Shelter 

On 9 March 2022, a Russian missile destroyed NIKOLSKY Shopping Center in Kharkiv. 

Just three months later, we partially reopened in a city living under constant missile attacks and air-raid alerts lasting up to 45% of operating hours. We transformed the underground parking into NIKOLSKY SHELTER — a safe, multifunctional space for culture, community life and retail during wartime. 

The project hosted 220+ events (from its beginning until April 2026), welcomed tens of thousands of visitors, and enabled brands including Puma, Jysk, LC Waikiki and Intertop to continue operating safely underground. 

For many residents, it became a symbol of safety, resilience and normal life. 

Free Stage by KATO 

Silent Hour at Alegro Setúbal is more than a quiet moment—it’s a 360° inclusive experience redefining customer service. Every Sunday, noise, lights, and stimuli are reduced to create a calm space for autistic and neurodivergent visitors. Free noise-cancelling headphones, priority parking and a sensory room are always available for extra comfort. Developed with the local ASD association, the initiative includes staff training, special sessions for autistic children during events, and awareness campaigns. As Portugal’s first shopping centre to launch a Silent Hour, Alegro Setúbal set the standard and over a dozen competitors soon followed, proof that great service isn’t just heard; it’s felt.

From Stadium to Shopping Centre 

Faced with over two years of the re-commercialisation process and the need to rebuild its image, Pasaż Grunwaldzki introduced an unconventional, marketing-led solution based on a multi-influencer model. 

The project centred on a partnership with Panthers Wrocław, an American football team, swapping the field for retail and turning authentic engagement into a powerful communication platform. 

The campaign enabled Pasaż Grunwaldzki to maximise a limited budget, create a unique influencer ecosystem and restore credibility. The strategy not only rebuilt the centre’s image but also delivered measurable business impact, including +2.5% turnover, +2% footfall growth and a +9% increase in the male customer segment. 

K-POP Random Dance 

NIKOLSKY transformed K-POP culture into one of the most viral youth-driven social media activations in Ukraine. Between April 2025 and April 2026, 19 K-POP Random Dance events turned the mall into a live cultural stage where Gen Z communities gathered both offline and online. With zero advertising budget, the campaign generated millions of video views, tens of thousands of interactions, rapid audience growth across TikTok and Instagram, and created one of the most talked-about youth communities in the city. Each two-hour event proved that authentic culture can outperform paid media. 

We didn’t wait for the silver wave. We rode it 

Inowrocław — home to Galeria Solna — is shrinking and ageing fast. While others chased younger audiences, the centre leaned into reality: the silver generation was becoming its most powerful growth driver. 

No stock photos. No models. Just real women. Two local residents, aged 60+ and 70+, became the faces of the brand — authentic micro-influencers redefining fashion, lifestyle and visibility on their own terms. 

What began as a social media experiment turned into a movement, culminating in a live event celebrating the energy and diversity of the silver generation and bringing the community closer than ever. 

Manufaktura’s Halloween Takeover 

Halloween in Łódź had long existed as scattered, small-scale initiatives. Manufaktura saw an opportunity to transform that fragmentation into a citywide destination experience. In 2024, we launched our first Halloween parade and broke the Polish record for the largest gathering of people dressed as vampires. In 2025, we scaled the idea with Scary Circus and a citywide parade created with the City of Łódź. Together, these experiences turned Manufaktura into the city’s leading Halloween destination — a place where people gather, celebrate and create shared seasonal memories. 

Manufaktura did not simply add another event to the calendar. It created a new seasonal ritual in the city. 

Lights Camera Feelings 

In 2025, Galeria Twierdza Zamość transformed the undeniable chemistry between two local creators into a viral love story followed by thousands. A series of TikTok-inspired Reels — filmed in the centre and featuring a photographer and a model who already knew each other from previous shoots — sparked a 339% year-on-year surge in organic reach on Facebook. The campaign required no additional media budget. 

A sharp reminder that the most powerful content can’t be manufactured. It must be real. 

INFLUCENTER 

INFLUCENTER is a permanent retail and experience concept created through the collaboration between Bonarka shopping centre and EKIPA, one of Poland’s most influential digital creator groups. Building on EKIPA’s massive online reach and Bonarka’s strong connection with Gen Z, the project transforms digital influence into a tangible, everyday shopping experience. More than a store, INFLUCENTER is a strategic brand platform connecting online communities with offline retail, social interaction and exclusive products. It reinforces Bonarka’s “Playground” positioning, strengthens relationships with young consumers, drives visits and engagement, and positions the centre as an innovative destination where digital culture and physical experiences seamlessly converge. 

