As leaders in the world of fashion retail, Westfield likes to stay on top of current trends – or even better, get amongst them. In 2014, they set out to create an online buzz to compliment their Autumn/Winter launch activity, encouraging people to engage with the brand beyond the shopping centre environment.
We didn’t have to look too far before we found our inspiration – the Flat Lay. While fashion and design mags have been using this styling technique for years, it had recently taken off like wildfire across Instagram as a beautiful way to show off desirable objects and create an eye-catching pic. We realised that leveraging the Flat Lay trend could be a fantastic way for Westfield to get people interacting (especially via mobile). So we set out to “Flat Lay the Nation”.