|Agency: Banks Hoggins O'Shea||
Author: Steven Hastings
Launching the largest shopping centre in Europe should be as easy as hitting the limit on your credit card, you may say. Yet when that shopping centre opened within 10 miles of Lakeside Thurrock, a very wellestablished rival, and the aim was to attract bigger spenders who dont like shopping centres, fresh thinking was needed. To avoid these big spenders turning off we had to turn architecture into emotion. Although we had many strong and impressive facts at out disposal we had to resist the temptation to use them, instead concentrating on creating a lasting impression of Bluewater that would entice people to visit and create the anticipation of a special day.