About

Centrum Galerie is a shopping center on the Prager Strasse in Dresden. Originally developed by Multi it opened on 17 September 2009. In a famous location it took its name from the former Centrum department stores of the trade organization of the GDR.

A maverick positioning

Brief

What do you do if you have a shopping and entertainment centre only a few yards away from a mid-market powerhouse. Perhaps the best thing to do is to not to take them on head-to-head, but rather develop your own unique position. Perhaps give the people of Dresden something inspiring; something for them to be proud of. But what?

Solution

For Corio the answer lay in understanding the city. With a largely overlooked student population of 36,000 we had a ready made market of young, dynamic, fast fashion consumers, just looking for a place to call their own. Blend this with a fast fashion leasing approach and you’re onto a winner.

Result

So our path was clear. Establish a young brand position and deliver this within a system that allowed for the brand to become a maverick – irreverent, dynamic and constantly changing. A brand designed to inspire individuality.