SYDNEY: The Strand Arcade is set to take shoppers on a journey "through the looking glass" with the launch of new brand imagery.
Launching today with the shopping centre's autumn winter 09 campaign, the brand refresh was commissioned to reflect The Strand Arcade's offer as the home of Australian fashion and to raise awareness of Sydney’s last Victorian era shopping arcade, a centre spokesperson confirmed.
Design and branding agency PDC Creative had been appointed to come up with a total new look and feel for the centre earlier this year.
"The brand repositioning work includes a redesign of the logo and corporate identity and the design and roll-out of seasonal campaigns throughout 2009," the spokesperson said.
PDC managing director Matt Poiner confirmed key identities from the Australian fashion industry would feature in the new campaign including Australia’s Next Top Model Winner, Demelza Reveley, as the new face of The Strand Arcade.
"The theme for the campaign is Victorian splendour juxtaposed with contemporary style. Imagery incorporates exaggerated size and proportions, whimsical styling and references to Lewis Carroll's 'Through the Looking Glass' to add a touch of fantasy."
PDC design director Daniel Freytag added the new creative direction captured "the Strand Arcade's setting, heritage and its quirkiness – key differentiators in today's 'vanilla' retail environment – and overlays this with the contemporary Australian designer offer."
The campaign will launch with a VIP event tonight hosted by Akira Isogawa and Louise Olsen of Dinosaur Designs.