Dundrum Safari


An unforgettable summer experience in the vacant Pembroke Sq area which would become the one of the most talked about, visited and memorable experiences of Summer 2018.



Dundrum Town Centre needed to create an experience that would appeal to shoppers of all ages and make the location a feature destination, increasing dwell time and repeat visits.



We transformed Pembroke square into an African safari complete with hyper-realistic, life-sized animal models including a giraffe, African elephant, lion, rhinoceros, water buffalo, and leopard, all hidden around the grassy plain. Visitors entering under the branded archway could climb aboard our safari jeep and get up-close-and-personal with a herd of roaming elephants via our bespoke VR experience. A hot-air balloon allowed families, couples and friends to get that perfect Instagram snap before retiring to the Sundowner’s, where no detail was overlooked in delivering an authentic safari bar experience.


Increased footfall of 16% in the first three weeks, with sustained numbers throughout the summer

Widespread media coverage with 14 mentions in print and online

Social reach of over 410k accounts with 1.23m impressions

The team at Honey+Buzz led our Dundrum Summer Safari event from creative concept right through to execution. This event was quite a complex build which required them to work through many restrictions and find creative solutions to complicated problems. The team demonstrated great enthusiasm, passion, commitment and resilience throughout this project. Our shoppers were thrilled with the result – a fully immersive family-friendly safari experience which ran for the entire of Summer 2018.
— Catherine O'Toole, Regional Marketing Manager (Ireland), Hammerson