Leading the 'Square of Joy’ Event Series EVENTS, B2C BRAND MANAGEMENT, CREATING COMMUNITY
The festival-kind cultural and sport events. Complete transformation of the square in front of Libero shopping mall. Giving the space new functions and strong social values.
Project overview
Project/owner
Libero Katowice / Echo Investment SA
Time frame
May 2019 – April 2020
MY ROLE
I led the entire project, from its inception and planning to execution. Responsible for envisioning the big picture, preparation, organization, and production, I coordinated all teams involved, from procurement through refining the plan to its implementation.
Team
e1 collective (naming, branding). Live agency (events production). Studio Talk (concept of the square).
PHOTO
Łukasz Siekanowicz
VIDEO
Grzegorz Filip
CHALLENGE
The „Square of Joy” in front of the Libero mall was originally an outdoor space, conceived as a place to „fill” with seasonal attractions. The square was also a pedestrian route to the building’s main entrance. Because of its location by one of the busiest streets with the ongoing roadworks, it wasn’t a place where people would come eagerly.
The task was to reorganize outdoor space in a way that would encourage people to visit Libero and stay longer.
SOLUTION
Complete transformation of the square, which includes: the concept of the new arrangement, a program of periodic events, naming and branding, and a communication campaign.
The project had a positive impact on the number of visitors entering Libero through the main entrance, which increased by over 10%.
Thanks to the program of free cultural events, the project had great social value, which was appreciated by the local community. As a result, the „Square of Joy” was nominated by the local government for the Best Public Space competition.
Additionally, the entire event concept was aligned with Libero’s brand strategy as a welcoming, friendly, open, and vibrant place.
The space has been organized and divided into zones according to the type of activity. There were: main stage, play zone, film-spot, eating&recreation, food truck zone, chillout, art&exhibition.
A specially designed container played a pivotal role on the square. Thanks to its well-thought-out design, it serves as a bar, stage, storage, summer library and in addition as a skate rental during the winter season.
The new opening of the square was accompanied by a series of events organized in the form of a summer festival. The program was called „Summer on the Square of Joy” and has been planned with all generations in mind.
Among many attractions were: a film festival, a boules tournament, a skimboard competition, outdoor theater or a dance school.
Furthermore, the „Square of Joy” has become a friendly space open all year round, full of surprises and various events for entire generations.
During the winter, it turns into an ice rink and offers, among other things, a skating school.
The events were promoted in various channels, with particular emphasis on social media, online communication and OOH.
Equally important was an indoor communication and traditional leaflets with the program delivered to the neighbors.
sugested work
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