The GPT Group
Highpoint Wondermas Experience
Agency / Dashing Group
/ Creative Strategy
/ Creative Pitch
Challenge
Reimagining the festive season at GPT Group’s Highpoint shopping centre to reflect its vibrant spirit and deep connection to the local community – while creating an inclusive and ownable destination.
Delivery
/ Creative Strategy
Discovering that the Highpoint festive season is shaped by diverse cultures, I anchored our strategy in the rich migrant heritage of the region. By reimagining traditional motifs, I connected local history directly to the precinct vision of an urban village of the future.
This formed the foundation for the Dashing Group Wondermas concept, transforming the centre into a welcoming ‘third place’ for the community.
/ Creative Pitch
To help win the project, I built a compelling pitch deck merging consumer data and brand insights with deep emotional storytelling. Establishing a bold experience first narrative, I collaborated with the team to weave highly interactive moments throughout the precinct, inviting people to stay rather than just pass through.
Wondermas transformed Highpoint into an authentic urban village that perfectly reflected the vibrant spirit of the West.
We created a captivating destination where families did not just shop, but stayed to share meaningful moments. This strategic focus on experience first design proved that combining emotional storytelling, data driven insights, and whimsical creative delivers solid commercial outcomes. Ultimately, this bold approach secured a prestigious
Shop! 2026 Award.
Impact
