Square One Shopping Centre, the second largest mall in Canada, sees over 24 million visitors in a given year. To help promote the mall and encourage consumers to visit and enjoy their shopping experience, Oxford Properties approached Wise Idea to help develop a standalone experience in one of the mall's busy thoroughfares. Tying in with the mall’s ongoing "#thatONEmoment" campaign, we created and designed a re-usable modular mural wall, adorned with playful typography and positive messaging. The backside of the wall featured a backdrop that encouraged sharing and exploration.
Conceptually, it's a place to take selfies and organically market the mall. But in reality, it became a gathering place for smiling faces and joy throughout its two week run – demonstrated by the thousands of kind hand-written messages left by patrons.