Context
In the world of shopping centres, there are those that seem to have no soul… and those that have a strong identity. So, when the Manor Marin centre in Neuchâtel, which first opened in 1987, underwent a renovation to embrace better sustainability and energy efficiency, a revival was needed at every level. The architectural practice overseeing and implementing the project (a-rr. SA, Lausanne) brought Hymn on board to explore a transformation of the building’s name, textures and identity.
Challenge
Because the transformation would apply to both the architecture and the centre’s branding, the two hired agencies had to develop complimentary solutions. For example, in light of the renovations, it made sense to reflect the concept of an “upgrade” in the new name and visual identity. This connection between the branding and the architecture needed to be embodied in the structure’s façade and give the impression of a brand-new building (and not a simple refresh of what had existed before).
Services
Naming
Branding
Communication
Webdesign
Signage
Environmental Design
Client
a-rr. SA
Balintra AG
Solution
Allow us to introduce the brand-new “Marin+”, which evokes the concept of offering more while remaining faithful to the centre’s original name. It also addressed one of the project’s other big challenges: to find a name that reflects the location (in Marin) while ensuring the centre remained distinct from its large, neighbouring competitor (Marin Centre).
Often thought of as cold and heartless, shopping centres are usually designed to be discreet. We took a different approach and opted to create a universe that boldly asserts its logo and colouring in shades of red and terracotta.
The new identity for Marin+ also included a graphic, woven pattern that results in a captivating and repeating moiré effect. These patterns and colours are at the forefront of the visual identity, the signage and the building’s façade, which were all thoughtfully designed by our team with great care.
To generate buzz around the reopening, the centre launched a digital campaign. Using the slogan “Plus de toi” (“More for you”), the centre put the client at the forefront, emphasizing both the wide variety of items on offer and the time clients can save by shopping at MARIN+.
Marin+ also leaned into launching a strong digital presence, offering a first touchpoint for consumers to explore the centre’s brand, personality and offerings.
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Hymn Design Sàrl
Rue de Lausanne 64
1020 Renens — Switzerland
