Our fantastic categories cover a broad spectrum of commercialisation elements within the retail property and placemaking community, meaning there’s something for everyone!

Take a look at the entry guide to read the full criteria for each of our categories. It's the only place you'll find the inside scoop on what our judges are looking for!

New for 2019 – Car parks.

Car parks are often responsible for creating the first impression the customer forms of a retail place. Whilst the performance and customer experience the car park itself provides is therefore crucial, it can also provide a platform for commercial activations targeting customers who arrive by car.

This category is open to entries showcasing an activity taking place in a car park which, whilst generating an income, can also be original or innovative in some way, provide a
service or meet a need currently not on offer for the the locality.


Brand immersion and sponsorship.  

Brands are now utilising multiple channels to dominate spaces within the mall environment. To deliver these activations, multiple agencies, brands and mall owners are often working together, engaging with customers across a combination of touch points and platforms.

This category will explore how the campaign has been activated across a minimum of two multiple channels (which could include mall space and advertising) and how it makes best use of the touch points to integrate it into the environment.



Commercial events/markets/exhibitions.

Events, markets and exhibitions are becoming increasingly more important for retail destinations to drive and enhance the customer experience. Recognising and rewarding innovation and excellence of delivery, the activity must highlight how it drives commercial income, demonstrating
strong engagement and entertainment for customers.

Funding should not come from marketing budgets – these types of events can be entered into the Revo Purple Apple Marketing Awards.




Experiential activities are high impact with bursts of energy, often changing customer perceptions of a brand. In many instances these are non-transactional activations, focusing on customer engagement and in-turn, influence buying behaviours. These activations showcase the brand, promote brand awareness and deliver against brand KPI’s through creative solutions. 



Mall retail. 

Great mall retail is particularly suited to its environment, whether delivered from a kiosk or bespoke unit. Occupiers benefit from high visibility and relatively low barriers to entry offered by this channel and add colour and vibrancy to the malls, providing variety and value for customers.
This category will explore how occupiers have delivered a compelling mix of innovation, product differentiation, merchandising, design, customer engagement and where relevant, a creative use of technology and/or applications.

Entrants will be trading successfully, exploring the next step for their businesses. Short term bookings for a fixed period/seasonally will also be considered.



Mall transformation.

Retail and leisure environments can be completely elevated through the transformation of existing commercial or underutilised mall spaces, whether an aesthetically enhanced execution, a new activation space added or unused spaces utilised.

This category will reward strategies and initiatives devised to transform and positively enhance the retail place, rather than an individual activation. The commercialisation context must be clear with income growth as a result of the transformation detailed.

Open to agencies, managing agents and landlords, this category is not simply rewarding mall
refurbishment. Think bigger. Think better.



Media campaign. 

The scope offered by media in retail places is broad and well recognised, as they offer a unique opportunity to communicate and actively influence consumer purchasing decisions, so advertisers continually looks for ways to harness this environment.

This category will explore how the media has been embraced and should only be media within the retail environment.



Other retail environments.

Entries are welcome from non-shopping centre destinations such as airports, railway stations leisure destinations, outlet malls, retail parks or mixed use formats covering any of the
main Opal categories. Entries will only be judged against other retail destinations and will still be eligible for the Aurora Award.



Pop up shops/temporary lets. 

Through dynamic innovation of spaces with a variety of uses, from product and service testing, use of technology and launches, through to alternative ways of working existing businesses, activation of empty shop units continues to be an increasingly important area of commercialisation.

Originality and innovation, sometimes critical timeframes and excellent delivery, has borne fruit as a result of real partnership working. This category will recognise and reward the innovative use of these spaces, timeframes, excellence in delivery and creativity.