Down in the Mall
While Pepsi is building virtual reality storefronts, Sony went ahead and developed the real thing. Billed as a “malternative,” the Sony Metreon is a 350,000 square foot shopping plaza in the heart of San Francisco. The Metreon features four levels and 15 movie theaters, including three of the top-grossing individual theaters for Loews. “This is a simple but effective way to get the local community involved in what we have,” says Archana Elwell, Metreon VP Brand and Business Development.
Metreon draws 10,000 to 35,000 visitors per day and claims than 20 million visitors total since its 1999 debut. It also oulasted two other brand “super stores” that launched the same year, Disney’s Quest and the Viacom Store.
About one out of four days is dedicated to an onsite promotion, according to Elwell. Outside partners range from Discovery Channel’s “Shark Week” to weekend film festivals for Bandai Entertainment pushing its “Ronin Warrior” line (Bandai also has its own shop in the Metreon).
“Over the past two years Bandai America has seen a tremendous value in our partnership with Metreon by featuring Japanese Anime products and programming in our ‘Bandai-branded’ retail location,” says Bill Beebe, senior VP of sales and marketing at Bandai America, Inc. “Sony Metreon’s commitment to supporting growing markets, new genres, and out-of-the-box marketing has allowed Bandai to increase sales.”
In April, the Metreon introduced Sony Eco, a six-month, environmental fair that will showcase electric cars and new home electronics, as well as let attendees test their eco-awareness and win eco-friendly prizes.
Next month, the Metreon will host its second annual Global Sight and Sound festival, which uses Sony technology (such as plasma TVs) to showcase South Asian artwork and culture. It’s all part of what Sony calls “ethno-technik” interaction — using its high tech products to showcase the work of artists and community organizations. The Smithsonian Institute is devoting artwork from its South Asian displays to be featured at the Metreon. “There’s been a huge void on the part of marketers when it comes to bucking traditional retail concepts,” says Elwell. “We’re filling that void.”
