ILOT has recently rebranded as part of a revitalisation programme, with its new name ILOT, translating as ‘Little Island’. The asset is located in the middle of the city centre, hence its positional naming.
A strategic review by the mall owners Benson Elliot and their local asset management partners, Limestone Investors, determined that the asset required repositioning to fulfil its role in the city and realise its investment return potential.
The asset comprises four separate buildings across three main pedestrian streets, so impactful branding was vital to help create a sense of unity and to visually connect the varied indoor and outdoor spaces.
Putting customer experience at the heart of the design, we provided a full design and implementation service, working with the mall to scope and identify what was required to transform the space, whilst considering the environment. We developed a full brand proposition, this included:
- Branding – signage has been made consistent, with a single style across all touchpoints, including illuminated signs.
- Environmental improvements – gantry signs have been installed above the walkways and at the two main entrances to improve street presence and stand out from a nearby competitor retail outlet.
- Wayfinding strategy to improve circulation from the basement levels and car park and improve general flow throughout.
- New and refurbished street furniture.
- Skilful use of lighting by using up and down lights on the building facades, has significantly improved the ambience, as well as bringing more practical benefits such as enhanced security and lengthening the shopping day.
Decathlon, Europe’s leading sports retailer, has already confirmed that it is opening a ‘City-Store’, a smaller version of their usual large-scale shops geared towards city dwellers. Burger King, a global fast-food giant will also be joining before the end of 2019.
Ross Haxton, Creative & Brand Services Director at GLIMMA explains:
“We’re delighted with the result – the space has been totally transformed both aesthetically and from a visitor point of view. Feedback so far has been that it is much easier to find your way around, the atmosphere is more vibrant and long-standing tenants are also now keen to upgrade. It’s fantastic to know that our work is not only breathing new life into a shopping centre but really making a positive impact on the wider local economy too.”
Jonathan Ratnage, Investment Manager, Benson Elliot commented:
“The GLIMMA team is a valued design and implementation partner for our retail and entertainment centres. At ILOT in Liège, Belgium, they understood the strategic changes needed to revitalise and appeal to a new target audience.
Most importantly, they have the knowledge, experience and skills to practically translate these changes into an engaging customer experience. Through the right choice of lighting, street furniture, way finding and brand signage, they have helped transform ILOT into a much more vibrant and safer visitor experience.”