Australian property group Mirvac is constantly working to reimagine urban life.

The retail arm of the company boasts a large portfolio of community shopping centres throughout NSW, Queensland, the ACT and Victoria.

Taking on the group’s mission, Mirvac Retail looks to reimagine the shopping experience, with each centre offering bespoke environments and experiences that reflect the core values of its community.

Support includes development of in-house installations and lifestyle copywriting for use by multiple centres.

NAIDOC Locals Exhibition

Located on the fringe of the Sydney CBD, Broadway Sydney is one Mirvac Retail’s busiest assets and a core part of the Inner West community.


Ahead of NAIDOC Week 2022, the centre teamed up with the Glebe NAIDOC Committee to create an exhibition celebrating the accomplishments of well-known Indigenous locals. Eight members of the Glebe community were nominated to be photographed and profiled for a display within the shopping centre during NAIDOC Week. BEING met with the featured community members at Glebe Town Hall for the photo shoot and interviews.

Portrait photography is complemented by candid shots that capture the unique personalities of all involved. While the original brief called for black and white imagery, colour photography makes for a more engaging and playful display.

Small biographical profiles, written following supplementary research and casual conversations, allow shoppers to get to know the locals, including their impact in the community and their thoughts on the significance of NAIDOC Week.

Design brings together copy, images and supplied Indigenous artwork across ten panels; one for each interviewee, as well as the late Dunghutti boxer Dave Sands, and the Scarred Tree, which stands in the grounds of St John’s Church in Glebe.

Centre Blogs

Seeking to provide lifestyle blog content that genuinely appeals to their customers, Mirvac Retail commissions communications and writing support from The Being Group. We create lifestyle blog articles that speak to a range of communities across the east coast of Australia.

With people in and out of lockdown across the country, retail communications were to look a little different than the pre-pandemic world.

Through internal brainstorming, blog article topics were chosen to tie in with certain calendar events such as Easter, Mardi Gras and Valentine’s Day, keeping in mind that the usual community events and shopping centre activations were not possible.

To coincide with the launch of Mirvac’s local community groups, Together + Co, well-researched articles work to support families of all shapes and sizes, touching on topics such as parenting teens in a digital world, adopting a new pet, and staying connected as a family during holidays.

Even as pandemic restrictions ease, ongoing lifestyle blog content takes a less traditional retail standpoint, positioning the shopping centres as valuable resources and members of the community, rather than pushing readers towards particular stores or sales. This allows for more versatility across Mirvac Retail’s portfolio, with writing taking on a friendly, helpful tone of voice that can appeal to multiple audiences.

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