CB Exclusive - In partnership with production company Will O'Rourke, BWM Dentsu has launched an activation with a surprise twist - The Tailor Made Store. Curated by a unique algorithm and assembled by a team of expert stylists, the store invited consumers to interact with it, reacting and transforming in real time to offer a curated experience to suit each individual. Creating a truly tailor made experience, every time.
Borrowing from the best in fashion, technology and set design, the store was a unique activation for the new, improved Chadstone. It was part of a 'Tailor Made' repositioning platform encompassing a multitude of media touch points. On launch day more than 100,000 people visited the centre.
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Says Simon Bagnasco, executive creative director, BWM Dentsu: 'The
Tailor Made store is a ground breaking project we are very proud to have
created for Chadstone. Each iteration was truly unique - not a single
person who entered had the same experience."
Tanya Lunardon,
marketing director, 
Chadstone Shopping Centre, said the Tailor Made
campaign perfectly illustrated the evolution of Chadstone into a space
that offered something for everyone: "Chadstone attracts more than 20
million customers per year and is continually evolving to meet these
customer's needs. We're going beyond general retail, creating an
experience which extends to the best in shopping, dining and
entertainment.
"We are opening up the night
time economy with after-hours cinemas, elevated dining options and
events, continuing our 34-hour Christmas shopping marathon, and will
host the Southern Hemisphere's only Legoland Discovery Centre.
"The
innovative execution of the Tailor Made campaign is a creative way to
demonstrate Chadstone's breadth and show people first-hand how qualified
Chadstone is to provide a distinct and personalised experience with
every visit."
The in-store experience brought to life
the wider Tailor Made campaign which includes digital, OOH, press,
radio, social, in-centre and PR.
Chadstone
Tanya Lunardon - Marketing Director
Sophie Betts - Marketing Manager Communications
Georgia Bailey - Marketing, Events & Tourism Project Manager
BWM Dentsu
Rob Belgiovane - Chief Creative Officer
Simon Bagnasco - Executive Creative Director
Phil van Bruchem - Creative Director
Chris Andrews - Creative Director
Rachel Blacklaws - Copywriter
Alexandra Walding - Art Director
Natalia Shore - Group Account Director
Deanne Pascoe - Account Director
Stephanie Bond - Account Manager
Karlene van Opdorp - Onscreen Producer
Mikael Perhirin - Head of Digital and Customer Experience
Mac Wright - Digital Strategist
Emerald Cowell - Junior Digital Producer
Danielle West - Community Manager
Will O'Rourke
Production Company - Revolver/Will O'Rourke
Director - The Glue Society's Luke Nuto
Managing Director/EP- Michael Ritchie
EP/Head of Projects - Josh Mullens
Producer - Alex Kember
DOP - Earle Dresner
Production Designer - Gus Smith
Viviens Creative Melbourne
Stylist - Sophie Barker
Post House - Method Studios
Producer - Doireann Lally
Editor - Drew Moden
Colourist - Ciara Gallogly
Online - Felicity Stalph
Sound
Music Supervision - Level Two, Tracy Callan
Sound Studio - Front of House
Producer - Phil Kenihan
Senior Sound Engineer - Phil Kenihan
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