To transform Artegon Marketplace, “Orlando’s first artisan marketplace,” into a vibrant shopping, dining, and entertainment destination, targeting locals and tourists alike, in a way that sets it apart from the host of other attractions on Orlando’s International Drive.
Approach
If we wanted to be original, we needed to think originally. No part of this campaign could be ordinary. In fact, it needed to be our audience's antidote to the ordinary. Artegon needs billboards? Let’s deconstruct them. Phone charging stations? We’re getting bikes involved. It had to be anti-anything they had seen before. Especially malls. And so was born, the “Anti-Mall.”
Results
What came to life was a revitalized retail space unrecognizable to any who knew it before. Today Artegon visitors are met with a surprising retail experience, full of rare merchandise, local art, and interactive installations. These include larger-than-life board games, a letter writing & mailing station – “From Artegon with Love” – and branded vending machines where you can purchase uniquely Artegon items. Every touch point embodies the center’s mission of providing an energetic and engaging environment that serves as a much-needed alternative entertainment destination for Orlando.
