Glòries Shopping Mall: Unexpected Opening

Glòries, a shopping mall, launched the Unexpected Opening campaign to celebrate its re-opening in Barcelona.

Campaign details

Brand: Unibail-Rodamco (Glòries Shopping Mall)Agency: DICOM EVENTS

Background

Since its first inauguration in 1995, Glòries had become old-Fashioned and the city turned its back on it. After almost 2 years of work and restyling we needed to show that a new era is ready to begin.

Value

In order to present the new Glòries to Barcelona and the world, we needed to work on an event that would amaze everyone and really change the perspective of how the city saw Glòries.

Objective

We wanted to shift the perception from:

  • Introverted
  • Cold
  • Constrained
  • Old fashioned

To:...

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