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07/06/2021

Brookfield Properties to enhance mall shopping with augmented reality

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture
Ala Moana Honolulu

A major mall operator will leverage augmented reality (AR) technology to offer immersive experiences in all of its shopping centers.

Brookfield Properties is granting exclusive virtual air rights in more than 100 mall locations across 42 states and over 150 million square feet of retail space to The Aria Network. The agreement will allow Brookfield to provide endemic and non-endemic advertising through AR technology, powered by the Aria 360° AR platform.

The Aria technology has the potential to provide shoppers, through the use of their mobile phones, the ability to interact with content, a virtual mall directory, wayfinding in a mall environment, immersive retail displays, touch-free transactions, in-store brand experiences, and digital interaction with their family and friends, among other features.

For marketers, Aria says the use of AR has shown to drive purchase intent, higher conversions, and to provide more robust first party data with real-time insight into how shoppers engage, triggers to conversion, and what content resonates. Aria will begin working with key partners to bring the 2021 holiday season to life with innovative experiences across the common areas of Brookfield Properties malls.

"We are excited to partner with Aria within our retail portfolio,” said Brookfield Properties senior director of strategic partnerships Patrick Pechous. “Brookfield Properties is always seeking new, innovative experiences for our guests, and we know our shopping center communities will embrace this new offering."

“Through this agreement, we are able to leverage millions of square feet of untapped ad inventory – the virtual air rights in the common spaces of leading malls across the country,” said ARIA co-CEO Darren Mann. “For brands and tenants alike, this brings a highly-immersive and innovative form of advertising, through AR, that engages shoppers directly at the point of purchase, and that they can access simply by being prompted to scan their immediate environment using AR technology on their phones.”