 2Y 100K 16

397 EC

1100mm

30

720mm

Магазины и рестораныРасположение и информация

700mm

1200mm

Basement Level 1 Level 2 Level 3 Level 4

1

2

34

5

6

7

14

15

1 2

3

4

5

7

891011

12

13

16

1718

19

20 21 2223

6242526

27

14

15

1 2

3

4

5

7

891011

12

13

16

1718

19

20 21 2223

6242526

27

1

2 - 4

5

6

7

8

9

15 16 - 18

19 20 22 21

10 11

12

14-13 23

24

25 26 -28

29

21 3

4

56

7

8

Info lectern directories

Note : All dimensions and details should be crossed referenced and checked with technical drawings supplied to contractors. All details should be confirmed with the client prior to installation..

Info Lectern SPW - 5010

SCG London Page 32

Smolenskiy Passage - New ArchitectureHigh level wall texture : Digitally printed walllpaper or masked and painted directly to the wall finish

Produced as either a digitally printed wallpaper or painteddirectly to plastered/painted wall finish.

Colour matched toPantone references shownOr cmyk breakdowns provided

C 0M 6Y 14K 31

402 C

SCG London Page 33

Smolenskiy Passage - Entry Exit Experience

PБАНКОМАТ ОПЛАТАПАРКОВКИ

Colour matched toPantone references shownOr cmyk breakdowns provided

C 30M 72Y 74K 84

476 EC

C 20M 25Y 29K 61

404 EC

C 13M 17Y 20K 36

402 EC

C 14M 2Y 100K 16

397 EC

CAR PARK800mm

800mm

CAR PARK

SCG London Page 34

Festival, Moscow

2005 Challenge - creating a mass

market city centre ‘for the family’ - differentiating from 70 other

centres in Moscow …!

Transforming a mediocre building development in progress to an

international standard retail venue.

Strategy - creating an inspiring Vision and Ethos - name …

imagery … personality … venue ... experience …

Festival - The Challenge - Concept Reconception!

SCG London Page 35

Festival - The Proposition

Festival, Moscow

Vision & Values

Celebration Excitement Choice Freedom Fun Freshness

SCG London Page 36

Festival - Inspiring Name

Festival, Moscow

The Identity

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Transforming the architecture & environment

Festival, Moscow

Festival - Transforming the architecture & environment

SCG London Page 38

Festival - Day And Night Impact Day and night impact

Festival, Moscow

SCG London Page 39

Festival Refreshment 2012 Seasonal Freshness

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Festival - Seasonal Freshness

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Festival - Service Impact

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Festival - Service Impact

i02.

05.

11.

4500 T

BC

.

3000 T

BC

.

10. 05. 08. 12.

02.

1000

700

25

01.

10.

09.

03.

05.

10.

06.

04.

R 700

R 100

R 50

0

R 11

00

R 352

R 883

R 70

0

R 30

0

R 5

0

R 1

00

R 50

R 1

00

R 100

R 700

R 100

R 10

0R

300

6° 10°

25°

10°

6°

4° 24°

600

700

31°

R 100

3°

5°

18°

6°

R 90

0

11.

02.

3450

3575

07.

08.

R 550

R 75

0

R 730

R 9

50

450

50

12.

01.

04.

01.

11.

02.

500 T

BC

.

04.

WELCOME ZONE INFO. DESK - PLAN AT 1300MM AFFL

WELCOME ZONE INFO. DESK - PLAN AT 25MM AFFL

A ~

WELCOME ZONE INFO. DESK - ELEVATION A

WELCOME ZONE INFO. DESK - ELEVATION B

B

~ VARIES

250

675

25

13°

10.

05.

03.

