At a glance
Landsec, one of the UK’s biggest property groups, asked us to partner with them to define a new strategy and brand identity for their highest performing retail outlet, Gunwharf Quays. The goal was to discover a solution that helped Gunwharf Quays widen its catchment and increase sales density – transforming it from an outlet mall, into a must visit destination.
After launch, Gunwharf Quays enjoyed a record-breaking summer trading period and sales have been up overall year-on-year.
The full story
Shoppers have never been so demanding. Heavy high-street discounting means more and more customers are expecting good value, without having to sacrifice on an engaging shopping experience.
With this as our focus, we developed a brand strategy that put emphasis on the multi-faceted identity of Gunwharf Quays, and defined an internal culture focused on great hospitality with a commercial flair.
This internal work was supported with a new high-end visual identity, inspired by the centre’s surroundings. Post launch, Gunwharf Quays saw a 10% increase in visitors from London and a consistent increase in sales.
With the project so successful, Landsec asked us to partner with them on rebranding three more properties within their outlet retail portfolio: Clarks Village, Braintree Village and Junction 32.
10%
Increase in visitors from London to Gunwharf Quays post rebrand
15%
Increase in catchment for Braintree Village post rebrand