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Inspiring students in partnership with South Metropolitan TAFE

Westfield Whitford City is excited to be partnering with South Metropolitan TAFE again in 2024, after the success of our collaboration in previous years.

Working closely with a group of three fashion business students, we gave these fresh up-and-comers the opportunity and creative challenge to flex their design skills, by visual merchandising our display cabinets in centre this season.

Get ready to feel inspired as we take you through their creative journey and finished designs below.

The brief and concept

To create an Autumn/Winter fashion display for Westfield Whitford City that’s unique and visually striking. Students worked in small groups to ideate and bring their visions to life through sketch, moodboards and graphic design.

The big reveal

We’re proud to unveil the below concepts in our centre. Brought to life in true form, from the creative minds of South Metropolitan TAFE students. You can see that their creative journey from the initial moodboard and digital design phases came to fruition.

On your next visit to Westfield Whitford City, be sure to stroll by the display cabinets located near Country Road and Famous Footwear to appreciate these eye-catching displays. You’ll walk away feeling inspired and in-the-know for all things fashion this season.

Vote for your favourite display
If you're a Westfield member, you're invited to vote for your favourite design for your chance to win a $250 Westfield Gift Card*. Simply open your Westfield app and follow the prompts. Not a member? Join now and download the free Westfield App today >

The talent behind the design

Meet Carlo, Angelica and Jonas, the creative force behind the design. Read on to discover their inspiration, challenges and favourite moments working with us.

Pictured: The students from South Metropolitan TAFE that worked on the display concept.

Why did you choose to study Visual Merchandising?
Fashion Business is something that we have chosen to study because we believe that fashion is what gets people like us together. We like to experiment with different styles, colour combinations, and studying a course that we all collectively like has been an enjoyable experience. We realised that we had a passion for Visual Merchandising when we found out that we can freely express our creativity without feeling limited with our ideas.

What did you enjoy the most about this project?
We, as a group, very much enjoyed the out-of-class catch-ups in the Westfield project. Collaborating on ideas was something that we enjoyed because it allowed us to develop what is now being displayed at Westfield Whitford City. We also enjoyed creating a one-of-a-kind display cabinet using elements that are local to Australia, one stand out being the mallee roots.

What inspirations did you draw upon to create your design?
The inspirations that we drew upon to create our designs derived from previous display cabinets that existed from S/S 2023 to 2024. Mainly internationally driven, the existing display cabinets allowed us to create our own version using Australian native elements. Examples include the kangaroo paw stems which are preserved, as well as native mallee roots which we used as pillars to create a unique design element. The online sources that became our go-to for ideas was mainly Pinterest, as well as other social media sites such as Hypebeast, and Modern Notoriety.

How did you work with external suppliers, your teacher and Westfield to bring your concept to life?
We made a visit to Westfield Whitford City to get a feel of the target audience in the shopping centre, and to also see the display cabinets in-person. Seeing the previous concept that was installed in the shopping centre gave us an expectation of what to create next, ensuring we implement and follow the Design Brief that was provided to us. We then worked very closely with our lecturer, Lisa Piller, to put our collaborated ideas to life. This experience has allowed us to turn our ideas into reality, as what we thought was not possible, became possible with the help of our lecturer. We also took advice from the Westfield Marketing Manager, to further improve the overall visual appeal of our visual display cabinets.

What was most challenging about this project?
One of the most challenging parts of this project was sourcing materials to create our visual display cabinets. We originally wanted to implement maple leaves to create our circle-shaped element, but we were advised that it would be better if we had used an Australian plant to give it more of a local feel. Maple leaves is more native to Canada, and using an Australian plant/leaf will further elevate our visual display cabinets. Changing our leaf design was challenging because we had to restart by researching local leaves, but with the help of our lecturer, we were able to overcome the task.

The meaningful, real life experience provided through this partnership has given students practical experience, working with timelines, budgets and suppliers from different industries. Most importantly, it gave students a public podium to spotlight their creative work for our community and retailers to enjoy.

You can find more info on Fashion Business courses at South Metropolitan TAFE > here.

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We acknowledge the Whadjuk Noongar people as the Traditional Owners of the land we gather on today and pay our respects to Aboriginal and Torres Strait Islander cultures and their Elders past and present.

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