WEMBLEY PARK MARKET
Creating a responsive and localised community space to nurture independent traders, bringing a unique experience and spirit to the high street whilst also acting as an incubator platform for the future retail strategy at Wembley Park.
Our challenge on this project was to create a place that provided a platform for local and start-up brands to come together, resulting in a vibrant, social retail space. With the retail landscape becoming more challenging everyday, our team looked to create a unique, localised and adaptive retail environment that would enable local emerging brands to test the world of physical retail.
We undertook a research and insight phase to gain a deep understanding of the local area, catchment demographics, industry trends and community insights. From the insight stage we identified a unique brand opportunity, relevant to the location that would appeal to local people, visitors and tourists alike.
The solution focussed on creating a market hall with ultimate adaptability and an over-arching aesthetic of new-age retail, allowing each individual trader to shine. We created a place brand personality that stood out from the crowd and spoke directly to the desired audience.
The success of the market hall concept was influenced by our close working relationship with the asset owner and their willingness to adopt a progressive business model that sees traders selected and introduced to the market via short term, low risk licenses.
Project scope: Research & insight / Strategy & positioning / Place branding / Environment design / Communication design / Curation & launch / Review & optimise.