Single Banner Img

Paris to Penrith

Client
CBRE
strategy

Experiential Marketing

Customer Engagement

Retail Activation

‍

identity

Olympic-Inspired

Parisian Theme

Community Focused

experience

Interactive Sport

Family Entertainment

Food Activation

activation

Creative Direction

Graphic Design

Event Production

Digital Marketing

Videography

Situation

With the Olympic Games capturing the world's attention, Penrith Homemaker wanted to create an activation that brought the excitement of the Games to the local community in a way that felt immersive, family friendly and uniquely memorable. The objective wasn't simply to acknowledge the Olympics. It was to create the feeling that a little piece of Paris had arrived at the centre, encouraging customers to stay longer, participate together and discover retailers along the way.

Focus

Our challenge was to transform everyday retail spaces into moments of discovery. Rather than relying on a single event location, we designed a series of themed experiences that encouraged customers to explore the centre, interact with multiple activations and immerse themselves in the atmosphere. Every element was designed to celebrate movement, play, community and the unmistakable charm of Paris.

The Approach

Inspired by the streets and cafés of Paris, we developed a centre-wide activation that blended sport, entertainment, food and interactive experiences.

‍

Guests were welcomed by promotional ambassadors dressed in berets and scarves before discovering a collection of themed pop-ups throughout the centre.

‍

Visitors enjoyed complimentary croissants and macarons from our custom-designed Parisian Patisserie Cart while French café music created an authentic atmosphere across the activation spaces.

‍

Interactive experiences included a medal podium photo opportunity complete with backdrop and medals, table football, sub-soccer, a mini golf tournament and open rhythmic gymnastics workshops where children could join ribbon twirlers and hula hoop performers in a fun and inclusive environment.

‍

To connect the physical experience with the digital campaign, we designed large-format floor decals throughout the centre, developed the event landing page, delivered the full creative identity, managed a promotional Fitbit giveaway and captured the experience through professional event videography.

Work Big Img
Outcome

Paris to Penrith transformed a retail promotion into a destination experience.

Families spent more time exploring the centre, participated across multiple activations and shared memorable moments together throughout the day. By combining entertainment, hospitality and interactive experiences, the campaign encouraged movement across the centre while strengthening customer engagement with retailers.

From creative concept through to production, marketing, event delivery and content creation, VCLA Media delivered an end-to-end activation that brought an international moment to life in a way that felt accessible, engaging and distinctly local.

/ Related work

Other works

Work Img
Paris to Penrith
Work Img
Let's Have a Ball / Ready Set Goal
Work Img
Reptile Rascals