3 Deep is a luxury branding and communications agency

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Chadstone is the largest shopping centre in Australia and the seventh largest shopping centre on earth with an annual turnover in excess of AUD2.1b. Presenting the largest luxury offering in Australia, Chadstone is home to more than 30 luxury brands including Givenchy, Dior, Saint Laurent, Fendi, Balenciaga and Loewe. 3 Deep were commissioned to establish a luxury precinct launch campaign to build awareness, stimulate engagement and position Chadstone as the premiere destination for the world's most coveted luxury brands.

As luxury is an expression of taste, it was vital that the campaign cultivate fertile ground for a customer’s development of self-image and
self-expression.

All successful luxury brands celebrate a unique lineage and provenance and each has a unique story and place of origin. To be authentic in this context, our campaign had to be true, unquestioning and innate.

Our expertise lies in capturing the attention of luxury consumers, whilst establishing genuine and lasting desire for the world’s most coveted brands.

With market demand driven by a booming upper middle class and a younger, more affluent, fashion educated luxury consumer, it was imperative that we clearly defined the strategic objectives of the campaign and its relationship to the Chadstone brand before developing a creative response.

Luxury brands must explore and occupy the nexus of design, fashion, art and culture – they must be creative leaders, not followers. It is the ability to constantly inquire, differentiate, surprise and create that distinguishes a luxury brand and creates desire. 3 Deep were charged with every aspect of the campaign from establishing the initial conceptual framework through to all aspects of creative production and activation.

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