The Mall Corporation, part of Capital & Regional, are the major community shopping centre owner in the country with over 20 centres in their portfolio.  They are progressively introducing the Mall brand to all of them.  The aim being to deliver a high standard shopping experience consistent with their “Shopping as it should be” strap-line.  Adderley Barker have been involved in various “Brand touch point” projects which make the brand much more real in both business to business and business to consumer interfaces, making it much more than just a badging process. 
Two of these are the “Freshen up” project for the public toilets and their management suites.       

“Freshen up”

The toilets along with the approaches to them, plus the parent and baby changing facilities, have been developed to fulfil their brand promise of “shopping as it should be”.  The nationwide Freshen Up campaign reflects core Mall values by being caring, easy and dynamic.

“Delight”, “surprise” and “not the norm” are typical reactions from visitors.  On top of the functional and cleanliness requirements, an avenue of revenue generation has been opened up by use of easily refreshed graphics.

Mall Management Suites

Rather than being remote and hidden away the intention with the new management suites is to make them more accessible and relevant to both customers and tenants.  A bright and contemporary interior gives a consistent brand representation.  It also provides spaces and amenities that deliver services and environments and reinforce the brand both internally and externally for all the different users.