Bryanston Shopping Centre needed a new icon. The once-bland tower acted solely as a cellphone tower, and since the centre was already undergoing a new look, this was the perfect opportunity to reveal it.
The Tower consisted of four panels, positioned in a prime location, on top of a long iconic pillar. We turned it into an advertiser’s dream by branding the shaft of the tower with the new Bryanston Shopping Centre look and feel, and turning the four panels into illuminated advertising space.
The tower was designed to have replaceable artwork, but to begin with, the artwork imitated the unique offerings of Bryanston Shopping Centre. We created four key messages for the tower, each one catering for a different offering at the centre…
Catered to the diverse offering of the centre, its restaurants and boutique stores, showing any potential consumer that Bryanston Shopping Centre is a place to stay a while, whether to beat William Nicol traffic or to stroll at leisure.
This messaging catered to stay-at-home moms and work-from-home individuals. The messaging is simple; Bryanston Shopping Centre is your home away from home, because of it’s homely stores and feeling of community that emulates from the centre.
This messaging speaks to the Bryanston community, by lending itself as a place to bond with loved ones over a meal or browsing through the bespoke stores.
This messaging speaks specifically to the restaurant offerings at the centre. It says that Bryanston Shopping Centre is a place to grab a quick coffee with a friend, make new memories with a special someone, or celebrate occasions with your friends and family.
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