With a past life as a functioning brick mine east of Melbourne, Burwood Brickworks sat dormant since 1999. Years later, Frasers Property acquired the site and transformed it into the most sustainable shopping centre in the world. In contrast to the artificially lit, air conditioned environments that typify local centres, Burwood Brickworks employs smart design to reduce energy consumption, harnessing natural ventilation and light.
Our objective was to shine a light on the extraordinary regeneration of this site from desolate land to the world’s most sustainable shopping centre. We needed to make the local, average shopper care about this ambitious global statement – and consider the centre as a positive contribution to the community.
We created a brand and campaign that amplifies Brickworks’ smart design features and sustainable materials. We highlighted its abundance of greenery, rooftop farm, eatery and greenhouse – positioning it as a place that offers an uplifting experience, where you don’t just come to shop and go – but to dwell, enjoy and stay longer. This inspired the campaign platform ‘A more natural way to shop,’ played out through launch messaging and a flexible design language that playfully captures the mix of natural and urban elements which come together at Burwood Brickworks.