Westfield Taste Shop Play

Studio Paperform was chosen as featured creative for Westfield’s inaugural Taste Shop Play campaign. The nationwide initiative encouraged customers to visit centres across the country for a weekend of creative workshops and displays.

Brief: Design and create an eye-catching and bold paper illustration to populate Westfield socials and in-centre messaging platforms. Focussing on the themes taste, shop and play, engineer 3D paper typography/set into an enticing call to action.

Story: Working alongside baking star Vickie Liu (taste) and expert typographer Jess Cruickshank (shop), Benja (taste, shop, play) had a lot of fun using colour and shape on this project. With some outstanding production design by Jess Jacobs , we engineered a flexible paper set that could reconfigure across a diverse range of image format requirements. Because we needed to cut through to customers on a visual plane, we playfully animated paper using simple geometries and eye popping hues. It was a pleasure to collaborate with Westfield again.

See Behind the Scenes: View here
Photography:Ben Kelly
Agency: Sibling / Jack Nimble
Material:Specialty papers, foam core, double-sided tape, glue