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2017 One Show - Responsive Environments

Tailor Made Store

Agency BWM Dentsu / Melbourne

Client Chadstone
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Annual ID

OS_RE17012M

About the Work

As Australia’s largest shopping centre, Chadstone is uniquely qualified to cater to the one thing which makes a person unique – taste. To prove this, we created The Tailor Made Store. A store which adapted and transformed to suit each individual. Using a social media campaign, tactical OOH, digital banners and press we drove people to interact with the store. Chadstone shoppers then used a bespoke Instagram mechanic to queue for their tailor made experience. On entry, the store asked series of questions, gathering information from each person. The kinetic structure learnt, a unique algorithm interpreted the data and stagehands transformed the store within minutes. The experience was live-streamed in store and online. For those who missed out on the day, we created an online film and continued to share on our social media platforms Tailor made products, lighting, music and mood meant a truly unique retail experience every single