A New Retail Attraction for a New Generation.
Mall operators wanted to energize their spaces and draw younger crowds into physical retail centers. Youseum provided the spark: a “social media museum” pop-up designed to be the perfect blend of playful, share-worthy, and culturally relevant.
After welcoming over 75,000 visitors in its first location, Kubik partnered with Youseum to launch a permanent flagship at Westfield Mall. The mission? Create a Gen‑Z magnet—a visually stunning, content-rich experience that turns mall visits into shareable moments.
Objectives
- Attract younger audiences to bricks-and-mortar retail through social media–focused engagement
- Pop-up a modular, scalable experiential visitor attraction
- Serve as an anchor and activator within a new or existing mall environment
How We Did It.
30+ Interactive Installations
The Youseum space spans over 1,200 m², with more than 30 Instagram- and social media-ready installations—perfect for solo creators or group adventures. Think ball pits, optical illusions, swings, slides, hidden passages, and the flagship Vibehouse, a TikTok-centric video studio created with local influencers.
Designed for Shareability
Every room is built around shareable design—bold colors, fun visuals, and surprise moments—all crafted to encourage organic content creation and social amplification.
Modular & Scalable
Kubik engineered the layout, structures, and graphics for flexible installation. This allowed Youseum to adapt to diverse venues—from temporary pop-ups to permanent flagship locations—while keeping design consistent and reproducible.
Retail Reinvented
By blending enjoyable experiences with brand partnerships and mall integration, Youseum turned standard food courts and shoe aisles into platforms for celebration and connection.
Key Story Elements.
- Social-first design: each installation built to inspire content creation
- Flagship experience: a permanent pop-up with over 30 share-worthy zones
- Gen‑Z engagement: the first SM-focused experiential museum in the region
- Scalable architecture: modular, repeatable, and turnkey retail activation
- Mall activation strategy: designed to attract foot traffic and support mall tenant success