Shopping Center | 300,000 square feet
South Coast Collection, affectionately called SoCo, is the only progressive Design Center of its kind in Orange County. The project features design, showroom and creative office space strategically located in the heart of coastal Orange County. Burnham USA purchased the property in distress and has spent millions of dollars redesigning and merchandising the center.
THE CAMPAIGN: SOCO IS OHSO...
The objective was to showcase SoCo as THE destination in Orange County for unique and eclectic home decor and interior services. The goal was also to change the perception of the center as difficult to find, with lackluster retailers.
The campaign featured a fresh twist on interiors that has a fashion flair, using a cool green/blue palette representing the “green” approach to the architecture and environmental design of the center, as well as images that feature the character of the retailers and the place itself. The ads appealed to a younger, more chic clientele, looking for a unique home shopping destination without having to drive to LA. Playing off of the nickname – SoCo – SoCo is OhSo became the tagline, adding fun, hip words to complete the message – fresh, chic, new, festive, green, inspired, etc. The modern logo design was applied to monument signage and utilized throughout the center for a cohesive connection. Light pole banners were hung throughout the area within Costa Mesa for way-finding, as well as designing a sophisticated interactive map on the website. With the presence of a huge LED board directly on the 405 fwy, we were able to create graphics that feature the exciting new merchants.
This campaign has created a new perception for this brand new concept. No longer do customers feel that this center is tired and boring. Now SoCo has been embraced as an OC hot spot for cool urban style shopping and dining.