#MADETOBESEEN
Turning a shopping centre into a city landmark for Bullring.
When Bullring & Grand Central wanted to deepen connections with their audiences, strengthen relationships with retail tenants, and prove they were so much more than *just* a shopping centre, they turned to EAST VILLAGE. to deliver creative, purposeful campaigns that made them part of Birmingham’s cultural conversation.
THE STRATEGY & THE RESULTS
From media partnerships and influencer engagement to on-site events and brand collaborations, we’ve worked with Bullring to spotlight both centre-wide campaigns and individual tenant stories. Each activation has been designed to drive footfall, brand loyalty, and local pride: from 24-hour turnaround launches and events designed to surprise and delight, like Dizzee Rascal’s impromptu lunchtime performance and the launch of the SDMN store; to immersive cultural events that put Birmingham’s rich arts scene front-and-centre, like the Borealis light installation and The Epic Story of Graffiti.
THE OUTCOME
Having worked with Bullring & Grand Central for almost two years, the brand now stands as more than just a shopping destination. Regularly featured in regional news, as well as approached for national commentary and broadcast opportunities, Bullring & Grand Central has become a trusted voice in the UK’s retail landscape, and provides a platform for its tenants’ visibility, community connection, and cultural moments that make headlines.