The co-creation of the concept of the shoppingcentre of the future, the definition of theconsequent communication strategy and itsimplementation.

The Challenge

What will the future of shopping look like? And how can itbe communicated to people so as not to confuse them, butenthuse them?

The Solution

In the first phase, it was important to define what thefuture of shopping would look like. Will people still go toshopping centres? How will they get there? Whattechnologies will make shopping easier? How can trends becreated rather than followed? In the second phase, wefocused on the co-creation of the communication conceptof how to communicate this vision to people six yearsbefore the centre was opened. The third phase consists ofthe actual implementation and the continuous updating ofboth the first and second phases.