Val Saint-Lambert
The Home of Re-Creation.
An extensive mixed-use site in the midst of regeneration, steeped in the thriving past of the Val Saint-Lambert crystal works. Breathing new life into the story of a "re-creative" project, undertaken with respect for the past, and a focus on the future.
Mapic 2019 Awards : Best futura shopping center.
Industries
- Shopping Centres.
Skills
- Strategy,
- Naming,
- Brand Design,
- Retail Design.
Challenge
The focus is on relaunching a previously dormant project and giving it a much-needed boost, by rejigging its foundations and establishing it as an impressive large-scale project for implementation over several years. Exploring the site's history while embracing a modern approach, and ultimately creating an experience and identity that live up to the ambitions of this exciting project. It's an important vector for the economic redeployment of the Grand Liège region, with a clear focus on buildings, some of which have already been reassigned.
Solution
The idea is to create a destination for experience seekers: a place, a name, a history, a heritage, a project! Val St Lambert is all about diversity of use, with a retailtainment vision and approach. The repositioning was deemed worthy of an international award in 2019, winning the MAPIC Award for Best Future Development.
A mixed-use site
Capitalising on the appeal of retailtainment hubs. A conference centre, hotel and offices on one side; and on the other, a leisure centre and eco-park. A little further on, there are spaces for walks, various amenities and a retail village.
A brand platform
Based on the founding principles of this vast and ambitious project, the brand platform has been built on key values, to become: a place, a name, a history, a heritage, a project.
Three double-edged values embody the project, reflecting the brand identity: industry and craftsmanship, creativity and commerce, and respect for the past with a focus on the future.
Re-creative
The brand identity is rooted in the "re-creative". The site is becoming creative again, exploring its roots to modernise and stay in tune with the times, all as part of a process of permanent renewal.
Consistent brand markers for a smooth customer experience
Identifying the various sites and locations through recognisable concepts. Accentuating successful brands to create a positive feel, but giving the window displays a new look to fit in with the 're-creative' idea. At the heart of the retail experience, a promenade for strolling, meeting, and taking some time out. To direct customers and curious, a customer journey punctuated by rich and varied interactions but above all natural and fluid offers recognisable touchpoints to help the project stand out And finally, soft mobility will be key, focused on the unusually accessible nature of the site.
