Shopping Centers Today

OCT 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 11 of 59

12 S C T / O C T O B E R 2 0 1 8 T H E C O M M O N A R E A M A R K E T I N G A mall in Madrid, Spain, offered a handful of shoppers a prize to die for: a trip to Transylvania. Shopping Center H2O, as the mall is called, co-owned by Alpha Tiger Spain and CBRE Global Investors, organized a "Die Yourself" contest. The center challenged 10 shoppers to be buried alive for four hours in specially designed "coffins" equipped with cameras and microphones, for the chance to win a Transylvania vacation grand prize. The event attracted not only contestants, but also plenty of local media attention. Q Creepy contest Imaginative reuse of excess parking space

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