Ultimately, a wayfinding system can make the visitor experience better and therefore increase the time spent in the centre. The benefits of this are clear, if a visitor spends more time in a centre, they will also spend more money. Traffic can also be directed into areas of low footfall, exterior signage can attract passing trade and a better experience means a return visit is more likely.

Nowadays wayfinding isn’t just about directing people to where they parked their car, it’s about the whole retail journey. With the development of technology, digital elements are becoming more and more commonplace; from touchscreen kiosks to iPhone apps. Whilst these may seem like an unnecessary and frivolous expense, the revenue generated from retailer participation and advertising can make them a very lucrative asset management tool indeed.

When we are brought in to develop a new signage system for a mall, we firstly carry out an audit of the site and current signage to see where the current problems are. Many of these are the same across different malls, from there being too many signs, signs in the wrong places or information on signs too small. This first stage of work is critical to the success of the final system, as we establish the types of signs to be implemented and where they will be placed. This involves looking at the user journeys and how visitors move around the centre.

We then move onto the design phases and look at graphic elements such as typography, arrowing, pictograms and mapping. The main problem we encounter on existing malls is that the maps are not oriented to the user as they are looking at them. This practice should be applied to maps throughout the centre; those on signs, touchscreens, the website and printed directories.

Examples of heads up mapping on directory and touchscreen interface

The product design is also developed here; we focus on the form, function and materials in the signs. If digital is going to be included, we ensure that all elements are consistent and look like they are a part of the same system.

The next stage is where we prepare all files and information to hand over to the signage manufacturer. We develop detailed drawings and produce specifications and visual renderings of all sign types. A schedule outlining each sign type, quantities, locations and content will be finalised, as well as artwork guidelines, so the contractor can implement the full system according to our approved solution. We can also manage the tender process or support you as you do so. This is true of the implementation phase too; as we can visit the factory during manufacture and site during installation to ensure quality levels are consistently high.

It’s important to remember that although the initial outgoings of implementing a good wayfinding systems may seem high, it is a real investment that forms part of a better performing centre. Of course, it should tie in with the mall’s brand and interiors so that the entire space fits seamlessly together. At Air, we believe this ‘total design package’ of working on the brand, communications, signage, interiors and digital aspects is the best way to develop a consistently brand experience for users; one that they can identify before they arrive at the mall through public realm and online marketing, enjoy through an easy and comfortable visitor journey and engage with using technology throughout and after their visit.

After all, if people are using their leisure time to shop in your mall, you want to create the best experience possible for them. If you don’t, they won’t come back. Our aim is to make the leisure experience for the general public as good as it can be. That’s how we deliver value to asset owners, operators and managers. Our goal is to up the game and make the destination more productive, for the benefit of you and your customers.

‘Growing up in Ireland in the early 70s I was making Warholesque displays in my bedroom without knowing who Andy was. In a house without a television my magpie instinct turned to commercial products for visual stimulation. These to me were, and still are, beautiful art. Mum probably wondered what was happening to all her Daz boxes, Lux bottles and anything else that wasn’t nailed down. They were in my private art gallery. My bedroom was full of pop, airbrush and political posters. My favourite poster was the red and black Che Guevara Hasta la Victoria Siempre. Space hoppers were my Claes Oldenburgs, Battle Action comics were my Roy Lichtensteins and my Action Man was an improvised Alan Jones (don’t ask). My pinups were Marilyn Monroe and Blondie. I didn’t appreciate music at the time (except for Blondie) but the sound of my brother’s record player booming out David Bowie’s Hunky Dory (1971) repetitively probably subconsciously indoctrinated me further. ‘Andy Warhol looks a scream… Hang him on my wall, oh oh, oh oh…’

I gravitated to art at school when most pupils played rugby. It was considered a strange subject that wasn’t understood. I grew up and went to Art College. We celebrated Andy’s life and passing with a college party on 26 April 1988. The tickets were suitably fluorescent pink. I ended up in New York later that year by accident on a scholarship, and headed straight for MOMA. Andy seemed to be following me: Mao, Marilyn, Brillo and his first doily illustrations for Harpers.

After my degree I migrated to London for more design mayhem. My first job was as a designer at Imagination in 1993. Greg Gorman, the American photographer, was having an exhibition in the Imagination Gallery. We were tasked to design elements for the show and a 10 x 8 campaign photo of Andy wearing Ray Bans landed on my desk. He was looking at me sternly with his peroxide hair and he seemed to be saying that I had been neglecting him, as to be fair I had. But it was still some years before we met again.

I lived on the Isle of Dogs and would regularly go to Greenwich market to rummage through the second hand junk stalls. I found a great magazine and record stand. Andy was everywhere: Velvet Underground banana album covers, Diana Ross, The Smiths, Aretha Franklin, even the Rolling Stones. He designed over 50 album covers and there was that Ray Ban advert again. Only this time he shared the page with Arnold Schwarzenegger and Michael Jackson.

