Westfield London’s Paddington Bear statue shows how shopping centers can create simple events to attract visitors, strengthen community ties, and boost partnerships.

Westfield shopping center in London recently surprised its visitors with a Paddington Bear statue to celebrate the release of the movie Paddington in Peru, which hit cinemas this November.

The statue is part of a more comprehensive film promotion called Paddington Visits, where statues of Paddington Bear were positioned across 23 locations across the UK and Ireland. Families and children were invited to join the adventure to find their local Paddington, turning these statues and locations into a fun trail hunt.

Paddington’s statue, seated on a bench at Westfield, quickly became a favorite attraction, increasing social media photo sharing, footfall, revenue, and customer satisfaction.

This campaign offers lessons for shopping centers aiming to replicate its success.

1. Collaborative Partnerships

Partnering with cinemas or bookstores to promote film or book releases by creating statues of main characters is a brilliant strategy. It can serve as both an attractive marketing tool and a way to drive traffic to your mall, benefiting both your mall and the tenants:

• Cinemas: Work with the cinema to feature statues of iconic characters from upcoming films and cartoons, especially during big releases. Position these statues near the cinema entrance or in high-traffic mall areas. This will increase visibility for both the film and the cinema, drawing in potential moviegoers.
• Bookstores: For book releases, especially highly anticipated ones, collaborate with bookstores to create statues of popular characters from the book. Place these statues near the bookstore or in prominent mall locations to attract book lovers and casual shoppers.

2. Themed Events and Promotions

• Host exclusive events, such as book or film-themed weekends, where customers can take photos with the statues. These events can be paired with special discounts or giveaways in the bookstore or cinema to boost sales.
• Consider pre-release promotions where statues are unveiled ahead of the official release date. This creates excitement and anticipation, leading to increased foot traffic and sales.

3. Interactive Experiences

Bring the statues to life by adding an interactive element.

By incorporating QR codes next to the statues, shoppers can scan the code to access exclusive content, such as behind-the-scenes film footage, book excerpts, games, or interviews with actors/authors.

This adds value to the experience and encourages people to engage with both the statues and the featured media.

4. Seasonal Tie-ins

For holiday seasons or special anniversaries, collaborate with cinemas or bookstores to create statues for iconic characters that fit the time of year.

For example, statues of famous Christmas movie characters or Halloween-themed book characters.

5. Exclusive Merchandise

Partner with bookstores and cinemas to create exclusive merchandise related to the statues, such as movie memorabilia or character-themed accessories.

This can drive both impulse buys and long-term customer loyalty.

6. Photo Opportunities

Encourage visitors to take photos with the statues and share them on social media, tagging your mall, the bookstore, or cinema.

Offer incentives such as a chance to win a free book, movie tickets, or gift cards for the best posts.

7. Cross-Promotions with Local Businesses

Partner with local venues and businesses in your community to create a city-wide trail hunt featuring the statues.

Shoppers can visit each location to find a statue, collect stamps or codes, and earn rewards or prizes for completing the trail.

This encourages exploration of your mall and other local businesses, driving traffic to all participating locations while strengthening community ties.

Final Thoughts

The Paddington Bear statue at Westfield London is more than just a display—it’s a powerful tool for creating joy, fostering community, and generating excitement while promoting its cinema tenant.

Shopping centers can take inspiration from this example by blending entertainment, marketing, and local engagement into their own campaigns.

By featuring beloved characters, creating interactive trails, and leveraging social media, shopping centers can transform into vibrant community destinations that offer more than just shopping. These kinds of experiences drive foot traffic, boost revenue, and enhance customer satisfaction.

What will your center’s next iconic moment be? It is time to be creative!

Need More Ideas and Case Studies?

For more ideas on how to turn your shopping center into a community hub, contact us at office@retailsee.com