Mall Activation: unlocking the potential of brands to open up new opportunities for shopping centre stakeholders

• Innovation is crucial in all steps of development and management of retail real estate assets. Being innovative means to think outside the box, even in terms of leasing strategies. Sonae Sierra’s specialty leasing concept (Mall activation) allow the company to generate additional revenue than the leasing of shops, maximizing income generation for both operators and asset owners through a range of innovative retail concepts.
• This strategy allows the entrance of new brands in shopping centres, creating a permanent sense of novelty for visitors, generating more rents for owners and allowing new small and local brands to grow.

Mall Activation solutions includes:

• Mall Letting – Retail and brand promotion in the shopping centre through the rental of spaces in high traffic locations.
• Paid Services – Services sales placed in impulse and tactical locations in the mall area, such as children’s rides.
• Media Partners – Creative and innovative brand activation or promotion programmes using television, digital advertising and mall decoration.
• Brand Activation – Promotion and/or increase of brand awareness by the implementation of original ideas including ‘Flash Stores’ and co-branded events.