Melbourne Central VIC
The Melbourne Central brief was very inspiring. The decorations needed to provide a 'non-traditional shopping centre experience', artistic, energetic, authentic, spontaneous, creative and edgy. The eclectic design incorporated neon lighting, giant 3D letters in different fonts and styles, recognisable Christmas icons such as reindeers and snowflakes and unexpected, quirky things you might like for Christmas,such as a bike or a guitar. The concept is bright, fun and edgy...in line with the Melbourne Central personality. Bright, fashion orientated colours are not traditionally used as a Christmas colour palette and ensured a point of difference, a brave stand out from the crowd. The colour palette also enabled us to juxtapose different styles of materials, objects, lighting and lettering in a really fun way that will appeal to people of all ages with surprising and delighting with an interactive Sensacel letter E in the campaign's theme word GIVE.