Volume 24: Summer 2019 Edition

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Ballston Quarter Doubles Its Online Presence

Located in Arlington, Virginia (USA), Ballston Quarter is considered the ultimate live-work-play destination. As the central hub of a buzzing transit corridor, the shopping center is a fusion of fashion, fitness, and stylish living. Drawing affluent residents and office workers, Ballston Quarter promises to crush boredom, stimulate creativity, and satisfy cravings. 

Located in Arlington, Virginia (USA), Ballston Quarter is considered the ultimate live-work-play destination. As the central hub of a buzzing transit corridor, the shopping center is a fusion of fashion, fitness, and stylish living. Drawing affluent residents and office workers, Ballston Quarter promises to crush boredom, stimulate creativity, and satisfy cravings. 

Despite having recently changed its homepage tagline from “A Whole Lot of New is Just Around the Quarter” to “The Fun is Unfolding Now,” Ballston Quarter maintained the overall modern flair of the site. From a main menu showcasing bursts of color with the help of a little hover action to a footer consisting of a black-and-white sketch of the building, the website is edgy in terms of copy and design. Click on any title of the main menu, with the exception of Quarter Market, and each new page opens with a corresponding moving header. Disappearing pizza toppings, check. Breaking billboards balls, check. Dancing music notes, check. For the social media-minded, there’s even a sample of the center’s most recent Instagram posts.

Select the Quarter Market tab and head over to a microsite presenting the “truly unique culinary experience.” Featuring identical colors, graphics, and fonts, its aesthetic is an extension of the main site. Easy to navigate, the microsite introduces the reader to a block list of eateries (both now open and coming soon) and categorizes food fun with the following sections: Quick Bites, Something Sweet, and The Perfect Date Night.

An interesting fact: The website doesn’t include an About Us page.



Get Your Scroll On with Mall of the Netherlands

Previously known as the Leidsenhage Shopping Centre, Westfield’s Mall of the Netherlands (Leidschendam, South Holland) is scheduled to open its doors in 2020. As one of the first world-class shopping centers in the country, Mall of the Netherlands aims to re-define shopping for the age of the Internet by transforming the functional activity into a thrilling experience and unifying its offering.

Although the project completion date is months away, the center’s website is up and running. Similar to the overall design of the destination, the site is distinctly current and contemporary in style. Made up of essentially one page, the source leads with a link to learn more about the construction works, planning, and status of the project, and an invitation to scroll down to discover the place. Forgoing a main menu, the browser is expected to scroll down to learn more about the center’s design and destinations, and click the icon in the top-left corner to check out a set of maps, take a virtual tour, and review facts and figures about the environment (e.g., its catchment area, accessibility, and retail offering). Showing off a clever design component, with the action of scrolling, the section titled Destinations changes focus and shifts sideways to reveal detailed information. Continue heading down the website and experience an overview of the nice-to-know numbers regarding retail places and parking spaces. Introduced in a visually stylish way, the numbers appear one at a time in sequential form and include multiple shapes and sizes. Finish the lengthy journey with a three-minute informational video to explore the mall through a different medium.



Flick On and Fest Out

Common isn’t a moniker that any retail destination would readily adopt. However, QV Melbourne might have more reason to present itself online as being worlds apart from other precincts, thanks to a series of interconnected laneways that represents the quintessential Melbourne lifestyle.

Located in the CBD, this “city within a city” offers over 339,063 sq. ft. of retail space and more than 120 specialty stores, and it benefits from high population density, good access to public transport, and immediate exposure to office workers, residential consumers, students, and tourists. What’s more, as a re-development of the city’s historic Queen Victoria Women’s Hospital site, the retail destination also has a rich cultural heritage that serves as a draw to a diverse range of customers and more than 2.8 million people living within its main trade area. During the summer season, the center relies on its QV Square venue and Flick Fest program to generate awareness.

As Melbourne’s only silent cinema in the heart of the CBD, QV Outdoor Cinema transforms QV Square into an intimate open-air deckchair space that seats 80 moviegoers and serves as an affordable option for customers that’s well below the market average—each ticket costs US$8, plus US$1 as a booking fee. Delivering a tightly curated program of pre-film events, flicks, live performances, guest appearances, and food pop-ups, the program targets Melbourne’s resident shoppers (50% of QV’s base), CBD workers (25%), and students (19%). It lures them all with a mix of cult classic titles and big-screen favorites, and every screening comes with complimentary popcorn, as well as a pet-friendly environment.

This year, the QV team improved Flick Fest by introducing weekly themes and hosting special events to attract a more diverse audience and enhance consumer engagement.

“With the number of competitors now in the market, we delivered a robust events program to support our screenings and utilized PR to amplify our key messages and boost the visibility of our cinema in a cluttered market,” noted Sarah Hynes, retail marketing manager for Dexus.  Those themes: Love Week (aligned with Valentine’s Day), Oscars Week (past and present), Heroes and Villains Week, and 80s Week. Along with featuring a mix of free entertainment on opening night, the festival celebrated Tim Tam Day, International Whiskey Day, and International Women’s Day by organizing a free snack giveaway, a free cocktail promotion, and a line-up of female entertainers, respectively.



Flashes of Seasonal Fashion

Roaming models, catwalk shows, and center court performances are often the marketing go-to’s when new fashion collections hit the mall stores. While these tactics can get shoppers excited about the looks and brands they discover, there’s no telling whether or not they’ll put merchandise and retailer together when the time comes to pick up a few items to freshen up their wardrobes. The Mall Luton (UK) recently came up with a solution: Hold its fashion flashmobs right in front of the participating stores.

On July 5 and 6, the center held a fashion and dance performance outside a different store every hour between 11 am and 4 pm (except at 1:30 pm). This, along with Facebook posts, led shoppers right inside ten boutiques.