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Future prospects outline

Presentation :

In September 2006, Saint-Josse Atrium branch lodged a regional call for proposals to develop an urban marketing and positioning tool for the Madou district, and more specifically the Louvain-Scailquin hub.

The idea fascinated the regional authorities who decided to mainstream the idea and apply it to other Atrium branches. This resulted in the future prospects outlines for shopping districts.

Using the support and local knowledge of each Atrium branch, Minale Design Strategy and Suede 36 joined forces to create brand, urban planning, design and communication strategies to meet a range of objectives.

Objectives :

To create a strong, representational and forward-looking concept, based on a precise analysis of local realities. In order to share the concept, the services providers organised meetings with local stakeholders and existing and potential shopping area partners (site visit, creative workshop and interviews).

From this concept a forward-looking brand image will emerge, a perception of future commercial positioning, which will constitute the central theme for all development initiatives and will thus guarantee a cohesive and scalable frame of reference.

To define a range of measures which will have a visual and urban-planning impact on the district in the short and medium term: entrance to the district, street furniture, quality of signage and frontage,  colour of façades, types of shops to be opened, layout of public space, etc.

District concerned : Madou

Project dates :

• May 2007 : project launch
• May 15 2007 : guided tour of the district and survey
• June 5 2007 : a workshop has made it possible to bring together around twenty key players from the district (municipality, clubs and associations, traders, residents, etc.) to identify the approaches to be adopted and to develop a slogan, one or two colours, words and images, etc.
• Up to September 12 2007: the approaches identified are thrown open to the district users' opinion (on the internet, via a stall at the weekly market and at a meeting at Thé au Harem, Chaussée de Louvain)
• November 2008 : Booklet
• January 2009 : Operational guide

Target group(s) :

• The Saint-Josse municipal authorities,
• The regional authorities,
• The Saint-Josse Atrium branch,
• Saint-Josse traders and residents,
• Those who work in the area and commuters 

Documents [French version] : 

• Plaquette
• Guide opérationnel