Facelift for a mall? Panorama had one with iMedia

At some point, you have flicked through television channels and come across a makeover show. A nip here, a tuck there. A needle being inserted into a patient’s forehead with the promise of smoother, younger looking skin. A fold, a cut, a transplant. Anything and everything to attempt to look and feel younger. What could the harm be in freshening up your image? Re-launching the new you? These days, in fact, it’s probably vital!

So why shouldn’t a shopping centre consider a nip and tuck? But not merely a lick of paint and polly filler, an actual media makeover. A personality transplant. An iMedia facelift.

Property Media Managers, iMedia, performed a complete media facelift on Panorama Shopping Centre, Mulbarton, South of Johannesburg.

A neighbourhood strip mall catering for the convenience of Mulbarton’s LSM 8-10 residents, Panorama has been expanded to include 45 stores, 580 parking bays and room for an iMedia Media Makeover on the centre’s 9 477m² of Gross Lettable Area (GLA).

iMedia approached the facelift of Panorama both inside – “personality” and out -  “appearance”. To begin with, the centre’s logo, look and feel were redesigned, injecting Panorama with a younger, more contemporary personality. The fresh looking Corporate Identity was then married up with Panorama’s communication which includes monthly newsletters and a website. In managing Panorama’s communication, iMedia is able to build the centre’s shopper database, allowing for regular communication between Centre Management, tenants and patrons.

iMedia also manages the sales, design and advertisements for the centre. The company further implemented the centre’s audio station and continue to manage its air time.

Part of the advertising solutions at Panorama includes signage, directional signage as well as parking pole and billboard advertising. The billboard on the corner of Kliprivier Drive boldly announces Panorama’s presence, attracting new clientele and greatly increasing footfall to the centre. Flag pole adverts are used too, adding to Panorama’s brand new personality and creating an association between brand, mall and patron. All platforms are managed by iMedia. 

The stores at Panorama have also undergone facelifts, including the extension of Mugg & Bean resulting in the popular eatery doubling in size. KTM Factory Racing have undergone a revamp too. With Pick n Pay, Liquor City and Mugg & Bean making use of iMedia’s design studio and using the centre’s advertising platforms through iMedia’s management, they are not only increasing brand value for their respective stores, but for Panorama Shopping Centre. Overall Panorama exudes a feeling of relaxation, comfort and homeliness.

Further improvements to the centre scheduled to be complete early 2011, include extensions to the parking area, adding an additional 100 parking bays for tenants, an impressive addition of 900m² to the centre’s office area and a further 400m² being added to Pick n Pay allowing for the insertion of various new departments. Liquor City is expected to be tripled in size allowing for a hyper liquor feel.

iMedia have created an attractive shopping experience for visitors to the centre and an increased revenue for Panorama.

CLEVER!