Emporium Melbourne launches ‘reimagined experiences’ installation + competition via JOY

As part of an extensive launch of the Emporium Melbourne, advertising agency Joy has created the first of many ‘reimagined’ experiences for the revitalised Melbourne fashion icon.

Aptly titled ‘The Collection Reimagined’ this combined installation and competition piece uses life-sized fantasy dolls, complete with doll boxes, to showcase five Emporium Melbourne retailers, all housed in a large glass cube outside the main stage of the Virgin Australia Melbourne Fashion Festival.

Each anatomically correct fantasy doll comes complete with a unique name and personality. And by photographing your favourite look and posting the image to #emporiumreimagine along with your most creative comment, one fortunate individual will be unwrapping hours of fun by taking home the doll of their choice.

The collection is on display until Sunday 23rd March 2014.

The newly renovated Emporium Melbourne boasts 18 Australian flagship stores, 4 firsts to Australia, 11 firsts to Melbourne CBD and 24 firsts to Melbourne, making it the countries preeminent fashion destination.

Emporium Melbourne

Executive Creative Director: Christy Peacock

Wigs & Make Up: Bernadette Fisers