How We Turned Karlovo Way Park into a Shopping Destination

In the world of creativity, every story follows its own unique path—and our journey with Karlovo Way Park is one of those that inspire us and prove that, with the right strategy and creativity, we can shift perceptions and build not just a successful brand, but a lasting presence in the minds of consumers. Our work with the retail park began a few years ago, when we were tasked with developing its brand identity—from the name, logo, and slogan, to the website and complete visual identity for both online and offline channels, which we’ve already shared in our blog. That mission was a success—but the time had come to think one step further: how could we position the retail park even more strategically, as the go-to shopping destination in the city of Karlovo.

Now, let us tell you about our newest creative challenge—with a mission.

As you already know, Karlovo Way Park stands out as the first retail park in Karlovo—and the only shopping destination in the city that offers a modern and convenient shopping experience. Its presence helped solve a key challenge for local residents: the need to travel to larger cities to access their favorite brands. Over the years, the park has not only provided a wide range of stores and services, but also marked a significant step forward in the city’s commercial infrastructure.

The Insight
After establishing Karlovo Way Park as the leading shopping location in the city, it was time to take things to the next level. We knew that building long-term trust with consumers—something we had already achieved—was just the beginning. The next step was to make the park even more recognizable as a true shopping destination. That’s when a bold idea came to us: to develop a fresh creative strategy that would spotlight seasonal campaigns focused on new collections and special offers. In short, we decided to introduce a mall-style approach to a retail park setting.

The core concept behind our new strategy was the idea of seasonal visuals—spring, summer, autumn, and winter. By creating campaigns that connected with our audience during every fashion season, we not only showcased the park’s retail mix, but also positioned Karlovo Way Park as a local trendsetter—one that stays close to its consumers all year round.

Creative
We developed a variety of key visuals for each season, blending seasonal creativity with fresh and engaging messages. The goal wasn’t just to reflect the mood of each season, but also to highlight how Karlovo Way Park offers more than just shopping—it delivers a complete shopping experience.

Each seasonal visual was designed with a slogan that played on words in a clever way, tying the essence of the season to the retail park’s core idea.

Why Did Our “Mall-Style” Approach Work?
The approach we took was inspired by the traditional mall model for image-driven campaigns—we positioned the park as a place that communicates all seasonal trends, new collections, and promotions.

Each key visual included essential elements: a branded fascia featuring the logos of all retail tenants, and the brand’s slogan. Because when you want to be seen as a shopping destination, you have to communicate like a trendsetter. And that’s exactly what we did.

With the power of creativity, social media, seasonal campaign strategies, and strong messaging, we successfully positioned Karlovo Way Park as more than just a shopping destination—it became a fashion trendsetter in the city.

This is just a glimpse of the work we’ve done in shaping a unique brand image for Karlovo Way Park. The creativity we poured into the project not only solidified the park’s position, but also laid the foundation for a new level of communication and future growth.

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