Mailchimp Small Mall

We dreamed up an 80s mall that only sells products from Mailchimp customers. Then we made our dream come true.

I co-created the concept for this with my Art Director Ross Zietz. We partnered with Citizen Supply, a popular store in Ponce City Market (also basically a mall) where our offices are located. They agreed to host our pop-up in their space for the busy holiday shopping season. Then I went to work designing interiors and exteriors, reaching out to Mailchimp customers, and working with our build partners (XD agency, who nailed it literally and figuratively - they took my renders and made them real). I also worked with an arcade cabinet builder to get two physical cabinets of our arcade game Post Haste included. Then I worked with Karen Anderson of Tiny Doors ATL to put an even smaller mall inside our Small Mall inside the big mall (that’s right, we made nesting malls).

To further promote traffic to Mailchimp Small Mall, I came up with pulse events including free Auntie Anne’s pretzels and free “Mailchimp Photo Studio” days where you could get your portrait taken in the style of 80s school photos (I partnered with Smilebooth, who made it a snap).

We got some kind of thing from Fast Company. Did I mention that I designed a working fountain out front? That people threw coins into? HELL YEAH.

Additional credits:
Paul Byk - Producer and Support
Albrica Tierra and Jamie Hopper - Photography
Chris Sandlin - Big Neon Sign (interior)
Michael Mitchell - Brand Guidance