The Shops At Riverside
Transformation to A Luxury Retail Crown Jewel

Client:

The Mills, a publicly traded real estate investment company that developed, owned and operated major super-regional malls

Situation:

Riverside Mall, an upscale retail center in prestigious Bergen County, New Jersey is to be competitively re-positioned and re-merchandised for the luxury retail marketplace

Strategy

• Re-position the property to distinguish it from regional competition
• Re-name the property to The Shops At Riverside
• Create a sensually luxurious marketing campaign to support leasing and consumer initiatives
• Evolve branding and creative as ongoing merchandising and renovation redefine the center

Solution:

• Create a positioning statement, new brand messaging and Come To The River campaign theme with unique out-of-category water imagery during an extensive renovation
• Develop new photographic visual assets and large direct marketing brochures
• Create a consumer direct mail campaign with oversized postcards featuring evocative photos and headlines from the advertising campaign
• Produce ads in a variety of targeted newspapers and magazines
• Generate on-site branded assets to tell consumers of changes underway

Results:

• The influx of luxury so changed the complexion of the center that its value soared by hundreds of millions of dollars
• When The Mills was sold to The Simon Property Group and Farallon Capital Management, The Shops At Riverside was considered to be the crown jewel of the portfolio