15 minutes of Fame
heighten awareness of the centre as a destination
Ealing Broadway’s Shopping Pavilion attracts significant daily footfall. Just seconds from Ealing Broadway underground station and central to numerous major bus routes, the site is an accessible stop-off point for commuters and passers-by. Site owners British Land wanted to heighten awareness of the centre as a destination in its own right. With Xcite’s extensive Placemaking experience, the team were called upon to increase shopper affinity and dwell time.
Whilst passing commuters are familiar with the centre, engaging visitors to reframe their perceptions of the site’s shopping facilities was no easy feat.
Guests needed to be convinced that the space offered more than grab and go items.
Xcite needed to create a statement-making event that could reposition Ealing Broadway Shopping Centre as a convenient yet credible retail destination.
Xcite conceived a bespoke style and beauty lounge inviting everyone to enjoy glamourous VIP treatments. Building and installing a specially created unit on site, the public were encouraged to spend time relaxing and taking in the retail surroundings whilst enjoying complimentary make-overs.
Xcite supplied leading make-up and hair artists to treat customers before they posed before a photographer in their very own fashion shoot. With photos directly linked to social media feeds, shoppers could share their 15 minutes of fame with everyone.