intu Lakeside Recycling Event
carving a memorable, enjoyable experience for all
The Intu Group hoped to mark Lakeside Shopping Centre’s family-friendly appeal and discover more about their customers. They looked to Xcite to add to their database of shoppers whilst carving a memorable, enjoyable experience for all visiting families.
Every year thousands of shoppers with families use the facilities at intu Lakeside. Yet the demands of family life can mean visitors don’t always want to stop, engage with centre staff and reflect upon their shopping experience.
Xcite needed a strategic approach to communicate a strong message about the centre's sustainable ethos whilst capturing crucial data and providing a fun, purposeful experience for all.
The Xcite team knew that a destination-making installation was needed to captivate audiences. Bringing a bespoke blank canvas unit to the centre, Xcite created a unique interactive installation.
Families were invited to put their personalised stamp on the installation, embellishing it with images, murals and decorations crafted from recyclable materials. With everything from plastic bottles, newspapers and magazines, recycled furniture and clothing, both children and parents had a full spectrum of objects to play with.
Xcite’s strategic approach ensured that the centre’s brand identity remained at the forefront of the project with the roof of the unit branded with intu Lakeside’s logo, made out of recycled materials. As children delighted in bringing their imaginations to life, staff were able to talk to parents and capture the vital details to build intu Lakeside's database.