Brief
Appointed by Lend Lease to build the Bluewater brand. Commercially, the approach would lead to increased asset value and the establishment of Lend Lease's reputation in Europe. |
Response
Using an approach familiar to consumer brands but alien to the property industry at the time, we broke with convention: 'shopping centre' was out and 'brand' was in. read more
A clearly differentiated positioning was created, one which saw Bluewater turn away from its nearest geographical competitor to face the very best of central London. Subsequently, every aspect of the communication was brand-led. The brand also played a role in informing the retail mix, catering offer, the architecture, design and customer service. |
Results
Bluewater created a new frame of reference in the industry, both as an asset and for its brand-led approach. We are extremely proud of our original Bluewater work, particularly of the recognition it achieved at the ICSC Solal Marketing Awards for 'the first time that a brand has been built in the industry'. |