Rebranding. Retail Real Estate

Through a series of mid-week retail activations, repositioned community’s public perception of shopping center – shifting sentiment and reigniting shopper excitement and outlook.

Project Brief: To create a series of midweek, family-oriented activations designed to impact community perception and sentiment.

My involvement: 

  • Logistics / planning – mobilized and developed a program within 4 weeks of date, with a set budget. Creatively maximizing the two day agenda. Focused on generating mid-week traffic.
  • Creative – Naming, branding, design.
  • Marketing – Conceptualized strategic approach and initiated a guerrilla-style marketing approach, utilizing social media, email marketing, brand ambassadors, word-of-mouth, and street marketing.

Results: Immediate on-site sentiment shift, repositioning center’s image, re-igniting community’s outlook and support of shopping mall. Activating mall through:

  • Group Yoga
  • Meet and Greet with Daniel Tiger
  • Kid’s Fun Zone (oversized checkers, connect four game, and giant Lego
  • Chance the Rapper sold-out concert ticket giveaway
  • Retailer integration and participation through promotions


Recipient: Santa Fe Place Mall, Santa Fe NM
Category: Retail Activations, Events, PR, Branding, Design
My Role: Creative & Strategy Direction, Event Planning, Project Management
Photography: Gabriella Marks

* this project was proudly executed and completed during Andre Ivanchuk's tenure at SpinosoREG, and does not necessarily reflect the views or opinions of past, current or future affiliations