Brand Expansion



While other malls were boarding up their doors, Galleria was expanding their luxe Twin Cities shopping center with a new east end expansion. We took advantage of the occasion with a full promotional campaign to celebrate in style.

Internal signage and an interactive barricade wall directed shoppers to be Inspired by the Uncommon in celebration of the staggering new additions that would soon join Galleria. Reaching cross-category through print, digital, and out of home executions, we translated the luxe experience of the brand seamlessly.

Galleria reaped the rewards. Sales rose 6% throughout November and traffic was raised 24% in December, up more than 90,000 shoppers than last year. Even direct mail redemption performed well above average, with 12.5% of recipients choosing the Galleria as their premier luxury mall to shop, now with even more retail and dining. Numbers like these are always in fashion.