intu, the owner of some of the UK’s largest and most popular shopping centres, including intu Metrocentre and intu Eldon Square, has launched its first national campaign to celebrate spring/summer fashion.This innovative campaign sees intu curate styles from retailers across its centres, bringing up to the minute high street fashion to its customers in a friendly and accessible way.
Called the ‘Style Garden’, the campaign, which has been rolled out at intu Metrocentre and intu Eldon Square in April, combines a digital installation with a live fashion show with a difference. Shoppers were entertained by fashion shows at both shopping centres this weekend, where style steams were also on hand to Fashion help guests pick out a perfect spring/summer wardrobe.
The ‘Style Garden’ installations have been created to stimulate all five senses in an immersive experience designed to showcase the season’s trends, and feature original video content to inspire intu’s customers and drive sales for its retailers.
Karen Carr, regional marketing manager, intu north, said:
“Spring/summer fashion is important for both our customers and our retailers. We’ve used our national scale to really get to understand what our customers want and our research tells us the latest fashion trends are often presented in a way that makes it difficult for people to choose what’s right for them. So we decided to do something different this year and deliver spring/summer fashion with the signature intu twist that I’m sure shoppers here in the North East have really enjoyed.”