In an innovative fusion of retail and wellness, Vicinity Centres launched the "Retail Therapies" campaign across Sydney's iconic shopping destinations: the Queen Victoria Building (QVB), The Galeries, and The Strand Arcade. This initiative redefined the traditional shopping experience by integrating multisensory wellness activations, offering visitors a holistic approach to "retail therapy."

Strategic Insight

In a post pandemic world, consumers craved experiences that boosted mental health and wellbeing. Vicinity Centres saw the opportunity to turn a simple shopping trip into a revitalizing activity. Research showed that 53% of Australians still favoured brick-and-mortar stores over online, viewing shopping as a form of self-indulgence. Moreover, 72% of those surveyed participated in wellness activities to improve mental health.

Execution

"Retail Therapies" offers three unique wellness experiences integrated into the traditional shopping experience, amplifyed with paid, earned and social media:

1. Fractal Therapy at QVB: Calming geometric light shows to reduce stress.

2. Chromotherapy at The Galeries: Color therapy using tones to uplift mood.

3. Sound Therapy at The Strand Arcade: Tailored auditory experiences for rejuvenation and mental clarity.

Outcomes

"Retail Therapies" successfully transformed the shopping experience and led QVB, The Galeries, and The Strand Arcade in the fusion of retail and wellness in a new and immersive way that had not been experienced before. The campaign disrupted the expectation of hustle and bustle in the Sydney CBD, showcasing an innovative approach to improving mental well-being through shopping experiences.