Strategy

One such way they wanted to achieve this was by dressing their shopping centres with signage that invigorated spaces that would have remained somewhat lost or uninteresting.

These were primarily large walls of differing sizes featured in prominent foot traffic areas throughout centres, Australia wide.

Result

We approached this project from the angle of consumer voyeur and what would interest or appeal to you in this particular regional shopping centre?

The answer? History.

For relevant project centres, we researched the local history of the suburbs and regions, digging deep to find stories and imagery that depicted the particular locations in a fond, nostalgic light.

We then designed stylish, large-format black and white collages of text and images presented in such a way that locals would be proud and visitors, inquisitive.

Experience

These non-branded installations now stand as public art themselves. Beautifully designed with an artistic sense of balance, each collage is unique not only in look, but also in story.

Consumers and centre staff enjoy a subliminal slice of local history in a space not ordinarily designed to do so - the element of unexpected visual surprise that always garners a positive human responsive.

Woolworths love this creative direction in helping make their centre experience a far more lifestyle themed activity, more over a needs-based consumer purchase cycle.