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Bev Summer Chella
Project Type
Experiential Design, Wall Signage, Graphics, Custom Game Art Cover
Role
Concept Development, Experiential Design
Team
The Creative Space Group
As part of a creative agency team, we developed a concept-driven marketing activation for the Beverly Center in Los Angeles. The goal was to reposition the mall as a vibrant social destination for a younger demographic (ages 21+), competing with nearby lifestyle centers attracting a more trend-driven audience.
The mall’s existing atmosphere felt minimal and dystopian, lacking the energy needed to inspire visitors to linger and socialize. Our team reimagined the central atrium as a festival-inspired social hub, drawing inspiration from the vibrant culture of Coachella Valley Music and Arts Festival.
The concept introduced a colorful summer installation centered around the mall’s large digital screen, transforming the space into a playful, outdoor-inspired environment. Key elements included bold mural-style wall graphics, a grass lounge area designed to evoke a sunny lawn hangout, interactive painted games, and a striking pink palm tree installation designed for social media moments.
The activation encouraged visitors and influencers to capture and share the experience online, generating organic buzz while driving foot traffic. By blending experiential design with Instagram-worthy visuals, the installation created a destination moment within the mall while promoting nearby retailers and boosting engagement for local businesses.
