Last month, we were super excited to flex our creative muscles with our new client, Birkenhead Point in Sydney, an outlet centre focusing solely on premium fashion brands.
At Birkenhead, we were given an incredible 11-metre long window display space to play with that required major activation to grab the attention of shoppers and passer-bys. We love these kinds of challenges and it’s actually a really common problem for centres – it can be a difficult task trying to display and represent five to ten different retailers in the same VM install, all which must work well together and still stay true to the centre’s brand.
When it works really well, retailers love the fact that centre management is so supportive of their brands and promoting their products to shoppers.
Our client gave us a detailed brief of their marketing campaign and we were inspired by that to continue it throughout the installation. We created the same black spot signage used in the existing campaign and placed them behind each of the brands – Tommy Hilfiger, Cue, Calvin Klein, Saba and Alannah Hill.
Look at any luxury brands’ window displays and you’ll notice that they’re often actually quite simple and pared back, to highlight certain products – Chanel, Gucci and Louis Vuitton often employ this same technique.
Sometimes, less is more, so we chose a chic monochrome palette to create consistency across each of the retailers’ products. And for a pop of colour, we had teal signage as a backdrop.
If you want help activating your space now, we’d love to hear from you. Contact us here.
Tamarra & the AUSVM Design team