One of the key conceptual features of the Trump Towers Shopping Mall (described elsewhere) was the creation of an entire floor dedicated to families and children, a ‘mall within a mall’ named MiniMall. Every aspect was considered, e.g. creating a child-oriented commercial mix, persuading tenants to create specific ‘junior’ brands like D & R Kids and unique fast food outlets, introducing two major anchors in the form of Europe’s first Disney Theatre and world edutainment brand KidzMondo (for which we were also the development consultant), and in-house entertainment such as a craft workshop, dance and theatre stage, and ice skating rink. We also introduced Trump Concierge, a child-minding service allowing parents to shop and dine at leisure. FYP was also responsible for overseeing the marketing strategy of the development.
