Smiley launches major shopping mall activation in Shangai

The Smiley Company are delighted to announce that its latest major shopping mall activation, has gone live at Infinitus Mall, in Shanghai in October.

This exciting promotional activation, which was negotiated and expedited by Smiley’s new APAC partner Walton Brown, brings the SmileyWorld to life in this leading shopping centre.

Featuring a full range of Smiley themed props that have been installed across the shopping mall, which has created an experiential activation for all the family. Visitors to the mall are first greeted by Smiley visuals, filled with happy icons, uplifting quotes, and light features. Other details include Smiley lamps peeking out from bushes, and stylish hanging banners and flags leading to the shopping centers main portal. Visitors can follow floor decals into the mall proper, leading them past the Smiley sofas and beautiful posters featuring stylish calligraphy exclusively created by Zhu Jing Yi, with motivational quotes such as “Smiley can cure anything” and “Life is short, be wild!”. Within the Smiley Plaza, a playground space aimed at both kids and parents has been installed and the area is decorated with bright Smiley decals and posters, and filled with slides, a ball pit, a photo area with props and Smiley helmets, and even a stack of sofas and tables.

Speaking about the partnership Smiley Marketing Director Matt Winton said, “Smiley continues to lend itself perfectly to shopping mall promotions and this activation provides the perfect Smiley brand experience. We are super grateful to Steve Wong and all the team at Walton Brown for helping to bring this idea to reality. Our roll out of experiential promotions across the world continues to grow and this latest partnership follows on from recent events with GP Batteries, Indigo Mall and Hysan Place. We are definitely looking to evolve this type of event more and more over the next 12 months and we have a few more similar projects in the pipeline.

The activation recently launched with a VIP event which took place on the main Smiley stage in the middle of the mall, with VIPs, media, and the retailers at the mall given wristbands, badges, stamp collecting cards, and even exclusive gift bags from Smiley licensee Liberation!

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