Located at the Paris end of Melbourne’s Collins Street, retail and dining centre Collins Place embraces its fashion offering.

The centre is home to dining options ranging from casual to formal, a number of sought-after services, the beloved Kino cinema and several fashion boutiques.

In a difficult time for retail during the COVID-19 pandemic, Collins Place was looking to encourage a return to in-centre shopping with a winter fashion campaign speaking to the community’s desire to feel good as they step back out into the world.

Retail campaign design needed to be bold, aspirational and inviting to a broad Melbourne audience, while remaining consistent with the Collins Place brand.

The campaign headline takes a two-line structure, following the brand’s concept of collision through wordplay. Featuring a quote from American actor and model Lauren Hutton, “Style is what you choose”, viewers are then invited to express their style by choosing to shop at Collins Place.

Sitting comfortably under the Collins Place brand guidelines, the winter fashion campaign look and feel is eye-catching and on-brand. The stacked headline is bold across a variety of applications, paired with a soft and sophisticated hero image that suits the season and allows the centre’s signature purple to stand out.

All aspects of the campaign, including the  wordmark, hero imagery and additional copy encouraging shoppers to “turn heads with the latest in winter fashion”, are easily integrated into the Collins Place social media feed and website.

Campaign collateral features either a bold typographic layout that centres the headline or balanced use of the hero image. Retail campaign design works across large and small applications, such as tent cards.

Woo hoo! Fabulous. We did it! Super thank you. Look forward to the next project.

Yvette Switalski
Marketing Manager, AMP Capital Collins Place

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