Highpoint Shopping Centre is one of Australia’s largest centres. Located in Melbourne’s West, it serves one of the fastest-growing trade areas in the country, with 16% population growth. Despite being ranked the number three in shopping centres nationally and home to top-performing stores such as MECCA, Dior Beauty, Chanel Beauty, along with premium fashion retailers, Highpoint is often overlooked as an aspirational shopping destination.

Brand research highlighted a significant perception gap, particularly beyond the 10km local radius. Many prospective customers were unaware of the upgraded environment, elevated retail offer and improved in-centre experience. Outdated views around safety and style were relevant, especially among high-value prosperous families and metro high-flyer audiences was evident.

Extending on the brand platform, How Do You Highpoint? launched in 2024, Highpoint Shopping Centre sought to continue the momentum of the campaign platform, growing the trade catchment area and increasing sales beyond the 2.9% uplift in total sales (to $1.309B) achieved in the previous campaign period.

As an open invitation for shoppers to shape their unique Highpoint experience ‘However they please’, the 2025 campaign continues to spotlight the diversity of the Centre, its shoppers and the experiences on offer from fresh fashion finds to florals, footwear, fresh food and more via elevated street style and joyous imagery celebrating the distinct experience enjoyed by those who Highpoint whatever occasion.