Liquid Agency Brand Marketing
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Liquid

Liquid Agency Launches SantanaRow.com

Website Presents Unique Brand Experience for New $1 Billion San Jose Development

San Jose, CA (November 5, 2001)- Liquid Agency, a top brand marketing firm providing strategy, design and implementation of comprehensive brand marketing programs, announced today the launch of the Santana Row website. The site introduces a new brand for the vibrant and diverse Santana Row development in San Jose, a $1 billion project that presents a unique mix of shopping, dining, entertainment and living designed to enhance the individual experience.

Santana Row is being developed by Federal Realty Investment Trust, a leading retail development company that creates urban spaces that are not just shopping centers, but dynamic, people and pedestrian-oriented places. Liquid's assignment included the development of a "brand platform" and a website to introduced the new brand. In keeping with the principles of the "New Urbanism" movement, Santana Row is being positioned as "a neighborhood like no other" to capture the essence of the development.

The website provides an engaging and informative brand experience that explores the uniqueness of the new retail and residential development opening in August 2002. The launch of the website was supported by a targeted media campaign, also designed by Liquid, to build awareness and interest with prospective retail and residential occupants. Santana Row has already signed Gucci, Crate & Barrel, Borders, and Diesel amongst its retail tenants.

The website provides an engaging and informative brand experience that explores the uniqueness of the new retail and residential development opening in August 2002. The launch of the website was supported by a targeted media campaign, also designed by Liquid, to build awareness and interest with prospective retail and residential occupants. Santana Row has already signed Gucci, Crate & Barrel, Borders, and Diesel amongst its retail tenants.

"The Santana Row brand project has been rewarding for Liquid in terms of defining an effective brand presence for an exciting addition to our community," said Alfredo Muccino, creative director at Liquid Agency. "The brand identity and website clearly reflect the essential qualities of Santana Row - positioning the project as a vital and vibrant new neighborhood offering a unique mix of living and shopping experiences."

Phase I of the web site sets the stage for Santana Row by inviting visitors to explore the many "layers of the brand". The words "live", "eat", "shop", "stay", "play" - hint at the activities and experiences one can expect at Santana Row - everyday activities that take place in an extraordinary setting. The theme was introduced through a targeted print advertising campaign intended to build awareness and drive audiences to the web site. The visuals and layout suggest a cosmopolitan feel mixed with an activity and people-oriented environment that offers entertainment, recreation, and upscale shopping and dining opportunities.

Phase II of the web site will delve deeper into the "layered experiences" providing movie-shorts that describe the myriad experiences of living, shopping and playing at Santana Row. Another interesting feature of the site will allow visitors to arrange furniture on residential floorplans according to "feng shui" principles.

Harvey Miller, director of Retail Merchandising at Santana Row adds, "we are very pleased with the website from Liquid Agency. The project exceeded our expectations and is reflective of the high quality standards that you can expect from everything associated with Santana Row. As the momentum of the project continues to build, we expect the site to be a strong and frequently sourced vehicle in communicating the exciting aspects of the new community."

About Liquid Agency Inc.

Liquid Agency, Inc. is a brand marketing agency providing strategy, design and implementation of comprehensive brand marketing programs. Liquid Agency's services include strategic brand development, brand identity, advertising, packaging, Web and interactive services, and all types of marketing communications collateral. Based in San Jose, Calif., Liquid Agency plans to expand its operations to better service clients in San Francisco, New York and Chicago. Current client engagements include projects for Adobe, Lucent, and Seagate. Additionally, Liquid Agency is working on projects for the San Jose Downtown Business Association, The Redevelopment Office for the City of San Jose, and Federal Realty Investment Trust (Santana Row).

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