I joined Fitch in the late 90s. For overseas travel I had to acquire a credit card – a first for me. The day after receipt of the credit card I got rather inebriated. Stumbling through Soho with a fellow designer I passed TOM TOMS (now Art Republic) on New Compton Street. As I peered into the window at all the wonders inside, there on the wall was a screen-printed Campbell’s Soup Can Shopping Bag, circa 1966. I was transfixed. I stared for some time misting the window. Under the misapprehension that I was now well flush, we ambled in. I don’t remember the conversation I had with the gallery assistant other than ‘yeah it’s real’… ‘deposit’… ‘and it’s yours’. I handed over the credit card. I woke in the morning wondering what the hell had I done… but secretly very happy… then worried about the financial repercussions. After several payments over a considerable time, Andy and I moved in together. He still lives with me now.’

This holiday coincides with the equally exciting development that Air now has an official Chinese office! Based in Shanghai, it will join those in London and Moscow with staff working on the ground to look after local accounts. Our own Director David Kemp will be heading up operations in the region; developing our design team and client base there. Here he is in the very shiny new office…

We’ll keep you posted on progress, but in the meantime, wishing all of you a very happy Chinese new year!

To celebrate after a year of hard work, Air had its hotly anticipated Christmas party at a posh pad in Dorset last week. ‘To the Manor Born’ was the theme this time around, so there was tweed, flat caps and pearls aplenty (as well as caviar and gravadlax darling). Jolly good!

So all that’s left to be said is a very merry Christmas to all of our lovely staff, suppliers and clients, and here’s to a great 2012!

With 18,500 sq m of additional space, Air was brought in to develop a wayfinding and signage system that brought the old and new parts of the centre together. Looking at the mall, car park and environmental graphics, we used zoning techniques to break up the space and make it more intuitive for visitors.

See below for pics of Seán and Michelle’s recent trip to centre, complete with car park bunny and Paris Hilton star (she opened the centre nonetheless).

What do you do when you have one of the most successful malls in Europe and it needs a redesign? Well, top of the list is to absolutely not break it! With the third highest footfall in the Ségécé portfolio our brief for the famous Nový Shmícov in Prague was to not alienate the loyal customer base, but create a place that was even more welcoming, comfortable, modern and easy to use.

Superstar mall architect Pierre ‘The Corian’ Godin of PG Developments was project management lead on the ground and what a smashing job he did – Air providing interior design, creative support, navigation and interactive digital design. Hats off to Albert, Rodolphe, Phillipe, Yossi and the rest of the crew that helped to put it all together. Top job!

Our brand story focused on delivering zones within the centre that when combined made places for everyone to feel comfortable in. OK, so we’ve gone a bit nuts with the Corian, even using it to clad the walls, but the effect is great. The proof, as ever, is in the pudding and all the areas are being used to the max. The mall is much more comfortable and the feedback is already super positive.

If you’re lucky enough to be in the beautiful city of Prague – check it out.

Elena Rozanova, an ex-client who has worked for leading real estate agencies Jones Lang LaSalle, DTZ and Donaldsons, has joined the Air team as General Director. She’ll be based in Moscow to manage projects and look after existing clients in the country, as well as develop Air’s presence in Russia by getting new business and increasing our coverage in the industry press.

A native Russian speaker and fluent in English, Elena is a valuable asset to the team as she is able to liaise between clients and the London design team to ensure the smooth running of a project, giving clients peace of mind that they have someone locally to call upon should the need arise. Thanks to her marketing background, she is also more than aware of what a client wants and expects at different points during a design project. All sounds good eh?

Elena is coming to visit the London studio this week to meet the team and have a crash course in all things Air, from brand strategy to interiors and business development to PR. It’s gonna be hectic. We’ll let you know how she gets on!

Why were we there? – well it looks like we might be setting up a local operation in Shanghai to complement our London and Moscow offices. We met with loads of people during our short 5 day trip, which included a 24 hour whistle stop tour of Wuhan, a provincial city with the same population as Central London! Thanks to everyone for your hospitality and advice. We learned a huge amount, least of all how determined, hard working and ambitious the Chinese people are.

The speed at which they can put major infrastructure projects together made me want to cry – particularly when in the UK we’ve been debating Crossrail for decades – in Shanghai, they’d just knock it out in a couple of years. A lot of that has to do with the decision making process at the governmental level which the Chinese system allows to happen much faster. And of course the money is there for the capital investment.

10 years ago there were no malls in Shanghai. Now there are many and with the trend now towards mixed use developments, the competition between destinations will be stepping up. We think there’s a strong market where we could really make a difference.

Oh yes and we wouldn’t be British without a nicely understated comment about the local weather. QUITE WARM with a touch of HUMIDITY!

Alan