Strategic Marketing & Integrated Communication Project
Generali Real Estate entrusted Ninetynine with the relaunch of the former Leonardo Shopping Center, transforming it into The Wow Side, Italy’s first shopping center based on the concept of wonder. This pioneering repositioning and integrated communication project combined retail, entertainment, and technology to attract new brands, visitors, and visibility.
Augmented reality installations, viral content, immersive experiences (such as Zero Latency VR and LEGO and Metaverse exhibitions), and an omnichannel strategy repositioned the center as an innovative destination for shopping and leisure.
Results:
+39% foot traffic,
+44% tenant revenue,
19 new openings, and over 24,000 followers with high engagement rates.
A new benchmark for the sector in Italy.
+39% foot traffic,
+44% tenant revenue,
19 new openings, and over 24,000 followers with high engagement rates.
A new benchmark for the sector in Italy.
CLIENT
Generali Real Estate S.P.A. S.G.R.
DATE
February 2025
GALLERY
