Salford

In late 2024, SUPERMASSIVE transformed a vacant 15,000 sq. ft. retail unit in Salford Shopping City into a “futurist playground.” What began as a strategic residency to test new interactive artworks evolved into a high-stakes proof-of-concept for the future of the high street. The goal was twofold: to provide a high-performance “test lab” to refine our proprietary creative technology in a live environment, and to provide the landlord, Praxis, with a data-driven case study on how bespoke creative activations can rejuvenate traditional retail spaces.

We implemented a six-month residency that operated as a living laboratory, rotating advanced artworks every four weeks to market-test new IP in real-time. From “Mirror.AI” (a real-time AI likeness-shifting station) to the “Topographical AR Sandpit,” we deployed sophisticated interactions designed to be immediately accessible yet technically deep. By proving that interactive art is “good business,” we shifted the conversation with property managers from temporary pop-ups to essential footfall drivers that positively impact neighboring tenants and local spending.

Applications & Versatility

The Salford model is a turnkey solution for retail landlords, BIDs (Business Improvement Districts), and local councils facing the challenge of vacant “big box” units. It is designed for rapid deployment and high-frequency iteration, making it an ideal “anchor tenant” for underperforming malls or high streets. The project provides a measurable Social Return on Investment (SROI), offering high-tech educational value to the local community while providing developers with a data dashboard to track engagement, dwell time, and commercial impact across their portfolio.