ESCAPE TO FASHION WONDERLAND Quarterly Tenant Meeting Presentation Manulife Place Q4 Holiday Programming 24 October 2018
Background > This year, Manulife Place wanted to develop a highly-memorable 2018 holiday campaign that showcases how Manulife Place and its tenants helps style- conscious Edmontonians celebrate the holiday season in style, and that drives shoppers in to Manulife Place for their holiday shopping needs. > Working with SOS Design, we proposed a Fashion Wonderland concept, that tells the story of a magical experience that places a spotlight on our high-end ofgerings framed with holiday whimsy, like life-sized nutcrackers, over-sized treats and glittery snow. > Plans included a high-fashion photo shoot working with Alberta Ballet to build a positive brand association and source props. SOS proposed a further on-premise activation to leverage and bolster the Fashion Wonderland concept and drive shoppers to the centre. 2 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Background (cont.) We wanted the holiday campaign to: > Reinforce Manulife Place as the fashion destination for Edmontonians > Create an immersive, activated experience within Manulife Place > Position a visit to Manulife Place as a “shopping experience” through elevated programming such as a refreshed Only One Night and various programming opportunities > Leverage the look & feel of the Holiday photo shoot to create a cohesive on-premise and promotional experience > Consider tailored, exclusive tie-ins for building tenants to demonstrate they are valued members of the Manulife Place community and treat them with experiences that one can only have at Manulife Place > Consider opportunities for collaboration and cross-promotion with retail tenants > Keep in mind the longer-term potential of this year’s campaign and associated programming 3 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Fashion Wonderland Photo Shoot Assets
Campaign: Fashion Wonderland 5 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Campaign: Fashion Wonderland 6 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Campaign: Fashion Wonderland 7 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Fashion Wonderland Installation
Escape to Fashion Wonderland > We’re building an immersive interactive installation that will be located on the second fmoor of Manulife Place. Visitors are invited to feel the magic of the season by exploring a fantasy environment that fosters IRL experiences and shareable fashion moments through social that cater to the appetites of our target audience.#Mlpwonderland > Inspiration imagery for our installation display. 9 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
PROJECT MANAGER DATE: DRAWING TITLE PROJECT TITLE PROJECT TITLE DATE Alex Kirkpatrick GENERAL NOTES SHEET: DRAWN BY: [Sheet Title] SCALE: PROJECT MANAGER: Construction-5 SHEET TITLE [Sheet Title] Vignette # 2 Scale: 1/4" = 1'-0" 1 FILE NAME: Design Process > Over the past few months, our partners have been working closely with vendors to review the fantastical props in relation to the fmoor plans and wall structures, as well to determine placement and scale. This was a four step process. Red/White/Green Ca Onion 3 @ Round 3 @ Assorted Red Candy 6 @ Total $ 1880 1. Prop Sourcing: 3. Renderings: 2. Drawings: 4. Prop Art Direction: > Vendor sourced potential props that could > Multiple renderings with placement of > Working with prop sizes and space, > Selected props were spec’d and art be used within the installation that could props to fjnalize vignettes were reviewed designers created inspiration drawings for direction fjnalized with vendor. be unifjed through art direction. and exchanged to fjnalize fmoorplan. vendor to render into space. 10 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Alex Kirkpatrick SHEET TITLE FILE NAME: [Sheet Title] PROJECT MANAGER: Todd Skinner #TopView [Sheet Title] Manulife SOS Manulife SOS DRAWING TITLE FILE NAME: Sat . October 6. 2018 [Sheet Title] PROJECT MANAGER: Todd Skinner DRAWING TITLE PROJECT TITLE 8'-0" PROJECT TITLE GENERAL NOTES SHEET: DATE: DRAWN BY: [Sheet Title] SCALE: SHEET TITLE SCALE: DRAWN BY: DATE: SHEET: GENERAL NOTES Alex Kirkpatrick Sat . October 6. 2018 #ZoomedOutTopView Proposed Floorplan ' - 0 " 4 4'-0" VIGNETTE 1: Stack of presents VIGNETTE 3: Nutcracker location " 0 - ' 4 1 2 ' - 0 " Snowbank Snowbank Checkerboard Walkway " 0 - ' 4 Snap shot of Installation location 8 ' - 0 " Snowbank VIGNETTE 2: Horse Carousel 1 6 ' - 0 " 11 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
