Chadstone – The Market Pavilion

The humble shopping centre is changing. In response to myriad pressures, not least of all an online-centric retail economy, these spaces are adding new experiential dimensions to draw customers through the door. 

As Chadstone, Australia’s largest shopping and lifestyle destination, has discovered – the best way to change people’s minds is via the stomach.

The Market Pavilion is Chadstone’s most recent addition – and represents the fruition of five years of work for us. With a bold vision to be a dynamic, fresh food and dining destination that rivals Melbourne’s most beloved markets, The Market Pavilion, alongside its sibling precinct, The Social Quarter, brings a new experiential dimension to Chadstone.

To be mentioned in the same breath as Queen Victoria, South Melbourne and Prahran markets – we knew we’d need to help Chadstone attract world-class food retailers and hospitality operators to the newly envisioned space.

Working closely with Chadstone’s teams, we developed an overarching strategy for the precinct, as well as a suite of leasing tools tailored to attract the right talent. By embedding our materials in the nuance of the fresh food and hospitality sectors, we were confident we were speaking in the language they’d respond to.

This process also involved a memorable detour into the world of chocolate-making, as we crafted bespoke eggs, complete with coconut whites and a sweet yolk, to accompany our invitation to learn about the vision for The Market Pavilion. Ultimately, our leasing materials helped secure the tenants who would bring their hospitality bona fides to Chadstone, establishing The Market Pavilion’s credentials as a destination for serious food lovers in a food-obsessed city. 

With tenants secured, we worked on shaping a unified identity for the precinct. Inspired by the abundance that would be on offer at the destinations, as well as Melbourne’s uniqueepicurean spirit, we crafted an identity befitting a modern marketplace. 

Our art direction championed fresh produce, letting its natural beauty shine, complemented by playful messaging that spoke to the breadth on offer within The Market Pavilion. Even our wordmark reinforced this theme of abundance, inspired by a shopping basket overflowing with produce. 

Our launch campaign positioned The Market Pavilion as Melbourne’s ultimate pantry. Bringing this idea to life across a vast variety of touchpoints both within and outside of the centre. From flower and flour, caviar and cucumber, organic jam and pre-sliced ham, we wanted potential customers to know they could find it all at The Market Pavilion. 

To turn this campaign into a living, breathing narrative that truly told The Market Pavilion’s story, we also created a suite of bespoke content. We tapped Melbourne tastemakers – collaborating with Julia Busuttil Nishimura, Khanh Ong and Sofia Levin for a series of content-led ‘shelfies’ – captured expert advice in snackable, shareable bites and uncovered the artisan romance of some of our hero retailers in longer-form videos. 

The Market Pavilion’s launch was met with immediate enthusiasm, drawing thousands of visitors through the doors – a powerful testament to the public’s appetite for a bold new marketplace. 

More than just a precinct, The Market Pavilion represents the next chapter in Chadstone’s evolution – a change that re-centres the destination in people’s conversations, gives people more reasons to visit and adds another dimension to Melbourne’s rich culinary landscape.