Fashion & Style

Baz Luhrmann bonza for Emporium Melbourne


Emporium Melbourne has taken home significant wins at both the national and international shopping centre awards in October and November, for its Reimagined launch marketing campaign to transform Melbourne’s CBD.

The fashion destination made headlines when it worked with renowned director Baz Luhrmann on its launch activation.

The prestigious accolades celebrate Emporium Melbourne’s Reimagined launch activity in April 2014; which saw the all-new shopping centre open for trade, paying homage to its historic, 104 year old roots as Myer Emporium, and positioning itself as the leading destination for food and fashion in Melbourne.

On hand to ensure plenty of hype and excitement, and the cornerstone of the marketing campaign was iconic Australian film director Baz Lurhmann, who opened the centre at its VIP launch party which brought together thousands of Melbourne’s retail elite for an unforgettable – reimagined – walking theatre experience of the city through the ages.

The efforts resulted in the centre being awarded the prestigious Gold Award at the 2015 International Council of Shopping Centres (ISIC) Asia Pacific Awards in Taipei, in the ‘Grand opening, Expansion, Renovation’ category; as well as runner up in the ‘Development / Redevelopment – Mini/Little Guns’ category for the Sabina Rust Memorial Prize at the Shopping Centre Council of Australia (SCCA) Marketing Awards in Sydney.

Emporium Melbourne Centre Manager Kate Rooney said the team was absolutely thrilled to see its efforts recognised at both a local and international level.

“The Reimagined opening of Emporium Melbourne epitomised a reimagined take on retail development; from the fusing of our heritage façade with a cutting edge, architectural design, to the coming together of world class retailers delivering international fashion firsts, national flagships and uniquely Melbourne offerings, this launch was unlike anything the city had seen before.

The Reimaged campaign was initially designed to launch the centre, but quickly became a guiding philosophy for all facets of Emporium Melbourne.

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