King Street is the new retail high street being created at the heart of the $2.9 billion Brisbane Showgrounds redevelopment, a joint venture between Lend Lease and the Royal National Agricultural and Industrial Association of Queensland (RNA).
The creation of a strong sense of place and the attraction of a unique retail mix for King Street are key elements of the marketing strategy for the project. It was essential to communicate the ethos of the place being created, the significance of the project to Brisbane's future inner-urban mix and the incredible potential for the right retailers in our commercial brand development strategy.
Solution - Commercial Brand Development
Our creative solution was based on the insight that an emotive hook was needed to draw in the 'right retailers', as the place making brand is built on authenticity and the creation of unique experiences. Therefore, we created a premium coffee table style book, using the images from a two day photo shoot on and around the site, custom typography and special finishes and materials. The front and back covers of the book were crafted from sustainable Queensland hardwood, and the internals handbound, giving it a very high end look and feel.
The book has been used as a key sales tool in the promotion of the retail opportunities available, and retailer feedback has been extremely positive with the publication creating a real 'wow factor' and differentiating the offer from competitors.
- Creative direction
- Laser etched Sustainable Queensland timber cover
- Photographic art direction