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Community Commons at Mall of America

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Concept/Purpose of the Work:
Create an open marketplace environment at Mall of America for small businesses and entrepreneurs affected by the pandemic and social unrest within the Twin Cities during the summer of 2020—providing them a space to get back on their feet. In alignment with Mall of America’s iconic brand and through the support of nonprofit and municipal organizations (like Juxtaposition Arts), the collective undertaking provided an ample platform and economic foundation for BIPOC vendors that inspired the Community Commons brand identity.

Results of the Work:

With the opening of Community Commons in Fall 2020, sixteen businesses represented the first group to restore and resume their business endeavors. In Spring 2021, four of those businesses grew into their own spaces at Mall of America and an additional group of businesses were added in their space. This season, Community Commons welcomes a third group of entrepreneurs, organically establishing itself as an incubator for Mall of America while serving the Twin Cities community through social enterprise and expertise. Despite limited traffic to MOA due to the pandemic, nearly 18,000 guests visited Community commons during the 2020 holiday season.

How the Work Was Delivered to the Masses:
KNOCK provided brand strategy, brand framework, brand identity, collateral, environmental design, community/partnership consultation and networking, website design, video production, visual merchandising, installation, and ongoing support for new business additions to the project including: website, video, and collateral. We repurposed the vacant retail space to utilize as many existing elements as possible—from existing buildout and fixtures—creating an open-market environment that initially accommodated up to sixteen local businesses, six of which now occupy a standalone location within MOA.


Credits:
KNOCK
Todd Paulson: Chief Creative Officer
Pete Leacock: VP Account Director
Dan Weston: VP Creative Director
Reginaldo Reyes: VP Brand Experience & Environmental Design
Olivia Gardner: Account Lead
Ryan Floss: Creative Director
Lucas Hines: Copywriter
Creighton King: VP Creative Execution

Client
Jill Renslow: EVP Marketing and Business Development
Grant Buntje: VP Marketing
Sarah Grap: Public Relations Director
Nathan Klutz: VP Construction
Lori Enghobamien: Sr Design Project Manager

Partners
Grafix Shoppe
Juxtaposition Arts

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