The Old Riding Arena – Opening

Description

We are very familiar with the specifics of organising events in shopping centres. [ THE BIG THING ] has put together a range of attractions, events and activations that drew crowds of customers to the subsequent opening weekends of the Stara Ujeżdżalnia in Jarosław.

The themed weekends and the mass event that brought them to a close featured well-known artists and influencers – all ready to interact with the shopping centre’s customers. We designed the stages inside the shopping centre so that they were visible from various points throughout the venue whilst also allowing for more intimate interactions. Among the stars of the events were Krzysztof Ibisz, Paulina Sykut-Jeżyna, Fit Lovers, Malwina Wędzikowska and stars of TV programmes such as MasterChef and You Can Dance.

The highlight of the launch campaign was a concert featuring the artists Natalia Nykiel, Grzegorz Hyży and the band Lemon. This open-to-the-public music event took the form of a festival and attracted over 10,000 people from across the region. We were responsible for all the formalities required to ensure the safety of the mass event. We fulfilled these obligations on time and effectively.

Our remit also included organising a bespoke teaser campaign. A huge wooden rocking horse travelled around the towns that make up the shopping centre’s client base. It promoted Stara Ujeżdżalnia and served as an unusual selfie spot where visitors could take photos using a smartphone or a Polaroid camera. The teaser campaign was a great success, and the wooden horse proved so popular at CD Locum that you can still have a go on it at the shopping centre to this day.