Experiential retail and large-scale brand activations helped Vicinity Centres earn global recognition at this year’s International Council of Shopping Centres Global Maxi Awards (ICSC) in Las Vegas, with Chadstone Shopping Centre taking home five awards across multiple categories.
Chosen from 68 finalists worldwide, Chadstone secured one Silver, three Gold, and the event’s top honour, ‘Best of the Best’, for its Lost + Found campaign created in collaboration with artist CJ Hendry.
The Market Pavilion campaign received a Silver award in the Launch category for the opening of Chadstone’s new food and lifestyle precinct.
Home to 50 retailers and a new food concierge concept, the campaign positioned the space as a standalone dining destination through immersive experiences, chef masterclasses, interactive cooking demonstrations, tastings, retailer promotions, and KOL-led content across PR, media, and activations.
Meanwhile, Chadstone’s Hello Kitty campaign won Gold in the Experiential category after transforming the centre into a large-scale celebration of the character’s 50th anniversary.
The activation included a Hello Kitty pop-up cafe, school holiday events, exclusive promotions, and a nine-metre sculpture by Australian graffiti artist Sofles.
The centre also received Gold in the Community category for its Teddy Bear Hospital Winter Check Up campaign, which used interactive activities to engage families and encourage children to care for their toys during winter.
Its biggest recognition came through Lost + Found with CJ Hendry, which earned both a Gold award in the Integrated category and the overall Best of the Best title.
The campaign turned the shopping centre into an interactive art destination through large-scale installations and participatory experiences designed to drive customer engagement in new ways.
Mardi Ashkine, head of brand and marketing at Chadstone, said winning the award reflects the company’s ambition to create work that resonates globally.
“They speak to the calibre of ideas our team continues to bring to market, experiences that shape how people connect with place, and that continue to evolve Chadstone’s position as Australia’s most iconic lifestyle destination,” she added.
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