On Tuesday 18th June our Russian Director Elena Rozanova, was invited to speak at an event in Moscow, hosted by Colliers International and the Russian Council of Shopping Centres. The regular event included talks regarding architecture, planning and leasing in retail destinations.
Elena spoke about the importance of branding within retail destinations: where developers should start and the process that they must follow to implement successful branding. As designers with considerable experience in retail development, we know that branding is an important part of a shopping centre during the leasing stage and also to attract customers upon opening to the public. Elena spoke of the importance of developers understanding that the branding of a retail destination does not end just because they have received comprehensive brand guidelines, but in fact this is just the beginning of implementing and maintaining a consistent and successful brand identity.