When you go on the Internet, you know exactly what you want to buy. But when you’re in a shopping centre you like to be surprised. Unibail-Rodamco is well aware of this and its new campaign proves the fact.
Just before you go into a shopping centre you’re apprehensive about the crowds, the rather bland decoration, the same old boring chain stores and the highly unpleasant smells! If this description fits you, you clearly haven’t been into a Unibail-Rodamco shopping centre yet. “We offer our visitors an experience that goes way beyond shopping, with a long series of surprises: exclusive services, new chains, spectacular events,” said Jean-Marie Tritan, Group Operations CEO.
Created with the help of other artists and the collaboration of two photographers, Grégoire Alexandre and Cédric Viollet, the new campaign designed by BETC Shopper seeks to be as amusing, sophisticated and surprising as the places it describes. Uniting around a common vision while respecting each shopping center’s specific positionning, here was the challenge for the hundred bespoke visuals made. The creative principle never changes: a fashion model on the left and on the right, a still life-like object “communicating” with her through its shape and colour. Like a metaphor that is as appropriate as it is unsettling. Unexpected - forever.
Paris, Madrid, Barcelona, Vienna, Prague, Warsaw, Stockholm: the hundred visuals created for 30 centres belonging to the Unibail-Rodamco Group will be visible from October 2013 onwards in six countries and thirteen national or regional capitals, on prints and video.
So at least you’ll be ready for the unexpected.