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Fitch appointed to brand
Tigné Point development
by a staff reporter
The international design and brand consultancy Fitch has been
appointed by the Malta development consortium MIDI plc to create
and brand the new urban quarter at Tigné Point.
Fitch will be developing the brand through its architecture
and through the emotional environment as well, and is aimed
at offering
the public a complete lifestyle
experience.
Benjamin Muscat, chief executive of MIDI, said the company recognised
the complexity of the project at Tigné and the need for
the expertise of a brand and design consultancy with a proven
record in consumer understanding.
“We asked Fitch to devise a strategy to give Tigné
Point specific brand values. This guarantees the area a unique
identity which the public can immediately identify as providing
them with a complete lifestyle experience of guaranteed quality,”
Mr Muscat said.
Development of the project will take up to 10 years, but 65
per cent of Tigne' Point will be completed in three years’
time.
The work not only involves retail, sports and leisure facilities
but also residential areas. The development project also incorporates
the dismantling and restoration of a 19th century barracks.
Part of Fitch's commission is to ensure that the newly constructed
environment blends in with the restored heritage site.
Sara O'Rorke, senior consultant at Fitch said the consultancy
was delighted to be involved in the project.
With 40 years’ experience and over 700 professionals in
nine offices worldwide, Fitch has the breadth of capabilities
and the depth of experience to help clients develop new products,
create or refresh brands and build environments that enhance
every touchpoint a brand has with its customers. Fitch is part
of Cordiant Communications Group plc, the world's 10th largest
communications group.
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