Vicinity Centres has appointed Fabric (part of the TBWA\Sydney Group) as its lead creative agency for campaigns and creative experiences, starting with Vicinity’s Christmas campaign.

The partnership sees Vicinity launch its annual Christmas campaign, under the new creative platform, Where There is Light.

The campaign taps into Australians’ desire to find light this holiday season whether it is the feeling of lightness created by emerging from homes and returning to stores, the warmth and luminescence of the season, or being lit up by reuniting with family and friends.

The concept of Where There is Light will also be executed in activations across Vicinity’s premium centres rolling out over the coming weeks.

Vicinity head of brand marketing and experience (premium), Corrine Barchanowicz said, “We’re continually delivering unique and memorable retail experiences for our customers and are thrilled to leverage Fabric’s expertise to truly capture the essence of impactful and exciting brand experiences for Vicinity’s premium centres in NSW and QLD.”

Fabric creative partner and co-founder, Keenan Motto said, “We are extremely excited at the opportunity that lies ahead. The brave ambition shared between Fabric and the Vicinity team for the premiumportfolio will mark a shift in the local retail landscape.”