Belfast's Victoria Square stages sell-out ‘Park & Stride’ fashion show
Creating attractions to draw in consumers to shopping centres has become an essential promotional ingredient since retail fully reopened in the spring. And one of the more inventive ideas comes from Victoria Square in Belfast, Northern Ireland.
The the 694,000 sq ft leisure and retail destination in the heart of the city staged ‘Park & Stride’ a sold-out ‘drive-in fashion event’, created by the centre’s marketing team to showcase its fashion brands.
The hour-long fashion show, held in Victoria Square’s car park, featured 30 models showcasing 60 looks. Tickets for the experiential event sold out within three hours, the organiser said.
Supported by live DJs from Northern Ireland’s commercial radio station Cool, attendees also received gifts including products from FitPink, Boux Avenue, Rituals, and The Body Shop, and a £10 gift card for the centre. Product from Starbucks and Tony Macaroni pizzas were served directly to them in their cars during the interval.
Commenting on the event, Russell Banham, UK Head at Commerz Real, said: “We really wanted to host a different experience for our visitors and highlight our extensive retail offering in an exciting way. This concept has highlighted the very best of Victoria Square’s retail offer. It shows how the centre is always striving to capture unique and special experiences for our visitors.”
He added: “We always want to celebrate the great brands we have at our destination. It is exciting to create these opportunities for not only for our customers but for our brands to get involved on a more personal and individual level.”
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