Hammerson looked to Xcite to innovate an imaginative culinary activation
Hammerson’s track record for carving shopping centres into desirable destinations has seen them delight consumers year upon year. Wanting to improve their dining experience and attract Summer footfall in eight of their centres, Hammerson looked to Xcite to innovate an imaginative touring culinary activation.
Hammerson’s portfolio includes diverse spaces. Xcite needed to find a creative solution to complement both indoor and outdoor environments and varied infrastructures.
The touring set had to have swift build and disassemble times with a carefully managed crew. Equally, the activation needed to engage popular interest with its inventive design.
Xcite conceived an American dining theme designed to send audiences on a dazzling transatlantic journey. The team implemented a bespoke 1950s diner set transporting visitors into a fun filled game of Food Bingo.
With roller-skating entertainers and costumed bingo-callers at the ready, shoppers had the opportunity to unlock a variety of special discounts (via a loyalty card) for use in the malls’ food outlets. Everything from vintage Jukeboxes to pin-up star memorabilia set the scene as Xcite designed pop-up food sampling stations for retailers to showcase their top eats.
The result? Increased footfall and elevated spend within eateries across Hammerson’s retail portfolio. Visitors across the country ate their way to a happy shopping experience!