Project :
PenFed Plaza
Client :PENFED FEDERAL CREDIT UNION
With PenFed Plaza, we turned a walkway into a destination.
[01]Intel gathered
Credit unions run on a different idea than banks: member-owned, built to serve a community rather than shareholders. That’s easy to say and hard to make visible, especially without a substantial branch network built for gathering.
But we saw an opportunity for PenFed just up the street from Tysons headquarters: Tysons Corner Center, the largest mall in the DC region and one of the busiest in the country, drawing more than 25 million visitors a year.
[02]The angle
A large concourse connected the mall to the nearby metro station. Passed through by tens of thousands every week, it was an ideal gathering space.
Our media team worked with Tysons Corner Center to transform it into PenFed Plaza. We hosted traditions the mall already had, like the holiday season’s arrival of Santa, plus signature events, including Paws on the Plaza and a Cherry Blossom celebration, so the people already showing up left with more than they came for.
[03]TL;DR
Rather than build a gathering place, we built community around where people already gather.
Fig 01.2.1
Fig 01.2.2
Fig 01.2.3
[01]The Fine Print
Our major activations always include a variety of aspects, including opportunities to create, play, and interact; beautiful custom-made photo ops that help spread the story across social platforms; food and beverage that enhance the experience; and thoughtful giveaways that leave a lasting reminder. The result is much more than a booth or participation at an event, it’s a complete experience that people remember and share.
We won't tell anyone.
We'll tell everyone.
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