Case study: a Christmas fit for a Prince’s Square ‐ the role of design in shopping centre positioning

Abstract

Examines the role of design within the context of shopping centre positioning by means of a case‐study approach, based upon the design and implementation of festive decorations for the award‐winning Prince’s Square shopping centre in Glasgow. Seeks to identify the role that design and the designer plays in the process of developing a positioning statement for a shopping centre. Examines in particular the design development process from the designer’s perspective, and provides an insight into how these professionals approach the problem of integrating design creativity within the physical constraints of a shopping centre, while at the same time seeking to satisfy the marketing aspirations of the retailers housed there.

Citation

Moore, C.M. and Lochhead, M. (1997), "Case study: a Christmas fit for a Prince’s Square ‐ the role of design in shopping centre positioning", International Journal of Retail & Distribution Management, Vol. 25 No. 9, pp. 309-315. https://doi.org/10.1108/09590559710185790