Feature

Eastland tells a story – 5 minutes with Steve Edgerton, GM of Eastland

margaret_zhang_beauty_3969-2Eastland shopping centre in Melbourne has partnered with Margaret Zhang releasing In the Youth of our Fury. The impressive hard cover book contains a storytelling collection of photo essays of the brands and retailers within the 131,000 square metre development based at Ringwood in Victoria.

Since its inception, Eastland has expanded to over 350 shops. The reported $655 million redevelopment hosts works of art from world-renowned Australian artist David Bromely and Joost Bakker. An Australian first, is the first time Bromley has collaborated with a retail precinct. The mural spans more than 1,600 metres through Eastland, marking his largest mural project to date.

Lifestyle and food are important to the centre, with chefs such as George Calombaris and Frank Camorra both opening new restaurants – Jimmy Grants’ Deluxe and Paco’s Tacos respectively. Not forgetting fashion, designer brands including Scanlan Theodore, sass & bide, Camilla, Calibre, Morrison, Gorman, Skin & Threads are just some of the line up. Mecca Maxima joins international brands including Marimekko, Victoria’s Secret Beauty and Accessories and MAC.

The beautifully structured centre and large architectural features steve-edgertonappears to have a more sophisticated feel than perhaps the more mainstream shopping centers. The new recent development also paved way for the larger retailers to accommodate department stores with David Jones joining them.

Steve Edgerton, General Manager of Eastland, discussed the collaboration with the famed Blogger/Photographer/Stylist and some of the initiatives behind the shopping centre.

Tell me about the strategy behind the collaboration with Margaret Zhang with the book?

Eastland is committed to creating a destination where people want to generate shared experiences via multiple platforms, in ways that are new and authentic. The collaboration with Margaret aims to produce interesting and inspiring content, which reaches well beyond the traditional retail seasonal marketing approach. Our focus at Eastland has been to transform the way we approach delivering retail and social experiences for our guests.

I love the storytelling behind the brands and people at Eastland, how important do you think this is for retailers?

Retail spaces today are as much about lifestyle, entertainment and dining as much as it is shopping. We know our guests at Eastland seek integrated sensory interactions that enrich their lives and that they can share amongst others. By bringing our retailers stories to life through the collaboration and producing a coffee table book rich in design, art and storytelling, we are delivering the future of the Australian consumer experience at Eastland.

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How important is it to Eastland to connect with consumers through personalised initiatives?

At Eastland, we aim to create authentic relationships with our guests as opposed to a transactional experience. By offering a personalised approach to guests through collaborative initiatives such as Margaret Zhang, we are forging deeper connections with our guests.

How many visitors visit Eastland and what other retail initiatives can we expect to see?

We’ve been happy with the response from guests at Eastland following our development. We have implemented a number of physical and digital initiatives including our ‘Click and Collect’ offering, where guests purchase items from any online retailer signed up with ParcelPoint and have them delivered to Eastland’s guest services suite for collection. Should their items not suit their needs, our guest services team will take care of the returns process. We want our guests to see Eastland at the one-stop destination to bridge the gap between physical and digital experiences.

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Are there any new exciting new developments for Eastland which we can expect?

We have commenced our preliminary construction to develop an integrated hotel complex above Eastland’s south-east corner by the end of 2017. This exciting development is a significant component of our long-term master plan for Eastland that befits its status a truly engaging mixed-use urban, lifestyle destination in Melbourne’s east.

Visit eastland.com.au

Eastland is owned by QIC. QIC’s Global Real Estate (GRE) division manages 24 retail assets and 10 commercial office assets across Australia, the US & the UK. QIC is also partnered with The Business of Fashion.

pgAbout the Author, Phoebes Garland

Phoebes Garland is the Co-founder & Co-owner of Garland & Garland Fashion, a boutique leading fashion & consultancy agency based in Sydney, and founder of Fashion Initiative.  Between the two of them, Phoebes & Robert Garland have over 60 years’ sales experience in fashion, publishing and advertising. Phoebes is an industry mentor to designers with Australian fashion industry body, Australian Fashion Chamber and is on the Advisory Board for Fashion Design Studio (TAFE NSW). Phoebes Garland is also an ambassador to Shake it up Australia Foundation and contributes articles to Australian Fashion industry magazine, Ragtrader.

Visit: Garlands.com.au

Follow: Phoebes Garland on the following Social Media

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