Wednesday Mall of Misery

The Mall was no longer just a place to shop, but a stage where brand and fan came together.

During the summer months, Westfield Mall of the Netherlands transformed into a world where fiction and reality collided. For the launch of the second season of Wednesday, the shopping centre was completely immersed in the dark atmosphere of the series.

Visitors walked through a dilapidated graveyard, discovered sets that seemed to come straight out of the show, and could even step into the shoes of Thing. From make-up stations to interactive installations, everything breathed Wednesday.

Ocean Outdoor, together with Netflix, Paloma, Wavemaker, Westfield Rise, and We Make You Happy, brought every square metre to life with digital media and physical experiences. The Mall was no longer just a place to shop, but a stage where brand and fan came together.

And that did not go unnoticed. More than 10,000 visitors found their way to the Mall of Misery. A record that shows how powerful media-first activations can be when they seamlessly combine storytelling and location.