The local pride of these people who call Māngere home reaches beyond age, race or culture, with a growing number of shopkeepers keeping their stores open for decades on end.
This setting has created a unique opportunity for us to capture some of that local pride, to focus on the cultural offering, and distill the essence of what makes Māngere Town Centre great. Throughout our time working with The Town Centre, we’ve seen the power of design to not only influence perception, but to build genuine loyalty – with a decline in graffiti and tagging in the area, a renewed sense of cultural inclusiveness, and an increase in sales from customers traveling from further afield in Auckland.
This impact was furthered by a launch campaign centred around a simple invitation to all who visit: “Love Your Town Centre” – a message creating a sense of ownership, belonging, and mutual respect. We captured portraits within the mall, stopping random passers-by who were all too happy to pose in support of The Centre. We created a vibrant colour palette drawing inspiration from iconic imagery of the Pacific – tones representative of the ocean, sand and sun; all coming together to create a warm space, inclusive of all. The outcome has been a renewed focus on the one-of-a-kind cultural offering of the mall, in a space loved by everyone.