Retail-Entertainment Practice of StoneCreek Partners | AEC

Sometimes our work begins with
strategic marketing considerations
that may play a part in facility
naming, features, design tenant
mix, and amenities; sometimes
including materials, way‐finding
and environmental graphics.
What’s the Big Idea?
While it is more common with themed entertainment and retail‐entertainment venues and stores, it is
sometimes helpful to push the umbrella brand exploration to the point of defining the “big idea” for a
facility or place.
A “big idea” is the organizing scheme, an idea for why the place should exist for consumers that is hugely
compelling and perhaps even emotionally resonating. When facilities are right‐fitted to their market
opportunity with just the right big idea, successful operations usually follow.
A useful exercise can be an
exploration of a “brand umbrella”
grid for a facility, whether it is tobe‐built
or an existing venue. A
brand umbrella grid seeks to define
what a facility should be in the
minds of shoppers, guests, and
patrons. An example from a
recent project involvement is
shown left.
We focus on end users – including
the tenants that will reside within a
facility. Even the event promoters
and consumer product companies
that will seek to introduce their
brands at a shopping center’s mall
courts, plazas, and parking lots.
STONECREEK PARTNERS
www.stonecreekllc.com
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