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Shopping centre awards for Belgian pair

There have been two prestigious awards won by Belgian shopping centres at the ‘Solal Marketing Awards’, organised during the International Council of Shopping Centres (ICSC) European marketing Conference in Vienna a few days ago. The competition attracted around 230 candidates from 30 European countries plus South Africa.

As the name ‘marketing’ suggests, these awards are not for architecture, environmental-friendliness or other of the more traditional topics, but for marketing events held in the centres. Firstly, ‘K in Kortrijk’ was honoured for its Baba Yega event in January. This event saw the dance formation, which won Belgian television’s ‘Belgium’s got Talent’ show, attract over 7,000 visitors into the centre for a show. This is more than just a gimmick, however, but a response to a current trend in shopping habits, as Alien Decock of the centre’s management team, points out: “We are always on the look-out for new ways to attract young people, who are tending to shop on-line”.

The other award to come Belgium’s way went to the small ‘Pieter van Aelst’ centre in Alost for its attempts to solve the problem of vacancy. Finding itself with an empty unit last summer, it installed a Fablab Fabrication Laboratory here. Visitors were able to experiment with 3D printers, scanners, laser cutters and even robots.

Both of these shopping centres are managed by the Hugo Ceusters –SCMS group, whose Hans Van Laer speaks of his pride in being recognised at international level.










| 12/06/2017

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