Dubai, 2 February 2015:360 MALL, Kuwaits iconic shopping mall owned by Tamdeen Shopping Centres, was recently recognised for its innovative approach to signage and outdoor promotion as it lifted the Most Innovative Billboardaward at the Signage Middle East Awards in Dubai, UAE.

The award was received by mall management company,GLA Property ManagementCompany W.L.L, a Tamdeen Group company.

The 82,000 square metres 360 MALL, which attracts 12 million visitors annually, creatively converted its 900 square metre, 36 metre high glass tower facing the main highway into an attractive billboard. Over 15,000 vehicles pass the mall on the facing King Faisal Highway and 6th Ring Road daily which translates into 16 million views annually.

One of the biggest challenges that 360 MALLfacedwas ensuring that every specialty leasing signage in the mall was in line with the malls premium luxury image. Also stringent rules in Kuwaitprevented the mall from applying external signage on the mall building. That is when GLA Property Management came up with the idea of using the massive glass tower,an iconic feature of the mall, as a billboard which also created a new revenue stream for the mall.

The implementation of the billboard was a herculean effort. We used a 30-ton crane with a four-man crew over eight days working seven hours every night to put up the first graphics for Jimmy Choo and then Dior, explained Claudia Lopusinska, Marketing Manager, 360 MALL.

The image of the face of Dior, Charlize Theron, was captivating and immediately captured the attention of the public. Following the success of the first few ads, the tower billboard subsequently featured other high-end brands such as Chopard, Tag Heuer, Cartier and DKNY and today has become an iconic landmark for Kuwait, added Lopusinska.

The Signage Middle East Awards organised by events and publishing company Enthralogy, is the first recognition platform in the Middle East to celebrate excellence in signage innovation. The award candidates were assessed by an independent panel of judges comprising renowned signage industry experts from the Middle East and all around the world. The awards ceremony and gala dinner was attended by over 400 exhibitors from 34 countries.