Joondalup Shopping Centre
World’s Longest Catwalk
Lakeside Joondalup Shopping City, one of Perth’s premier shopping destinations, is located just 25km from the CBD. In 2014, the Centre underwent a substantial renovation, incorporating a diverse selection of local, national, and international fashion, dining, and lifestyle brands. Notably, it remains the only centre in Western Australia with a train stop right at its door.
Aiming to establish itself as Perth’s premier fashion destination, Lakeside Joondalup engaged Detail to create an innovative activation that would attract fashion influencers and shoppers to the northern suburbs’ locale. This engagement saw Lakeside Joondalup deliver a runway show unlike any other. Guests were invited to board a private Transperth train, witnessing the spectacle of the ‘world’s longest catwalk’. Spanning over 27 kilometres from Perth Underground to Lakeside Joondalup, models, strutted down the carriage, engaging guests with dynamic performances and selfie moments.
In addition to the VIP train activation, an in-centre parade and retail promotion were hosted to satiate the fashion appetites of the local community. The combined events created a buzz that resonated far and wide.
The result was an award-winning campaign, generating extensive media coverage that cemented Lakeside Joondalup Shopping City as a must-visit destination for style enthusiasts.