The Background: The Mall of America is a destination known for a little bit of everything, but high fashion wasn't really one of them. More people come for the Nickelodeon rides than the Burberry mule slides.
The Challenge: We had to celebrate the things that make the Mall of America all-American while raising the profile of their fashion offering. It was a classic case of attracting new without polarizing the old.
The Strategy: Fashion has a new playground.
