How to Attract 10,000 Visitors to a Shopping Centre Opening

Avenue Sever is positioned as the new heart of the neighbourhood. The campaign’s visual code: a green-silver palette (the shopping centre’s brand colours), a heart symbol, and the message 'The Heart of the North beats for you'.

This idea was woven through every touchpoint: invitations for guests, promo staff scripts at the entrance, a floor sticker with the logo in the atrium, and an interactive 'Heart of Avenue' zone where visitors left wishes on paper hearts.

The concept solved a specific problem: connecting all event elements into a single story. Visitors did not encounter a random collection of activities. They arrived at the birthday celebration of a new place, where every detail reminded them that Avenue Sever was opening for them.

Here, the script was structured differently. Guest assembly began on the plaza in front of the entrance at 12:45. Promo staff in silver costumes handed out balloons and heart-shaped lollipops, while stilt walkers attracted the attention of passers-by from the street.

At 13:00, a drum show began, after which the host invited shopping centre representatives to cut the ribbon. For the ceremony, the team prepared a branded set: ribbon, scissors, and cushion in the brand colours.

Then came the key move: after the ribbon-cutting, the drummers did not stop — they moved inside the shopping centre. Guests followed them. On an improvised stage inside the atrium, the drummers performed a final number, immediately followed by a Brazilian show with three sets running until 13:50.

Spectators who had come for the ceremony found themselves inside the shopping centre. Activity zones were already operating around them, music was playing from the DJ, and the host was announcing the programme. No one wanted to leave.

The team selected activities to cover different audiences and placed the zones along the visitor flow route. As visitors moved from one point to the next, they passed tenant storefronts.

The queue lasted all day. For a new shopping centre, this also generated user content: people shared their photos on social media with location tags.

100 portions sold out within 13 minutes of the event starting. The team had prepared supplies for the whole day, and the cart operated until 19:00.

The team designed the zone layout in advance, producing two placement schemes (for the external plaza and the atrium) considering power supply, visitor flows, and tenant locations. The DJ booth stood in the centre of the atrium, while other activities were arranged around the perimeter, ensuring visitors walked past store windows.

at 14:30, 16:00, and 18:00. Each draw was announced 30 minutes in advance to retain those who were thinking of leaving.

For a new shopping centre, this format is valuable not so much for the prizes themselves as for the introduction. A visitor who wins a certificate to a store will certainly go there. Those who do not win still learn the tenant names and store locations.

Meanwhile, designers prepared four types of printed materials: invitations, floor sticker, giant colouring wall mock-up, and cotton candy cart branding. Promo staff received scripts with welcome phrases aligned with the 'Heart of the North' concept.

A minute-by-minute event script was prepared, covering everything from guest assembly at 12:45 to the finish at 19:00. For the host, a script was prepared integrating the concept and announcing all activities.

On-site, the SICHKAR GROUP team deployed 10 people, supported by promo staff, host, DJ, performers (stilt walkers, mimes, drummers, Brazilian show, magician), beauty bar artists, and the photo booth operator.