Whether a shopping precinct, new stadium or entertainment venue, developers are seeking to create environments that are vibrant and active around the clock. Once the design and product mix have been decided on, the key to success is a well curated precinct.
So what is good curating?
Tip 1: People first
Consumer expectations are constantly evolving and must be top of mind when curating a new precinct. Rather than focusing on what people currently demand (which will be old news soon enough!), hone your thinking instead onto emerging trends. Could this be a type of technology, a flourishing cuisine, interactive entertainment or innovative art? Demonstrate authenticity by allowing visitors to be immersed in the experience at all touch points.
Tip 2: Go broad
Your precinct will have several target audiences so ensure food, entertainment and activations have broad appeal. When mapping out your audience groups consider the needs and wants of each group and then how they overlap. Could you use a personalised art installation to create a share-worthy experience that engages both tweens and Chinese tourists? Or a clever rewards scheme that appeals to both parents and foodies looking for the best value for money?
Tip 3: Facilitate connections
Creating connections with each audience group is key to maintaining a sustainable and active destination. Aim to curate a detailed schedule of activities that create a connection between the target audience and the precinct. This could be a weekly cooking class, farmers market, open mic night, silent cinema or a myriad of other traditional or quirky events.
Tip 4: Variety is the spice of life
Ensure the precinct stays relevant and interesting by constantly changing up the type of engagement on offer. Consider implementing short term programs such as pop up restaurants, themed weeks (cheese week, dog week etc) or seasonal activations to stay on people’s minds and in the media. Remember to think outside the box!
Tip 5: Make your data work
It’s time for brands to get creative in the way they collect and use data. Clever precincts will incentivise the collection of data and then use it to create experiences that will delight. Visitors could sign up to an app that allows them to skip the queue at all outlets, then meal specials based on in-app activity could be pushed to further engage them. Remember you must always add value!
The key takeout: to curate a magnetic destination, focus on creating a variety of sensory-stimulating interactions that connect your precinct and your audience on an emotional level.