Mengus / Stockholm HUB – Branding concept for commercial real estate. How do you brand commercial real estate to attract just the right kind of high-quality tenants and increase the value of your investors’ portfolio? The answer: establish a clear brand position for the building and communicate it clearly and consistently.
Our client. Mengus is a Stockholm-based private equity firm specializing in identifying and unlocking the value potential in commercial real estate.
Our assignment. In this case, they’d acquired an 8-storey fifties-style office building near Stockholm’s central station, an area traditionally regarded as somewhat dubious. Our challenge was to develop a clearly differentiated positioning, name and story around the new building that would help change the misconceptions and fill the building with tenants.
What we did. Mengus understands the importance of telling unique and compelling stories around each of its properties. Since this particular building was a 2-minute walk from the central train station, it meant that commuters could save a lot of time. The building underwent a major facelift, with ceilings elevated and flexible office landscape planning. Our strategy led to the creation of the Stockholm Hub concept – a unique office solution in the center of Stockholm.
Mengus rented out the building in record time – literally in a matter of months from their initial interaction with brokers and tenant representatives. To be fair, this had a lot to do with their own skills and network of contacts. But the digital and print marketing tools we helped to develop, including transforming part of the space into a show room, assisted greatly in the sales work.