Karrinyup – 50 years of style campaign

Spring 2023 marks Karrinyup’s golden birthday.

Detail was engaged 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 concept of ’50 years of style’ 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 and in-centre placements.

The campaign is currently in market.

For more information, visit the Karrinyup website.

Creative Direction and Production: Detail
Location: North Street, Klopper & Davis
Photographer: Chantel Concei
Videographer: Giac Patroni
Stylist: Elizabeth Clarke
MUA: Hendra Widjaja
Hair: Jessica Daoud
Models: Sophia & Jeselle – Vivien’s Models, Charlotte – Chadwick Models