Best of Brisbane Style and Design Markets.
As ‘Brisbane’ as a summer storm
We all know that Brisbane is a hub of creativity. So, when Indooroopilly Shopping Centre wanted us to help bring a first of its kind fashion market to life, we were excited to be a part of promoting the best Brisbane has to offer.
What needed to be done
Indooroopilly Shopping Centre decided to host the Best of Brisbane Style & Design Market to help showcase some of the best independent fashion designers Brisbane has to offer. A lot of the local designers invited to participate didn’t have an actual storefront, so it was a great opportunity for them to have a physical presence and for customers to see their wares in real life. Running from 7-10 June 2018, the market was not only the first of its kind in Brisbane, it was a chance to reinforce Indooroopilly as a shopping centre that supports, and is for, all of Brisbane. But how could we help bring a true ‘market’ experience to a shopping centre and then advertise it to the world?
What we did
We made sure to design a concept that was as ‘Brisbane’ as an afternoon storm and as fashionable as a day out at the Ekka races. It stood outside Indooroopilly’s usual marketing collateral, emphasising the unique nature of the markets by giving them their own recognisable identity. We designed and rolled out everything from the promotional poster to the digital collateral, as well as using Brisbane ‘truths’ like ‘fiercer than a hungry Ibis at South Bank’ to speak directly to the local audience. We also set up the ‘Style Zone’ in the middle of the markets which included furniture, food and beverages and entertainment to match the theme of the event, and even designed the marquees themselves. In the end, it was an event we would’ve been excited about even if we hadn’t worked on it!
Need-to-know best bit
As a shopping centre first, the Best of Brisbane Style & Design Markets delivered strong results. There was a 2% increase in traffic over the four days to the centre which represents an extra $190k in sales – with some existing stores even doubling their budgets. Which made the whole thing more successful than the Queensland State of Origin team’s winning streak.
Nick Did This...
Strategy, Design, Copywriting, Production and Ideation.