Project Overview

Client: White Rose Shopping Centre, Leeds
Event: Summer Holiday Dino Day Activation
Goal: Drive footfall during the summer holidays with a captivating dinosaur-themed activation.

On the outskirts of Leeds, White Rose Shopping Centre sought to increase visitor engagement and footfall during the summer holidays. They enlisted iCatching Events and Media to create an immersive dinosaur-themed activation, bringing the prehistoric world to life across the shopping centre. The project featured nine eye-catching installations spread across both indoor and outdoor areas, with a range of high-impact displays designed to captivate families, spark curiosity, and drive social media buzz. The entire activation was delivered on a budget of £40,000, demonstrating our ability to meet the client’s needs while staying within their financial parameters.

The Installation

The centerpiece of the installation was a striking showstopper display located in the middle of the mall. This featured two gigantic Brachiosauruses in a fully dressed area, complete with lush foliage, camo netting, and educational information boards for visitors to learn about the dinosaurs. This immersive experience was designed to transport visitors to a world of ancient giants, ensuring a memorable moment for shoppers of all ages.

In addition to the main display, the shopping centre was home to several other dinosaur-themed installations, including a T-Rex in the outdoor area and flown displays of Pterodactyls that soared above the shopping centre. To install the Pterodactyls, we used a cherry picker to safely and accurately position these large flying creatures above the mall, adding to the spectacle and creating a truly immersive experience. Each display was thoughtfully designed with sound effects and immersive styling to create a multi-dimensional experience.

Challenges and Solutions

Given the scale and complexity of the project, there were several logistical challenges to overcome:

• Large Prop Installations: Getting the giant dinosaurs, including the Brachiosaurus and T-Rex, through the shopping centre’s doors was no small feat. Extensive planning and coordination were required to ensure these large props could be safely and efficiently installed within the space. To move and position the large props, we required the use of plant machinery, including telehandlers and flatbed trucks, to lift and carefully place the heavier pieces in their designated locations.

• Limited Timeframe: The entire setup had to be completed overnight, during the shopping centre’s closed hours, to minimize disruption to normal operations. This required precision timing and a well-coordinated team to ensure the installation was completed before the centre opened to the public again.

To address these challenges, we meticulously planned each step, from transportation logistics to on-site assembly, ensuring that all the props could be installed seamlessly within the allocated time.

Design and Execution

The client requested high-impact displays, and we delivered on that vision by dressing each installation with realistic foliage, camouflage netting, and timber picket fencing for added authenticity. In addition, sound effects were incorporated into the displays to enhance the atmosphere and bring the dinosaurs to life.

We followed all health and safety protocols to ensure the secure installation of each display. Freestanding timber picket fencing was used to cordon off each display, guaranteeing that all props were safely secured and posed no risk to visitors.

Results and Impact

The Dino Day Activation was a resounding success, attracting increased foot traffic to White Rose Shopping Centre during the busy summer period. The social media buzz generated by the event exceeded expectations, with visitors sharing photos and tagging the centre in their posts, amplifying the reach and visibility of the installation.

The marketing department at White Rose was thrilled with the outcome, citing the activation as a major driver of engagement and positive visitor sentiment. The educational aspect of the installations, with information boards about each dinosaur, also enhanced the overall experience for families and children, contributing to its success.

Client Feedback

The client was over the moon with the final product, with the dinosaur-themed displays receiving an overwhelmingly positive response from visitors and the centre’s management. The creative approach, high-quality installations, and smooth execution made this event one of the standout summer promotions for White Rose Shopping Centre—all delivered within the agreed budget.