Brookfield Properties

A RETAIL-TAINMENT GRAND OPENING

Brookfield Properties

Brookfield Properties

Challenge
Brookfield Properties was in need of a grand celebration to launch its first ground-breaking property, The SoNo Collection. As the company’s first property to be built from scratch in 16 years, this project weighed heavily in the eyes of the press and the retail industry. To say all eyes would be on this collection, would be an understatement. Brookfield engaged RWS to curate a variety of experiences and interactions that would create awareness, perception, and excitement in the community, all while staying true to their core values: family, wellness, art, dining, fashion, entertainment and community.

Strategy
With an opening scheduled around the holidays, RWS wanted to unwrap the magic of the season by creating an experience that was full of surprise and delight. RWS would call Santa himself to deliver a collection of presents to Norwalk’s newest addition and he did not disappoint. This holiday collection of “toys” would highlight the features and architecture of The SoNo Collection in a unique new way by kicking off with a flash mob! The holiday special created a snow-ball of fun for the opening celebration and the excitement continued throughout the weekend. DJ’s, jump ropers and aerialists brought the space to life, creating an opening that was truly merry and bright. Santa’s forest full of wishes, inspired by the letters and dreams from kids all around the world, is where the true holiday magic took place.

Results
The SoNo Collection opening was the best holiday gift that Norwalk and Brookfield Properties would receive this holiday. The opening celebrations created immediate awareness in the community, which developed buzz and drove traffic for a successful holiday shopping season. RWS also worked with the team to re-invent the retail space into a RETAIL-TAINMENT experience, where families and friends would share new memories for years to come.