[Brief]
Schroders appointed Protein as the lead agency to regenerate their significant Kings Mall asset in Hammersmith. Their brief was to help to make the shopping centre relevant again as the lead agency and trusted “top table” advisor.
[Response]
One of many pop-up activations in the Mall, BRICK Magazine were invited to occupy a month-long residency in the space featuring an analog photography darkroom, magazine store supported by STACK, as well as exhibition and work space.
One of many pop-up activations in the Mall, BRICK Magazine were invited to occupy a month-long residency in the space featuring an analog photography darkroom, magazine store supported by STACK, as well as exhibition and work space.
The residency kicked off with a launch party for the latest issue, as well as welcoming a number of events and partners into the space to host talks, workshops and learning sessions including performances hosted by Teenage engineering.
[Results]
The activation saw huge success in attendance seen from guests having travelled all across London. Sell out of all free slots for the darkroom classes, as well as all free slots being continually booked throughout the month.
The activation saw huge success in attendance seen from guests having travelled all across London. Sell out of all free slots for the darkroom classes, as well as all free slots being continually booked throughout the month.
The work at the mall continues and to shift perceptions of the space with H&M launching their first UK concept store and later IKEA purchasing the site.
[Keywords]
Subverting retail, Shopping Mall, BRICK Magazine, Pop-up, Photography, Darkroom
