Lakeside Joondalup Shopping City one of Perth’s premium shopping destinations located only 25km from the CBD. In 2014 the Centre underwent a substantial renovation to incorporate a selection of local, national and international fashion, dining and lifestyle brands, as well as being the only Centre in Western Australia to have a train stop right at the door.
With the goal of being known as Perth’s premier fashion destination Detail were engaged to develop an activation to attract fashion influencers and shoppers to the northern suburbs’ location.
Lakeside Joondalup Shopping City launched summer 2015/16 with a runway show like no other. Guests were invited to board a private Transperth train where they witnessed the ‘world’s longest catwalk’.
Covering over 27kms during the ride from Perth Underground to Lakeside Joondalup, models including Sydney Swans player Tom Derickx strutted down the carriage and kept guests entertained by swinging on poles and taking ‘selfies’.
In addition to the VIP train activation an in-Centre parade and retail promotion was hosted to satisfy the fashion appetites of the local community.
The result was an award-winning campaign with extensive media coverage and a reach of over 1.5 million users across the Instagram platform.
Lakeside Joondalup is now well and truly on the fashion map.