DESTINATION: STYLE
How we positioned Westfield Newmarket as the destination for fashion.
HEARTS
Westfield Newmarket didn't just want a presence at Fashion Week — they wanted to be the moment. The brief: show up boldly, drive engagement, and bring people back in-centre afterwards — on a tight timeline.
So we asked one question: what if shopping was a destination worth flying to? Destination: Style took the glamour of jet-age travel and fused it with fashion — a two-phase campaign that built anticipation in-centre before landing at Shed 10 for the main event.
In-centre, a VM display case became a retro arrivals moment. On-site, the full Westfield AIR world came to life — a passport-style photo booth, a departures board, a branded luggage display, and a lucky-dip prize mechanic engineered to send guests straight back to Newmarket. Chrome finishes, red carpet, custom luggage stickers — premium throughout.
RECEIPTS
1,000+ competition entries for Newmarket alone — 143% up on NZFW 2023. Over 50% of bounce-back rewards redeemed within one week. The client called it the standout brand activation at Fashion Week.
