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Bentall Centre

Where Style Reigns

With an atrium that is higher than the dome of St Paul’s, The Bentall Centre is the largest shopping mall in South West London, and Aviva Investors’ trophy asset within their retail portfolio. We were briefed to create an identity that would attract desirable fashion retailers and affluent consumers, whilst fighting off competition from the supermalls.

Client: Aviva Investors

Sector: Retail

Services provided:

Analysis and Insights
Branding
Seasonal campaigns
Art direction
Photography
Editorial including content
Advertising
Digital advertising
Website UX, design, build, support and maintenance
Digital marketing
Social media support

Led by seasonal fashion campaigns we created a brand that behaves like a premium retailer; aspirational, confident and adaptable to the kaleidoscopic nature of fashion.

By using a fashion journalist to create trend content the brand is presented as a fashion authority both online and in 'Reign' magazine.

Considered UX and premium design has been rewarded with strong data results that includes an increase of dwell time of 2+ minutes and 65% more new visitors.

Positioning the asset as a ‘fashion destination’ has increased its investment value and attracted premium retailers.

Since rebranding there has been an increase in catchment, average customer spend and brand awareness.