Atrium

The Colorful Center of the World campaign took visitors on a journey through an exotic animal kingdom. The mechanic was simple: users downloaded a dedicated mobile app and scanned QR codes placed throughout the shopping center to enter an immersive virtual world. The experience revolved around finding hidden animals and learning fun facts about them, turning an ordinary shopping trip into an interactive adventure.

In a time shaped by the pandemic, the retail sector must evolve to meet new expectations—safety, distance, and contactless experiences. QR code-driven activations and AR technology deliver exactly that. Our ‘Colorful Center of the World’ 3D exhibit connects online and offline, offering safe, engaging, and educational fun for the whole family.

– Małgorzata Komarczuk Group Head of Marketing, Atrium European Real Estate

Each center received a custom exhibition kit tailored to support the activation. Materials included welcome posters, floor decals, flyers, life-size animal-shaped standees, roadmaps with instructions, and interactive maps with QR-coded points to trigger AR animations. For kids, the campaign also featured themed masks, animal posters, and printed diplomas—encouraging photo opportunities and video sharing. In addition to on-site installations, the campaign was supported by ATL key visuals for OOH and digital content, including static creatives and a promotional video.

The campaign attracted high foot traffic and received strong engagement on social media, with users eagerly sharing their experiences. The exhibition was implemented in 12 shopping centers across Poland, generating positive media coverage and reinforcing the brand’s ESG positioning through its educational and eco-conscious narrative.