Vicinity Centres launches the Christmas NFTree in The Galeries via Fabric, part of TBWA\Group

In an Australian retail first, Vicinity Centres is showcasing local NFT creators on a sculptural Christmas ‘NFTree’, installed in Sydney’s The Galeries. The platform and exhibition were conceptualised, designed and executed by Vicinity’s lead creative agency Fabric, part of TBWA\Group.

From 16 November 2021 to 5 January 2022, visitors have the opportunity to explore NFT: Illuminated and become NFT art collectors.

Says Corrine Barchanowicz, head of brand marketing and experience (Premium), Vicinity: “The Galeries has long been a destination for the contemporary and unique, and we wanted to extend that vision into Christmas by combining unique artwork with new technology.

“The new tree is distinctly The Galeries, introducing our customers to a new, cutting-edge experience never before seen in Australia.”

The NFTree features the work of eight NFT creators Aldous Massie, Bianca Beers, David Porte Beckefeld, James Jirat Patradoon, Jonathan Puc, Lucius Ha, Rel Pham and Serwah Attafuah – who recently participated in a live motion capture experience with Soft Centre at the Sydney Opera House and has collaborated with Nike, GQ, Charli XCX and Paris Hilton.

NFT: Illuminated activates the newly developed creative platform “It’s An Art” for The Galeries Artist in Residence program.

The installation also builds on Vicinity’s Christmas campaign, ‘Where There is Light’, which launched last week. Constructed from glass, mirrors and Perspex, the NFTree captures and accentuates the natural light that streams through The Galeries.

Says Keenan Motto, creative partner, Fabric: “Our newly developed platform for The Galeries intends to position them as ‘the centre loved for unconventional artistic exploration, with purpose’.

“NFT is an exciting new space to play in, and we are lucky to have a brave client in Vicinity who were willing to explore a more contemporised expression of the season which reimagines traditions for new audiences.”
Bespoke signage throughout The Galeries, created off the back of a newly refreshed brand identity from Fabric, will direct shoppers towards the exhibition and also display the QR codes which connect to each creator’s profile on Foundation. Each artist will be profiled across The Galeries’ social media channels and website.

Brand: Vicinity Centres
Director of Marketing: David Henderson
Head of Brand Marketing and Experience: Corrine Barchanowicz
Regional Brand Experience Manager: Daniella Manuel
Creative Agency: Fabric
Production Installation Partner: Vandal