By taking traditional ideas of an (Arcade) and giving it a fresh (Young) view, we begin to redefine the shopping experience for this development. A fusion of old meets new, outside meets inside, challenging existing preconceived ideas and redefining a new experience.
This was done by borrowing elements from traditional ideas of an arcade and revising them in a way that creates something new, unexpected and non-traditional.
By capitalising on elements of yesteryear, from the traditional ideas of an arcade to the nostalgic imagery that captures the imagination. Revising the past and combining it with all the design and luxury of modern day living created something new, unexpected and iconic.
A throwback to a time, once forgotten, this idea conjures thoughts of ice-creams by the beach, family vacations, gaming halls and water fun. The new destination - Young Street Arcade will be a place to hang out, meet up with friends or just relax.
Hipsters will head up the coast on the light trail to grab a coffee and some vintage shopping or grab a record at one of the local emporiums.
By creating this new brand, we not only gave the new development a personality and a unique feel, but we also gave the Leasing team something exciting to sell.
All of a sudden the sales pitch changes from “Our newly refurbished centre is opening soon” to something more like “YOUNG STREET ARCADE. Shop, dine and chill alfresco”.