MANDURAH FORUM
CONCEPT PACKAGE
MANDURAH: WHAT WE KNOW MANDURAH: ASPIRATIONAL PERSONAS
TABLE OF CONTENTS
CONCEPT
CONCEPT
CONCEPT
1 2 3
MANDURAH IS “ME” MANDURAH THE VERANDAH MANDURAH WITH SOUL
HOLIDAY DESTINATION
TRULY AUSTRALIAN
FISHING CLOSE TO PERTH
DOLPHINS
GATEWAY TO THE SOUTHWEST
MANDURAH:
WHAT WE KNOW
BEAUTIFUL COASTLINE
TOURISM
WHAT IS
WATER
MANDURAH FORUM KNOWN FOR?
PROTECTED ESTUARY
FRIENDLY
AFFORDABLE EXPLORES HISTORY
MEANS “THE MEETING PLACE”
WATER SPORTS SHIPWRECKS
MANDURAH ASPIRATIONAL PERSONAS
CANAL QUEENS 50+ comfortable
I need: • Cool cafes for girlfriend outings • Pampering and weekly spa visits • Exquisite food choices – cheese and tapas offerings • To quench my thirst – fine wine store • Fashion that reflects my style
WORKING CLASS WEALTHY MANDURAH ASPIRATIONAL PERSONAS
Cash to Splash
I need: • Quality meat selections • To buy the best • To “keep up with the Jones” • To spoil my Mrs. – jewellery stores
MANDURAH ASPIRATIONAL PERSONAS
PER-LIDAY-ERS
Perth Family Holiday-ers I need: • Convenience and variety • Relaxation – feet up and no cooking • To look good when at the beach • Dining out at where the locals eat • To splurge when on holidays
MANDURAH ASPIRATIONAL PERSONAS
COUNTRY COCKIES Family from the Bush
I need: • Quality and good price offerings • Connection to Community • Pampering while in town • Customer services that meets my needs • New fashion to keep me fresh
CONCEPT
MANDURAH IS “ Me”
MANDURAH IS
“Me”
MISSION
CONCEPT 1: MANDURAH IS “ME”
A DESTINATION TAILORED TO ASPIRING TASTES
Mandurah Forum is the nexus for individuals who know exactly who they are and what they want. More than a shopping destination but a place that is truly reflective of the people who claim Mandurah Forum as their “own”. Through the design expressions to the selections of foods and fashion – Mandurah Forum has a place in everyone’s life because it’s designed just for you. My life is elevated because of my Mandurah.
WHAT ARE WE Known FOR:
PILLARS
CONCEPT 1: MANDURAH IS “ME�
Listening
to our customers and responding to their needs and delivering beyond
Transforming into a major magnet for Mandurah providing superlative shopping and services
Tailoring
Individual care and attention our customers feel recognized for their loyalty to us
PERSONALITY
CONCEPT 1: MANDURAH IS “ME”
Aspirational
Casual but Sophisticated
casual gourmet
PERSONABLE
FRESH & INVITING enjoyable
STYLE
CONCEPT 1: MANDURAH IS “ME”
CASUALLY CHIC
BEACHY STYLE TECHNOLOGY ELEMENTS
CUSTOM MADE
CLEAN AND BRIGHT
EXPRESSIONS OF SURF
SUN BLEACHED
COASTAL SUCCULENTS
OCEAN HUE
CONCEPT 1: MANDURAH IS “ME”
MODERN BUT COASTAL
STYLE
FRESH
SLICK AND TEXTURAL MIX
SIMPLISTIC BEAUTY
ELEMENTS OF NATURE
CONTEMPORARY IN A WESTERN AUSTRALIAN WAY
EXPERIENCE: DAILY EVENTS
CONCEPT 1: MANDURAH IS “ME”
HEALTHY BITES
RETAIL THERAPY
NEWEST GADGETS
OUTDOOR PLAY
SPORT & FITNESS
ALFRESCO LUNCHES
SUNSET COCKTAILS
CONCEPT 1: MANDURAH IS “ME”
EXPERIENCE: SPECIAL EVENTS
BIG TOYS FOR BIG BOYS DAY outdoor displays
SMALL MORSEL DAYS wandering food offerings of interesting bites BE YOUR BEAUTIFUL SELF DAYS how to look your best even under harsh Australian Sun
WINE BAR Wine Tastings
LADIES LONGEST LUNCH a day of dining experiences with tables throughout the Centre
CONCEPT
MANDURAH:
The Verandahs
MISSION
CONCEPT 2: MANDURAH “THE VERANDAHS”
The Verandahs
The perfect place to linger longer. Kick back, take a load off, and put up your feet. Mandurah centre is steeped in elements that speak to the vernacular of a true Mandurah lifestyle – of people, products and produce. It is the extension of life at this friendly destination, the complementary partner to this beautiful environment. It is reminiscent of warm sunning days enjoying time with family and friends on the verandah. Come for the convenience and stay for the company.
