November 9th, 2010

Written by:scglondonteam

SCG London has created a department store multi-brand offer for one of the leading fashion retailers in the Ukraine

The fashion retail outlets will operate as a proving ground for new brands in the Ukraine such as B-Young, FrankQ, Ichi and Madonna. The first 540m2 depstor opened in Kiev’s Sky Mall shopping centre in September.

SCG London developed name, brand strategy, logo and store design for the new concept.

A deliberately eclectic approach to the pilot store’s design utilises signature elements including stag’s head-shaped clothing hooks in the dressing rooms, bright furniture in the lounge area, antique frames on the walls, bright yellow display elements in the denim area and illuminated signs. Brand colours – warm shades of yellow and grey as a neutral background for colourful collections – are used for interior treatments.

The merchandise reflects the price segmentation and provides a comfortable space for shoppers. The lounge area offers a comfortable and relaxed experience to shoppers where they can register on the brand website, check out the latest collections and use the ‘virtual dressing room’ – a functional and fun innovation leading customers to a closer engagement with the brand.

“We set out to appeal to contemporary Ukrainian customer mindset,” said Clive Woodger, owner and managing director of SCG London. “The friendly, stylish store concept aims to provide a unique experience with frequent collection changes, memorable promotion campaigns and flexible store merchandising facilities”

June 2nd, 2010

Written by:scglondonteam

John Mellor gave a presentation on latest workplace branding strategies

He identified the wide range of interested parties and audiences to be involved in developing successful workplace environments and how latest branding strategies should be an integral element in contemporary office concept thinking.

John’s key message was the current market opportunity for developers and companies to utilise latest thinking and practices in branding environments to create real added value for all parties. There is general agreement that the aim of workplace design is to achieve motivated better performing employees, enhanced company tenant profiles and higher yields for investors. John reviewed the different approaches taken by architects and managements which often ignore the opportunities and benefits of effective branding. SCG London aim to coordinate best architectural design with latest management culture thinking with imaginative environmental and communication media treatments. The test is to achieve memorable place branding concepts.

John noted SCG London’s increasing involvement in business centre branding both new build and existing development upgrades reflects growing developer awareness of the importance of effective market differentiation. Creating a positive sense of place for staff and tenant companies results in increasing property asset values. It also meets the new demands of achieving true sustainability in the reuse and optimising of outdated buildings and the creation of adaptable cost effective working environments.

In John’s view “the conference/seminar provided a positive platform for all parties to exchange latest ideas and I congratulate the organisers for creating a forum for future best practice in Russia”.

If you would like to see a copy of the presentation made by John, please contact Susan Mark susan@scglondon.com

May 13th, 2010

Written by:scglondonteam

Clive Woodger gets an award from the Russian Сouncil of Shopping Centres

Clive Woodger, the Owner and Managing Director of SCG London, spoke at the Mall-2010 Exhibition in Moscow (Russia), as part of a range of conferences and round table discussions.

The theme of Clive’s presentation was the creation of sustainable added values for new and existing shopping centres to ensure effective differentiation.

Post-crisis, centres have to think carefully how to re- vitalize and re-profile their centres as first choice destination brands. Clive provided some thoughts on refresh treatments, marketing, environmental design and temporary special features and activities. After the business part of the event, all participants were invited for a dinner, followed by an award ceremony where Clive was acknowledged with a special Diploma for “Shopping Centres Brand Development Input”.

Among the other 500 participants, the event was attended by specialists from Ernst & Young, IKEA Real Estate, Colliers International Russia, Knight Frank, and other companies working in Russia.

Should you be interested to learn more about the “sustainable added values” approach or find out more about Clive’s Presentation, please contact Natalya Topol on natalya@scglondon.com

Written by:scglondonteam

SCG London designs retail offer for top Russian football club

SCG London have developed a new store design concept for Zenit F.C. – one of the most successful football clubs in Russia.

The new retail store concept is a part of the Zenit F.C. focus to create a more contemporary image of the club and appeal to a wider audience. The pilot store opened in April 2010 in St-Petersburg.

Ross Haxton, SCG London Group Director, says: “Our brief was to create a dynamic new concept which celebrates the history and achievements of Russia’s most successful football club and it’s ambitious plans for the future. The first stage of our project was to define a clear Brand Springboard which characterises the clubs retail vision. The Brand Springboard was then developed into a series of text and visual messages, which included motivational statements to be placed on the store windows and interior environment. Having working with football clubs in the UK such as Chelsea F.C. and Newcastle United F.C. I am confident that the concept allows Zenit F.C. retail to compete with its European competitors and increase both local and international appeal.”

“As the Zenit F.C. retail team have a clear idea of how the stores should function, our focus was to harmonise the key elements of brand message, product display and sales process into a flexible retail format, which could be fine tuned to various site locations. We also worked with Nike the new club sponsor of Zenit F.C. to ensure their brand presence is compatible with the overall store concept.”

