As part of the creative pitch for Westfield Sydney, we were tasked with developing a concept that would launch the new mall on the world stage - an iconic approach for an iconic destination.
We developed a design solution based on reflecting the world stage the new mall was a part of - Sydney - with a strong emphasis in fashion.
3 dresses were to be created, built from mirrors. The dresses would be photographed at iconic locations around the city and become part of the main campaign imagery - building buzz not just for the launch but for the city as a bona-fide fashion destination.
Sadly the project didn't go ahead.
Created at RE / M&C Saatchi Sydney