A World of Fragrances

Westside shopping center has some fun with its beauty category marketing.

What does the Orient smell like? Shoppers at Westside in Switzerland have until the end of this month to find out. The mall set up six sensory stations for its World of Fragrances installation, and it is challenging visitors to stop by, take a w[...] Read More...

Life Meets Tech at Broadgate

Special Events, Technology Lab

UK center to explore the future of humans and technology with event series, pop-up installations.

A series of events and pop-up installations at a UK shopping center illuminates the new era in which us humans have been thrust: Survival of the Techiest. Whether visitors will be in observation mode or ready to learn new skills, they'll gain a [...] Tactics Subscribers Read More...

NYC Exhibit Engages Public by Design

Entertainment, Special Events

The Big Apple’s renovated plaza gets another piece of participatory public art.

Times Square in New York City keeps on rejuvenating itself with pop-up installations that are not only visually stimulating, but also bring visitors right into the design process. Design Pavilion recently presented a series of interactive displa[...] Tactics Subscribers Read More...

Runners Who Go Bump in the Night

Entertainment, Special Events

Swiss shopping center is the official host of a special spring event.

There are no ghouls or long-legged beasts in this entertaining initiative, so not to worry. However, for some, keen runners are different creatures and they invaded a Swiss mall last month for a flash edition sporting event. On May 6, residen[...] Tactics Subscribers Read More...

Out of the Box: The Docks Dome

Entertainment, Special Events

Docks Bruxsel is just weeks away from launching its new rooftop event venue.

It looks like something out of James Bond movie: a mysterious high-tech facility perched on a rooftop, with panoramic terraces and an airy glass-covered walkway. This Belgian special event hall hasn't officially opened yet, but the bookings are [...] Tactics Subscribers Read More...

Plate Expectations Draw Shoppers In

Food & Beverage, Special Events

Aussie mall sends its patrons on a path of discovery with a pop-up F&B program.

Over the past 20 years, Tasting Australia has given food lovers an annual festival celebrating its region's full gamut of culinary trailblazers, from paddock to plate. For the first time this spring, it's bringing the event to the mall with pop-[...] Tactics Subscribers Read More...

Festivalgoers Get Fit with Sir Richard Branson

Community Relations, Special Events

More than 20,000 people flocked to the UK’s Hackney Marshes to sweat it out with the Virgin founder.

Leave it to Sir Richard Branson to reinvent the familiar. This past April 30, the man who started the ever-growing Virgin Group got a sizeable crowd fired up as he launched a new marquee event in the UK's famous Hackney Marshes in East London. [...] Tactics Subscribers Read More...

The Gateway Takes Fun to New Heights

Entertainment, Special Events

Center hosts museum exhibit that allows visitors to experience the thrill of science.

Tanner Stimpson was first to ride the SkyCycle, a bike suspended 15 feet in the air and set on a 30-foot track to bring science to life. The attraction is actually an innovative exhibit that the Discovery Gateway Children's Museum launched at Th[...] Tactics Subscribers Read More...

Shoppers Take Up Mall Escalator Challenge

Entertainment, Special Events

Staff also face off against celebrity team to raise funds for children’s organization.

From the get-go, this mall event was destined to grab the attention of shoppers and move them to act. It was a simple concept that gave grown-up visitors full license to do something many of them had been itching to do: break the rules. Who d[...] Tactics Subscribers Read More...

Do Your Shoppers Wear Happy?

Entertainment, Special Events

This event series is for shoppers who love gaming as much as they do fashion.

Here's one original way to deliver a seasonal campaign: turn it into a game. That's what Pacific Werribee in Australia did over the past five weeks, inviting customers to have some fun experimenting with different pieces of clothing, footwear, a[...] Tactics Subscribers Read More...