Torben Krog Art Director /​ Design

ABOUT

THE CHALLENGE
Create an in-store magazine for Centrale shopping centre that would showcase its diversity, encouraging visitors to explore beyond their comfort zone and visit small, independent shops as well as the major high-street brands.

THE STRATEGY
Juxtapose ‘big brand’ merchandise from high street stawlarts such as John Lewis with quirky accessories from small independents to create a unique look only available from Centrale.

MY ROLE
A production and design role. I scouted the locations, sourced models that were an aspirational – and attainable – match for the shopping centre’s target market (young professionals). Then I sourced photographers, stylists, make-up artists and art directed the original photography. I created the ‘look and feel’ for the magazine and carried this through to the design of the final publications.

MADEIT CREDITS

Central Croydon

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