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Minneapolis Downtown Council

Real change was the essence of this downtown brand

Vacant retail spaces aren’t good business for downtown Minneapolis, neither is inequity. An inclusive solution was needed to create a vibrant retail experience appealing to diverse residents, visitors and businesses.

Minneapolis Downtown Council

Real change was the essence of this downtown brand

Vacant retail spaces aren’t good business for downtown Minneapolis, neither is inequity. An inclusive solution was needed to create a vibrant retail experience appealing to diverse residents, visitors and businesses.

Insight

Minority business owners faced considerable barriers getting retail space in downtown Minneapolis. Access to the many vacant spaces could ease this obstacle while bringing vibrancy back to the area.

Solution

A comprehensive brand targeting minority business owners, real estate management, downtown residents, workers and visitors. A brand signifying change, vibrancy and inclusion.

Outcome

Chameleon Shoppes continues to grow, providing retail space to 100+ vendors in both pop-up and permanent store fronts in downtown Minneapolis.
Chameleon Shoppes vendor page shown on a laptop and mobile phone

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