Award Winning Innovations Create a Better Retail Experience

The MAXI Awards from ICSC (International Council of Shopping Centers) recognize innovation and excellence in shopping center events, programs and the use of technology across the United States. We are delighted to have been recognized with five awards in 2018, demonstrating the breadth of our capabilities in providing the very best retail experiences across the United States. Read on to find out more about our gold and silver award winning programs.

Gold Award: Jodi Mayers & Style Partners at Ridgedale Center

Personal shopping experiences are not a new phenomenon—they are commonly found in department stores where the range of brands available to a client is limited. To bring access to a wider audience, we partnered with personal styling and shopping service: Jodi Mayers & Style Partners.

A unique-to-market offering, the style experts curate items from across the entire Ridgedale center, in Minnesota—making it a multiple store/brand experience. By leveraging the expertise and profile of Jodi Mayers and her team, we are able to offer a range of affordable personal shopping services, including personal and seasonal styling, special event dressing, trip packing and gift shopping. With average spends at a personal styling session exceeding $2,000, and some clients spending upwards of $5,000 during a two-hour appointment, the impact of this program has benefited tenants across the center.

Silver Award: Santa’s Toy Factory

A visit with Santa is an annual tradition for many families. But with long lines and impatient children (and adults), what should be a joyful seasonal treat can become a stressful experience. We addressed this by partnering with toy manufacturer Mattel for a one-of-a-kind immersive holiday experience. Children were able to test the season’s hottest toys from popular brands, as well as digitally design, build and paint toys in the factory, prior to their visit with Santa himself.

Santa’s Toy Factory appeared at four of our retail centers in Oregon, Georgia, Colorado and Texas. By creating a social media buzz from local parent bloggers in each area—as well as running additional themed events with entertainment, craft stations, face painting and DJs—we were successful in placing these properties at the top of many parents’ nice lists.

Silver Award: Where (Ridgedale) Lives

Differentiating a shopping center from its competition can be a challenge in a saturated retail market. And when your neighbors include the Mall of America, those challenges increase exponentially.

Following the $100 million renovation of Ridgedale Center in Minnetonka, Minneapolis in 2015, we created the ‘Where (Ridgedale) Lives’ campaign to shine a playful light on the center’s retailers, restaurants and shoppers. Utilizing a range of marketing channels that included targeted digital and print advertisements, wrapped buses, digital billboards, radio, in-mall advertising and social media, the campaign resulted in measurable increases in sales across the center’s tenants, improved foot traffic and better consumer engagement across social media and email marketing channels.


These innovative concepts and campaigns show how Brookfield Properties Retail Group can elevate the retail experience for consumers and brands alike. Fill out the form below to find out about more partnership opportunities across the United States.

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