Cineplex Digital Media and Oxford Properties Group have announced plans to develop an interactive, place-based digital ‘ecosystem’ network in 10 high-profile Canadian shopping malls, with installation scheduled to begin this fall.

The concept will involve architecturally integrated digital signage, along with mobile device communications, social media, ‘experiential’ interactivity, online sales and analytics. From the moment a shopper enters one of the malls, the system will provide information about that property’s tenants and programs, along with entertaining lifestyle content.

“The system provides a seamless, integrated experience with multi-channel marketing and advertising platforms to engage consumers and drive retail traffic,” says Fab Stanghieri, general manager (GM) for Cineplex Digital Media.

Participating malls will include Toronto’s Yorkdale Shopping Centre and Scarborough Town Centre, Square One Shopping Centre in Mississauga, Ont., Hillcrest Mall in Richmond Hill, Ont., Upper Canada Mall in Newmarket, Ont., Edmonton’s Kingsway Mall and Edmonton City Centre, Southcentre Mall in Calgary, Les Galeries de la Capitale in Quebec City and Les Promenades Gatineau in Gatineau, Que.