Merry Hill shopping centre has announced a large-scale free summer event titled QRious Quest, scheduled to run from 19 July to 31 August 2025. The event is positioned as the world’s first fully immersive QR code trail, featuring over 100 unique codes distributed throughout the centre. Participation is entirely free, with no purchase required to take part in the activities or enter prize draws.
The event is designed as an interactive treasure hunt covering both levels of the shopping centre. Participants follow four distinct colourful pathways to locate and scan QR codes. Successful scans provide opportunities to win a variety of instant prizes and discounts from over 50 participating stores and restaurants. The total prize pool consists of more than 4,000 prizes.
Event Mechanics and Participation
The core activity of QRious Quest involves locating and scanning QR codes placed throughout Merry Hill. The event structure is divided into several components:
The QR Code Trail
Shoppers navigate the centre using four colourful pathways. The trail includes over 100 unique QR codes. Scanning these codes allows participants to win instant prizes. There is no restriction on the number of times a participant can scan codes, though specific limits per code or per user may apply based on individual retailer terms, which are not detailed in the source material.
Daily Prize Drops
In addition to the instant wins from scanning codes, daily prize drops are available. Shoppers can participate in the game daily for the chance to win specific giveaways. These daily prizes are distinct from the instant wins and are drawn regularly throughout the event period.
Grand Prize Leaderboard
Participants can collect points every time they visit Merry Hill during the event. These points contribute to a leaderboard ranking. The top participants on the leaderboard at the end of the event period have the chance to win a grand prize valued at £3,000. The specific criteria for point accumulation and the exact nature of the grand prize are not fully detailed in the source material.
Available Prizes and Rewards
The prizes available through QRious Quest cover a wide range of interests and demographics. The source material categorises these into instant wins, daily prize drops, and the grand prize.
Instant Wins and Discounts
Scanning QR codes throughout the centre provides access to instant prizes and discounts. These are sourced from over 50 leading stores and restaurants located at Merry Hill.
Daily Prize Drop Giveaways
The daily prize drops include specific giveaways from various brands. Confirmed brands and prizes include: * Gift Cards: Jack & Jones, LUSH, Apricot, and The Perfume Shop. * Complimentary Meals: wagamama’s and Five Guys. * Family Entertainment: Family passes for Hollywood Bowl. * Additional Prizes: The source material notes there are "much more" prizes available, though specific details for these are not listed.
Grand Prize
The leaderboard competition offers a grand prize worth £3,000. The nature of this prize (e.g., cash, travel, shopping vouchers) is not specified in the source material.
Augmented Reality Activities
Beyond the QR code trail, Merry Hill is hosting a QRious Quest Event Hub in the central events space. This hub features three large-scale augmented reality (AR) games available for free play. These games are designed for challenging friends and family and include: * Face Splat * Giant Groove * Merry Hill Invaders
These AR experiences are intended to provide an immersive activity separate from the scanning trail.
Eligibility and Access
The event is open to all visitors to Merry Hill.
Cost and Requirements
- Entry Fee: There is no cost to participate. The event is explicitly described as "completely free to enter."
- Purchase Requirement: No purchase is necessary to participate in the QR code trail, the AR games, or the daily prize drops.
- Geographic Restrictions: The event is physically located at Merry Hill shopping centre. Participation requires visiting the centre to scan codes and collect points.
- Age Restrictions: The source material does not specify age restrictions for participation. However, the presence of family passes and family-oriented AR games suggests it is family-friendly.
How to Participate
- Visit Merry Hill: Participants must be physically present at the shopping centre.
- Locate QR Codes: Find the QR codes distributed across the four pathways spanning both levels.
- Scan Codes: Use a smartphone to scan the codes to enter prize draws or receive discounts.
- Visit the Event Hub: Head to the central events space to play the AR games.
- Collect Points: Return to the centre to accumulate points for the leaderboard.
Participating Brands and Retailers
The event involves collaboration with over 50 stores and restaurants at Merry Hill. Specific participating brands confirmed in the source material for prizes include: * Jack & Jones * LUSH * Apricot * The Perfume Shop * wagamama’s * Five Guys * Hollywood Bowl
The source material also notes that Merry Hill has welcomed new retailers and eateries recently, including Toledo Lounge, Slim Chickens, and Heavenly Desserts, as well as outdoor clothing brand Cotswold Outdoor. While these are new to the centre, it is not explicitly stated that they are participating in the QRious Quest prize pool, other than the specific brands listed above.
Event Context and Centre Information
QRious Quest is part of a broader strategy by Merry Hill to drive footfall and offer family entertainment. The centre reported record footfall for the first half of 2025. Several existing retailers have recently upgraded their stores, including Holland & Barrett, Footasylum, and Supercuts.
Merry Hill offers extensive facilities that support event attendance: * Stores: Over 170 stores. * Dining: Over 20 restaurants and cafes. * Parking: Over 9,000 free parking spaces.
The event is timed to coincide with the summer holidays, providing a free activity for families and game lovers.
Important Considerations for Participants
While the event is free, participants should be aware of general best practices for promotional events: * Data Usage: Scanning QR codes typically requires an internet connection via mobile data or Wi-Fi. * Terms and Conditions: Specific terms for prize collection, validity of discounts, and AR game rules are not detailed in the source material. Participants are advised to look for terms displayed at the Event Hub or on the specific landing pages accessed via QR codes. * Availability: Prizes are subject to availability. With over 4,000 prizes available over a 44-day period (19 July – 31 August), stock may be limited for popular items.
Conclusion
QRious Quest at Merry Hill represents a significant free-to-enter promotional event running throughout the summer holidays. It offers UK consumers a gamified shopping experience with the potential to win instant prizes, daily giveaways, and a substantial grand prize. The event combines physical navigation of the shopping centre with digital interaction via QR codes and augmented reality. Participation is open to all visitors with no purchase necessary, making it an accessible option for families and individuals looking for free entertainment and prize opportunities.