What if a shopping centre could grant people’s wishes – for real? For Asecs, we created the Christmas concept “Make a Wish”, built entirely on the hopes and desires shared by the community. The activation unfolded both digitally and in-centre, where empty retail units were transformed into immersive installations that brought visitors’ wishes to life. The result was a campaign that increased traffic and – crucially – spread it evenly across the entire month of December, instead of peaking only around Christmas. A new way to turn unused space into emotion.