THE CHALLENGE

Create an in-store magazine for Centrale shopping centre that would showcase its diversity, encouraging visitors to explore beyond their comfort zone and visit small, independent shops as well as the major high-street brands.

THE STRATEGY

Juxtapose ‘big brand’ merchandise from high street stawlarts such as John Lewis
with quirky accessories from small independents to create a unique look only
available from Centrale.

MY ROLE

A production and design role. I scouted the locations, sourced models that were an aspirational – and attainable – match for the shopping centre’s target market (young professionals). Then I sourced photographers, stylists, make-up artists and art directed the original photography. I created the ‘look and feel’ for the magazine and carried this through to the design of the final publications.