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Dundrum Summer Safari

Going wild at Dundrum Town Centre

How do you create a must-visit summer shopping experience? By offering consumers a one-of-a-kind safari adventure. We helped Dublin’s premier shopping destination, Dundrum Town Centre transform into an authentic African plain, with wildlife, flora and a replica safari bar and restaurant open to adventurous shoppers all summer long. 

Following on from the success of 2017’s Garden of Pure Imagination, Dundrum Town Centre once again needed to create an experience that would not only appeal to shoppers of all ages, but make the location a feature destination, increasing dwell time and repeat visits whilst becoming the most talked about, most Instagrammed and most visited experience of Summer 2018 – living up to the brand’s ethos “where more happens”

We transformed Pembroke square into an African safari complete with six hyper-realistic, life-sized animal models including a giraffe, African elephant, lion, rhinoceros, water buffalo, and leopard, all hidden around the grassy plain. Visitors entering under the eye-catching branded archway could climb aboard our safari jeep and get up-close-and-personal with a herd of roaming elephants using our bespoke VR experience, guided by our enthusiastic safari guides. A hot-air balloon was placed at the centre of the build for families, couples and friends to get that perfect Instagram snap before retiring to the bespoke Sundowner’s bar, where no detail was overlooked in delivering the most authentic safari bar experience Ireland has ever seen. All this set against an African savannah backdrop completing the picture-perfect view for visitors of all ages.

  • Increased footfall of 16% in the first three weeks, with sustained numbers throughout the summer
  • 200+ mentions of #DundrumSafari in the opening two weeks of June resulting in a matched charity donation to the Save the Rhino project by Hammerson Inc.