Melbourne’s Broadmeadows shopping centre is celebrating its 40th anniversary with a multi-platform digital event.

Brand heritage now more than ever is playing an imperative role in the way consumers purchase and the celebration of the concept of heritage has become ever more important for fashion retail companies alike, as discerning consumers increasingly seek authenticity and quality.

This November Broadmeadows is celebrating its Ruby anniversary with a digital photo competition inviting customers to submit their favourite or most memorable moment in celebration of the Centre’s 40th anniversary via a specialised app.

Not dissimilar to Madison Avenue’s first ever Fashion Heritage Week,  a multi-platform event featuring specially-created exhibitions in both the real world and digital space from designers such as Bally and Calvin Klein through to Hermes and Missoni, Broadmeadows deep historical roots will be bought to life for the whole of Melbourne to enjoy.

More so than ever customers are craving a new shopping experience and Broadmeadows is making those dreams a reality by creating a digital experience for all shoppers with the interactive app.

The idea behind the campaign is to give customers something they’ve never experienced before in a centre, as each memory is uploaded via the app the images will be transformed into a digital photo montage that will culminate in the ultimate trip down memory lane.

There is so much history to be explored at Broadmeadows, from multi-million dollar redevelopments through to visits from the royal family the memories the area holds are rich and full of life.

Integrating brand heritage within the digital app has created a multi-platform activation that all members of the Broadmeadows and Victorian community can be involved in to further develop the history of the area.