Background
Carrefour Property in Turkey asked CBA to work on the redesign of a shopping mall in Maltepe, a lively and popular district in Istanbul. This mall had been losing momentum, despite the availability of potential consumers, because of its impersonal image, and its weak customer experience. The shopping mall needed to address a changing market, and more active competitors, by adapting itself to consumer expectations that had hitherto been ignored.
True Vision
The objective for the renovation was to associate the center more strongly with the characteristics of its local area and core family customers: welcoming, warm and generous. A colourful space has thus been created inspired by the themes of joy and vitality, and based around the notion of a ‘contemporary urban park’, to create an environment that will build loyalty with existing customers as well as attract new ones.
Creative Expression
The customer path was completely redesigned using vivid colours representing joy and optimism. A childlike logo and a warm look and feel with bright colours and rounded shapes were designed to engage families looking for novel and engaging events.
Results
The re-design and renovation of the mall increased considerably the frequency of visits and created a welcoming and family-friendly environment.
