Westfield is jumping on the Instagram trend by debuting a digital wall of customer photographs at a Brisbane centre.
Westfield Garden City has launched a wall of Instagram images taken by its fans with the hashtag #mygardencity.
The wall works by asking shoppers to upload Instagram photographs depicting their favourite moments or things to do at the centre.
The top 30 images are being displayed on a 25m wall throughout the Queensland centre’s redevelopment.
The best submission to the centre’s Instagram wall competition wins a $1000 Westfield voucher.
One of the judges, Westfield regional manager Stuart Elder, says he’s excited to see what people “love about the centre”
“We haven’t seen this kind of Instagram wall done in a shopping centre before,” he said.
“[We] think it’s a great way to engage with our shoppers and showcase the best of Westfield Garden City through the eyes of our community.”
Westfield is not the first to utilise Instagram image walls to target social consumers.
Disney and Qantas activated a similar wall at the debut of cartoon, Planes 2, in late 2013.
Westfield Garden City is currently undergoing a redvelopment and will have more than 100 new speciality stores, a Myer, Target, and Aldi upon completion.
The centre will also feature new food concepts and facilities, such as a multi-level outdoor restaurant and entertainment precinct, Town Square.