Creating a summer of memorable experiences

  • Creative

Campaign snapshot

Landsec wanted to create engaging and memorable moments for shoppers at Bluewater and St David’s Shopping Centres during the summer months. Umpf was asked to develop different creative identities to support individual events and installations that would appeal to families with children as well as young adults and adults looking for fun and unique experiences.


Lollydays was a floral and lolly decorative installation at both Bluewater and St David’s. The decorations featured colourful flowers and oversized lollies that were placed throughout the shopping centres. This installation was designed to create a playful and whimsical atmosphere and encourage shoppers to take photos and share them on social.

Umpf worked closely with the Bluewater and St David’s marketing team to develop a cohesive visual activation identity that could be used across various media and in-centre platforms. The look-and-feel was bright and bold to help capture the fun and playfulness of the summer activities. We produced engaging digital content for use on the Bluewater and St David’s website along with animated social content to help promote the summer activities at both centres. In addition, we created various pieces of in-centre print that helped engage with customers and drive sign-ups to an online enter-to-win competition.

The Beach at Bluewater

The Beach was an in-centre event at Bluewater that included a sandy beach, splash pools, rides and entertainment that ran throughout the summer. Umpf was asked to develop the overall event identity for The Beach and apply it across a range of digital and print creative.

We created a cohesive look-and-feel that could be applied across static website and animated social content, ride boards and posters that showcased and captured the fun and excitement of The Beach. The animated social content helped to promote awareness of the event and encouraged visitors to attend and participate in the various activities on offer. The ride boards and posters were used throughout the event so visitors had all the information they needed to make the most of their experience.

The Lolly-Pop-Up at St David’s

As the overarching Lollydays installation ran throughout the summer, St David’s also had a pop-up bespoke lolly making experience in the centre. We worked closely with the St David’s marketing team to develop a pop-up identity that complemented the fun and playful feel of the Lollydays installation and capture the imagination of visitors.

The identity was was applied across the experience, including digital content that helped drive pre-sign-ups for the experience which sold-out before opening in centre to the public. Check-out the promotional video above that showcased some of the more expected toppings along with the more unusual choices visitors could pick to create their custom lollies!