Mirvac centre rebrands

Broadway Shopping Centre in Sydney has launched a new brand look along with the presence of several new high profile tenants.

Nike and JB Hi-Fi will join a refreshed tenancy mix, which already includes a new Apple store, Lorna Jane, Target, Kmart, Coles, Forever New and Harris Farm, among others.

The centre has more than 170 stores.

A new tagline, ‘Be You’, is targeted at promoting its customer diversity.

Broadway is the first Mirvac centre to receive the rebrand, with others expected to roll out more campaigns in the coming months.

Phillip Russell, executive creative director, Neon Creative, said that instead of developing a brand strategy and visual identity based on the way Broadway sees itself, Neon Creative created an identity for the centre reflecting who Broadway’s customers.

The former Grace Bros department store, Broadway Shopping Centre opened in 1998 and was bought by Mirvac Property Trust and the Perron group in July 2007.

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