The Other September Issue

Entertainment, Special Events

With ongoing shopper engagement and online support, a bespoke mall magazine can be as effective for marketing as big media collaborations.

In this global "Republic of Me," fashion destinations are being pulled in two seemingly opposite marketing directions: Take the aspirational route and offer customers some on-trend mentoring or pave the way for shoppers to explore and express t[...] Tactics Subscribers Read More...

Meet You at the Arcade

Entertainment, Special Events

If you still think arcades should be relegated to a back corner of the mall, you might want to rethink that strategy.

Anyone who thinks that arcade games are just becoming cool again hasn't been paying attention. As far as diehard fans go, they'd never lost their appeal, and the only question that remains for retail marketing teams is: Will these games be play[...] Tactics Subscribers Read More...

Working the Student Niche

Entertainment, Special Events

One UK mall will have student shoppers in stitches following a fashion event like no other.

This time of year, students get showered with retail offers—discounts, F&B loyalty cards, leisure freebies, you name it. Sustaining their attention past their school mid-terms, however, might take something more. A chance to collect on-trend [...] Tactics Subscribers Read More...

The Great Mall Campout

Entertainment, Special Events

Shoppi Tivoli wrapped up its summer of events with its first-ever kids’ sleepover.

Switzerland's biggest mall went all out to earn the loyalty of shopping families this summer with back-to-back activities that ranged from donut design to superhero meet-and-greets. It then ended the season with a first: A full-on campout.

Three[...] Tactics Subscribers Read More...

This Mall’s Cocktail Hour Will Last 3 Days

Entertainment, Special Events

The Trinity Leeds grown-up festival is on-trend, as shoppers seek more F&B destinations and events.

After wine, coffee, and beer, drinks with a little more punch are slowly but surely making their way onto retail destinations' festival rosters. The latest: The Trinity Leeds Gin Festival coming this September 6-9 to the Trinity Kitchen. In a[...] Tactics Subscribers Read More...

Beauty and the Mall

Entertainment, Special Events

NorthPark’s current art quest goes well beyond America’s borders.

Teleportation through magical doorways remains the stuff of science fiction, but NorthPark Center (Dallas, USA) might have the next best thing: The Portal. A Shared_Studios creation, it's an immersive space that connects those who step inside it[...] Tactics Subscribers Read More...

Summer on Screen at Arena Square

Entertainment, Special Events

Wembley Park has seasonal hits and inviting décor to get shoppers hooked.

Like road trip playlists, people enjoy their summer flicks. Wembley Park (London, UK) has filled its calendar with Dirty Dancing, La La Land, Mama Mia!, and other blockbusters to keep shoppers coming back to its free Summer on Screen evenings at[...] Tactics Subscribers Read More...

Building Community Ties, Brick by Brick

Entertainment, Special Events

LEGO Brick Pits double as fundraising areas for a children’s charity.

Animals and toys are always guaranteed to attract young families. One Aussie mall banked on both when it hosted a large-scale school holiday exhibit. It took Ryan McNaught, aka The Brickman, and his team 530 hours and 113,498 LEGO bricks to m[...] Tactics Subscribers Read More...

The Bells Were Ringing at This Mall Chapel

Sales Promotions, Special Events

A media partnership turns a wedding fair into a full-blown festival of love.

For those used to the haute life, weddings take on above-average proportions. A Canadian upscale center and its media partner managed to create their one-stop planning dreamland for a month with a mix of how-to sessions, aspirational visual merc[...] Tactics Subscribers Read More...

Game of Thrones: The Spin-offs Live On

Entertainment, Special Events

Arenas de Barcelona’s Central Square morphs into Westeros.

The now cult TV series, Game of Thrones might have ended, but fans' attachment to it has yet to weaken. For those who are in withdrawal, Arenas de Barcelona in Spain has a tailor-made event series beginning today: Game of Thrones, The Challenge.[...] Tactics Subscribers Read More...