Managed by AMP Capital, Perth’s Karrinyup Shopping Centre is currently undergoing a major $800 million development that will see the centre almost double in size. Detail is engaged to work with AMP Capital’s development marketing team to manage public relations, events and stakeholder communications throughout the project.
As part of our engagement with Karrinyup, we worked to develop the concept, manage and deliver the first launch of the development which celebrated the arrival of international retailer H&M and Swarovski, as well as an expended location for Australian beauty juggernaut MECCA in 2019.
As part of this development milestone, Karrinyup also welcomed a pop-up store for Australian designer Aje to their forward-thinking retail mix, alongside new kikki.K and The Body Shop stores as well as a refurbished BIG W and 700 new car bays.
To deliver the launch event and campaign, we worked with several local creatives to deliver a series of sparkling activation, installations, events and experience in-centre across four days.
We also engaged and worked closely with Australian fashion icon and beauty entrepreneur Elle Ferguson as a campaign ambassador to celebrate the momentous occasion and cement Karrinyup Shopping Centre as a fashion and beauty destination.
Local fashion & lifestyle influencers were invited to a VIP shopping event and an in-conversation and styling session with Elle via a bespoke, hand-delivered invitation in the weeks leading up to the launch. The invitation worked to generate social media traction ahead of the launch, giving guests something to photograph and share with their followers.
Following the VIP event, the first section of the Fashion Loop was launched with a welcome to country and official ribbon cutting with local dignitaries and key stakeholders, followed by a breakfast event in-centre.
The wider community was then invited to a four-day, centre-wide fashion and beauty extravaganza, which included eye-catching installations, free pop-up activities, fashion experiences and in-store offers for customers to enjoy.
In addition to the highly successful VIP and public launch events, a strategic publicity campaign was rolled out around Elle and the official launch which resulted in significant coverage across local and metro newsprint, magazines, online publications, radio and television outlets.
We continue to work with AMP Capital and Karrinyup Shopping Centre on an ongoing basis.