SOUTHDALE CELEBRATION
SOUTHDALE CENTER | MINNEAPOLIS, MN
GRAND OPENING SOIREE FOR THE LUXURY WING
PHOTO: RUSSELL HEETER
The Southdale Center Celebration marked the opening of a new luxury retail experience in Edina, Minnesota, with programming designed to introduce guests to the transformed destination. The grand opening brought together hospitality, discovery and experiential moments throughout the property, encouraging guests to explore the new luxury wing rather than experience the opening from a single location. The result positioned the redevelopment as more than a retail expansion—it became an experience guests could actively discover.
THE EXPERIENCE
For the opening of Southdale Center's new luxury wing, DDG used experiential event production to introduce the destination through experience rather than simply announce its arrival. We created a layered guest journey combining elevated hospitality, programming and discovery to bring the new retail environment to life.
THE APPROACH
Creative Direction, Experience Design, Event Production, Production Management, Scenic Design, Technical Production, Vendor Management, Talent Management, Guest Experience, Onsite Management, Budget Planning, Venue Management
