\ Challenge

When Karrinyup Shopping Centre opened in 1973, it was the largest mall in the Perth Metropolitan Area. Following its $800 million redevelopment, Karrinyup was set to reclaim that title as it doubled in size to become a true contemporary urban village with over 290 outlets, including the largest and broadest fashion offering the state had ever seen.
We were challenged to re-energise a local audience who were weary after years of constant building, while attracting new visitors from a wider geographic area than any retail offering in Perth ever had.

\ Outcome

A development on this scale is a game changer. Not only does it make a significant impact commercially but it also has a profound effect on Western Australia’s urban and cultural fabric. Karrinyup had to become a destination brand, a lifestyle brand, a brand reflective of the unique place Karrinyup would inevitably hold in state. We recognised that Karrinyup would be a stage for the best in WA and, so too, must its launch campaign. So was born: WA on Stage.