Vicinity Centres Reinvents the Meaning of 'Retail Therapy' with Fabric

Vicinity Centres is transforming the in-store shopping visit into a holistic wellness experience, asking the question: ‘What if shopping in the city made you feel better?’  

Partnering with Fabric, Vicinity Centres is inviting visitors to The Galeries, the Queen Victoria Building and The Strand Arcade to experience three unique and immersive therapies, all created in partnership with sensory experts and designed to help bring a sense of zen to shoppers. 

The installations include:  

• The Galeries: Experience a feeling of elevation through the enticing and immersive Chromotherapy tunnel installation flooding the main promenade on the ground floor of The  Galeries. 
• The Strand Arcade: Access via QR code the relaxing and energising benefits of bespoke Sound Therapy tracks, paired with a visual installation above which mimics the soothing audio waveforms. 
• The QVB: Located in the centre of the QVB, experience the calming influences of Fractal Therapy with a light projection featuring unique geometric shapes inspired by the iconic architecture of the building. 

Research from Vicinity Centres revealed a day of retail therapy was the ultimate mood-booster, with one in two Australians viewing retail therapy as a positive ‘wellness experience’. Furthermore, over a third (39%) stated that retail therapy is beneficial to their mental health, and others see it as an easy and accessible way to improve their mood (53%). 

Corrine Barchanowicz, head of marketing, brand and experience, Vicinity Centres explains, “Looking at the research, we know that in-person shopping and wellness are two areas of interest for Australians, which is why we’ve created these immersive and holistic offerings at three of our top locations. We spotted an opportunity to bridge the gap between both retail and wellness, giving a whole new meaning to the concept of ‘retail therapy’ to offer a truly unique experience.”  

Keenan Motto, co-founder and creative partner at Fabric, says, “The creative opportunity to reinvent ‘retail therapy’ brought about a collision of wellness and art; creating immersive and interactive installations that activate the senses, inspire the mind and deliver an emotional response for the consumer.”  

Vicinity Centres invites everyone to visit the QVB, The Galeries and The Strand Arcade to experience the unique in-centre activities, from April 6th to May 7th. All experiences are free for visitors to enjoy.