BrandCulture Activates Sydney Shopping Center

Chatswood Chase shopping center, Sydney

BrandCulture(Sydney) designed a traffic-inspiring graphic installation for Chatswood Chase shopping center in Sydney to help re-activate an area undergoing renovation. 

While the west end of the center was being refurbished, retail tenants had experienced a substantial drop in traffic and sales. BrandCulture was engaged by the center's owners, Colonial First State, to design an installation to activate the environment and create a new experience that would get shoppers, retailers and visitors excited about the center and the new brands arriving soon.

Working in a space already narrowed by construction hoarding, the BrandCulture team was tasked with creating a dynamic installation that would complement the space and not congest pedestrian traffic. The BrandCulture team chose an organic form that is adaptive and modular so that it can be used in other areas of the center and changed seasonally. Their solution was two modular pods made from lightweight extruded-aluminium frames that were internally illuminated with LEDs and skinned in fabric graphics that could be easily changed for the next campaign.

The pods integrate 85-in. digital video screens at each end, created via rear projection, to face oncoming traffic and entice and aid navigation. The graphic overlay and digital content for both the fall and winter seasonal campaigns supported the theme "Life Is." 

By using a light-weight, 100% recyclable aluminium structure that can be constantly re-skinned with graphics, the team created a sustainable solution that can now be used for multiple campaigns across the center. The pods were illuminated by LEDs, reducing power consumption by 60%. BrandCulture tracked sustainability three ways: working efficiently while being conscious of carbon footprint at every opportunity, specifying sustainable materials while maintaining ethical work practices in the production of the project and finally, creating designs that can last for years.

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