Robina Town Centre using art to drive foot traffic

Gold Coast-based shopping centre Robina Town Centre plans to launch a new “trick” art installation in the coming months that will enable shoppers to take photos that make it look as if they are part of the paintings.

The 1481sqm installation, to be produced by ArtVo Illusions, will feature more than 80 artworks across eight themed zones.

“Upon entering the space, visitors can self-guide their own gallery adventure and explore each immersive art-piece and zone at leisure, stopping to put themselves in the picture (literally) along the way in various scenes, locations and famous paintings,” the centre announced.

The installation is part of a broader trend in retail of shopping centres and stores creating “Intagrammable” moments to drive foot traffic from social media-savvy shoppers.

For instance, sneaker retailer Platypus recently opened a flagship in Melbourne Central that features an Instagrammable photo area, while Sportsgirl advertised its collaboration with digital artist Kelly Maker through a space in its Melbourne Bourke Street Mall store that was tailored entirely to Instagramming.

The trend comes in a response to the continued fall of shopping centre footfall, with Shoppertrak data for last week showing a 2.7 per cent decrease in traffic compared to the same time last year.

Many centre owners have been seeking to turn shopping centres into destinations, rather than simply a place to shop, offering expanded dining options and services, while culling struggling retailers from their tenancy mix.

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