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Greensborough Plaza, a major retail hub in Melbourne’s north-eastern suburbs, once again joined forces with Shake Creations to provide an interactive experience for shoppers as a vehicle by which to raise the perception of the Centre’s fashion category, and in doing so, drive up the average spend within this category. The foundation for the overall concept was Greensborough Plaza’s quarterly “GLife” publication, with the interactive Fashion Zone being the vehicle by which the GLife publication literally came to life.
The main focus of the Spring/Summer Fashion Zone was women’s fashion, but with some focus also given to children’s fashion. The Fashion Zone was installed for a two-week period, with the interactive aspect connecting with shoppers (particularly mums with families who are time poor) at an emotional level and offering advice on putting together outfits that complement lifestyles, were easily adaptable, fashionable and affordable.
Amber Renae (FashionTV and Project Runway) and Sarah Lawrence (WAke Up Perth, Australia’s Next Top Model and Project Runway) hosted the women’s fashion sessions, offering expert one-on-one styling solutions for shoppers, whilst Carly Bridger hosted the children’s fashion session with a little help from a face painting artist.
The photo shoot for the GLife publication was also recorded to create an eye-catching multimedia display that was screened throughout the campaign on a large screen incorporated into the Zone. The result was highly effective, with shoppers receiving plenty of styling tips and converting them into sales at the various fashion outlets in the Centre. |
  
 
| An excerpt from the 16-minute eye-catching multimedia loop shown at the Fashion Zone throughout the Greensborough Plaza GLife Spring/Summer 2010 campaign. |
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