Stunning shopping centre installations have the power to enhance shoppers’ experience offline and online.
In the age of smart phones, online stores and mobile marketing, shopping centres are taking exciting initiatives to draw people to the physical retail space and deliver unique in-centre experiences.
Given the competitive retail environment, creating a high-impact visual spectacle is one effective way to stand out from the crowd, and amplify campaign exposure by harnessing the capabilities of social media.
With all this in mind, The Glen Shopping Centre’s creative campaign ‘Swing Into Winter’ was born! The team at Red Crayon conceptualized and executed a bold display to get shoppers excited about new season’s fashions. A truly ‘Instagram-worthy’ project, we created a whimsical floating display that involved suspending 55 mannequins perched atop swings from the centre’s spectacular atriums.
Sourcing the winter garments and accessories from 46 different retailers, we curated outfits showcasing the latest from Saba, David Lawrence, French Connection, Veronika Maine to name a few. The mannequins were each individually dressed and finessed by stylist Bec Cole, and then it was finally time for lift-off. After 4 late nights coordinating the sky-high installation and a gallon of coffee later, winter at The Glen was finally in full swing!
6 months in the making, from conception to large-scale execution, this project has raised the roof. The display has garnered positive feedback from shoppers, fostering engagement with them online through The Glen’s Facebook and Instagram pages utilising the hash-tag #swingintowinter.
Applauded on social media for its fresh take on retail fashion display, ‘Swing Into Winter’ has translated seamlessly from the physical retail environment to the digital space.