“Retail is an effective tool in developing the Zenit FC brand as well as its sponsors brands. This year we are planning to open 5 new stores and restyle the existing stores. The new stores will be situated in main high streets and shopping centres for the convenience of the customers” – says Eduard Sinelnikov, General Director of Zenit Trade.

March 4th, 2010

Written by:scglondonteam

Clive Woodger became a speaker at major international conferences

Clive Woodger, Managing Director of SCG London, gave presentations at the following international conferences:

• Asia Retail Congress (India) – Branding and consumer mindsets… new values, new challenges, new trends.
• Food Director (Russia) – New consumer mindsets – more for less.
• Retail Forum (Czech Republic) – Creating First Choice Shopping Centre Brands… spending money where it counts.

  Should you wish to receive the pdf version of the presentation please e-mail anna@scglondon.com

• September 18th, 2009

  Written by:scglondonteam

  SCG London presented its projects to the leaders of the retail and
real estate industries at MAPIC

  SCG London presented its projects to the leaders of the retail and real estate industries at MAPIC, the largest exhibition of its kind in Europe.

  It was the first time SCG London participated at MAPIC as an exhibitor and with the financial crisis hitting the arena, our pre MAPIC expectations were uncertain. The outcome however turned out to be quite optimistic.

  Ross Haxton, Group Director of SCG London says: “Our experience was largely positive. Many delegates noted that during current times when only the best and the well thought out development projects survive, strategic design will be in high demand. We aim to develop more flexible and relevant strategic approaches as reflected in our new strap line – “Delivering Better Value”.

  In short, we came, we saw and time will tell if we conquered. MAPIC remains a relevant event and Cannes never fails to deliver sunshine when those gloomy nights in London make you think of blue skies and better times.”

• March 4th, 2009

  Written by:scglondonteam

  Clive Woodger became a speaker at major international conferences

  Clive Woodger, Managing Director of SCG London, gave presentations at the following international conferences:

  Asia Retail Congress (India) – Branding and consumer mindsets… new values, new challenges, new trends

  Food Director (Russia) – New consumer mindsets – more for less

  Retail Forum (Czech Republic) – Creating First Choice Shopping Centre Brands… spending money where it counts

  Should you wish to receive the pdf version of the presentation please e-mail anna@scglondon.com

• January 1st, 2009

  Written by:scglondonteam

  SCG London developed a new design concept for the Ukrainian food chain

  Fora, a chain of over 120 convenience stores across Ukraine, approached SCG London to develop new cost effective easy to implement store concept based on relevant latest international practices geared to the local market.

  The brief was to increase Fora’s customer loyalty by developing more friendly store experience ensuring easy and pleasant shopping process. The scope of work included the development of a new, more welcoming store fascia, ambience and in-store graphic communications ensuring intuitive customer navigation and interaction.

  Food chains in both developed and emerging markets need positive differentiation and effective delivery of the product offer to the customers. New Fora store design concept is a pioneer for the Ukrainian market. It creates a competitive advantage which will reinforce the market position and the chain profile through its geographical expansion.

  New design concept was first launched in Kiev, the capital of Ukraine. The trial proved to be successful and 5 more stores were recently being refurbished. The chain is planned to be rolled out across all the stores in the nearest future.

• September 22nd, 2008

  Written by:scglondonteam

  Russia’s biggest publishing house Eksmo has called SCG London in a bid to strengthen corporate loyalty in a highly competitive market.

  In particular, the publishing house, which lists Russian sci-fi favourite Victor Pelevin among its most popular authors, identified a need to communicate its vision to its writers, employees and partners.

  The scope of the project was therefore to develop a clear brand strategy and a corporate identity for maximum impact at a corporate level. Consumers, due to their record of following authors rather than publishing houses, were less of a target.

  Through a turning point graphic idea, the new brandmark sets out to visualise Eksmo as a pivot point for progress and success. It also avoids tying the business to publishing solely books, as Eksmo’s sights are set on new media publishing and have already led to a share of the audio-books business through Eksmo-Sidikom.

  To link with the existing brand heritage, the new brandmark is in the same colour as its predecessor, but in a fresh and contemporary tone.

  Clive Woodger, SCG London managing director said: “This is an interesting project for us as this is a rare case when brand identity is the visualisation of brand strategy of the company, not just a nice logo. Many still treat rebranding as a cosmetic exercise and we are delighted Eksmo was a client that truly understands what branding is about.”

• September 22nd, 2008

  Written by:scglondonteam

  Clive Woodger gave a presentation at the International Russian Retail Congress, Retail Director, 2008

  Clive Woodger, Managing Director of SCG London, gave a presentation at the International Russian Retail Congress Retail Director 2008 in Moscow.

  In his presentation, Clive outlined the trends in brand strategy innovation for retailers.

  Should you wish to receive the pdf version of the presentation please e-mail:anna@scglondon.com