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.