Groupe LeÃ§on has created an interactive display designed to promote The Mall, Capital & Regional’s UK-wide community shopping centre brand, to the business community.
The group’s work, which launches in November to potential retailers, ‘intends to redefine the shopping centre experience with a highly kinetic and interactive approach’, says Groupe LeÃ§on design director David Lett.
‘It’s about making the brand accessible and moving towards an individual, not generic experience. The property market hasn’t been as quick as other sectors to adopt new technology. We wanted to give a leading edge feel and get the brand message across using new media,’ he says.
‘This is an interactive experience that highlights The Mall’s significantly different approach to creating innovation and new offers in shopping centres,’ says Lett.
The Mall Corporation, part of Capital & Regional, owns 11 centres across the UK, but intends to increase this to 35 in the next three years, with a total value of £2bn. All centres have been rebranded.
The Mall Corporation chief executive Ken Ford says, ‘The Mall will be the UK’s leading community shopping centre brand within three years. It will bring a dynamic and fun environment to local shopping and it will offer exceptional business opportunities to all our commercial partners.’
The project follows the consultancy’s initial work on The Mall’s corporate identity, which launched last month. It was created in association with WPP Group-owned marketing group Redcell.
Groupe LeÃ§on was awarded the work without a pitch.