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