Shaftesbury threw a shopping party for the public at its London retail hub, Carnaby Street, W1, on 1 May.
The colourful retail mecca swelled with around 30,000 shoppers despite the April showers.
It was the 10th annual event of its kind for the West End developer.
The party included 120 participating brands, each offering a variety of discounts. Entertainment included DJs, treasure hunts, makeovers and photo shoots.
Simon Quayle, a director at Shaftesbury, acknowledged that shoppers wouldn’t have known the event was driven by a large corporate, but he said the company had a responsibility to its retailers to pull in spenders.
“This feels just like a party on the street. Where else can you do something like this?” said Quayle. “We are lucky here because we own the whole estate, but the challenge every year is to raise the bar.”
The shopping party spanned 13 streets in Carnaby. Participating retailers included Scotch & Soda, Cheap Monday, Bolongaro Trevor, ElevenParis and Peckham Rye.
The party’s Facebook Fashion Shoot saw photos of 100 people against a Carnaby backdrop uploaded to the social networking site, and the event generated 3,095 tweets and 1,242 Instagram posts over a 48-hour period.
