STARWOOD RETAIL PROPERTIES
STARWOOD GOES DEEPER TO OWN ITS LOCAL MALL ADVANTAGE.
Challenge: Activate the mall and engage the local community
Deliverable: Local activation strategy and tactics
Concept: Happy, Healthy Communities through Arts and Wellness
Agency: Riley Group Inc.
As a new player in mall management, Starwood Retail Properties had some foundational work to do first. With this behind them, they are ready to tackle the challenge of changing the perception of the local mall.
Continuing the co-creative spirit of the brand, we teamed up with Urban revitalization and placemaking experts Team Better Block to help bring our customer engagement strategy to life. Unlike most mall activations, this is a bottoms-up strategy, designed and executed by the community for the community.
Starwood is launching the program at two prototype properties in 2016 with plans to begin rolling out the program in 2017.