Summary of Key Points
The use of large-scale marketing elements is no longer a one-time visual gimmick that simply involves taking a photo; it has evolved into a “long-term business partner” for brands and shopping malls. These elements can help brands tell stories, sell products, and capture consumer attention; they can also assist malls in attracting visitors, organizing spaces, and connecting different merchants and experience areas. In some cases, these large structures have become commercial spaces capable of hosting exhibitions, retail operations, and dining venues. The focus has shifted from merely making brands visible to actually driving business outcomes, with these large-scale elements playing a crucial role in connecting brands, malls, and consumers.
1. The Transformation of Large-Scale Elements: From “One-Time Traffic Tools” to “Long-Term Business Nodes”
In the past, large-scale elements such as the giant LV bag on the Huangpu River or the red lion celebrating brand anniversaries were primarily used to create a big news event—attaining attention and generating buzz, after which they were removed. However, things have changed:
- The LV “Louis Ship” is not just a ship-shaped structure; it is a 6,000 square meter commercial space that combines a giant advertisement on its exterior with a brand exhibition, a boutique selling limited-edition products, and even an LV restaurant, all integrated into one experience.
- The BKT Giant Exhibition has been touring for over a year, visiting nearly 20 malls, serving as a long-term platform to direct visitors to product experience areas.
- The panda climbing the wall at the IFS in Chengdu has been there for ten years and has become a permanent attraction that draws customers to the mall.
These changes indicate that large-scale elements are no longer one-time events but rather “business nodes” that continuously generate value.
2. Brands Using Large-Scale Elements: From “Just Being Seen” to “Selling Products and Capturing Minds”
The role of these elements has expanded significantly beyond just being noticed; they help brands complete the entire process from attracting attention to facilitating purchases and then leaving a lasting impression on consumers:
- Attracting Visitors to Experiences and Direct Sales: The BKT Giant Exhibition places products around the giant, attracting consumers who then make purchases (for example, journalist Athena initially didn’t plan to buy but changed her mind after trying the products).
- Conveying Brand Identity: Gentle Monster’s “Quantum Project” uses 36 different large-scale elements (such as broken sculptures and pink carousel rides) to convey its “avant-garde, artistic” brand image, allowing consumers to remember this style through immersive experiences.
- The Advantage of “Realism” in the AI Era: With the abundance of AI-generated content, large-scale elements provide a “tangible” real experience. Consumers can visit the site without making a purchase and still establish a genuine connection with the brand, an experience that AI algorithms cannot filter out.
3. Malls Using Large-Scale Elements: From “Traffic Attractors” to “Space Organizers and Resource Interconnectors”
Malls see these elements as more than just temporary installations to draw visitors; they have become core components for revitalizing the entire shopping experience:
- Organizing Spaces and Connecting Areas: Shanghai Shimao Plaza uses a 7-meter-tall Ye Xiu figure as a central element to connect various experience areas such as the “Wormhole Pavilion” and “Dimensional Tunnel,” linking separate floors and merchants. The LABUBU element at Hangzhou Kerry Center transforms the south courtyard and the 5th-floor atrium into a “secret forest base,” encouraging consumers to explore more of the mall.
- Creating Value Through Cooperation: When malls collaborate with brands on large-scale projects, they offer more than just a venue; they provide traffic and visibility in exchange for content, social media exposure, and new customer prospects. For example, if BKT agrees on business terms with a mall, the mall is willing to host the event because it brings sustained traffic.
4. The Future of Large-Scale Elements: Focus on More Than Just Size
With the increasing number of large-scale elements, aesthetic fatigue is a concern. The future competition will not be about who can create the biggest ones, but rather on the following three aspects:
- Emotional Resonance: Large-scale elements should resonate with the public’s emotions, such as Gentle Monster’s carousel ride that evokes childhood memories.
- Interactive Engagement: They should encourage consumer interaction and participation, allowing them to leave their mark on the elements.
- Innovation in Context and Technology: These elements should be integrated beyond shopping malls, into outdoor and natural environments, using AR technology to create unique experiences.
In summary, the value of large-scale elements lies not in their size but in their ability to make consumers stop, engage, and want to return. Next time you see one of these elements, don’t just take a photo—think about the business opportunities and effort that lie behind it.