BMF behind ‘Living Mall’ campaign for new Central Park mall
The new Central Park mall “Central” has opened its doors in Chippendale on Broadway in Sydney after a three week launch campaign created by BMF.
The campaign began with a series of teaser pictures across outdoor, print and digital that revealed Central’s position as “The Living Mall”.
The mall released a video to launch the opening and to enscapulate the “spirit” of the centre.
https://www.youtube.com/watch?v=IhqX5WXFgTg&feature=youtu.be
BMF will continue its involvement with the new centre, creatively managing the “permanent interactive wall and surround sound system” which captures ambient noise, footfall and changes in the weather. Visitors are able to interact with the screen by providing their heartbeats through a sensor.
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”.
Nev Fordyce, interactive director at BMF, said: “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.”
BMF have also designed and developed the new www.centralpark.com.au website.
