Whilst the West End of Chatswood Chase shopping centre underwent tenant refurbishments the space was experiencing less traffic flow and the existing tenants saw a drop in sales as a direct result. BrandCulture were engaged by Colonial First State to design an installation for the West End of Chatswood Chase Shopping Centre that would re-activate the environment and create a new experience for shoppers, retailers and visitors. BrandCulture built two modular pods from lightweight extruded aluminium frames that were internally illuminated, and skinned in fabric graphics that could be easily changed out for the next campaign. The pods included 85” digital video screens at each end, created via rear projection, that would face oncoming traffic to entice and aid navigation. The graphic overlay and digital content, for both the Autumn and Winter seasonal campaigns, underpinned the concept ‘Life is’; this 1.5 x 5 meter typographic installation bridges the gap between the two pods and crate a visual merchandising display area for the local retailers.
Colonial First State approached BrandCulture to activate the West End of Chatswood Chase. BrandCulture designed an attraction to keep customers visiting the West End and generated excitement about the great new brands coming on board. Chatswood not only wanted to create energy in the West End but use the installation as a drawcard for the entire shopping precinct.
The space for which the installation would be erected was already narrow due to the temporary hoarding. BrandCulture had to devise a shape that would compliment this area and not congest pedestrian traffic. Naturally an organic form was created to help ease commuters through the environment to the West End and back. We also did not want to limit the installation to the West End only, meaning the structure needed to be adaptive and modular. The concept was to change out the graphics as each season rolled over thus we needed a structure that would allow this to happen not only easily but cost effectively.
By using a light – weight 100% recyclable aluminium structure that can be constantly re-skinned with graphics both efficiently and effortlessly, we created an installation that is now used for multiple campaigns across the centre. All digital content was updated during off-peak hours remotely using best of breed digital content management software. Both screens were linked into one CPU to save power and the printed fabric skins are biodegradable. The pods were illuminated by LEDs, reducing power consumption by 60%. We track sustainability three ways: working efficiently whilst being conscious of our carbon footprint at every opportunity, specifying sustainable materials in addition to maintaining ethical work practices in the production of our projects and finally, creating designs that can last for years; ideally the duration of the interior fit out.
All Content copyright BrandCulture Communications Pty Ltd
The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination or other use of, or taking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender and delete the material from any computer.