The Challenge
Develop a distinctive Easter experience within a retail environment, capable of:
- Attracting families and increasing footfall within the shopping centre;
- Encouraging longer dwell time and genuine engagement with the space;
- Creating a simple, intuitive, and accessible experience for different age groups;
- Delivering memorable moments without relying on complex technology.
Additionally, it was essential to:
- Build an experience that was easy to communicate and immediately understandable;
- Generate curiosity and organic participation;
- Create meaningful moments of human interaction;
- Integrate complementary activations that reinforced the overall experience.
The main challenge was proving that simple, well-executed physical experiences can compete with more technology-driven concepts, creating genuine emotional impact and real audience engagement.
The Inspiration
The conceptual foundation was built around a central idea:
“Discovery as the driving force behind the family experience.”
The inspiration drew from:
- Easter imagery and symbolism (the bunny, eggs, discovery, surprise);
- Play and exploration dynamics (the maze as a metaphor for adventure);
- Participatory physical experiences;
- Human interaction as a central element;
- Simplicity as a tool for engagement.
The goal was to create an experience where visual storytelling and active participation replaced the need for complex technology.
The Idea
The concept took shape as a themed physical maze, where visitors moved through a space designed to stimulate:
- Curiosity
- Movement
- Discovery
- Interaction
The experience was complemented by parallel moments that reinforced audience engagement:
Easter Bunny Parade
A performative moment with strong public participation and a high capacity to generate spontaneous attention throughout the shopping centre.
Easter Egg Hunt
An activation featuring dedicated sessions that consistently sold out, with strong demand from families.
Core elements of the experience
- Free-flowing and exploratory journey;
- Scale adapted to a children’s audience;
- Visually engaging elements;
- Direct interaction with staff;
- Simple and intuitive dynamics;
- Replayability.
The focus was not on technology, but rather on creating simple, effective emotional participation.
The Implementation
The experience was designed to function simultaneously as:
- A seasonal activation;
- A family experience;
- A traffic-driving tool;
- Visually engaging content for social media.
The maze journey was developed to ensure flow, accessibility, and continuous visual stimulation, creating small moments of discovery throughout the entire experience.
The operation was supported by entertainment teams and dedicated staff responsible for:
- Activating and animating the experience;
- Supporting families and children;
- Creating moments of human interaction;
- Managing visitor flow and scheduled sessions.
The complementary activations enabled multiple communication moments throughout the campaign, increasing both repeat visits and engagement.
Operational simplicity proved to be one of the project’s key success factors, ensuring:
- High perceived value;
- Scalability;
- Strong public engagement.
Results
The UBBO Easter Maze 2026 established itself as a successful family-focused activation during the Easter season, standing out for its ability to transform a simple experience into an emotionally meaningful moment.
Key Results
- Strong attraction of families to the shopping centre;
- High average dwell time;
- Fully booked complementary activation sessions;
- High levels of organic engagement;
- Strong social media content potential;
- Excellent public perception of the experience.
The project demonstrated that accessible physical experiences, when designed with a strong emotional and participatory component, can generate real impact, lasting memories, and meaningful brand connection.
