New Chadstone stores celebrate first Christmas
By Zita Watkins, Active Display Group
The new look Chadstone shopping centre was the perfect place for window shopping this Christmas, and window shop I did!
After two years of demolition and rebuilding, stage 1 of Chadstone Shopping Centre's $660 million new look was unveiled in October.
Chadstone was already one of the globe's top shopping centres, but had areas that were difficult to navigate let alone shop.
The newly revamped centre has a very different feel to it. Its organic and light-filled architecture has created a beautiful space that takes shoppers through a wondering journey through the various stores.
The transformation has created some of the most beautiful retail stores I have ever seen, and the new space makes Chadstone the perfect spot to do some Christmas Window shopping. Here are some of my favourites.
Fashion
UNIQLO
“Deal of the day”. Keeping things changing daily is a great incentive to keep shoppers excited.Uniqlo has quite literally wrapped its iconic window tanks with vibrantly coloured translucent decals. The bold visuals have a real wow factor about them. The idea itself is minimal and clean, but the outcome is amazing, cleverly using little more than window decals.
Other fashion notables are Zara with re-dressable illuminated star clad plinths, and H&M with their windows stacked with pink and blue gift boxes.
Cosmetics and Beauty
We are absolutely visually spoilt in this category! My favourites would have to be global trailblazer, Sephora, and Australia’s homegrown success story Mecca.
SEPHORA
Sephora’s new Chadstone store is its second flagship store in Australia. TheChristmas theme is “Wonder Gifts”. Sephora has brought this to life by using pop art inspired creative, whilst staying true to the brands sophistication. Vibrant red and glittery golds have taken over the traditional black and white cosmetic and fragrance space.
MECCA MAXIMA
“Wish for wonder, Live for glam”. This store is deliciously coloured. All permanent fixtures are dressed with mirror gold cardboard and bold screen printed fluorescent aqua, pink and purple abstract star shapes. I particularly loved the “Gifts to go” section near the check-out - Gifts for every wish”. There is just no way a girl could walk into this store and not buy a gift for me, a gift for you. It’s just that kind of vibe!
Other exciting stores in this category include Kiehl’s – loved their “Customer Favourites” wall – especially helpful in choosing a gift. Aesop has honoured “naturalists” in their gift kits. People love gifts with stories.
It would not be right if I did not mention Chanel who have opened a second beauty store in Chadstone’s’ new space. Chanel has wrapped up its’ iconic brand mark logo and No.5 bottles in metallic silver wrapping paper, reminiscent of Christos wrapping of iconic building and bridges in the 1070s.
Stationery & Gifts
Kikki K, Typo and Smiggle have all created unique experiences for their markets.
TYPO
Quirky as ever. Creating a “Typo Wish Lab” with fun promotional signage like “and by ‘Nothing’ she means these…” Everything is grouped either by price point or target gift recipient group. Very easy to shop.
KIKKI. K
I’ll call this curated lux-crafty! Kikki.K has brought back the customisation service that they offered at Mother’s Day with high-end wrapping and gift cards, as well as monogramming beautiful personal stationery products in gold and silver foil.
SMIGGLE
Christmas party! Love the idea of submitting a wish list to win.
Technology
APPLE
Even the iconic APPLE logo is dressed up in red to celebrate, with co-ordinated staff to suit.
Kids
COTTON ON KIDS
I’m sure this one will be adored by kids and mums alike. Play the ‘’what’s your reindeer name” on entry to receive your antlers (mine name is Pom Pom O’Star BTW). Gorgeous playful oversized finger puppets in pastels and golds make this store something very special.
Jewellery
Pandora and Tiffany, both perfect Christmas shopping destinations.
PANDORA
Pandora has created “Gift of the Day”. They have used an amazing silver castle with opening doors and windows to reveal a new gift each day until Christmas Day. It’s like a grown-ups dream doll house!
TIFFANY & CO
Tiffany & Co has created a Chadstone drawcard with their sparkling jewelled Christmas tree at the ground level entrance.
Zita Watkin is marketing manager at Active Display Group. She can be contacted at zitaw@activedisplay.com.au or visit www.activedisplay.com.au
