Midsummer Place Shopping Centre has scooped one of the retail marketing industry’s most prestigious accolades, at the Purple Apple Awards.
The glamorous black-tie event, held at The Brewery, London, on Sunday, was attended by over 400 people from the marketing and retail industry. Midsummer Place was shortlisted in the Events category for its innovative Kinetic Christmas tree that resided in the Centre during the festive period - by using people’s footsteps, it generated electric to power the 1000 Christmas tree lights.
The Centre was up against 30 centres across the UK and extremely tough competition, including Westfield London, Brent Cross and The Trafford Centre, however the ‘Fashion Quarter’ was picked by judges that labelled it “a fabulous way of making ‘green’ fun”.
Martin Hindson, Centre Manager is delighted to have received recognition for this achievement, he said: “Midsummer Place is committed to sustainability and protecting the environment wherever possible, and the Kinetic Christmas tree was a great way to promote this message to our shoppers. The interactive process of illuminating the lights was incredibly popular with visitors to the Centre and, as a world first, it attract a considerable amount of attention.”
During this period, Midsummer Place Shopping Centre hired the help of ‘Elf + Fitness’ instructors to get shoppers walking across special paving slabs installed in the Centre and promote a healthy holiday cheer with festive fitness sessions around the tree from 10th – 24th December.
Midsummer Place’s ground-breaking Christmas tree was developed with award-winning sustainable technology innovators, Pavegen Systems, makers of paving slabs made from low-carbon steel and recycled rubber that generate electricity by harvesting kinetic energy from ordinary footsteps.
Further information about Midsummer Place can be found at www.midsummerplace.co.uk.