Smiley Debuts Mall Activation in Shanghai

ASIA–The Smiley Company has unveiled its latest shopping mall activation at the Infinitus Mall in Shanghai, China.

April 6, 2018

Smiley Debuts Mall Activation in Shanghai

The Infinitus Mall will be fully decked out with Smiley branding including banners and flags, wall and floor decals, themed areas and more.

The promotional activation was negotiated by Smiley’s APAC partner Walton Brown.

The activation features a full range of Smiley-themed props across the mall, including Smiley visuals, happy icons, uplifting quotes and light features. Other details include Smiley lamps peeking out from bushes, hanging banners and flags, floor decals, Smiley-themed sofas and more.

The Infinitus Mall will also play host to the Smiley Plaza, a playground space aimed at both kids and parents, that features Smiley decals and posters, slides, a ball pit, a photo area with props and Smiley helmets and more.

“Smiley continues to lend itself perfectly to shopping mall promotions and this activation provides the perfect Smiley brand experience. We are super grateful to Steve Wong and all the team at Walton Brown for helping to bring this idea to reality,” says Matt Winton, marketing director, Smiley. “Our

roll out of experiential promotions across the world continues to grow and this latest partnership follows on from recent events with GP Batteries, Indigo Mall and Hysan Place. We are definitely looking to evolve this type of event more and more over the next 12 months and we have a few more similar projects in the pipeline.

The activation at Infinitus Mall recently launched with a VIP event, which took place on the main Smiley stage in the mall. During the event, attendees received wristbands, badges, stamp collecting cards and exclusive gift bags from Smiley’s licensee Liberation.