Four shopping centres. Four destinations. Four transformations.
In summer 2024, BWP took on its most ambitious challenge yet – repositioning Lakeside, Harlequin, Victoria Centre, and Braehead for SGS. Four destinations redefined into distinctive, future-ready assets driving value and market growth.
Four Shopping Centres. Four Cities. Four Transformations
SGS embarked on a mission to enhance asset value across four distinct destinations; Lakeside, Harlequin, Victoria Centre, and Braehead – each with different customer bases, competitive pressures, and community identities.
The conventional approach would be sequential rollout, but market conditions demanded speed – the challenge was maintaining brand consistency whilst honouring each scheme’s unique character. That meant coordinating multiple workstreams across geographies, and delivering everything from digital platforms to physical wayfinding without compromising quality or timelines.
SGS embarked on a mission to enhance asset value across four distinct destinations; Lakeside, Harlequin, Victoria Centre, and Braehead – each with different customer bases, competitive pressures, and community identities.
The conventional approach would be sequential rollout, but market conditions demanded speed – the challenge was maintaining brand consistency whilst honouring each scheme’s unique character. That meant coordinating multiple workstreams across geographies, and delivering everything from digital platforms to physical wayfinding without compromising quality or timelines.
Brand identity to wayfinding to show stopping events – everything, everywhere, simultaneously.
BWP developed a centralised strategic framework with localised execution plans. The approach included comprehensive repositioning and brand identity development for each scheme, launching four customer-centric websites simultaneously, implementing Wi-Fi initiatives for enhanced engagement and data capture, and delivering onsite refurbishments including signage and wayfinding improvements.
By running parallel workstreams with synchronised milestones, we maintained momentum across all locations and ensured each destination retained its individual characteristics and appeal.
Four flagship destinations. One strategic vision. Zero room for inconsistency.
With campaigns already rolling out and planned ahead, the beginning of our partnership has kicked off with a bang and the foundations for growth are firmly in place.
Marketing results
700k
2025 Engagements Across
Platforms and Schemes
1:24
PR ROI
2025 to Date
11%
2025 Growth Across
4 Platform & Schemes
