Los Angeles Lifestyle Centers: More Than Just a Mall

April 4, 2024

How can advertisers fully immerse their audience into their brand while also enhancing their overall customer experience? Lifestyle center advertising.

More than just a mall, a lifestyle center is a shopping, dining, and entertainment destination attracting the most high-profile audiences in Los Angeles. It’s where the who’s who of Los Angeles spend their time browsing the latest collections, enjoying a meal with friends, and catching the latest blockbusters with family.

Our media portfolio can reach these consumers at 12 lifestyle centers across Los Angeles, including nine buzzy Caruso properties like The Grove, Americana at Brand, and Palisades Village. From innovative advanced digital out of home capabilities and experiential activations to social influencer opportunities and eye-catching roadblocks, lifestyle center advertising is where luxury and innovation meet. Lifestyle center advertising allows advertisers to maximize on long dwell times while executing unique creative to resonate with their audience.

 
Let’s take Honda for example. Understanding the value of the audiences at The Grove and Americana at Brand, they launched their ‘Wall of Dreams’ campaign during the busy holiday season, encouraging guests to scan a QR code to “see dreams come to life.” With the use of sky segmentation technology, they were able to integrate AR content into the lifestyle centers themselves and create a unique experience for participants. This campaign enhanced the overall guest experience with Honda’s brand message without being intrusive.

 
Another innovative example was Levi’s. For the 150^th anniversary of their iconic 501 jean, they leveraged 3D OOH spatial content on our digital wall spectacular at The Grove. You couldn’t help but notice the iconic brand come to as it appeared to jump out at audiences! We call this technology XScape, and it brings a new dimension to digital campaigns. Advertisers can use this to their advantage on our large format digitals in our lifestyle centers to further connect with their audience as they shop, dine, and play. They can also double down on the impact and pair spatial OOH with a digital kiosk campaign to also engage guests at eye level.

 
What about #sOOH – social out of home? Lifestyle centers represent the perfect venue to not only leverage social influencers to amplify a campaign but also get your audience to actively participate using hashtags, QR codes, and more as they spend an extended amount of time at these destinations.

Let’s look at Poppi for example. The fan-favorite soda brand decided to celebrate their online creators who have helped drive the brand forward. Being featured on digital OOH screens across the county including our digital kiosk network at The Grove, these influencers took notice and not only reposted the creatives across their platforms but also visited these lifestyle centers in person for further application. They also encouraged guests to post their own pictures with the brand using the hashtag #sodaisback.

Aside from the unique creative opportunities that one can execute, what else makes lifestyle centers valuable to advertisers?

1. Audience: 90% of Caruso guests make a purchase (Source: Caruso). This makes it the perfect venue to influence and engage these guests with your brand’s message as they are on the literal last mile of their path to purchase. 

2. Location: Our lifestyle centers are strategically located in key areas of Los Angeles, many of which have limited availability of traditional billboard media. Whether keeping up with the Kardashians at the Calabasas Commons or seeing your favorite TikTok star at The Grove, we have all the hot spots covered.

3. Experience: Lifestyle centers are not malls, but rather destinations. From carefully curated retail and dining options down to the overall architecture and design, there’s close attention to detail in all areas of the guest experience. Brands can be confident that they are immersing themselves in luxury environment that consumers enjoy.

Need more convincing? Look no further than Taylor Swift herself, who held her world premiere of the Eras Tour Movie at The Grove! Let’s chat about how we can create something impactful at one of our premier lifestyle centers.

Author: Brooke Berka, Senior Marketing Manager @ OUTFRONT

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