London Designer Outlet appoints Haygarth and Kinetika to lead consumer launch
London’s first designer outlet centre – London Designer Outlet – currently under construction as part of the major development at Wembley, has appointed a roster of agencies to spearhead its 2013 launch into the consumer market.
Haygarth, Inferno, Kinetika and Total Media have been appointed following a series of competitive pitches to position the 350,000 square foot centre as a must-visit shopping destination.
Marketing agency, Haygarth has been enlisted to manage the PR and experiential campaign. It plans to drive interest and engagement with event activity and ambassador engagement, media relations and blogger outreach.
For local outreach activity in the build-up to launch and to add theatre for the opening, London Designer Outlet has engaged carnival specialists Kinetika, fresh from the Brick Lane-based company’s Team GB Parade and Paralympic Closing Ceremony triumphs.
James Glancy Design has also been commissioned to create and deliver both seasonal and permanent design solutions for the centre.
Deborah Owen-Ellis Clark, responsible for marketing at London Designer Outlet, explains: “As a vital stage of the redevelopment of historic and iconic Wembley, London Designer Outlet is a unique addition to the capital’s leisure offering and the first ever outlet centre within the M25. We are delighted with the agencies we have selected and are confident that their retail expertise, strategic approach and their outstanding creativity will deliver a compelling and outstanding opening campaign.”
When it opens its doors to shoppers, London Designer Outlet will feature retailers including L.K. Bennett, Superdry, Guess, Nike, Gap, Clarks and Marks & Spencer, a new nine-screen Cineworld and a strong line-up of restaurants including Prezzo, Handmade Burger Co, Las Iguanas and TGI Fridays. Located adjacent to Wembley Stadium and Arena, plus a new four star Hilton, the centre will have a catchment of 10.4m residents within a 60-minute radius.
