Crayola Creativity Works

Crayola Creativity Works

Arundel Mills/National Roll-Out

Client: Mills Corp. / Binney & Smith

Arundel Mills, Maryland

Brand Engagement Strategy:

MRA developed a brand extension concept and business strategy for Binney & Smith’s Crayola Division with the development of an experience-based retail and entertainment venue, designed to showcase the Crayola brand in a unique and engaging studio setting. Designed as a tenant for Mills Corporation malls throughout the U.S., Crayola Creativity Works is organized around a 20,000 sf development program featuring retail, arts and crafts studios, and party rooms. Binney & Smith (the parent company of Crayola) executed the prototype of the venture concept in 2005 at Arundel Mills, Maryland.