Melbourne's GPO, home to brands such as Zimmerman, Manning Cartell, Fleur Wood and Lisa Ho, has launched an illustrative advertising campaign to communicate its dedication to unique fashion and food.
Featuring the work of Finnish artist Laura Laine, the campaign was created by newly-appointed agency Fabio Ongarato Design, whose previous work includes Country Road, S&T, Calibre, Lane Crawford and On Pedder.
Company creative director, Fabio Ongarato, said as a retail precinct that strives to deliver a sense of art, culture and fashion, Melbourne’s GPO required a particularly creative approach.
“This strategy has been conceived to differentiate Melbourne’s GPO from mainstream retail centres, affording a look that matches its uniqueness as a shopping destination,” he said.
“Featuring beautiful characters which appear to live in a dreamy borderline world of fashion and art, the creative literally illustrates Melbourne’s GPO‘s eclectic and exceptional mix of quality fashion and food.”
Laine said she drew her inspiration for the campaign art particularly from the world of fashion, an aspect that is strongly represented throughout the Melbourne GPO artwork.
“I think the world of fashion and the world of art both draw inspiration from one other. Fashion has always been a huge and endless inspiration to me, because of its continuous change,” she said.
The new campaign will feature four designs from Laine and will appear in print, in-centre and online this month. To view another illustration from the campaign click here.