10 Jun 2014

Reinventing A Brand | The Gallery, Philadelphia

OVERVIEW

The Gallery at Market East was opened in 1977. It was later expanded as Gallery I and II in the early 1980s. The Pennsylvania Real Estate Investment Trust (PREIT) acquired the Gallery I in April 2003 from The Rouse Company. They acquired Gallery II in the third fiscal quarter of 2004 from the state’s Public School Employees’ Retirement System. The total complex measures approximately 1,100,000 square feet (100,000 m2) of retail space, and at its peak, had about 130 stores.

When PREIT finally controlled the last piece of the puzzle, they were ready to redevelop the property.

SITUATION

Over the years, The Gallery had fallen into disrepair and did not have a good reputation, either in the city, or in the industry. There was more bad than good equity with the name. But it was attached to a major transportation hub and had incredible location recognition. The question was how to rebrand the property as something wholly different from it’s predecessor without having to start from scratch, or worse, confuse people.

STRATEGY

With all the revitalization of retro brands that popped up in the last few years (Shinola. Converse. Old Spice), it seemed like reviving an old brand would be a natural extension for an urban development. To allow a local developer to bring three prime blocks of urban retail back to it’s former glory seemed worth the effort. Using simple graphics, a monochromatic approach, and classic black and white photography, Panzano+Partners created a new brand identity, sales materials, presentation videos, collateral and various promotional items. The result was a new take on an old name that was hip, urban and chic.

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