August 12, 2015

Putting the ZEST back into shopping mall branding in Turkey

Air was appointed to rebrand and relaunch the shopping centre Optimum Adana in Turkey as it changed its positioning and retail mix from Outlet Centre to Shopping and Entertainment Centre (SEC). The brand had to be innovative and different from the other retail destinations in the city in order to really highlight the change in business direction and announce the first arrival of the Inditex brands in the city and other key anchors such as H&M. We’ve developed a contemporary, modern and energetic brand with engaging use of colours, great photography and a strong brand message. All centered around a brand design strategy of Z.E.S.T: Zeitgeist, Energy, Service and Trust. These are the pillars of the new brand intended to diffuse into all areas of the mall’s operations.


Optimum Adana is the third and the largest AVM Renaissance Real Estate development under the Optimum brand. It opened in April 2011 and has various retail stores, a hypermarket, more than 25 restaurants, a 10-hall cinema, a 450 m2 ice rink and a 12-lane bowling hall. It’s located in the municipality’s rapidly developing ‘Urban Transformation Area’.