$HOPPING CENTRE $HAMPAGNE
for SupaStore Academy July 2020
Nida Art Colony, Nida, Lithuania
Your shopping centre experience continues with our $hampagne
Have a love affair with shopping?
Need retail therapy more than once a week?
Then our $hampagne is for you.
You already shop in style,
Now you can drink in style too
Ride the automated escalator to commerce heaven. The mall, a treasure chest of merch and memories: electric tea cosies! Betty boop slippers! Shellac nailz! felt tip pens! diamante encrusted mandolins! A hollywood wax! A toaster for men! Blimey - shopping is what dreams are made of!
Designed purely for your enjoyment
The shopping centre has something for everyone
SHOPPING CENTRE $HAMPAGNE
Reflect on your shop & let the $HAMPAGNE POP!
$HOPPING CENTRE $HAMPAGNE is an experiential product that prompts the question ‘what does experiential shopping means to its shoppers’?’, highlighting each centre’s architectural encounter in shaping the shopper’s experience and connection to the site. Memories of each site are captured through photography, then wrapped round the $hampagne bottles - these become sculpturesque products in themselves. The experience is continued when the $hampagne pops; a drink of bubbly can be enjoyed whilst the QR code label takes one to a video reading of Google reviews, left by shoppers about their time spent in Westfield and Elephant & Castle shopping centre.
The two centres represent varying aspects of experiential shopping; Westfield Stratfords’ hyper-consumerist ‘everything at your fingertips’ promise is synonymous with our experiential economy that now drives marketing strategy and the layout of new builds. Whereas Elephant & Castle Shopping Centre’s (the oldest shopping centre in Europe) architectural infrastructure and independent retailers and services have created an organic growth of community and culture led experience - drawing people to return, spend time and feel like the centre is a ‘second home’.
Both centres provide a kind of ‘retail therapy’ but in different ways. And as one, Westfield (acting as the Australian real estate investment trust, the Westfield Group) sets to expand, replacing Croydon’s Whitgift Centre, the other, Elephant & Castle is about to begin its major regeneration under the property firm Delancey, displacing many of its tenants & retailers, from which many are from the Latin American and Afro-Carribean community. Thereby the two editions of $HOPPING CENTRE $HAMPAGNE sold adjacently - Westfield Shopping Centre and Elephant & Castle Shopping Centre - reflexively provoke an interesting insight into domineering power structures at play in consumerism, retail and property.