BCSC - Retail General - Landlords To Think More Like ‘Brandlords’

Date: 14 Nov 2002

Landlords must increasingly think like ‘brandlords’ as the retail sector continues to become more sophisticated in line with consumer needs and desires, according to Ralph Ardill, Marketing and Strategic Planning Director of design and communications company Imagination.

Speaking to an audience of retailers and developers at BCSC 2002 Annual Conference and Retail Showcase, he told them:
“The future is indeed bright for those shopping centre brands with the conviction and passion to illuminate it for us. Shopping places of the future must become much more inspiring, provocative and surprising as well as a much more integral part of the communities they serve. To do so, however, will require a significant mind-set shift across the retail property industry which will need to consider these destinations as powerful and passionate consumer brands in their own right.”

“Shopping centres have been successful, but like any strong brand they must have a point of view on the world. Schemes such as Bluewater have provided a start down that road. Projects that we have been involved in such as the Guinness Storehouse in Dublin, which is a complete mixed-used development incorporating a visitor centre, two bars, a Gallery, an international training centre for the company and the company archives, provide an illustration of what is possible when an FMCG (Fast Moving Consumer Good) dares to dream. The Guinness Storehouse also continually resists definition due to the nature of the events that are held there - including art shows, fashion shows, TV broadcasts and club nights.”

Imagination is a London-based multidisciplinary company with offices worldwide specialising in brand experience design for some of the world’s leading companies including Guinness, Ford Motor Company and Coca-Cola.

Where do I go now?: » View the latest news items » View the news archive » Subscribe to Weekly Property Newsletter » Submit news