In the era of social media, buyers share and spread the information, and they continue to look for interesting and unique content from brands. The impression they get at the retail space is becoming an important marketing factor not only in terms of promoting sales but also in terms of attracting new customers and building a brand image, awareness and customer loyalty. Therefore demand for immersive arts, outstanding decorations, culture-inspired activations and events is on the rise.
Each artist has his own individual style, therefore in order to cooperate with an artist, it is essential to assess the various aspects that determine the success of any such partnership.
An experiential marketing agency will assess the customer’s needs, the synergy between the artist and the brand, the environment, objectives, and possibilities for implementation, and then organize the work and control the deadlines.
The Hanging Gardens at Europa Shopping Centre
Cooperation between one of our clients, Europa Shopping Centre located in the heart of Vilnius, and the most well-known Lithuanian decorator and florist Mantas Petruškevičius is an example of such partnership. When our client asked for a spring-summer decor theme, we suggested Mantas’ services.
Mantas used the voluminous central hall of Europa Shopping Mall and filled the space with colourful hydrangeas against the white backdrop of the walls. He used over 4,000 flowers for his composition. Although due to the lockdown in March the installation had to be postponed, as soon as the lockdown measures were eased, the visitors of the shopping mall could enjoy the luscious Hanging Gardens by Mantas.
The clouds of 2-3 meters in size formed from dried and artificial flowers and special lighting made each visitor entering the shopping mall look up in awe. Furthermore, the visitors were able to step on a special glass carpet placed under the clouds of flowers, which expanded the sense of space and created an illusion of completeness. In addition, the decorator selected special fragrance for his installation that was disseminated using the scent machine.
The Hanging Gardens installation brought not only a large number of visitors to the mall who shared their photographs on social media but also attracted media attention. A photo session for a fashion magazine and even for a wedding took place in the mall.
A Tropical summer terrace
The successful partnership and excellent results of the Hanging Gardens installation led to the continuation of cooperation with Mantas Petruškevičius. At the beginning of the summer, at the request of the Europa Shopping Centre, an outdoor terrace in the style of the city lounge was installed.
Mantas created impressive oases of tropical plants, which gave the terrace additional charm and privacy to visitors, who were happy to use these spaces for socializing, lunch and hangout.
Since the shopping mall is located in the business area of the city and is surrounded by office skyscrapers, on summer Tuesdays and Thursdays street food trucks were placed near the shopping centre’s terrace, which expanded the choice of eateries at lunchtime. On Thursdays after office parties were organized with a DJ and free non-alcoholic cocktails in the Europa terrace.