Lady Gaga in the Mall House

Entertainment, Special Events, Technology Lab

Westfield has realized a real PR coup with the “Love for Sale” virtual premiere.

If you're concerned about the limited cachet of virtual mall events, consider this: Lady Gaga will be performing excerpts from her latest album with Tony Bennett on Live.Westfield.com this coming September 30. Touted as an exclusive gig, the on[...] Tactics Subscribers Read More...

“New Sounds Live” to Challenge Mall Shoppers

Entertainment, Special Events, Technology Lab

This curated installation should be music to STEAM fans’ ears.

Prime numbers and algorithms aren't often associated with the performing arts, but they are at the heart of the synthetic sounds experience that will await visitors in the winter garden at Brookfield Place in New York City next month. "New Soun[...] Tactics Subscribers Read More...

Birmingham Reopens Its Event Playbook

Entertainment, Special Events

Placemaking partners make lighter work of putting community events and celebrations back on the public agenda.

Consumers seem to fall into two groups: Those who fantasize about mingling in a crowd again and those who shudder at the very thought of a walkabout. The City of Birmingham is about to demonstrate that putting everyone at ease and reigniting co[...] Tactics Subscribers Read More...

It’s a Radio Takeover at Bikini Berlin

Amenities, Entertainment, Special Events

It isn’t quite Oktoberfest, but “Summer on the Roof” still offers a breezy beer garden.

Add the word "takeover" to any marketing material these days and one's mind goes straight to the web. However, the space that the radioeins station is taking over from Bikini Berlin this summer and early fall isn't the German shopping center's [...] Tactics Subscribers Read More...

Trafford Centre Gets Back in the Social Groove

Entertainment, Sales Promotions & More, Special Events

The fair-style event is the draw, but the promise of retail “treats” moves traffic into the center’s stores.

Who would have thought 18 months ago that established malls would still need ice-breaker events to bring their tenants and shoppers together? That's what the Trafford Centre in Manchester (UK) is essentially doing with its Summer Social, a seve[...] Tactics Subscribers Read More...

Dr. Bike Is Headed Back to Edmonton Green

Community Room, Special Events, Sustainability

Edmonton Green caters to shoppers with a growing love of two-wheel travel.

Edmonton Green (London, UK) is all about proximity retailing. The center's invitation to locals: Visit its 120+ shops, stop by the charity kiosk or community board, and roam an indoor market selling fresh produce "right down your street." Its e[...] Tactics Subscribers Read More...

Meme’s the Word at K11 Art Mall

Entertainment, Special Events, Technology Lab

This unique installation begins online and culminates on-site at the mall.

What qualifies as Culture? Online, it's pretty much anything that will go viral. Just think of memes, be they snapshots, hilarious quotes, or clips of TikTok videos that spread in mutated forms across the web. K11 Art Mall just opened a pop-up [...] Tactics Subscribers Read More...

Faster, Higher, Stronger…Together

Community Relations, Community Room, Entertainment, Special Events

Brookfield Place Perth’s countdown to the Tokyo Games is infused in local Indigenous culture.

Brookfield Place Perth's marketing team would have liked to launch its NAIDOC celebrations on July 4 as planned but had to delay the festivities by a week because of COVID restrictions. However, as it turns out, the new date might end up workin[...] Tactics Subscribers Read More...

Quiet on the Mall Set…Rolling…Action!

Entertainment, Special Events

Budding filmmakers find a summer residence in a California center’s vacant unit.

By this time next week, shopping centers across California will be fully open and, for the most part, back to pre-C business. The shift is evident in the line-up of activities that Westfield's Mission Valley mall has planned for its visitors, i[...] Tactics Subscribers Read More...

What’s the Deal with Dreary CR Events?

Community Room, Entertainment, Special Events

Community groups are ideal partners to beef up a mall’s post-pandemic event roster.

You can see them from a mall mile away. The makeshift signage, scattered pamphlets, and poorly lit spots—community group installations in shopping centers too often come across as marketing afterthoughts and GLA fillers. They can be so much m[...] Tactics Subscribers Read More...