Milwaukee’s Northridge Mall has been an abandoned building since 2003, but it is now a magical winter wonderland thanks to a team effort from Samsung and Casey Neistat.
Without people, the wide-open spaces of an deserted building often feel anything but welcoming, but rather desolate and creepy. However, the transformation that Samsung and Casey Neistat pulled together introduces an inspiring, festive space for the Boys and Girls Clubs of Greater Milwaukee. The winter wonderland is styled like a playground, complete with everything from fake snow pits to slides. For the capture of the video experience documented on Neistat's YouTube channel, only a Galaxy Note8 phone was used.
As well as spreading good cheer, the festive holiday stunt also shows one way that a large, abandoned space may be repurposed for a good cause.
Festively Repurposed Malls
Samsung and Casey Neistat Transformed an Abandoned Mall for Christmas
Trend Themes
1. Abandoned Space Repurposing - Creating new and temporary experiences for customers in repurposed buildings for promotional purposes or community activation.
2. Brand Partnership Activations - Collaborating with popular online influencers to create unique experiences that showcase products and engage with younger generations.
3. Minimal Equipment Producing - Efficiently producing video content using minimal equipment to create a sense of relatability and showcase the quality of mobile phone technology.
Industry Implications
1. Real Estate - Exploring the potential of repurposing abandoned buildings to create temporary spaces for events or activate communities.
2. Marketing and Advertising - Partnering with online influencers to create unique experiences that leverage their audience and platforms for brand activation.
3. Consumer Electronics - Showcasing the quality of mobile phone technology by producing professional quality content using only a mobile phone.