Challenge
How does a Shopping Center support Pride without slipping into rainbow-washing? By going beyond the rainbow flags, with a project the local community can call its own — authentic in form and in substance. An initiative created together with the Center’s owner, Eurocommercial Properties, to turn the Shopping Center’s central gallery into a space for listening, storytelling and participation.
Solution
Two weeks and three experiences brought to life through close collaboration with Savills. “The Voices of the Rainbow”: 4 video-testimonials from LGBT+ people in the local community, premiered during the Carosello Pride Day and then made available online. “The Big Hug”: a 3D photobooth that physically embraces whoever steps up for a photo, plus a hashtag (#CaroselloPride) to fuel UGC content. Rounding out the project, a launch event with a stage and a talk open to the public.
Community Factor
The stories told in the videos are stories from Brianza, the people in them are members of the local community, and the association involved — Brianza Oltre l’Arcobaleno — is the local reference point for the LGBT+ community. The Shopping Center made itself available as a physical and digital platform for a conversation that already existed and was looking for space and room to breathe.
Results
days
of visibility in the Shopping Center and online
video content views
donated
to the anti-discrimination work of Sportelli Arcobaleno Monza e Brianza
