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Events · for shopping centres and brands

Year-round programmes. Brand road tours. Vertical solutions.

A calendar for your centre, a tour for your brand, a tailor-made project for every idea: from set-up to staff, we take care of everything.

Request an eventSee our formats
weekends of activities
2,192
shopping centres
49
families taking part in 2026
7,800
Design of the “La Grande Onda” play area: a ball pit under Hokusai's wave, in a shopping centre

Formats

What story will your mall tell?

  1. 01

    Brand Road Tour

    A brand on the road across shopping centres: set-up, activities for children and parents, and people to tell its story.

  2. 02

    Art exhibitions

    Shows that turn the mall into a place worth visiting. We involve artists, associations, schools and local stakeholders, so the exhibition tells the story of the whole community.

  3. 03

    Play areas

    Themed play spaces that teach while children have fun: every area has an educational goal and is installed and supervised to full safety standards.

  4. 04

    Sport and dance

    We bring local sports clubs and dance schools into the mall: performances, open try-outs, new members. Involving the local community is our speciality.

  5. 05

    Tailor-made projects

    We conceive, design, plan and deliver bespoke activities that spark interest and showcase the best of your area.

Set-ups

Some of our events

Giochi di una volta — Traditional wooden games for the whole family, at Verona Uno.
Giochi di una volta Traditional wooden games for the whole family, at Verona Uno.
Ci-Ri Gioco — A toy collection for charity and creative recycling, among giant bricks.
Ci-Ri Gioco A toy collection for charity and creative recycling, among giant bricks.
La Grande Balena — Play area with giant building bricks, a soft motor-skills course and a sea-creature sculpture.
La Grande Balena Play area with giant building bricks, a soft motor-skills course and a sea-creature sculpture.
Brick arches — A monument built in the mall, brick by brick.
Brick arches A monument built in the mall, brick by brick.
Bubble Play Arena — A ball pit to dive into, right in the middle of the mall.
Bubble Play Arena A ball pit to dive into, right in the middle of the mall.
Sport Days — Local sports clubs in the mall: here, youth boxing.
Sport Days Local sports clubs in the mall: here, youth boxing.
Mini Mille — 2027 project: a vintage pedal-car circuit, with a podium for everyone.
Mini Mille 2027 project: a vintage pedal-car circuit, with a podium for everyone.
Castelvecchio in bricks — 2027 project: the Scaliger castle built in the mall, brick by brick.
Castelvecchio in bricks 2027 project: the Scaliger castle built in the mall, brick by brick.
The new Art Club — 2027 project: a new look for the workshop area, one theme a month.
The new Art Club 2027 project: a new look for the workshop area, one theme a month.

* Some images have been digitally retouched; the 2027 projects are renderings.

Tailor-made projects

If the right event doesn't exist, we invent it.

From the idea to the rules, from the jury to the final event: we design bespoke initiatives that involve the local community and give the centre a story of its own.

Case study: Prima Penna

La GrandeMela Shoppingland · Sona (Verona)

A free creative-writing contest for secondary schools in Verona and its province, promoted by the shopping centre and conceived and delivered by Bee Genius. It is now in its second edition.

  • Dedicated website and one-step online entry
  • A jury of experts and local reading groups
  • Under the patronage of the local council
  • Final event in the mall and prizes for the classes
Tell us your ideaSee the project at primapenna.eu
Prima Penna, creative-writing contest for schools: “Your story already exists. Set it free.”

Who it's for

Two audiences, one goal: bringing your story to people

Shopping centres

  • Monthly themed programmes, from a single weekend to a whole season.
  • Play areas and workshops that keep families there for longer.
  • One point of contact: we handle the set-up, activities and staff.

Brands

  • Brand Road Tours in the shopping centres we work with.
  • Your product in families' hands, with people to tell its story.
  • Even if we don't distribute your brand online.

Are you a brand looking for online distribution? Explore our Shop section →

How we work

From the idea to the final pack-down

  1. 1

    Idea

    We start from your audience and the season, and choose the theme and format together.

  2. 2

    Plan

    We design the space, the activities and the schedule.

  3. 3

    Set-up

    We build everything ourselves, respecting the centre's spaces and opening hours.

  4. 4

    Activities and staff

    Our entertainers look after families throughout.

  5. 5

    Pack-down

    We leave the space exactly as we found it.

Request an event

Bring an event to your centre

Tell us what you have in mind: dates, space, audience. We reply within 24 hours.

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