Mission

However, in order to keep existing customers and attracting a younger audience along with the continuously changing retail industry that are losing customers to online shopping; CC Vest wanted to develop something that would continue to build and strengthen their position as a trend-setting shopping center.

What we did

JCP PR and Advertisement and JCP Event helped CC Vest to develop a solution that would build the center as a living and inspiring shopping mall. It was named Spiren, which means something new growing. The architect agency Wood drew and built a unique pavilion, outside the main entrance to the mall. JCP developed the strategy for the pavilion; it was to have dynamic content of clear concepts and experiences that present the spearhead within their categories. The pavilion, Spiren, should be a channel for offering concepts that either represent something completely new or something you do not expect to experience in a shopping centre. The solution was to create a permanent and vibrant event platform to offer shopping as part of the experience, not THE experience.

The target group are well-educated, wealthy and know what they want. The content in the events therefore needed to complement these demands and were decided to be built through the content pillars; sustainability, unique products and brands, culture, taste and innovation. The strategy was to manage to tailor-make experiences that would engage the target audience in a new way.