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RLI Most Innovative Trafford Centre Wowbeing, J1 Beach RLI Most Innovative

TRAFFORD CENTRE, MANCHESTER, UK In December 2022, Merex Investment announced
Marketing Campaign BY BWP GROUP a redevelopment of La Mer South, to be named F&B Concept
With this marketing campaign, BWP Group aimed to go beyond J1 Beach, with the addition of 13 luxury dining
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past campaigns with a pure focus on diversity. This year, they chal experiences. In October 2024, Merex Investment
This award recognises a campaign that didn’t just capture attention lenged beauty norms, celebrating wellness from within. Ditching announced the launch of J1 Beach, the eagerly This award highlights the very best and innovative F&B
- but transformed the way audiences connect with a brand. glossy perfection, they showcased real people and perspectives, awaited urban Riviera in Jumeirah set to trans- concepts across the globe and our judging panel were
cutting through industry jargon to offer authentic guidance in a form Dubai’s beachfront dining scene. J1 Beach looking at the authenticity, quality and experience that
noisy wellness landscape. The campaign goals were to promote reimagines coastal sophistication, combining each concept offers its customers.
Enchanted Forest, Perisur, wellbeing alongside inner and outer health and beauty, increase the allure of a year-round Riviera ambiance with
MEXICO CITY, MEXICO category awareness for health and beauty amongst a broad range refined dining and stylish club experiences for an
BY MK ILLUMINATION of customers and embrace a healthier and more beautiful you unrivalled retreat. Showcasing Dubai as a true lebua Hotels & Resorts
The Enchanted Forest was conceived by and welcome the ‘wellness era’. With approximately 62k visitors culinary capital, J1 Beach brings an extraordi- lebua Hotels & Resorts and its iconic
MK’s talented design team, using all the per day, the fully integrated campaign targeted key audiences, nary line-up of iconic restaurants from Paris, destination, The Dome at lebua, are
available tools and elements. Inspired by identified through CACI research and extensive profiling based on New York, Miami, London, Tulum and the French internationally celebrated for pushing
natural forms such as reindeer and trees, geography, interests, behaviours and intent. Riviera, making their regional debut with elevated the boundaries of food and beverage
the concept was designed specifically dining crafted for the epicurean traveller. experiences. Positioned high above
for the project, creating a welcoming Bangkok’s skyline, lebua’s F&B portfolio
environment with several multimedia is more than a collection of restaurants
elements. The main objective was to and bars - it is a vertically curated,
offer a unique experience to customers, immersive culinary universe, where luxury,
creating unforgettable family memories. emotion and storytelling intersect. With
This is why this project had to be a unique four award-winning restaurants and six
and distinctive Christmas experience, concept bars already acclaimed across
strengthening Perisur as the best shopping global hospitality platforms, lebua is
centre in Mexico”. The set-up required a now expanding its innovative culinary
month and a half of work, incorporating playground with a visionary new pipeline
motion, internet connected products, that will redefine experiential dining
video projections and projections for through 2029. Building on this foundation
marketing and sponsorship. The design of excellence, lebua’s vision is expanding
and production time was approximately to include five next-generation dining and
seven to eight months. nightlife concepts atop Bangkok’s skyline.

Beauty Unbound, The Exchange TRX, Barnhouse
KUALA LUMPUR, MALAYSIA Barnhouse is more than a restaurant - it is an atelier of taste, where
BY THE EXCHANGE TRX TRX Eats, The Exchange TRX, World Kitchens nourishing cuisine, sustainability and mindful eating converge. Nestled
Within Malaysia’s competitive retail landscape, the Beauty Galleria at The KUALA LUMPUR, MALAYSIA Far from the usual mall food hall, World Kitchens within Essensai067, an experiential retail space housed in a retrofitted
Exchange TRX was meticulously curated to capture the luxury beauty BY THE EXCHANGE TRX introduces an entirely new concept. It is the first 30-year-old factory of Sai Lakshmi Industries Pvt Ltd. in Bengaluru,
market. Housing an exclusive collection of global icons like first-to-market Despite The Exchange TRX rapidly becoming Kuala Lumpur’s giant, full-table-service restaurant in the Philip- India, Barnhouse offers an urban oasis, inviting guests to slow down,
brands such as Guerlain, Acqua di Parma and Helena Rubinstein, the precinct new social heart, the Dining Terrace presents unlocked potential pines that serves comfort food from around the reconnect and dine with intention. Barnhouse is designed to be
is poised to establish itself as Kuala Lumpur’s premier beauty and wellness due to its peripheral location. So, The Exchange TRX brought the world. Located at Gateway Mall 2 in Araneta City welcoming and accessible to all - from the young to the elderly, includ-
destination. A key challenge of this marketing campaign lay in addressing Dining Terrace to life with TRX Eats, a month-long gastrotainment (known in the country as the City of Firsts due to its ing disabled guests and even pets. This inclusivity extends beyond
the mid-year retail lull between July’s sales period and the year-end shop- festival held from 2 to 26 May. Combining culinary artistry from seven-decade legacy), World Kitchens is a pioneer just accessibility; it is about creating an atmosphere where everyone
ping season. Running from 9 August to 1 September 2024, Beauty Unbound its tenants with bold entertainment, the campaign bridged the in the city’s thriving food scene, establishing the feels at home. To encourage mindful dining, guests are even invited to
sought to differentiate the Beauty Galleria through immersive experiences gap between festive and mid-year sales with a dynamic experi- area as a rising culinary hub in Metro Manila. At the disconnect from their devices and store them.
and strategic storytelling, positioning it as Kuala Lumpur’s ultimate luxury ence. Vibrant colours, modular installations, robot-themed visuals heart of World Kitchens are its 15 show kitchens,
beauty and wellness destination. each offering a distinct culinary experience crafted
and striking light displays created an immersive atmosphere
that captivated visitors. These activations positioned TRX Eats by internationally renowned chefs. In total, the
as a must-visit destination, driving participation and campaign extensive menu of World Kitchens features over
success, with over 100 media representatives and KOLs at the 250 unique dishes from around the globe.
launch event alone.

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