Celebrating 50 Years of Indooroopilly Shopping Centre

Posted August 10, 2020

The brief: design celebrations befitting of 50 years that engaged the community and adhered to social distancing.

Indooroopilly Shopping Centre (ISC) turned 50 last month so to celebrate this momentous occasion we have been working alongside their marketing team to create a special trip down memory lane.

We wanted to capture the shared nostalgia and community spirit by encouraging retailers and customers to contribute to the multi-faceted campaign. We conceptualised a three-part online video series which would be complemented by an in-centre exhibition gallery, allowing the people that helped shape the past 50 years to submit their own stories and iconic moments.

To execute this we conducted a social media callout on ISC’s owned channels, encouraging customers’ to tap into their fondest, personal memories of the centre and share them with us. We received over 50 submissions, ranging from life-long friendships forged in the food court to a proposal made next to the iconic water fountain. A mixture of foundation and well-loved retailers were also called upon to share their stories and memories as well as any original advertising materials or mementos.

The community and retailer submissions were curated alongside historical articles and images sourced by our team from community stakeholders to create exhibition pods across 3 levels. The Cheers to 50 Years historical trail can be experienced from August 10 through 30, customers will be guided by a custom flyer they can collect in the centre.

The celebrations wouldn’t be complete without a photo moment to facilitate the creation of new memories. A to-scale replica of the iconic Indooroopilly Shoppingtown sign was fabricated and will be housed on level 2 so customers can get snapped and also go in the running to win a $1000 shopping spree.

The video series delves deeper into some of the stories uncovered during the stakeholder and customer consultation process, capturing ISC’s heritage; their history, their retailers and their customers. Keep an eye out on ISC’s social media channels for the series, which will be shared in 3 installments starting from August 10.