This Bag Has Many Lives and You Live Them All 

The campaign “This Bag Has Many Lives and You Live Them All” represents a transformative milestone in how retail destinations can lead both environmental and social change. Traditionally, the L’Aljub Shopping Center in Elche is known for its iconic “summer bag”, a highly anticipated annual giveaway that generates massive local expectation. However, for the 2025 edition, we decided to break the mould of traditional gifting to create a manifesto for our “Destination 2030” strategic plan, focusing on the circular economy and authentic social inclusion. 

The project began with a significant environmental challenge: a 500 sqm PVC advertising banner that was destined to become industrial waste. Instead of discarding it, we embarked on a journey of upcycling, transforming this non-biodegradable material into 1,282 exclusive, handmade tote bags. This process ensured that no two bags were identical, offering our customers a unique piece of “upcycled art” while achieving a Zero Waste objective. 

The heart of the initiative was our partnership with the Tamarit Special Education School. Moving beyond a simple donation model, we integrated students with special needs directly into the value chain. Through vocational workshops, these young people meticulously crafted each bag, giving them an active role, visibility and a sense of pride as their work became a coveted fashion item in their city. This collaboration humanised our brand and provided a voice to a group often overlooked in large-scale retail marketing. 

To ensure the campaign drove measurable business results, we implemented a total digitalisation strategy. The bags could only be obtained by activating a digital coupon through the “Club L’Aljub” app. This created an unprecedented digital mobilisation in Elche, resulting in record-breaking metrics: 4,581 new CRM leads and over 2,000 new app downloads. 

The campaign was a resounding success across all fronts. We welcomed nearly 1.5 million visitors (a 4% increase in traffic) and generated an Advertising Value Equivalency (AVE) of €25,590, with a 100% positive sentiment analysis. Recognised as the “Best Social Campaign 2025” at Publifestival, this project proves that when a shopping centre acts with a “heart”, it doesn’t just improve the planet and society — it builds an unbreakable bond of loyalty with its community that traditional marketing simply cannot buy. 

HAIR-ITAGE Pop-Up Experience 

Hair is heritage. It’s personal. It’s cultural. While South Africa celebrates National Braai (Barbecue) Day as part of its heritage, Johannesburg-based super-regional Mall of Africa chose to differentiate itself by focusing on identity and self-expression through HAIR-itage. 

With culture woven into everything we do, for Heritage Month (September), we turned hair into a celebration of identity, connection and commerce with HAIR-itage: an immersive pop-up salon experience featuring styling bars, a hair masterclass and a panel discussion. 

HAIR-itage was a one-of-a-kind campaign that contributed to YoY increases in tenant turnover (7%), spend per head (7.2%) and social engagement (167%). 

#DestinationFourways Media Day 

#DestinationFourways was a strategic PR intervention to reset the narrative around South Africa’s largest super-regional shopping centre, Fourways Mall. After years of negative coverage linked to its former landlord, the mall had been framed as a failing asset. In May 2025, Fourways Mall reclaimed the story by inviting the media to experience the centre as it truly was — and as it was becoming. The initiative aimed to shift media perception, promote transparency and share successes. It marked the start of a reinvention narrative. In the months that followed, footfall grew by over 15% MoM, tenant vacancies more than halved, and media sentiment shifted to optimistic and future-forward. 

Reintroducing an Icon to the City 

After three years of transformation and a €32M investment, L’illa Diagonal entered a new era. 

To present this transformation and invite the city to rediscover L’illa, a communication platform was developed under the concept “New L’Illa. Where Always. Like Never Before.”, evolving into “Celebrem com mai” as the reopening approached, turning the project into a shared celebration for the city. 

Over three days, more than 40 free contemporary circus performances transformed the shopping centre into a vibrant cultural stage, guiding visitors through its renovated spaces. 

The result: +10.6% footfall during the event, increased sales and a renewed relationship between L’illa and Barcelona. 

The Silent Taboo Affecting 30 Million Women — We Need to Talk About It 

In Europe, there are 30 million women between 40 and 60 years old, and 97% experience menopause symptoms that affect them physically, mentally, socially and professionally — yet it remains taboo. 

We need to talk about it. 

In the 1940s, women with severe menopause symptoms were admitted to psychiatric wards and treated with electroshock.

We need to talk about it. 

That silence inspired RC to launch Europe’s first menopause campaign in partnership with the University of Copenhagen. 

The campaign transformed RC into a platform for awareness, dialogue and education, with exhibitions, expert talks, VR experiences and activations involving retailers and healthcare professionals, as well as employees and customers, around one mission: 

We need to talk about it! 

Battle of the Choirs 

Some South African malls represent more than shops; they are village squares where communities gather. 

