The Case
City Concorde is a privately owned shopping centre in Luxembourg. The shopping centre distinguishes itself by focusing mainly on local brands and a relatively large offer of food and beverage outlets. This gives it a unique and exclusive character which makes it one of the most visited malls in Luxembourg.
In the owner’s vision, City Concorde is not a standard shopping centre, but a “Lifestyle Destination”. His goal is for City Concorde to become a destination where people spend their leisure time. In combination with Pleisureworld, TDAC was asked to leisure development plan for the mall. This plan should increase the length of stay of the guests and attract specific target groups.
The Approach
After researching the Luxembourg market, both through a visit to Luxembourg and desk research, we developed different scenarios for leisure development in this mall, including SWOT matrices and target group descriptions. Based on this information, a direction was chosen. Together with a creative agency, Food and Beverage consultants and the mall’s architect, the direction was translated in a vision plan. This plan is currently in development and will open in summer 2024.
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