In a pioneering collaboration, Chatswood Chase Sydney partnered with AfterPay and the Australian Fashion Council (AFC) to launch the "Edit Collection," an innovative retail concept that seamlessly blended sustainability, technology, and emerging Australian fashion. This initiative not only reimagined the traditional shopping experience but also provided a dynamic platform for up-and-coming designers to showcase their work in a physical retail environment, while laying the foundation to reposition Chatswood Chase Sydney in advance of its major redevelopment.

Strategic Insight:
Recognizing the trend towards sustainable shopping, the partnership highlighted emerging Australian designers and integrated innovative retail technologies exclusively available at Chatswood Chase Sydney to re-engage the lucrative, fashion-savvy audience of Sydney.

Execution:
The "Edit Collection" launched a concept store featuring sustainable Australian brands, including Bondi Born, My General Store, First Nations Fashion & Design, and Esse Studios. Each brand showcased for eight weeks, with a sustainable interior designed by Kyle Jonsson, including repurposed marine plastic hangers and interactive technologies from AfterPay, enhancing customer engagement and real time data for performance.

Outcomes:
The initiative successfully re-engaged the lucrative premium fashion customer base, increasing foot traffic, generating new sales, and building brand visibility for the participating designers. It garnered significant media attention, establishing a new standard for sustainable and experiential retail in Australia.