Atrium Poland Real Estate, the owner and manager of such centers as Wars Sawa Junior, Atrium Promenada, Galeria Dominikańska, and Focus in Bydgoszcz, won two awards at the 13th edition of the prestigious PRCH Retail Awards competition organized by the Polish Council of Shopping Centres. One was in the Event of the Year category for the AR interactive exhibition "Colourful Centre of the World", which was run in 12 Atrium centers, and the other was awarded to the "Smak's Entry" campaign in the Opening Campaign category.
"The Colourful World Centre" is an innovative 3D interactive educational exhibition, which used Augmented Reality technology and QR codes to allow entry into the world of wild animals distributed around the center in the form of animations.
The opening of the food court area after Reduta's first redevelopment in 22 years also coincided with the COVID-19 pandemic restrictions, so it was carried out using such tools to attract customers while maintaining appropriate safety rules. The original 'Entrance of Taste' campaign was created from a combination of offline, ambient, pro-sale, and digital solutions, as well as influencer participation.