September 22, 2003
The unveiling of the extension to the Cresta Shopping Centre will become the stage for showcasing a highly innovative promotional concept.
More than 200 Cresta tenants will participate in providing "reality shopping" entertainment when the new multi-million rand Cresta Gardens is launched this weekend.
Six hundred models will be transformed into diversified characters, from alluring mermaids in bath tubs to over-the-top Dame Edna drag queens. The "freeze modelling" will bring every store window along Cresta's 2km walkways to life to complement a shop's merchandise.
The launch will include costumed characters depicting real-life scenes, such as a camper making coffee behind the window of an outdoor equipment shop, or a ragdoll in a toy store coming to life.
Some displays will allow for character interaction with the shopper, while others will be more abstract, exposing only a hand decked in sparkling diamond rings behind a jeweller's window.
Kobus Steenkamp, general manager for Cresta, believes innovation allows shopping centres to "adapt to changes in taste and lifestyle in the retail environment". - The Star
Publisher: The Star
Source: The Star
