M INDSET FMP- THINKING H OW TO GET INTO THE FMP- FLOW ? J ULY
2011
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U RGENCY Part of strategy (creating FMP) If we make fun, people
will come & spend more Focus on (new) shopping journeys, learn
from other sectors Get connected, show your soul and give content
to the customers life Stimulate all senses See the shopping center
as a brand Make sure our vision is shared and everyone is on the
same page
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C REATIVE PROCESS
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S KILLS CREATIVE PROCESS Focus Curiousity Use your senses
Imaginative power Diverge/producing ideas Important: postpone
opinion about something
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T ELL A STORY .
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T OOLS Brainstorming Mindmapping Output trend analysis
Imagineering Storytelling (Disney)
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O LD FASHIONED WAY . BRAINSTORMING
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I T S ALL ABOUT . MINDMAPPING
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O UTPUT TREND ANALYSIS
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I MAGINEERING - S TORYTELLING
http://www.youtube.com/watch?v=MAE_O
gMrkaQ&feature=feedwll
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G ETTING STARTED (1) Choose a creative environment ( the
office) Work together with other colleagues (from several
departments within Corio) to achieve an optimal vision on the
project Use not only words but also illustrate the ideas/concepts
Everyone has to do some preparations in advance (presenting some
first thoughts, read some material like A2R book) During the
process: be inspired by everything you hear and see also when you
are not in a concepting meeting by reading magazines, papers,
television, radio etc.
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G ETTING STARTED (2) Everybody has to let go of any kind of
perfectionism, also has to ignore the past or what is usual for the
company Get some distance, think in possibilities, not in
restrictions Be aware of the fact that creativity takes time and
you cant rush a good idea Try to think outside the box Keep away
from criticism: Keep in mind that people will generally display
restistance to your idea, because good ideas change the existing
dynamic, and people, for the most part, like things the way they
are. When you present something that challenges the status quo,
many people (friends, relatives, co-workers) will feel
threatened.
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G ETTING STARTED (3) To get some kind of structure in the
creative process for FMP you can follow the next steps: 1.Preparing
2.Researching 3.Selecting 4.Translating 5.Concepting
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P ROCESS (1) Preparing Making an inventory of what the exact
goal is. Collect all the things (like paper, pencils, scissors,
templates etc) which are necessary to illustrate the creative
process to get one or more concepts ()
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P ROCESS (2) Researching Study trends/developments, get
inspired and defining what the special characteristics of the
property and environment are ()
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P ROCESS (3) Selecting Choosing those trends and
characteristics which represents the location/place the most. The
identity of the property and/or environment is very important
()
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P ROCESS (4) Translating The chosen trends and characteristics
are translated into some ideas best/crazy ()
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P ROCESS (5) Concepting The ideas are being used for developing
new and implementable concepts, supported by pictures, movies,
illustrations and drawings (cutting method)
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Case study
assignment (day 2) Brainstorming on a concept for a FMP and
essential tools to come up with that concept (how and why that
particular concept) For a specific type of shopping centre within
Corio portfolio: The Access to Retail study was a very important
source, also own experience and expertise Every group (4) should
come up with two idea: best & crazy TypeCase study centre
Community shopping centre365, Ankara, TK Regional shopping
centreGrand Littoral, Marseille, FR Inner city shopping
centrePieter Vreedeplein, Tilburg, NL Transit orinted shopping
centrePrncpe Po, Madrid, ES
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 In 45 minutes
time each group came up with some ideas/concepts Despite the
relatively short periode of time every group was able to think of
two ideas/concepts caused by a good flow within the groups, the
right preparations using the cutting method Concepts for Transit
orinted shopping centre: Prncpe Po Madrid: BEST IDEA:Your Destiny
CRAZY IDEA:Transista
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Defining
characteristics
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 BEST IDEA: Your
Destiny
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 CRAZY IDEA:
Transista
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E XAMPLE : C ORIO RESEARCH MEETING T URIN 2011 Underlying
purpose of this assignment was a wider implementation of using
creative skills and tools in Corio and help each other in efforts
to create a FMP It was a very good and inspirational session with a
lot of creativity in a relative short period of time The concept
was defined top down Next step: a practical check for every
idea/concept is needed (this was not part of the assignment) This
practical check could be made by finding business plans that put
the concept in practice and adds value/generates positive cash
flows
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S OME DEFINITIONS (1) Concept: a creative idea to realize a
specific objective. Most of the time a concept is a first thought
of a (new) product, advertisement campaign, a (new) shop or
marketing strategy. It is often an idea which has to be further
detailed and/or developed Conceptual thinking: a way of integral
thinking, from different disciplines/departments one brand concept
is being developed. A brand is stronger and more succesfull if a
concept is leaning over all the activities like an umbrella
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S OME DEFINITIONS (2) Imagineering: Is about rethinking the
essence of an organization. Imagineering is a combination of the
words imagination and engineering. Creativity, expertise and
technological improvements are being combined to tell
distinguishing, experienced stories Innovation: All activities
aimed towards modernization/renewal. Development of new things or
ideas. Innovation is a tool by which organizations can improve
their competitive position and efficiency