Experiential Retail OOH

Carousel & Co. Adds More Pop to the KLCC Tunnel

Carousel & Co. turns a high-footfall tunnel walkway into a playful Corn Cascade installation that brings its carnival-inspired experience beyond the venue.

August 19, 2026 4 min read Valeria A
Carousel & Co. Adds More Pop to the KLCC Tunnel

Carousel & Co. Adds More Pop to the KLCC Tunnel

Quick answer: Carousel & Co. used the KLCC LRT to Avenue K tunnel walkway to bring its carnival-inspired brand to life through the Corn Cascade, an interactive OOH installation filled with popcorn plushies and a Guess & Win challenge.

Carousel & Co. is bringing a little more pop to Kuala Lumpur’s retail and transit journey.

To create awareness for its new social hangout at Avenue K, the brand used Big Tree’s KLCC Tunnel Experience to extend its playful, carnival-inspired world beyond the venue itself.

A Walkway Becomes a Carnival Moment

The campaign transformed the retail display into the Corn Cascade, a vibrant installation designed to make people stop, look closer and take part.

Instead of simply placing an advertisement inside the space, Carousel & Co. made the OOH environment part of the creative idea.

Popcorn plushies filled the display, inviting passers-by to join the Guess & Win Challenge by guessing how many hidden Carousel Triplets were inside.

Creative idea: The campaign turns an everyday walkway into a playful challenge, using the media space itself as part of the entertainment.

From KLCC to Avenue K

The placement works because it sits close to the destination.

People moving through the KLCC LRT to Avenue K tunnel are already in the right environment to discover Carousel & Co., making the campaign both visible and practical.

By connecting the installation with a nearby venue, the OOH becomes more than awareness media. It becomes a bridge between curiosity and visitation.

Why the Campaign Works

  • It uses the space creatively: The display becomes part of the brand experience, not just a frame for an ad.
  • It encourages participation: The Guess & Win mechanic gives people a reason to stop and interact.
  • It fits the brand: Popcorn plushies and carnival cues reflect Carousel & Co.’s playful personality.
  • It is location-smart: The tunnel connects directly with the audience moving near Avenue K.
  • It creates memory: A routine journey becomes a surprising, photographable brand moment.

The OOH Lesson

High-footfall environments can do more than deliver impressions.

With the right creative idea, they can create curiosity, invite participation and turn a normal commute or shopping journey into something people remember.

Carousel & Co. shows that experiential OOH does not always require a massive build. Sometimes, the strongest opportunity comes from thinking creatively with the space already available.

Bottom Line

The Corn Cascade proves that playful media can turn a simple retail display into a brand experience.

By filling the KLCC Tunnel Experience with colour, character and participation, Carousel & Co. made its Avenue K destination feel closer, more visible and more fun.

When a format is given room to play, the possibilities really do start to pop.

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Sources

FAQs

It is an interactive OOH installation in the KLCC LRT to Avenue K tunnel walkway, inviting people to guess how many popcorn plushies are hidden inside the giant Corn Cascade display.
The campaign is located at the KLCC LRT to Avenue K tunnel walkway, close to Carousel & Co.'s social entertainment venue at Avenue K.
It turns a routine walkway into a playful brand moment, using an eye-catching display, participation and location proximity to drive awareness and visits.

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