WELCOME ZONE INFO. DESK - SECTION C

C ~

NOTES

01. WELCOME ZONE INFORMATION DESK

02. RAL FINISHED LIGHTWEIGHT TUBULAR STEEL

POLE SECURELY FIXED THROUGH FLOOR FINISH

TO STRUCTURAL SLAB. REF: RAL GREEN 6018

03. MDF CARCASS WITH MOLDED RESIN FINISH TO ALL

WELCOME DESK SURFACES. REF: CORIAN SILVER BIRCH -

WWW.CORIAN.CO.UK

04. GATE FLAP & DOOR FINISH TO MATCH DESK.

REF: CORIAN SILVER BIRCH

05. MOLDED RESIN FINISH TO HIGH LEVEL SHELF SUPPORTS.

REF: CORIAN SILVER BIRCH

06. 2No. WORKSTATIONS TO WELCOME DESK

07. POWER & DATA REQUIREMENTS TO WELCOME DESK TBC.

08. WELCOME DESK TO HOUSE LOCKABLE LAMINATED

STORAGE CUPBOARDS & DRAWERS. DETAILS TBC.

09. DOTTED LINE DENOTES LOWER SECTION OF

ANGLED DESK FRONT

10. MOLDED RESIN FINISH T O HIGH LEVEL SHELVES

ABOVE DESK TOP

11. ALUMINIUM FRAMED INTERNALLY ILLUMINATED

SIGN BOX WITH WHITE OPAL ACRYLIC FACE FRONT

& BACK. STOVE ENAMELLED RAL FINISH TO SIDE PANELS,

TOP & BOTTOM. REF: BLUE RAL 5017

12. LAMINATED RECESSED PLINTH. REF: PAPAGO MASTIC M017 -

WWW.POLYREY.COM

АННОТАЦИИ

01. ИНФОРМАЦИОННАЯ СТОЙКА ЗОНЫ ПРИВЕТСТВИЯ02. СТОЛБЫ ИЗ ОБЛЕГЧЕННОЙ СТАЛИ , ПРОХОДЯЩИЕ

ЧЕРЕЗ ОТДЕЛКУ ПОЛА И ЗАКРЕПЛЕННЫЕ НА ПЛИТЫКОНТРУКЦИИ И ВНУТРЕННЮЮ ЧАСТЬ ЭСКАЛАТОРАОТДЕЛКА: RAL GREEN 6018

03. КАРКАС ИЗ МДФ, ПОКРЫТИЕ ИЗ ФОРМОВАННОЙРЕЗИНЫ ДЛЯ ВСЕХ ПОВЕРХНОСТЕЙ СТОИКИ. REF:

CORIAN SILVER BIRCH - WWW.CORIAN.CO.UK

04. КРЫШКА И ДВЕРЬ В СООТВЕТСТВИИ СО СТОЙКОЙ.

REF: CORIAN SILVER BIRCH

05. ФОРМОВАННАЯ РЕЗИНА НА ПОДДЕРЖИВАЮЩИХЭЛЕМЕНТАХ ПОЛОК ВЫСОКОГО УРОВНЯ.REF: CORIAN SILVER BIRCH

06. 2 РАБОЧИЕ СТАНЦИИ НА СТОЙКЕ ПРИВЕТСТВИЯ07. ЭЛЕКТРО- И ДАТА ТРЕБОВАНИЯ ТРЕБУЮТ ПОДТВЕРЖДЕНИЯ 08. СТОЙКА ПРИВЕТСТВИЯ СОДЕРЖИТ ЗАПИРАЮЩИЕСЯ

ЛАМИНИРОВАННЫЕ СЕКЦИИ И ЯЩИКИ ДЛЯ ХРАНЕНИЯ,СПЕЦИФИКАЦИИ ТРЕБУЕТ ПОДТВЕРЖДЕНИЯ

09. ПУНКТИРНАЯ ЛИНИЯ ОБОЗНАЧАЕТ НАКЛОННУЮФРОНТАЛЬНУЮ СЕКЦИЮ СТОЙКИ

10. ОТДЕЛКА ПОЛОК НАД СТОЙКОМ - ФОРМОВАННАЯ РЕЗИНА11. КОНСТРУКЦИЯ ВЫВЕСКИ - РАМА ИЗ АЛЮМИНИЯ, ВНУТРЕННЯЯ

ПОДСВЕТКА, ФРОНТАЛЬНАЯ И ЗАДНЯЯ ПОВЕРХНОСТИ ИЗБЕЛОГО АКРИЛА БОКОВЫЕ, НИЖНЯЯ И ВЕРХНЯЯ ПОВЕРХНОСТИ -

STOVE ЭМАЛЬ REF: BLUE RAL 5017

12. ЛАМИНИРОВАННАЯ ВСТРОЕННАЯ ПЛАТФОРМА. REF:

PAPAGO MASTIC M017 - WWW.POLYREY.COM

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Festival - Stylish Comfort

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Festival - Stylish Comfort

01. 02. 03. 04. 05.

