Canadian landlord QuadReal unveiled unique floral activations at several of its shopping centres this last month. The goal was to bring shoppers into QuadReal’s malls while also ‘sparking joy’ during the pandemic.
“There’s so much talk in our industry about ‘placemaking’ but it is our firm belief that what makes a ‘place’ extra special are these unforgettable, joyful moments that place customers and communities at the forefront,” says Andy Clydesdale, EVP of Retail, QuadReal Property Group. “Now, more than ever, we are fixated on ‘moment making’ at our retail properties creating these unique moments wholly designed to connect with our customers on an emotional level.”
At the Bayview Village in Toronto from September 17 to 19, a display called ‘In a Garden of Curiosities’ launched under the centre’s Swarovski-encrusted chandeliers. The immersive flower garden also allowed guests to pose for a complimentary portrait taken by renowned Toronto photographer Katherine Holland.
At Bower Place in Red Deer on September 19, a pick-up truck with local blooms was parked for the day underneath the centre’s ‘galloping horses’. Guests received a complimentary posy bouquet as well as care tips and DIY arranging instructions.
At the Capilano Mall in North Vancouver from September 16 to 19, an interactive floral piano was set up in Centre Court filling the shopping centre with the sound of music and the scent of local flowers. Guests were welcome to play the blossoming piano themselves or enjoy one of the scheduled performances taking place throughout the weekend.
At Cloverdale Mall in Toronto from September 16 to 19, guests were invited to stroll through a Parisian-inspired floral market inside the shopping centre which will eventually be redeveloped. Under a canopy, guests could choose a complimentary seasonal bouquet of local flowers, each enclosed with a QR code that directed them to a DIY tutorial as well as, information on the farm and grower.
At Marché Central in Montreal on September 19, the Centre Square was transformed into a flower “marche” that celebrated the origins of the centre with several vendor stalls.
At Westshore Town Centre in Victoria on September 18 and 19, an abundance of locally-grown flowers took over an architectural centerpiece at the centre. Guests were welcomed by an unexpected floral marvel by way of a Living Floral Pillar.
And at the Willowbrook Shopping Centre in Langley from September 17 to 19, guests were invited to step into an immersive floral experience that transported them into a field of sunflowers. On the last day, flower bouquets were made and distributed free to customers using the flowers from the installation.
QuadReal is also redeveloping the Oakridge Centre in Vancouver which will become a showpiece asset for the landlord, as well as a draw for the Vancouver region. QuadReal is also looking at intensifying and investing into several of its other shopping centre properties with more details to follow.