As part of a Design competition, Overlay re-invented Macalline experience. Following questionnaires & interviews from over 80 peoples, consumer’s profiling, in-depth market foresights & competition analysis; we proposed a unique & opportune new positioning to the group nonexistent branding. From it’s logo to the brand communication guidelines down to retail strategies, we unraveled a clear 7 step directions to re-position, convince & seduce their audience. The aim was to shift Macalline from a destination space to an impulse purchase entertainment destination for it’s customers. Events agenda along with Decoration Expertise Consultations as well as solutions to drive people up the floors while magnifying the retail offer in a relaxing & modern environment.