Frasers Property Australia and Sekisui House Australia’s new urban village comes alive in the new ‘The Living Mall’ campaign via BMF Sydney

A joint venture between Frasers Property Australia and Sekisui House Australia, Central Park, the two billion dollar residential, commercial and retail “urban village” opened the doors to its mall “Central” yesterday.

In partnership with creative agency BMF Sydney a launch campaign has run over the last three weeks. The campaign included a series of teaser pieces (OOH, print and digital) that recently revealed Central’s positioning as “The Living Mall”.

Situated in Chippendale on Broadway in the architecturally stunning Jean Nouvel designed One Central Park, the mall will provide a vibrant hub for university students, local workers and residents alike.

VIEW THE CAMPAIGN SITE

The campaign reflects the environmentally considered design of the mall and encapsulates its position as the heart of the precinct and surrounding Chippendale creative community.

Central is celebrating its opening with a launch weekend where visitors are encouraged to help bring the mall to life by donating their heartbeats to release special offers, giveaways and incredible experiences in and around the mall.

Says Carlos Alija and Laura Sampedro of BMF: “Retail malls can be stark and cold experiences; Central will be so much more than that. We aimed to give the mall a personality, and allow it to give back to the people who come to shop, play, eat or just visit.”

At the heart of the mall is a large permanent interactive wall and surround sound system, fitted with sensors capturing ambient noise, footfall and even changes in the weather.

Says Nev Fordyce, interactive director BMF: “Visitors to the mall will have their own personal experience broadcast on the 15.5 metre wall. They can drive, dance and design using touch and motion controls.”

Creatively managed by BMF, the interactive wall will become a hub for commercial and community engagement with a calendar of on-going creative updates planned for the coming months. Visitors will be able to interact with the screen by providing their heartbeats through a sensor. As more heartbeats are collected they will be released back into the mall through amazing live performances and experiences.

Says Fordyce: “In collaboration with the amazing artists at Ramus Illumination and Current Circus, we have sought to create a dynamic media façade which subtly evolves with the people and the architecture.”

In addition to the interactive screen and launch advertising, BMF have also designed and developed the new www.centralpark.com.au website which celebrates the people behind the development of the precinct and the stories of how the Chippendale community have influenced it.

BMF’s Enero agency partners Precinct and Frank PR have organised a variety of on-going events for the launch period, including live performances and an FBi radio broadcast from the mall on Saturday.

The opening weekend kicked off yesterday and ends Saturday November 2nd.

Executive Creative Directors: Carlos Alija & Laura Sampedro

Event Activation: Precinct