Malls have long been a place for people to meet, gather and hang, and Hot Topic is celebrating that cultural legacy. As Gen Z flocks back to IRL hangouts and “third spaces," the brand is transforming shopping centres into entertainment stages. In a widely successful, experimental pilot, Hot Topic has launched two social-first sitcoms shot entirely in malls, casting creators from the emo, gamer and cosplay scenes that form the brand's DNA. It’s part of a wider shift toward entertainment-first marketing, echoing moves by brands like Dick’s Sporting Goods, which have built in-house studios to power their growth. Hear from Hot Topic and their agency partners Small W•rld and Tracksuit about how to pull this strategy off successfully.
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