Westfield opened new luxury stores at several flagship properties and wanted to realign the perception of those properties with influential local residents. A series of luxury shopping and entertainment events were held throughout the year under the title of ‘Cocktails & Couture’.
The brief was to create a naming and design system that can reflect seasonal fashion trends while retaining visual consistency across different seasons and years.
The C&C creative used classic typography mixed with a swappable graphic element and color palette depending on the season and trend.
The events have proved so successful with guests and retailers that there is a desire to roll this program to additional centers.
Creative Director: Peter Donnelly Designer: Phuong Nguyen & DeeDee Robertson Copywriter: Joyce Pennell Project Manager: Erin Shems Production Artist: Tess Anson & Rachel Hsu