intu Metrocentre

25th Anniversary

Metrocentre, the biggest UK shopping centre, was opened 28 April 1986 and was now 25 years young and about to celebrate its Silver Anniversary. Our brief was not only to make a ‘song and dance’ about that fact but also to increase footfall, specifically to the more underused parts of the centre. Our solution was always going to be much more than ‘just’ a campaign. We created unique ‘moments of interest’; a series of sculptures, futuristic ‘Silver Shoppers’ (25% larger than life). They made a huge impact with customers who explored the whole of the centre to discover our incredible ‘Silver People’ and in doing so, were able to participate in the competition we created to drive footfall and dwell-time - ‘What’s in the Bag?’, which remains to this day Metrocentre’s most successful campaign with over 30,000 entries.

 

As part of the celebrations we had an idea for a charity concept, ‘The Heart of 1000 Crystals’. Once installed, this stunning feature and supporting CSR campaign won the prestigious ‘Golden Apple’ in the Purple Apple Awards, something that both we and Metrocentre are hugely proud of.

© 2017 Hedley McEwan

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