Bea World Festival
Inauguration of Torrecárdenas Shopping Centre
  • Brand Activation

Inauguration of Torrecárdenas Shopping Centre

Nationality:
Spain
Client company:
CBRE / BOGARIS RETAIL
Organising company:
Grupo Abbsolute
Year:
2019

The Event

Bogaris Retail and CBRE were to open Torrecárdenas Shopping Centre in Almería, the largest one in the province. More than 150,000 sqm inspired by the world of cinema.

Our proposal was to bring the Shopping Centre, the brands, the province and the people of Almería together. Almería is a land of cinema, of filming and of movie EXTRAS. For this inauguration, we wanted to turn those hundreds of Almería movie EXTRAS into real STARS. And we would do this through an emotional bond, using an element so closely related to cinema as the Red Carpet: the longest one in the world!
With it, we appealed to their spirit of local pride and belonging to come together and achieve an authentic GUINNESS WORLD RECORD™! All of us together. This would allow us to:
– Achieve brand visibility and awareness.
– Use a movie event to inform Almería general public about the opening of Torrecárdenas Shopping Centre.
– Get Almería into the Guinness Book of Records.
– Celebrate the people of Almería and their work as EXTRAS, turning them into stars for a day.