Retail spaces such as Maponya Mall, Sammy Marks Square, The Golden Walk and The Boulders Shopping Centre still sit within a strained social fabric as South Africa battles historical fragmentation. 

In Soweto and Germiston, youth unemployment and a lack of support leave talent unseen. In Midrand and Pretoria, the urban pace fuels isolation. 

Four marketing teams hosted a collaborative, heartfelt initiative to move beyond “selling” to people and instead “sing” to them. 

The project bridged the gap between commercial space and belonging, transforming malls into connection hubs. 

Youth at the Center 

NEPI Rockcastle’s “Youth in the Centre” is the first nationwide social programme in Polish retail focused on supporting young people’s mental wellbeing. Responding to rising levels of depression, loneliness, addiction and disinformation among teenagers, the initiative transforms shopping centres into modern “third places” for education, social connection and personal development. Delivered across 16 centres, the programme combines interactive workshops, psychological support, sports activities, volunteering and youth spaces created with streetworkers and prevention experts. It redefines the role of shopping centres as active partners in building healthier, more resilient communities. 

Enjoy our 2025 Gold winning entries

Gold and Best of The Best Winner

Customer Service
Silent Hour
Alegro Setúbal

Silent Hour at Alegro Setúbal is more than a quiet moment—it’s a 360° inclusive experience redefining customer service. Every Sunday, noise, lights, and stimuli are reduced to create a calm space for autistic and neurodivergent visitors. Free noise-cancelling headphones, priority parking and a sensory room are always available for extra comfort. Developed with the local ASD association, the initiative includes staff training, special sessions for autistic children during events, and awareness campaigns. As Portugal’s first shopping centre to launch a Silent Hour, Alegro Setúbal set the standard and over a dozen competitors soon followed, proof that great service isn’t just heard; it’s felt.

Corporate Social Responsibility

Handpicked City Farm
Kenilworth Centre

In November 2022 Kenilworth Centre’s (KC) Hand Picked City Farm became operational. This enabled them to use the farm to roll out ESG, social and community initiatives. It is becoming a more permanent solution to address FOOD SECURITY, EDUCATION/SKILLS DEVELOPMENT and JOB CREATION. 

They focused on the local community, including NGOs. Since 2003, they joined forces with strong partners who share their vision, to strengthen the future of this urban rooftop farm.

2 Key role-players came to the front: 

• The Mr Price Foundation provided funding for structural installations and monthly running costs. 
• Freshlife Produce created an agricultural project and manages the farm.

Emerging Technology

The Forgotten Women: Engaging Gen Z through Emerging Technology
Roedovre Centrum

RC engaged Gen Z through an interactive and immersive Roblox universe, merging cultural heritage with digital innovation. Partnering with the National Museum, we brought Norse mythology to life, highlighting the Vølves; overlooked Viking women. Using real-time multiplayer experiences, and gamified storytelling, the campaign transformed education into entertainment, making history interactive and engaging. 

This initiative bridged physical and digital worlds, reshaping how Gen Z learns and interacts with brands. With 12,472 players, 15,000+ game sessions and 1.14M impressions, RC pioneered a new era of digital retail engagement.

Corporate Social Responsibility

Power of Science
Roedovre Centrum

The global gender imbalance in STEM fields has long been a pressing issue. Often, life-saving products are developed by male scientists with little consideration for women’s specific needs. With only 33% of STEM students being women, the problem starts as early as primary school, where girls lose interest due to teaching methods and societal pressures. In partnership with DTU (Technical University of Denmark) and Rødovre Municipality, Rødovre Centrum launched the Power of Science campaign to inspire young girls to pursue STEM subjects, creating impactful and inspiring results.

Emerging Technology

Wish Game
Roedovre Centrum

Engaging Gen Z by Gamifying Christmas Shopping: Gen Z accounts for 40% of the retail consumption, and RC aimed to engage these consumers during the peak shopping season—Christmas—to inspire them to shop at RC. Understanding that traditional commercial messages don’t resonate as strongly with Gen Z, we developed a contemporary TikTok game that highlighted trending products available in RC’s stores. Players could select the product they wanted most for Christmas, making the experience interactive and personalized. This playful and interactive approach made RC relevant to Gen Z in a fresh, engaging way. The campaign became a viral success on TikTok and drove strong sales in stores.

Brand & Tenant Partnerships

Power of Drama
Roedovre Centrum

During the COVID-19 lockdown in 2020, streaming services grew considerably. This made good sense, as all cultural events were shut down. Families gathered around the TV, and even though everyone was looking forward to the restrictions being lifted and a normal everyday life, it was difficult for Det Kongelige Teater (the Royal Danish Theatre – DKT) to attract their usual audience, as they experienced a major attendance decline. It was time to showcase DKT from a sparkling, fresh perspective and in unexpected surroundings with a new audience at our location inside the mall. Our “The Power of Drama” campaign generated good results as well as customer visits, revenue, and online activity.

