LAS Group, a Melbourne-based developer, approached WOW Creative after its 2022 acquisition of Hollywood Plaza in Salisbury Downs. With more than 80 retailers, the 8-hectare site is filled with opportunity.

Working with LAS Group, WOW set out to first understand the market and strategically position the Plaza for its rebrand. With a long history, Hollywood Plaza is much more than a shopping centre. During our strategy research and analysis, we found that the Plaza acted more like a community hub – becoming the foundation for Hollywood Plaza’s brand values and positioning. It is a genuine, welcoming and familiar place where friends meet, eat, shop and share the occasional treat.

Evolving the brand from the Hollywood star to a brand mark representing growth and renewal, the new identity is warm, optimistic and colourful (energy abounds) – perfect for the retail environment that it sits within. The new identity has been supported by a comprehensive style guide, and WOW is currently working through applying the brand to Centre activations, signage, website and various collateral.

Hollywood Plaza is you, it’s me, it’s all of us.