Combining our extensive in-house knowledge and experience of the retail market with specifically tailored research and investigation, we identified the need to promote both the strength and experience of the entire group whilst highlighting the specific benefits of the individual locations. We commissioned a series of contemporary fashion images that reflected the key demographic of each of their locations, supported by a newly commissioned suite of architectural studies that showcased the centres themselves.

The new collection of fashion inspired images created a fresher, more relevant presentation of the Capital Shopping Centres to their retail customers. The architectural approach to presenting the physical environment allowed for a much cleaner and direct way of conveying the spaces and what could be done with them. This approach of combining the aspirational imagery with the practical explanation of how the space could be used ran across a suite of online and offline materials.