With retail at a crossroads, CF recognized the potential within the luxury retail market of surviving the upheaval of brick and mortar stores. With locations coast-to-coast, Cadillac Fairview wanted to develop a distinct voice for its luxury locations to attract luxury retailers.
2017 - 2018
To attract luxury retailers we needed to know who the key players were and where they currently worked and played. The brands we were talking about operate in the global luxury landscape. We’re talking Gucci, Chanel, Louis Vuitton--true luxuries in the fashion world. They are brands that strategically grow their retail footprints in small increments annually. And they don’t typically consider malls as a place to house their storefronts.
Ultimately we’d have to position Cadillac Fairview as a leader in luxury premium global brands.
What we came to understand was that we had to show luxury--not tell luxury. We worked closely with CF to discover which quality materials to invest in, and how to tell a sales story that delivered on luxury key points in a premium quality manner. Not an easy task. But one we relished.
But why focus on high-quality materials? We played with luxury aspects like textures and finishing to give CF a competitive edge easily recognized in the High Streets of the world. We wanted to show luxury brands the value behind setting up shop in Canada. Our work would highlight the locations and the shopper profiles, while also showing the other cluster of retailers that would be in the brand neighborhood.
The result: the successful positioning of select CF malls in the luxury category. The finished product was a series of high-end coffee table style books that portrayed luxury in a beautiful and elegant manner. Each book introduced the reader to the world of CF luxury in a tactile way, leveraging print elements such as embossing, foils and translucent overlay sheets to create a truly memorable and premium experience. In 2018, shortly after completing the project, Cadillac Fair view signed its first Luxury brand, Louis Vuitton, to a lease in their CF Chinook Centre mall, located in Calgary. With Vuitton making the first move, it’s likely that other prestigious luxury retailers will follow.