Hawaii’s largest open-air center unveils post-pandemic image change

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Hawaii’s largest open-air center unveils post-pandemic image change

By Al Urbanski - 01/27/2021
Kaleidoscopic images incorporating Hawaiian culture are used in Ala Moana Center's first new branding campaign in 10 years.

Brookfield’s 2.4 million-sq.-ft. Ala Moana Center, which it claims to be the largest open-air shopping center in the world, has introduced a new logo and its first consumer-facing marketing program in 10 years.

High-image art for the campaign and property signage employs a kaleidoscopic format to present images of Hawaii’s natural landscape, employing objects and cultural content that tell the Ala Moana Center story.

“While the pandemic has significantly disrupted our business, the purpose of our rebranding is to reinvigorate Ala Moana Center while celebrating all of the elements that make it so unique,” said senior VP and general manager Jake Wilson.

Brookfield and Ala Moana management spent 15 months planning the center’s new branding before introducing it during the holidays. The kaleidoscopic branding is now found throughout the property and in all the center’s print and digital advertising and marketing.

“And as a way to honor our physical location, just steps away from the ocean,” Wilson said, “we intend to take on more initiatives in the near future that help to conserve and sustain Hawaii’s natural resources.”