The Approach

This wasn’t treated as a standard hoarding job. No generic "new retailers coming soon" was going to do... In a busy city environment, neutral or safe design disappears quickly, so we leaned into something more unexpected, surreal, eye-catching visuals that made people look twice.

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We used bold, food-led photography with unusual, slightly playful twists, like the noodles being knitted to create intrigue and stop passersby in their tracks. It gave the windows personality, without relying on direct retailer promotion.

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At the same time, the direction was intentional. While the fashion offer had reduced, food remains a key driver for the centre. So the visuals subtly reinforced that, not through heavy messaging, but through imagery that signalled “something’s still here.”