Block gets partners together to create Perth’s longest catwalk for Lakeside Joondalup

With the opening of WA’s first H&M and the completion of its new fashion precinct, Lakeside Joondalup is now one of Perth’s premier, and largest, fashion shopping destinations. Lakeside Joondalup briefed Block to communicate the scale of the new development and the breadth of the centre’s fashion offering, as well as the centre’s accessibility via the Joondalup train station.

In response, Block GM Angela Palandri said they looked to their relationships with partner agencies.

“In recent months Block had been looking for opportunities to work with other like-minded communications specialists to enhance the breadth of our offering in a way that allows the business to scale up and down to meet the needs of our clients.”

In this instance sharing the brief with Steve Cooke’s start-up Kolektiva, yielded the idea to create a unique fashion show…on a train.

“Pulling off something that’s never been done before is always difficult” said Cooke, “and only the incredible support of Lakeside Joondalup Marketing Manager Natalie Upson and Transperth’s Information and Event Services Manager, Charlotte Hayes made the event possible.”

Detail Marketing Communications headed by Claire McGowan and her team, were added to the Block partnership initiative and on Saturday, October 31st the event took place.

Block Account Manager, Giulia Palandri project managed the event in collaboration with Kolektiva and Detail Marketing Communications, pulling together a small army of people that included 3 florists, 10 models, 4 dressers, 3 sound technicians, a DJ and 4 security guards as well as 80 VIP guests and Sydney Swan’s football player and IMG model Tom Derickx.

As a first of its kind for Perth, the event itself lasted just 30 minutes but took more than six weeks to bring together. Offering a seat on the train to the public generated more than 1300 entries via Facebook, while the event itself reached 2 million users on Instagram and the story was picked up by local TV and press before going national and international on The Daily Mail website.