Karrinyup Shopping Centre
Spring Summer Campaign
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Spring Summer Campaign
Karrinyup is Perth’s leading fashion, dining, lifestyle and entertainment destination, with over 300 stores including Myer, David Jones, Sephora, Zara and Uniqlo. Spring 2023 marked the centre’s golden birthday, and 50 years of style at Karrinyup.
Karrinyup engaged Detail to deliver a 360-degree campaign to celebrate this milestone. The brief was to explore the centre’s connection to the surrounding built environment and reinforce Karrinyup’s position as Perth’s leading fashion and lifestyle destination. The ’50 years of style’ concept cemented the campaign’s direction and mood. Perth’s urban landscape echoes the mid-century design meccas of Los Angeles and Palm Springs. To set the scene, Detail sought out a visually striking and award-winning residence by Klopper & Davis. Just a stone’s throw from Cottesloe Beach, the home’s impressive rooftop garden and stunning pool area are reminiscent of scenes from Slim Aarons’ photographs. Fashion from leading retailers including Aje, Bec & Bridge, Camilla, Viktoria & Woods and Morrison was selected to evoke a sense of poolside glamour and understated luxury synonymous with Western Australian style.
The creative team worked across two days to develop stills and video content that would see ’50 years of style’ amplified across billboards, bus backs, catch-up TV, social media and in-centre placements.