#TopView DRAWING TITLE SHEET TITLE 8'-0" Todd Skinner PROJECT MANAGER: [Sheet Title] FILE NAME: Manulife SOS SCALE: PROJECT TITLE Sat . October 6. 2018 Alex Kirkpatrick GENERAL NOTES SHEET: DATE: DRAWN BY: [Sheet Title] Vignette #1 Notes: > Vignette 1 is located to your right upon entry from RBC Pedway. > 3 gifts in foreground are intended for guests to sit on while gifts in background are fmat and add dimension to the area. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies). 4'-0" 4'-0" " 0 - 4 ' 12'-0" " 0 - ' 4 8 ' - 0 " 16'-0" 12 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
#TopView DRAWING TITLE SHEET TITLE 8'-0" Todd Skinner PROJECT MANAGER: [Sheet Title] FILE NAME: Manulife SOS SCALE: PROJECT TITLE Sat . October 6. 2018 Alex Kirkpatrick GENERAL NOTES SHEET: DATE: DRAWN BY: [Sheet Title] Vignette #2 Notes: > Vignette 2 is located in front of the former Birks retail space. > Main draw is the carousel horse that people can sit on. Additional photo opportunities include the spoon and lollipops. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies). 4'-0" 4'-0" " 0 - 4 ' 12'-0" " 0 - ' 4 8 ' - 0 " 16'-0" 13 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
#TopView DRAWING TITLE SHEET TITLE 8'-0" Todd Skinner PROJECT MANAGER: [Sheet Title] FILE NAME: Manulife SOS SCALE: PROJECT TITLE Sat . October 6. 2018 Alex Kirkpatrick GENERAL NOTES SHEET: DATE: DRAWN BY: [Sheet Title] Vignette #3 Notes: > Vignette 3 is located on the short wall in front of Holt Renfrew/ escalators. > Main draw is the nutcracker. Lollipops and cookies complete the framing. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies). 4'-0" 4'-0" " 0 - 4 ' 12'-0" " 0 - ' 4 8 ' - 0 " 16'-0" 14 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Overview of 3D Renderings Notes: > Props are FPO and are not demonstrative of fjnal placement scale, colour or design. INTRODUCTION TO DISPLAY, SOCIAL CALL-OUTS INTRODUCTION TO DISPLAY, SOCIAL CALL-OUTS 15 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
On-site Promotion Materials
On-site Promotion Materials To create on-site awareness and excitement for the installation, we are developing promotional materials to be placed at key ESCAPE TO ESCAPE TO FASHION FASHION locations throughout Manulife Place. WONDERLAND WONDERLAND The following examples leverage existing assets like: FEEL THE MAGIC OF THE SEASON, FEEL THE MAGIC OF THE SEASON, VISIT OUR IMMERSIVE HOLIDAY DISPLAY VISIT OUR IMMERSIVE HOLIDAY DISPLAY LOCATED ON THE SECOND FLOOR LOCATED ON THE SECOND FLOOR UNTIL JANUARY 4 UNTIL JANUARY 4 SEE ALL OUR ON-SITE ACTIVITIES FOR THE SEE ALL OUR ON-SITE ACTIVITIES FOR THE > Poster boys which promote the SEASON AT MANULIFEPLACE.COM/WONDERLAND SEASON AT MANULIFEPLACE.COM/WONDERLAND #MLPWONDERL AND #MLPWONDERL AND installation while also reinforcing the role fashion plays at Manulife Place > Printed and digital elevator inserts > Street-level window vinyls > In-centre fmoor vinyls in high-traffjc pedway routes to lead foot traffjc to the installation 17 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
Promoting Fashion Wonderland
Promoting Fashion Wonderland We want to create a calendar of engagement tied to Fashion Wonderland, which invites not just regular shoppers, but offjce tenants, and shoppers who regularly frequent other centres in the city to come to Manulife Place. There are three components to consider: we want to build awareness with the general public, engage the offjce tenants and provide our valued retail partners with activation opportunities. 19 Quarterly Tenant Meeting Presentation | Manulife Place Q4 Holiday Programming | 24 October, 2018
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