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Flat Lay the Nation

Westfield’s celebration of Australian style

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”.


Art Direction

The art direction of the site was based around a photoshoot with Australian singer Samantha Jade and actress Isabelle Cornish, who were the faces of Westfield’s Autumn/Winter 2014 campaign. We also chose a simple colour palette of bright pinks and neutral greys to create a striking, contemporary look. 


We kicked off the campaign by inviting people across Australia to submit an image of their ‘flat laid’ outfit via Instagram, Twitter or Facebook, using the hashtag #flatlaythenation. All entries were quarantined on our user-friendly CMS, which was integrated into Westfield’s store API and customised, so style information could be quickly added to each image. Every Flat Lay was then tagged with suburb, style and colour information, and added to a map of the nation – which users could explore via the Westfield website.

Australians don’t conform to European or American trends, we shape global trends for our own lifestyle and climate.
Samantha Jade Westfield fashion ambassador


To guarantee a great user experience, the site was optimized for both desktop and mobile, integrating swipe gestures and a custom mobile navigation.

In the first two weeks alone, Westfield’s Flatlay the Nation campaign saw over 2,000 entries, and the hashtag #flatlaythenation was used a staggering 10,000 times across Instagram and Facebook.

#FlatLayTheNation hashtags

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