CITY & MOBILITY

CITY & MOBILITY

Marseille
Rue de la République

JUMP-STARTING AND PLACING A FULL MILE OF SHOPS AND SERVICES IN A CITY BURDENED WITH EXCESSIVE MERCHANT FLOORSPACE

Context

A NEW HEART PUMPS LIFE AT THE VERY CENTRE OF MARSEILLE

REBIRTH

THE NEW MARSEILLE

THE JOLIETTE NEIGHBOURHOOD

A SHORT STORY OF THE NEIGHBOURHOOD

10 years into the sale of 1.1 kilometres of the Marseille Rue de la République to American investment fund SilverPeak, neither habitat renovation nor merchandizing strategy have resulted in making leeway towards bringing a change upon the area. The media is raving about the situation and return on investments seems more remote than ever.

Nolaho created 44 | 113 to reconnect this urban area with this Euro-Mediterranean city’s growth and induce gentrification of these degraded city blocks. The goal was to start turning the flywheel that would propel the neighbourhood upwards into a pioneering, energizing, creatively mercantile burgeoning community.

Methodology

REVIEW THE POSITIONING AND ANCHOR IT TO THE MAP

Strategize to regenerate commercial and societal appeal
Produce B2B marketing brand and toolkit
Analyse gentrification trends
Interview urban development experts and sociologists
and local Marseilles key persons
Host creativity seminars

TOGETHER, WE HAVE:

Nolaho produced a new value scheme revolving around careful consideration of daily needs of both resident and passing target populations.

This new city Centre thus relies on current demographics and merchants to uphold an innovative range of services enhancing urban networks. These serve as foundational building blocks that increase attractiveness for future merchants while providing an unprecedented consumer and buyer experience.

Three priority targets:

  • Reinforcing diversity among local inhabitants, which comprise students and senior citizens
  • Creating attractions that appeal to families living further off and invite them through soft mobility options
  • Ensure high-level market sensitivity

DELIVERABLE

SITE MARKET SENSITIVITY

Banking on the neighbourhood’s taste for self-reliance, Nolaho bundled a neat core product and service range that matches all target populations’ aspirations: going local with a collaborative sharing economy.
A well-thought out promenade bustles with life from weekday to week-end: the local greens grower furnishes upscale restaurants and street food shops, co-working materializes in coffee shops and public parks…

One brand, one vision

Generating joy through togetherness, trade and appreciating life. This promise bestows the street with the calling it was meant to bear: a place to shop, get things done, take a break... in short, to live.

MARKETING BROCHURE

A document designed to bolster the image of this historical city neighbourhood rewrites the past and helps merchants to pinpoint their target market.

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TRANSGENERATIONAL VIBES

Bespoke and co-created consumer experiences involved local inhabitants, leading to new experiences where different age groups reinforce existing strong transgenerational ties. New Marseilles talents and shops lock in to this scheme perfectly.

they’re talking about it…

SOPHIE FERJANI SELECTS RUE DE LA REPUBLIQUE FOR INAUGURAL BOUTIQUE SHOP

MARSEILLE / OCTOBER 19TH, 2017

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