Sagax Hybrid properties™
From a mix of property functions to Hybrid properties™
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Warehouse + Logistics
SH1 in Kista Science City became the foundation for an entirely new property category: Hybrid Properties™. SH1 aims to outcompete its rivalling industrial properties by not just putting a logo on the building. The concept defines a clear tenant mix that creates more value for Sagax tenants as well as the surrounding neighbourhood.
The solution defined Hybrid Properties as buildings and quarters where the combination of different functions, together with their service offerings. This enables Sagax to predefine and attract specific types of tenants, emphasising the synergies between different tenant types and the lifestyle amenities of the surrounding area.
Category
Type
Market
Size
Location
Launched
Commercial
Hybrid property
Sweden
9 449 m²
Kista Science City
2022
Last mile logistics
Production companies
E-commerce
Office + warehouse
Professional retail
Five core tenant categories were identified that could coexist beneficially and by being supported Sagax service offering, would generate more value for them and the surrounding neighbourhood than other rivalling industrial properties.
Scalable Varying sizes and heights
Adaptable Different facades
Cost-effective Impact with reasonable cost
Sustainable Durable materials, low maintenance
Distinctive Stand out, remain sophisticated
S (Sagax) + H (Hybrid) + Number + Location.
The naming system needed to be simple, memorable, scalable, and infuse the Sagax parent brand while establishing Hybrid as a distinct category. The solution was an elegant yet simple formula: Hybrid Properties™. An entirely new property category and a philosophical shift to an ecosystem of tenants influencing everything from the sustainability approach (requiring BREEAM In-Use certification for all Hybrid properties) to the property management model.
Hybridfastigheter™ and Hybrid Properties™ were trademarked to own and protect the concept, enabling it to be used locally and when proof of concept realised, across the Sagax portfolio internationally.
From high school to 'multi-tenant' to hybrid property
We mapped out a Sagax Customer Journey and identified the opportunities which will deliver increased inbound leads, improve conversion and retention rates. A multi-lingual digital platform and Elevator Pitch document were produced to attract both local and international businesses. We also produced a suite of digital advertising which could be utilised within owned and purchased media to amplifying new stories of transformation and availability. Specific ads were produced for key platforms such as Objektvision.se, Lokalguiden.se and Blocket.se.
Sagax Flex
in Jordbro
Explore our detailed documentation of the transformation process, showcasing how tailored, flexible solutions meet the evolving needs of tenants.
What we did
A short summary of our main tasks and challenges solved together with the client.
Brand Strategy
Tenant profiling
Customer journey
Brand design
Naming
Trademarking
Facade Concept
Naming system
Facade concept
Signage programme
Material research
Multi-building application
Property Systems
Visualisations
Digital design
Digital marketing & SEO
Sales deck