What’s Going On at Churchill Square Shopping Centre? Take a Peek!
Augmented Reality Hoardings Reveal A Whole New World.
The much-anticipated development works at Churchill Square Shopping Centre are now underway. In order to brighten the view for shoppers whilst the building work takes place, Churchill Square has commissioned Brighton based independent design studio Mackerel to create a series of Augmented Reality hoardings that will reveal exclusive information and offers for customers.
Each of the hoardings features a different letter, spelling out SHOPPING. Customers with a smartphone can download an application called Layar. Once downloaded, they simply scan each letter to unlock a hidden interactive content that will include store guides, “What’s On” information, exclusive offers and promotions and competitions. The hoardings will also allow customers to take a sneaky peek through specially designed peepholes at the building work taking place behind.
Tina Dallorzo, Centre Director at Churchill Square explained, “The idea of Augmented Reality hoardings was really original and engaging and we hope they will not only keep our customers up to date with events at Churchill Square but also provide a lot of fun.”
Catherine Pitt, Mackerel Director explains, “The new hoardings have been designed with a nod to the seaside cheekiness of end-of-pier attractions such as the peep show. Our challenge was to develop a campaign that bridged the gap between the print and digital world in a contemporary way, that would appeal to young and old customers alike.”
The Churchill Square refurbishment will see new double-height floor to ceiling glass shop fronts on the Western Road façade. International fashion brands Topshop and Topman will be coming to the centre, opening a flagship 22,000 sq. ft. store in the summer of 2014. There will also be extensive refurbishment of BHS.
The Layar App is available for iOS and Android and available now in the App Store and Google Play Store, www.layar.com.
www.churchillsquare.com