07.

08.

06.

09.

09.

03. 07.08.06.

05.

04.

BASEMENT LEVEL PARK FESTIVAL - SECTION A

BASEMENT LEVEL PARK FESTIVAL - PLAN

A ~ A ~

'RED A CHAIR'www.conranshop.co.uk

'WHITE BISTRO TABLE DIA. 77CM'www.conranshop.co.uk

'DOUBLE SHADE'www.moooi.com

'RED TWIGGY' FLOOR LAMPwww.scp.co.uk

NOTES

01. 9No. BISTRO CHAIR REF: 'RED A CHAIR' BY THE CONRAN SHOP -WWW.CONRANSHOP.CO.UK

02. 3No. BISTRO TABLE REF: 'WHITE BISTRO TABLE DIA. 77CM',BY THE CONRAN SHOP

03. 5No. FLOOR LAMP REF. 'RED TWIGGY' BY SCP - WWW.SCP.CO.UK04. 3No. PLANTER BENCHES - REFER TO FOLLOWING DETAIL05. 3No. INTERIOR PLANTED OLIVE TREE06. 3No. FLOOR LAMP REF. 'DOUBLE SHADE' BY MOOOI07. 30MM THK. PLYWOOD BENCH WITH COLOUR

CORE FINISH - REFER TO FOLLOWING DETAIL08. 30MM THK. PLYWOOD STOOL WITH COLOUR

CORE FINISH - REFER TO FOLLOWING DETAIL09. SELF ADHESIVE FILM GRAPHIC TREATMENT TO

ESCALATORS - REFER TO GRAPHIC MANUAL

АННОТАЦИИ

01. 9 СТУЛЬЕВ ДЛЯ БИСТРО: 'RED A CHAIR' ОТ THE CONRAN SHOP -WWW.CONRANSHOP.CO.UK

02. 3 СТОЛОВ ДЛЯ БИСТРО: 'WHITE BISTRO TABLE DIA. 77CM',ОТ THE CONRAN SHOP

03. 5 РАПОЛЬНЫХ ЛАМП 'RED TWIGGY' BY SCP - WWW.SCP.CO.UK04. 3 СКАМЬИ СО ВСТРОЕННОЙ КЛУМБОЙ05. 3 ОЛИВКОВЫХ ДЕРЕВА ДЛЯ РАЗВЕДЕНИЯ В ПОМЕЩЕНИИ06. 3 НАПОЛЬНЫЕ ЛАМПЫ. 'DOUBLE SHADE' ОТ MOOOI07. СКАМЬЯ ИЗ 30MM ФАНЕРЫ, ОТДЕЛКА - COLOURCORE -СМ СЛЕД ДЕТАЛЬ

08. СТУЛ ИЗ 30MM ФАНЕРЫ, ОТДЕЛКА - COLOURCORE 09. ГПАФИЧЕСКОЕ ОФОРМЛЕНИЕ С САМОКЛЕЮЩЕЙСЯ ПЛЕНКОЙ

- СМ ГРАФИЧЕСКИЙ ПАКЕТ

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Festival - New Food Experiences

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Festival - New Food Experiences

NOTES:

01. CAFE02. JUICE BAR03. ICE CREAM BAR04. CINEMA ENTRANCE

LEVEL 2 CAFE PLAN АННОТАЦИИ:

01. КАФЕ02. СОК БАР03. БАР МОРОЖЕНОГО 04. ВХОД В КИНОТЕАТР

04.

01. 01. 01.

03.02.

ZONE 1_187 COVERS ZONE 2_196 COVERS ZONE 3_194 COVERS

TOTAL COVERS = 577

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Festival - Graphic Fun

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Festival - In-House Fun