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WHAT'S WHAT
Westfield needed to bring to life the very successful online and television campaign for "What's What" as a physical entity.
For the project, we were asked to reflect this campaign as a physical entity that could be transported between key Westfield shopping centres across Australia to promote the fashion campaign.
Our brief was to ensure that the clothes would be the hero and the design would simply enhance the display of clothing, whilst tying it seamlessly into the marketing campaign.
The modular exhibition stand was designed as three separate units that could be used as a circle or individually. The 2007/08 campaign was so successful that it was extended into 2009.
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