Marketing Trendz Volume 24 Fall 2019 Edition Sample

M ARKETING TRENDZ
V O LU M E 2 4 FA L L E D I T I O N 2 0 1 9
WESTFIELD BONDI JUNCTION:
CELEBRATING LIVING OUTSIDE IN Using Predictive Analytics
The Australian shopping center teamed up with a visual artist to fashion forest floor displays page 7
Earlier this year, in partnership with
artist and visual merchandising
specialist, Samantha Gazal, Westfield
Bondi Junction (Sydney, Australia)
displayed Enchantment, a visual story
about seasonal change in the form
of a transformative installation. Set
in-center, the story unfolded over
two months and led shoppers on an
adventure from lush autumn forest to
winter wonderland. Showing off an
evolving scene complete with changing
colors, falling leaves, and glistening
textures, Enchantment opened just
in time for the Mother’s Day gifting
period and was another product of
the kind of creative collaboration
and stylish communication that has
proven to be a winning formula for
the center over the past few years.
Gazal continues to work on Bondi
Junction’s visual merchandising and
leaves a lasting impression in the
center as she did on this creative
mission to showcase the magical stages
of the change in seasons. By applying
different colors, textures, props, and
retailer fashion, the creative team
transformed the canopy and cabinets
with a series of styling changeovers.
“Each changeover played a subtle
yet effective role in telling the story
of our trans-seasonal cabinets,
bringing them to life in our living
center,” shared Ella Werman, brand
experience executive for Westfield
Bondi Junction.
In an attempt to promote the
installation and bridge the gap
between the online and offline
worlds, the center paired vibrant
in-center photography with a brief
tale of seasonal change to create a
website story, "An Enchanting Winter
Wonderland Emerges." With the
page 2
Hammerson Connects with
Shoppers In Real Life
Grain&Grit Beer Co. Has a
Dog Day Afternoon
page 10
Cushman & Wakefield
Celebrates Local Cultures
page 14
The Beach BIA Campaign
Restores Public Interest
page 20
Webmasters
page 22
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