Vicinity Centres partners with iD Collective for vibrant 2025 Eid activations

Full-service communications agency, iD Collective, has announced its appointment by Vicinity Centres to bring Roxburgh Village and Broadmeadows Central Eid celebrations to life in 2025. With several diverse and enriching activations, the collaboration is set to drive engagement and participation amongst the local communities whilst enhancing cultural celebrations of Eid.

Through crafting concepts that fuse tradition with innovation, iD Collective has designed dynamic and culturally rich activations, unique to any other Eid celebrations. Eid is a celebration signifying the conclusion of Ramadan, the holy month for Muslims, and we have crafted immersive activations to capture the true essence of this celebration. Both Vicinity centres festivities will feature traditional drummers, local catering providers, and vibrant displays perfect for a family photo! In addition, Roxburgh Village will have a henna station on offer and Broadmeadows Central will be handing out mini lanterns to celebrate.

“With these dynamic activations, our goal is to not only celebrate the cultural significance of Eid but also ensure Roxburgh Village and Broadmeadows Central are the leading locations for festivities in 2025 and beyond,” says Amanda Booth, executive director of iD Collective. “Our ongoing partnerships with Vicinity Centres present a fantastic opportunity to engage with local communities and create magical moments of connection. We are excited to showcase our expertise and craft celebrations that will be remembered.”

The Eid celebrations will take place from 4 until 6 April, with activations aiming to drive inclusivity and engagement within the local community, whilst offering joyous experiences in line with the traditions of Eid.