Croydon (Parliament Politics Magazine) – Costa del Croydon, the community-driven beach activation at Centrale & Whitgift, has clinched two prestigious international marketing awards for innovation.
It received recognition for its innovative approach to uniting people and transforming the shopping mall into a genuine community hub.
The event, which competed against international brands including Canon, Sanofi, Dulux, TikTok Live, and Tiffany & Co., took home Bronze for Best Experience at The Drum Awards for Marketing EMEA 2025.
Additionally, the program received a Gold at the Solal Marketing Awards 2024 for Best Placemaking, which honors exceptional retail-led destination marketing and placemaking around Europe.
The judges for both awards commended Costa Del Croydon for their inventiveness, ability to unite the neighborhood, and transformation of an underutilized area into something new, inviting, and significant.
Dominique Stagg, Marketing Manager at Centrale & Whitgift, said:
“These awards are incredibly special to us – not just as a team, but for Croydon as a whole.
Costa Del Croydon was about more than just fun in the sun.
It was about transforming space with purpose, making families feel welcome, and proving that a shopping centre can deliver real community value.
To receive recognition from both The Drum and the Solal Awards is an honour – especially when sharing categories with such respected global brands.
For once Croydon is being spoken about globally in a positive light and long may it continue into 2025 and beyond.”
Over 30,000 people attended the inaugural Costa Del Croydon event in 2024, surpassing all expectations.
It featured free seminars for families every day, street food vans, community performances, and sizable sand and water play areas.
Tuesdays were organized in collaboration with Croydon Voluntary Action (CVA), providing an opportunity for neighborhood organizations to take charge of events and engage with the public.
In order to make the event inclusive of families with lower incomes, it also collaborated with the council’s Holiday Activities and Food (HAF) program, which allowed 572 students from 12 nearby schools to attend.
In addition to having a significant social impact, Costa Del Croydon provided Croydon a unique opportunity to shine for all the right reasons and contributed to the re-establishment of Centrale & Whitgift as a destination that values the community.
This summer, the event will be held on Centrale’s rooftop from August 1 to August 31.
Along with new daily workshops including dance, toy-making, storytelling, and classic beach games, popular attractions like the splash zone, trampolines, mini go-karts, and family bingo will return.
Visitors will once more be allowed to bring their own food, and a new lineup of reasonably priced food and drink vendors will be revealed soon.
The event’s organizers say it’s an opportunity to celebrate shared space, local innovation, and community spirit in addition to summertime pleasure.
What features contributed to Costa del Croydon’s award recognition?
The rooftop beach offers a fresh and easily accessible recreational space away from the coast, with a lively seaside ambience right in the middle of Croydon.
A fun and family-friendly atmosphere is created by the experience’s daily free activities for all ages, which include bingo, mini go-karts, splash zones, and trampolines.
Costa del Croydon promotes inclusivity and acts as a social hub for both locals and tourists by offering free admission and a variety of entertainment alternatives.
Croydon’s cultural and recreational attractions are enhanced by the imaginative use of space demonstrated by the conversion of an urban rooftop into a vibrant beach environment.