CambridgeSide Mall:
Reimagining the Mall Experience
Transforming a three-level urban shopping destination into an interactive mystery through a bespoke AI-led engagement.
The introductory video presented to players, setting the stage for the mystery.
The Objective
The project was designed to modernize visitor engagement while driving tangible business value for the property.
Increase Dwell Time
Stay beyond primary shopping goals.
Multi-Level Exploration
Redirect traffic to retail areas.
Modern Engagement
Dynamic, digital-first experience.
"The Foam Phantom's Revenge"
Players unlocked a 60-minute narrative journey coordinated by Maya, helping stop a 40-year-old "Rube Goldberg" prank that threatened to bury the mall in pink foam.
Bespoke Puzzle Mechanics
1The Mural Mystery
Located a massive mural on the 2nd floor, comparing it to an "imposter" image sent by Maya.
2Shopping Safari
A multi-level hunt for retail storefronts matching specific themes to feed a digital word search.
3Solar System Hunt
Utilized a physical Museum of Science exhibit outside Zaraman to decode a 5-letter cipher.
4The Abort Code
Final dash to extract a logic code from mall pipes, followed by a multi-device Sudoku challenge.
Gameplay in Action
Players collaborating in the mall and Maya’s interactive "Foam Phantom" suite.
The Results: Beyond Passive Visitation
| Takeaway | Impact |
|---|---|
| No Friction, High Reward | Lowered barrier to entry while maintaining a premium feel. |
| Bespoke Storytelling | Perfectly accurate and immersive mall-specific training. |
| Scalable Engagement | Live with zero disruption to mall operations. |