Client
The GPT Group

Question?
How do you blend retail and nature into a moment of magic?

Our Role
Animation
Creative Direction
Large Scale Media Design

Collaborators
Jarrad Russell
Jhan Fung

Info

What’s That? A projection installation designed to elevate the visitor experience at the Karrinyup West Deck Precinct. The West Deck Precinct projections were designed to create a memorable and magical impression that helps to nurture authentic engagement and loyalty to the Karrinyup experience.

The animated projections reminded visitors of the world class retail experiences that Karrinyup has to offer through images of cloth and fabrics, as well as the coastal influences and lifestyle of Western Australia. The projections were designed to bridge the gap between the external and internal areas of Karrinyup, acting as a transitional space where both the retail, entertainment and environmental aspects of Karrinyup can co-exist.

The Karrinyup projections are a dynamic and evolving activation with additional seasonal and special event content being produced, including content for Christmas and Chinese New Year. The Christmas projections were sympathetic to the WA influenced physical decorations produced for the centre, using WA native plants such as gum leaves and blossoms, with the Chinese New Year content produced in consultation with the Chung Wah association, further enhancing the customer experience at Karrinyup.

In order to bring together the sense of the retail and the environmental aspects referenced in the design of the centre itself, we fused retail and natural elements into one visual composition with cloth, water, WA landscapes and flora co-existing. We also used water simulations in the work to give direct connection to the coastal influences of the centre's architecture. Rather than being used as a canvas for direct marketing, the project took on the shape of an art installation, creating a more natural gravitational pull towards the centre and the experience they have cultivated for their customers.