APCOA Parking garages to become brand

The European market leader in parking area management is working on the development of a recognisable brand. In the next few years step by step as many as possible of the over 4,100 Apcoa garages in 17 countries in Europe are to be redesigned

Success factor for commercial properties

The company expects a positive response to the investment from property owners with whom the company has concluded lease or management agreements. This is because an attractive parking area is a decisive success factor for commercial properties. For example, a shopping centre: retail trading today is characterised by cut-throat competition. In city centres premium areas have an advantage. "This includes an attractive parking area facility, since the first and last impression a visitor to a shopping area arises in the parking garage," according to Apcoa director Friedrich Schock. Customers prefer to spend their money in places where they can also park in a pleasant environment.

Functionality takes priority

An eye-catching cyan-blue guidance system will in future help visitors to APCOA parking garages to orient themselves. The designers paid particular attention to drivers finding their cars on their return as easily as possible. Stylised big city images, which identify the parking areas, support orientation. For example, Athens represents parking area A, Berlin area B, Cordoba area C and so on. The corresponding signs are up to 1.2 x 1.2 m in size so that they cannot be overlooked.

Icons assist orientation

Stylised representations, so-called icons, of world famous sights of particular cities illustrate the parking areas. The Apcoa slogan "The world of parking" was addressed with these pictures. The parking area "Athens" is identified by the Acropolis and the area "Berlin" by the Brandenburg Gate. The icons are always white on a blue background. In addition, different colours characterise the individual parking levels for better orientation.

Development of a European brand

The consistent colour and logical design of parking areas in Europe is to date rather the exception. To this extent the company expects a high degree of attention on the part of motorists from its clear and functional design and consequently the development of the Apcoa brand. "Motorists will not fail to notice over 4,000 garages with a uniform design," Friedrich Schock affirms.

In this way the owners of the garages save on the expensive development of an interior design concept of their own, according to Friedrich Schock: "As a result, the parking garage obtains status it deserves. It is an important source of income and the building?s visiting card." The adoption of the new design is above all planned in garages which have to be modernised in any case.

Acceptance for higher prices

The company's evaluation of initial experience with the new design is very positive. The users accepted the price increases without any problems. For example, in Oslo the company raised prices by 25 % after implementation of the concept in spring. Although there are more reasonable parking spaces in the immediate vicinity, many motorists prefer the redesigned garage.