European Community Support Award
“The Empty Shop” campaign
This year’s award has gone to CBRE’s Manchester Arndale shopping center for their “The Empty Shop” campaign which raised funds Mustard Tree. The award was presented at ICSC’s European Marketing Conference in June 2015, in Copenhagen, Denmark. In honour of their win, the ICSC Foundation will make a $5,000 USD contribution to support Mustard Tree's work.
Partnering with Mustard Tree, an organization that aims to improve the resilience and wellbeing for homeless and marginalized people in their community, Manchester Arndale opened an empty shop in a prime location in the mall, they collected donations, raised awareness for Mustard Tree and the problems homeless people face, and encouraged community involvement.
8225 items were donated, local celebrities and stylists became involved in the campaign, and all four Manchester universities donated and helped style the donated clothing. Not only has the Empty Shop inspired its own community, but three other shopping centers hosted their own Empty Shops.
“The world of fashion is often viewed as frivolous but by combining the serious topic of homelessness, and making it accessible for people to help make a difference in a simple way, the Manchester Arndale marketing team was confident the concept of The Empty Shop would strike a chord with the general public.” – Manchester Arndale, CBRE
|2015||Manchester Arndale||"The Empty Shop" campaign|
|2014||The Mall at Cribbs Causeway||“Gromit Unleashed” campaign|
|2013||Gradski centar d.o.o. and CC Real d.o.o.k.d. City Center one West||High 5 for Demining of Petrinja|
|2011||Bluewater's Lend Lease||The Learning Shop|
|2010||REDiS's Magnolia Park||Save a Life with Magnolia Park|
|2009||The British Land Company PLC's Meadowhall Shopping Centre||The Source|
|2008||Multi Development Germany GmbH||Multi Talent|