CREATIVE COMMUNICATION - OVIEDO SHOPPING CENTER
Reimagining Retail Engagement Through Strategic Communication
Founded in 1979, Centro Comercial Oviedo has long been a pioneer in Medellín’s commercial and cultural life. Nestled in the heart of El Poblado, it stands as one of the city’s most iconic shopping destinations. During my time leading Communications Strategy and Event Production, I was responsible for creating compelling experiences that connected visitors with the space — and the brands within it.
Feature Campaign: "Brincos" – A Prehistoric Jump into Adventure
This family-focused activation transformed Oviedo’s event space into an immersive trampoline park, themed around a prehistoric world of dinosaurs, erupting volcanoes, and molten lava.
With visual storytelling, themed signage, and strategic communications across digital and in-mall touchpoints, “Brincos”became a sensation for kids and families. The installation not only increased dwell time but also boosted store sales during the activation weeks.
Objectives:
Position Oviedo as an experiential shopping destination
Drive family foot traffic during school break
Promote cross-store engagement with exclusive event-linked offers
My Contributions:
Campaign concept & storytelling direction
Event branding & visual production
Signage and communication materials across platforms
Coordination with vendors, artists, and event teams
In-mall navigation and customer interaction strategy
Results
Significant increase in visitor traffic during activation period
High engagement on social media and local press coverage
Increased sales reported by participating retail stores
Through storytelling and immersive design, I helped reinforce Oviedo’s reputation not just as a shopping center — but as a place where imagination and commerce meet.