Corporate Social Responsibility

Unmasking Strength: Superhero learners support mental health
Liberty Promenade

Just 28 km outside Cape Town, South Africa is Mitchells Plain, a densely populated township, where hardworking families are faced with crime, unemployment and addiction. Regional mall Liberty Promenade serves as a lifeline to the Mitchells Plain community through various CSI initiatives. Here, public schools are under-funded, with 1 in 5 learners affected by mental health challenges. The Next Generation Musical Showcase, now in its 12th year, is a talent show that enables artistic expression, with a new theme chosen annually, and the cash prizes awarded are strictly utilised to upgrade schools. In 2023, 1 000 learners and 5 000 families were positively impacted by the talent show.

Placemaking

Costa Del Croydon: Transforming a rooftop into a vibrant urban destination
Centrale & Whitgift

Costa Del Croydon transformed Centrale & Whitgift’s rooftop car park into an urban beach paradise, bringing the seaside to Croydon. More than a Summer pop-up, this free event featured sandpits, splash zones, family activities, street food, a pop-up bar, and live entertainment. Designed as an accessible escape for locals, it fostered community engagement through partnerships with local groups and charities. Welcoming 30,000+ visitors, it boosted footfall, supported businesses, and reinforced Croydon as one of London’s top three family-friendly boroughs: 

Brand & Tenant Partnerships

October’s Very Own at Scarborough Town Centre
Scarborough Town Centre

With October’s Very Own being one of the most frequently requested retailers, Scarborough Town Centre offered the brand a five-month pop-up location to test the market. STC elevated its tenant onboarding program, delivering a high-impact, multi-channel launch that included owned media domination & PR. It secured STC as a location for a Drake music video! The result? 49M+ media impressions, sellouts of limited-edition merchandise & OVO exceeding its sales and traffic targets —leading to the brand signing a permanent lease within one month of the pop-up’s operation. This strategic, B2B-first approach reinforced STC’s as a top-tier retail destination & a valued retail partner to the brand.

Grand Opening

Food Fyrtel Grand Opening
Posnania

Food Fyrtel, Poznań’s first year-round food hall, opened in November 2022 as a vibrant destination with 18 culinary concepts, 500 seats, a bar, an event stage, and an outdoor area. But how do you market a space that doesn’t yet exist? A studio set and influencer shoots gave audiences a taste of what was to come. Positioned as #FOOD #FRIENDS #FUN, our 360° campaign combined traditional, digital, and influencer marketing. Celebrity chef Magda Gessler headlined opening day, drawing 5,000 visitors and generating 3.2M TikTok views. The campaign achieved an 8.7M total reach, making Food Fyrtel Poznań’s new lifestyle and gastronomic hotspot.

Corporate Social Responsibility

Passing the baton across generations. The first neonatal ambulance container in Poland
Manufaktura

The “Ambulance for Preemies” project is execution within the Manufaktura brand strategic pilar, focus on real community needs. Supporting the purchase of Poland’s first container neonatal ambulance for preemies project, was realized through community-driven efforts. This was achieved through all 2022 year’ unconventional actions, collaboration with various stakeholders, international ambassadors, cooperation with Regional Emergency Medical Service Station, automotive industry and strong media support. Thanks to the collective efforts of Manufaktura’s customers, the purchase of the ambulance was made possible. Now the ambulance saves the lives of 4 children daily as it travels across Poland.

Placemaking

DogBar in Galeria Katowicka
Galeria Katowicka

Galeria Katowicka, guided by the CityLife concept, listens to its customers, anticipates their needs, and takes bold, pioneering steps. One such decision was creating Poland’s first DogBar—a space where dog owners can enjoy a meal with their pets in the food court without affecting others’ comfort. This initiative responds to customer demand and strengthens Katowicka’s image as a pet-friendly, inclusive, socially engaged shopping center. The project received highly positive feedback from the local community and sparked nationwide media interest, igniting discussions on the future of modern malls that not only follow but also shape user expectations.

Emerging Technology

TARRACO EXPERIENCE
Parc Central

In the summer of 2024, Parc Central intends to promote the only archaeological site that can be visited that houses a shopping centre discovered in 1994 and considered an archaeological jewel of great value. Located in the underground car park of the centre and unknown to many of the users who visit Parc Central. This fact gave us the opportunity to design a tactical and innovative action that would generate a great impact that would last in the memory of residents and tourists and also for the city, contributing to the local economy and consolidating Parc Central de Tarragona as a tourist destination that preserves its cultural heritage through the use of cutting-edge technologies.