Award: CAMPAIGN CATEGORIES \ C32. Best Mall Event

Chongqing IFS co-created the “Magical Art World” with Sesame Street: an immersive, art‑driven campaign that engaged young families while preserving the mall’s premium, trendsetting identity. The mall was transformed into a multi‑layered cultural playground featuring a 7‑meter Cookie Monster installation, a museum‑quality exhibition by 26 international artists, family-friendly parades, DIY workshops, and a pop‑up store offering limited-edition merchandise. These integrated touchpoints successfully converted entertainment into measurable commercial impact by increasing footfall, extending dwell time, and driving retail demand. Despite launching during Chongqing’s traditionally low‑traffic season, the campaign attracted 2.2 million visits, generated 70 million media impressions, achieved USD 45 million in total sales, and delivered 146% YoY growth in family-related sectors, with substantial YoY gains in footfall, media impact, and cross-category income. It reinforced CQIFS’s leadership in creative placemaking, demonstrated the powerful synergy between art and commerce, and established a multi-generational cultural dialogue that strengthened the mall’s long‑term customer relevance.