"The Land x Complex SHOP" was a dynamic and innovative pop-up retail shop located in the Tower City marketplace, a historically significant location in Cleveland. The project aimed to revitalize this iconic site, which had witnessed a decline in recent decades, by infusing it with contemporary culture, art, and commerce. This project was strategically timed to coincide with the NBA All-Star Weekend, an event that attracted both locals and visitors to the city.

The project's success hinged on strategic partnerships. By joining forces with Complex, we aimed to leverage their authority and reach in the world of culture and relevance. This partnership was instrumental in driving traffic to the Tower City marketplace and repositioning it as a vibrant hub.

Beyond just Complex, the space served as a platform for local artists to showcase and sell their creations, fostering a sense of community and supporting local talent.

The shop was open for a month, during which it attracted thousands of visitors from Cleveland and beyond. Its online presence garnered millions of engagements, further promoting the Tower City marketplace to a global audience.

"The Land x Complex SHOP" was a collaborative effort involving several internal stakeholders at Bedrock— from Property Management and Operations, to Experience and DEI.

Externally led through our partners at Complex, we then joined forces with Victory Creative to create a synergy of talents and resources essential to ensuring the project’s success.