Shopping centre launches virtual entertainment programme

By

Barbara Santamaria

Published
Apr 21, 2020

As the UK continues to debate a lockdown exit strategy, one shopping centre calls for the public to stay at home and enjoy a programme of family-oriented online activities.

Liverpool One has launched a virtual “enlivenment” programme and a new version of its logo to support the stay at home message.

Like its rivals, the shopping destination owned by Grosvenor Europe is facing a tough year, hurt by falling footfall during March and April and a wave of rent relief demands from retailers. Only essential stores remain open, including Tesco, Home Bargains and WHSmith, as well as a small number of restaurants which are offering a delivery-only service.

Against this backdrop, the retail landlord has come up with new ways to keep customers engaged.

The programme of online initiatives includes the augmented reality Dinosaurs Unleashed app, originally built to entertain visitors at the shopping centre. Available on Android and iOS devices, users can now recreate the dinosaur hunt experience at home by printing activation markers to be hidden in the garden. In addition to releasing the markers, the mall said “park rangers” will be online to provide games with tips, tricks and facts about the dinosaurs.

Additionally, the famous ‘Tickle the Ivories’ pianos – a popular attraction across Liverpool One during the summer months – have been taken online in a virtual festival, ‘Tickle at Home’. With a series of videos uploaded to YouTube, the shopping centre will celebrate highlights from last year’s programme and musicians are being encouraged to send more footage to create shared experiences online. 
 
“The evidence that people need to feel connected during the lockdown is overwhelming, and our stay-at-home virtual experiences have been launched to help achieve that,” said Alison Clegg, director of asset management at Grosvenor Europe. 

“Dinosaurs Unleashed is already creating a sense of community online, while Tickle at Home is bringing a smile to people, proving we do not have to be isolated from one another, or the places we love, even in these difficult times.”