High-tech Escape: IBM at Bikini Berlin

Live Demonstrations, Sales Promotions & More

This pop-up experience was split into two very different consumer touchpoints.

When consumers think of IBM, they mostly envision PCs and enterprise information systems. The company recently brought its Pop-up Experience to Germany's Bikini Berlin, intent on widening that perspective. Until June 29, IBM will use one of the [...] Read More...

How Far Would You Take a Mini-me Strategy?

Food & Beverage, Sales Promotions & More

Pint-sized amenities and services are trending, even in the coffee F&B category.

Yeah, she's fallen for tasty hot beverages and with a little luck, her parents will take her to her local BabyCino Bar next weekend. It's just the latest grown-up experience to have been re-packaged to fit kids' increasingly refined lifestyles. [...] Tactics Subscribers Read More...

Welcome to Le Grand Marché

Food & Beverage, Sales Promotions & More

This reincarnation of a former early 20th-century expo pavilion is designed and leased for dwelling.

Street vendors with fresh produce stacked high in crates, children running through back alleys to meet up with friends at the playground, mini-theater stages popping up in the main square, and wanderers taking a breather on bleachers. It must be[...] Tactics Subscribers Read More...

Urban Targets: Foodie Commuters

Food & Beverage, Sales Promotions & More

Tourism outfits and transportation authority teamed up to create a hop-on-hop-off scheme for culinary buffs.

Metro Vancouver is one of the most culturally diverse regions in Canada. If you're a tourist looking to eat your way around the world, this would be a good place to do it. Just hop on the SkyTrain and "dine the line." Earlier this month, the [...] Tactics Subscribers Read More...

Foodies Flock to the Urban Pantry

Food & Beverage, Sales Promotions & More

When properly planned, an experiential marketing event can generate a return in retail sales.

It's tough to walk past a white event canopy without becoming a little curious about what's going on underneath. Add food and drink samples, and that FOMO feeling fully kicks in. Before you know it, line-ups form, the pace of passersby slows dow[...] Tactics Subscribers Read More...

This Texas Mall is Playing with Shoppers

Food & Beverage, Sales Promotions & More

North Star’s little online game raises the center’s profile online and boosts traffic on-site.

North Star Mall (San Antonio, Texas) often makes its marketing pitch on Facebook to help drive traffic to its eateries. Last week, it got creative. Instead of uploading the usual picture-and-caption combo, it posted an F&B riddle. Anyone who lik[...] Tactics Subscribers Read More...

Things Are Heating Up at Square One

Food & Beverage, Sales Promotions & More

After much anticipation, the upscale Canadian center is ready for The Food District’s big reveal.

The formula looks familiar: An artisan marketplace, a test kitchen, celebrity chefs, event space, and a closely curated roster of vendors add up to something more than a run-of-the-mill food court. With that, you're reaching a concept in the ord[...] Tactics Subscribers Read More...

This Is Not Your Average Buffet

Food & Beverage, Leasing

A popular Taiwanese eatery has just made its first foray into the Thai market.

You've got food emporiums on one end of the trendy culinary spectrum and small-footprint boutique eateries on the other, and smack in the middle is a Taiwanese market leader that hopes its concept is exportable. Charoen Pokphand Foods PLC (CP[...] Tactics Subscribers Read More...

URBANescape Hosts Mall’s Food Missions

Food & Beverage, Sales Promotions & More

Shoppi Tivoli puts a gaming twist on customers’ culinary outings.

Shoppi Tivoli (Spreitenbach, Switzerland) wants to get customers fired up about its culinary options, so it's turning ordinary meals out into high-stakes missions. Together with URBANescape (Zurich), the center is putting them on the trail of a [...] Tactics Subscribers Read More...

Brookfield Plays its Convenience Card

Dining Guides, Food & Beverage

For the Toronto center’s office tenants, feeding staff and clients is a cinch.

Whether trying to seal a lucrative deal or just lifting midweek office morale, tasty food goes a long way in creating the right environment to foster good interpersonal relations. If enticing options are just an elevator flight away from the mee[...] Tactics Subscribers Read More...