Karrinyup Shopping Centre | Spring Activation
GOOD THINKING
A complimentary treat is good. Knowing why you're receiving it makes the moment count.
When Karrinyup Shopping Centre welcomed spring with a four-day customer experience, Perth creative agency Switch developed an activation that brought together shopping, hospitality and a little something unexpected.
Designed to reward customers for shopping at Karrinyup, the experience invited visitors who spent $300 across the centre to step away from the busy retail environment and into a dedicated space for relaxation, connection and discovery.
The concept was anything but your typical shopping centre promotion. Beautifully furnished lounge areas, tarot readings, aura readings and complimentary food and beverages created an immersive experience that gave shoppers a genuine reason to stop, stay and engage.
Good Perth partnered with Switch as the food and beverage provider, delivering a rotating hospitality offering across four consecutive days. Barista-made coffee and fresh juices welcomed guests earlier in the day, transitioning into gelato service throughout the afternoons. Both carts were custom branded, with coordinated cups, menus, packaging and service details that complemented the wider creative direction.
The activation opened with an exclusive VIP session for approximately 30 Perth content creators and local business owners, before welcoming eligible shoppers throughout the remainder of the campaign.
What made this experience particularly effective was the connection between the reward and the reason behind it.
Rather than simply handing out complimentary coffee or gelato to passing shoppers, Karrinyup created a clear customer journey. Guests were welcomed into the space, understood why they were being rewarded and had the opportunity to enjoy a considered experience while connecting with the centre's hosting team.
It reinforced something we believe strongly at Good Perth: hospitality has a greater impact when it's part of a bigger idea. When customers understand who's creating the experience and why, a complimentary treat becomes something much more meaningful.
WHAT WE DELIVERED
Four consecutive days of food and beverage hospitality at Karrinyup Shopping Centre
Two custom-branded Good Perth carts, integrated into the wider activation space
Barista-made coffee service throughout the campaign
Fresh juice offering for daytime guests
Gelato scoop service during afternoon sessions
Custom-branded takeaway coffee cups and gelato cups
Bespoke branded wafer discs served with gelato
Coordinated menus, cart branding and staff uniforms
Hospitality service for the opening VIP experience, welcoming approximately 30 invited guests
Dedicated Good Perth staff managing food and beverage preparation and service
Equipment logistics, daily setup, replenishment and pack-down across the four-day campaign
Collaboration with Switch to ensure the hospitality offering complemented the wider creative concept and customer experience
THE OUTCOME
Four days of hospitality, customer engagement and a retail experience that gave shoppers something beyond their purchases.
The activation successfully brought together multiple experiences within one cohesive environment, with Switch leading the creative concept, spatial design and event delivery, and Good Perth providing the food and beverage component.
For Karrinyup, the experience created an opportunity to reward customers for their spending, encourage meaningful interaction and gain a better understanding of the people visiting the centre. For shoppers, it offered something equally valuable: an invitation to slow down, enjoy a complimentary treat and feel appreciated for choosing Karrinyup.
The campaign also demonstrated the value of collaboration between creative agencies and specialist hospitality providers. By integrating our branded carts, products and service details into Switch's wider concept, the food and beverage offering became part of the experience rather than a standalone giveaway.
The real value of complimentary hospitality isn't simply what gets served. It's the connection customers make between the experience and the brand behind it.
When the message is clear, the reward feels intentional and the customer has a positive experience, there is an opportunity to build the kind of goodwill that influences where they choose to shop next.
That's where thoughtful brand activations can deliver value well beyond the event itself.
