Case Study

670 Chapel—Celebrate everyday in the finest way.

Brief

Brandworks was engaged to iconise the existing, dated Vogue Plaza shopping centre in South Yarra, Melbourne to appeal to a broader market and compete with a new centre opening in the neighbourhood.

This was done through a full rebrand including renaming and an extensive launch campaign which was rolled out online and through promotional material.

CHALLENGES

Changing the local perception of Vogue Plaza to something relevant to the area was always going to be challenging. Surveying residents and asking them on their needs, wants and aspirations made it clear that the plaza was not delivering on what locals wanted. Neither did the name, with the majority indicating they did not know what it was, but rather using the anchor tenant, ‘Big W - a budget priced department store’ as the plaza’s main reference point. In addition, the retail tenancy mix was not aligned to the target demographic, resembling more lowly-priced, budget retail than the desired affluent retail and amenity. Changing the retail mix and attracting operators who were aligned with the local tastes would take time, contributions and incentives to introduce and complete in a holistic way

Solution

BrandWorks sought to strategically reposition the centre in alignment with a wider target market. The rebrand saw the development of a new, fresh and contemporary identity for the space, centred around elevating the everyday. The project evolved into a place-making strategy that allowed customers to ‘celebrate every day, in the finest way’.

OUTCOMES

• Reinvention of everyday shopping facility

• Brand alignment from end to end

• Extensive launch campaign

• Vastly-improved leasing uptake

• Low vacancy rate

• Inspired customer base