Liverpool One expects Eurovision footfall boost, opens dedicated pop-up
With the Eurovision Song Contest set to become a major global event for host city Liverpool in May, Grosvenor-operated mall Liverpool One will host a series of linked events while housing the official pop-up store as it prepares for a major influx of visitors.
Reflecting the anticipated surge in footfall, Liverpool One is forecasting a 25% increase in visitor numbers during Eurovision, so has launched a comprehensive programme of music, art and community-led events “to help visitors to the city immerse themselves in the contest”.
The official event pop-up, situated on Manesty’s Lane and measuring 1,400 sq ft, has been inspired by the wider theme ‘You’ll Never Sing Alone’. It will feature a full range of Eurovision merchandise, including, caps, hoodies, T-shirts and limited-edition replicas of the Eurovision Song Contest trophy together with other novelty items.
Wider events linked to Eurovision at the mall include the installation of ‘Instagrammable’ floral displays inspired by the colours of the Ukrainian flag (Ukraine won last year but second-placed UK is hosting the event due to to ware in the winner’s country); the return of Liverpool One’s 'Tickle the Ivories’ pianos for a three-week period; and the relaunch of its tourist information centre as the central hub for all-things Eurovision.
In addition, a full week of free music, theatre and dance performances will take over Chavasse Park, which sits at the heart of Liverpool One, during the week of Eurovision. For the first three days, in partnership with Culture Liverpool, EuroCamp Presents will feature stars of RuPaul's Drag Race UK as part of a programme of arts, cabaret and music performances. On the remaining four days, staged performances will showcase up and coming local talent working with community-led organisations.
The Eurovision final is taking place at the M&S Bank Arena Liverpool on May 13 and the semi-finals on 9-11 May. With it, Liverpool City Region Combined Authority is anticipating an immediate £25 million boost to the local economy, with a subsequent 5% increase in tourism revenue annually, equating to an additional £250 million of spend by 2026.
Donna Howitt, Place Strategy Director at Liverpool One, said: “We strive to place community and culture at the heart of everything we do, so it was vital that our Eurovision schedule had these things in abundance. We are also working on the legacy post-Eurovision and how such a major event can influence the transformation of spaces and wellbeing opportunities across Liverpool One.”
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