Merseyday of the Dead, Stockport for CBRE with RAW Creative and ECHO PR

Merseyday of the Dead, Stockport for CBRE with RAW Creative and ECHO PR

 

Merseyday of the Dead offered a vibrant, safe and free Halloween celebration for families, bringing Stockport together through play, creativity and experiences. The event transformed Merseyway Shopping Centre and next door leisure destination, Redrock into a connected carnival, featuring crafts, games, performances, fancy dress and a parade that bridged activity between the two destinations. Over 1K families enjoyed activities, encouraging exploration of the town from day to night. This year’s event increased footfall by 35% and dwell time while activating public spaces safely for Halloween.

 

 

Describe the context of this project, its neighbourhood and people.

 

Stockport and its surrounding areas are home to many families who value safe, joyful experiences which are both free and inclusive. In 2019, we launched the town’s first-ever trick-or-treat trail as a safe alternative to door-to-door Halloween. Over five years, it has become a trusted annual ritual; families return every year, confident the event is fun, well-managed and welcoming.

Merseyway and Redrock - two key destinations in the town - play distinct roles in town life but often feel disconnected. This event bridged them physically and emotionally through a shared Halloween family-friendly experience.

For 2025, we added a new dimension inspired by Dia de los Muertos. With costumes, characters, performers, music, a trick or treat trail and craft activities inviting families to explore the town and celebrate Halloween. Children and adults could experience rhythm and colour and carnival celebrations first-hand, fostering curiosity alongside play. Children, parents and grandparents embraced the theme, arriving in Day of the Dead costumes as well as creative fancy dress, transforming the town centre into a Halloween spectacle.

By connecting two destinations, encouraging exploration, and building confidence in public spaces - especially after dark - Merseyday of the Dead provided a vibrant, safe and accessible experience for local families to enjoy together, free of charge.

 

Tell us what you did and how the project, event or installation enlivened the place in a creative way? 

 

Merseyday of the Dead transformed Stockport town centre with two distinctive yet connected events.

Skullstock at Merseyway: From midday, families queued to collect trail maps and lanyards and followed a lively trick-or-treat route with Dia de los Muertos-inspired performers. Children crafted sugar-skull keyrings, received glitter tattoos and enjoyed spirit-animal makeovers while confidently navigating the stewarded route. Performers’ costumes - hand-painted skulls, marigold crowns, embroidered garments - brought fun storytelling into the shopping centre. Families actively participated, arriving in Day of the Dead and creative fancy dress, creating an immersive, colourful spectacle.

Deadrock at Redrock: As darkness fell, performers from Merseyway joined stilt walkers, folk dancers and live musicians to lead a spectacular parade through the public realm at Redrock - our pivotal bridging moment. Public spaces came alive with music, colour, and dance, welcoming multi-generational participation from children to grandparents.

At Redrock, celebrations continued with a Day of the Dead disco, games, DJs, and performances, encouraging families to dwell longer. Queues formed well before 5pm, demonstrating excitement and confidence.

Social amplification was significant: over 177K views across Facebook and Instagram, an influencer collaboration with a reel that reached 5.57K users and received 636 likes organically, and 16 press articles reached an estimated 2.15M audience, showcasing Stockport as a must-visit destination for Halloween.

Creatively, the event turned the town centre into a cohesive story. Rather than two separate destinations, families experienced one continuous journey, blending play and celebration, while creating lasting memories for Halloween.

 

Did the project make a positive social and environmental contribution? If it was a temporary intervention, is there a legacy plan? What happened to its tenants, users, materials and programming?

 

Merseyday of the Dead delivered meaningful social impact through a free, inclusive, safe celebration for all families. Parents valued the structured trail as a safe alternative to traditional trick-or-treating, while children explored creatively in well-lit, welcoming spaces. Clear wayfinding and calm zones supported children with sensory needs, ensuring accessibility for all. Multi-generational participation - from children to grandparents - showed the event’s broad appeal.

Costumes, folk dancers, music, crafts, and Day of the Dead fancy dress allowed families to experience Mexican-inspired traditions first-hand, fostering connection and shared joy. Families were co-creators of the spectacle, transforming Stockport into a vibrant stage for Halloween.

Environmentally, the event prioritised sustainability with reusable décor, long-life props, recyclable craft materials and a fully walkable route. Local performers and suppliers also supported the event.

Tenants benefited from increased footfall, earlier engagement and renewed evening activity. Redrock saw families staying longer, eating locally and confidently using public spaces after dark. The event shifted the town centre from transactional to experiential.

Legacy is strongest. Since 2019, families return eagerly each year. 2025 introduced more cultural depth and immersive participation, elevating the experience. Tenant enthusiasm reflects lasting impact. Media reach, social amplification and influencer partnerships demonstrate the event’s resonance beyond the town centre.

Our Trick or Treat event is now a cherished annual tradition, strengthening Stockport’s identity, community pride and urban vibrancy. It shows how creative and inclusive programming can activate a town centre, encourage return visits and create shared experiences.