Myer Centre Adelaide launches visual refresh
Myer Centre Adelaide, one of Adelaide’s most iconic buildings and the largest shopping centre in the CBD, is launching a new brand identity.
Myer Centre underwent a significant upgrade during 2013 and 2014, including a complete refurbishment of the Myer department store and Mall finishes. Now, the Myer Centre is revealing a refresh of its core brand elements created by internationally award-winning advertising agency, Showpony, which aims to reinvigorate its relationship with customers and tenants.
Marketing Manager, Jess Bright, said, “Myer Centre Adelaide has grown and evolved over the years, and we have refreshed our brand to reflect who we are today and where we see ourselves heading in the future”.
Myer Centre Adelaide trust that its customers, plus current and potential retailers will enjoy the fresh new look, with Myer Centre looking to diversify the tenancy mix, particularly within the popular food court, to appeal to a wider customer base, including office workers in the new office tenants.
“We really wanted to create a brand identity that was impactful, bold and innovative, yet still honours the nostalgic past of the Myer Centre,” Jess continued.
“We are excited to take the first step of this transformation, the brand refresh, with Showpony. Showpony really understood the Myer Centre brand values, leveraging the opportunities that we face in the dynamic retail world.”
Showpony Creative Director, Parris Mesidis, said, “We drew inspiration from the iconic Myer Centre windows and created a bold new colour the ‘MCA (Myer Centre Adelaide) Coral’ – which is featured in the rollout of all assets across in-store, outdoor, print and digital platforms.
“The brand refresh upgrades the Myer Centre’s image and builds excitement around impending changes. This is a very exciting time for Myer Centre Adelaide, we have many projects in the current pipeline,” Jess concluded.
Myer Centre Adelaide’s new brand identity is now “live” across their in-centre window displays, outdoor advertising, print and digital advertising, website, Facebook and Instagram platforms.
About Myer Centre
Myer Centre has been operating for 28 years and is home to the state’s largest Myer department store. It also has Rundle Mall’s largest food court and over 79 specialty retailers with underground parking for 467 cars.
National retailers within the centre include fashion brands such as Review and Platypus Shoes. Other retailers include Lush, Sunglass Hut, Thomas Sabo, with mini majors including Rebel Sport, Lincraft, The London Tavern, Rivers, Chemist Warehouse, Temt and Toyworld.