PILLARS
CONCEPT 2: MANDURAH “THE VERANDAHS”
WHAT ARE WE
known FOR:
THE 3 RD PLACE
creating a place in the lives of our customers – a place to be, and be seen.
Cool Convenience
making the lives of our customers easier and more pleasurable with the NEW cool convenience
MICRO MOMENTS design reflective of a grand verandah, customer service and friendliness that feels like you’ve been friends for years – making memorable moments in our customers’ lives.
PERSONALITY
CONCEPT 2: MANDURAH “THE VERANDAHS”
What does it feel like?
FAMILIAR
INVITING friendly WELCOMING EXTENSION OF THE HOME
Local
comfortable
STIRS MEMORIES
HANG-OUT
RIGHT AT HOME TO MANDURAH
REAL
RELEVANT
OPEN & FRESH
SHADED
MICRO MOMENTS
OUTSIDE REFLECTS IN
POCKET GARDENS
LUSH
NATURAL TEXTURE
STYLE
CONCEPT 2: MANDURAH “THE VERANDAHS”
earthy
light and bright
verandah like areas
backyard elements
retro elements
natural
landscaped porch
REFRESHING FOLIAGE
STYLE
CONCEPT 2: MANDURAH “THE VERANDAHS”
EXPERIENCE: DAILY EVENTS
CONCEPT 2: MANDURAH “THE VERANDAHS”
WHAT HAPPENS
here
CASUAL GET TOGETHERS
INDOOR VERANDAHS
BOUTIQUE SHOPPING
BACKYARD DINING
FRESH PRODUCE
EXPERIENCE: SPECIAL EVENTS
CONCEPT 2: MANDURAH “THE VERANDAH”
WHAT HAPPENS
here
GINGER BEER TASTING
COUNTRY MUSIC PERFORMANCES
AUSTRALIA DAY BBQ EVENT
CRAB COOKING DEMOS
YARN TELLING ON THE VERANDAH
CONCEPT
MANDURAH
with Soul
MISSION
CONCEPT 3: MANDURAH “WITH SOUL”
MANDURAH
with Soul
EXUDING THE ENERGY AND DIVERSITY OF OUR CULTURE
Is this a shopping centre you ask? No it is much more – this place has SOUL. From the moment you arrive at Mandurah Centre, you can feel the warmth lapping at your feet. A place for people not only to be nourished with fresh fabulous food, fashion and interesting finds, but a place to connect, and commune. Mandurah’s heart may be downtown, but its soul lives here!
KNOWN
REFLECTING PEOPLE AND PLACE Embracing the people and culture of the area and reflecting it in our design
ECLECTIC ENERGY Creating a shopping experience that excites and energizes the soul
BEING REAL Mandurah Forum is authentic to the essence of place, where food, experiences and environment are real
PILLARS
CONCEPT 3: MANDURAH “WITH SOUL”
WHAT ARE WE FOR:
PERSONALITY
CONCEPT 3: MANDURAH “WITH SOUL”
fresh
BRIGHT WHAT DOES IT
feel LIKE
INTERESTING & OFFBEAT
energetic
REAL
CONFIDENT LAIDBACK
NEIGHBORHOOD
AUTHENTIC
BRIGHT & OPEN
STYLE
CONCEPT 3: MANDURAH “WITH SOUL”
ECLECTIC MIX
COMFORTABLY CASUAL BUT COOL
SENSE OF DISCOVERY WELCOMING
PATTERN REFLECTVE OF ENVIRONS
TEXTURAL
WHAT DOES IT
look LIKE
GRAPHIC ART
ELEMENTS THAT REFLECT NATURE
VIBRANT
UNEXPECTED COLOR
STYLE
CONCEPT 3: MANDURAH “WITH SOUL”
ECLECTIC FORM
RETRO FUSION
POPS OF CULTURE
SELECTIVE PATTERNS
INDUSTRIAL COOL
COLORFUL DETAILS
DELI SELECTIONS
CONCEPT 3: MANDURAH “WITH SOUL”
EXPERIENCE: DAILY EVENTS
WHAT HAPPENS
here
HAPPY HOURS
CHILD ACTIVITIES
CASUAL DINING
TREND SHOPPING
ECLECTIC SHOPPING
YOUTH HANG OUT ZONES
YOUTH ZONE – SOFAS
GRAPHICS, TECHNOLOGY
CONCEPT 3: MANDURAH “WITH SOUL”
EXPERIENCE: SPECIAL EVENTS
WHAT HAPPENS
here
PERFORMANCE AREAS
WELLBEING EDUCATIONAL DAYS
SPACE FOR SUSTAINABLE AND GREEN EDUCATION
MONTHLY BAZAAR MULTI-CULTURAL PRODUCTS
MULTI-ETHNIC DINING
ART GALLERY EXHIBIT SPACES
THANK YOU