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Digitalmohawk

21 / Icon Complex

A shopping centre that publishes like a magazine

A site for a retail and dining complex. Alongside the store directory and opening hours it runs an editorial feed, so the centre has something to say between visits.

The brief

A shopping centre site is usually a directory and a car park map, which people open twice a year. The centre wanted a reason to be visited online in the weeks when nobody is planning a trip.

What we built

  1. 01

    Four plain sections in the navigation: shop, dine, discover and visit

  2. 02

    An editorial feed of styling and brand stories, dated and bylined like a magazine rather than posted as news

  3. 03

    Full-bleed product photography on the hero, treated as an editorial cover rather than a promotion

  4. 04

    Store and restaurant detail pages that carry the practical facts under the photography

  5. 05

    Search across stores, dining and articles together, since a visitor does not know which of the three holds their answer

Screens

The Icon Complex homepage: a full-bleed photograph of glazed ceramic bowls with the heading Discover Irresistible Collection, above a grid of dated editorial articles.
Editorial cover, then a feed of dated stories. A directory that behaves like a magazine.
The dine section: restaurants at the complex shown as full-width photographs with names and cuisine types.
Dining gets the same editorial treatment as retail, rather than a list of tenants.
The shop section: a directory of stores at the complex, shown as photographs with names.
The store directory, still photographed rather than listed.

Outcomes

  • The centre has a reason to be opened between visits

  • Shop, dine and read are one search rather than three directories

Next project

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