By tailor-making shopping malls for the neighborhoods they are based in, Parque Arauco creates spaces that improve the quality of life for people in their communities.
In Latin America, shopping malls are important meeting places for communities to come together, socialize and be entertained. In Colombia specifically, entertainment options for families are limited, so malls are a place where families can gather. In 2020, COVID restrictions in Colombia meant many malls had to close and special events were suspended. Once the situation improved, Parque Arauco encouraged audiences to return, uniting visitors with vibrant cultural experiences.
Getting Audiences Together and Engaged Again
Parque Arauco partnered with the American Museum of Natural History to tour “Microsculpture,” an exhibition by photographer Levon Biss, across Bogotá, Pereira, Bucaramanga and Medellin. This 2D photography presents a new perspective on insects, enabling audiences to appreciate the hidden details of the insect world in an innovative and engaging way. As a flexible panel show, “Microsculpture” adapts to fit different spaces, allowing Parque Arauco to tour the show across malls that have varying amounts of available space.
“I felt honored for ‘Microsculpture’ to come all the way to Colombia. I’m blown away by how the exhibition has been embraced by Colombians. To be able to make a difference or inspire someone through my work so far away from home is a beautiful thing.”
—Levon Biss
Parque Arauco worked with marketing agency Buentipo Anchor to attract and delight visitors. The exhibition was free with any purchase at each mall. Selfie spots within the exhibition encouraged visitors to share their experiences and were used as part of each mall’s influencer plan to raise awareness for the exhibition early in its season.
“Microsculpture: The insect photography of Levon Biss” is from the collections of Oxford University Museum of Natural History. Photo copyright: Parque Arauco – Colombia Division
At each mall, “Microsculpture” has driven visitors, recovering footfall and regaining trust that malls are safe. The audience reception was positive at each stop, and visitors were awe inspired. Bogotá and Bucaramanga exceeded visitation targets by over 100%, and Pereira’s target was met despite closing early due to COVID restrictions. During the exhibition’s seasons, general attendance to the four malls returned to pre-pandemic levels, and engagement with the malls’ Instagram channels increased by between 4% and 10% per month.
“At Parque Arauco we are aware of the important role of shopping centers in the community and our contribution to the quality of life and the development of cities, which was undoubtedly severely affected by the COVID-19 pandemic. ‘Microsculpture’ allowed us to begin to close those gaps, regain the trust of visitors and once again become a provider of unique, high-quality experiences.”
—Parque Arauco Colombia Division Deputy Marketing Manager Maria Carolina Londoño
“Microsculpture” is on display at Parque Fabricato in Medellin and will continue its tour to Barranquilla in October 2022. Find out more about the exhibition here.